Impact of packaging on Retailers & consumers

KIRANKUMAR MORYE

ADMISSION NO.: HPGD/JA17/1045

SPECIALIZATION: SUPPLY CHAIN MANAGEMENT

PRIN. L. N. WELINGKAR INSTITUTE OF MANAGEMENT

DEVELOPMENT & RESEARCH

YEAR OF SUBMISSION: JUNE, 2019

 ACKNOWLEDGEMENTS

Many people have helped me on this project and their contribution is valuable.
With immense pleasure, I would like to present this report on "Impact of packaging on Retailers &
consumers" which was a source of immense knowledge to me.

First of all, I would like to thank GOD who enabled me to complete this report.

I wish to express my sincere gratitude to Welingkar Institute of Management for providing me an

opportunity to present a report on this highly discussed topic and guidance as well as encouragement
on this project work.

Last but not the least, I would like to thank my family members, friends & colleagues who have been
an inspiration and directly or indirectly have given their kind co-operation and helped me in the
successful completion of this project report. And without their inspiration, this project would have
remained a dream.

(KIRANKUMAR MORYE)

Place: Mumbai
Date: 21st July, 2019.
 UNDERTAKING BY CANDIDATE

I declare that project work entitled “Impact of packaging on Retailers & consumers” is my own work conducted as
part of my syllabus.
I further declare that project work presented has been prepared personally by me and it is not sourced from any
outside agency. I understand that, any such malpractice will have very serious consequence and my
admission to the program will be cancelled without any refund of fees.
I am also aware that, I may face legal action, if I follow such malpractice.

KIRANKUMAR MORYE
__________________________
Signature of Candidate
 PREFACE

The successful completion of this project was a unique experience for me because I achieved a better knowledge
on the project topic "Impact of packaging on Retailers & consumers" and was able to put before the
readers some useful information and detailed analysis of the research undertaken by me for this project
work.
With my sincere attempts, I have taken every care to present this matter in precise and compact form, language
being as simple as possible. I am sure that the information contained in this volume would certainly prove
useful for understanding this project in a scientific and systematic way in its true perspective.
The work of completion of project though being a challenging task, was made quite simple, interesting successful
due to deep involvement and complete dedication of my colleagues. I hope this study will contribute to
the organisation. In today’s world business activity plays dynamic role and environment is also changing
due to the existence of new technologies. To understand the changing market behavior the organization
has to do a systematic study. A project work is a scientific and systematic study intended to catch the
nerves of the problem with the application of management concepts. This project is based on the topic
which is assigned to us by our respected teacher the topic which I took for it: “Impact of packaging on
consumer buying behavior”
 EXECUTIVE SUMMARY

The aim of this thesis is to get the A study to point toward role of packaging on consumer
buying behavior. The basic purpose of behind it to find out how such factors are behind the
success of packaging. According to this research I try to find the positive relationship between
independent variable and dependent variables. For collecting the data I will use the
questionnaire, while for analysis I will use SPSS 16. A sample of 145 consumers will be
selected to test the reliability of the model. The significance of the study, its delimitation and
limitations are discussed. The research is based in Pakistan. The consumer buying behavior is
dependent variable. The packaging is the most important factor. Packaging elements like
Packaging color. Background Image, Packaging Material, Font Style, Design of wrapper,
Printed Information and Innovation is taken as predictors. Due to increasing self-service and
changing consumers’ lifestyle the interest in package as a tool of sales promotion and stimulator
of impulsive buying behavior is growing increasingly. So package performs an important role
in marketing communications, especially in the point of sale and could be treated as one of the
most important factors influencing consumer’s purchase decision. Literature analysis on
question under investigation has shown that there is no agreement on classification of package
elements as well as on research methods of package impact on consumer’s purchase decision.
By this article we seek to reveal elements of package having the ultimate effect on consumer
choice. Taking into consideration that package could be treated as a set of various elements
communicating different messages to a consumer; the research model was developed and tested
in order to reveal impact of visual and verbal package elements on consumer’s purchase
decisions.
 INDEX

Chapter Sub Particulars Page

Number Number Number

1 INTRODUCTION

1.1 Introduction 1

1.2 History 2

1.3 Types of Packaging 8

1.4 Packaging trends for 2019 10

1.5 Functions of Packaging 12

2. Introduction to the study

2.1 Introduction about title 15

2.2 Objective of research 15

2.3 Research Methodology 16

2.4 Limitations of study 17

3 Literature Review

3.1 Literature Review 18

3.2 Research Gap 26

4 Data Analysis and interpretation 26

5 Finings and Observations 40

Conclusion 41

Bibliography 42

Questionnaire
 1.1 INTRODUCTION

In nowadays 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.

According to Rundh (2005) package attracts consumer’s attention to particular brand, enhances
its image, and influences consumer’s perceptions about product. Also package imparts unique
value to products (Underwood, Klein & Burke, 2001; Silayoi & Speece, 2004), works as a tool
for differentiation, i.e. helps consumers to choose the product from wide range of similar
products, stimulates customers buying behaviour (Wells, Farley & Armstrong, 2007). Thus
package performs an important role in marketing communications and could be treated as one
of the most important factors influencing consumer’s purchase decision. In this context,
seeking to maximize the effectiveness of package in a buying place, the researches of package,
its elements and their impact on consumer’s buying behaviour became a relevant issue.

Literature analysis on question under investigation has shown that there is no agreement on
classification of package elements as well as on research methods of package impact on
consumer’s purchase decision. Some of researchers try to investigate all possible elements of
package and their impact on consumer’s purchase decision (Silayoi & Speece, 2004; Silayoi &
Speece, 2007; Butkeviciene, Stravinskiene & Rutelione, 2008), while others concentrates on
separate elements of package and their impact on consumer buying behaviour (e.g., Vila &
Ampuero, 2007; Madden, Hewett & Roth, 2000; Underwood et al., 2001; Bloch, 1995).
Moreover some researchers investigate impact of package and its elements on consumer’s
overall purchase decision (e.g., Underwood et al., 2001), while others – on every stage of
consumer’s decision making process (e.g., Butkeviciene et al., 2008). Furthermore the
abundance of scientific literature on this issue do not provide unanimous answer concerning
impact of package elements on consumer’s buying behaviour: diversity of the results in this
area depends not only on research models constructed and methods employed, but on the
context of the research too. All above mentioned confirms the necessity to investigate this
Issue in more detail. In the light of these problematic aspects, research problem could be
formulated as following question: what elements of a package have an ultimate effect on
consumer purchase decision?
The aim of this paper – basing on theoretical analysis of package elements and their impact on
consumer‘s purchase decision empirically reveal the elements having the ultimate effect

on consumer choice in a case of different products. （Role of Packaging on Consumer

Buying Behavior–Patan District ，June 2012）

 1.2 HISTORY

Overview

Packaging is the technology of enclosing or protecting products for distribution, storage, sale,
and use. Packaging also refers to the process of designing, evaluating, and producing packages.
Packaging can be described as a coordinated system of preparing goods for transport,
warehousing, logistics, sale, and end use. Packaging contains, protects, preserves, transports,
informs, and sells. In many countries it is fully integrated into government, business, and
institutional, industrial, and personal use.

