a study on the impact of packging on purchasing decision of

8/7/2019 A STUDY ON THE IMPACT OF PACKGING ON PURCHASING DECISION OF

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CERTIFICATE

This is to certify that the research project entitled, A Study On The Impact

Of Packaging On Purchasing Decision Of The Customer has been completed

by Bhavnesh a student of MBA (Marketing) under my supervision. He has

showed tremendous zeal, enthusiasm and innovativeness towards this

project.

This project is completed in the partial fulfillment of the requirement for

award of MBA. The matter used in the project is original and authentic to

the best of my knowledge. I recommend that the project is fit for

evaluation.

I wish all success in his future.

(Miss Gunjan)


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DECLARATIONDECLARATION

I, Bhavnesh the Student of MBA (Marketing) final year,

Directorate of Distance Education of Guru Jambheshwar University of Science

And Technology Hisar. Hereby declare that the Research Project work on

entitled A Study On The Impact Of Packaging On Purchasing Decision Of

The Customer is my original work and this has not been submitted to any

other institution for the award of any other degree.

(BHAVNESH)


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Acknowledgement

Theoretical knowledge stands nowhere and can not yeild positive results

unless and until supplemented with the real practice and study of environment.

Actually it is the implementation of the theory in practical that makes real

sense.

It is a great pleasure to express my deepest sense of obligation Miss Gunjan,

Lecturer of ODM, Hisar.

I am thankful to Miss Gunjan, lecturer of ODM Hisar, for her assistance and

cooperation at every step without which it wont be possible to complete the

study successfully.

I deem it my most pleasant duty to express my deep sense of gratitude to my

parents and friends for their love, affection and ever encouraging approach.

Last but not least, am thankful to all the people whom met and who gave me

good response.

(BHAVNESH)


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PREFACE

In the business management field the Master of Business Administration

(MBA) is one of the most reputed professional courses in the field of

management. This course includes both aspects theory & its applications as its

content of Curriculum. Project Report is an integral part of this program. Every

student is required to complete a project in his or her field of interest in the

fourth semester. The purpose of this project is to expose the students on

practical and research front of his or her area of interest. The project gives aunique experience to aspirants who can visualize things what they have been

taught in classroom.

Today the market is passing through a transforming stage. There is cut

throat competition and marketers have realized the importance of satisfying the

customers to the extent possible. Thus no business organization can afford not

to be consumer oriented. To take care of competition it needs to plan its strategy

and anticipate future needs and requirements. The firm needs to take care of the

market changes, environmental condition and latest technology.

Packaging is playing an important role on Purchasing Decision of the

Customer in marketing. Today marketing strategies are revolving around

packaging. It has started attracting the services of experts of different fields.

Today majority of buying decision are impulsive and made at point of purchase.

Their package is the most important element to influence buying decision.


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Introduction

We all have known that good packaging does not mean simply putting

product in container and cover them with wrappers. First of all packaging

material serves the basic purpose of protecting the product and maintains its

functional form. The package should prevent damage that could affect the

products usefulness. Since product tempering has become a problem for

marketers, packaging techniques have been and are being developed to counter

this danger. Packages are also being developed/ designed foil shoplifting.

Packaging has four major aspects that are surmised as VIEW (visible,

informative emotionally appealing and workable). Apart from holding,

protecting, preservation, handling storage, convenience too is an important

function that package is expected to offer to consumers. The size and shape of

product may relate to product storage, convenience in use, or replacement rate.

Small, single-serving cans of vegetables, for instance may prevent waste and

make storage easier. Another important function of package is to promote aproduct by communicating its features, uses benefits and image. At times a

reusable package is developed to make product more desirable.

Packaging plays the role of promotion of the product by both verbal and

non-verbal communication. The package can inform the potential customer

about the product contents, features, uses, advantages, and hazards etc. a

package can create desirable image of the product by using appropriate color

combination design image shape and texture many cosmetic manufacture

design their package to create impressions of richness, luxury and

exclusiveness. A package performs promotional function when it is designed to

be safer or more convenient to use and such characteristics help stimulate

demand.


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Another function of package is expected to perform is meeting the need

of middleman. Wholesalers and retailers consider whether a package facilitates

transportation, storage and handling. Reseller may refuse to carry certain

products if their package is cumbersome, loosely packaged, poorly protected

and difficult to store.

A package must protect what it swells and sell what it protects. Modern

methods of consumer marketing would fail if the proper message is not

communicated on the package. It is not only the primary package that must

communicate. Warehouses and distribution centers would be less effective if

secondary and tertiary package lacked label or carried incomplete details. When

international trade is involved and different languages are spoken, the use of

unambiguous, readily understood symbols on the distribution package is

essential.


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1.1 MEANING OF PACKAGING

Packaging means the activity of enclosing in a package. The fortune

executive encyclopedia defines Packaging to be planning and fashioning the

complete form and structure of a products package. A products package

generally includes aspects like size and shape, color, closure, outside

appearance, protection and economy, convenience, labeling and to safeguard

the product from the effect of environment.

