project report

Executive Summary

The aim of this study is to analyze the role of packaging in consumer buying behavior. To fulfill

the basic purpose of study I have used six parameters: packaging color, packaging material,

package design, background image, font styles, printed information and innovation. The aim of

this study is to find the factors which largely influence the consumer buying behavior. For

collecting the data I have used primary source i.e. questionnaire and to analyze I have used SPSS

software. A sample of 104 has been selected for data collection and region covered is South-

West Delhi. The research is limited to ready to eat items.

Packaging is the very important factor which influences the consumer buying behavior

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 at the time of sale and could

be treated as one of the most important factors influencing consumer’s purchase decision.

The consumer buying decision is strongly based on packaging and its features. Due to rapidly

changing the life style of the people are interesting in packaging because the packaging insure

the people that the product is original and the producer used the packaging as a purpose for the

easy delivery, for the safety purposes and also used as a tool of sale promotion. Packaging is

important element in sense of the sale promotion as well as treated one of the most important

factors to influence the customer buying decisions. By this article I seek to study packaging

elements having significant effect on the consumers’ decision making.

1

Introduction:

In the past time primary purpose of packaging was to secure the product, but currently as the

time passed packaging is being used as an instrument for increasing sales, attracting customers

and communicating product information to the consumers. Today role of packaging has changed;

companies are interested in using it as a tool to increase its sales. A good package helps a

product to get identify, it also differentiates one brand from other.

Packaging can be defined as the wrapping material around a product that serves to contain,

identify, describe, protect, display, promote and otherwise make the product marketable.

Packaging is an important element in sales promotion as well as one of the important factors that

influence the customer buying behavior.

Customer buying behavior is a process by which individuals search for, select, purchase and use

goods and services, in satisfaction of their needs and wants. Buying decision-making comprises

of 5 steps:

Need or want recognition

Search process

Comparison

Selection and

Evaluation of decision.

Packaging influences this process in comparison and selection phases. In comparison phase

customer evaluates different brands based on their own parameters, in later phase they are

definite for purchasing and taking risk, here they decide which product they will buy.

2

Packaging and its elements:

Packaging is an important factor because it ensures customer that product is original and

producer uses it for safety, easy delivery and promotional purposes. The intention of this study is

to analyze that how packaging influences the consumer buying behavior. To achieve this

objective packaging is divided into different elements: packaging color, packaging material,

package design, background image, font styles, printed information and innovation etc.

Packaging color:

Color of packaging is important and apart one company product from other. Packaging color

draws attention of the consumers.

Packaging Material:

Material of packaging is important element which prevents the product from loss. High quality

material attracts customer.

Package design:

Package design should be eye catching; children are likely to be more influenced by package

shape and design.

Background image:

Background image is the image in the mind of the customer which helps to identify the brand of

the product.

Printed information:

Printed information contain all the information related to the product quality, price, description

which helps in knowing the product.

Innovation:

Bringing innovation in the packaging design also increase the value of the product like easy

open, easy store, recyclable, child proof, breakability etc. in the customer’s mind.

3

On the basis of these parameters or elements study is done, i.e. how these elements of packaging

influences the evaluation and selection phase in customer buying decision.

4

Objectives of the Study:

To analyze, how packaging influences the consumer buying decision.

To identify related factors which largely influences the consumer buying decision.

Scope of the Study:

The scope of this study is limited to south-west Delhi in ready to eat products.

5

Literature Review:

Packaging is a key component of marketing, 70% of consumer’s buying decisions are made at

the point of sale. The package is a very effective tool for influencing purchasing. Consumers feel

that the package is very helpful in identifying and distinguishing products. As people become

time poor, they are more prone to impulse buying. The unplanned purchase is a large source of

revenue. The power of the package is an important element of unplanned purchasing. The

concept of retailing has virtually been rewritten and brands jostle for space and recognition in the

crowded and over populated shelf. The package has to promote, emote, glamorize and enhance

the value of the contents. This trend in marketing represents a major opportunity for the

packaging industry.

A study by Sehrawet and Kundu concluded in Haryana in 2007 showed that consumers vary

significantly on various aspects of packaging; people feel that packaging is helpful in buying and

they have stronger opinions that better packages usually contain better products. The ease of

carriage, lightness of weight, simplicity, transparency and consistency of a package has relatively

less influence on buying decisions. Labelling is strongly considered to be an important part of a

package; People are becoming more environmentally conscious.