1. Ancient era
The first packages used the natural materials available at the time: baskets of reeds, wineskins
(bota bags), wooden boxes, pottery vases, ceramic amphorae, wooden barrels, woven bags, etc.
Processed materials were used to form packages as they were developed: for example, early
glass and bronze vessels. The study of old packages is an important aspect of
archaeology.
The earliest recorded use of paper for packaging dates back to 1035, when a Persian traveller
visiting markets in Cairo noted that vegetables, spices and hardware were wrapped in paper for
the customers after they were sold

2. Modern era

Tinning

The use of tinplate for packaging dates back

to the 18th century. The manufacture of
tinplate was long a monopoly of
Bohemia; in 1667Andrew Yarranton, an
English engineer, and Ambrose Crowley
brought the method to England where it was
improved by ironmasters including Philip
Foley. By 1697, John Hanbury had a
rolling mill at Pontypool for making
"Pontypool Plates". The method pioneered to be produced than was possible with the
there of rolling iron plates by means of former practice of hammering.
cylinders enabled more uniform black plates
Tinplate boxes first began to be sold from ports in the Bristol Channel in 1725. The tinplate
was shipped from Newport, Monmouthshire. By 1805, 80,000 boxes were made and 50,000
exported. Tobacconists in London began packaging snuff in metal-plated canisters from the
1760s onwards.

Canning

With the discovery of the importance of

airtight containers for food preservation by
French inventor Nicholas Appert, the tin
canning process was patented by British
merchant Peter Durand in 1810. After
receiving the patent, Durand did not himself
follow up with canning food. He sold his
patent in 1812 to two other Englishmen,
the Royal Navy. Bryan Donkin and John Hall, who refined the
process and product and set up the world's
first commercial canning factory on
Southwark Park Road, London. By 1813, they
were producing the first canned goods fo
 The progressive improvement in canning stimulated the 1855 invention of the can opener.
Robert Yeats, a cutlery and surgical instrument maker of Trafalgar Place West, Hackney Road,
Middlesex, UK, devised a claw-ended can opener with a hand-operated tool that

haggled its way around the top of metal cans. In 1858, another lever-type opener of a more
complex shape was patented in the United States by Warner of Waterbury, Connecticut.

Paper-based packaging
Set-up boxes were first used in the 16th century and modern
folding cartons date back to 1839. The first corrugated was
produced commercially in 1817 in England. Corrugated
(also called pleated) paper received a British patent in 1856
and was used as a liner for tall hats. Scottish-born Robert
Gair invented the pre-cut paperboard box in 1890—flat
pieces manufactured in bulk that folded into boxes. Gair's
invention came about as a result of an accident: as a
Brooklyn printer and paper-bag maker during the 1870s, he
was once printing an order of
seed bags, and the metal ruler, normally used to crease bags, shifted in position and cut them.
Gair discovered that by cutting and creasing in one operation he could make prefabricated
paperboard boxes.
Commercial paper bags were first manufactured in Bristol, England, in 1844, and the American
Francis Wolle patented a machine for automated bag-making in 1852.

3. 20th century

Packaging advancements in the early 20th century

included Bakelite closures on bottles, transparent cellop
hane overwraps and panels on cartons. These innovations
increased processing efficiency and improved food
safety. As additional materials such as aluminium and
several types of plastic were developed, they were
incorporated into packages to improve performance and
functionality.
In 1952, Michigan State University became the first
university in the world to offer a degree in Packaging Engineering.
In-plant recycling has long been common for producing packaging materials. Post-consumer
recycling of aluminum and paper-based products has been economical for many years: since
the 1980s, post-consumer recycling has increased due to curb side recycling, consumer
awareness, and regulatory pressure.
Many prominent innovations in the packaging industry were developed first for military use.
Some military supplies are packaged in the same commercial packaging used for general
industry. Other military packaging must transport materiel, supplies, foods, etc. under severe
distribution and storage conditions. Packaging problems encountered in World War II led to
Military Standard or "mil spec" regulations being applied to packaging, which was then
designated "military specification packaging". As a prominent concept in the military, mil spec
packaging officially came into being around 1941, due to Iceland experiencing critical losses,
ultimately attributed to bad packaging. In most cases, mil spec packaging solutions (such as
barrier materials, field rations, antistatic bags, and various shipping crates) are similar to
commercial grade packaging materials, but subject to more stringent performance and quality
requirements.

As of 2003, the packaging sector accounted for about two percent of the gross national product
in developed countries. About half of this market was related to food packaging.[19]

Packaging has begun with natural materials such as leaves. Serial production was later done
with products such as weaved materials and pots. It is estimated that glass and wood packaging
are being used for around 5000 years. In 1823 Englishman Peter Durand obtained the patent
for the first metal packaging made from sheet metal "canister”. Double stitched three peace can
began to be used in 1900. Paper and cardboard have become important
 Packaging materials in 1900s. With the invention of plastic, it started replacing paper as a
packaging material.
General use of plastics in packaging applications has started after World War 2. Polyethylene
was produced in abundance during the war years and became an easily found material in the
market right after the war. In the beginning it replaced the wax paper used in bread packaging.
The growth in plastic packaging has sped up since 1970s. With today's technology and
conditions, these previous materials have been replaced by more suitable and economic
materials such as glass, metal, plastic, paper and cardboard. During those years packaging was
used only for transport and storage, but with these new materials it has also begun to advertise
the product. So now packaging is part of marketing policy. This is because packaging creates
the distinction between the same types of products sitting side by side on shelves.

Glass Packaging from Egypt to Present Day

Glass packaging first begun to be used in 1500 B.C in Egypt. Glass, first seen used as a pot,
was being mixed with melted limestone, soda, sand, silicate and shaped into glass packaging.