Other people take the concept of packaging as definition of what the

package should basically be or do for the particular product but other

component elements like size, color, shape, material, text and brand mark also

need to be tested for various alternatives and combinations.

Other things being the same, it was fifth P i.e. packaging which could

match will target consumers i.e. younger college going consumers.

A package is a wrapper or container in which a product is enclosed or

sealed. Packaging, therefore, may be defined as an act of designing and

producing the package for a product.

Packaging concept and considerations concept

While formulating packaging policies and strategies, it is important for

marketers to develop a packaging concept around which these are to be

formulated. A packaging concept is description of product packaging and the

functions it is suppose to perform in respect of the particular product.

Considerations

However, while developing packages according to the concept developed, the

flowing factors should be considered.


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1) marketing considerations

All packaging decisions must be guided by marketing considerations. It

means that the package concept should be determined by considering

requirements of consumers and retailers. It is relevant because these two form

the ends the distribution channel with which companies are usually concerned.

Some of the important considerations include from consumers standpoint.

1) Ease of product use

2) Ease of storage

3) Ease of handling, carrying and opening

4) Ease of understanding directions for use

5) Ease of package of disposal

6) Possibilities of package re-use

From retailers standpoint

1) Shelf - space required per package.

2) Ease of price of marking

3) Number of packaging per case

4) Ease of case identification

5) Ease of handling

6) Whether package does selling job.

2) Product protection

One the important package function is to protect the product being packaged. It

is, therefore, essential that marketers decisions regarding package should be

guided be the consideration of protection. The protective factors to be

considered should include water vapor protection, infestation, strength,

pilferage, odor, and contamination and light effects. In India, where package


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care during handling and transportation is relatively less these protective factors

assume added significance as package determining factors. For example, on

account of the, by and frozen foods, is of extreme importance; resistance

against impact and shock is also significant; protection against loss of drug

potency owing to sunlight is essential.

3) Economic Considerations

As package has a profit function to perform it is essential that the packaging

cost is optimum. This can be achieved by avoiding both over- and under-

packaging. This former is cost adding while the letter is protection depriving.

Some of the costs to be considered include:

a) Cost of packaging inputs.

b) Cost of package fabrication.

c) Cost of manpower.


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1.2 FUNCTION OF PACKAGING

As an important peripheral attribute of product, a package has the

following functions to perform:

1. Utilitarian function

Package performs a utilitarian function by retaining and enhancing the product

value to consumers in the following ways:

(a) Package protects products from deterioration, spilling, spoilage and

evaporation during its transit from manufacturer to consumer.

(b) It enhances product use convenience by keeping it clean and undisturbed.

(c) It helps easy brand identification.

(d) It makes product handling easier and safe on the retail store shelves.

Communication Function

Package performs a communication function by becoming an important

adjunct to the components of the communication-mix, namely, advertising and

sales promotion. It performs this function in the following ways:

a) It makes product identification and differentiation both easy and

effective. In a competitive market when differences in the tangible

product attributes are not conspicuous, it is the package whose unique

presentation makes products look different from the competing brands.

b) Package features communicate product message and motivate consumer

to buy.c) A change in product package design and message considerably facilitates

implementation of product / brand repositioning strategy of a company.

d) Package repeats the selling message imprinted on it before consumer

when it is repeatedly handled during a series of uses. This encourages


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repeat and replacement purchases.

(e) It promotes product at the point of purchases and triggers impulse

buying.

1.3 POLICIES AND STRATEGIES OF PACKAGING


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Having developed an appropriate package concept, a company has got more

than one policy options to consider in respect of product packaging. These

include the following:

Packaging Changes

The company may adopt the policy of periodic changes in product package in

order to achieve one or more of the following purposes:

(a) The changes may flow from managements desire to provide

more product protection and use convenience.

(b) These may be introduced to correct defects in the package,

for example, leakage in containers after opening, difficult

opening, defective air tightening, and discouraging wrong use

of package after product is used.

(c) Innovations in packaging material may also necessitate

product package changes. For example, introduction of

cellophane has revolutionized the whole packaging concept.

(d)Package change may be necessitated by the expediency of the

promotion programmers or repositioning strategies. In such

cases, package change and innovation may be the focus of the

promotion programmed. For example, the Metropolitan

Trading Company, manufacturers of the famous Zodiac

neckties, kerchiefs, belts, etc., has been experimenting with

new packaging ideas so as to promote sales. As a

consequence, it repeatedly won the India Star and Asia

Star packaging awards in the seventies.


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1.4 TYPE OF PACKAGING

Family packaging:-

It is a kind of packaging strategy in which packaged of the entire

product-line closely resembles one another or alternatively major features of the

packages in the respect of the entire product live closely resemble one another.

