Project Report PDF

Project Report On
Effect of packaging and labeling information on
consumer learning with respect to food product

in New Delhi And NCR (India)
In Partial Fulfillment For The Award Of The Degree
Post Graduate Degree In Business Management
Batch
2013 2015
Submitted By
Submitted To
Akhlesh Prasad
Roll Number-00916603913
Dr. Sanchita
Designation: Asst.Prof
University School Of Management Studies

GGS Indraprastha University
Sector 16-C,Dwarka, New Delhi-110078
TO WHOMSOEVER IT MAY CONCERN
This is to certify that the project report titled Effect of packaging and labeling information on
consumer learning with respect to food product in New Delhi And NCR (India)
carried out by Mr. Akhlesh Prasad S/o Late S B PRASAD has been accomplished under my
guidance & supervision as a duly registered MBA student of the University School Of
Management Studies. This project is being submitted by him/her in the partial fulfillment of the
requirements for the award of the Master of Business Administration from University School Of
Management Studies GGS Indraprastha University
His dissertation represents his original work and is worthy of consideration for the award of the
degree of Master of Business Administration.
___________________________________
(Name & Signature of the Faculty Advisor)
Date:
DECLARATION
I, "Akhlesh Prasad hereby declare that the work presented herein is genuine work done originally
by me and has not been published or submitted elsewhere for the requirement of a degree
programme. Any literature, data or works done by others and cited within this dissertation has
been given due acknowledgement and listed in the reference section.
_______________________
(Student's name & Signature)
00916603913
(Roll No.)
Date:__________________
Acknowledgement:
It was a great pleasure and a unique experience to work on this project and on its completion. We
would like to express my sincere thanks and gratitude to those who have extended their valuable
time, co-operation and guidance during the time of the study.
Completing a project without proper guidance is like sailing alone in an ocean without a
compass. We must affirm our thankfulness to our guide Dr. Sanchita for their kind guidance,
during my capstone project.
We must put on record our gratitude towards our faculty, without whom we, would not have
reached to the conclusion of the project. It was through their efforts that we could complete the
project well in time.
The respondents constituted the back bone of the project. Thanks to the respondents who had
taken out some time out of their busy schedule to fill in my questionnaire without which the
survey could not have taken place.
Akhlesh Prasad
Executive Summary
Objective/purpose of the study