Around 1200 B.C pots and mugs started to be made from molded glass. After the invention of
the blow pipe in 300 B.C by the Phoenicians, the production of completely transparent glass
was during the times after A.C. During the thousand years that followed glass production
technique has improved and expanded.
The development that affected glass packaging the most was the patenting of the "automated
rotary glass manufacture machine” in 1889. After the 1970s glass packaging begun to be used
in high value products' protection and has a wide range of usages today.
Plastic -The Newest Form of Packaging
First artificial plastic was prepared by Alexander Parker in 1838 and was displayed at the Grand
International Fair in London in 1862. This plastic was intended to replace natural materials
such as ivory and was dubbed "parkesin”. In 1849 Charles Goodyear and Thomas Hancock
developed a procedure that destroyed the sticky property and added elasticity to natural rubber.
In 1851 hard rubber or "ebonite” has become commercial.
In 1870 New Yorker John Wesley Hyatt was given a patent for "celluloid” produced in high
temperatures and pressure and has low nitrate content. This invention is the first
commercialized plastic and has remained as the only plastic until 1907 when Leo Hendrik
Baekeland produced "Bakelite”.
What exactly plastic was, was not known until 1920 when Hermann Staudinger's revolutionary
idea was heard. All plastics, rubber and cellulose were claimed to be polymers or macro
molecules. This assumption was first not accepted widely by many scientists, but Staudinger
received the Nobel Prize in 1953 with this idea.
Plastic packaging has begun to be used widely after 1950s. Towards the end of 1970s plastic
packaging sector has begun to grow.

Paper Packaging Begins In China

Paper is the oldest re-shapeable packaging material. Mulberry tree barks were used in China in
the 1st and 2nd centuries B.C to wrap food, and paper making techniques have improved during
the following 1500 years and transported to the Middle East.
Paper making techniques have reached Europe and from Europe they reached England in 1310
and America in 1609. The first commercial cardboard box was produced in England in 1817,
200 years after China and corrugated cardboard was invented in 1850s, replacing wooden
boxes in trade. The 20th century was the brightest era for paper and cardboard.
1.3 TYPES OF PACKAGING

❖ Plastic

This is the most common packaging

material and, at the same time, one of the
most difficult to dispose of. The factors
common to all plastics are that they are
light, strong cheap to manufacture. It is for
these reasons that they are used so much,
as an alternative to cardboard glass
packaging materials.
Almost 10% of our rubbish consists of different types of plastic. They are a problem in
landfills as they are bulky, they contaminate degrade slowly.
Separated the rest of the waste, they can must be upgraded for the good of everyone.

❖ Metal

Appropriate for packaging foods (canned

foods). For drinks, such as soft drinks
beers, aluminium is often used.
Tin plate is a solid, heavy steel covered
with tin to protect it against rust. It is used
to package canned foods. It can be
separated by magnets should be recycled in
all cases.
Aluminum is attractive, light strong at the same time,
but requires a lot of raw materials energy to make it. For this reason it must be recycled.
The majority of cans of soft drinks, lids, aluminums foil, etc. are made aluminums.
❖ Brick carton

A light, strong air-tight packaging material.

Ideal for transporting storage. Its complex
composition makes it difficult to recycle. It
is becoming the main packaging material
used for basic foodstuffs. Complex
packaging material, made up of several
layers of plastic, paper aluminum. It is also
difficult to recycle. It is used mainly to
keep drinks such as milk, juice, etc.

❖ Cardboard
Appropriate for packaging materials wrapping, preferable to "white cork". Its
use may prove to be unnecessary when used for products which are already
packaged sufficiently. In all cases, this packaging material is easy to recycle
reuse. It is used in the form of boxes, sheets corrugated cardboard.

❖ Glass

An ideal material for foods, especially

liquids. It is inalterable, strong easy to
recycle.
It is the traditional vessel in the home (jars,
glasses, jugs, etc.). Its weight shape may
involve some difficulties for transport
storage.
 1.4 PACKAGING TRENDS FOR 2019

Research firms is predicting a greater amount of personalization to go with enhanced mobile

capability, more concise on-pack information, and further refinement of “green” products as
part of its six global packaging trends for 2019.

1. THE DIGITAL EVOLUTION

Mintel predicts 2019 will be the “tipping point” for digital package printing, as brands move
beyond using digital only for limited editions and personalization and begin capitalizing on its
economic and speed-to-market advantages.
The success of Coca-Cola’s “Share a Coke” initiative – which helped reverse a decade-plus
decline in sales – provides a window into the potential for digital printing, says Mintel, creating
opportunities for brands to engage consumers on a local, personal or even emotional level.
According to Mintel, one fifth of U.S. millennial are seeking custom or personalized packaging,
while nearly one quarter of Chinese consumers indicate a willingness to pay more for
personalized soft drink packaging.
Digital printing currently accounts for an estimated 10% of packaging decoration around the
world, with Mintel saying it is positioned to grow “well beyond” industry estimates.

2. GREATER FLEXIBILITY
Once regarded as a compromise, the use of flexible packaging (specifically pouches) increased
56% in the consumer packaged goods category between 2010 and 2014, according to Mintel’s
Global New Product Database.
Nearly one third of consumers (32%) associate flexible packaging with being modern, while
Mintel says it offers brands “nearly unparalleled” decoration and marketing opportunities.
The company says brands will continue looking to pouches to capture consumers’ attention in
2019, with “truly innovative” brands looking at the next generation of rigid/flexible hybrids,
which combine functionality and environmental benefits with great shelf presence.
3. SHOW ME…BUT NOT TOO MUCH
While packaging is a great way to convey key brand information, consumers are also wary of
an abundance of on-pack messaging that confuses their purchase decisions.
“Clear and concise information about ingredients, functional product attributes, or even
convenience and safety must be communicated with total transparency – a key responsibility
brands and consumers are placing squarely on packaging,” said Mintel.
The company predicts a convergence of clean labelling and clear on-pack communication.

4. THE EVOLUTION OF GREEN

Package recycling is currently “well below” its potential according to Mintel, with most
consumers not having a real understanding of what to do with compostable packaging, for
example.
According to Mintel, two key initiatives are beginning to resonate: A focus on alternative
package material sources, and catering to the two thirds (63%) of American consumers who
believe that reusable/re-purposeble packaging is a “key” purchasing driver.
“When product price and perceived product quality are equal, consumers will be increasingly
turning to these eco- and alternative-use attributes as the deciding purchasing factor,” says
Mintel.

