does packaging and bottling changes consumers perception
TRANSCRIPT
A RESEARCH PROJECT
On
Effect of Quantity based Packaging
of Soft Drinks
on
Consumer Perception
Submitted to
Dr. S.K. Pandey
Fore School of Management
On 16/03/2011
Submitted By
Group 1 - FMG19 A
Gaurav Bansal (191024)
Naveen Kumar (191034)
Neeraj Chadawar (191035)
Nishanth P (191037)
Sanat Kumar (191052)
Shounak Mondal (191055)1
ACKNOWLEDGEMENTS
We express our sincere thanks and acknowledgements to Dr. S.K. Pandey who has been our
mentor in this research project. We are thankful to him for taking pains to provide us the
necessary guidance and support. We would also like to thank all the respondents for their
cooperation. We would also like to thank Mr. Manish T.N Singh students of FMG-18 for
hisguidance and support.
Thanking all,
Group – I
FMG XIX A
FORE School of Management, Delhi
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EXECUTIVE SUMMARY
The aim of this study is to understand the role of packaging in Soft Drinks on consumer
buying behaviour. The basic purpose behind it is to find out how such factors are behind the
success of packaging. The focus is not on the Background Image, Packaging Material, Font
Style, Design of wrapper, Printed Information etc. but more on the different quantities of
packaging available. According to this research we try to find the positive relationship
between packaging of soft drinks and buying behaviour. For collecting the data we will use
the questionnaire, while for analysis we will use SPSS 17 and Microsoft Excel. A sample of
82 consumers has been selected to test the reliability of the model. The significance of the
study, its delimitation and limitations are discussed. The research is based in India .
We focus on the aspect how the different quantities of packaging available influence a
consumers buying decision and whether or not his buying decision will be influenced if
he/she gets a different packaging with the same amount of money. We have taken several
factors that determine the consumers choice of a particular package primarily glass bottle, tin
can and plastic bottle . The factors include hygiene , consumption quantity etc. Due to
increasing self-service and changing consumers’ lifestyle the interest in package as a tool of
sales promotion and stimulator of impulsive buying behaviour 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
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CONTENTS
INTRODUCTION....................................................................................................................8
LITERATURE REVIEW........................................................................................................13
RESEARCH METHODOLOGY............................................................................................21
ANALYSIS.............................................................................................................................22
FINDINGS..............................................................................................................................44
LIMITATIONS.......................................................................................................................45
CONCLUSION.......................................................................................................................45
REFERENCES........................................................................................................................46
ANNEXURE...........................................................................................................................48
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LIST OF TABLES
Table 1: HYPOTHESIS TESTING FOR MEAN SCORE OF MALE AND FEMALE for the
preference of packaging...........................................................................................................26
Table 2: Chi-Square Test: tin can, plastic bottle, glass bottle...................................................................................................................................... 27
Table 3: Hypothesis to test the effect of packaging and different age group...................................................................................................................................... 28
Table 4: Hypothesis on consumption rate. ............................................................................29
Table 5: Hypothesis is to prove those different age groups behave in similar manner
when it comes to hygiene.................................................................................................. 32
Table 6: Hypothesis in testing quantity consumption by different age group..................... 36
Table 7: Hypothesis in terms of quantity availability........................................................... 38
Table 8: Hypothesis to test packaging in terms of Design.................................................... 49
Table 9: Hypothesis to test that does different brands of soft drink adept different bottling..40
Table 10: Hypothesis to test the effect of income on quantity consumed ..........................42
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LIST OF GRAPHS
Graph 1: Survey Composition According to Gender................................................................. 22
Graph 2: Survey Composition According to Income Group..................................................22
Graph 3: Survey Composition According to Age Group.......................................................23
Graph 4: Soft Drink Preference………………................…………………………...............23
GRAPH 5: Preference of Packaging under Rs 15..................................................................24
GRAPH 6: Importance of Hygiene in Packaging...................................................................24
GRAPH 7: Importance of Hygiene in Packaging...................................................................25
LIST OF ANNEXURES
ANNEXURE 1: QUESTIONNAIRE…………………………………………………….....................……..48
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INTRODUCTION
Packaging:
Packaging is a considered as the fifth P, along with price, place, promotion, and product.
According to marketers packaging and labelling are considered to be a part of product
strategy.
Packaging is defined as all the activities of designing and producing the container for the
product. There are mainly three levels of material. Cool water cologne comes in a bottle
(primary package) in a cardboard box (secondary package) in a corrugated box (shipping
package). Well designed package can built brand equity and drive sales. The package is the
buyer’s first encounter with the product and is capable of turning buyers on or off. Various
factors have contributed to the growing use of packaging as a marketing tool is “company
and brand image, innovation opportunities”.
Focusing on the objectives of packaging
Identify the brand
Convey descriptive and persuasive information
Facilitate product transportation and protection
Assists at-home storage
Aid product consumption
How can we define Packaging?
Kotler defines packaging as "all the activities of designing and producing the container for a
product." Packaging can be defined as the wrapping material around a consumer item that
serves to contain, identify, describe, protect, display, promote, and otherwise make the
product marketable and keep it clean. Packaging is the outer wrapping of a product. It is the
intended purpose of the packaging to make a product readily sellable as well as to protect it
against damage and prevent it from deterioration while storing. Furthermore the packaging is
often the most relevant element of a trademark and conduces to advertising or
communication.
