Influence of Transparent Packaging of Edible Items On The Perception of Consumers in Malaysia

Influence of Transparent Packaging on the behaviour of consumers in hyper and super markets in Klang Valley, Malaysia
CHAPTER 1: INTRODUCTION
1.1 Background for Study:
Packaging is the container for a product encompassing the physical appearance of the container and including the design, colour, shape, labelling and materials used. (Louw, Kimber, 2004) In todays world where the technology has reached another level, and it became very hard to attract customers to the same old product, manufacturers introduces new horizons to attract customers to their products. Among them, Packaging has a huge role to play in the positioning of products. The design of the package, its shapes, consumer perceptions can be the determining factor in point-of-purchase decisions which characterize the majority of shopping occasions. The marketing environment has become increasingly complex and competitive. A products packaging is something which all buyers experience and which has strong potential to engage the majority of the target market. This makes it an extremely powerful and unique tool in the modern marketing environment. That is why some marketers believe that packaging is actually more influential than advertising in influencing consumers, as it has a more direct impact on how they perceive and experience the product. In todays competitive environment the role of package has changed due to increasing self-service and changing consumers lifestyle. Firms interest in package as a tool of sales promotion is growing increasingly. Package becomes an ultimate selling proposition stimulating impulsive buying behavior, increasing market share and reducing promotional costs. Food Packaging is considered very important commodity and the industry is increasingly demanding, often requiring some exceptional combinations of properties. Apart from pure performances, visual appearances is the key element upto date for product differentiation and often push manufacturers to explore and develop new concepts uniformly. Transparency is an important aspect in packaging that has become critical to the food packaging industry.
To begin with, the topic of the report is Influence of transparent packaging of edible items on the perception and behaviour of consumers. As a desired study for MBA, a research has to be carried out. In material world, peoples perception can be influenced by the physical representation of any product or item. In different cultures and religions different dress codes are adopted. These dress codes represent their entire culture and society. This could be used as analogy between man and products. If a man is to a product, dress is to packaging. Packaging is all about designing and producing the wrapper or container of a product. Now how this packaging can influence the perception and behaviour of the consumers, this research is conducted. The core objective of this study is to discuss the probity and importance of transparency of the products. The central concept is the pre purchase dissonance of the buyer about the quality and quantity of the edible items. Here they probity leads to imperative for the transparent packing. Quality and hygiene is one thing consumers look up to when they buy certain products. Purity is another thing that can be related to hygiene of the product. People nowadays look for purity, so transparent packaging can be of some help to them. So, what is the influence of transparent packaging on buying behaviour of the buyer? Factors such as cultural, social, personal and psychological influence consumers buying behaviour. Most of these factors are uncontrollable and beyond the hands of marketers but they have to be considered while trying to understand the complex behaviour of the consumers. From this study, it will also be observed whether transparent packaging can give a competitive edge to manufacturers over opaque packaging. Usually foreign brands are preferred over local ones, but it will be observed from the study whether a local manufacturer can adapt to transparent packaging or not for his products. People in every field of life prefer foreign products in coloured shining opaque packaging and are ready to pay any price for it. So if a same product which is being made locally and is available in transparent packaging, should have a edge over the foreign product or not.
1.2 Problem Statement:

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Little research has been done to discover the role of packaging in forming consumer perception of a product(Underwood, 2003). The food packaging business area changes all the time, packaging has to meet the needs of the consumers and retailers. (Vh-Nissi, 2005, p.2-3). The importance of making an impact at the point of sale cannot be underestimated. A recent Point of Purchase Advertising Institute (POPAI) survey in the UK found that over 70% of all purchasing decisions are made in-store at the point of purchase. Brand purchases are being made or broken in the final five seconds. (Louw, Kimber, 2004). The first thing that a person sees, feels and touches is its packaging when buying a product. The problem that a manufacturer is facing nowadays in this fast changing world of lifestyles is how to attract the customers to their products. New innovations, new packaging materials, new designs and labelling of the products, they have tried everything but nothing seems to be sustainable and in the long term. Consumers need change. Nowadays every second product seems almost the same on the shelf so it becomes difficult for the consumers to select within. Apart from this local manufacturers should adopt transparent packaging for their products if they want to compete against a foreign brand in opaque packaging. Manufacturers need something different to attract the customers to their product and to enhance their sales of the products.
1.3 Research Objectives:

Advancement in technology and the changing behaviour of consumers every now and then has enabled manufacturers to plan out their strategies of their product development. One of the main important factors that manufacturers are thinking about is that of packaging. In todays competitive environment the role of package has changed due to increasing self-service and changing consumers lifestyle. Firms interest in package as a tool of sales promotion is growing increasingly. Producers are now enhancing their development in transparent packaging to give their product a unique look to attract customers. The general visibility of the package, its color and shape are of great significance. The study will enable many marketers whether transparent packaging has a considerable influence on purchase decision of a customer. This study will also show that the word Packaging hasnt got much 3
attention against other attributes like brand name, quality, and price. But when we move from the word packaging to transparent packaging, transparent packing got amaze attention from the respondents. The main research objectives of the study are listed as; To determine if there is a significant association between consumer behaviour and visual elements of transparent packaging. To determine if there is a significant association between consumer behaviour and packaging material of transparent packaging. To determine whether there is a significant association between consumer behaviour and environment friendly and in transparent packaging. To determine whether there is a significant association between consumer behaviour and packaging preference of transparent packaging. To determine whether there is a significant difference in the distribution among the level of income and consumer behaviour with respect to transparent packaging.
1.4 Research Questions:

Is there a significant relationship between visual elements of a product and consumer behaviour? Is there a significant relationship between packaging material and consumer behaviour? Is there a significant relationship between environment friendly factors and consumer behaviour? Is there a significant relationship between packaging preferences and consumer behaviour? Is there a significant difference in the distribution among the level of income and consumer behaviour with respect to transparent packaging?
1.5 HYPOTHESES:
Null Hypothesis #1:
There is no significant relationship between visuality and consumer behaviour. Alternative Hypothesis#1: There is a significant relationship between visuality and consumer behaviour. Null Hypothesis #2: There is no significant relationship between Packaging Material and consumer behaviour. Alternative Hypothesis #2: There is a significant relationship between Packaging Material and consumer behaviour. Null Hypothesis #3: There is no significant relationship between Environment friendly and consumer behaviour. Alternative Hypothesis #3: There is a significant relationship between User friendly and consumer behaviour. Null Hypothesis #4: There is no significant relationship between Packaging Preference and consumer behaviour. Alternative Hypothesis #4: There is a significant relationship between Packaging Preference and consumer behaviour. Null Hypothesis # 5: There is a no significant difference in the distribution among the level of income and consumer behaviour with respect to transparent packaging Alternative Hypothesis # 5: There is a significant difference in the distribution among the level of income and consumer behaviour with respect to transparent packaging
1.6 Scope of Work:

The scope of the study reflects the area which is being covered geographically in the research. The population that was surveyed and studied was Klang Valley because of time and cost constraints, although it is a vast area to cover. It quite does not mean that there would be some sort of bias; because these areas are full of malls and local and foreign businesses. The focus is mainly on edible items out of Fast Moving Consumer Goods.
1.7 Significance of the study:

Transparent packaging can be used as a competitive advantage for producers of edible items. In recent years due to the so much development of technology, manufacturers and producers are finding new ways to attract customers to their products. Packaging of a product plays an important role in the purchase decision of a consumer and it should be designed keeping in view the perception of those consumers. By introducing new concepts in packaging, out of which transparent packaging is one of the most influential areas, customers can be attracted towards their products. A research in the field of packaging will play a crucial role in helping managers know how much budget allocation is it worth for this aspect of products. Managers need to answer many questions before they are fully convinced about the role that packaging can play in influencing consumers to the extent of increasing product purchases and repeated purchases. Product differentiation is very important for any kind of product, and every manufacturer wants to differentiate their product, especially in the presence of their competitors. As plastic is one of the cheapest forms of packaging, manufacturers would be able to differentiate their product in its category, especially when competitors products are available in opaque packing. This will also give a competitive edge to any product. For a local manufacturer transparent packaging can be a useful weapon to compete against foreign brands which are mostly in opaque packaging. For the local
manufacturers transparent packaging can be one of the easiest ways to fight against foreign brands. From the health perspective, manufacturers need to give enough focus to the packaging to make customer loyal to the product. This study will be an aid to them in resolving their queries.
CHAPTER 2: LITREATURE REVIEW
2.1 Introduction
The all embracing function that links the business with customer needs and wants in order to get the right product to the right place at the right time (Hossain, 2008). Marketing is all about the needs of the customers. To identify the customer, satisfy the customer, and keep the customer, marketing is used. To stay profitable, businesses shift their focus from production to the perceived wants of their customers. Marketing encompasses five major aspects of products known as marketing mix. 5th P that is PACKAGING is going to add to this tally of this marketing mix which are PRODUCT, PRICE, PLACEMENT, PROMOTION and PLACE. No P in the mentioned marketing mix is larger or stronger than any other but they all have their own value and importance. The new P which is Packaging makes a large segment of mix itself, which consequently make marketers to consider the imperative for packaging and take further product development steps.
2.2 Packaging:
What genuinely is packaging? There are many definitions available but all almost the same with a little or no difference or with the extension of a few words, which comes to, packaging is all the activities of designing and producing the container or wrapper for a product. The primary function of the package was to contain and protect the product. In recent times, however, numerous factors have made packaging an important marketing tool. Increased competition and clutter on the retail stores shelves means packages now must perform many sales tasks from attracting attention, to describing the product, to making the sales. Packaging is becoming an increasingly important aspect of marketing strategy. Companies can see packaging as a way to attract customers to new and existing brands.
Talking of edible items out of convenience goods, it is quite clearly seen that in terms of its design and structure there are many forms existing, but in terms of the material of the package, there are only two possible and available materials, OPAQUE & TRANSPARENT.
2.3 Basic functions of packages:

The basic needs of Packaging are as follows;
2.3.1 Product protection:

Product protection is the primary function of the packaging. The product that is inside the wrapper must be protected against different environmental effects like water, gases, odours, dust and moisture, but the package must be able to protect the surrounding environment from the product as well. (Jrvi-Kriinen et al., p. 15-16) for the preservation process, protection of the product provided by the packaging is an important part. The product will deteriorate more quickly if the production properties of the package suffer.
2.3.2 Function as a barrier:

Manufacturers when design packages keep in mind the permeability factor of the packaging. For most of the packaging a barrier from oxygen, water vapours and dust is required while some of the packages contain moisture and oxygen absorbers to help extend their shelf life. Keeping the contents clean, fresh, and safe for the intended shelf life is very important. (JrviKriinen et al., p. 15-16)
2.3.3 Containment:
Small objects are typically grouped together in one package for reasons of efficiency. Liquids and powders, need a container. (Jrvi-Kriinen et al., p. 15-16). Without containment, product loss and pollution would be remarkable. (Robertson, 2006, p. 3-4)
2.3.4 Information transmission:
Information is also highly effective when it used on packaging. it transmits the message to the consumer like how to use, transport, recycle, or dispose the package or product. Most of the consumers need this information to take full use of the product. But some people ignore this information and dont consider it worth. Governments also require this kind of information to be on the packaging of foods, pharmaceuticals, medical and chemical products.
2.3.5 Security:
Security is another aspect of packaging functions. Nowadays packaging may include authentication seals to help indicate that the package and its contents are not counterfeit. Other then this, anti-theft devices, RFID tags, or electronic article surveillance tags, which can be activated or detected by devices at exit points and require specialized tools to be deactivated. Using packaging in this way is a means of loss prevention. (JrviKriinen et al., p. 15-16)
2.3.6 Convenience:
Packaging industry is always on the change due to modernization and industrialization. Increase demand for on-the-run foods and eating snack like meals then regular meals, have created demand for greater convenience. Pre-prepared food which can only be re-heated or cooked in a short time, preferably without moving them from their primary package are in demand.(Ahtiainen, 2009) Packages can have features which add convenience in distribution, handling, display, sale, opening, reclosing, use, and reuse as well. (JrviKriinen et al., p. 15-16)
2.4 Importance of Packaging:

Research has indicated that 70% of purchase decisions made by consumers are made within the three feet of the shelf. (Louw, Kimber, 2004). This means that most of the time consumers decide whether or not to purchase a product when they see it on the shelf. When it comes to edible products, businesses can simply not afford packaging that does not maximise efficiency. After taking into consideration the financial, manufacturing, distribution and marketing requirements of food products, packaging
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needs to be given utmost attention. During the designing of the packaging of food products, marketers need to focus on all aspects, including the size, shape, opening and closing features, storage potential, transportability, disposable aspects, filling speed and costs, material conversion efficiency and many others. The more innovative a business is in packaging its products, the more success it brings to the business. This literature review will cover the different aspects of packaging from different point of views of different authors. The core point of the whole review will be the food packing and especially the transparent packaging for edible items.
2.5 Transparent Packaging:

The importance of product visibility will continue to increase among consumers. (Vh-Nissi, 2005, p. 2-3) The food packaging industry is increasingly demanding although food packaging is considered a commodity application. Every other day new innovations are tried to get customers attention. This includes different types of products packaging, its shape, colour, texture, and labelling as the important factors on which manufacturers pays more attention. Apart from all these and with the growing demand of new innovations, appearance of the product packed inside to consumers is also an important factor. Transparency is an obvious trend that has become critical to the food packaging industry. If you are hiding the product from customers, they assume the worst (Deli Business magazine, February/March 2010). Transparent Packaging has become one of the new milestone in the packaging industry and by each passing day consumers are more and more in demand for this kind of packaging. (Olga Ampuero, 2006) was interested in understanding consumer perceptions in order to guide businesses and marketers to correctly design product packing so that they could achieve the desired position in the minds of consumers. Keeping the needs of consumers in mind, the manufacturers have to consider sales, materials, processes and machinery as well as fancy design and space requirements. This leads to new packaging sizes, product visibility, convenience features and differentiation through shapes, printing and other effects. (Vh-Nissi, 2005, p. 2-3). However many food manufacturers think that packaging which lets you see the food product may make you feel better as a consumer. (Perner 2005). Customers
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confidence increases in the product they want to buy if they are able to view the product. Customers want to quickly survey the foods freshness to be on the safe side and feel more secure about their purchases.
2.5.1.New Innovation in Transparent Packaging:

According to a recent study by H. Ahtiainen (2009), scientists have discovered a new material that contains an ingredient which is normally used to make bricks. They say that this material can be used in the packaging of food products as a transparent coating. According to research, this material has the potential to strengthen the product packaging and particularly improve the performance of plastic food packaging. The scientists say that the material is called nano-bricks, and the technology is called as nano technology. The film or coating made with these nano-bricks appears like brick and mortar if examined under a microscope. This coating can help food and beverages to stay fresh and flavourful for longer, even if the packaging is transparent, and is better than foil packaging for making food products last longer. It is, according to these scientists, eco-friendly. The whole concept was discussed in detail on the 21st National Meeting and Exposition of the American Chemical Society in 2011.
2.5.2.Future of Nano-technology in Transparent Packaging:

Transparent food packaging film makes up a multi-billion dollar global market, with growth driven by the rising demand for fast moving consumer goods, particularly convenient food items. Worldwide sales of nanotechnology products in the food and beverage packaging sector rose to 687.5 million EUR in year 2004 [from the initial amount of 120 million EUR in 2002], according to a study carried out by Mr. Helmut Kaiser who released a paper in year 2005. This nanotechnology was forecasted to change nearly 25 % of the food packaging business in the next decade and the fast growth was suspected to come mainly from the rapid increase in the applications employing nanotechnology. (Patton, 2006). This technology, by far, is regarded as the promising benefit of nanotechnology in the food industry. Food packaging industry is moving at full speed with nanotechnology products and keeping the main aspects of improving food safety, quality and
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optimizes products shelf life in view; active or smart packaging is leading the way. Numerous companies and universities are developing packaging that would be able to alert if the packaged food becomes contaminated, respond to a change in environmental conditions, and self-repair holes and tears. (Ahtiainen,2009). Antimicrobial packaging is another aspect of nanotechnology as its most promising innovations. Scientists at some big companies like Kraft, Bayer and Kodak are developing a range of smart packaging materials that will absorb oxygen, block out harmful gases, and detect food pathogens and alert consumers when the food is beginning to spoil. In Netherlands the nanotechnology has gone a step further as scientists developed nanopackaging that will not only be able to sense when food is beginning to spoil, but will also release a preservative to extend the life of that food. (Ahtiainen (2009) Nanotechnology researchers in the United Kingdom reported last year that both zinc oxide and magnesium oxide had been found to be effective in killing microorganisms. (Patton, 2006) In beverages industry also scientists have developed clay Nanocomposites to be used in plastic bottles to extend its shelf life of beer and make plastic bottles nearly shatter proof. Oxygen cannot be escaped from the bottles as inner nanocrystals in plastic create a molecular barrier that prevents it from escaping. It helps keep beer fresh for about six months but scientists are still working on a bottle that will extend its life to 18 months. South Koreas Hite Brewery and Miller Brewing company are already using this technology. (Ahtiainen 2009) Another innovation in nanopackaging comes from Bayer, a chemical company, which states that it is developing a transparent plastic film with nanoparticles of clay, which block oxygen, carbon dioxide and moisture from reaching the contents, whether it is meat, vegetables or anything else. These nanoparticles of clay will not only reduce the weight of the plastic but will also increase the packs strength and heat resistance. (Ahtiainen 2009).
2.5.3.Consumer aspects regarding the use of nanotechnology:

BfR commissioned a survey regarding the use of nanotechnology. They found that consumers were sceptical when asked about utilising nanotechnology in foods but
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were not so resistant to use nanotechnology in other, non-food areas. About 66 % of the respondents said that the use of nanotechnology in food materials presents more benefits then risks involved and further said that they are in favour of further development. The commission also stated in its report that they the information they received was more reliable from consumer groups and received least reliable from politicians. They were also sceptical of information originating from the business community. (Ahtiainen 2009).
2.6 Why Transparent Packaging:

2.6.1.From Customers view point:
(Jrvel, 2004, p. 16-19) studied As simple and handy as possible on consumers views on grocery packaging. The study said that the fundamental requirement for a good package is its functionality in daily use. Apart from this, a good package also has some positive properties like it should have environment friendly packaging, the recyclability or disposability of the packaging materials, clear packaging markings, durability and easy openings and closing packaging. According to Consumers a package is suppose to be good that will keep food in good quality even when it is transported, stored or used. Apart from these properties, Transparent Packaging was considered a good property as well. When customers are able to see what is packed, it creates trust in their mind and it gives them an opportunity to evaluate the content and quality of the product themselves. Most of the customers love to see the product inside and they think that the product which they are buying is a kind of where the outlook is important and they cannot see it because of the packaging, it creates negative impression in their minds and they think that they are deliberately prevented to see the product. Some customers were disappointed by the packaging size, as they said that the size of the package was much bigger then the actual product inside and that is why they mentioned this as a one package development theme. (Jrvel, 2004, p. 16-19) (Huttunen July 2007) studied consumers opinion about transparency of food packages. His aim was to find out the importance of transparency of food package in the buying process. The products chosen for this study were foodstuff, such as dairy
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products, meat, beverages. Packed vegetables, cereals, beer and cider. Customers kept transpareny of food packaging as a relatively important property and most of the customers response was in affirmative for the transparent packaging. For the products like packed vegetables, meat, cheese and confectionaries transparency was considered as highly important. Research also revealed that the transparency was valued more by women than by men, exceptions being beverages, spices and dried herbs, bread and beer. (Ahtiainen 2009) Consumers also thought that protection of the product, easy opening and low cost were important things for them. (Vh-Nissi, 2005, p. 2-3).
2.6.2.From Manufacturers view point

The manufacturers have to consider materials, sales and processes as well as good designs which lead them to new features and product differentiations through packaging sizes, product visibility and other effects. (Vh-Nissi, 2005, p. 2-3). However many food manufacturers think that packaging which lets you see the food product may make you feel better as a consumer, but it is not good for the food. (Truelove, 2007). Manufacturers are of the view that by making the product more visible can reduce its shelf life. They were of the concern that it would have bad impression on sensitive foods which are vulnerable to light and which will start deteriorating more rapidly if exposed. Apart from this the manufacturers have to look into other aspects as well like air tightness of the package, which can make the product lumpy upon exposure to air and humidity. It is also more common nowadays that food packages are transported longer distances and even from one country to another and manufacturers are worried that packages with windows might weaken the whole packaging structure. (Vh-Nissi, 2005, p. 2-3). Other factors which drives manufacturers to develop their packaging are the environmental issues and cost savings. Retailers today demand from manufacturers to reduce the material content without loosing anything of the product quality. That way consumer can decrease on amount of waste and the final package will be more environmental friendly and more sustainable, but still the package has to be suitable for logistics and small store space requirements. (Vh-Nissi, 2005, p. 2-3).
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2.7.Different types of food packaging materials:

There are number of food packaging materials available to the manufacturer which includes metals, paper, cardboard, glass, plastic, Styrofoam, and wood. Theses different materials have different aspects of advantages and disadvantages as some of them provide high degree of insulation and protection but will limit the consumer from seeing the food. Others provide high visibility but minimal protection.(S.E. Smith et al, 1995) Manufacturers of the packaging have to look into other aspects while designing and selecting the material. In initial transport, the main concern should be to keep the food safe and individual packages may be stacked or loaded into larger cartons and pallets for protection. When the food reaches its destination the packaging needs to catch the eye of the consumer once it is set on the shelves, while still offering protection. For chicken and meat products, it is important to see packaging materials like trays made from Styrofoam, wood, cardboard or plastic which make the food products to sit in a solid base that may be covered with flexible or rigid transparent plastic for visibility, to let consumers to see the food as they buy. This also allows the customers to witness the color and shape of the product as to make them sure of its freshness. Another form of packaging of food is that of Aseptic Packaging. This type is used for products like canned foods, soups and sterilized milk. It is usually in the form of a can or jar. Contents inside this type of packaging are not visible to the consumers as to protect the food from light. The food inside is not visible, as the packaging needs to protect it from light. Glass has an extremely long history in food packaging; the 1st glass objects for holding food are believed to have appeared around 3000 BC (Sacharow and Griffin 1980). Often surface-coated glass containers are used in food packaging in order to provide lubrication in the production line and eliminate scratching or surface abrasion and line jams. It also increases and sustain the strength of the bottle to reduce breakage. Improved break resistance allows manufacturers to use thinner glass, which reduces weight and is better for disposal and transportation. (Marsh K, Bugusu B. 2007) 16
Advantages: Glass packaging has several advantages for food as it is odourless and chemically inert with virtually all food products. Glass is impermeable to gases and vapours, the result of which it maintains product freshness for a long period of time without impairing taste or flavor. It has the ability to withstand and bear high processing temperatures which makes glass useful for heat sterilization of both lowacid and high-acid foods. Visibility is an important aspect of glass as it allows consumers to see the product yet variations in glass color can protect light-sensitive contents. Finally, glass packaging benefits the environment because it is reusable and recyclable. Disadvantages: One main disadvantage is of its heavy weight which adds to its transportation cost. Manufacturers are working closely and putting in their efforts to use thinner glass but still it is a main disadvantage. Another concern is its brittleness and susceptibility to breakage from internal pressure, impact, or thermal shock. Glass containers are used for prepared foods like salsa and hummus. These packaging materials keep the food safe until use and sometimes may provide the opportunity to the consumers to see the contents inside. Fresh foods like seafood and meats sold from a counter may be packaged in paper and wax wrappers. Metal is considered as the most versatile of all packaging forms because it offers a combination of excellent physical protection and barrier properties, formability and decorative potential, recyclability, and consumer acceptance. The two main types used in packaging are aluminum and steel. Advantages: Aluminum is highly resistant to corrosion and provides highly effective barrier to the effects of air, temperature and moisture. Aluminum has good flexibility and surface resilience as well with excellent malleability and formability, and outstanding embossing potential. As far the recycling is concerned it is an ideal material for that because it is easy to reclaim and process into new products. Its usage is mainly among light packaging as soft-drink cans, pet food and sea food. Disadvantage: The main disadvantages of aluminum are its high cost compared to other metals (for example, steel) and its inability to be welded, which renders it useful only for making seamless containers.
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Plastics are the most commonly used source for packaging over decades. Plastics are made by condensation polymerization (poly condensation) or addition polymerization (poly addition) of monomer units. It can be made into sheets, shapes and structures offering considerable design flexibility. Plastics are popular and mostly in used today because it is inexpensive and lightweight and they are chemically resistant. In fact, many plastics are heat sealable, easy to print, and can be integrated into production processes where the package is formed, filled, and sealed in the same production line. The two major categories of plastic are; thermo sets and thermoplastics (EPA 2006b). Thermo sets: These polymers cannot be remolded when heated. They are strong and durable and are mostly used in automobiles and construction applications such as adhesives and coatings. They are not used in food packaging. Thermoplastics: These polymers can be soften up when they are exposed to heat and can return to its original form at room temperature. Thermoplastics are ideal for food packaging as they can easily be shaped and molded into different products such as bottles, jugs, films all made of plastic and are considered ideal for food packaging. The use of plastics in food packaging has continued to increase due to the low cost of materials and functional advantages (such as thermosealability, microwavability, optical properties, and unlimited sizes and shapes) over traditional materials such as glass and tinplate. (Marsh K, Bugusu B. 2007). Multiple types of plastics are being used as materials for packaging food, including polyolefin, polyester, polyvinyl chloride, polyvinylidene chloride, polystyrene, polyamide, and ethylene vinyl alcohol. Although more than 30 types of plastics have been used as packaging materials (Marsh K, Bugusu B. 2007), polyolefins and polyesters are the most common. Manufacturers are always looking to explore new ways and develop new methods for food packaging in order to get the attention of the consumers in todays world. Some have come up with a feature like temperature sensors to alert consumers to the fact that food has been stored in unsafe temperatures. Companies have to work closely with other manufacturers to learn more about what is available. (Kenneth Marsh and Batty Bagusu, 2007) carried out a study about roles, materials and environmental issues regarding food packaging. The different types of food packaging materials, according to them are classified as below; 18
2.8 Different Components of Packaging

A study was conducted the purpose of which was to know what consumers think of food packaging and its influence on food choices. The packaging feature, which leaves an impression on most of the respondents choice of brands, was the information on the label (41 %), quality and type of packaging was (24 %), the brand name and visual impact was (12%). In an answer to the question if the attractiveness of the packaging could affect their decision making process was (85%), however, most of the respondents approximately about (92%) believed that the packaging material can inversely affect the quality of performance of a food product. (PetersTexeria,Angela and Badrie,Neela. 2005). Despite the importance of Packaging as a strong marketing tool, it has received very little or marginal research. The main purpose for the management is to understand the importance of Packaging and take advantage of it as a strong marketing tool to enhance their businesses. (Bo Rundh, 2005) Foods, unlike durable goods such as electronics and furnitures, are usually perishable products. Foods have safety aspects and relatively very short shelf life. Therefore food packaging is quite different from the packaging of durable products. (Jung H .Han). (Rooney M, 1995) with the passage of time everything has changed, so there is also an innovation involved in food packing. One of the new types of food packing is Active Packaging. Active packaging technologies involve interaction between the food, the packaging material, and the gaseous atmosphere. The role of packaging is constantly changing, and in future its function will be more integrated with the image of the product. Food packaging, development can be viewed as driven by consumers, distribution needs, and new materials. (Kenneth Marsh and Batty Bagusu, 2007) Winkless, Barry & Mann Darrell (2003) food packaging innovation have following attributes; like new packaging materials that improve product shelf-life, freshness and quality, that presents the food product in new and different ways (i.e. new packaging shapes, new graphic design etc), that increases product versatility (i.e. packaging that
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can be used in the microwave and the oven), and that increase ease of use (i.e. milk carton designs that are easily opened). Musttafa M.Hussain (2004) packaged food can be kept safely for a much longer period and it eliminates the possibility of adulteration. Packaged food may seem to be more expensive than loose supplied food. But the difference is indeed a small price to pay to exclude the serious health risks associated with loose food items. This is especially true for milk, which is consumed in every household.
2.9 Packaging and Product Class

Packages are claimed to attract attention when their appearances are not typical within a product class. (Garber et al., 2000; Schoormans & Robben 1997). In other words, past research has discovered that deviating packages attract attention. Other studies show that deviating package colors and shapes attract attention (Pires G, 2008). Underwood et al. (2001), on the other hand, found that pictures on packages attract attention particularly in cases when consumers are less familiar with a brand. Studies that have focused on other single signs than pictures on packages have found that such single package signs as colors (Gordon et al., 1994), brand names and materials convey brand meaning. Stuart Elliot (2009, New York times), wrote an article about the Package changing of a juice drink(Tropicana) and how it was being rejected by customers. Redesigned packaging that was introduced in early January was discontinued, and they opted for the previous version of package. The about-face comes after consumers complained about the makeover in letters, e-mail messages and telephone calls and clamoured for a return of the original look. Some of those commenting described the new packaging as ugly or stupid. Customers described the redesign as making it more difficult to distinguish among the varieties of Tropicana or differentiate Tropicana from other orange juices. Such attention is becoming increasingly common as interactive technologies enable consumers to rapidly convey opinions to marketers. Sims C, Trott P. (2010) singles out the importance of the intermediaries in the supply chain of packaged products. Intermediaries are the first to receive the product/package combination once it leaves the manufacturer, so they can be called as 20
first-tier, while the retailers are called as the second-tiers. According to Bowersox, to consider intermediary most specifically is important as they play an important role in logistics, handling and distribution of the product. Their inclusion will highlight new considerations in the development of new packaging ideas, such as weight, size and labelling which can specifically contribute to the enhancement of product packaging.
2.10 Environmental Aspects in Packaging

Colles & Beharrell (2007), highlighted the need of consumers to minimize the packaging layers, primary, secondary and tertiary, due to environmental aspects while those of the distribution chain may create a need to increase it to provide maximum protection to the product in logistics and distribution. The criteria can potentially be met by the development of more effective tertiary packaging while reducing the primary and secondary packaging or it can also be dealt with the removal of secondary packaging through the design of effective primary package. Bytyqi Hysen, Vegara Mensur, Gjonbalaj, Mehmati, Halim, Njazi (2008) have
research on analysis of consumer buying behavior in regard to dairy products in kosovo. This survey was carried out by the Department of Livestock and Veterinary Sciences, Agriculture Faculty of Prishtina, Kasovo during 2007. Interviews of 304 respondents were conducted in super-markets (677) and mini-markets (397) and later 23 interviews were completed in green market mainly for Sharri cheese and curd. To study the reasons for choosing milk products upon supply, a coding approach from 15 was used (1 = very important; 2 = highly important; 3 = average; 4 = less important; 5 = not important). Perception of consumers about dairy products was assessed using different variables i.e. habits, trust, price, quality, package, age of consumer, origin of product, type of shop, brand and gender of consumer. It was conclusion after analysis that the packaging has great effect on the purchase of dairy products. Kuvykaite R, Dovaliene A, Navickiene L, (2009)studied the different motives for the purchase of organic products and the factors that inhibit their purchases were examined with reference to gender, age and income level.
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The study also shows that what type of organic food was purchased and it showed mostly of the food was related to transparent packaging. Generally there seemed to have a relationship between the income available and the purchasing decision of the consumers. For this, a test was done and the relationship was tested but the researchers didnt find any significant relationship. However, when household income was tested against the amounts of organic food purchased it was found to be more significant although still not significant at the 5 per cent level. The customers whos income level was low were the least regular purchasers of the organic food products. They were placed in the lowest bracket; however, there wasnt enough difference in the next two income groups. The figures showed that the level of household income and those who would pay more for organic food, the figures remained consistent across time. According to this study, gender was on the top among organic food purchasers which was followed by level of income and then age. Rita Kuvykaite1, Aist Dovaliene, Laura Navickiene (2009) worked on impact of package elements on consumer purchase decision. Material are the most important visual elements for purchasing both milk and washing-powder, in this case form, color and graphic could be treated as unimportant elements of package. When analyzing importance of verbal elements, it could be stated that product information and country-of-origin are the most important elements. Furthermore its worth to add, that producer and brand couldnt be underestimated too, because the importance of both of these elements is treated by customers above the average. Comparing the impact of visual and verbal elements of package on consumers purchase decision it could be stated that verbal elements are more important than visual ones, when purchasing both milk and washing-powder. According to the research model developed the impact of packages elements on consumers purchase decision depending on time pressure, consumers involvement level and individual characteristics were analyzed. Ulrich R. Orth (2006), who studied Packaging Design as a resource for constructing Brand Identity, had some interesting insights. A thorough review of the past literature on packaging design tells that there are no specific guidelines for developing an
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effective and holistic packaging design, shapes, size, colour, typography or impression. The research by Ulrich was conducted by collecting information and data in four stages. In the first stage, a list was established of the strategically relevant brand impressions for wine. Then, appropriate wine packaging design elements were studied and identified out of which a small sample of real and representative designs was selected. Thirdly, the sample was handed over to professionals in the design and advertising industry, who rated the wine packaging designs on the previously identified design elements. The purpose of this research was to generate simple guidelines for the management of strategic brand impressions. World Packaging Organisation in 2005 introduced a new packaging for soap, a totally transparent pack as a new innovative move. This move provides a great on-shelf product differentiation for the soap. Glycerine bits are used in a soap, this transparent packaging allows these glycerine particles to be visible. This development was a South African first in the soap market and a special positive note is the mouldinhibiting function of the pack compared to its previous paper wrapping.
2.11 Consumer attitude and behaviour:

From decades consumer behaviour has been always of great interest to marketers. It helps the marketers to get to understand how consumers think, feel and select from alternatives like products, brands and the like and how the consumers are influenced by their environment, the reference groups, family, and salespersons and so on. Factors such as cultural, social, personal and psychological influence consumers buying behaviour. Most of these factors are uncontrollable and beyond the hands of marketers but they have to be considered while trying to understand the complex behavior of the consumers. Basic idea behind the consumer research was questioning of buying reasons, however researchers have to go deeper and also ask people how and in which circumstances purchase and consume. (Nihan 2007). Consumer behaviour is a dynamic process, because of the continuous change in ideas, perception and activities of consumers as an individual or in a group. (Olson and Peter 2008). There are number of definitions available and every marketer and researcher have defined and explained it by their own way. Peter and Olsen defined it as overt consumer behaviour that means consumers activities which can be 23
analyzed by qualitative and quantitative methods. All consumers are exposed to social pressure, culture, family, personal influence and situation effects.
2.11.1 Internal factors affecting consumer behaviour:

Demographics and Personal choices: Change in population every time and then, is an important aspect as a researcher is concerned. So that is why a researcher is always interested in demographics of population to see how population is changing in numbers, and distribution of genders, age, economic situation birth rates and etc. As economic activities for companies have been increased by women it put them in the first place before men who purchase more. (Nihan 2007). Another important aspect is that of personality as it separates a single consumer from the society. Personality is regarded as strong and consistent responses to stimuli. Having certain personal values in many ways could be a marketing tool to connect some people with definite products and brands. (Nihan 2007) According to a research, people who like and prefer strong coffee seem to be more social and aggressive than the consumers who prefer light and milky coffee. Due to this fact some coffee companies redesigned their cafes. (Nihan 2007) Another aspect of personal choices is that of a Lifestyle of a person. For a researcher it is important to measure and know how consumers spend money, time and in which way a person is showing of own values and choices to consumption. (Nihan 2007). Consumer attitude: Consumer attitude has supposed to have a significant effect on purchasing decision of a consumer. This word Attitude is mentioned and used by the society so often with different meanings. Simply, attitude has been defined by Allport a mental and neural state of readiness, organised through experience, exerting a directive or dynamic influence upon the individuals response to all objects and situations with which is related. Marketers need to know whether the marketing strategies and impact of advertisement are affecting consumers or not and for this purpose they need to measure the attitude of people. Moreover, new products emerge in the market or existing products future demand can be predicted by measuring consumers attitude. (Nihan 2007) It is a normal practise these days by large number of companies and firms to conduct
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large scale consumer attitude surveys to notice the changes over time. There have been examples in the past about how the big companies end up with failure due to their lack o f interest in societys attitude changes toward their product. Consumer motivations: Consumers needs can always change time to time and marketers are aware of this thing that is why they are always aiming to satisfy the consumer sneeds that rise in certain time or period. Peoples needs and motivations are intensively connected to each other.(Nihan 2007). Motivations start up behaviour and direct to a goal or a specific action. Learning and Knowledge: Experience plays a vital role in learning and is considered as a base of learning. Scientists are of the view that almost all behaviours are learnt. The behaviour that a consumer adapt from his day to day shopping, interaction with different people information about a product and which product brand have importance to them, companies have to examine this knowledge of consumer very carefully. It can help the companies to motivate and reinforce consumer for buying behaviour. (Nihan 2007)
2.11.2 External factors affecting consumer behaviour

Culture and Subculture: Among the external factors that effect consumers behaviour. Culture is described as one the main and important factors that have a big effect on consumer behaviour and ideas. As we discussed in the learning and knowledge section above that behaviour is a learnt process and culture is suppose to have power on our behaviour. (Nihan 2007). Culture is a mixture of different values, traditions and norms in the society which is being practised from generations. When a product is being launched into the market that carries cultural specialities is expected to be well perceived from a targeted society. Consumers see a product very differently from cultural point of view. When they buy a product, they expect the product to perform to their needs, yet these needs differ in different cultures. For example, Miele, a German company for electrical machines have launched a washing machine that could last a decade and was a high performance one. It was an expensive one. It was received very graciously in Asia and Europe.
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Although its price was high, but as it tried to launch in North America it didnt receive a good response from their customers and sales dropped. This is all related to American culture. Their society is mobile and change their houses more often, they do not want to spend too much on this machine category instead they prefer rather cheaper and less efficient one. (Nihan 2007). As the eating habits are concerned, they also differ culturally. Most of the societies eat more healthy foods and some choose balanced nutritional meals. This health awareness movement has boomed natural and organic foods on the shelves of the supermarkets. (Nihan 2007) Social class: Income level, family background and profession are the indicators of a persons social class. The way the money is spent everyday and this expenditure are both considered in the social status. In Europe, there are social hierarchies like low, middle and upper class. People in the same one group seemed to have similar properties, like lifestyles, jobs and the taste for food and shopping is almost the same. This is because they are so socialized between each other. (Nihan 2007). Rapid changes are seen in social classes and their needs. For instance, in US and Europe old working class discrimination from office workers has been changed. However, by these rapid and sudden changes it does not mean that all habits will change, marketers need to be aware of these interactions. (Nihan 2007) Family and Group Influence: Family or family members play a vital role in the behaviour of consumers. Forming a family can change a persons behaviour totally as he move to a new phase in his life from independent towards a family man. (Chisnall, 1995). Family suppose to have different roles like initiator, influencer, decider or buyer. Group is a cumulative of people that have something in common. Family is considered by most researchers as the most common and natural group in the society and it acts together.
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2.12 FRAMEWORK OF STUDY
Visual Elements
[E.g. {outlook, color, shape, size, attractiveness]
Packaging Material
[E.g. protection from UV rays, barrier to oxygen &moisture, longer shelf life]
Consumers Intention to Buy
Environmental Friendly
[E.g. light weight, hygienic, easy transportation, easy storage]
Packaging Preference
[E.g. Transparent and Opaque, Switching, Comparison, Differentiation]
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2.12.1 Factors affecting consumer behaviour:

2.12.1.1 Visual Elements:
A packaging should also attract consumer attention with visual aesthetics that satisfy consumer psychological needs. This variable is about the visual comparison between a transparent and a non transparent packaging. Visual elements of a transparent packaging comprises of colour of the product, its shape, size, and its attractiveness. How these attributes can affect a customer when they are purchasing products. The importance of product visibility will continue to increase among consumers. (Vh-Nissi, 2005, p. 2-3) In addition to its basic function of protection, visibility is considered as the most look up to aspect in the product packaging which gives the buyer a clear authority to judge the product before purchase. It is a matter of all perception and communication. Visual elements are very important for a product to let consumers know about the products quality. Many food manufacturers think that packaging which lets you see the food product may make you feel better as a consumer. (Truelove, 2007). Customers confidence increases in the product they want to buy if they are able to view the product. Customers want to quickly survey the foods freshness to be on the safe side and feel more secure about their purchases. Size and shape of the product are also considered as important aspects of visuality. In the case of Pringle crisps, they differentiate themselves from others crisps through the uniform shape of its crisp. Not only does the packaging visually distinguish Pringles from its competitors, but importantly it also reinforces the brands unique distinction of uniform shape. Nexium tablets are known in the US as the purple pill. Encased in a purple gel cap, Nexium has established the colour of the package as a powerful equity. A study was conducted the purpose of which was to know what consumers think of food packaging and its influence on food choices. The packaging feature, which leaves an impression on most of the respondents choice of brands, was the information on the label (41 %), quality and type of packaging was (24 %), the brand name and visual impact was (12%). In an answer to a question that they would purchase a product that is more attractively packaged, 85.4% responded in the 28
affirmative. Most respondents (92.7%) believed that packaging material could adversely affect the quality of performance of a food product.. (Peters-Texeria,Angela and Badrie,Neela. 2005).
2.12.1.2 Packaging Material:

Packaging material refers to the material of which the package of a product is made of. Is it the same as that of an ordinary packaging or does it contain something ordinary which can differentiate it from other packaging. In case of transparent packaging, we look at the properties of the material being used in it. Is it a good barrier to oxygen and moisture and will it survive on the shelf for a longer period of time? For a food product, the type of characteristics to take into account are storage conditions, expected shelf life, barrier to outside forces like moisture and air, size and chemical composition. The main purpose is the same; to extend the shelf life of the product while maintaining its fresh quality. It not only becomes important to select a good material for the product but also it should be done at a cost effective price. Most important and critical feature of the package for affecting the quality of food product is Permeability. Therefore, knowing the important factors for material selection based on permeability is an essential part of the package design process. In order to have a good shelf life for freshly processed food, barrier packaging is very important. For meat and fish packaging, the barrier in the packaging is increased so that the product stays fresh for very long time. All the sea food packaging requires barrier bags and vacuum bags to get good shelf life of the product. Furthermore, Liquid Packaging are also used for some food and non-food products to give them a longer life. Examples are; fresh fruit juice packaging, mayonnaise, salad dressing, motor oil, liquid car wash, liquid hand wash, liquid detergent, liquid soap, whiskey packaging, soups is also packaged in barrier bags now. Researcher have developed new trends in the packaging material and the latest innovation in this regard is the nano technology which enables food and beverages to stay fresh and flavourful for longer, even if the packaging is transparent, and is better than foil packaging for making food products last longer. It is, according to these scientists, eco-friendly. The whole concept was discussed in detail on the 21 st National
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Meeting and Exposition of the American Chemical Society in 2011. This technology, by far, is regarded as the promising benefit of nanotechnology in the food industry. Food packaging industry is moving at full speed with nanotechnology products and keeping the main aspects of improving food safety, quality and optimizes products shelf life in view; active or smart packaging is leading the way. Numerous companies and universities are developing packaging that would be able to alert if the packaged food becomes contaminated, respond to a change in environmental conditions, and self-repair holes and tears. (Garber, 2006). Antimicrobial packaging is another aspect of nanotechnology as its most promising innovations. Scientists at some big companies like Kraft, Bayer and Kodak are developing a range of smart packaging materials that will absorb oxygen, block out harmful gases, and detect food pathogens and alert consumers when the food is beginning to spoil.
2.12.1.3 Environment Friendly:

(Jrvel, 2004, p. 16-19) studied As simple and handy as possible on consumers views on grocery packaging. The study said that the fundamental requirement for a good package is its functionality in daily use. Apart from this, a good package also has some positive properties like it should have environment friendly packaging, the recyclability or disposability of the packaging materials, clear packaging markings, durability and easy openings and closing packaging. According to Consumers a package is suppose to be good that will keep food in good quality even when it is transported, stored or used. By Environmental friendly we mean that the transparent packaging of a product is light weight and is easy for transportation as compared to bulky cans and cartons. People nowadays prefer easing opening and closing of a package and transparent packaging tends to provide these facilities to its customers and trying to develop new ways to make the package easy and simple for usage. Hygiene is another issue that transparent packaging can be associated with. Food safety is a major concern of consumers. People expect to find pure, uncontaminated food in their supermarket. They look for packaged goods that are safe, properly sealed, and free of bacteria or other causes of deterioration. Keeping all the needs of the consumers in mind scientists have been working really hard to
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develop different kind of packages for food that would meet all the necessary needs of the consumers which they see in a good package. PVDC ( Polyvinylidene chloride) is another feature which is being introduced in packaging materials and which has the tendency to be a good barrier to humidity, moisture and air. They make safe hermetic seals with high integrity and are resistant to damage from flexing and scratching. In pharmaceutical packaging, if they are not properly packed they can lose efficiency and may even cause undesirable effects because they are very sensitive to moisture. So pharmaceutical companies are using PVDC in their packaging material as it can match the demanding needs for higher levels of barrier protection required. PVDC barrier films also have the tendency to extend the shelf life for non-preserved food for several months as consumers nowadays are becoming more attentive to the link between food and health. Nowadays customers want light weight packaging for the products they want to buy and PVDC has worked a long way in on this issue. Using PVDC barrier films in packaging is the most cost-efficient way to reduce weight while retaining performance equivalent to heavier packaging systems. Using PVDC can have substantial effect on weight reduction, as they did in the baby food powder sachets where almost 30% of weight is reduced by using PVDC coated paper. PVDC film wrapping promotes efficiency in centralised supermarkets. Large cuts of meat protected by PVDC shrink films are cut into smaller portions and rewrapped in film before final delivery to the retail store. (Vic m Brain, 2011) in one of his online articles discussed the importance of transparent plastic used in packaging. According to him if the manufacturer selects the right packaging method, keeping in mind the type of food, it will be able to extend the lifespan of the foodstuffs. Apart from this food in transparent plastics are very easy and very safe for storage as well as for transportation. They require less space when transported and can cut down on cost incurred. Also the packaging should include information regarding instructions, recycling, product and expiry dates.
2.12.1.4 Packaging Preference:

Talking of edible items out of convenience goods, it is quite clearly seen that in terms of its design and structure there are many forms existing, but in terms of the material
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of the package, there are only two possible and available materials, OPAQUE & TRANSPARENT. All the items available in packaging are either transparent or opaque. Customers either go for transparent packaging or opaque depending on their choice. How these two types can be differentiated or compared and does a local brand in transparent packaging has an edge over a foreign brand in opaque packaging? New innovation in the packaging industry are taking place very rapidly and manufactuers are adapting to new packaging styles and designs moving apart from the old conventional style of packaging. Opaque packaging has its own characteristics and features which enable customers to take interest in these packaging. Bright colors, textures, different designs, different font styles are some of the features which can be related with opaque packaging. As the industry developed over the past decade, packaging manufacturers are also taking different considerations into account as how to make packaging more appealing to the customers. How to differentiate their product among others on the shelf as well as how to provide maximum barrier to moisture and air so that the food inside the package remains fresh for a longer period. As people nowadays are concerned with the hygiene and quality of their product and they want to physically see the product before purchasing. . Transparency is an obvious trend that has become critical to the food packaging industry. If you are hiding the product from customers, they assume the worst (Deli Business magazine, February/March 2010). Transparent Packaging is one of the methods which can differentiate the product in its category. (Jrvel, 2004, p. 16-19) People nowadays are more diverted towards transparent package food items where they can physically see their product. Transparent Packaging was considered a good property as well. When customers are able to see what is packed, it creates trust in their mind and it gives them an opportunity to evaluate the content and quality of the product themselves. For local manufacturers, this is an opportunity for them to compete against foreign products by means of transparent packaging as it is cheap and affordable.
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CHAPTER 3: RESEARCH METHODOLOGY
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3.1 Introduction:
This chapter describes the methodological approach to this study in detail. For this, a framework called Research Onion is used which is developed by Saunders, Lewis and Thornhill (2007). Different aspects of the research is being classified into categories such as Philosophy, Approach, Strategy, Choice, time horizon, sampling techniques and data collection.
3.2 Methodological consideration:

3.2.1 Research Philosophy:
Saunders researcher philosophy order to et al.s (2007) an research onion model initially encouraged the to determine answer the appropriate research philosophy. The research
promotes consideration on how knowledge should be developed in research question. For this study, the ideal philosophy is
Interpretivism as it tries to understand the meaning humans attach with any experience. As the study is mainly on the perception of consumers on transparent packaging, which can only be described by experiencing the service, therefore, other philosophies such as realism and idealism are dismissed as they reject the notion of experience.
3.2.2 Approaches:
The research is based on a deductive approach. Problem statement and research questions were constructed, from which hypothesis was derived. Then a survey was carried out for observation of consumer behaviour. Results of the survey served as confirmation of the problem statement.
3.2.3 Strategies:
Arlene Fink (2003) recommends survey as an ideal research strategy in a qualitative research. According to him an open ended survey can be used in qualitative research to collect primary data. It is noted that qualitative survey can provide depth and individual meaning to the questions of interests. (Gratton and Jones 2004).
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Another reason of choosing the open ended survey is because of its cost and time effectiveness also it will also reduce the biasness as the same set of questions would be asked from everyone. Other qualitative methods could also have been used such as Grounded theory or Ethnography but rejected because of its time consuming nature.
3.2.4 Research Choices:

The other layer in the Saunders Onion model is that of the choice of research, either Mono method, Multi method or mixed method should be used. For this particular survey a mono method research is adopted. According to Maxwell (2005), this method is particularly useful when the research subject is complex and cannot be answered by simple yes or no hypothesis. He also noted that mono method is much easier to plan and carry out. Mono method is not dependent on sample size with meaningful results can be generated from very small sample groups. There are other research choices as well such as multi method and mixed method which can also be used in a survey. Multi method is used when a researcher uses more then one data collection method whereas, mixed method make use of multiple collection methods, regardless of it being qualitative and quantitative method. For this survey multi method and mixed method are not chosen mainly due to time and budget constraints.
3.2.5 Time Horizons:

Next layer in the Saunders onion model is that of time horizons with two categories; Cross-sectional and Longitudinal. For this study a cross-sectional study is chosen over longitudinal. Saunders et al (2007) finds that most of the academic studies will be using a cross sectional technique due to the time constraints involved. Longitudinal studies are helpful for observing subjects over a time frame, which are more suitable if studying change and long term development.
3.3 Data Collection sources:
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Various sources were accessed with respect to the topic of transparent packaging on consumer behaviour, which led to an understanding of the secondary data and the analysis of primary data.
3.3.1Secondary Data Sources:

Publications: This includes journals, articles, write-ups, reports and books from various authors in regards to Packaging. These publications are chronicled in the Reference section of this study. Binary University has provided us with the access to a couple of online journals which become very feasible for collection of data and reading out some very good and aspiring journals.
Internet: Relevant and recent data to be used for this study was collected from
different journals. For articles and research work Google and Yahoo were being used for information.
3.3.2 Primary Sources of Data

The research is mainly exploratory so a lot of surfing has been done on the minds of people by circulating questionnaires among them to get the right answers. A detailed questionnaire was prepared covering different psychological aspects of the buyers, mind. This way of carrying out a survey is the most commonly used method in order to know the cause of something. 372 were sampled as this sample size was determined
to be quite reasonable and sufficient for data analysis.
3.4 Data Collection Methods:

A survey research method of data collection adopted in this study was questionnaires. The questionnaire was selected to collect data for the research because it ensured quantifiable responses for the same items from all respondents. Furthermore, it saved both time and cost to distribute and analyze. Distributed questionnaires to customers to provide a deeper understanding of the issues being investigated, and to complement and provide deeper insights into the findings of the quantitative analysis. There are two ways of compiling data, which are described below;
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3.4.1 Qualitative Technique:

This methodology will help to include reviewing different literature with regards to the topic in question. Which also cooperates in formulating questions for my surveys, as according to Haron and Sahed (2005) formulating new way is difficult and requires time and experience. So it will be efficient to follow up with qualitative techniques to form this research.
3.4.2 Quantitative Technique:

The technique followed in this research was quantitative. Data was collected through questionnaire and then coded into the software SPSS. It is easy to use and has various tools to present the results of the study organized way. This software enabled detailed quantitative analysis of the collected data. After the coding of the data into the software, variables were then defined in the Variable View. The tests carried out on the results of the data would be discussed in the next chapter. .
3.4.3 Primary research tool: Questionnaire

The main objective of the questionnaire in this study is to get information from proper respondents who are customers, on the factors that influence them to purchase food items that are transparent in packaging. The scope of the study is mainly edible items out of FMCGs. Due to time and cost constrains and the large sample size, a questionnaire has been designed by keeping in view the literature review and from existing questionnaires in similar studies. After that a pilot study has been conducted. Questionnaires are a source of fast feedback and are not as sensitive as interview. (Sekaran 2003; Saunders 2002). The sample of questionnaire used for this research is stated in the Appendix 1. The questionnaire for this study is made up of two parts. The first part deals with demographic information which includes gender, age, level of Education and income level of the consumers.
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The second part is about the respondents level of agreement towards the factors that affect consumer behaviour. A scale of 5 is being used for this part for the respondents to tick the appropriate answer ranging from Strongly Agree to Strongly Disagree.
3.5 Research Design:

The plan used by the researcher in order to collect the data for his study and to analyze that particular data is called research design. It is basically a bridge between the research questions and the data collected and shows how the objectives were reached through data analysis using various tests (Punch, 2000). It can either be exploratory, descriptive or explanatory. Exploratory research is explained by having focus group interviews, structured or semi-structured interviews with relevant experts and going through the literature related to the study (Saunders et al., 2009). Descriptive research As its name suggests, it gives a description of the survey population that has been chosen to participate in the study. Its purpose is to collect, organize and summarize information about the research problem and issues identified in the research problem (Punch, 2000). Explanatory or Causal research as described by Punch (2000), clarifies the problem under investigation and explains why the proposed solution was suggested and it also explains the complex web of interrelated variables identified. For this particular study, Descriptive research will be used to examine research problem and measure the impact of transparent packaging on consumer behaviour. Casual research will also be used as it attempts to explain the nature of the relationship or association between the dependent and independent variables, through the testing of the developed hypotheses.
3.6 Sampling design:

3.6.1 Survey Population
This refers to the entire group of people, events or things of interest that the researcher wishes to investigate (Sekaran, 2000). The survery population for this study consists of different consumers from the hypermarkets and supermarkets across Klang Valley. 38
3.6.2 Sampling Method

Selecting an appropriate sample size is a critical aspect in research with particular reference to this study. The target market for this study was consumers from hyper and super markets in Klang Valley. Since there are so many customers visiting these markets, so cluster sampling method was adapted. A sample size of 372 was drawn out from the sample population using the R.V Krejcie and D.W. Morgan method. A sample of 372 was convincing enough as a true representative and this was considered for the purpose of this study. Cluster sampling method was adopted for this particular study irrespective of age, gender, income, occupation, and educational level so that the results are accurate and practically implementable. The questionnaires were distributed among customers in selected areas under cluster sampling.
3.6.3 Sample composition:

For this particular study, the cross tabulation of distribution of sample by gender and education has been conducted and shown below in the table 3.9 Table 3.6.3
gender person test * education person test Crosstabulation Count education person test Diploma/Foundatio n gender person test Male Female Total 19 36 55 U/Graduate 51 56 107 P/Graduate 82 54 136 Others 5 12 17 Total 157 158 315
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Fig. 3.6.3 The above table and the bar chart shows that the highest number of male respondents out of 372 in Post graduates are 82, whereas the post graduate number for females is 54. In the Undergraduate section the number of males is 51 whereas 56 females are in Undergraduate section. The number of males in the diploma/foundation level is 19 whereas 36 females are there in that group. The least number is that of the other catergory, where the total number is 17, out of which 12 are males and 5 females. This distribution shows the total 315 respondents are valid and distributed based on gender.
3.7 Respondents Feedback

A total of 372 questionnaires were circulated in hypermarkets and supermarkets in Klang Valley in order to collect sufficient amount of data to be analyzed. The following is the feedback:
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Unfilled Questionnaires Out of 372 questionnaires, 17 were not filled whereas 23 were not returned by the respondents. Incomplete Responses Out of 372 questionnaires, 17 of them were incomplete and could not be used for data analysis.
3.8 Data Processing:

Before going for the data analysis, it is important to go through the responses, sort and code them before using the chosen statistical tools for analysis.
3.8.1: Data Coding:

Data coding is the process of classifying or assigning each answer being given by the respondent in the questionnaire with a numerical score. It can also be defined as grouping values to various responses from the survey. The data obtained from the questionnaire was entered into the software SPSS 16 for outputs of results.
3.8.2 Statistical Techniques for Analysis

The following techniques would be used for the analysis of the data; Descriptive Statistic such as frequencies will be used for analysis of the demographic items. Reliability test would be conducted to find out whether the data collected from the respondents is reliable enough. Normality test would be conducted to find out whether the data is normally distributed among the respondents. Spearmans correlation will be used to measure the degree of the relationship between related variables. Kruskal-Wallis test would be used to find out the relationship between consumer behaviour and level of the income of the consumers with respect to transparent packaging.
3.9 Measurement criteria:
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Validity is the extent to which a test measures what it claims to measure. In order for the results to be accurately interpreted, rest should be valid. It is measured by a relationship between the test and the behaviour it intends to measure. It cant be determined by a single statistic. There are three types of validity:
3.9.1 Content validity:

Content validity is when the items on the test represent entire range of possible items the test should cover. It is known that content validity also demonstrates that the items do sense, have face validity and are internally consistent, as measured by coefficient alpha. Face validity shows that the questions or measures are logical and appear to make sense and measures what it is intended to measure (Saunders, 2009).
3.9.2 Criterion-related Validity:

If a test has demonstrated its effectiveness in predicting indicators of a construct, it is said to have criterion-related validity. Criterion related validity picks one or more criteria or standards for appraising a graduated table. (Sekeran, 2000).
3.9.3 Construct Validity:

If a test demonstrates a relationship between the test scores and the prediction of a theoretical trait. It can also be defined as the extent to which the measure questions in your survey instrument actually measure the presence of those builds you intended them to measure (Saunders et al,. 2009). Intelligence tests are one example of measurement instruments that should have construct validity.
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CHAPTER 4: DATA ANALYSIS

4.1 Introduction:
Data analysis chapter will show the analysis and tests to examine the impact of transparent packaging on consumers behaviour. The results that were being obtained from the questionnaires would be presented statistically in this chapter. SPSS software for different tests like demographic information, reliability tests, normality tests and non-parametric correlation will be presented.
4.2 Descriptive Analysis:

This section would present the descriptive statistics by using frequencies related to the surveys demographic profile. Following are the results of the analysis.
4.2.1 Frequencies:
The table 4.2.1(a) below showing the frequency statistics of gender of demographic variables. Table 4.2.1(a)
Gender Person test

Valid Male Frequency 157 Percent 49.8 50.2 100.0
Female 158 Total 315
The above table shows that a total of 315 questionnaires were entered into the software out of which male were 157 with 49.8 percentage and female were 158 with 50.2 percentage. Next step in the demographic tests is that of age shown in the table 4.2.1 (b).
Table 4.2.1(b) 44
Age Person test

15-25 yrs 26.36 yrs Valid 37-46 yrs 47 & above Total Frequency 131 107 60 17 315 Percent 41.6 34.0 19.0 5.4 100.0
From the table above, which is the age test, it is shown that out of 315 respondents, 131 were in the age category of 15-25 years which makes 41.6%, 107 were in the range of 26-36 years which makes 34 %, 60 respondents were in the age limit of 3746 years which becomes 19% and the respondents who were 47 years of age and above were 17 which makes 5.4%. Nest step in the demographics is the Education level test which is shown below in the table 4.2.1 (c). Table 4.2.1 (c)
Education Person test

Frequency Percent Diploma/Foundation U/Graduate Valid P/Graduate Others Total 55 107 136 17 315 17.5 34.0 43.2 5.4 100.0
In the above table for education person test, it is shown that out of 315 respondents 55 were in the category of diploma/foundation level which makes 17.5%. Undergraduates were 107 which makes 34% of the total of 315 respondents. 136 were in the category of Post graduate which are 43.2% while 17 respondents belong to the category of others which makes 5.4%.
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Final test in the demographic section is that of income test. The following table 4.2.1(d) shows the results of the income test. Table 4.2.1 (d)
Income person test

Valid RM 500-1000 RM 1000-3000 RM 3000& above Frequency 91 113 111 315 Percent 28.9 35.9 35.2 100.0
From the table above 4.2.1.(d) it shows that 91 respondents are in the category of RM 500-1000 which makes 28.9% of the total. 113 respondents are in the category of RM 1000-3000 which makes 35.9% whereas RM 3000 & above makes 35.2% of the total.
4.3 Reliability test:

Cronbach's alpha is the most common measure of internal consistency ("reliability"). This type of test is used when we have multiple likert scale in a questionnaire that form a scale and to show that if that particular scale is reliable.. To test internal consistency, the Cronbachs Alpha test was used to obtain a numerical value of 0.70 and above which shows that the study is reliable. The results are presented in table 4.2.
below
Table 4.3 Variables Visuality Packaging Material No. of items 6 4 Cronbachs Alpha 0.786 0.778 Cronbachs alpha based on standardization 0.788 0.778
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Environmental frienly Packaging preference Consumer behaviour
3 2
0.671 0.789
0.671 0.789
0.872
0.872
From the above table, the Cronbachs Alpha for Visuality, which is an independent variable, is 0.786 which is above the required minimum value for reliability. It exceeds the required minimum value of 0.70. therefore, we proceed with further analysis. Test for the second independent variable which is Packaging Material, the Cronbachs Alpha is 0.778 which is again higher then the required value of 0.70 for reliability. This shows that the elements in the questionnaire used to measure the packaging material is valid and we can further proceed with our analysis. . The third independent variable, Environment friendly, the Cronbachs Alpha is 0.671 which is a little lesser then the cronbachs value of 0.70 but we can take the round off value and can take it as 0.70. This shows that the elements in the questionnaire used to measure the environment friendly factors are valid and we can further proceed with our analysis. The next independent variable which is Packaging Preference, the Cronbachs Alpha is 0.789 which is higher then the required value of 0.70 for reliability. This shows that the elements in the questionnaire used to measure the packaging preference is valid and we can further proceed with our analysis. The last variable which is the dependent variable, consumer behaviour, the Cronbachs Alpha is 0.872 which is again higher then the required value of 0.70 for reliability. This shows that the elements in the questionnaire used to measure the consumer behaviour is valid and we can further proceed with our analysis. 47
4.4 Normality test:

Normality test is conducted to check whether the data is normally distributed as one of the assumptions of regression analysis is that the data must be normally distributed. The following table 4.3 is the findings from this test:
Table 4.4
Methods
Variables
Kolmogrov-Smirnova
Shapiro-Wilk Statistic 0.985 0.963 0.984 0.988 0.955 Significance 0.002 0.000 0.001 0.010 0.000
Statistic Visuality Packaging material Environment friendly Packaging preference Consumer behaviour 0.074 0.149 0.083 0.080 0.117
Significance 0.000 0.000 0.000 0.000 0.000
Shapiro wilk test is used for this study. The above table shows that the significant tailed test for the independent variables which are visuality, packaging material, environment friendly and packaging preference, is less then 0.05 which should be more then 0.05. As for dependent variable, consumer behaviour, it is again less then 0.05. so it means that the normality of variance is not assumed. So in order to achieve
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the desired assumption, the researcher moved to an alternative, that is the nonparametric method.
4.5 Non-Parametric correlations:

In order to analyze the strength of the relationship between transparent packaging and consumer behaviour, Spearmans correlation study was conducted. Spearmans correlation coefficient measures the strength of association between two variables. It can take any value between -1 and +1, where -1 represents a perfect negative correlation which means that the two variables are precisely related; however, an increase in value in one variable will lead to a decrease in the other variable. +1 represents a perfect positive correlation which means that the two variables are precisely related and an increase in value of one variable will lead to an increase in the other variable. Correlation coefficients between -1 and +1 represent weaker positive and negative correlations, a value of 0 means the variables are perfectly independent. Table 4.5 presents the results on the following page; Table 4.5
Variables Visuality Sig. (2 tailed) N Packaging material Sig. (2 tailed) N Environment friendly Sig. (2 tailed) N Packaging preference Sig. (2 tailed) N
Consumer behaviour 0.615 0.000 315 0.326 0.000 315 0.524 0.000 315 0.589 0.000 315
Spearmans rho
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From the analysis table, it is assumed that all the variables have positive Spearmans correlation coefficient. The variable with the highest correlation coefficient (0.615) is the visuality which is followed by Packaging preference and then by environment friendly. So by this test we can assume that if the manufacturers focuses more on these two activities of transparent packaging, it will change the perception of consumers more towards transparent packaging. In addition the significant 2 tailed test value are all 0.000 which are all significant at the 0.01 significant levels. Furthermore, from the correlation matrix above, a p-value of 0.000 was obtained for all the variables which are less than the chosen level of significance of 0.01. This shows that there is a significant positive relationship between the dependent variable that is consumer behaviour and the independent variables, Visuality, packaging material, environment friendly and packaging preference.
4.6 Test Statistics:

Table 4.6 Income Level Chi-Square Df Asymp.Sig. Consumer Behaviour 5.906 2 0.052
The table above shows the test statistics, H, for the Kruskal-Wallis test (although SPSS output label it Chi-Square, because of its distribution, rather than H), its association degrees of freedom of groups and the significance. The crucial thing to look at is the significance value, which is 0.052 for consumer behaviour; as this value is almost equivalent to the chosen value of 0.05 so we could conclude that the level of income level does not significantly affect consumer behaviour. More over the value 0.052 indicates that the behaviour of consumers does not significantly differ across different income level of consumers. The tables below show further information on this test:
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Ranks Income test CONBHVR RM 500-1000 RM 1000-3000 3000 & above Total N 91 113 111 315 Mean Rank 141.88 172.58 156.37
From the table, the mean of all the three groups; i.e RM500-1000, RM 1000-3000 and 3000 & above doesnt seem similar with respect to consumer behaviour.
4.7 Findings as per Research questions

1. Is there a significant relationship between visual elements of a product and
consumer behaviour on selected respondents of selected markets? In order to find out if there is a significant relationship between visual elements of a product and consumer behaviour, Spearmans correlation analysis was done. The spearmans correlation (r) was 0.615 which shows a positive relationship between visuality of a product and consumer behaviour. Is there a significant relationship between packaging material and consumer behaviour? To find out if there is a significant relationship between packaging material and consumer behaviour, Spearmans correlation analysis was employed. From the above table we can see that the correlation value for packaging material is 0.326 which again shows a positive relationship between packaging material and consumer bahavior. 3. Is there a significant relationship between environment friendly factors and consumer bahaviour?
For the independent variable of environmental friendly, the Spearmans correlation value is 0.524 which shows a significant relationship between environment friendly factors and
consumer behaviour.
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4. Is there a significant relationship between packaging preferences and consumer
behaviour? The Spearmans correlation value for packaging preference is 0.589, which is again a positive value and which shows a strong relationship between packaging preference and consumer behaviour. 5. Is there a significant relationship between consumer behaviour and level of income with respect to transparent packaging? The Kruskal-Wallis test does not assume normality in the data and is much less sensitive to outliers it can be used when these assumptions have been violated. Furthermore this test is equivalent to the one way ANOVA between groups and therefore, it allows differences between two or more groups to be examined. When this test is conducted it shows the level of significance between consumer behaviour and level of income as 0.052, which is equivalent to the given significant value of 0.05. so we can assume from this test that the consumer behaviour does not differ with the level of income of the consumers. Thus the analysis conducted answered all of the research questions. The four null hypothesis were accepted as there was not enough evidence to accept the alternative hypothesis.
The hypotheses testing are as follows: Table 4.7
No. Hypothesis 1. There is a significant relationship between visuality and consumer behaviour. 2. There is a significant relationship between Packaging Material and consumer behaviour. 3. There is a significant relationship between Environment friendly and consumer behaviour.
Result 0.615
Status Alternative accepted
0.326
Alternative accepted
0.524
Alternative accepted
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4.
There is a significant relationship between Packaging Preference and consumer behaviour.
0.589
Alternative Accepted Null accepted
5.
There is no significant relationship between consumer behaviour and 0.052 level of income with respect to transparent packaging
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CHAPTER 5: CONCLUSION
5.1 Introduction:
The conclusion chapter is about the findings from the data analysis showing how transparent packaging has an impact and can influence the behaviour of consumers. Further, recommendations will be put up later in the chapter and also the limitations of the study will be discussed. Furthermore, contributions of the study for further research will also be discussed.
5.2 Conclusion:
This study was carried out to find out the importance of transparent packaging on consumers for edible products. This study was to measure the relationship of different factors effecting consumers behaviour. Following are the conclusions made from the research and data analysis. Mono-method was adapted by the researcher to measure the influence of transparent packaging of edible items on consumers. A survey was conducted among the population of Klang Valley with a sample population of 14,500. Cluster sampling has been done to choose clusters from different hypermarkets and supermarkets in the region. A total of 372 questionnaires were distributed among the customers in the above mentioned stores. Data was analyzed using the software SPSS. Four independent variables were tested against the dependent variable, among which are; Visual impact or visuality of the product in transparent packaging, Packaging material, Environment friendly and Packaging preference. In the analysis phase, Reliability tests were conducted to validate the survey instrument. After that, a Non-parametric Correlation analysis was conducted to analyze the data and to test the hypotheses. Based on the results of correlation, all four factors of transparent packaging were positively correlated with visuality being the highest correlated factor whereas packaging material being the lowest among them. On the basis of this, the four null hypotheses were rejected and the four alternative hypotheses were accepted. The hypotheses that were accepted are stated as follows;
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There is a significant relationship between visuality and consumer behaviour. There is a significant relationship between Packaging Material and consumer behaviour. There is a significant relationship between Environment friendly and consumer behaviour. There is a significant relationship between Packaging Preference and consumer behaviour. There is no significant relationship between consumer behaviour and level of income with respect to transparent packaging Results of the study have shown that there is a considerable amount of influence of transparent packaging on the perception of consumers. Its all about perception and communication. The results show that the transparent packaging can play a vital role in different aspects. The major and main aspect of transparent packaging is the visibility of the product through packaging and people are more cautious about it. They perceive it as if they see the product through transparent packaging it creates trust. They like it what they are buying as visibility can assure them to some extent about the quality, quantity and hygienic standards of the product. Colour of a product also influence the purchase decision and only through transparent packing its possible. Apart from the colour, the size, shape and weight of the product are also important factors. They want the packaging to be easy in opening and closing and also light weight. People also believe that transparent packaging can differentiate the product in its category, especially when other brands are available in opaque packaging.
5.3 Fulfilment of research objectives:

To determine if there is a significant association between consumer behaviour and visual elements of transparent packaging. Based on the results of the correlation test, it is observed that the first variable which is the visuality of the product through transparent packaging is most related with and 55
has strong relationship with consumers. Among other variables which were tested in the correlation test, visuality was the one which has more effect on consumers then other variables. This means that if the manufacturers want to innovate new dimensions in the packaging world, they should more focus on transparent packaging especially more on the visual impact of the product. The importance of product visibility will continue to increase among consumers. (Vh-Nissi, 2005, p. 2-3) According to (Jrvel, 2004, p. 16-19) Some customers were disappointed by the packaging size, as they said that the size of the package was much bigger then the actual product inside and that is why they mentioned this as a one package development theme. Customers love to see what is packed; it is one way of creating a trust in their minds about the product. Because it gives them an opportunity to evaluate content and quality of the product themselves. The colour, size and shape of the product are different attributes of visuality which in one way or another affect consumers. Size and shape matters to people as they want to see the product before purchase, because people think that big opaque packages try to hide the actual size of the product from them. Visual elements are very important for a product to let consumers know about the products quality. Manufacturers should nowadays think from the consumers point of view how he look at the product or how he perceives the product which he intends to buy. Many customers like to see the product or the food which they intend to buy, to feel it and this is what the manufacturers should keep in mind. Consumers confidence increases in the product they want to buy if they are able to view the product. Customers want to quickly survey the foods freshness to be on the safe side and feel more secure about their purchases. In one study where the researcher want to know about the opinion about transparency of food packages. He came to the conclusion that in packaged foods, transparency was considered as most important aspect them other properties. (Ahtiainen, 2009). Keeping the above studies in mind and the effect of transparent packaging on consumers the manufacturers have to think about these important properties of transparent packaging and the amount of people accepting them. No doubt, it is
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becoming one of the important and vital part of the packaging industry. The manufacturers should keep the visuality aspect as high to attract the customers to their product and to make their product stand out among other similar products on the shelves and this could be done by transparent packaging. To determine if there is a significant association between consumer behaviour and packaging material of transparent packaging Although from the analysis section we saw that packaging material has the least correlation among the other variables, still it is considered as one of the important aspects in transparent packaging. None of the variables has negative correlation on the dependent variable. The manufacturers need to understand the importance of the material being used in developing the transparent packaging. The factors that should be kept in mind are; Transparent packaging material is resistant to outside forces like moisture and air. Transparent packaging has a longer shelf life than an ordinary packaging. The material being used in the packaging is not going to rust. Transparent packaging material should help keep the food fresh inside the package for a longer period of time. The manufacturer should keep in mind all of the above mentioned factors for transparent packaging in order to attract consumers more. Apart from that scientists have developed new trends in the packaging material and the latest innovation in this regard is the nano technology which enables food and beverages to stay fresh and flavourful for longer, even if the packaging is transparent, and is better than foil packaging for making food products last longer. It is also eco-friendly. So the manufacturers of food packaging should focus more on the implementation of this technology and let customer become aware of its advantages. To determine whether there is a significant association between consumer behaviour and environment friendly factor in transparent packaging. Based on the Spearmans correlation test, environmental friendly has a positive relationship with consumer behaviour. By Environmental friendly we mean that the transparent packaging of a product is light weight and is easy for transportation as compared to bulky cans and cartons. People nowadays prefer easing opening and closing of a package and transparent packaging tends to provide these facilities to its
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customers and trying to develop new ways to make the package easy and simple for usage. Apart from that, as far as quality and quantity of the product is concerned, transparent packaging is what consumers look for. Because consumers need to see the product before they make their purchasing decision. Manufacturers need to develop new ways to make the transparent packaging more friendly. One of the aspect they need to look into is the use of PVDC, which is a form of plastic. It has the tendency to be a good barrier to air. Apart from that it is also considered as light weight. Using PVDC barrier films in packaging is the most cost-efficient way to reduce weight while retaining performance equivalent to heavier packaging systems. To determine whether there is a significant association between consumer behaviour and packaging preference of transparent packaging From the Spearmans correlation, we saw that the packaging preference and the consumer behaviour have a positive relationship. Since there are only two types of packaging in the market, either transparent or opaque, new innovation in the packaging industry are taking place very rapidly and manufacturers are adapting to new packaging styles and designs moving apart from the old conventional style of packaging. transparent packaging is a source of differentiation, a product can easily be differentiated by means of transparent packaging and can stood among other products on the shelves. Manufacturers, if they want to improve the performance of their product and want to attract customers they need to have the same or a more advanced technology in the packaging material of transparent packaging as it is used in other forms of packaging. Transparent packaging is a source of attractiveness and it can compete with opaque packaged products if they address the needs of the consumers. Switching a consumer from a opaque packaged product to transparent package is not that much of hard work because the technologies are available for the manufacturers to avail and they can easily compete with opaque packaged products. Another aspect of transparent packaging is that it has the tendency to compete with foreign products. If a local manufacturer adapts to transparent packaging for his products, it can be a good competitor to foreign products as it is cheap and easy to adapt to.
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To determine whether there is a significant association between consumer behaviour and level of income with respect to transparent packaging The researcher wants to know whether the behaviour of consumers differ with the level of income they earn or it doesnt have any significant association with the income level. For this regard, Kruskal-Wallis statistic test was adapted and the income level of the consumers with respect to their behaviour was tested. The value that the researcher got at the end was 0.052 which is exactly the chosen value of significance which is 0.05. So it was shown from the test that there is no significant association between consumer behaviour and the income level of consumers with respect to transparent packaging.
5.4 Limitations:
The research was carried out by an MBA student, who was required to complete and submit the thesis report within a time frame of 4-5 months. With the time limit in mind, it may lead to a bit hurried work which might have led to misleading of the data. The other limitation would be the exact sample population. As Klang Valley is a vast region, although cluster sampling method has been adapted, but to choose the exact numbers population among the hypermarkets/supermarkets of Klang Valley may not be so evidential that is one of the reason why the data analyzed in the normality test is not normally distributed. Another limitation was of the people or consumers who didnt understand or to some extent understand spoken and written English. This was the major task for the researcher and he faced various problems in filling out the questionnaire. That was one of the reasons why the researcher got only 315 questionnaires back out of 372. As the researcher mentioned above that only 315 questionnaires were got back from the respondents in the Klang Valley, which may not be representative of all the hypermarkets/supermarkets in Malaysia. So the findings cannot be assumed or generalized to represent all of the markets. Nevertheless, the research was carried out as accurately as possible.
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5.5 Recommendations:
As we all know that packaging is now consider to be a 6th p of marketing mix, so no one can ignore the importance of packaging anymore. As far as the transparent packing is concerned, it has been proved from the study that transparent packaging has a considerable effect on the purchase decision of consumer. So the local companies of food products need to take this factor into consideration, because people preferred transparent packing for many reasons which we already discussed in the previous sections. But there are also some recommendations for the manufacturer, which will be very fruitful for them if they follow. If a manufacturer wants to present his product in transparent packaging, he should use Plastic material for transparent packaging. Because from the literature review, it has been derived that plastic is one of the most cheap material for packaging compare to glass, also its more convenient and very suitable for many products including food items. So it reduces the cost per unit, ultimately which lead them to gain more profit. We all know that differentiation factor is very important for any kind of product, and every manufacturer wants to differentiate their product, especially in the presence of their competitors. Transparent packaging can be one of the easiest and cheapest differentiation factors. It can differentiate a product in its category, especially when competitors products are available in opaque packing. This will also give a competitive edge to any product. So if the manufacturer wants to differentiate their products and wants to get a competitive edge over their competitors, must follow transparent packaging for their products. Transparent packaging can be a useful tool for the local manufacturers. We see a lot of foreign products everywhere and people prefer foreign products over local ones. But if local manufacturers follow new trends and dimensions, they can compete against foreign products, especially in a case when a foreign brand is available in opaque packing. For the local manufacturers transparent packaging can be one of the easiest ways to fight against foreign brands. The quality level of the product packaging should be given maximum focus to make the customer loyal in buying their products. People are now more health conscious, so the doubts about the quality, hygiene standard, freshness, or color of a product can also be minimized with help of transparent packaging. Manufacturers can highlight
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the transparency of packaging in their advertisements and relate them with all the health concern issues to just create the image in the minds of their customers that they really take care of their health. Another recommendation for the manufacturer should be that of packaging material. With the innovation in the packaging world, the manufacturer should use more of this technology in their products to increase their shelf life and be a good barrier to oxygen, air and moisture and let the consumer know about it. If they provide all of these factors in transparent packaging, they should be able to compete against competitors. Apart from that they should also keep in mind the weight reduction factor. As by the use of the new technology, transparent packaging can be more light weight and would be easy to open and close so the manufacturer need to hold on to these factors. Plastic should be of more focus then any other transparent packaging material as it is one of the cheapest one as compared to glass. Also it is more convenient and more suitable for many products including food items. The cost per unit is cheap, which leads to more profits. Companies and manufacturers should focus more on advertising in print and electronic media using effective packaging communications in order to make the customer loyal with the product. I think this would be the best way to reach its target customers rather then waiting for the customers to decide about the product in the market as both the mediums are strong in their respective fields. The need for new innovative designs should always be the demand of the customers. Manufacturers and Marketers should keep this in mind and should work continuously in developing and innovating new dimensions in transparent packaging to keep the customers loyal to them. The above mentioned recommendations are very important from the manufacturers point of view; a local manufacturer of food products should follow the trend of transparent packaging for their products.
5.6 Contribution of the study:

Little research has been done to discover the role of packaging in forming consumer perception of a product (Underwood 2003). This study would, however, to some 61
extent, be of help to researchers and marketers to know the basic knowledge of the factors that affect consumers with respect to transparent packaging. Researchers can use the recommendations from this study for their further researches in the field of transparent packaging. A lot has to be done in this field as very little research is available on the said topic. So this study might prove to be of some help to the marketers to get to know the behaviour of customers and the influence of transparent packaging on them. Apart from this, this study would also guide researchers about the new dimensions in the packaging world and how these new innovations have influenced consumers in different ways.
5.7 Recommendations for further study:

In the field of marketing there is always a scope for further studies. Researchers and scientists have been investigating this field for over a century and yet there seems to be room for improvement. New trends and changing lifestyles of consumers have always pushed researchers to study new dimensions and develop something new that is according to the current taste of consumers. In an environment full of competition between businesses, companies are in dire need of this kind of research as they strive to come up with new ways of creating competitive edge for themselves. As Underwood (2003) said that little research has been done to discover the role of packaging in forming consumer perception of a product. This particular study would be of some help to researchers who want to explore the world of transparent packaging of a product and to some extent understand the perception of consumers towards this kind of packaging. One of the major limitations in this study was the time constraint and the restriction of the researcher to a specific area in Malaysia. Due to this time constraint, the data collected via the questionnaire isnt normal. More time should be allocated to such topics so as to cover maximum number of respondents and to conduct the research on a large scale. It shouldnt be bound to be small area. So time is crucial in this research. Other factors apart from which are being studied in this research should be identified and their impact should be studied on consumers. Furthermore, questionnaire should be printed out in different languages to accommodate the consumer as most of the customers dont understand English so it
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would become easy for the researcher to distribute the questionnaire according to customers. A further research about competition of how local manufacturers can compete against foreign products through transparent packaging. Transparent packaging can be a strong tool for local manufacturers to compete against strong foreign products so thats why a strong in depth analysis is needed in this regard to find out exactly the factors through which a local manufacturer can compete against foreign products. To find out whether the type of packaging and its perception by the customers is a universally the same or does it change according to product category, cultures, or traditions. Does Malaysia have unique cultural or traditional aspects that influence packaging preferences or is it the same overall. This type of study would be helpful for further researches as people would come to know about this issue whether the packaging taste or preference changes with cultural values globally or does it remain the same as in other parts of the world.
Why do we spend so little time/money on packaging research (especially compared to other research disciplines, like advertising research) when there is overwhelming evidence that packaging plays such a critical role in achieving sales?
(Alice Louw & Michelle Kimber)
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Influence of Transparent Packaging of Edible Items On The Perception of Consumers in Malaysia

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Influence of Transparent Packaging of Edible Items On The Perception of Consumers in Malaysia

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Influence of Transparent Packaging on the behaviour of consumers in hyper and super markets in Klang Valley, Malaysia

1.2 Problem Statement:

1.3 Research Objectives:

1.4 Research Questions:

1.6 Scope of Work:

1.7 Significance of the study:

CHAPTER 2: LITREATURE REVIEW

2.3 Basic functions of packages:

2.3.1 Product protection:

2.3.2 Function as a barrier:

2.3.4 Information transmission:

2.4 Importance of Packaging:

2.5 Transparent Packaging:

2.5.1.New Innovation in Transparent Packaging:

2.5.2.Future of Nano-technology in Transparent Packaging:

2.5.3.Consumer aspects regarding the use of nanotechnology:

2.6 Why Transparent Packaging:

2.6.2.From Manufacturers view point

2.7.Different types of food packaging materials:

2.8 Different Components of Packaging

2.9 Packaging and Product Class

2.10 Environmental Aspects in Packaging

2.11 Consumer attitude and behaviour:

2.11.1 Internal factors affecting consumer behaviour:

2.11.2 External factors affecting consumer behaviour

2.12 FRAMEWORK OF STUDY

Consumers Intention to Buy

2.12.1 Factors affecting consumer behaviour:

2.12.1.2 Packaging Material:

2.12.1.3 Environment Friendly:

2.12.1.4 Packaging Preference:

CHAPTER 3: RESEARCH METHODOLOGY

3.2 Methodological consideration:

3.2.4 Research Choices:

3.2.5 Time Horizons:

3.3 Data Collection sources:

3.3.1Secondary Data Sources:

3.3.2 Primary Sources of Data

3.4 Data Collection Methods:

3.4.1 Qualitative Technique:

3.4.2 Quantitative Technique:

3.4.3 Primary research tool: Questionnaire

3.5 Research Design:

3.6 Sampling design:

3.6.2 Sampling Method

3.6.3 Sample composition:

3.7 Respondents Feedback

3.8 Data Processing:

3.8.1: Data Coding:

3.8.2 Statistical Techniques for Analysis

3.9 Measurement criteria:

3.9.1 Content validity:

3.9.2 Criterion-related Validity:

3.9.3 Construct Validity:

CHAPTER 4: DATA ANALYSIS

4.2 Descriptive Analysis:

Gender Person test

Female 158 Total 315

Age Person test

Education Person test

Income person test

4.3 Reliability test:

Environmental frienly Packaging preference Consumer behaviour