Jesper Clement in his study concluded in Denmark during 2007 showed that visual impact from

packaging on the shelf catches consumers' visual attention. He also found that visual impact from

packaging design builds up in the consumers mind and influences their buying decision,

packaging elements also influences the post-purchase phase Packaging elements such as

illustration, colour, typography and shape communicate the product’s attributes and the overall

impression.

Mishra and Jain in their study concluded in Jammu & Kashmir in 2012 showed that the style of

packaging do affects the sales and the influencing factors are price, content, ingredients, brand

name, flavours, calorie chart, colour of packet, endorser and expiry duration. By the means of the

packaging, the consumer awareness increases; whereas, Innovative ideas do not influence the

sales of the product. The different size variants i.e., net contents in the packet influences the sales

of the product because different sizes have different prices; whereas, celebrity’s picture on

packet which is costlier affair for the companies is wastage to some extent. Customers do not see

6

other details except expiry duration though they see whether the product is vegetarian or non-

vegetarian by seeing the colour of the logo on the packet. Recipes given on the packets of

product are not read by most of the customers as some customers are there who really read them

and amongst them just few of them are really preparing it.

Promotional activities like others flavours of the same products are not of great importance as

most of the customers are not driven to buy the other flavours by just looking on the packet and

very few are there who really read about the other flavours on the packet. It has been identified

that customers’ likes innovations for e.g. zip packaging etc. They (customers) prefer to buy the

product, if the facts like no added message and zero fats are written on it. People don’t see that

whether the packing material is eco-friendly and they don’t see things like keep your city clean.

Most of the customers said that they had never participated in wrapper collection activity by the

various companies. People feel connected to the product if the stories of other customers are

given on it and they give their own stories in a hope that their own stories will also be printed on

the packet.

So from literature review we can conclude that Package could be treated as one of most valuable

tool in today’s marketing communications. 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. A growing number of consumers are purchasing eco-friendly

products and many have demonstrated their willingness to pay higher prices for such goods.

Reports have shown that concern about the environment is rising and that people are engaging in

activities that help to protect it. This prevailing mood has led to an increase in the development

and launch of green products for future sales.

7

Sample Size

Sample size

A sample is a set of numerical data. Sample is the representative of the population that a

researcher targets to carry out a specific research, that representative part of the population is

known as sample size.

In this case I have taken sample size as 104.

Method

104 samples from the population are selected on the basis of convenience sampling. As the name

implies, the samples are selected because they are convenient. Convenience sampling attempts to

obtain a sample of convenient elements. Often, respondents are selected because they happen to

be in the right place at the right time.

8

Methods of Data Collection

Primary

Primary data refers to the data collected for the first time. Primary data can provide information

about demographic and socio-economic characteristics, psychographic characteristics, attitude

and motivations and intensions. Tool used by me for Primary research is:

Questionnaire

Secondary

Secondary data refers to the data previously collected for any other purpose but can be used in

the current study. Tools used by me for secondary research are:

Journals

Magazines

Internet

Type of Research

Descriptive research

Descriptive research is used to describe characteristics of a population or phenomenon being

studied. It does not answer questions about how/when/why the characteristics occurred.

This project is also a descriptive research; it describes the characteristics of packaging which

influences the customer’s buying behavior.

9

Instrument used

MS Excel

In MS Excel for data analysis, I have used:

Pie Charts

Histograms

MS Word

I have used MS word for typing purpose and questionnaire making.

Google Drive

I have used Google drive for online questionnaire (form) and collecting responses.

Tools & Techniques of Analysis

For analyzing data I have used

Frequency tables & charts Mean Standard deviation Variance

10

In following data collection and data analysis

P1 = Packaging plays a significant role when I choose from amongst various brands of ready to eat food products.

P2= Packaging color influences my purchase decision.

P3= I consider Brand or company name on Packet before purchase.

P4= Celebrity image on packet background grabs my attention.

P5= For me, good quality packaging means a good quality product.

P6= Font Size & Style on the package attracts me towards the product.

P7= I always read food product information printed on the package before purchasing.

P8= I evaluate product according to information printed on the package.

P9= Innovative packaging like easy tear packs; tetra packs etc. influences my buying decision.

P10= Size and Shape of packet effects my buying decision.

P11= “How to make” recipe section helps me in purchasing/trying a new product.