Functional Requirements
Protection and preservation
A basic function of package is to protect and preserve the contents during transit from the
manufacturer to the ultimate consumer. It is the protection during transport and distribution;
from climatic effects (heat and cold, moisture, vapour, drying atmospheres); from hazardous
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substances and contaminants; and from infestation. Protection is required against
transportation hazards spillage, dirt, ingress and egress of moisture, insect infection,
contamination by foreign material, tampering pilferage etc. A package should preserve the
contents in 'Factory Fresh' condition during the period of storage and transportation, ensuring
protection from bacteriological attacks, chemical reaction etc.
Containment
Most products must be contained before they can be moved from one place to another. To
function successfully, the package must contain the product. This containment function of
packaging makes a huge contribution to protecting the environment. A better packaging help
to maintain the quality of the product and reach ability of the product in the consumer's hand
without spillages it gives better image to the organisation.
Communication
A major function of packaging is the communication of the product. A package must
communicate what it sells. When international trade is involved and different languages are
spoken, the use of unambiguous, readily understood symbols on the distribution package is
essential. It is the interest further that to get appropriate communication to the consumer
about the product, how to use it and other utility informations. Packaging protects the
interests of consumers. Information includes: quantity; price; inventory levels; lot number;
distribution routes; size; elapsed time since packaging; colour; and merchandising and
premium data.
Types of packaging
An important distinction is to be made here between two types of packaging
Transport packing: The product entering in to the trade need to be packed well enough to
protect against loss damage during handling, transport and storage. Eg: fibre board, wooden
crate etc.
Consumer Packing: This packaging holds the required volume of the product for ultimate
consumption and is more relevant in marketing. Eg: beverages, tobacco etc.
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Hazards of Transport
There are four main hazards of transport
* Drops and impacts
* Compression forces
* Vibration
* Climatic variations
Various Mechanical Tests
Drop Test: This test help to measure the ability of the container and inside packing materials
to provide protection to its contents and to measure the ability of the container to withstand
rough handling.
Vibration Test: This test is to determine the ability of the container to withstand vibration
and the protection offered by materials used for interior packing.
Compression Test: This test is carried out, generally, on empty containers, to measure the
ability of the container to resists external compressive loads applied to faces or applied to
diagonally opposite edges or corners.
Inclined Impact Test: This test help to study the extend of damage in a way of crushing,
breaking, cracking, distortion, and shifting during handling storage and transport which
occurs to the container and its content.
Rolling Test: This test helps to evaluate the overall strength of the container and the
cushioning material provided inside and any failure of the content.
Drum test: This test help to evaluate loaded shipping containers with respect to general
overall durability and for the protection afforded to the contents against certain hazards of
handling and shipment.
Various Climatic Tests
Rain Test: This test is conducted in a simulated rain condition to assess its impact on the test
area for two hours.
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Sand and Dust Test: This test is to evaluate the resistance of a package to the penetration of
sand and dust.
Salt Spray Test: This test is to evaluate the resistance of a package to corrosion by salt spray
and to serve as a general standard for corrosion.
Fungus Resistance Test: This test is to evaluate all the materials used in the fabrication of
shipping containers for fungus resistance.
Packaging Cost
The most important aspect when we look into packaging is the packaging cost. Packaging
cost includes the following:
* Material cost: It means the cost of the pack and quality control cost.
* Storage and handling cost of empty packages: This include the handling cost of bulky
packages, heavy materials of construction, drums etc.
* Packaging operation costs: This includes the cost involved in operations like, cleaning the
package product filling – closing, labeling – unitizing, stenciling, handling cylindrical slums
etc.
* Storage of filled packages: This includes the cost incurred to shift the goods from one
form of packaging to another.
* Transportation cost of filled packages: This involves the transportation cost by sea, air
etc. (freight by volume)
* Loss and Damage cost: It is related to the loss and damage during operation, transportation
delivery etc.
* Insurance cost: It varies depending on the vulnerability of package
* Effect of packages on sales: The package that influence on sales.
* Obsolescence Cost: This cost involves when changes in the packaging materials, packages
and labels happen.
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* Package developmental cost: This include the evaluation cost, pilot test cost, field testing
cost, consumer research cost, feed back cost, final trial cost etc.
Importance of packaging: an Overview
Some of the major significance of packaging can be detailed as follows:
Can make a product more convenient to use or store, easier to identify or promote or
to send out a message.
Can make the important difference to a marketing strategy by meeting customers'
need better.
Packaging plays a key role in brand promotion and management. Packaging is of
great importance in the final choice the consumer will make, because it directly
involves convenience, appeal, information and branding.
The paramount concern of packaging is the reach ability of the product without any
damage. No matter where and how the products are transported or shipped, they
arrive at the customer's door in working condition without need of repair or
adjustment.
Packaging is especially important in certain industry where future sales may be based
largely on the quality, integrity and performance of a company's previous delivery.