For example the packaging of old spice shaving cream, after shaves lotion and

other related items have an identical picture of a white boat on them. The major

strength of this strategy is that any new product in an identical package enjoys

the same market reputation and acceptance as the others. Also there is an

econo0maly in packaging cost on account of cost cuts in bulk buying of raw

materials, printing cost.

Re-use Packaging:-

re-use packaging is a strategy in which marketers offer products in such a

package which may be re-use for other purpose once product has been

exhausted or taken out of it. For example, Nescafe Instant Coffee is being

offered in a glass jar which later may be used as a tumbler. Likewise, Quality

Ice-cream is being offered in a plastic cup which may be re-used for keeping

cream, butter, curd etc.

Re-use packaging stimulates repeat purchases as it offers and additional

benefit for the same price. in case of Nescafe coffee, for instance, housewives

had to buy four to six jars so as to develop a full complement of beverage set.

However, purchase stimulation cannot be taken too for. In order to sustain

consumer interest the package has to be changed periodically. One good

example is that of Nescafe coffee whose container design undergoes periodic

changes.


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Multiple Packaging:-

Multiple packaging is a strategy in which a number of heterogeneous products

to be used by one consumer are placed in single package. For example, a shirt,

necktie, and kerchief are placed in one package or say, many cosmetic items are

placed in one box. This kind of strategy has not become popular in India

although it helps a company to build up considerable total sales. it facilitates

acceptance of a new product idea by a consume4 who may normally not like or

be inclined to venture into buying it. it is specially useful when the items in the

package are in dissimilar life-cycle stages, for example, one in the growth stage

whereas others in the introductory and saturation stages. Nonetheless consumer

resistance may be difficult to break in respect of some product items. In such

cases, company loses of other acceptable products also.

Ecological packaging:-

In order to preserve the physical environment, a company may formulate a

compatible packaging strategy. Some of the elements of this strategy may

include:

a) use of returnable bottles and containers

b) use of containers that decompose over a reasonable period of time

c) use of lightweight package material

d) Arranging for retrieval of packaging material and recycling it.


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1.5 IMPORTANCE IN MARKETING

Marketing is the vehicle through which a company can achieve its short-

term goals and strategic aims in terms of a long-term survival in the face ofchange, particularly competitive change. The marketing professionals set about

this task by recognizing the current needs in existing are an ongoing and

dynamic process.

We increasingly seek, product that serve our specific individual needs.

Our shopping behavior is changing and therefore packages are required to

provide more information and motivation to buy.

An increasing number of products are sold through direct marketing

(mail & Internet) where packaging may be considered less important than in a

retail store since consumer to not make choices based on package. But

packaging for such products has a much more important post-purchase role.

Packaging is responsible for cost-effective and damage free delivery of small

orders and needs to help ensure satisfaction and customer loyalty, including

providing a means for products returns.

Packaging has become more impotent than POP material and

retailers advice at the place of purchase. It becomes all the more important in

case of marketing of cosmetics, food products, medicines and FMCGs as

people giver due weight to package while buying products if these categories.

Packaging material, color and design are very important aspects of package in

influencing consumers. People claim that protection, Handling, preservation,

storage and identification are the most impotent functions which package is

expected to perform perfectly to gain consumer loyalty. So Packaging is

playing an important role in marketing.


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1.6 CONSUMER BEHAVIOUR

Consumer behavior refers to behavior that consumer display in searching

for, purchasing suing, evaluating and disposing of products are service they canexact will satiety their needs. The study of how individuals make decision to

spend their available resource time, money, and effort on consumption related

items. It includes the study of what they buy, where they buy, when they but it,

where they but it, how often they but it, and how often they use it.

The primary purpose of studying consumer behavior is to understand

why and how consumer makes their purchase decision. The se insights enables

markets to design more effective marketers understand consumer behavior; they

are able to predict how consumers are able to shape their marketing strategies

accordingly.

A sound understanding of consumer is essential to the long run success of any

marketing program. This is because the essence of marketing is captured in

three orientations.

Identifying consumer needs and want

Companys objectives to select specific needs and wants.

Application of an integrated strategy: this is only through the study of consumer behavior

that first orientation is known as well as the levels of satisfaction among consumers.

Moreover study of consumer behavior further enables marketers to select target market.


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1.7 Company profiles

Tulsi Packaging

Tulsi Packaging is a corrugated box plant that has served the greater Saurashtra

marketplace since 1998. This is a family managed company. We are based at

GIDC Wadhwan, surrendranagar that are close to all major interconnecting

roads and highways of our region. We believe that we are the premier low cost

producer in our market place.

In 1999 Tulsi spent in capital improvements to further the machinery and

technological advantage we now enjoy over our major competitors. Our

marketing sphere includes entire saurashtra.

In the last several years, due to plant wide efficiencies, we have found our

market place widening.

We are a lean, effective, growth-oriented producer of corrugated products.