P12= I usually read details about other variants, such as flavours, of the product provided on the packaging.

P13= Environmental friendly logos on packets such as Recyclable and Go-Green influence my purchase decision.

11

Data Collected

Name Gender Age P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13Shubham Male 21 1 2 4 2 2 1 2 2 1 2 3 1 2Ishita Female 21 3 2 5 3 4 4 5 3 4 5 4 3 4Kiran Kataria Female 20 4 3 5 3 4 2 3 4 4 3 3 4 3Vivek Khulbey Male 21 5 4 5 1 5 2 3 2 4 3 5 3 3Mudita Bawa Female 21 4 3 4 2 4 3 2 3 2 3 2 2 2Deepak Male 18 5 3 4 3 4 3 4 4 4 1 4 3 4Nishchay Male 18 5 5 5 1 3 5 5 5 3 5 1 5 5Aaditya Pal Male 22 5 5 5 1 1 1 5 5 1 1 3 4 5Anubha Vaid Female 21 2 2 4 2 3 2 4 4 3 4 2 4 4Anjali Dadlani Female 21 4 5 4 4 3 4 5 4 1 2 4 4 3Pankaj Male 25 5 5 5 3 4 4 5 3 3 4 4 4 3Himani Female 20 3 3 3 3 3 3 3 3 3 3 3 3 3Swekschashree Female 18 5 5 5 3 5 5 5 5 5 5 4 3 1Bharat Male 23 4 3 4 3 2 4 3 2 5 5 5 4 4Prashant Male 22 4 4 3 4 2 5 5 4 4 3 4 4 5Suresh Kumar Male 20 5 3 5 1 5 4 4 3 4 4 4 4 5Aditya Male 22 5 4 5 4 4 2 3 3 4 3 5 5 4Bhavini Singh Female 20 4 1 5 1 5 4 3 4 2 3 4 5 5Shresth Male 17 4 4 5 2 4 3 2 2 4 4 2 2 2Neha Jain Female 20 4 4 5 2 2 2 4 4 4 2 2 4 4Mukul Male 25 4 2 5 1 4 3 2 4 5 4 5 3 5Deepika Female 21 3 2 5 1 2 4 3 4 4 4 4 4 2Rahul Uppal Male 21 3 4 1 1 1 4 3 1 3 3 2 3 4Niranjan Male 20 1 1 1 1 1 1 1 1 1 1 1 1 1Pankaj Gupta Male 24 3 2 5 2 3 2 5 4 4 4 4 4 3Ankit Male 19 4 4 3 3 4 4 3 3 4 4 4 4 3Bhuwan Male 46 4 4 4 2 4 3 5 4 3 4 3 4 3Rohit Kumar Male 22 4 3 4 2 3 2 3 3 4 4 4 4 5Ananya Female 17 5 3 4 4 5 3 4 5 3 3 4 3 3Himani Female 23 4 3 4 3 5 3 4 5 3 4 4 5 4Vasudha Female 21 3 1 5 1 3 2 4 3 2 2 3 4 4Saraswati Female 24 4 2 4 3 4 3 5 4 3 4 3 4 4Rohit Male 20 4 3 3 2 4 3 4 3 5 2 3 4 5Rohit Mandal Male 22 4 3 4 3 4 2 2 3 4 4 4 3 3Richa Pari Female 22 1 1 3 5 2 5 2 5 3 5 5 2 1Nitin Male 30 5 3 5 2 4 4 5 4 4 4 4 4 5

