Includes references (77-87 p.)

'ABSTRACT This study presents the results of a survey conducted to 350 undergraduate students to explore the role and importance of product packaging on undergraduate students purchasing decision. The attitudes of undergraduate students towards product packaging; the relationship between the demographic variables, attitude of undergraduate students towards product packaging and the effect of product packaging on their purchasing decision are the main concerns of this study. The relationships between mentioned variables were analyzed by correlational method in descriptive manner. Analysis results reveal the role and importance of package to the undergraduate students as a source of information and communication and as a factor for product positioning by creating a perception that the product is healthier and superior in quality. In addition, this Thesis study reveals once again the importance of the ease of use, shape and size of the product packaging as elements of product packaging. The role and importance of product packaging in purchasing decision making has been proven positive that product packaging affects purchasing decision not basically on the demographic level but on the attitude towards product packaging and the effects of product packaging attributes on the purchasing decision. Key words: marketing-mix, packaging, consumer purchasing decision making, consumer buying behavior, students' perception'