Tulsi Packaging:

Excels in prompt efficient service.

Designs and produces innovative, cost-efficient packaging and displays.

Provides quick turnaround and helps reduce the costs of shipping and box

inventory...improving your cash flow

Uses a streamlined manufacturing facility with efficient state-of-the-art

equipment...and passes the savings on to you.

Features an exceptionally well-trained, committed work force with years of


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experience.

Manufactures in an environmentally conscious manner, using safe and

recyclable materials and processes

Tulsi`s Quality

FastTurnaround:

We are the most cost-efficient producer in the business. We are a 100% on time

delivery manufacturer. We maintain an inventory according to customers

requirement. In addition, our long-term relationships with key suppliers ensure

rapid, reliable delivery of the materials we need to meet your requirements.

TotalQualityControl:

We have implemented a Total Quality Assurance plan that focuses on our

vendors, our internal manufacturing process and our response to customers

needs. Not only do we deliver what you want when you want it, we get your

order right the first time...every time.

What Tulsi Offers:

1. Solutions: We redesign and analyze your packaging systems.

2. Quality: We will improve your graphics, assess structural integrity, and

optimize the use of substrates.

3. Reliability: We are a 100% on-time delivery system to our customers.

4. Expertise: Highly experienced packaging consultants that add value to

your product and your processes.

Improved Bottom Line for our Customers: We want our customers to store


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quality performance and excellence. The groups strength lies in the quality of

products being manufactured. The satisfaction of the customers is reflected in

their constant orders. The growth of the group is indicative of consciousness

towards the customers satisfaction and ability to manage.

Jothi Packaging Industry

Jothi Packaging Industries:

It was established in the year 1987 and has been supplying corrugated

boxes and rolls to the leading companies in and around Tirupur and

Coimbatore. It caters to most of the garment export units in Tirupur. We have a

monthly capacity of 140 Metric tones per month. The company has an excellent

infrastructure to meet the ever increasing demand of corrugated boxes through

its quality and delivery which is made possible by the dedicated and

hardworking people of the company. We have 60 people who make this

happen. We have the state of the art technology machines to make each and

every process in making the box. The machines available are:

1 single face corrugating machine with semi high speed of 30 meters per

minute using conventional electric heating.

1 single face corrugating machine with semi high speed of 60 meters per

minute using thermo fluid heating to give better flute formation for a

better product.

6 nos of pasting machine

2 nos of creasing machine

2 nos of slotting machine

1 no. of high speed printer, creaser & slitter combined machine to give


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more output

gluing machine to produce totally recyclable metal free box to meet the

present day requirement

1 no of platen punching machine (30 inches x 40 inches)

6 nos of stitching machines.

The range of our products include Corrugated Sheets, Boards in Various types

like Universal, Telescopic, Overlapping Type & Interlocking type and other

specialized boxes to pack knitted garments, Consumables like Fruits,

Vegetables & Beverages, Electronic Items and Air Conditioners. We also have

our sister concern namely JYOTHI INTERNATIONAL, where we are

exporting garments to the European and US markets.

Anupam Plasto Engg. Pvt. Ltd.

Welcome to Anupam Plasto Engg. Pvt. Ltd. Our goal in life is to service the

Industrial box user using the most advanced manufacturing technology

available. Every one of our people are trained professionals from production to

design, customer service, accounting, and sales. You won't find a more

dedicated group in India.

Here at Anupam Plasto Engg. Pvt. Ltd. we buy the paper, corrugate it into a

sheet and turn that into a finished box as efficiently as humanly possible. Our

commitment to service is legendary. Our 8-year history and experience is

unequaled. No one is better equipped in Gujarat to handle volume-corrugated

production with an emphasis on service, quality, and design.

Browse our pictures; see for yourself, we have a huge capital investment in our

factory to provide the highest industrial quality and to maintain our competitive


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edge. Fill out the RFQ page and give our sales staff a chance to examine your

needs. Then come and visit our plant and I am confident you will appreciate the

fact that we mean business and will work hard to earn yours. Thank you for

your consideration.


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2.1 RESEARCH METHODOLOGY

Marketing research methodology is ass old as the marketing is without

which it is almost impossible to reach at any tangible decision. Although

various method are adopted to undertake this activity but the goal is almost

impossible to reach at any tangible decision. Although various methods are

adopted to undertake this activity but the goal is almost same i.e. reaching to the

right customer.

There is very famous quote if you are confident of doing something, half of the

work is done. And confident comes when you have proper framework for the

particular job. Hence to carry out any work it is necessary to chalk-out a

framework. To carry out the research project we first define the methodology

that is to be used for the research.

Research methodology is the way of systematically solving the research

problems. It may be understood as a science of studying how research is done

scientifically. In this way study the various steps that are generally adopted

during the research along with logic behind them. It is necessary for the

research to know not only research methods but also the methodology.

The purpose of the research is to discover answers to questions through the

application of scientific objective we may think of research objective as falling

into a number of the following broad groupings.