5. SIZE MATTERS
Brands must offer packaging – both larger and smaller – that consumers see as “right-sized”
for themselves, their families and shifting use occasions, says Mintel.
While 39% of U.K. consumers would like to see a wider range of smaller bottles for alcohol,
for example, families around the world are seeing value in larger milk containers, and 50% of
health-conscious snackers say they would be willing to try a new product if it was available in
a smaller trial-sized pack.
“As brands’ product portfolios grow, the ability to reach consumers in unique and time- shifting
use occasions means brand-owners must offer a greater range of pack sizes,” says Mintel.
6. GOING MOBILE
Mobile is set to become the new “front line” in the battle to win over consumers, says Mintel,
noting mobile interactions will account for 64 cents of every $1 spent in retail stores by the end
of 2015.
Unlike the previous generation of mobile-friendly packaging, with its “clunky” QR and text
codes and less-than-stellar augmented reality experiences, the next generation of mobile
engagement will be built around near-field communication (NFC) and Bluetooth low-energy
that will deliver on the promise of mobile engagement, says Mintel.
 1.5 FUNCTIONS OF PACKAGING

Billions of pounds are spent on packaging food and other items each year. Sixty percent of all
packaging is for food products. At the beginning of the 20th century most food was sold loose.
It was weighed and measured out and placed in bags or directly into the shopper’s bag to carry
home.

Packaging and advertising were virtually unknown. Today packaging is a massive, lucrative
industry and often it is the way the packaging looks that persuades the shopper to buy the
product inside it.

1. To protect a product from damage or contamination by micro-organisms and air,

moisture and toxins: The product must be protected against being dropped, crushed,
and the vibration it suffers during transport. Delicate products such as fruits need to
be protected by a rigid package such as a laminated container. The product most also
be protected against the climate including high temperatures, humidity, Light and
gases in the air. It must also be protected against micro-organisms, chemicals, soil and
insects.

2. To keep the product together, to contain it (i.e. So that it does not spill): Some shapes
cannot be easily packaged, for example, certain vegetables. However, there are
methods of getting around this problem. Suppliers of canned vegetables such as
 carrots have developed a particular type of plant that yields carrots that are straight and
smaller than the normal variety. These fit into cans. Some products such as fruit juices
and sausages need to be contained in packages that hold them together and are sealed
to prevent spillage and loss.

3. To identify the product: Packaging is the main way products are advertised and
identified. To the manufacturer the package clearly identifies the product inside and
it is usually the package that the customer recognises when shopping. Advertising is
very important when a manufacturer launches a new or existing product. The package,
through its colour scheme or logo, is what is normally identified by the customer. The
package will also contain important information including ingredients and ‘sell by
date’.

4. Protection during Transport and Ease of Transport: A package should be designed to

make it easy to transport, move and lift. A regular shaped package (such as a cuboid)
can be stacked without too much space between each package being wasted. This
means that more packages can be transported in a container of a lorry. Unusually
shaped packages can lead to space being wasted and this can be costly if thousands
of the same package are been transported.

5. Stacking and storage: In supermarkets and shops it must be possible to stack packages
so that space is not wasted on the shelves. Lost space on shelves is looked up on a lost
opportunity to sell to a customer. Also, the package must be designed in such a way
that all the important information can be seen by a potential buyer, especially the
product name. The next time you visit the supermarket look carefully at the shape of
the packages. They are usually the same rectangular / cuboid shape. It is the selection
of colours and shades that determine whether the product inside is regarded as a
quality, sophisticated or cheap item. Often packages are stacked on top and alongside
each other to reduce wasted space. The shape and form of the package determines
how efficiently they can be stacked or stored.
6. Printed Information: Information that is useful to consumers and companies such as
Supermarkets, is printed on packaging. This includes, ingredients, sell by dates, price,
special offers, manufacturers address, contact information, product title, barcode and
more.

The bar code is extremely useful to the shop selling the product. When the barcode is
scanned, the computer system automatically determines if the product needs reordering.
Also, the price of the product appears at the till.
 2.1 INTRODUCTION ABOUT TITLE

Consumer Buying Behaviour

Process by which individuals search for, select, purchase, use, and dispose of goods and
services, in satisfaction of their needs and wants.

Packaging
Packaging can be defined quite simply as an extrinsic element of the product. Packaging is the
container for a product. Role of Packaging on Consumer Buying Behavior–Patan District ，
June 2012）

2.2 OBJECTIVES OF RESEARCH

PRIMARY OBJECTIVE:
We wanted to figure out impact of packaging on consumer buying behavior and to
explore reasons behind that.

SECONDARY OBJECTIVE:
⇨ To find out the effect of packaging on the buying behavior.
⇨ To check the effect of packaging elements on the buying behavior.
⇨ To measure the relative impact of each packaging element on the consumer.
⇨ To identify the elements which should be highlight while design the packaging.
 2.3 RESEARCH METHODOLOGY
RESEARCH DESIGN:
In this our marketing research, we have used descriptive design. In this design we have used
cross sectional design. It involves the collection of information from any given samples of
population elements only once. Cross sectional design are further divided in two type’s single
cross sectional and multiple cross sectional. We have used multiple cross sectional design.

SOURCES OF DATA:

PRIMARY DATA:

We collect primary data during the course of doing experiments in an experimental research
but in case we do research of the descriptive type and perform survey whether sample survey
of census survey. Then we obtain primary data either through a direct communication with
respondent or questionnaire.

We have obtained data through questionnaire

SECONDARY DATA:
● Website
● Journals
● Magazines
● Articles
● Books
● Project reports
We have obtained secondary data via website, journal, Articles and Project reports
through.
DATA COLLECTION METHOD:
● Questionnaire

POPULATION:
● Graduate and Post graduate students of Kadi area.
SAMPLING METHOD:
● Non-probability: Convenience Sampling Method
In nonprobability sampling technique the chances of selection of all elements of population are
not equal and convenience sampling method means sample drawn at the convenience of the
interviewer people tend to makes the selection at familiar location and choose respondents who
are like themselves.

SAMPLING FRAME:
● Kadi area

SAMPLING SIZE:
● 180 respondent

DATA COLLECTION INSTRUMENT:

● Questionnaire
ANALYSIS TOOLS:
● SPSS SOFTWARE
● Microsoft Excel 2013
● Mean
● Median
● Mode
● Average
 2.4 LIMITATIONS OF STUDY

For analysis we have used Mean and average tools only

● This study is only applicable to the kadi area.

