Present study in terms of purpose is functional and in terms of method is descriptive - survey research. That study on 5 factors affecting in packaging such as graphic design of packaging, size of packaging, product information listed on the packaging, technology of product on packaging and the range of product listed on the packaging. Sample size was 390 persons and to collect information, the questionnaire included 22 questions with Likert scale was used. After analyzing data collected through one-sided Wilcoxon test the results indicate that from purchasers of Chocolate 's view, all elements of graphic design of packaging, size of packaging, product information listed on the packaging, product technology listed on the packaging and the range of product listed on the packaging has a positive and significant impact on increasing chocolate sales. Also, in the buying behavior of the respondents more than any other factor, the operating range of the product are listed on the packaging was important and they less care to technological factors listed on the product packaging.