12

Aruna Female 30 2 1 4 1 1 1 5 4 2 2 2 3 2Ruchi Female 28 4 2 5 1 2 3 3 2 2 4 3 4 5Hemant Male 19 5 5 5 2 5 5 3 3 4 4 3 4 5Ayush Male 20 3 3 3 3 3 3 2 1 3 1 3 3 2Kriti Tuli Female 23 4 2 5 1 4 2 4 4 4 2 4 3 3Pavitra Female 22 3 4 5 2 4 4 4 2 4 4 2 2 3Saurabh Male 24 3 2 4 2 4 1 5 3 4 4 5 5 5Sahil Bhalla Male 21 4 2 5 5 1 3 5 5 4 2 1 2 4Dimple Nagpal Female 21 2 1 4 3 2 3 4 2 4 2 5 5 3Divya Female 20 4 3 4 4 5 2 3 4 5 4 3 4 2Geeta Female 20 3 3 3 3 3 3 3 3 3 3 3 3 3Nitesh Sharma Male 21 1 1 1 1 1 1 1 1 1 1 1 1 1Pooja Verma Female 21 5 4 4 4 3 4 5 5 4 4 4 4 4Sushant Jain Male 21 5 4 4 4 3 3 4 2 3 1 2 3 3Suhani Female 21 3 3 5 4 4 4 5 5 5 4 2 4 3Nikhilesh Male 21 2 2 5 1 2 1 5 4 3 4 5 2 4Chetan Male 19 5 1 3 1 5 1 5 4 4 3 3 4 3Ketan Male 18 4 1 4 2 4 4 4 3 3 4 3 4 5Srishti Female 23 3 4 4 4 2 2 4 4 5 2 4 2 5Gaurav Male 20 3 2 5 3 2 1 5 3 4 3 5 4 3Akshay Rastogi Male 21 5 3 5 4 5 2 3 5 4 5 5 4 5Nidhi Jangra Female 18 4 4 5 5 4 4 3 4 4 4 4 5 3Tanuj Male 20 4 1 5 4 5 3 5 5 4 4 4 4 4Swatej Male 21 4 3 5 3 2 2 4 3 4 4 3 4 4Prashant Male 24 2 1 2 4 4 2 4 4 2 2 4 4 2Prashant Male 24 2 1 2 4 4 2 4 4 2 2 4 4 2Shubham Male 20 2 4 5 3 2 2 3 4 3 3 4 5 4Sonali Female 30 4 3 4 1 5 2 2 4 4 2 4 5 3Prashant Male 22 2 4 5 1 5 2 4 3 4 2 5 4 5Suman Female 18 3 2 5 1 2 1 5 4 1 1 5 4 5Aakansha Female 24 3 2 5 1 4 4 5 2 1 5 1 3 5Basu Female 29 5 5 5 4 4 5 4 5 2 4 5 4 5Nikhil Male 24 4 3 2 4 3 1 4 4 2 3 5 1 5Raju Male 34 2 3 5 2 1 5 5 2 3 3 2 3 4Rahul Male 23 3 2 4 2 2 4 3 4 2 2 4 3 3Surbhi Female 22 3 2 4 3 3 4 2 3 4 4 2 3 3Dilip Male 28 2 3 4 2 3 5 1 3 4 1 3 5 4Nitin Male 25 2 3 2 5 4 1 3 3 1 2 5 5 2

13

Sagar Male 23 1 1 5 4 1 1 3 4 3 1 2 4 4Simran Female 20 4 2 5 1 2 1 4 5 1 2 4 3 5Riti Female 28 2 3 2 4 1 2 1 3 2 4 5 5 5Isha Female 23 4 3 1 4 3 1 4 2 5 4 3 2 5Pratap Male 25 4 4 4 3 2 4 4 3 3 4 5 3 2R.K.Gupta Male 42 4 2 4 3 3 2 4 5 2 1 4 3 5Babli Gupta Female 41 3 5 4 2 1 2 4 5 2 4 3 1 4Atul Gupta Male 23 4 3 2 4 3 4 1 1 4 2 5 4 2Varun Male 21 3 4 2 3 1 5 3 4 1 2 3 3 3Nabil Male 22 5 2 4 3 5 2 3 1 4 1 2 5 4Rohit Kumar Male 25 1 2 4 5 1 3 2 4 1 2 3 4 1Shourya Male 30 2 1 3 3 2 1 3 5 5 4 3 3 5Mayank Male 25 5 5 5 5 3 5 3 4 4 3 3 3 4Mukesh Kumar Male 26 4 2 2 2 2 1 3 5 1 3 4 2 3Prabhjeet Male 22 2 3 1 5 2 3 3 4 2 4 3 2 4Rohan Male 22 3 3 3 3 3 3 3 3 3 3 3 3 3Shourya Singh Male 27 5 5 5 1 5 5 5 4 2 5 5 3 5Ajay Paul Male 21 1 3 2 5 1 3 1 5 1 3 1 5 4Nikkita Joshi Female 24 5 3 4 3 3 3 4 3 4 2 4 5 3Rahul Joshi Male 27 5 3 4 3 3 3 4 3 5 2 4 5 4Supriya Female 23 5 3 5 3 5 3 4 4 3 3 3 4 3Ankita Sharma Female 22 5 4 2 3 1 2 3 2 3 3 4 2 3Anshul Verma Male 22 5 5 5 2 5 3 2 3 3 4 3 4 1Amit Male 20 5 5 2 3 2 3 2 3 2 4 2 3 3Himanshu Male 22 5 5 4 1 4 1 4 2 1 2 3 5 5Nishu Male 22 5 4 3 5 2 3 4 3 3 1 3 2 1Niti Female 29 2 3 4 2 2 3 5 2 4 1 5 3 1Dev Male 25 3 2 5 4 1 4 2 5 1 4 2 5 3Geetika Female 29 3 3 5 1 5 3 4 5 3 4 5 4 4Bhavit Male 22 5 3 5 1 5 3 4 4 4 5 5 4 4