● This is study is done on the basis of data provided by the respondents.
● Respondent Bias was one of the major limitations of research, and there might not
be perfect positive response from all the respondents.
 3.1 LITERATURE REVIEW

Role of Packaging on Consumer Buying Behavior-Patan District，(2012）Rita Kuvykaite

(2009) has descriptive research. According to Rita package attracts consumer’s attention to
particular brand, enhances its image, and influences consumer’s perceptions about product.
Also package imparts unique value to products (Underwood, Klein & Burke, 2001; Silayoi &
Speece, 2004), works as a tool for differentiation, i.e. helps consumers to choose the product
from wide range of similar products, stimulates customers buying behavior (Wells, Farley &
Armstrong, 2007). Thus package performs an important role in marketing communications and
could be treated as one of the most important factors influencing consumer’s purchase of
package, its elements and their impact on consumer’s buying behaviour became a relevant
issue. He basing on theoretical analysis of package elements and their impact on consumer‘s
purchase decision empirically reveal the elements having the ultimate effect on consumer
choice. Research methods that Rita used is systematic and comparative analysis of scientific
literature; empirical research There are six variables that must be taken into Consideration by
producer and designers when creating efficient package: form, size, color, graphics, Material
and flavor. Similarly, Kotler (2003) distinguishes six elements that according to him must be
evaluated when employing packaging decisions: size, form, material, color, text and brand. The
research result of Rita shows the impact of package elements on consumers purchase decisions
can be stronger. He conclude that Package could be treated as one of most valuable tool in
today’s marketing communications, necessitating more detail analysis of its elements and an
impact of those elements on consumers buying behavior. The impact of package and its
elements on consumer’s purchase decision can be revealed by analysing an importance of its
separate elements for consumer’s choice.

Bed Nath Sharma Dec. 2008 studied New Consumer Products Branding, Packaging and
Labeling in Nepal. This paper focuses on existing practice of branding, packaging and labelling
of new products in consumer product manufacturing units. The study method was Descriptive
presentation of facts collected through questionnaire survey concerned with different section
of consumer new products (soap, biscuit, noodles, cigarettes and The study further
investigates the new consumer product packaging and labelling status in manufacturing units.
They are aware about the value of packaging and labelling. Majority of
the consumer products 84.37% (27 out of 32 responses) are using product label as a simple tag
attached to the product or an elaborately designed graphic that is part of the package.

Alice Louw (2006) has studied The Power of Packaging the people belonged to Age 20-30
years old University graduates were taken for research.20respondents were asked to rank 5
water bottles in terms of their overall appeal. Following this, they were given a questionnaire
and asked to rate each of the bottles on 20 statements related their packaging. For the remaining
20 respondents, the order of the process was switched: they rated the bottles first and then
ranked them. The statements ranged from functional attributes (e.g. easy to drink from, right
size) to more emotive, non-functional attributes (e.g. I like the colors, high quality). For both
groups there was a clear winner and a clear loser in terms of the rankings. However, although
the top brand chosen was consistent in both groups, the worst brand differed. The group that
ranked the bottles first showed more variance in terms of their responses (Variance 1.33) than
the second group who rated the attributes first (variance 0.89). This Packaging plays an
important role in the marketing context. His research results that right packaging can help a
brand carve a unique position in the marketplace and in the minds on consumers.

John Th Gersen (2000) worked on The Ethical Consumer. Moral Norms and Packaging Choice
published in Journal of Consumer Policy Kluwer Academic Publishers. Printed in the
Netherlands. The paper presents a study of a case with these two characteristics: Danish
consumers’ choice presents a study of a case with these two characteristics: Danish consumers’
choice of environment-friendly packaging. With regard to this case, the evidence supports the
claim. A majority of Danish consumers have developed personal norms about choosing
environment-friendly packaging and the personal norm is a significant predictor of their (self-
reported) propensity to choose environment-friendly packaging in the supermarket.

Renaud LUNARDO 2007 has a great research on the influence of label on wine consumption.
its effects on young consumers’ perception of authenticity and purchasing behaviour The main
objective of the paper is to identify the effects of authenticity on purchase behaviour. They
used a repertory grid (RG) approach as a methodological framework in order to know which
pattern of features is better at inducing purchase. All the relationships between authenticity
provided by the label of bottles and consumer behaviour
attributes (performance risk, perceived price and purchase intentions) have all been tested by
using linear regressions. This study was intended to provide a more complete understanding of
the influence of the authenticity perceive from the label of bottled wine. As an attempt to extend
the research on the influence label of bottled wine can have on consumers’ decisions of buying,
the current it is clear from these findings is the major role played by labels.

L Renaud 2007 worked on The Influence of Eco- Labelling on Consumer Behavior. The main
objective of this study was to assess the relative importance of the labelling in Packaging
compared to other product attributes (like brand, price, etc.) for consumers’ buying decisions.
The methodological approach that they chose was discrete choice analysis, which is
particularly powerful for this kind of analysis. Further this study attempts to analyses if the
importance of the labelling and packaging differs between product groups. They surveyed a
total of 302 customers; Two thirds of the interviews were conducted in the German-speaking.
The Variables chose within this study are, present mood, time, buying purpose With regard to
sustainability marketing, Time. The most important result of analysis is the significant
willingness to pay for Packaging energy efficient products.

Adeline Broad Bridge & Henry Morgan (2007), consumer buying behavior and perception
toward retail and brand baby products. A two-stage research methodology consisting of both
qualitative and quantitative research techniques was adopted. The population was defined as
‘parents of children under the age of five who use baby care products’.

Both the qualitative and quantitative research showed that respondents adopted similar risk
reduction strategies in their purchase of baby care products. This research investigated
consumer perceptions and buying behaviour of baby care products. The results of the primary
research indicated that consumers need to feel confident with the product in terms of reliability
and performance and packaging.

Bytyqi Hysen*, Vergara Mensur (2008) have research on analysis of consumer buying
behaviour in regard to dairy products in Kosovo. This survey was carried out by the Department
of Livestock and Veterinary Sciences, Agriculture Faculty of Pristina, Kosovo 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 1- 5 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.

Rita Kuvykaite1, Aisle Dovaliene2, Laura Navickiene3 (2009) worked on impact of package
elements on consumer purchase decision economics & management. Material are the most
important visual elements for purchasing both milk (size and material 3.80) and washing-
powder (resp.: 3.87 and 3.41); whereas, in this case form, colour and graphic could be treated
as unimportant elements of package. When analysing importance of verbal elements, it could
be stated that product information (4.24 for milk and 4.06 for washing-powder) and country-
of-origin (resp.: 4.22 and 3.88) are the most important elements. Furthermore its worth to add,
that producer and brand couldn’t 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 consumer’s 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 package’s elements on
consumer’s purchase decision depending on time pressure, consumer’s involvement level and
individual characteristics were analysed.

