This document studies the effects of frequency of packaging changes on consumer brand preferences for fast-moving consumer goods (FMCG). An experiment was conducted using four shampoo brands where the packaging of one brand remained constant while the other three brands' packaging was changed once, twice, and three times. 150 respondents recorded their brand choices over four trials. The results showed that brands with more frequent packaging changes had higher average selections. This supports the hypothesis that increased frequency of FMCG packaging changes positively impacts consumers' brand perceptions. The conclusion is that FMCG brands should frequently change their packaging to increase sales relative to competitors.

1. The Effects of Frequency of FMCG
Packaging Change on Consumers’
Perceptual Choice for Brands
Faizan Amin Kapadia
Ghulam Mustafa
Muhammad Noman
Hafiz S.M Azfar

2. Introduction
Variables Involved:
1. Frequency of FMCG Packaging Change
2. Consumers’ Perceptual Choice for Brands

3. Continued…
Fast Moving Consumer Goods
Impact of Packaging in FMCG

4. Problem Statement
To Study the Effects of Frequency of FMCG
Packaging Change on Consumers’ Perceptual
Choice for Brands

5. Hypothesis
There is an effect of frequency of FMCG
packaging change on Consumer perceptual
choice for brands.

6. Method of data collection
Experiment:
Four brands of shampoos used:
1. Next,
2. Dark,
3. Simmon’s
4. Clarke’s

7. Continued…
The respondents had to make choices on
four instances among the four brands. The
packaging of the brand “Next” was kept
constant on all instances whereas the
packaging of brands “Dark”, “Simmon’s” and
“Clarke’s” was changed once, twice and
thrice respectively and the choices of the
respondents were recorded.

8. Sampling Technique:
Convenience sampling
Sample Size:
The sample size was 150 respondents which
includes both male and female.

9. Instrument of Data Collection
The participatory observation was taken
as instrument of data collection.
This technique is used for Collecting
data with different people participate
on it from different background.

10. Research Model
FREQUENCY
OF FMCG
PACKAGING
CHANGE
CONSUMERS’
PERCEPTUAL
CHOICES FOR
BRANDS

11. Statistical Technique
1. Mean Difference
2. Standard Deviation of sample.

12. RESULTS
Selection
N Mean Std. deviation
0 147 .8367 0.7941
1 147 .9728 0.8754
2 147 1.1088 0.9075
3 147 1.0816 0.9104
total 588 1.0000 0.8775
The first Columns shows the frequency of packaging Change, Where
0 = No Change in Packaging throughout the experiment, brand: Next
1 = Packaging Changed Once, brand: Dark
2 = Packaging Changed Twice, brand: Simmon’s
3 = Packaging Changed Thrice, brand: Clarke’s

13. Hypotheses Assessment
The hypothesis is accepted as can be seen in the
above output generated on the SPSS Mean
Difference and Standard Deviation that greater
frequency has higher selections.

14. CONCLUSION
From the above we can conclude that there is
a positive relation between the Frequency of
Packaging Change and the Consumers’
Perceptual Choice in the FMCG Sector. It is
noted from our analysis that the brands with
more frequent changes in the packaging have
got better consumer response and are selected
by more respondents as compared to those
with the low frequency. So, it is advisable for
the brands to change their packaging on a
frequent basis to get more sales as compared
to other brands.