Role of Packaging as the Fifth "P" of the Marketing Mix in Influencing Purchase Decisions: A Structured Literature Review

Packaging has evolved from a protective element to a strategic marketing tool, supporting its recognition as the Fifth P of the marketing mix. This study presents a structured and thematic literature review examining the role of packaging as the Fifth P and its influence on consumer purchasing decisions. The findings show that under a customer-centric approach, packaging has developed into a strategic marketing tool as the fifth P of the marketing mix. Packaging acts as an information communicator and brand identifier at the point of purchase. Key packaging attributes such as visual, informational, and psychological cues, material quality, sustainable or eco-friendly packaging, ease of use, protection, and convenience influence consumer purchasing decisions. Consumer responses to packaging vary across demographic segments, irrespective of gender.