H Ahasanul, (K Ali 2009) measured the Factors Influencing Buying Behaviour of Piracy
Impact to Malaysian. A structured questionnaire was used to collect data whereby it was served
as primary data to answer the research questions and objectives planning to find out the factors
that plays a vital role about consumers perception towards pirated products. It can be identified
that the dependent variable is consumer perception on piracy. Where else the independent
variables would be divided to social influence, personality/believe, culture, and the economy.
These are the factors that could influence consumers’ perception on piracy thereby supporting
out dependent variable. Social influence would include susceptibility, which means an
individual might purchase a pirated product merely because his/ her friend or family members
bought the product and introduced it to them.
Ulrich R. Orth (2009) worked on Packaging Design as resource for the construction of Brand
Identity. A thorough review of the literature on packaging design reveals that there are no
meaningful guidelines for developing holistic packaging design, Shapes, Finishes, Sizes,
Images, Typography, Colors, Impressions, Purchase Intention, and Brand. This research was
conducted by collecting information and data in four stages. First, a review of the branding
literature determined a list of strategically relevant brand impressions for wine. Second,
appropriate wine packaging design elements were identified and a sample of real and
representative designs was selected. Third, professionals in the design and advertising industry
rated wine packaging designs on the previously identified design elements. This research aimed
at generating guidelines for managing strategic brand impressions, namely brand identity
created by the wine packaging design

Kriti Bardhan Gupta (2009) has study on Consumer Behavior for Food Products in India.
primary data was collected from 326 respondents in Uttar Pradesh and National Capital Region
The relative importance of various food purchasing criteria was estimated for four different
food categories, food and vegetables; milk and milk products; food grains and pulses; and
processed foods on 1-5 scale, The present study explored the consumer behavior for food
products in India from different perspectives. People accepted the fact that their food habits get
affected with the shifting to a new region but many basic buying and consumption behavior do
not change. Some of the changes in buying and consumption behavior of relocated people,
which were observed after their settlement to a new region, were not significantly different
from the level of changes in behavior of non-moving people. However, compared to the last
10 years, people have started preferring more healthy foods and are willing to try out new
dishes. They tend to learn cooking and eating new food items after relocation without
discontinuing their traditional food items. There is also influence of children on the type of
food items that they eat.

This paper has shown that impulse buying is indeed a relevant factor in CE retailing, thus
justifying the use of sales packaging. However, optimization is still important. From an
economical and environmental perspective it is very costly to apply sales packaging (with
additional material use and transport volume) to products that do not need them, or to apply
them in an ineffective way. Economical costs and environmental impact can be expressed in a
single score, indicating the packs performance. To allow proper management of the pack
design the sales performance should be expressed in as simple a way as possible, preferably
also a single score. As calculating the sales performance is impossible a test will need to be
used. The pressure from time-to-market in the CE industry, demands that the test be relatively
simple.

S Nuntasaree and Dr. E Barry (2008) published a paper with subject of a model of male and
consumer behavior in buying skin care products in Thailand.. The conceptual model of male
consumer behavior in buying skin care products beliefs in product attributes Quality, Price,
Brand, Packaging, Advertising, Promotion, Salesperson, Distribution. This study used a
quantitative research method. A convenience sample with a shopping mall-intercept technique
was employed for the sampling method. The closed-ended questionnaire developed from
standard questions of relevant literature was chosen as a research instrument. The Statistical
Package for the Social Sciences program (SPSS) version 15.0 was used in this study with a
0.05 level of significance for all of the statistical assessments. The data set was screened and
examined for incorrect data entry, missing values, normality and outliers.

Several studies have investigated issues such as packages as a means of attracting the attention
of consumers (Underwood et al., 2001; Garber et al., 2000; Goldberg et al, 1999; Schoormans
& Robben, 1997). Other studies researched packages as a means of communication as well as
a means of communicating brand and product meaning (Underwood & Klein, 2002; Garber et
al. Gordonet al., 1994; Homer & Gauntt, 1992; Rigaux- Bricmont, 1981; McDaniel &
Baker,1977).

Packages are found to attract attention (Underwood et al., 2001; Garber et al., 2000;Goldberg
et al., 1999; Schoormans & Robben, 1997). In fact, Goldberg et al. (1999) found that by
dismissing such non-verbal signs as colors, the attention to verbal signs can be increased.
Pictures on packages are emphasized to attract attention, particularly when consumers are not
very familiar with the brands (Underwood et al., 2001).

Furthermore, 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 (Garber etal., 2000; Schoormans &
Robben 1997). 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 (Rigaux-Bricmont, 1981), and
materials (McDaniel & Baker, 1977) convey brand meaning.

Pires Gon¸calves, Ricardo (2008) worked on Product Characteristics and Quality Perception,
according to him When they choose among competing products consumers are faced with
quality and product performance uncertainty, hence, they rely on cues as extrinsic attributes,
for instance brand, price, package and warranty, as signals of perceived quality. Little research
has been done on packages as extrinsic attributes used by consumers as signs of perceived
quality, thus this study is a small contribution to that lack of scholarly research on packages.
Colors and shapes are important elements of marketing strategies, and they are both essential
features of packages, especially in product labels. Labels are one of the most important features
of product packaging, and they are designed to communicate a message. The model proposed
in this study builds on previous models of consumer quality perception and signals of quality
from product cues. In this research, colors and shapes combinations in labels are considered as
the extrinsic attributes used as signals of quality by consumers.

Liang Lu (2008) worked on a paper: Packaging as a strategic tool University of Hallstand

school of Business and Engineering. Packaging is an important part of the product that not only
serves a functional purpose, but also acts as a mean of communicative information of the
products and brand character. Packaging must be functional; it must protect the products in
good storage, in shipment and often in use. Besides, it has also the function that can give
customers the ease of access and use on the purpose of convenience. After looking at Kotler
theory about packaging, we will turn to different theory relating to packaging design and its
important elements in order to help us to solve the first research question.

Judy Rex, Stuart Wai and Antonio Lobo (2003), it is An Exploratory Study into the Impact of
Color And Packaging as Stimuli in the Decision Making Process for a Low Involvement Non-
Durable Product The consumers and the manager agreed that important factors when deciding
which packet of potato crisps to purchase were the quality, the brand and the price of the
product, with flavor also being an important factor for the consumers. The consumers
used a constant sum scale (out of 100) to rate the six attributes of flavor, quality, brand, price,
size and shape, and the color of the packaging. Overall, the consumers indicated that the flavor
of the product was easily the most important stimulus when selecting potato crisps with an
average rating of 38 points. This was about twice as important as the quality (21 points), which
was more important than the brand (14 points) and the price (13 points). While brand and price
were of about equal importance,

P.H.K.Prathiraja and A.Ariyawardana (2003) has a great study in the impact of nutritional
labelling on Consumer Buying Behavior. This study shows that consumers use nutritional
labelling when making a purchasing decision and that it is especially because of health
consciousness. A majority of the respondents revealed that they are willing to pay something
additional for the nutritional information provided on food items. Of those who are willing to
pay something additional, a greater proportion was in the age category 36 to 50 years, have had
tertiary education and the households had less than 4 members.