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To gain familiarity with a phenomenon or to achieve new insights into

it.

To portray accurately the characteristics of particular individual,

situations occur to with it associated with something else.


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2.2 NATURE OF STUDY

The problem researcher took up was to analyze the The Impact Of Packaging

On Purchasing Decision Of The Customer. To make the study more precise

and feasible the customer response is taken into consideration. This is basically

a survey that is conducted in hisar through the structured questionnaire. This

study is related to the behavioral pattern of consumers with to the impact of

packaging on purchasing decision of the customer in market.


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2.3 OBJECTIVES OF STUDY

The study of research project entitle of A Study On The Impact Of

Packaging On Purchasing Decision Of The Customer is to find out the

following objectives:

The main objective of the study is to find out the impact of packaging on

purchasing decision of the customer. To achieve the this objective, the

following sub objective is set:

1. To identify the function of packaging.

2. To identify the awareness Level abouts the packaging among

customer.

3. To find out the impact of packaging on marketing of various

product category.

4. To identify the various aspects of packaging those influencing the

consumers.


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2.4 RESEARCH PLANING

Planing is the most essential part of a survey. A right

approach has to be decided before heading forward keeping in mind

the objectives.

Due consideration has to be given at this stage towards:

1. Purpose of survey

2. Scope of survey

3. Units of the data collection

4. Source of data

5. Techniques of data collection

6. Degree of accuracy desired

7. Miscellaneous consideration


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2.5 SAMPLAMING PLAN

A structured questionnaire is prepared for respondents for

the collection of data from a defined sample size. The sample size taken is of

100 respondents. Descriptive research is used as research design and the

sampling technique used is stratified random sampling. This sample is selected

from different occupations, income, age, sex and material status taking into

consideration the importance of each. The present study is an empirical analysis

of consumer behavior towards the impact of packaging on purchasing decision

of the customer in the region of hisar.


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2.6 SURVEY METHODOLOGY

1. Collection of data:

This is the first of step of the process. It forms the foundation for

the whole of statistical analysis. Faculty data can lead unreliable conclusions so

the most care is required while collecting the data.

Nature of data collection:

Primary sources of data Customers

Area covered Hisar

Instrument of survey Questionnaire & observation.

Type of questions Close ended.

2. Organizing the data

Data collected are meaningless unless presented in a proper

manner to take useful in decision making. The data obtained I edited, classified

and put in a tabulated form to make it understandable.

3. Presentation of the data:

After collecting and organizing the data, it is ready for

presentation. There are different modes of presentation including charts,

diagrams, graphs etc. the main purpose of presentation is to put the collected

data into an easy readable form. In the present project report data has been

presented in tabular form and graphically by bar diagram.


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4. Analysis of data:

Having gathering the data, the researcher has to proceed towards

drawing conclusion by logical inference. At this stage, the data is in a

tabulated form and required to be interpreted. Thus, analysis involves the

refinement and manipulation of data. It basically involves:

- Bringing the raw data into measured data.

- Summarizing the data.

- Applying analytical method to manipulated the data so that their

interrelated and quantitative meaning become evident.

Tolls of analysis:- weighted average and percentage.

5. Interpretation of data:

Interpretation means to bring out the meaning of data or to

convert data into information. The climax of the research process to draw

conclusion from the data analyzed. The whole investigation culminates and

reaches in drawing inference that leads to conclusion. This phase calls for a

high degree of interpretive skill both quantitative and logical.


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2.7 LIMITATION OF THE STUDY

Every study conducted may have certain shortcoming and

unfortunately ours is also not an exceptionone. Researcher has put his

best efforts to avoid them and make the study much relevant in spite

of some of the limitation.

As the study is based on the primary data, the possibility of Business

cannot be ruled out. The researcher had an intention to reach a large

sample but due to lack of time the initiation could not be

accomplished up to the desired level.


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3. ANALYSIS AND INTERPRETATION

in the process of the analysis, relationship or difference supporting or

conflicting with original or new hypothesis is subject to statistical tests of

significance to determine with what valued data can be said to indicate any

conclusion.

Analysis is basically aimed at giving inference of association

between different variables, which are present in the research. In this present

work the analysis is conduced with the help of statistical tools by which the

meaning of the data may be interpreted. Statistical percentage and weight

average is used to analyze the data for this particular research work.