Conclusion
The significance of packaging has come to be increasingly recognized in export as well as in
marketing of a wide range of consumer goods and industrial products within the country. The
volume of exports depends not only on the quantity of the production and prices, but also to a
substantial extends on the standards of packaging adopted for the products. Goods damaged
in transit or arriving at the destination in an unacceptable condition tarnishes the reputation of
the manufacturer as well as the country as a whole, besides colossal wastage of scarce
economic resources. Further, packaging has a crucial role to play in the fetching higher unit
values for our consumer goods (like tea and cashew) through the substitution of the bulk
packs by consumer packs. In
The recent past packaging has been increasingly recognized as a significant factor in the
nations export promotion effort. Effort should be there to understand the importance of
packaging there by to avoid the loss and damage cost incurred during transport and delivery.
Keep in mind that a conscious effort on the part of marketing managers can increase the
volume of sales and there by improve the reputation of the product and organisation.
REF: http://www.indianmba.com/Faculty_Column/FC337/fc337.html
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Literature Review
Customer Perception towards Branded Carbonated Drinks
Hari Baboo(2010)
The beverage industry is vast and there various ways of segmenting it, so as to cater the right
product to the right person. The different ways of segmenting it are as follows:
* Alcoholic, non-alcoholic and sports beverages
* Natural and Synthetic beverages
* In-home consumption and out of home on premises consumption.
* Age wise segmentation i.e. beverages for kids, for adults and for senior citizens
* Segmentation based on the amount of consumption i.e. high levels of consumption and
low levels of consumption.
If the behavioural patterns of consumers in India are closely noticed, it could be observed that
consumers perceive beverages in two different ways i.e. beverages are a luxury and that
beverages have to be consumed occasionally. These two perceptions are the biggest
challenges faced by the beverage industry. In order to leverage the beverage industry, it is
important to address this issue so as to encourage regular consumption as well as and to make
the industry more affordable.
Strategic elements to increase consumption of the products of the beverage industry in India
are:
* the quality and the consistency of beverages needs to be enhanced so that consumers are
satisfied and they enjoy consuming beverages.
* The credibility and trust needs to be built so that there is a very strong and safe feeling that
the consumers have while consuming the beverages.
* Consumers education is must
Taylor Ellis & Abraham Pizam (1999) in “Customer satisfaction and its
Measurement in hospitality enterprises” stated global issues and cultural differences in
customer satisfaction, overall satisfaction vs. satisfaction with individual attributes,
dimensions of satisfaction & the components of satisfaction.
John S.A. Edwards & Hadyn Ingram (1995), volume 7; Issue 5; Page 25 – 28 in
“Food, beverage and accommodation: an integrated operations approach” mentioned
that accommodation has a close relation with food & beverage.
12
Mary Bellis (2005) in “Food History - Beverages and Drinks” explained the history
of Beer, Wine, Alcoholic & Non-Alcoholic beverages and Drinks.
Mohajon Bangladeshi Online Bazar (2006) in “Beverage product view” identified
different beverages & their quality with prices.
Transcom Beverage Limited official website (2003) in “Introduction” explained that
TBL manufactures the famous Pepsi range of beverages-Pepsi, 7up, Mirinda Orange, Mirinda
Lemon, Slice and Soda. As a corporate citizen Pepsi co believes it has a responsibility to
contribute to the quality of life in our communities.
Colour and flavour rule consumer preferences: Study
The intensity of colour and the flavour are the key drivers behind consumer acceptance of
beverages, says a new study involving DANONE. But packaging and labelling are not as
important for winning over consumers, according to findings published in the journal Food
Quality and Preference, The study involved consumers at different stages of development and
highlights the importance of adopting a “sensory marketing approach” said the researchers
from French research organisation Adriant, the University of Rennes 1,
DANONE R&D, and Institute Paul Bocuse.
“Companies need to continuously innovate to maintain market leadership,” wrote the
researchers. “When the market is overloaded the challenge consists in creating innovative
products able to attract and satisfy consumers.” ―This experiment showed the feasibility of
the proposed multi-sensory design method based on mixed qualitative and quantitative
approaches.” The study also demonstrates the importance of flavour and colour selection for
new products.
The global flavours market was been valued at some US$18bn in 2006 (Business Insights).
Meanwhile, the value of the international colourings market was estimated at around $1.15bn
in 2007 (€731m), up 2.5 per cent from $1.07bn (680m) in 2004, according to Leatherhead
Food International (LFI). Natural colours now make up 31 per cent of the
colourings market, compared with 40 per cent for synthetics, according to LFI.
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
13
(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 behavior 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 analyzing 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
labeling 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 labeling status in
manufacturing units. They are aware about the value of packaging and labeling. 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.20 respondents 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
14
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
behavior The main objective of the paper is to identify the effects of authenticity on
purchase behavior. 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 behavior 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-Labeling on Consumer Behavior. The main
objective of this study was to assess the relative importance of the labeling 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
15
particularly powerful for this kind of analysis. Further this study attempts to analyze if the
importance of the labeling 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.