This descriptive study aims to identify the most important factors which influence consumers
learning after reading the packaging information on the food product.
Scope of the study
The study has been conducted in New Delhi Gurgaon, Noida, Ghaziabad and Faridabad.
It is decided to consider all malls in these places like big bazaar, vishal mega mart, easy
day, where can easily find out the respondent for the survey.
Methodology
The study was descriptive in nature with survey method being used to complete the study
because this research is the most commonly used and the basic reason for carrying out
descriptive research is to identify the consumer learning through the information given on
food products. Population of research has been taken the people of various cities of New
Delhi And NCR. A sample size of 500 consumers of New Delhi (100 respondent from
Ghaziabad 200 respondent from NOIDA and 200 respondent from Faridabad) are taken
for the purpose of study and analysis. The sampling technique has been used; Simple
random sampling technique for choosing the various cities of New Delhi that is Noida,
Ghaziabad and Faridabad, quota sampling for dividing the number of respondent in the
selected city (Noida, Ghaziabad and Faridabad) 100 respondent from New Delhi, 200
respondents from Noida and 200 respondents from Ghaziabad and Faridabad, and
Convenience sampling technique for collecting the data conveniently from the mall of
selected cities of New Delh for the survey. Primary data was collected with the help of
structured questionnaire and personal interview with consumers and for analysis of
collected data we will use SPSS, Microsoft excel.
Findings
The study shows the people of New Delh really health Conesus.
Packaging information plays important role to make purchase decision of customer.
The mostly consumers check the content detail, nutritional facts and the way of using.
The packaging information is significantly effect on consumer learning.
The most important thing is all respondents are aware about the food packet information.
All respondents are checking packaging information at the time of purchasing food
products.
Recommendation
After analyzing the facts and by talking to the people following suggestions came out: 1. The information provided by companies on food packet, the font size is much smaller
which is not seen clearly to all therefore companies should give it in appropriate size for
clear view to all on food packet.
2. The 2nd most important thing is that in some cases abbreviation are used for few words
that is not understandable to some people. So there should be full name must be given
with abbreviation.
3. During conversation with respondents many of them said that in some product they were
not able to find the information easily due to the information is given in some case at the
bottom of the packet, in some case at the upper side of the packet, and sometime they did
not find the information that is useful to them. So therefore companies should try to give
it at a fixed place every time which can be found by the customer easily.
4. The information provided by companies on food packet, should be in contrast and deep
color for the purpose of visibility.
5. The language used for packaging information should be simple and the easily
understandable by customers.
TABLE OF CONTENT
S. No
1
NAME OF THE TOPICS
PAGE NO.
Chapter - 1 :
a) Introduction to the topic
08
b) Consumer learning
09
Chapter - 2 :
a) Review of literature
10-14
Chapter 3 :
a) Need of the study
15
b) Objective of the study
16
c) Scope of the study
16
d) Research methodology
17-19
e) Hypothesis
19
f) Factor analysis
20-25
Chapter 4 :
a) Data analysis
27-29
b) Demography analysis by charts & bar graph
30-37
Chapter 5 :
a) Findings
38
b) Conclusion
39
c) Limitation
40
d) Recommendation
41
e) Reference
42-43
f) Important URL
44
g) Appendix (questionnaire).
45-47
CHAPTER:-1
INTRODUCTION TO THE TOPIC
Packaging is the science, art and technology of enclosing or protecting products for distribution,
storage, sale, and use.
The objective of foodstuff packaging is to guarantee that consumers have access to complete
information on the content and composition of products, in order to protect their health and their
interests. Other information may provide details on a particular aspect of the product, such as its
origin or production method. Some foodstuffs, such as genetically modified organisms,
allergenic foods, foods intended for infants or even various beverages, are also subject to specific
regulations.
In 1990, the Nutrition Packaging and Education Act went into effect. The USDA and the FDA
designed the requirements so that consumers would have useful information about the food they
eat. According to the Nutrition Packaging and Education Act, all food packets must contain the
following information:
Common name of the product
Name and address of the products manufacturer
Net contents in terms of weight, measure or count, and:
Ingredient List Lists the ingredients in descending order of predominance and weight. In
Crispy Crunches, the ingredients are listed at the bottom of the label. As you can see, the
predominant ingredient is corn, next is oil, then cheese, etc.
Serving Sizes Each package must identify the size of a serving. In Crispy Crunches, one
package contains one serving. The nutritional information given on the food packet is based
on one serving of the food.
Nutrition Facts each package must identify the quantities of specified nutrients and food
constituents for one serving. From this information, you can gleam some very useful
information.
Consumer learning:
A process by which individuals acquire the purchase and consumption knowledge and
experience that they apply to future related behavior.
Information given on the packet of food product helps consumer to make cognitive learning in
their mind. The cognitive learning may influence the consumer buying behavior and make
different perceptions about product.
(Some pics of food product on which it is showing the packaging information)
CHAPTER-2
REVIEW OF LITERATURE
Drichoutis, Andreas C., Panagiotis Lazaridis, and Rodolfo M. Nayga (2006) Diet-related
health problems have increased dramatically over the last few years. Consequently, nutritional
packaging has emerged as an important aspect of consumers' food purchase decisions.
Nutritional content in food products is considered to be a credence attribute. However, if
trustworthy nutritional labels are available, nutritional labels could function as a search
characteristic. This paper synthesized the results of empirical research related to nutritional label
use. The summary of results presented in this paper provides valuable information for directions
for future research and development of theoretical and empirical studies. Our review indicates
that several factors affect the use of nutrition information, but a number of these factors have
conflicting effects due to differences and diversity in methodology, data, timing, location, and
scope of the studies. In addition, although there is some consistency as to which general factors
are considered by researchers, the range of factors included in the individual studies varied
considerably. There also seems to be a need to broaden research in specific directions in order to
increase the generalizability of the findings. Petra Tenblt, et.al (2007) The purpose of this
paper is to provide insight into whether GM-packaging leads to different processing behavior of
food stimuli compared to when products are not labeled. A task was designed to investigate
people's categorization behavior as a function of information provided. In two studies each
participant was randomly allocated to either the experimental "GM-labeled condition", or the
control "non-labeled condition". Different processing strategies and different characteristics are
used to judge products that are labeled as genetically modified or not. GM packaging of foods is
interpreted to induce analytical processing of information and therefore the products are
classified relatively more often on the basis of verifiable categorization criteria compared to
when they were not labeled as GM. When products are not labeled as GM, information is more
likely to be automatically processed and non-verifiable categorization criteria are used. This is
the first study to examine the processes that packaging as GM brings about. The categorization
10
criteria on the basis of which the participants classified the products into two groups were scored.
Six different criteria were mentioned by the participants (whether they ate it or not, whether it
was healthy or not, whether the products were vegetable or animal, whether it was natural or not,
whether it was a processed product or not and whether it they accepted it or not). We regrouped
the criteria in two major groups, namely the "verifiable categorizations. Hilary Oliver (2008) so
many consumers are taking time to read nutrition labels, there is also a marketing opportunity for
food manufacturers to provide consumer-friendly information on labels that may entice shoppers
to switch brands at the point of purchase," said Deepak Varma, senior vice president of Nielsen
Customized Research. "Food marketers can make relatively low investments in pack and
packaging changes compared to advertising and promotions, and drive significant sales. Alan
Osborn (2009) A proposed regulation on the provision of food information to consumers -suggests, has a rather broader remit than the simple packaging of food and drink products. In
respect of actual packaging, the proposed resolution clarifies the responsibility for packaging in
respect of different food business operators along the supply chain, introduces a minimum print
size for carrying information on labels, and requires that information on allergenic ingredients
should be available for non-pre-packed foods sold through retail and catering outlets. At present
there were no comprehensive rules on compulsory packaging in the EU and the present legal
provisions have become simply confusing, thus giving rise to legal uncertainty. . Uniform EU
rules on food packaging "is a necessary step", such uniformity would make for transparency in
the interests of consumers and would offer food enterprises a greater degree of legal certainty,
since a whole series of existing provisions would be combined in the new regulation. Jennie
Feight, Nashat Zuraikat (2009) the issue of cloned food packaging came to the forefront on
January 15, 2008, with the release of a controversial report by the Food and Drug Administration
(FDA). This paper aims to explore issues surrounding cloned food sources, specifically the
increasingly vocal demands by the American public for mandatory packaging. This paper
reviews literature to examine the culture and structure of the FDA over the past ten years.
Ethical, economic and public health concerns surrounding cloned food sources are also
examined. Comparisons are made to the shared history of genetically modified organisms
(GMOs). Political process and implementation of the Cloned Food Packaging Act (S. 414) are
explored. The FDA faces legal and cultural pressure to speed medications to market. The
processes created by this struggle also affect the regulation of agriculture; this can be seen in the
11
similar histories of GMOs and cloned food. Ethical issues surrounding cloned food packaging
include animal welfare and the usurpation of the creator's role. Nicholas J Ollberding (2010)
this research indicates that a simple logo helped students identify healthful food choices, and
positively influenced food choice," commented Professor Freedman. "It would be interesting to
determine if a combination of point-of-purchase nutrition information, coupled with economic
incentives (e.g. lower prices for healthier foods) would further drive consumers to choose these
healthier food items. We must aggressively test such options in light of the increasing threat of
obesity to the health of our society. Low rates of label use also suggest that national campaigns
or modification of the food label may be needed to reduce the proportion of the population not
using this information. Possible changes to the current label that have been suggested include
bolding calorie information, reporting the total nutrient intake for foods likely to be consumed in
a single sitting, and using more intuitive packaging that requires less cognitive processing such
as a red, yellow, and green 'traffic light' signs on the front of the label. The food label alone is not
expected to be sufficient in modifying behavior ultimately leading to improved health outcomes,
but may be used by individuals and nutrition professionals as a valuable and motivating tool in
our efforts to combat obesity and diet-related chronic disease. Swati Bhardwaj (2010) The Food
Safety and Standards Act 2006, amended in 2008, says food items should carry labels that
include the weight of the product, list of ingredients present and nutrition information-including
total calories (energy value) as well as amounts of protein, carbohydrate, fat, sodium (salt),
sugars, dietary fibre, vitamins and minerals. According to Anoop Mishra, director and head of
the department of diabetes, obesity and metabolic diseases, Fortis Hospitals, New Delhi, it is a
myth that if a label says "cholesterol free", then the product will not affect blood cholesterol
levels. , the small-scale manufacturers either skip this packaging procedure or mislead the
consumers through false claims," says Swati Bhardwaj, nutritionist, National Diabetes, Obesity
and Cholesterol Foundation (N-Doc), New Delhi. Even larger companies, some playing by more
stringent rules in international markets, are guilty of misleading with labels such as "heart
healthy", "fat free" or "sugar free", based on myths and half-truths. Kala Vijayraghavan, Ratna
Bhushan. (2010) Most food companies in India have started reducing portion sizes and are
reformulating existing products to reduce saturated fat, cholesterol, added sugars and sodium in
line with global trends. Food and beverage companies are gearing up to meet the requirements of
the integrated food law that will be mandatory this year, say industry players. The unified food
12
law plans to set up, among other things, mandatory packaging of ingredients, and a scientific
panel to audit the claims made by functional foods flooding the market. The food law will also
include a feature called 'food recall'. Hawkes, Mintel (2004),As at least 65 per cent of food
purchase decisions are made in-store, food labels are clearly intended to influence consumption
choices at point of purchase by providing information relevant to the decision in hand. They
combine size, color, images and informative Packaging can also directly reinforce advertising and
other brand communications, and stimulate an interpretation of the meaning of these
communications in relation to these and other associations already stored in consumers' minds.
The meaning a consumer ascribes to a food can be related to a variety of different attributes the
food is perceived to possess, such as a particular health or social value. Dimara Efthalia,
Skuras Dimitris (2005) The purpose of this work is to examine the range of information
consumers seek on labels of quality products and construct an indicative check-list of various
types of informational packaging as well as to examine whether quality of information demanded
segregates the market-creating segments to be targeted by firms. The study records the range of
informational packaging sought by consumers as well as critical factors influencing their
consuming behavior. Informational packaging linking product to place ranks top among a wide
set of information sought on labels. A Poisson count data model reveals that consumers
willingness to acquire information from labels is influenced by various socio-economic
characteristics and, in general, high demand for information is associated with higher
expenditures for wine. Singla Manisha (2010) Nutritional packaging of food products is not
mandatory in India at present and the Indian Government is on the verge of introducing a code of
conduct for it. The aim of this paper is to provide some initial guidelines for the above-said
purpose so as to have consumer friendly packaging policies. Food labels are read by the
consumers for brand comparisons and not for consulting nutritional information. Difficult
terminology, small font size and inability to understand nutritional labels are the major problems
encountered by the consumers. Television, friends, magazines are commonly used for assessing
nutritional information. Labels are considered more consumers friendly when benchmarks
regarding serving size are provided. Income level, size of household, number of children and age
did not play a role in the usage of nutritional labels by the consumers. Consumers with special
dietary needs used nutritional labels regularly. A. Stuart Stephen (2010) This pilot study for a
larger research project aims to quantify and categories elements of food label information and
13
establishes an indicative physical relationship between mandatory and other information thereby
articulating the relative balance between information intended to inform healthy dietary choices
and that intended to perform other functions such as aiding purchase decisions. Findings indicate
the amount of available space on labels devoted to mandatory information ranged between 17
and 31 per cent, whilst the amount allocated to commercial information ranged between 18 and
45 per cent. Unoccupied space varies between 32 and 54 per cent. This indicates there is an
imbalance between mandatory and commercial information, with the weighting in favour of the
latter. Borin Norm, Obispo San Luis, Cerf C. Douglas (2011) The purpose of this paper is to
investigate the impact of different levels of environmental information on key consumer metrics.
More specifically, it aims to evaluate environmentally benign products against those that have
negative environmental impacts. The results show that consumer perception of product quality,
value, and purchase intentions does not differ significantly between products with positive
environmental messages and those without any message. Products with positive environmental
messages are viewed better than products with negative environmental messages. It is also found
that the impact of environmental information is greater for consumable products.
14
CHAPTER-3
Need, Objective, Scope & Methodology
Need of the study

