Influence of Pricing and Packaging on Consumer's Buying Behavior

In the world of business and marketing, where competition can be found, the researchers studied the different factors considered in how marketers and business owners can sell and promote their products and services. Several businesses use various marketing principles and strategies, and one of these strategies is the "Marketing Mix.' As of 2018, from the concept of Neil Borden, former president of the American Marketing Association, packaging was considered part of the Marketing Mix. Under this are the &Ps in marketing which involve the two variables, pricing, and Packaging, that were analyzed and studied by the researchers on how these variables influenced the consumer's buying behavior. According to Zhao at el. (2021), there is a significant role between pricing and Packaging when it comes to influencing the consumer's buying behavior, especially their satisfaction with a particular product. Packaging is defined as "a subset of marketing where a brand designs and develop the wrapper or container to aid its transport, handling, delivery, and communicate the brand and product information by making it look attractive." pricing is defined as "the method of identifying the value a small business can get in exchange for the goods and services they sell." Based on the results, it discussed the different considerations and influence of pricing and Packaging on consumer buying behavior. This study was conducted on the selected barangays in the City of Lucena with 111 numbers of respondents that were also considered consumers.