Adelina Broadbridge & 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 behavior 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*, Vegara Mensur (2008) have research on analysis of consumer buying
behavior in regard to dairy products in kosovo. This survey was carried out by the
Department of Livestock and Veterinary Sciences, Agriculture Faculty of Prishtina, Kasovo
during 2007. Interviews of 304 respondents were conducted in super-markets (677) and mini-
markets (397) and later 23 interviews were completed in green market mainly for Sharri
cheese and curd. To study the reasons for choosing milk products upon supply, a coding
approach from 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, Aistė 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, color and graphic could be
treated as unimportant elements of package. When analyzing importance of verbal elements,
it could be stated that product information (4.24 for milk and 4.06 for washing-powder) and
16
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 analyzed.
H Ahasanul ,(K Ali 2009) measured the Factors Influencing Buying Behavior 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
17
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
18
communication as well as a means of communicating brand and product meaning
(Underwood & Klein, 2002; Garber et al., 2000, Schoormans & Robben, 1997; 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.
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RESEARCH OBJECTIVE
When we think of soft drinks, the things come to our mind is about the taste the flavour. We
think of brand, and also different factors influence it. But the factor we chose is
PACKAGING. And we by our survey want to find that does consumer perception get
affected by packaging.
Now by the help of the research we want to learn the change in consumer’s perception about
packaging of the product. The company came out with different packages categories like
“two litre bottles, one litre bottle, fridge pack of 1.25l, 300ml glass bottle, 200ml glass
bottle, tetra pack, cans of 330ml, recently launched a 330ml take away plastic bottle”.
These different quantity bottle manufactured by company is to cater people of different
categories, as they introduced family pack of two litres for those who use soft drink for high
consumption, later on they came out with 1.5 lt bottle as, and then they felt that they should
introduce the packets for which can easily fit into the fridge. So two different quantities were
introduced 1 ltr and 1.25 ltr. The glass packages of 300ml and 200ml were introduced for
point consumption and the benefits the company had that they can recycle the used bottles.
Later on they came up with can bottles; these tin cans were trendier and easy to carry, and
also can extend the shelf life of the product, above all it identifies a special Sales Price.
RESEARCH METHODOLOGY
Research Design
The research design is exploratory and descriptive in nature as it involves studying the
perceptions and behaviour of customers in order to measure the service quality provided by
the service provider. The study thus finds out the major areas of improvement so that
company services to the customers can be improved.
Scope of the study
The study is limited to Delhi/NCR Region.
Method of Data Collection
The primary data was collected with the help of a structured, electronic questionnaire.
Secondary data was collected from journals, books & research papers with a view to
supplement the primary data. The study of secondary sources made the structuring of
questionnaire easy.
20
Sampling Plan
1. Universe of the study: This involves all the people using the product or the service. For
this project all the people who are availing soft drinks in the world, forms the universe.
2. Population of the study: This involves all those people using the product/service residing
in a particular area. So here the population will be all those people who are availing the
product soft drinks.
3. Sampling frame: The sampling frame is the list of respondents from where the researcher
draws the sample. In this research study, sampling frame comprises of friends, families and
relatives.
4. Sampling technique: The sampling technique applied is random sampling technique.
Sampling Unit
Every single individual undertaken in the research study is called the sampling unit. In this
research study sampling unit is every single individual in the sampling frame who buys soft
drinks.
Sample Size
The sample size undertaken in this research study is 82.
21
ANALYSIS
82%
18%
Survey Composition According to Gender
MaleFemale
45%
28%
20%
7%
Survey Composition According to Income Group
Less than 3 Lakhs3-5 Lakhs5-10 LakhsAbove 10 Lakhs
22
4%
89%
6%
1%
Survey Composition According to Age Group
Less than 2020-3030-45Above 45
29%
13%
17%
7%
21%
12%
Soft Drink Preference
Thumbs UpPepsiCoca ColaDewSpriteOthers
23
34%
48%
18%
Preference of Packaging under Rs 15
Glass BottlePlastic BottleTin Can
2% 2%
22%
34%
39%
Importance of Hygiene in Packaging1- Least Important 5- Most Important
Rating 1Rating 2Rating 3Rating 4Rating 5
24
2% 2%
22%
34%
39%
Importance of Hygiene in Packaging1- Least Important 5- Most Important
Rating 1Rating 2Rating 3Rating 4Rating 5
25
1. HYPOTHESIS TESTING FOR MEAN SCORE OF MALE AND FEMALE for the
preference of packaging
t-Test: Two-Sample Assuming Unequal Variances
µ0: there is no effect of packaging on different gender
µ1: there is effect of packaging on different gender
Variable
1 Variable 2
Mean
14.6666
7 4
Variance
30.3333
3 19
Observations 3 3
Hypothesized Mean
Difference 0
df 4
t Stat
2.63038
4
P(T<=t) one-tail
0.02908
1
t Critical one-tail
2.13184
7
P(T<=t) two-tail
0.05816
3
t Critical two-tail
2.77644
5
From the above we do not accept the null hypothesis. And thus we infer that the male
and female has different choice in terms of packaging of soft drinks. And we observed
that male preferred more tin cans than female audience because male may find it more
stylish.
