Packaging and its Effect on the Palestinian Consumers' purchase Decision – the Case of Six Dairy products Companies Operating in Palestine.

Abstract:This research attempted to examine packaging and its effect on the Palestinian consumers’ purchase decision making – the case of six dairy products companies operating in Palestine. Thus, the research concerned itself with knowing the origin and definition of packaging and its promotional role, determining the requirements of good packaging, and developing an appropriate model for good packaging. In the light of this, the research offered solutions and recommendations to help dairy products companies operating in Palestine to overcome their obstacles and problems, to offer advanced services, to create more competition and to reduce service cost.

An empirical study was conducted to collect the primary data through using consumers' questionnaires (500 questionnaire). In addition, the researcher has developed a model for good packaging.

The findings of the study, based on respondents' point of view, show that packaging affects the Palestinian consumers' purchase decision making for many reasons that will be discussed later in this research.

The research came to recommendations for academic people and researchers, dairy product companies and other future competitive companies, and for consumers.