K Sony (2008) studied the consumer responses toward attribute framing in product packaging.
The main purpose of this study is to investigate the impact of message framing, level of
involvement, and numerical difference on consumer response. Fresh-milk product was chosen
as the object for experiment. This study has the following suggestion for packaging design
based on the findings. Fresh milk is commonly considered as health-related product. The study
is advantageous in giving marketers a more thorough picture of how message framing affects
consumer response in various numerical alternatives and level of involvement. It will also be
helpful in developing successful packaging strategy. For future study, different types of
products can be investigated further.

Asso. Professor Jane (2005), Consumer Response to Sponsorship Leveraged Packaging (SLP).
Structural equation modelling (SEM) was used to analyses the data from the experiment. This
program of research aims to test a model that examines the structural relationships between
SLP and consumer attitudes and purchase intentions toward the sponsors’ products as well as
the factors that impact this relationship. Research suggests sponsorship leverage packaging
may act in a similarly way to celebrity endorsement on product packaging, implying that
FMCG brands may benefit from marketing strategies that communicate the sponsorship
relationship on packaging. It is critical that brand managers
identify the affect SLP has on consumer behavior and evaluate the degree to which it can
enhance communication of the sponsorship relationship in the marketplace. This paper outlines
a framework of consumer response to SLP, proposing a three step process of exploratory and
experimental methodologies. The outcomes from the research will contribute to a better
understanding of sponsorship effects on consumer behavior and provide managers with the
means to develop more effective branding strategies and promotions.

（Role of Packaging on Consumer Buying Behavior–Patan District ，June 2012）

3.2 RESEARCH GAP

In the literature review we have find the various research papers on the impact of packaging on
consumer buying behaviour, but we did not find any research was done on impact of packaging
on consumer buying behaviour especially in Kadi .So that, we were done our research study
on the impact of packaging on consumer buying behavior in Kadi.
 CHAPTER # 4

DATA AN
ALYSIS AN
DINTERPRETATI
ON
 1. Which Factors are mostly affecting to purchase of the products?

Particular Answers Percentage (%)

Brand 44 24
Design of Packaging 64 36
Price 29 16
Quality 43 24
Total 180 100

Interpretation:
The above question is asked to the respondent to know influencing factors on consumer. Above
table and pie chart shows that 36% respondent choose or purchase product through checking
packaging. Where most of people select their product according to brand or quality or price.
Out of 180 respondent 24% respondent select their product through brand or quality of product.
Out of 180 respondent 16% respondent say they are selecting their product via price.
 2. Does packaging of a product influence your buying behaviour?

Particular Answers Percentage (%)

Yes 125 69
No 26 15
Sometimes 29 16
Total 180 100

buying behaviour

No

Interpretation:
The above question is asked to the respondent to know really packaging influence on
customer purchasing decision. From the above table and pie chart shows that 125 (69%)
people agree that packaging influence on customer purchasing decision. While 15% people
say that packaging of product does not influence while purchasing. Where 16% people say
sometimes they found the packaging makes their purchasing decision.
 3. Do you switch your brand due to change in packaging of existing brand?

Particular Answer Percentage

s (%)
Yes 97 54
No 53 29
Sometime 30 17
s
Total 180 100

No

Interpretation:
This question is asked to the respondent to know if the packaging of product change then people
really switch their brand or purchase another product. Out of 180 respondent 97 (54%) people
agree that they are changing their brand if packaging of existing brand was changed. Where
53(29%) people disagree that they don’t change if product packaging was changed. 17% people
sometimes they change their brand because of packaging change.
 4. What is your priority towards packaging?

Particular Answer Percentage

s (%)
Protective 41 23
Eco- 72 40
Friendly
Attractive 62 34
Other 5 3
Total 180 100

Interpretation:
This question is asked to know what people think about packaging of the product. Above table
and chart shows that 72(40%) respondent say that packaging is eco-friendly and save
environment of the earth. Where out of 180 respondent 62 (41%) people say that packaging is
attractive its means package attract people to purchase it. Out of 180 respondent 41 respondent
says that packaging protect the product and give long life the product.
 5. Which features of packaging are influencing to your buying behaviour?

Particular Mean
Packaging colour 1.48
Printed information 1.96
Language used on the package 2.03
Packaging Quality 2.10
Package design 2.33

(1=Highly influence, 2=Influence, 3=Neutral, 4=Not very influence, 5=Not at all influence)

Mean

Printed

colour information Quality

Interpretation:
Above question is asked to the respondent to know which kind of factors influence while
purchasing. Packaging colour mean score is 1.48 means it is near about highly influence or
influence which means colour of packaging mostly influence while purchasing. Printed
information mean score is 1.96 which is quite near of 2 which means printed information
influence consumer while purchasing. Language used on the package mean score is 2.03 which
means it influence while purchasing of the product. Packaging quality mean score is
2.10 which means quality of product also influence while purchasing. Packaging design mean
score is 2.33 which is stands between 2 and 3 packaging design also influence while purchasing
of the product.
 6. Did design of product wrapper inspire you in purchasing?

Particula Answer Percentage

r s (%)
Yes 156 87
No 24 13
Total 180 100

No

Interpretation:
Out of 180 respondent 87% people say “Yes” it means that design of product wrapper
always inspire people to purchase it. Where 13% people say “No” it means that product
wrapper does not make any difference while purchasing the product.
 7. Do you read printed information on the package of product?

Particula Answer Percentage

r s (%)
Yes 129 72
No 51 28
Total 180 100

No

Interpretation:
In above question most of people read information’s printed on packaging because it helps
the consumer to evaluate the product. Where 28% people does not read printed information
on packaging they just bought the product without any evaluation.
 8. Do you evaluate product according to printed information while purchasing?