Data Analysis

Statistics

14

Mean Standard deviation Variance

Gender 1.62 0.49 0.24

Age 23.09 4.72 22.23

P1 3.57 1.22 1.49

P2 2.94 1.21 1.45

P3 3.96 1.18 1.4

P4 2.68 1.27 1.62

P5 3.10 1.34 1.79

P6 2.84 1.24 1.54

P7 3.55 1.16 1.34

P8 3.47 1.12 1.26

P9 3.12 1.22 1.48

P10 3.07 1.20 1.44

P11 3.47 1.15 1.32

P12 3.53 1.06 1.13

P13 3.51 1.22 1.48

15

Frequencies:

1. Gender

Frequency Percent

Valid Percent

Cumulative Percent

Valid Female 40 38.5 38.5 38.5

Male 64 61.5 61.5 100.0

Total 104 100.0 100.0

Table-1

Female Male Total0

20

40

60

80

100

120

Frequency

Frequency

Graph-1

Analysis:

In sample size of 104 female respondents are 40 i.e. 38.5% of sample size and male respondents are 64 i.e. 61.5% of sample size.

16

2. Age

Frequency Percent Valid PercentCumulative

PercentValid 17.00 2 1.9 1.9 1.9

18.00 6 5.8 5.8 7.7

19.00 3 2.9 2.9 10.6

20.00 15 14.4 14.4 25.0

21.00 20 19.2 19.2 44.2

22.00 17 16.3 16.3 60.6

23.00 9 8.7 8.7 69.2

24.00 8 7.7 7.7 76.9

25.00 7 6.7 6.7 83.7

26.00 1 1.0 1.0 84.6

27.00 2 1.9 1.9 86.5

28.00 3 2.9 2.9 89.4

29.00 3 2.9 2.9 92.3

30.00 4 3.8 3.8 96.2

34.00 1 1.0 1.0 97.1

41.00 1 1.0 1.0 98.1

42.00 1 1.0 1.0 99.0

46.00 1 1.0 1.0 100.0

Total 104 100.0 100.0

Table-2

17 18 19 20 21 22 23 24 25 26 27 28 29 30 34 41 42 460

5

10

15

20

25

Age

Age

Graph-2

Analysis

17

Majority of respondent’s age fall between 20 and 25 (76 respondents) i.e. 73.07 %.

3. P1


PercentValid Strongly disagree 7 6.7 6.7 6.7

Disagree 15 14.4 14.4 21.2

Neutral 22 21.2 21.2 42.3

Agree 32 30.8 30.8 73.1

Strongly agree 28 26.9 26.9 100.0

Total 104 100.0 100.0

Table-3

Strongly disagree Disagree Neutral Agree Strongly agree0

5

10

15

20

25

30

35

P1

P1

Graph-3

Analysis

30.8% of respondents agree with this statement, mean is 3.57 and standard deviation is 1.22 so we can conclude that sample agreeing with the statement.

4. P2

18



Disagree 23 22.1 22.1 35.6

Neutral 35 33.7 33.7 69.2

Agree 19 18.3 18.3 87.5

Strongly agree 13 12.5 12.5 100.0

Total 104 100.0 100.0

Table-4

Strongly disagree

Disagree Neutral Agree Strongly Agree0

5

10

15

20

25

30

35

40

P2

P2

Graph-4

Analysis

33.7% of respondents are neutral on this statement, mean is 2.94 and standard deviation is 1.21 so we can conclude that sample is neutral with the statement.