District wise sex ratio and literacy rate of Delhi, Census 2001&2011
SL.
NO.
District /
State
Total Population
Sex Ratio
Literacy Rate
(female per 000 males)
2011
2001
2011
2001
2011
16787941
13850507
868
821
86.2
NCT of
2
3
4
5
6
Delhi
North-West
3656539
2860869
North
887978
781525
869
North-East
2241624
1768061
East
1709346
1463583
884
New Delhi
142004
179112
865
820
826
886
849
843
822
792
84.4
86.9
83.1
89.3
88.3
2001
81.67
80.57
80.1
77.53
84.91
83.24
SOURCE:- www.unifem.org.in New Delh %20A%20brief%20Profile.pdf -
Today consumers are more educated than previous 20 year as we seen in above table hence the
awareness of consumer about packaging information has increased. Thus the study is very useful
for food industry to understand the consumer buying behavior related to food products. Because
the literacy rate of New Delhin 1991 was 58.51% which increases in 2001 to 74.19% which is
showing there are great development of New Delh during census 1991 to 2001 in education
because it leads the whole development thats why we feel the need of this study means people
how much become and what effect came due to literacy about their right and responsibility with
respect to purchasing of any food products.
15
Objective:
To know the factors which influence consumers learning after reading the packaging
information on food product.
Scope of the study
The study has been conducted in New Delhi Gurgaon, Noida, Ghaziabad and Faridabad.
It is decided to consider all malls in these places like big bazaar, vishal mega mart, easy
day, where can easily find out the respondent for the survey.
16
Research methodology
Research in common parlance refers to a search for knowledge. One can also define research as a
scientific and systematic search for pertinent information on a specific topic. According to
Clifford Woody1 research comprises defining and redefining problems, formulating hypothesis
or suggested solutions; collecting, organizing and evaluating data; making deductions and
reaching conclusions; and at last carefully testing the conclusions to determine whether they fit
the formulating hypothesis.
Research design
The study- The study was descriptive in nature with survey method being used to complete the
study because this research is the most commonly used and the basic reason for carrying out
descriptive research is to identify the consumer learning through the information given on food
products. Descriptive research is also called Statistical Research. And it describes data and
characteristics about the population or phenomenon being studied. Descriptive research answers
the questions who, what, where, when and how.
The main goal of this type of research is to describe the data and characteristics about what is
being studied. Here we are also going to find out the effect of packaging information on
consumer learning with respect to food product.
17
Sampling design:
Population
Population of research was the people of various cities of New Delhi Gurgaon, Noida,
Ghaziabad and Faridabad.
Sample size
A sample of 500 consumers of New Delhi (100 respondent from,Gurgaon 200
respondent from Noida and 200 respondent from Ghaziabad and Faridabad)
are taken
for the purpose of study and analysis.
Sampling unit:
Sample unit of study was the area of New Delhi Gurgaon, Noida, Ghaziabad, Faridabad,
.., and in sample unit it is decided to consider the mall of these areas which named as
vishal mega mart, big bazaar, and easy day.
Sample element:
The sample element was the each and every consumer who purchasing packed food
products in the organized mall in various cities of New Delhi like Gurgaon, Noida,
Ghaziabad, Faridabad
Sampling technique
The sampling technique has been used Simple random sampling technique for
choosing the various cities of New Delhi like Gurgaon, Noida, Ghaziabad, Faridabad.
The quota sampling has been used for dividing the number of respondent in the selected
city (New Delhi like Gurgaon, Noida, Ghaziabad, Faridabad) 100 respondent from New
Delhi, 200 respondents from Noida and 200 respondents from Ghaziabad, Faridabad
The Convenience sampling technique has been used for collecting the data conveniently
from the mall of selected cities of New Delhi for the survey.
18
Data collection:
Data was collected through primary and secondary sources.
Primary data:
Primary data was collected with the help of structured questionnaire and personal
interview with consumers.
Secondary data:
Source of secondary data was collected with help of published, journals and magazines,
the websites.
Method of data analysis:

Analysis of data is a process of inspecting, cleaning, transforming, and modeling data
with the goal of highlighting useful information, suggestion, and supporting decision
making. And for analysis of collected data we will use SPSS, Microsoft excel.
HYPOTHESIS
Null hypothesis
H0- all variable have same effect on consumer learning with respect to food packaging
information
Alternative hypothesis
H1 all variable dont have same effect on consumer learning with respect to food
packaging information.
19
Factor analysis
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
.807
Bartlett's Test of
Approx. Chi-Square
3.294E3
Sphericity
Df
210
Sig.
.000
Communalities
Initial
Extraction
respondent's view about mfg. date.
1.000
.657
respondent's view about exp. date.
1.000
.728
respondent's view about price.
1.000
.702
respondent's view about weight.
1.000
.745
respondent's view regarding isi mark.
1.000
.658
respondent's view regarding batch no.
1.000
.734
respondent's view regading packaging date.
1.000
.442
respondent's view regarding content detail.
1.000
.402
respondent's view regarding company name.
1.000
.621
respondent's view regarding product name.
1.000
.723
respondent's view regarding company tag line.
1.000
.658
respondent's view regarding logo of brand.
1.000
.663
respondent's view regarding contact no. & website.
1.000
.642
respondent's view regarding tax detail.
1.000
.655
respondent's view regarding nutritional facts.
1.000
.539
respondent's view regarding trade mark.
1.000
.644
respondent's view regarding term and condition.
1.000
.677
respondent's view regarding food grade.
1.000
.582
respondent's view regarding vege or non vage segment.
1.000
.495
respondent's view regarding mfg. address.
1.000
.585
20
respondent's view regarding way of using.
1.000
Extraction Method: Principal Component Analysis.
Total Variance Explained

