A

RESEARCH PROJECT REPORT

ON

“ A STUDY ON THE IMPACT OF PACKGING

ON PURCHASING DECISION OF THE
CUSTOMER ”
Submitted in Fulfillment of the Completion for the Degree of
MASTER OF BUSINESS ADMINISTRATION
Session 2005-2006

Supervised by: Submitted by:

Miss Gunjan Bhavnesh
Lecturer MBA (Marketing)
ODM HISAR Roll No 05061114055

DIRECTORATE OF DISTANCE EDUCATION

GURU JAMBHESHWAR UNIVERSITY OF
SCIENCE AND TECHNOLOGY
HISAR-125001 (HARYANA)
 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)
 DECLARATION

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)
 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 won’t 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)
 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 a
unique 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.
 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 a
product 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.
 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.
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 product’s package”. A product’s 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 consumer’s 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.
 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 consumer’s 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 retailer’s 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
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.
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
 repeat and replacement purchases.
(e) It promotes product at the point of purchases and triggers impulse
buying.

1.3 POLICIES AND STRATEGIES OF PACKAGING

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 management’s 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.
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.
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.
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 of
change, 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
retailer’s advice at the place of purchase. It becomes all the more important in
case of marketing of cosmetics, food products, medicines and FMCG’s 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.
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 can
exact 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
• Company’s 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.
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

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 customer’s
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
less inventory and only purchase quantities based on need. This will free up the
customer’s cash flow and have them integrate with us as a supply solution.

Bhoomi Enterprise
Bhoomi Enterprise, providing `packaging solutions` for more than a decade
was conceived by Mr. Mohan Patel was established in 2000 as a first step for
manufacturing corrugated board, boxes and accessories mainly like Kraft Paper
& Bops Taper to cater to the needs of surrounding industries engaged in
manufacturing Engineering and automobile spare parts and pharma products.
Here at Bhoomi Enterprise, we buy the paper, corrugate it into a sheet and turn
that into a finished box as efficiently as humanly possible at our factory
Reliance Packaging Industry located in Shaper (Veraval) one of the major
industrial area in Saurashtra. Our commitment to service is legendary. Our 20-
year history and experience is unequaled. No one is better equipped in
Saurashtra to handle volume-corrugated production with an emphasis on
service, quality, and design.

Serving the packaging needs of industrial and retail manufacturers requires

quality, versatility and commitment - three factors which have made Bhoomi
Enterprise one of the well-respected names in the corrugated business.
Through a combination of experienced people and extensive facilities, our
corrugated packaging capabilities range from basic brown shipping boxes to
attractive, four color retail displays. The growing number of orders and
different approaches of each box maker to solving similar problems gave
Bhoomi Enterprise the opportunity to familiarize and stimulate its incentive
genius. Bhoomi Enterprise has earned the prestigious National Award for
Excellent quality. Bhoomi Enterprise today is recognized as a Symbol for
quality performance and excellence. The group’s 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 customer’s 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
 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
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.
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.
• 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.
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.
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.
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
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.
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.
 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.
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.
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.
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

1 5
No of 2 3 4
Item Strongly Strongly
respondent Agree Neutral Disagree
agree disagree
No.of
80` 20 - - -
response
100
Percentage 80% 20% - - -
Cumulative
80% 100%
frequency

90 80
80
70
Respondent

60
50
40
30 20
20
10 0 0 0
0
Strongly Agree Neutral Disagree Strongly
agree disagree
Scale

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
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 Item 1 2 3 4 5
respondent Strongly Agree Neutral Disagree Strongly
agree disagree
No. of 10 60 20 5 5
response
100
Percentage 10% 60% 20% 5% 5%
Cumulative 10 70 90 95 100
frequency

60
60
50
40
30 20
20 10
5 5
10
0
Strongly Agree NeutralDisagreeStrongly
agree disagree
Scales

The above table shows that the 100 respondents 60% 0f respondent are agree
that the packaging is the element of cost, 10% are strongly agree for that point
20% 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.
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.

1 5
No of 2 3 4
Item Strongly Strongly
respondent Agree Neutral Disagree
agree disagree
No.of
35 40 25 - -
response
100
Percentage 35 40 25 -- --
Cumulative
35 75 100
frequency

Strongly disagree
0

Disagree
0
Scale

Neutral
25

Agree
40

Strongly agree
35

0 10 20 30 40 50
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.
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

5
No. Of response 95

Percentage 95 5

Cumulative
95 100
frequency

No
5%

Yes
No

Yes
95%

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.
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.

Item Yes No
No of respondent

85 15
100 No. of response

Percentage 85 15

Cumulative
85 100
frequency

No
15%

Yes
No

Yes
85%

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
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.

Item Yes No
No of respondent

45
100 No. of response
55

Percentage 55 45

Cumulative
55 100
frequency

No
Yes
45% Yes
55% No

The table no.6 show that there different-different attitude regarding this
question.
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.
Table 7. Do you think the information provides on the label is adequate:-

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

Item Yes No
No of respondent

30
100 No.of response
70

Percentage 70 30

Cumulative
70 100
frequency

No
30%
Yes
No
Yes
70%

The table shows that the 70% people said yes the information provide on the
label is adequate only 30% people are said the information provide on the
packaging is not adequate.
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.
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.

Item Yes No
No of respondent

100 --
100 No.of response

Percentage 100 --

Cumulative
100 --
frequency

No
0%

Yes
No

Yes
100%

The table no.9 shows the 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
packaging:-

Region:
Region behind for asking this question to know that there purchasing
decision are effected by the packaging or not.