19

5. P3



Disagree 11 10.6 10.6 15.4

Neutral 11 10.6 10.6 26.0

Agree 33 31.7 31.7 57.7

Strongly agree 44 42.3 42.3 100.0

Total 104 100.0 100.0

Table-5


5

10

15

20

25

30

35

40

45

50

P3

P3

Graph-5

Analysis

31.7% of respondents agree, 42.3% of respondents strongly agree with this statement, mean is 3.96 and standard deviation is 1.18 so we can conclude that sample agreeing with the statement.

20

6. P4



Disagree 21 20.2 20.2 44.2

Neutral 29 27.9 27.9 72.1

Agree 20 19.2 19.2 91.3

Strongly agree 9 8.7 8.7 100.0

Total 104 100.0 100.0

Table-6

Strongly disagree Disagree Neutral Agree Strongly Agree0

5

10

15

20

25

30

35

P4

P4

Graph-6

Analysis


21

7. P5



Disagree 23 22.1 22.1 36.5

Neutral 21 20.2 20.2 56.7

Agree 26 25.0 25.0 81.7

Strongly agree 19 18.3 18.3 100.0

Total 104 100.0 100.0

Table-7


5

10

15

20

25

30

P5

P5

Graph-7

Analysis

25% of respondents agree with this statement, mean is 3.1 and standard deviation is 1.34 so we can conclude that sample is agreeing with the statement.

22

8. P6



Disagree 24 23.1 23.1 40.4

Neutral 30 28.8 28.8 69.2

Agree 21 20.2 20.2 89.4

Strongly agree 11 10.6 10.6 100.0

Total 104 100.0 100.0

Table-8


5

10

15

20

25

30

35

P6

P6

Graph-8

Analysis


23

9. P7



Disagree 13 12.5 12.5 18.3

Neutral 28 26.9 26.9 45.2

Agree 32 30.8 30.8 76.0

Strongly agree 25 24.0 24.0 100.0

Total 104 100.0 100.0

Table-9


5

10

15

20

25

30

35

P7

P7

Graph-9

Analysis

30.8% of respondents agree with this statement, mean is 3.55 and standard deviation is 1.16 so we can conclude that sample is agreeing with the statement.

24

10. P8



Disagree 14 13.5 13.5 19.2

Neutral 29 27.9 27.9 47.1

Agree 35 33.7 33.7 80.8

Strongly agree 20 19.2 19.2 100.0

Total 104 100.0 100.0

Table-10


5

10

15

20

25

30

35

40

P8

P8

Analysis


25

11. P9



Disagree 16 15.4 15.4 29.8

Neutral 25 24.0 24.0 53.8

Agree 38 36.5 36.5 90.4

Strongly agree 10 9.6 9.6 100.0

Total 104 100.0 100.0

Table-11


5

10

15

20

25

30

35

40

P9

P9

Graph-11

Analysis


26

12. P10

Frequency Percent

Valid Percent

Cumulative Percent

Valid

Strongly disagree

13 12.5 12.5 12.5

Disagree 23 22.1 22.1 34.6

Neutral 21 20.2 20.2 54.8Agree 38 36.5 36.5 91.3Strongly agree 9 8.7 8.7 100.0Total 104 100.0 100.0

Table-12


5

10

15

20

25

30

35

40

P10

P10

Analysis


27

13. P11



Disagree 15 14.4 14.4 20.2

Neutral 29 27.9 27.9 48.1

Agree 32 30.8 30.8 78.8

Strongly agree 22 21.2 21.2 100.0

Total 104 100.0 100.0

Table-13

Strongly disagree Disagree Neutral Agree Strongly agree

0

5

10

15

20

25

30

35

P11

P11

Graph-13

Analysis


28

14. P12



Disagree 12 11.5 11.5 16.3

Neutral 28 26.9 26.9 43.3

Agree 41 39.4 39.4 82.7

Strongly agree 18 17.3 17.3 100.0

Total 104 100.0 100.0

Table-14


5

10

15

20

25

30

35

40

45

P12

P12

Graph-14

Analysis


29

15. P13



Disagree 12 11.5 11.5 19.2

Neutral 30 28.8 28.8 48.1

Agree 27 26.0 26.0 74.0

Strongly agree 27 26.0 26.0 100.0

Total 104 100.0 100.0

Table-15


5

10

15

20

25

30

35

P13

P13

Graph-13

Analysis

28.8% of respondents are neutral, 26% of respondents agree with this statement, mean is 3.51 and standard deviation is 1.22 so we can conclude that sample agreeing with the statement.