Extraction Sums of Squared
Rotation Sums of Squared
Loadings
Loadings
Initial Eigenvalues
Component Total
% of
Cumulative
Variance
Total
% of
Cumulative
Variance
Total
% of
Cumulative
Variance
4.576
21.790
21.790 4.576
21.790
21.790 2.820
13.429
13.429
3.235
15.403
37.193 3.235
15.403
37.193 2.264
10.779
24.208
1.755
8.358
45.551 1.755
8.358
45.551 2.252
10.723
34.931
1.301
6.195
51.746 1.301
6.195
51.746 2.049
9.757
44.688
1.121
5.336
57.082 1.121
5.336
57.082 2.031
9.673
54.361
1.059
5.045
62.127 1.059
5.045
62.127 1.631
7.765
62.127
.937
4.460
66.587
.769
3.663
70.250
.706
3.364
73.614
10
.661
3.150
76.764
11
.637
3.033
79.797
12
.595
2.835
82.632
13
.523
2.493
85.124
14
.505
2.404
87.529
15
.461
2.195
89.724
16
.441
2.099
91.823
17
.411
1.955
93.778
18
.397
1.891
95.669
19
.342
1.626
97.295
20
.312
1.485
98.781
21
.256
1.219
100.000
21
.494
Analysis:Screen plot shows the eigenvalues against the component number. It means it also shows
extraction of that factor which eigenvalues is at least 1 or greater than 1. So by the above screen
plot we can say we have got six factors among all 21 components which eigenvalues is greater
than 1.
22
Component Matrix
Component
1
respondent's view about mfg.
date.
respondent's view about exp.
date.
respondent's view about price.
respondent's view about
weight.
respondent's view regarding
isi mark.
batch no.
packaging date.
content detail.
company name.
product name.
company tag line.
logo of brand.
contact no. & website.
tax detail.
nutritional facts.
trade mark.
.531
-.509
-.100
-.272
.179
.009
.445
-.621
-.093
-.348
.115
.016
.435
-.449
-.084
.308
.216
.404
.492
-.067
-.182
.555
.320
.232
.481
.049
-.319
-.336
.428
-.162
.469
.552
-.120
.117
.342
-.257
.596
-.137
-.070
-.233
-.093
.024
.574
.210
.069
.023
.137
-.069
.434
-.324
.567
-.007
.055
-.060
.315
-.388
.679
-.105
.035
.029
.321
.455
.474
.075
.124
.318
.418
.435
.395
-.310
-.023
.217
.367
.639
.285
.110
-.077
.000
.442
.543
-.379
.088
.040
.112
.643
-.034
-.128
.099
-.296
-.103
.514
.297
-.276
-.432
-.166
.039
23

term and condition.
food grade.
vege or non vege segment.
mfg. address.
way of using.
.374
.283
-.188
-.062
-.480
.433
.570
-.098
-.032
.163
-.357
-.303
.389
-.483
-.029
.168
-.277
-.067
.382
.274
.213
.188
-.035
-.531
.439
-.416
-.089
.313
-.143
-.038

a. 6 components extracted.
Rotated Component Matrix

Component
1
mfg. date.
exp. date.
price.
weight.
isi mark.
batch no.
packaging date.
content detail.
-.080
.694
.259
.237
-.018
.214
-.233
.715
.270
.260
-.046
.143
-.131
.234
.204
.177
.038
.746
.288
.058
.184
-.045
.009
.789
.378
.701
-.047
-.128
.012
.074
.818
.141
-.032
-.162
.080
.106
.105
.462
.326
.150
.292
.062
.501
.213
.145
.148
.201
.149
24

company name.
product name.
company tag line.
logo of brand.
contact no. & website.
tax detail.
nutritional facts.
trade mark.
term and condition.
food grade.
vage or non vage segment.
mfg. address.
way of using.
.106
.148
.240
.719
-.047
.103
-.044
.124
.138
.827
-.033
.044
.423
-.195
-.239
.404
.432
.183
.367
.086
-.168
.389
.572
-.117
.619
-.242
-.006
.147
.421
-.048
.506
.100
.034
-.390
.443
.201
.239
.191
.596
.016
.279
.111
.255
.446
.134
-.165
.552
-.174
-.016
-.027
.223
-.149
.773
.080
.251
.098
.701
.076
.108
-.007
-.160
.152
.617
.170
-.023
.190
.638
-.080
.335
.143
-.099
-.168
-.040
.127
.578
.103
-.057
.357

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 14 iterations.
25
Component Transformation Matrix

Compo
nent
.483
.466
.491
.253
.385
.309
.648
-.340
-.361
-.293
.439
-.234
.111
-.342
-.134
.909
-.022
-.163
.191
-.641
.315
-.116
-.275
.604
.336
.365
-.613
.068
-.454
.409
-.429
-.077
-.367
.081
.614
.540

