In this highly competitive market, innovative and user-friendly packaging is one of the new and creative strategies to achieve competitive advantage. Many studies are there to study the effect of product packaging on the buying behaviour of the customers, but only a few to check the holistic impact of all the different elements of packaging on the perception and buying intentions of the customers. In this study, the packaging objectives as elaborated by Kotler and Keller, i.e., identification of brand, description of the product, facilitation for transportation and protection, assistance in storage, and product consumption, are carefully studied to explain the underlying mechanism in Gujarat. AMOS (SEM) was used to test the conceptual model. This study developed a theoretical framework based on the responses from 400 respondents between the ages of 25 and 55 who are frequent FMCG buyers in one of the largest cities in India, Gujarat. The study identified assistance in storage and product consumption as a significant factor in changing the customers' perception, leading to their actual buying intention towards FMCG products.

Packaging, Packaging elements, FMCG, Buying intention.