26
2. Chi-Square Test: tin can, plastic bottle, glass bottle
µ0: there is no effect of packaging on different gender
µ1: there is effect of packaging on different gender
Expected counts are printed below observed counts
Chi-Square contributions are printed below expected counts
plastic glass
tin can bottle bottle Total
1 12 14 14 40
7.32 19.02 13.66
2.997 1.327 0.009
2 3 17 9 29
5.30 13.79 9.90
1.001 0.746 0.082
3 0 8 5 13
2.38 6.18 4.44
2.378 0.534 0.071
Total 15 39 28 82
Chi-Sq = 9.145, DF = 4, P-Value = 0.058
2 cells with expected counts less than 5.
27
3. Hypothesis to test the effect of packaging and different age group
µ0: there is no effect of packaging on different age group
µ1: there is effect of packaging on different age group
Source DF SS MS F P
C1 2 0.068 0.034 0.04 0.962
Error 78 68.031 0.872
Total 80 68.099
S = 0.9339 R-Sq = 0.10% R-Sq(adj) = 0.00%
Individual 95% CIs For Mean Based on
Pooled StDev
Level N Mean StDev -------+---------+---------+---------+--
20 to 30 73 3.5342 0.9141 (---*---)
less than 20 3 3.6667 1.1547 (-----------------*-----------------)
more than 30 5 3.6000 1.1402 (-------------*-------------)
-------+---------+---------+---------+--
3.00 3.60 4.20 4.80
Pooled StDev = 0.9339
Grouping Information Using Fisher Method
C1 N Mean Grouping
28
less than 20 3 3.6667 A
more than 30 5 3.6000 A
20 to 30 73 3.5342 A
Means that do not share a letter are significantly different.
Fisher 95% Individual Confidence Intervals
-0.80 0.00 0.80 1.60
Hence the anova test shows that there is no difference between the age group and the
affect of packaging while selecting a soft drink.
4. Hypothesis on consumption rate
µ0: there is no effect of packaging on consumption rate
µ1: there is effect of packaging on consumption rate
Frequency of consuming soft drink and its dependence to the packaging
One-way ANOVA: C2 versus C1
29
Source DF SS MS F P
C1 3 6.644 2.215 3.12 0.033
Error 56 39.756 0.710
Total 59 46.400
S = 0.8426 R-Sq = 14.32% R-Sq(adj) = 9.73%
Individual 95% CIs For Mean Based on
Pooled StDev
Level N Mean StDev -+---------+---------+---------+--------
2-4 times a week 28 3.2500 0.9670 (----*----)
4-6 times a week 3 4.0000 1.0000 (----------------*---------------)
Once in a day 9 3.7778 0.9718 (--------*--------)
Once in a week 20 3.9500 0.5104 (-----*-----)
-+---------+---------+---------+--------
3.00 3.60 4.20 4.80
Pooled StDev = 0.8426
Grouping Information Using Fisher Method
C1 N Mean Grouping
4-6 times a week 3 4.0000 A
Once in a week 20 3.9500 A
Once in a day 9 3.7778 A
2-4 times a week 28 3.2500 A
Means that do not share a letter are significantly different.
Fisher 95% Individual Confidence Intervals
All Pairwise Comparisons among Levels of C1
30
Simultaneous confidence level = 80.09%
C1 = 2-4 times a week subtracted from:
C1 Lower Center Upper
4-6 times a week -0.2754 0.7500 1.7754
Once in a day -0.1190 0.5278 1.1745
Once in a week 0.2058 0.7000 1.1942
C1 -------+---------+---------+---------+--
4-6 times a week (-----------*------------)
Once in a day (-------*-------)
Once in a week (-----*-----)
-------+---------+---------+---------+--
-0.80 0.00 0.80 1.60
C1 = 4-6 times a week subtracted from:
C1 Lower Center Upper
Once in a day -1.3475 -0.2222 0.9030
Once in a week -1.0950 -0.0500 0.9950
C1 -------+---------+---------+---------+--
Once in a day (-------------*-------------)
Once in a week (------------*------------)
-------+---------+---------+---------+--
-0.80 0.00 0.80 1.60
C1 = Once in a day subtracted from:
C1 Lower Center Upper
Once in a week -0.5053 0.1722 0.8497
31
C1 -------+---------+---------+---------+--
Once in a week (-------*--------)
-------+---------+---------+---------+--
-0.80 0.00 0.80 1.60
Boxplot of C2
The above result shows that the packaging in terms of quantity is dependent on consumption
rate. Hence we do not accept the null hypothesis.
It’s observed from our hypothesis that those people who take soft drink once a week is very
particular about the quantity they consume, it may be because they happen to be the people
above 35 years of age and prefer to have soft drink s on family gathering.
5. Our hypothesis is to prove those different age groups behave in similar manner when
it comes to hygiene
µ0: different age group behave in similar manner in case of hygiene
µ1: different age group does not behave in similar manner in case of hygiene
Oneway
32
ANOVA
VAR00004
Sum of
Squares Df Mean Square F Sig.
Between Groups .012 2 .006 .006 .994
Within Groups 74.877 78 .960
Total 74.889 80
Post Hoc Tests
Multiple Comparisons
Dependent Variable:VAR00004
(I)
VAR00
003
(J)
VAR00
003
Mean
Difference (I-J) Std. Error Sig.