Rotation Method: Varimax with Kaiser Normalization.
26
CHAPTER-4
Analysis and interpretation
We have used factor analysis test to analyze the data which is collected through the survey.
Factor analysis is used for data reduction and summarization. As we have used 21 variables for
our study that is to know the factors which influence consumers learning after reading the
packaging information on food product, and after applying the factor analysis on the collected
data we reduced them into six factors which are obtained by gathering together the variables that
have high correlation into one factor. The output tables of the factor analysis are shown below.
For applying the factor analysis test first of all need of apply the Bartletts test of sphericity or
the Kaiser-Meyer-Olkin (KMO) test on collected data to measure the sampling adequacy which
will tell us about the correlation between the variables. If the correlations between the variables
are small, it means less than 0.5 than factor analysis may not be appropriate for that data. It
means the value of KMO to measure of sampling adequacy should be greater than 0.5 in order to
run factor analysis appropriately but in the case of our study it came out 0.807 which shows the
data is appropriate for applying the factor analysis. Also the Bartletts test statistics was
significant i.e. we rejected the null hypothesis which stated that there is no correlation between
the variables. Principle component factor analysis was used which considers the total variance in
the data. Then the factors were chosen based on Eigen values associated with them which must
be at least 1.00. Varimax procedure was used to obtain rotated component matrix in which it is
considered that entire variable which value came out more than 0.5 and through it we have
gathered all derived variable under 6 factors. From the correlation matrix we can see that the
variables combined under one factor have high correlation. The commonality for a variable
indicates the variance in the variables that is explained by the six factors obtained.
27
The factors obtained from the analysis are as follows:

FACTORS
VARIABLES
Manufacturing attribute
Standardized product
Product detail
Brand detail
Legal attributes
Product value
28
batch no
content detail
Contact no. & website
tax detail
manufacturing address
ISI mark
exp. Date
manufacturing date
nutritional fact
food grade
veg or non-veg segment
way of using
product name
company name
logo of the brand
trade mark
term & condition
weight
price
Our null hypothesis is rejected because all factors do not have same effect on the consumer
learning with respect of food packet. And our alternative hypothesis is selected and we conclude
that: The output of the factor analysis is obtained by requesting the principle component analysis. We
get the output comprises the communality for all 21 variables and the Eigen value of the factor
which have Eigen value of 1 or more than 1. The first step in interpreting the output is to look at
the factor extracted. The last column of table of total variance shows that the six factor extracted
together account for 62.127% or 62% of total variance this is good deal because with only six
factor. I have lost only about 37.873% or 38% of the information content while 62% is retain by
the six factors extracted out of the 21 original variables.
The first factor which named as manufacturing attribute identifies with variables like (batch
no, content detail, contact no. & website, tax detail and manufacturing address). The second
factor which named as standardized product identifies with variable like (ISI mark, exp. date,
manufacturing date), third factor which named as product detail identifies with variable like
(nutritional fact, food grade, veg or non-veg segment and way of using), Fourth factor which
named as brand detail identifies with variable like (product name and company name), Fifth
factor which named as legal attributes identifies with variable like (logo of the brand, trade
mark and term & condition), and six factor that named as product value identifies with variable
like (weight and price).
29
THE DESCRIPTIVE ANALYSIS OF THE DEMOGRAPHIC OF THE SAMPLE FROM

THE DATA COLLECTED CAN BE SHOWN BY THE BAR GRAPHS BELOW:
Age group :-
Age
18 21
22 - 35
36 45
45 above
Total
73
291
109
27
500
Percentage
14.6%
58.2%
21.8%
5.4%
100%
Analysis
The above table and bar graph showing the Age of the respondents those who participated in the
survey According to the analyzed bar graph, the findings conclude that almost 58% of the
respondents of our survey belongs to 22-35 age group, 22% of survey come under 36-45, 15%
of survey come in under 18-21 and above 45are only 5%.
30
Gender :-
Gender
Male
Female
Total
409
91
500
Percentage
81.8%
18.2%
100%
Analysis
The above table and pie chart showing the gender of the respondents those who participated in
the survey According to the analyzed pie chart, the findings conclude that almost 82% of the
respondents of our survey is male and 18% of our Respondent of our survey is female.
31
Occupation:-
Occupation
Student
Self employed
salaried
Any other
Total
223
125
105
47
500
Percentage
44.6%
25%
21%
9.4%
100%
Analysis
The above table and bar graph showing the occupation of the respondents those who participated
in the survey and it is showing the occupation of respondent. According to the analyzed bar
graph, the findings conclude that student are the bigger part of our respondent because they are
total 44.60% , than self employed which is 25% , salaried 21% and the person who are not
student, not self employed, not salaried that is 9.40%.
32
Income own or family (p/month.):-
Details
Total
88
257
94
61
500
15000-20000
20000-30000
30000-35000
35000-above
Percentage
17.6%
51.4%
18.8%
12.2%
100%
Analysis
The above table and bar graph showing the income of the respondents in which we analyzed that
the most people income is 20000-30000 that is 51% total of our respondent and after that people
are belonging to 30000-35000 that is 19%, 18% people of our respondent income have 1500020000 and 12% have above 35000.
33
Are you aware about information given on food packet?