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Table 1. Packaging is an important element of product:

The region for asking this question to felt that consumers are agree or not that

the packaging is an important element of product or not

80

20

0 0 00

102030405060708090

Strongly

agree

Agree Neutral Disagree Strongly

disagree

Scale

Respo

nden

The table no. 1shows,mostly respondent are strongly agree that the packaging is

an important part of product 80% are strongly agree and 20% are agree no one

is there to say packaging is not important part of product

No ofrespondent

Item

1

Stronglyagree

2Agree

3Neutral

4Disagree

5

Stronglydisagree

100

No.ofresponse

80` 20 - - -

Percentage 80% 20% - - -

Cumulativefrequency 80% 100%


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Table 2. Packaging is the element of cost: -

Region:To find out the consumers are felt that the packaging is the element of

cost or not. For this I design five-lickert scale question for knowing the agree or

disagree level of this:-

No of

respondent

Item 1

Strongly

agree

2

Agree

3

Neutral

4

Disagree

5

Strongly

disagree

100

No. of

response

10 60 20 5 5

Percentage 10% 60% 20% 5% 5%

Cumulativefrequency

10 70 90 95 100

10

60

20

5 5

0

1020

30

40

50

60

Strongly

agree

Agree NeutralDisagreeStrongly

disagree

Scales

The above table shows thatthe 100 respondents 60% 0f respondent are agree

that the packaging is the element of cost, 10% are strongly agree for that point20% are neutral to this point and 5%-5% respondent are disagree and strongly

disagree to this point they said that the packaging is not the element of cost.


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Table 3. Labeling is the important part of Packaging: -

Region:The region behind this question, to knowing that the respondent are felt

or not that the labeling is the important part of packaging.

No ofrespondent

Item

1

Stronglyagree

2Agree

3Neutral

4Disagree

5

Stronglydisagree

100

No.ofresponse

35 40 25 - -

Percentage 35 40 25 -- --

Cumulative

frequency35 75 100

35

40

25

0

0

0 10 20 30 40 50

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

Scale

Score

The table shows that in 100 respondents no one said that the labeling is not the

important part of packaging. In these 40% are agree to this and 25% are

strongly agree and 35% are neutral.


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Table 4. Do you read the label while purchases the product: -

Region:

For this question, I know the awareness level of consumer. They are read

or not the given information on label.

Item Yes No

No. Of response 955

Percentage 95 5

Cumulativefrequency

95 100

Yes

95%

No

5%

Yes

No

The above table depicts that the amazing finding of this question, the mostly

respondent are aware about the information provide on the label.

95% respondent are read the information provide on the label only 5% people

are not read the information provide the label.


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Table 5.Do you agree packaging helps in misbranding: -

Region:To find out, is the consumer think that the packaging helps in

misbranding through the copy of other manufacturer packaging.

No of respondentItem Yes No

100 No. of response85 15

Percentage 85 15

Cumulative

frequency85 100

Yes85%

No

15%

Yes

No

The table shown that the mostly respondent are in the favors of the packaging

helps in misbranding. 85% respondents are said yes and only 15% respondent

said no the packaging is not helps in misbranding


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Table 6. Do you think well-packaged products are always better in quality as

compare poor packaged product:-

Region:For this question I am find out the attitude of consumer regarding the

well packaged product and poor packaged product.


100 No. of response55

45

Percentage 55 45

Cumulative

frequency55 100

Yes

55%

No

45%Yes

No

The table no.6 show that there different-different attitude regarding thisquestion.

45% people are said no and 55% people are said yes that the well-packaged

product is good and poor packaged good are not good.


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Table 7. Do you think the information provides on the label is adequate:-

Region: What they people think that the information provide the label isadequate or not.


100 No.of response70

30

Percentage 70 30

Cumulative

frequency

70 100

Yes

70%

No

30%

Yes

No

The table shows thatthe 70% people said yes the information provide on the

label is adequate only 30% people are said the information provide on thepackaging is not adequate.


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Table 8. If no than what information should be added /avoided: -

Region:

Region for this question to clarify that why they are not satisfy the given

information in the packaging label are not adequate and proper.

Mostly respondent are demanded that in the label the address of the

manufacturer and marker are not properly given so give the address of the

company proper sequence and correct.

Many of them ask the manufacturing date and expiry dates are not

properly highlighted on the package of product. They are demanded that the

manufacturing and expiry date are given in clear and proper wording.

Some of them said that the price of product is also given in proper

wording and proper place of package.


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Table 9. Do you always check the seal while purchasing the product:-

Region:

For this question, I know the awareness level of consumer. That They are

check the seal of the product /package or not.


100 No.of response100 --

Percentage 100 --

Cumulative

frequency100 --

Yes

100%

No

0%

Yes

No

The table no.9 showsthe 100% people check the seal of the product /package.

No said no that they are not check the seal.

Table 10. Do you think your purchasing decisions are effected by the


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packaging:-

Region:

Region behind for asking this question to know that there purchasing

decision are effected by the packaging or not.


100 No.of response90

10

Percentage 90 10

Cumulative

frequency90 100

Yes90%

No

10%

Yes

No

The above table shown that the 90% of respondent said the packaging effect

there purchasing decision many of product they purchase by impulse buying.

Only 10% people said that their purchasing decisions are not effected by thepackaging.


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Table 11.what factors influence your buying decision at the point of purchase: -

Region:

The region of this question to find out what factor influence the

customer to buy the product. There are various factors are there that areinfluence the customer.

