Parisa Sharifzadeh - Master of Business Administration in International Business student orientation, Payame Noor University, Branch of Karaj, Iran

The aim of this study is to investigate the effect of packaging color on consumer’s impulse buying behavior in an integrated model and empirical study of its theoretical basis. The research methodology is, based on the purpose of the research, applied. In this study, questionnaires were used to collect data and reliability of the questionnaires has been calculated by Cronbach s alpha valued 327/0 . The population used in this study consisted of 03 consumers of the Chin chin food corporation. According to the results of research , the various dimensions affect customers purchase. Packaging design and background image are different from the customers view.

Packaging Color, Impulse Buying Behavior, Consumer, Novelty Seeking