95% Confidence Interval
Lower Bound
Upper
Bound
LSD 1.00 2.00 -.04110 .57718 .943 -1.1902 1.1080
3.00 .00000 .71553 1.000 -1.4245 1.4245
2.00 1.00 .04110 .57718 .943 -1.1080 1.1902
3.00 .04110 .45293 .928 -.8606 .9428
3.00 1.00 .00000 .71553 1.000 -1.4245 1.4245
2.00 -.04110 .45293 .928 -.9428 .8606
Tamhane 1.00 2.00 -.04110 .58859 1.000 -4.0579 3.9758
3.00 .00000 .73030 1.000 -2.7510 2.7510
2.00 1.00 .04110 .58859 1.000 -3.9758 4.0579
3.00 .04110 .46163 1.000 -1.6580 1.7402
3.00 1.00 .00000 .73030 1.000 -2.7510 2.7510
2.00 -.04110 .46163 1.000 -1.7402 1.6580
Homogeneous Subsets
33
VAR00004
VAR0
0003 N
Waller-Duncana,,b,,c,,d 1.00 3
2.00 73
3.00 5
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 5.484.
b. The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are
not guaranteed.
c. Type 1/Type 2 Error Seriousness Ratio = 100.
d. There are no homogeneous subsets for alpha = 0.05.
We accept the null hypothesis. And we conclude that all the age group is very much concerned
about the hygiene factor while they purchase the soft drink.
6. Hypothesis in testing quantity consumption by different age group
µ0: different age group behave in similar manner in quantity consumption
µ1: different age group does not behave in similar manner in quantity consumption
Oneway
ANOVA
VAR00002
Sum of
Squares Df Mean Square F Sig.
Between Groups 1.796 2 .898 1.318 .273
Within Groups 53.118 78 .681
Total 54.914 80
34
Post Hoc Tests
Multiple Comparisons
Dependent Variable:VAR00002
(I)
VAR0
0001
(J)
VAR0
0001
Mean
Difference (I-
J) Std. Error Sig.
95% Confidence Interval
Lower Bound Upper Bound
LSD 1.00 2.00 -.20548 .48614 .674 -1.1733 .7623
3.00 .40000 .60266 .509 -.7998 1.5998
2.00 1.00 .20548 .48614 .674 -.7623 1.1733
3.00 .60548 .38148 .117 -.1540 1.3650
3.00 1.00 -.40000 .60266 .509 -1.5998 .7998
2.00 -.60548 .38148 .117 -1.3650 .1540
Tamhane 1.00 2.00 -.20548 .58519 .986 -4.3228 3.9118
3.00 .40000 .70238 .936 -2.3974 3.1974
2.00 1.00 .20548 .58519 .986 -3.9118 4.3228
3.00 .60548 .41124 .503 -.9204 2.1313
3.00 1.00 -.40000 .70238 .936 -3.1974 2.3974
2.00 -.60548 .41124 .503 -2.1313 .9204
Homogeneous Subsets
35
VAR00002
VAR0
0001 N
Waller-Duncana,,b,,c,,d 1.00 3
2.00 73
3.00 5
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 5.484.
b. The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are
not guaranteed.
c. Type 1/Type 2 Error Seriousness Ratio = 100.
d. There are no homogeneous subsets for alpha = 0.05.
The null hypothesis is accepted that consumption quantity is independent of age group. Soft
drink comes at a very affordable price so price of different quantity does not very much. In
fact when one goes for more quantity like 1.5l or 2l bottle it cost less than the small quantity
bottle.
7. Hypothesis in terms of quantity availability
µ0: availability of different quantity affects packaging
µ1: availability of different quantity does not affect packaging
Oneway
36
ANOVA
VAR00002
Sum of
Squares Df Mean Square F Sig.
Between Groups 1.098 2 .549 .999 .373
Within Groups 42.853 78 .549
Total 43.951 80
Post Hoc Tests
Multiple Comparisons
Dependent Variable:VAR00002
(I)
VAR0
0001
(J)
VAR0
0001
Mean
Difference (I-
J) Std. Error Sig.
95% Confidence Interval
Lower Bound Upper Bound
LSD 1.00 2.00 -.34703 .43664 .429 -1.2163 .5223
3.00 .06667 .54131 .902 -1.0110 1.1443
2.00 1.00 .34703 .43664 .429 -.5223 1.2163
3.00 .41370 .34264 .231 -.2685 1.0959
3.00 1.00 -.06667 .54131 .902 -1.1443 1.0110
2.00 -.41370 .34264 .231 -1.0959 .2685
Tamhane 1.00 2.00 -.34703 .34428 .793 -2.5480 1.8539
3.00 .06667 .52068 .999 -1.6539 1.7872
2.00 1.00 .34703 .34428 .793 -1.8539 2.5480
3.00 .41370 .40917 .743 -1.1202 1.9476
3.00 1.00 -.06667 .52068 .999 -1.7872 1.6539
2.00 -.41370 .40917 .743 -1.9476 1.1202
37
Homogeneous Subsets
VAR00002
VAR0
0001 N
Waller-Duncana,,b,,c,,d 1.00 3
2.00 73
3.00 5
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 5.484.
b. The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are
not guaranteed.
c. Type 1/Type 2 Error Seriousness Ratio = 100.
d. There are no homogeneous subsets for alpha = 0.05.