Item

No.

ofrespo

ndent

Rank

Item

1 2 3 4 5 Totalscore

Look ofpackage

100No. of

response15 25 45 10 5 335

Weight age 5 4 3 2 1Score 75 100 135 20 5

Point of

purchasematerial

100No. of

response10 10 5 40 35 220

Weight age 5 4 3 2 1

Score 50 40 15 80 35

Retailer

s advise100

No. of

response- - 5 40 55 150


Score - - 15 80 55

Price 100No. of

response20 35 40 5 - 370


Score 100 140 120 10 -

Quality 100No. of

response55 30 10 5 - 435


Score 275 120 30 10 -


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335

220150

370435

0

100

200

300

400

500

Lookof

package

Pointof

purchase

material

Retailers

advise

Price

Quality

Factors

Score

Series1

The table depicts that the primarily there are five elements influencing the

buying decision at the point of purchase, 1. look of package, 2. point ofpurchase material, 3. retailers advice, 4. price, 5. quality,. on the basis of score

and given chart quality is the most important factor who influence the buying

decisions of consumer and price, or look of package scored less than quality

so these are the less important factors who influence the purchase decision of

buyers and other on the basis of given score we can interpret that point of

purchase material, and retailers advice are not influence the purchase decision

of the customers.


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Table 12. what type of product category packaging you like most:-

ItemNo ofrespon

dent

RankItem

1 2 3 4 56 7

Tosco

Cosmetics 100 No. ofresponse

25 40 20 10 - - 5 56

Weight age 7 6 5 4 3 2 1

Score 175 240 100 40 - - 5

FMCG 100No. of

response30 5 35 20 5 5 - 52

Weight age 7 6 5 4 3 2 1

Score 210 30 175 80 15 10 -

Medicine 100No. of

response20 20 15 15 5 10 15 44

Weight age 7 6 5 4 3 2 1

Score 140 120 75 60 15 20 15

Foodproducts

100No. of

response10 30 25 15 5 10 5 47

Weight age 7 6 5 4 3 2 1

Score 70 180 125 60 15 20 5

Highinvolveme

nt goods

100 No. ofresponse

5 - - 10 45 25 15 27

Weight age 7 6 5 4 3 2 1

Score 35 - - 40 135 50 15

Engineeri

ng goods100

No. of

response5 - - 10 25 20 40 23

Weight age 7 6 5 4 3 2 1

Score 35 - - 40 75 40 40

Whitegoods

100 No. ofresponse

5 - 5 15 20 30 25 26

Weight age 7 6 5 4 3 2 1

Score 35 - 25 60 60 60 25


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Chart

560520

445 475

275230 265

0

100

200

300

400

500

600

Cosmetics

FMCG

Medicine

Food

products

High

involvement

goods

Engineering

goods

White

goods

Industry

Score

All consumer products have been divided into seven product categories.

Respondent were asked to rank the package of the product categories in order

their liking.

To see the chart and score of responses, package of cosmetic product is the

most liked by buyers, FMCG, medicine and food product are second one whosepackage is liked by buyers. High involvement goods, engineering goods, and

white goods having less score then prior so these products package is not liked

buy the buyers. So marketer has to make some effective changes in the package

of high involvement goods, engineering goods and white goods.


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Table 13. what type of packaging element influence you to liking the package:-

Item

No of

respondent

Rank

Item

12 3 4 5

Total

score

Packaging

material100

No. of

response45 15 10 15 15 360


Score 225 60 30 30 15

Color of

package100

No. of

response20 20 10 45 5 305


Score 100 80 30 90 5

Design ofpackage

100No. of

response20 35 30 10 5 355


Score 100 140 90 20 5

Size ofpackage

100No. of

response5 25 20 20 30 255


Score 25 100 60 40 30

Graphics

on package100

No. of

response10 5 30 10 45

225


Score 50 20 90 20 45


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0

100

200

300

400

Packaging

material

Color of

package

Design of

package

Size of

package

Graphics

on

package

Packaging component

Sc

ore

Series1

The above table shows that on the basis of given graph and scored table we find

that packaging material, color of package and design of package are the most

influenced elements who influence the liking of package. Size of package and

graphics of package having fewer score than other so these are less influencing

elements of package.