Total
500
0
500
Yes
No
Percentage
100%
0%
100%
Analysis:
The above table and pie chart showing the awareness of the respondents those who participated
in the survey According to the analyzed pie chart, the findings come out that all respondents
(100%) of our survey is aware about the information given on food packet.
34
If yes how did you come to know?
Total
297
131
53
19
500
By food packet
By dept. of consumer affair
Awareness programme by the govt.
Any other media.
Percentage
59.4%
26.2%
10.6%
3.8%
100%
Analysis
The above table and bar graph showing the source by which respondent get aware about the food
packaging information in which we analyzed that the most people got awareness, by food packet
that is 59% total of our respondent and after that 26% respondent have told they got awareness
by department of consumer affair. 11% got awareness by govt. awareness programme and 4%
told by any other media.
35
Do you check the information given on food packet before purchase?
Total
500
0
500
Yes
No
Percentage
100%
0%
100%
Analysis:
The above table and pie chart showing the how much percentage of total respondents are
checking the packaging information given on food product. According to the analyzed pie chart,
the findings come out that all respondents (100%) of our survey is checking the packaging
information before purchasing of food product.
36
Do you recommend others to check for the information on food packet before
purchasing?
Total
500
0
500
Yes
No
Percentage
100%
0%
100%
Analysis:
The above table and pie chart showing the loyalty of respondents towards packaging information
of food product. According to the analyzed pie chart, the findings come out that all respondents
(100%) of the survey are loyal towards packaging information of food product.
37
CHAPTER-5
findings, Conclusion, Limitations & Recommendations
Findings:
After analyzing the response of the consumer interviewing through questionnaire and
observation the following were found in the study.
The study shows the people of New Delhi really health Conesus.
Packaging information plays important role to make purchase decision of customer.
The mostly consumers check the content detail, nutritional facts and the way of using.
The packaging information is significantly effect on consumer learning.
The most important thing is all respondents are aware about the food packet information.
All respondents are checking packaging information at the time of purchasing food
products.
38
Conclusion:
This study was carrying out with the objective of to know the factors which influence
consumers learning after reading the packaging information on food product, and on the
basis of survey we analyzed the result by which we can say packaging information plays
a vital role to get learn consumer about the food product related information. And now
todays consumer are more health conscious thats why they check information which is
very necessary in the case of food products like nutritional facts, packaging date, expire
date, and way of using thats why we can say, really food packet information effect on
consumer learning.
39
Limitation of the study:
Money was the greatest limitations in carrying out the surveys.
The sampling was of convenience sampling, where the error could be of the highest level.
The sample size was 500 which can not represent the taste of a large no. of population.
The answer given by the respondents believe as true statement.
The response given by customers may be in botherness by some other factors.
The respondents in many cases were hesitant to give exact information.
Some facts cannot be represented in statistical form which is also a drawback.
Some questions were of subjective nature and could not be included in the interpretation.
40
Recommendation:
After analyzing the facts and by talking to the people following suggestions came out: 1. The information provided by companies on food packet, the font size is much smaller
which is not seen clearly to all therefore companies should give it in appropriate size for
clear view to all on food packet.
2. The 2nd most important thing is that in some cases abbreviation are used for few words
that is not understandable to some people. So there should be full name must be given
with abbreviation, if it is use.
3. During conversation with respondents many of them said that in some product they were
not able to find the information easily due to the information is given in some case at the
bottom of the packet, in some case at the upper side of the packet, and sometime they did
not find the information that is useful to them. So therefore companies should try to give
it at a fixed place every time which can be found by the customer easily.
4. The information provided by companies on food packet, should be in contrast and deep
color for the purpose of visibility.
5. The language used for packaging information should be simple and the easily
understandable by customers.
41
Reference:
Drichoutis, Andreas C.et.al (2006) Consumers Use of Nutritional Labels: A Review

of Research Studies and Issues Academy of Marketing Science Review; Vol. 5 pg. 1
ISSN 15261794.
Petra Tenblt, Nanne De Vries, et.al (2007) Effects of packaging on information

processing British Food Journal; Vol.109, Iss. 4; pg. 305.
Hilary Oliver (2008) Nutrition labels get more attention Natural Foods Merchandiser;
Vol. 29, Iss. 9; pg. 1, 1 pgs
Alan Osborn (2009) EU pushes ahead with additives and packaging legislation for food
and drinks sectors Management briefing: Food information, just - Drinks. Bromsgrove;
pg. 7, 6 pgs
Jennie Feight, Nashat Zuraikat (2009) Cloned food packaging: history, issues, and
bills; International Journal of Pharmaceutical and Healthcare Marketing; Vol. 3, Iss.2;
pg. 149
Devson.c (2010)Health Care, Hospitals; Nutritional Packaging and Point-of-Purchase

Signs Influence Healthy Food Choices Biotech Business Week; vol.4 pg. 1069.
Kala Vijayraghavan, Ratna Bhushan (2009) Food cos have a label solution Tribune
Business News Washington.
Jennie Feight, Nashat Zuraikat (2009) Cloned food packaging: history, issues, and bill
S International Journal of Pharmaceutical and Healthcare Marketing. Vol. 3, Iss. 2;
pg. 149
Hawkes, Mintel (2004) Food and nutrition information: a study of sources, uses, and
understanding", British Food Journal; Vol. 99 No.2, pp.43-99.
Dimara Efthalia,Skuras Dimitris (2005) Consumer demand for informative packaging

of quality food and drink products: a European Union case study Journal of Consumer
Marketing, vol. 22 No:2, pp:90-100 ISSN 0736-3761.
42
Singla Manisha (2010) Usage and understanding of food and nutritional labels among
Indian consumers, British Food Journal; Vol. 112,No:1, pp:83-92.
Stuart Stephen (2010) The relationship between mandatory and other food label
information, British Food Journal; Vol: 112, No:1, pp:21-31.
Borin Norm, Obispo San Luis, Cerf C. Douglas (2011) Consumer effects of
environmental impact in product packaging, Journal of Consumer Marketing, Vol. 28,
Number:1, pp:76-86, ISSN:0736-376.
43
Important URL
http://proquest.umi.com/pqdweb?did=1135733971&sid=5&Fmt=3&clientId=129893&R
QT=309&VName=PQD
QT=309&VName=PQD
QT=309&VName=PQD
QT=309&VName=PQD
QT=309&VName=PQD
QT=309&VName=PQD
QT=309&VName=PQD
QT=309&VName=PQD
http://www.emeraldinsight.com/order_form.htm?ref=Abbott,%20R.%20+%281997%29+
%22Food%20and%20nutrition%20information:%20a%20study%20of%20sources,%20u
ses,%20and%20understanding%22%2C+British%20Food%20Journal%2C+Vol.99+No.2
+pp43-9
http://www.emeraldinsight.com/journals.htm?articleid=1463998&show=abstract
44
APPENDIX
QUESTIONNAIRE
Name: - ..
City: - .
Age group : -
18 21
22 35
36 45
45 above
Gender :Male
female
Occupation:Student
Salaried
Self Employed
If any other
Than specify ..
Income own or family (p/month.):15000-20000