Particular Answers Percentage

(%)
Yes 143 79
No 37 21
Total 180 100

No

Interpretation:

From the above table and pie chart through we can say that 79% people evaluate the product
through reading printed information. Where 21% people does not evaluate the printed
information means they are bought the product without evaluation.
 9. Please mark your satisfaction level in relation to following parameters

Particular Mean
package having attractive back ground 1.43
Innovation is important in Packaging 1.68
The innovative package can change your decision while purchasing 1.94
creative Font Style in Package 2.17
Wrapper design is important in Packaging 2.09
beautiful backgrounds 2.26

(1=strongly agree, 2=Agree, 3=neutral, 4=Disagree, 5=Highly Disagree)

Mean

Interpretation:
The above table and pie chart shows that strongly agreed people in chart is “Packaging having
attractive background” which means most people want attractive background of packaging.
Where Innovation is important in packaging is mean score is 1.68 which means most people
want innovation in packaging. Most of people are agree that innovation can change their
purchase decision. People are neither agree nor disagree with creative font style in packaging.
People are agree that wrapper design is important in packaging. Most of people are neither
agree or disagree with beautiful background of packaging.
 10. Gender

PARTICULAR Answers Percentage

(%)
Male 111 62
Female 69 38
Total 180 100

female, 69, 38%

Interpretation:
In our research 62% people are male and 38% people are female. We have asked this
question to know gender difference on packaging.
 11. Family Kind

Particular Answers Percentage

(%)
Nuclear Family 56 31
Joint Family 106 59
Dual income no kids 18 10
Total 180 100

Interpretation:
The above table and chart shows which kind of family people are belonging. Out 180
respondent 56 people are belonging from nuclear family. Where 106 respondent are belonging
from joint family. Where 18% people are belonging from dual income no kids.
 12. Family Income

Particular Answers Percentage (%)

Less than 5,000 p.m. 30 17
5,000 to 10,000 p.m. 17 10
11,000 to 20,000 p.m. 68 38
21,000 to 30,000 p.m. 24 13
31,000 to 40,000 p.m. 33 18
41,000 p.m. and above 8 4
Total 180 100

Interpretation:
The above table and chart show respondent family income per month. Where most people
family income is 11,000 to 20,000 PM. While only 8% people have 41,000 and above PM
income. Where 30% people have less than 5000PM income.
Findings and Observations

⇨ It has revealed that elements of package are the most important for consumer’s
purchase decision. For a major part of consumers’ a size and material are the main
visual elements.
⇨ Most of the respondent while purchase a product they more focus on brand more than
packaging of the product.
⇨ In our research most of respondent says that packaging of product influence while
purchasing of the product.
⇨ Most of people says that packaging is eco-friendly.
⇨ According to our research most of people read printed information of the packaging.
 Conclusion

Throughout project we came to know that packaging really influence the consumer while
purchasing a product. Package could be treated as one of most valuable tool in today’s
marketing communications, necessitating more detail analysis of its elements and an impact of
those elements on consumers buying behaviour.

According to my research, I found out that most consumers like the product quality after they
purchased their desired packaged products. Based on those facts, we cannot say there is a 100%
equal relationship between good package and good product quality, but there is a positive
thinking and trend about well-designed package shows high product quality. As a matter of
fact, people are becoming more and more demanding; packaging has been gradually shown his
important role in a way to serving consumer by providing information and delivering functions.
With its different functionality to ease and to communicate with consumers, there is no doubt
about increasingly important role of packaging as a strategic tool to attract consumers’ attention
and their perception on the product quality.
 BIBLIOGRAPHY

Different Types Of Packaging For Different Types Of Industry．

[Online]http://blog.bestpack.com/2012/09/different-types-of-packaging-
for.html．

History of Packaging．[Online]http://www.ambalaj.org.tr/en/environment-history-of-
packaging.html．

Influence of Product Packaging on Purchase Decisions ． PoturakMersids.l.，European

Journal of Social and Human Sciences，2014，Vol. 3．

Packaging and labeling．[Online]https://en.wikipedia.org/wiki/Packaging_and_labeling．

Role of Packaging on Consumer Buying Behavior With Special Reference to Personal Care
Products． SolankiDr.Ashvinkumar H.Rajkot，School of Management, RK University,，
October 2014．（2249- 555x）．

Role of Packaging on Consumer Buying Behavior–Patan District ． ParmarMr.Mitul M.

Deliya & Mr. Bhavesh J.Issue 10，North Gujarat，Global Journal of Management and
Business Research ，June 2012，Vol. Volume 12．（2249-4588）．

Packaging communication: attentional effects of product imagery. Journal of

Product & Brand Management, 10 (7) Underwood, R. L., Klein, N. M., & Burke,
R. R. (2001)., 403-422

Vazquez, D., Bruce, M., & Studd, R. (2003). A case study exploring the
packaging design management process within a UK food retailer. British Food
Journal, 105 (9), 602-617.

Reference Books:

Marketing Research – By Malhotra Naresh K, Fifth Edition.

Websites:

http://www.ambalaj.org.tr/en/environment-history-of-packaging.html

https://en.wikipedia.org/wiki/Packaging_and_labeling

http://www.mintel.com/global-packaging-trends

http://blog.bestpack.com/2012/09/different-types-of-packaging-for.html．
 Questionnaire

Dear Respondent,
We are the students of BBA programme Semester-VI from N.P. College of Computer studies
and Management, S.V. Campus, Kadi. As a part of our study, we are required to prepare a
project report on “Impact of Packaging on Consumer Buying Behaviour”. This project is done
by a management trainee and all the information would be strictly confidential. So we seek
your kind help to assist us by answering few questions.
1. Which Factors are mostly affecting to purchase of the products?
□ Brand □ Design of Package □ Price □ Quality
2. Does packaging of a product influence your buying behaviour?
□ Yes □ No □ Sometimes
3. Do you switch your brand due to change in packaging of existing brand?
□ Yes □ No □ Sometimes
4. What is your priority towards packaging?
□Protective
□Eco- Friendly
□Attractive
□Other
5. Which features of packaging are influencing to your buying behaviour?

Particulars 1 2 3 4 5
Packaging colour
Printed information
Language used on the package
Packaging Quality
Package design

6. Did design of product wrapper inspire you in purchasing?

□ Yes □ No
7. Do you read printed information on the package of product?
□ Yes □ No
8. Do you evaluate product according to printed information while purchasing?

□Yes □No
 9. Please mark your satisfaction level in relation to
following parameters
Particulars Strongly Agree Neutral Disagree Strongly
Agree Disagree
package having attractive back
ground
Innovation is important in Packaging
The innovative package can change
your decision while purchasing
creative Font Style in Package
Wrapper design is important in
Packaging
beautiful backgrounds

Demographic Details:

Name:

Address:

Age: Years Gender:

Occupation:
Family Kind:

□ Nuclear Family □ Joint Family □ Dual income no kids

Family Income:

□ Less than 5,000 p.m. □ 11,000 to 20,000 p.m. □ 31,000 to 40,000 p.m.
□ 5,000 to 10,000 p.m. □ 21,000 to 30,000 p.m. □ 41,000 p.m. and above