20064874 impacts of packaging

8/6/2019 20064874 Impacts of Packaging

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Impact of Packaging on

consumer buying behavior

Research Presentation


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Group Members

Muhammad Bassam Asif

Mian Yasir Saleem

Hassan Zaman


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Introduction

Packaging is the science, art and technology of enclosingor protecting products for distribution, storage, sale, and

use. Packaging also refers to the process of design,evaluation, and production of packages.

Packaging can be described as a coordinated system ofpreparing goods for transport, warehousing, logistics, sale,and end use. Packaging contains, protects, preserves,

transports, informs, and sells. It is fully integrated intogovernment, business, institutional, industry, and personaluse.


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Purpose of Packaging

Physical protection

Information transmission Marketing

Security

Convenience Portion control


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Various HouseholdPackaging types


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Symbols used inpackages & labels


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Statement of Problem

The study aims to explore the

impact of packaging on sales,price, labelling and consumer

buying behaviour.


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Research Objectives

To determine the impact of packaging in customer

buying behavior.

To identify the characteristics of a packaging that help

in brand loyalty.

To investigate the reasons for brand preference with

respect to packaging.

Customers perception of product packaging.


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Significance of theStudy

This study has allowed us to get deepened knowledge about therelationship between packaging and sales of any product orconsumer buying behavior.

This study would also help in identifying the various packagingfactors that has impact on the sales. It describes different aspectsbehind the sales of a product.

The study will also take into account the impact of packaging on theconsumers and some recommendations.

This study has made us learn how important it is to put down thedata we had gathered during the period of research in form of wordsand paragraphs to portray the actual picture and to rightly expressthe true side of the story and to do this we found our researchadvisor ver hel ful.


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Research Design

Primary and Secondary Data Analysis.

Interviews with key informants.

The questionnaire consisted of 12 questions related toresearch

objectives.

The population for the research was the general public

because we

were studying the impact of packaging on the buyingbehaviour of the

general public i.e. consumer.

In primary research, a structured questionnaire was


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Data Collection

Data Collection was done through

Face to face interviews.

Questionnaires.

The questionnaires design contained both open andclose ended questions.

The questionnaire comprised more of close endedquestions to encourage the contribution from therespondents.

In such a way the data collected was richer in

respondents real opinion. For data collection we used


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Population & SampleSize

Population included departmental stores, generalpublic and students.

Sample size was of 200 buyers who were

involved in the process of day to day purchasing.


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Field Work

1) We had 200 sample size.

2) Areas for questionnaire filled:

University Of Central Punjab (UCP)

Garden Town.

Allama Iqbal Town.

3)Prboblems faced during Field Work:Negative responses from the respondents.

Some of the persons hesitated & refused to fill questionnaire.

But we faced all problems boldly as goodresearchers.


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Data Analysis

Microsoft Excel is used for the data analysis as thenature of the research is descriptive.

Data that we got in response to our questionnaires andinterviews was opinion based and was noted down by theresearch team and they then analyzed and compiled the

results from it.

Data analysis process of looking at and summarizingdata with the intent to extract useful information anddevelop conclusions had led to the fulfilling of the

objective of our research.


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Analysis of SurveyQuestionnaire

1) Do you generally prefer to buy consumer goods?

With Packaging 180 (90%) Without Packaging 20 (10%)

No.O

fRe

spondents


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2) List some of the goods that you had not bought because of poorpackaging?

Food Items 71 36% Bevera es 79 39% Others 50 25%

No.OfR

esponden

ts


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3) Please rank the following characteristics that you look for whenyou buy products according to your preference. Give 1 to most preferand 3 to least?

No.OfResponden

ts


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4) Do you think a strong brand should be a well packed product?

Yes 167 (89%) No 33 (11%)

No.OfRe

spondents


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5) Have you ever purchased product on the basis of good packaging?

Yes 178 (84%) No 22 (16%)

No.OfRe s

pondents

l i f


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6) How did you first discover that packaging plays a vital role in thebuying of product?

Advertising/TV 88 (44%) Newspaper 27 (13%) Friends/Family 38 (19%) In the store 47 (24%)

No.OfResp

ondents

l i f S


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7) Are you loyal in buying your brand mainly because it is a wellpacked product?

Definitel 122 61% Most Probabl 61 31% Definitel Not 17 8%

No.OfRe

sponden

ts

A l i f S


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8) How much are you willing to pay more if you get good packaging?

3% 55 (27%) 5% 89 (45%) 7% 38 (19%) Not willing to pay 18(9%)

No.OfResponden

ts

A l i f S


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9) To what extent advertising plays role in promotion of the product?

To great extent 102 (51%) To some extent 57 (29%) No Effect 41 (20%)

No.OfResponden

ts

A l i f S


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10) Does any product attract you because of its look?

Yes 163 (82%) No 37 (18%)

No.OfRe

spondents

A l i f S


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11) Do you think good packaging of a product enhances promotion?

Yes 117 (59%) No 38 (19%) May be 45 (23%)

No.OfRe

sponden

ts

A l i f S


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12) How likely are you to recommend the well packaged product toothers?

Definitely will 77 (39%) Probably will 66 (33%) Not sure 43 (21%) Definitely will not 14

No.OfR

esponden

ts


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Findings

In preserved products long lasting packaging is most important.

45%of consumers are influenced by packaging and are willing to pay more for

it and may switch from one brand to another cause of a packaging.

61% are loyal in buying a brand mainly because it is a well packed product.

90% Consumers are influenced by Packaging and 10% are not Influenced.

Each positioning strategy appears associated with particular packaging

dimensions.


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Conclusion

Packaging plays a vital role on the buying behavior of an individualas well as on the sale of any kind of product.Develop innovative packaging.

As per the facts from our questionnaire we concluded: 90% of sample respondents preferred to buy products withpackaging. 10% respondents out of our selected samples did not preferpackaged products.

Analysis shows that majority of the people prefer packagedproducts. So this analysis supports ourresearch objective that packaging enhances sales because majorityof people preferred packaged products.

Those who did not prefer well packaged products were those whowere price conscious and not focusing on quality and other features


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Conclusion Contd

There are certain characteristics of packaging that add to the factor of brandloyalty. The characteristics included are:

1)Physical Protection.

2)Information Transmission.

3)Convenience and Marketing etc.

For e.g. in Physical Protection the objects enclosed in the package may requireprotection from other things such as shock, temperature and vibration etc.Similarly Information Transmission i.e. package that communicates how to use,transport, recycle or store also helps in maintaining brand loyalty.

Convenience on the other hand also helps in maintaining brand loyalty because packagescan have features that add convenience in distribution, handling, opening, using and reusing.

The above mentioned features are some of the reasons for brand preference with respect topackaging and they also add up positively to consumers perception of product packaging.

The research work has been successfully completed and it has helped us tounderstand the mindset of the consumers regarding the packaging of product and


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Recommendations

Maximum focus should be given to maintain the qualitylevel of packaging to make the customer more loyal in

buying their brands.

Attention should also be given to increase and maintainthe level of comfort and durability to increase the

customers loyalty.

Continuously work on innovative designs in order toretain customers.


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20064874 impacts of packaging

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