Item Yes No
No of respondent

10
100 No.of response
90

Percentage 90 10

Cumulative
90 100
frequency

No
10%

Yes
No

Yes
90%

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 the
packaging.
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 are
influence the customer.

No. Rank
of 1 2 3 4 5 Total
Item
respo score
ndent Item
Look of No. of
100 15 25 45 10 5 335
package response
Weight age 5 4 3 2 1
Score 75 100 135 20 5
Point of
No. of
purchase 100 10 10 5 40 35 220
response
material
Weight age 5 4 3 2 1
Score 50 40 15 80 35
Retailer’ No. of
100 - - 5 40 55 150
s advise response
Weight age 5 4 3 2 1
Score - - 15 80 55
No. of
Price 100 20 35 40 5 - 370
response
Weight age 5 4 3 2 1
Score 100 140 120 10 -
No. of
Quality 100 55 30 10 5 - 435
response
Weight age 5 4 3 2 1

Score 275 120 30 10 -

 500 435
335 370
400
Score
300 220
150 Series1
200
100
0

purchase
package

Retailer’s

Quality
Price
material
Look of

Point of

advise
Factors

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 of
purchase material, 3. retailer’s 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 retailer’s advice’ are not influence the purchase decision
of the customers.
Table 12. what type of product category packaging you like most:-

No of
Rank 1 2 3 4 5 Total
Item respon 6 7
Item score
dent
No. of
Cosmetics 100 25 40 20 10 - - 5 560
response
Weight age 7 6 5 4 3 2 1

Score 175 240 100 40 - - 5

No. of
FMCG 100 30 5 35 20 5 5 - 520
response
Weight age 7 6 5 4 3 2 1

Score 210 30 175 80 15 10 -

No. of
Medicine 100 20 20 15 15 5 10 15 445
response
Weight age 7 6 5 4 3 2 1
Score 140 120 75 60 15 20 15
Food No. of
100 10 30 25 15 5 10 5 475
products response
Weight age 7 6 5 4 3 2 1
Score 70 180 125 60 15 20 5
High
No. of
involveme 100 5 - - 10 45 25 15 275
response
nt goods
Weight age 7 6 5 4 3 2 1
Score 35 - - 40 135 50 15
Engineeri No. of
100 5 - - 10 25 20 40 230
ng goods response
Weight age 7 6 5 4 3 2 1
Score 35 - - 40 75 40 40
White No. of
100 5 - 5 15 20 30 25 265
goods response
Weight age 7 6 5 4 3 2 1

Score 35 - 25 60 60 60 25
Chart

600 560
520
445 475
500
400
Score

275 265
300 230
200
100
0

involvement
products
Cosmetics

Engineering
Medicine
FMCG

White
goods
Food

goods

goods
High
Industry

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

No of Rank
1 Total
Item responde 2 3 4 5
score
nt Item
Packaging No. of
100 45 15 10 15 15 360
material response
Weight age 5 4 3 2 1
Score 225 60 30 30 15
Color of No. of
100 20 20 10 45 5 305
package response
Weight age 5 4 3 2 1

Score 100 80 30 90 5
Design of No. of
100 20 35 30 10 5 355
package response
Weight age 5 4 3 2 1

Score 100 140 90 20 5

Size of No. of
100 5 25 20 20 30 255
package response
Weight age 5 4 3 2 1

Score 25 100 60 40 30
Graphics No. of
100 10 5 30 10 45
on package response 225

Weight age 5 4 3 2 1

Score 50 20 90 20 45
 400
300
Score

200 Series1
100
0
Packaging Color of Design of Size of Graphics
material package package package on
package
Packaging component

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

No
of Rank
Total
Item resp 1 2 3 4 5 6 7 8 9
score
onde Item
nt
Identificatio No. of
15 5 20 5 10 15 10 15 5 520
n response
Weight age 9 8 7 6 5 4 3 2 1
Score 135 40 140 30 50 60 30 30 5
No. of
Protection 100 35 15 5 25 10 - 5 - 5 690
response
Weight age 9 8 7 6 5 4 3 2 1
Score 315 120 35 150 50 - 15 - 5
No. of
Handling 100 5 25 15 5 15 20 15 - -
response 580
Weight age 9 8 7 6 5 4 3 2 1
Score 45 200 105 30 75 80 45 - -
No. of
Storage 100 5 10 30 10 15 5 - 15 10 430
response
Weight age 9 8 7 6 5 4 3 2 1
Score 45 80 210 60 75 20 - 30 10
No. of
Preservation 100 20 25 5 10 10 - 15 15 - 590
response
Weight age 9 8 7 6 5 4 3 2 1
Score 180 200 35 60 50 - 45 30 -
Transportati No. of
100 5 - 15 15 10 15 20 10 10 340
on response
Weight age 9 8 7 6 5 4 3 2 1
Score 45 - 105 90 50 60 60 20 10
No. of
Security 100 response
5 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
No. of
Promotion 100 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
No. of
Information 100 5 10 - - 5 5 15 20 40 295
response
Weight age 9 8 7 6 5 4 3 2 1
Score 45 80 - - 25 20 45 40 40
 800 690
700 520 580 590
Score 600 430 485
500 340 360 295
400 Series1
300
200
100
0

St ng
n

or n
Se on

n
rm n
om y
Ha on

Tr erv e
Pr tio

sp tio

Pr urit

io
o
g
li

ti

I n ot i
Pr ora
ti

at
nd
ica

a
ta
ec

c
ot
tif

fo
es
en

an
Id

Functions

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
 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 retailer’s
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 to
perform 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
 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.
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.
6. BIBILIOGRAPHY

Magazines:
Packaging India, and other management magazines

Journals andResearch’s 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”
 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
6. Bibliography