Form the above hypothesis we tried to find out consumer buying behavior when it come
to buying of soft drinks of different quantity.
And the result shows that we accept the hypothesis. Availability of different quantity
effects the consumers of different age buying behavior.
8. Hypothesis to test packaging in terms of Design
µ0: packaging get affected by different designs
µ1: packaging does not get affected by different designs
Oneway
38
ANOVA
VAR00002
Sum of
Squares Df Mean Square F Sig.
Between Groups 4.509 2 2.254 2.452 .093
Within Groups 71.713 78 .919
Total 76.222 80
Post Hoc Tests
Multiple Comparisons
Dependent Variable:VAR00002
(I)
VAR0
0001
(J)
VAR0
0001
Mean
Difference (I-
J) Std. Error Sig.
95% Confidence Interval
Lower Bound Upper Bound
LSD 1.00 2.00 .84018 .56486 .141 -.2844 1.9647
3.00 1.53333* .70025 .032 .1392 2.9274
2.00 1.00 -.84018 .56486 .141 -1.9647 .2844
3.00 .69315 .44325 .122 -.1893 1.5756
3.00 1.00 -1.53333* .70025 .032 -2.9274 -.1392
2.00 -.69315 .44325 .122 -1.5756 .1893
Tamhane 1.00 2.00 .84018 .35173 .307 -1.1985 2.8789
3.00 1.53333 .59255 .119 -.4075 3.4741
2.00 1.00 -.84018 .35173 .307 -2.8789 1.1985
3.00 .69315 .50260 .549 -1.1797 2.5660
3.00 1.00 -1.53333 .59255 .119 -3.4741 .4075
2.00 -.69315 .50260 .549 -2.5660 1.1797
*. The mean difference is significant at the 0.05 level.
39
Homogeneous Subsets
VAR00002
VAR0
0001 N
Waller-Duncana,,b,,c,,d 1.00 3
2.00 73
3.00 5
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 5.484.
b. The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are
not guaranteed.
c. Type 1/Type 2 Error Seriousness Ratio = 100.
d. There are no homogeneous subsets for alpha = 0.05.
The purpose of the above hypothesis is to find that design of different bottle effect the
perception of consumer of different age group.
And we find that design has an important role in bottling and it is also perceived by different
age group.
Hence we accept the null hypothesis.
9. Hypothesis to test that does different brands of soft drink adept different bottling
µ0: packaging is affected by bottling
µ1: packaging does not get affected by bottling
One-way ANOVA: C2 versus C1
Source DF SS MS F P
C1 8 2.796 0.350 0.43 0.895
Error 28 22.933 0.819
Total 36 25.730
S = 0.9050 R-Sq = 10.87% R-Sq(adj) = 0.00%
Individual 95% CIs For Mean Based on
Pooled StDev
Level N Mean StDev ---------+---------+---------+---------+
40
Coca Cola 6 3.6667 1.3663 (-------*------)
Fanta 2 3.5000 0.7071 (------------*------------)
limca 1 4.0000 * (------------------*------------------)
maaza,slice 1 4.0000 * (------------------*------------------)
Mountain Dew 3 3.6667 0.5774 (----------*---------)
Pepsi 4 4.0000 0.0000 (--------*--------)
Sprite 10 3.8000 0.9189 (-----*-----)
Thumbs up 4 4.0000 0.0000 (--------*--------)
Thumbs Up 6 3.1667 0.9832 (-------*------)
---------+---------+---------+---------+
3.0 4.0 5.0 6.0
Pooled StDev = 0.9050
Grouping Information Using Fisher Method
C1 N Mean Grouping
Thumbs up 4 4.0000 A
Pepsi 4 4.0000 A
maaza,slice 1 4.0000 A
limca 1 4.0000 A
Sprite 10 3.8000 A
Mountain Dew 3 3.6667 A
Coca Cola 6 3.6667 A
Fanta 2 3.5000 A
Thumbs Up 6 3.1667 A
Means that do not share a letter are significantly different.
Fisher 95% Individual Confidence Intervals
All Pairwise Comparisons among Levels of C1
Simultaneous confidence level = 47.48%
Boxplot of C2
41
From the above anova test we do not accept the null hypothesis that all the soft drinks
have similar packaging and it hard to differentiate one soft drink with other on the
basis of their respective brand.
Where as in reality this is not the case as different soft drink company position their
drinks and one of the attribute is bottling. This error may be due to the sampling we did
and it may not be the true representative of the population.
