A RESEARCH ON CONSUMER PERCEPTIONS TOWARDS PACKAGING IN THE SHOPPING PROCESS

Consumer perceptions, which are influenced by environmental factors such as personal, store environment and merchandising presentation techniques, are influencing consumer behaviors and purchasing decisions in many respects. One of the elements of visual presentation that can affect consumer perceptions and have a positive effect on consumer behavior is also packaged in the store environment. Product packaging, as well as the competitive advantage to retailer businesses with many elements such as brand awareness, image, product information and quality, transport and storage facilities offered to benefits consumers. Retailer businesses that want to show success in a highly competitive environment be able to influence consumer behavior positively with visual presentations and packaging etc elements and retailers will meet consumer expectations of innovation. At this point, consumers will be able to increase the amount of purchases and the frequency of purchases. In the study, the relationship between consumers' of packaging and novelty expectations and purchasing frequency was examined in the shopping process from retailer stores in shopping centers in Turkey. It was aimed to give more importance to the consumer perceptions of packaging and innovative expectations for national and international retail enterprises with the study results