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Table 14. There is various function of packaging give rank your liking pattern:-

Item

No

of

resp

ondent

Rank

Item

1 2 3 4 5 6 7 8 9Total

score

Identification

No. of

response15 5 20 5 10 15 10 15 5 520

Weight age 9 8 7 6 5 4 3 2 1

Score 135 40 140 30 50 60 30 30 5

Protection 100No. of

response35 15 5 25 10 - 5 - 5 690

Weight age 9 8 7 6 5 4 3 2 1

Score 315 120 35 150 50 - 15 - 5

Handling 100 No. ofresponse 5 25 15 5 15 20 15 - - 580Weight age 9 8 7 6 5 4 3 2 1

Score 45 200 105 30 75 80 45 - -

Storage 100No. of

response5 10 30 10 15 5 - 15 10 430

Weight age 9 8 7 6 5 4 3 2 1

Score 45 80 210 60 75 20 - 30 10

Preservation 100No. of

response20 25 5 10 10 - 15 15 - 590

Weight age 9 8 7 6 5 4 3 2 1

Score 180 200 35 60 50 - 45 30 -Transportati

on100

No. of

response5 - 15 15 10 15 20 10 10 340

Weight age 9 8 7 6 5 4 3 2 1

Score 45 - 105 90 50 60 60 20 10

Security 100No. of

response5 5 5 30 5 30 5 10 5 485

Weight age 9 8 7 6 5 4 3 2 1

Score 45 40 35 180 25 120 15 20 5

Promotion 100No. of

response

5 5 5 - 20 10 15 15 25 360

Weight age 9 8 7 6 5 4 3 2 1

Score 45 40 35 - 100 40 45 30 25

Information 100No. of

response5 10 - - 5 5 15 20 40 295

Weight age 9 8 7 6 5 4 3 2 1

Score 45 80 - - 25 20 45 40 40


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520690

580430

590

340485

360 295

0100200300

400500600700800

Iden

tifica

tion

Protec

tion

Hand

ling

Storag

e

Pres

erva

tion

Tran

sportatio

n

Secu

rity

Prom

otion

Inform

ation

Functions

S

core

Series1

The above table shows that out of nine functions of package identified through

literature reviews, protection and preservation of product is considered the

most important on the basis of given score and handling, identification security

and storage are the second important function of packaging. Promotion,

transportation and information got fewer score than the other function so these

are the less important function of packaging on the basis of my researchs

findings. Or given chart or table


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4. FINDING

This study bring out that till recently packaging was expected only to

hold the product together, is no more considered so. Now it has acquired the

position of a strong member of the marketing team. Today marketing strategies

are revolving around packaging. it has started attracting the services of experts

of different field. Today majority of buying decision are impulsive and made at

point of purchase. There package is the most important element to influence

buying decision.

Package has become more important than POP material and retailers

advice at the place of purchase. it becomes all the more important in case of

marketing of cosmetics, food products, medicine and FMCGs as people give

due weight to package while buying product of these categories. Packaging

material, color and design are very important aspects of package in influencing

consumers. People claim that protection, handling, preservation, storage and

identification are the most important function which package is expected toperform perfectly to gain consumer loyalty.

It has been found that customers like the packaging where cloth, paper,

aluminum foil are used. So it is also harmless to environment. It has

also been found that packaging used for protection, identification

beautifications.

Marketers reconsidered to be serious about packaging and they can

increase their sales by providing better packaging.

Package has a close relation with the quality of product and good


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packaged product are considered to be a better quality product by

customer

Packaging is considered an important part of product but during survey I

found that it will increase the cost of the product.

Packaging is considered as an environment hazard and to preserve the

plant, it is necessary to minimize the amount of packaging used.

Packaging is considered the impact on the purchasing decision the

customer. It is helps marketing mix strategy. It is the important part of

product. It is not adds value to the product but also helps to maintain

product quality and product differentiation.

Respondents are much conscious about labels and seal on package but

want more information on labels like percentage of ingredients and

information about multinational value of product.


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5. SUGGESTIONS

Consequences of product should be written on package.

Standardization must be made compulsory for packaging for all products.

Butter cake packaging should be improved to handle during summer.

Packaging of ketchup bottles should be improved to avoid wastage of

little quantity left at the end.

Milk packets should be made easy to handle.

During my study I found that the package of high involvement goods,

engineering goods and white goods are not liked by the customers so

marketer has to make some changes in the packaging of these goods.


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6. BIBILIOGRAPHY

Magazines:

Packaging India, and other management magazines

Journals andResearchs reviews

Dr. kundu subhash c., and Sedhrawet, Mahaver, Impact of Packaging on

consumer behaviour, the indial journal of commerce, vol. 55 No. 1 & 2 january-june 2002.

Internet:

Google.com, khoj.com, sifysearch engine

Internet journals

Books:

Philip Kotler Marketing Management

Gandhi Elements of Marketing


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CONTENTS

1. Introduction

1.1 Meaning of Packaging

1.2 Function of Packaging

1.3 Policies and Strategies of Packaging

1.4 Type of Packaging

1.5 Importance in Marketing

1.6 Consumer Behaviour

1.7 Company Profiles

2. Research Methodology

2.1 Research Methodology

2.2 Nature of the Study

2.3 Objective of the study

2.4 Research planning

2.5 Sampling plan

2.6 Survey Methodology

2.7 Limitation of the study

3. Analysis & Interpretation

4. Findings

5. Suggestions

a study on the impact of packging on purchasing decision of

Documents