10. Hypothesis to test the effect of income on quantity consumed
µ0: soft drink consumption is independent of income
µ1: soft drink consumption is dependent on income
One-way ANOVA: C2 versus C1
Source DF SS MS F P
C1 3 0.701 0.234 0.34 0.799
Error 78 54.177 0.695
Total 81 54.878
S = 0.8334 R-Sq = 1.28% R-Sq(adj) = 0.00%
Individual 95% CIs For Mean Based on
42
Pooled StDev
Level N Mean StDev ------+---------+---------+---------+---
3 - 5 lakhs 23 4.1304 0.9679 (---------*---------)
5 - 10 lakhs 16 4.0625 0.7719 (-----------*-----------)
Above 10 lakhs 6 4.3333 0.8165 (-------------------*------------------)
Less than 3 lakhs 37 4.2703 0.7691 (-------*-------)
------+---------+---------+---------+---
3.85 4.20 4.55 4.90
Pooled StDev = 0.8334
Grouping Information Using Fisher Method
C1 N Mean Grouping
Above 10 lakhs 6 4.3333 A
Less than 3 lakhs 37 4.2703 A
3 - 5 lakhs 23 4.1304 A
5 - 10 lakhs 16 4.0625 A
Means that do not share a letter are significantly different.
Fisher 95% Individual Confidence Intervals
So from the above analysis we accept the null hypothesis that Quantity consumed is
independent of income level. As price of soft drinks is not much and hardly it get effected
by the annual income.
43
FINDINGS AND RECOMMENDTIONS
The strategy of soft drink Company to launch same product but in different quantity is
a good move. As at times the requirement of the people changes, as if wishes just
want to have soft drink for a change he can go for small packets. And for party or
family gathering he can have larger packets.
We tried to find out that whether consumers are aware of different types of quantity
available in the market, and the response was positive the awareness among the
people is there. And so we can see the sales figure of soft drinks is going high year on
year.
There is a significant difference between the choice of packets chosen by males and
females. Males are more concerned with style and are ready to pay more for the same
quantity and quality if it has flashy packaging. But the same case is not with different
age group. What we observed that youth prefer more tin can and people of older age
generally bought large quantity soft drink.
Bottling is one of the major attribute of packaging. And further bottling is governed
by different attributes. Hygiene is most major attribute. And what our research proved
that people of different age group are very much concerned about this attribute. And
we found that majority of people is moving from traditional glass bottle packaging to
plastic bottle packaging and tin cans package.
Design of the bottle is also important in terms of consumer. And that is the reason we
see different designs of bottle company launches now and then. The product remains
all most the same so to improvise or for innovation company uses this strategy.
There are different brands but people don’t perceive it that way, they categorize it as
cola based drink, lemon based and orange based. So, on this respect the companies
need to work more to bring more awareness to the consumers.
Celebrity endorsements of different brands do have a little effect on the perception of
the consumers.
Our survey also revealed a unique tendency of people purchasing the soft drinks.
What we found that the consumers are not very much loyal to a particular brand,
they may have a particular liking but during unavailability of a particular brand
people may shift to other available there in the store.
44
LIMITATIONS
1. Location: Our research is conducted in Delhi/NCR region. But we cannot rely on this
sample as India is a country of cultural diversification, and different responses could
be expected from different parts of country
2. Wide Scope: The scope of the project is wide. Packaging does not only mean bottling
according to quantity, there are different attributes of packaging. In future when we
will select a topic we would do it more judiciously.
3. Sample Size: Our sample size is very small as compared to the population. The
sample size is 87 and the responses were mostly from the people of age group 20 to
30. As people of older age group don’t consume more soft drink rather they prefer
health drink.
CONCLUSION
The findings of the study of soft drink have a practical implication. By our survey we found
that especially in Delhi/NCR region packaging in terms of different quantity is very
important aspect. The different target audiences have different demand of quantity. The
availability of different quantity in stores is must; one unique feature we observed is that in
soft drinks brand loyalty is not much. The factor is that the price is not too high and also
consumption is quiet frequent.
45
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47
ANNEXURE
Questionnaire
Survey on Soft Drinks
* Required
Do you drink soft drinks ? *
Yes
No
How often do you take soft drinks ? *
Once in a day
Once in a week
2-4 times a week
4-6 times a week
More than 6 times a week
Which cold drink would you prefer ? *
Pepsi
Coca Cola
Thumbs Up
Mountain Dew
Sprite
Other:
Rate the attributes that aid most in selecting a soft drink. *1---- least important & 5 ---- most
important
1 2 3 4 5
Taste
Colour
48
1 2 3 4 5
Availability
Celebrity
Endorsement
Price
Brand
Packaging
What quantities of packaging for Soft Drink are you aware of ? *
2 Ltr
1.5 Ltr
1.25 Ltr
1 Ltr
600 ml
500 ml
350 ml
300 ml
200 ml
Other:
What types of packaging for Soft Drink are you aware of ? *
Glass Bottle
Plastic Bottle
Tin Can
Other:
49
How much are you willing to spend on a soft drink ? *
Less than 15
15-25
More Than 25
Which type of packaging will you prefer in less than Rs. 15 segment ? *
Glass Bottle
Plastic Bottle
Tin Can
Rate the factors which determine your selection of a particular style of packaging *1- least 5-
most
1 2 3 4 5
Hygiene
Consumption
Quantity
Availability
Consumption Style
Design
Income
Name *
Gender *
Male
Female
50
Age *
Less than 20
20-30
30-45
45 and above
Income Group *
Less than 3 Lakhs
3 - 5 lakhs
5 - 10 lakhs
Above 10 lakhs
Contact no. *
51
Submit