30

Findings

Packaging do affects the consumer buying decision process significantly in ready to eat

items and the factors taken in consideration are packaging color, packaging material,

packaging design, background image, printed information, package innovations.

Packaging color attracts customer but it doesn’t influence buying decision significantly,

so respondents are neutral on this factor.

Packaging material influences the buying decision process; sample agreed that good

quality package is a significant factor.

The different size and shape in ready to eat items influences the buying behavior but

respondents are neutral with the font style and size so packaging design factor influences

the buying behavior but not significantly.

Celebrities’ image on packet which is a huge expense for a company is wastage to some

extent as respondents are neutral on this factor.

Customer do see details and information printed on the packet, recipes given on the

packets of ready to eat items are read by customers and promotional activities like other

variants, flavours etc. are read by the customers so printed information factor influences

the buying behavior significantly.

It has been identified that customers are environmental conscious and innovations in

packaging like zip packaging etc. influences the buying behavior of customers in

significant manner.

31

Conclusion

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.

This study sought to analyze how packaging influences the consumer buying decision and to

identify factors which largely influence the consumer buying decision. People feel that

packaging is helpful in buying and they have stronger opinions that better packages usually

contain better products. Although labeling is strongly considered to be an important part of a

package. A growing number of consumers are purchasing eco-friendly products. Report has

shown that concern about the environment is rising and people are engaging in activities that

help to protect it.

Summarizing, packaging material, printed information and innovations in packaging are the

factors which largely influence the consumer buying decision. So we can conclude that

packaging influences the buying behavior of customers significantly. It is the factor which

influences the evaluation and selection phase.

32

Bibliography

Journals

Sehrawet & Kundu, International Journal of Consumer Studies, Vol. 31, ISSN 1470-

6423, Date of issue 2007, Pg. 630-638.

Clement, Journal of Marketing Management, Vol. 23, ISSN0267-257X, Date of issue

2007, Pg. 917-928.

Mishra & Jain, Journal of Marketing & Communication, Vol. 7, Date of issue January -

April 2012, Pg. 48-63.

Internet

http://www.slideshare.net/tjmatharu/roleofpackagingonconsumerbuyingbehavior, Role of

Packaging on consumer buying behaviour, Azeem, 15/02/2014.

http://irbas.academyirmbr.com/papers/1372183064.pdf, Role of packaging in consumer

buying behavior, Shah & Ahmad, 15/02/2014.

33

http://irbas.academyirmbr.com/papers/1372183064.pdf

http://www.slideshare.net/tjmatharu/roleofpackagingonconsumerbuyingbehavior

Annexure

Questionnaire

Impact of Packaging on Consumer Buying Behavior

Dear Ma’am / Sir,

I, Gaurav Upreti, am a student of BBA of Banarsidas Chandiwala Institute of Professional Studies and am conducting a survey on “Impact of Packaging on Consumer Buying Behavior” towards Ready to Eat items. I request you to spare some of your valuable time and kindly fill up the following questionnaire. All your data and information would be kept confidential.

Personal Information:

Name :

Gender :

Age :

Questionnaire:

(Please tick your choice)

Here:

1= Strongly Disagree, 2= Disagree, 3=Average, 4= Agree, 5= Strongly agree

S.no. Question Options1 2 3 4 5

1. Packaging plays a significant role when I choose from amongst various brands of

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ready to eat food products.

2. Packaging color influences my purchase decision.

3. I consider Brand or company name on Packet before purchase.

4. Celebrity image on packet background grabs my attention.

5. For me, good quality packaging means a good quality product.

6. Font Size & Style on the package attracts me towards the product.

7. I always read food product information printed on the package before purchasing.

8. I evaluate product according to information printed on the package.

9. Innovative packaging like easy tear packs; tetra packs etc. influences my buying decision.

10. Size and Shape of packet effects my buying decision.

11. “How to make” recipe section helps me in purchasing/trying a new product.

12. I usually read details about other variants, such as flavours, of the product provided on the packaging.

13. Environmental friendly logos on packets

such as Recyclable and Go-Green influence my purchase decision.

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project report

Documents

packaging material

role of packaging

packaging color

packaging influences

behavior packaging elements

important factors

important role

important element