20000-30000
30000-35000
35000-above
1. Are you aware about information given on food packet?

Yes
No
(If no than go question no 7)
1(a).If yes how did you come to know?

By food packet
by dept. of consumer affair
Awareness programme
By the govt
any other media
Than specify...
2. Do you check the information given on food packet before purchase?
Yes
No
(If no than go question no 8)
45
2(a).If yes than how often?

Always
sometime
Often
3. Which information of food packet affects your learning more before purchasing? (please rate
according to yourself 1 to 5)
1- Definitely agree, 2- Probably agree, 3- Might or might not, 4- Probably not agree, 5Definitely not agree.
Sr.
No
Factors
1.
2.
I would buy food product only after seeing the manufacturing date on the
product.
I would buy food product only after seeing the expiry date on the product.
3.
I would buy food product only after seeing the price on the product.
4.
I would buy food product only after seeing the weight on the product.
5.
I would buy food product only after seeing the ISI mark on the product.
6.
I would buy food product only after seeing the batch no. on the product.
7.
I would buy food product only after seeing the packaging date on the
product.
I would buy food product only after seeing the content detail on the product.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
I would buy food product only after seeing the company name on the
product.
I would buy food product only after seeing the product name on the product.
I would buy food product only after seeing the company tag line on the
product.
I would buy food product only after seeing the logo of brand on the product.
I would buy food product only after seeing the contact no. & website on the
product.
I would buy food product only after seeing the tax detail on the product.
I would buy food product only after seeing the nutritional facts on the
product.
I would buy food product only after seeing trade mark on the product.
I would buy food product only after seeing the term & condition on the
product.
I would buy food product only after seeing the food grade on the product.
46
19.
I would buy food product only after seeing the vegetarian. Or nonvegetarian segment on the product.
20.
I would buy food product only after seeing the manufacturing address on
the product.
21.
I would buy food product only after seeing the way of using on the product.
4. Do you think the information given on food packet is useful?

Beneficial
up to some extent
Not beneficial
5. What makes you unaware about information given on food packet?
Less advertisement
less publicity
Never mind
not shopping
6. Why dont you check the information given on food packet before purchasing?
No need
Unimportant
Others cause
Please specify
7. Do you recommend others to check for the information on food packet before purchasing?
Yes
No
8. Please share your any other feelings about food packet information.
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
THANKS FOR CO-OPERATION.
47

Project Report PDF

Загружено:

Сведения о документе

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Project Report PDF

Загружено:

Авторское право:

Доступные форматы

Project Report On

Effect of packaging and labeling information on

consumer learning with respect to food product

University School Of Management Studies

TO WHOMSOEVER IT MAY CONCERN

Objective/purpose of the study

Packaging information plays important role to make purchase decision of customer.

The packaging information is significantly effect on consumer learning.

NAME OF THE TOPICS

b) Objective of the study

c) Scope of the study

b) Demography analysis by charts & bar graph

Common name of the product

Name and address of the products manufacturer

Net contents in terms of weight, measure or count, and:

(Some pics of food product on which it is showing the packaging information)

Need of the study

SOURCE:- www.unifem.org.in New Delh %20A%20brief%20Profile.pdf -

Scope of the study

for the purpose of study and analysis.

Method of data analysis:

respondent's view about mfg. date.

respondent's view about exp. date.

respondent's view about price.

respondent's view about weight.

respondent's view regarding isi mark.

respondent's view regarding batch no.

respondent's view regading packaging date.

respondent's view regarding content detail.

respondent's view regarding company name.

respondent's view regarding product name.

respondent's view regarding company tag line.

respondent's view regarding logo of brand.

respondent's view regarding contact no. & website.

respondent's view regarding tax detail.

respondent's view regarding nutritional facts.

respondent's view regarding trade mark.

respondent's view regarding term and condition.

respondent's view regarding food grade.

respondent's view regarding vege or non vage segment.

respondent's view regarding mfg. address.

respondent's view regarding way of using.

Extraction Method: Principal Component Analysis.

Total Variance Explained

Rotation Sums of Squared

Extraction Method: Principal Component Analysis.

respondent's view regarding

Extraction Method: Principal Component Analysis.

Rotated Component Matrix

respondent's view regarding

Extraction Method: Principal Component Analysis.

Component Transformation Matrix

Extraction Method: Principal Component Analysis.

The factors obtained from the analysis are as follows:

Contact no. & website

veg or non-veg segment

logo of the brand

term & condition

THE DESCRIPTIVE ANALYSIS OF THE DEMOGRAPHIC OF THE SAMPLE FROM

Income own or family (p/month.):-

Are you aware about information given on food packet?

If yes how did you come to know?

Do you check the information given on food packet before purchase?

Packaging information plays important role to make purchase decision of customer.