Based on your group research, take the same topic and make a resea.docx

Based on your group research, take the same topic and make a
research using quantitative method. This is individual research
Research Grading Rubric (only guide for you).
As you write, use this rubric as an outline for your final project
Score achieved.
Possible score
Specific Comments and Feedback
Section and Quality Indicators
1
Cover Page Formatted correctly
4
Abstract
A. Describes the research problem and why it is important
B. States research purpose
C. Summarizes research question(s)

D. Briefly describes the research design, methods and data
analysis procedures
10
Section I: Introduction
1. Clearly demonstrates the significance of problem and
worthiness of the study.
2. A summary of the problem is well articulated and
substantiates the study with references to more detailed
discussions in Section 2.
3. The problem statement describes the need for increased
understanding about the issue to be studied.
4. The nature of the study, specific research questions, and
research objectives are briefly and clearly described. Reference
is made to more detailed discussions in Section 3.
5. The purpose of the study is described in a logical, explicit
manner.
6. The conceptual framework shows which ideas from the

contemporary scholarship support/justify the research being
conducted
7. Key terms are operationally defined
8. Assumptions, Limitations, Scope, and Delimitations provide
descriptions of:
A. Facts assumed to be true but not verified
B. Potential weaknesses of the study
C. The bounds of the study
9. The Significance of the Study is described in terms of:
A. How the study can be applied to the local problem
B. Professional application
C. Positive social change (improvement of human or social
conditions by promoting the worth, dignity, and development of
individuals, communities, organizations, institutions, cultures,
or societies)
10. Section I ends with a transition statement that contains a
summary or key points of the study and an overview of the
content of the remaining sections in the study.
20
Section II: Literature Review

1. There is an introduction that describes:
A. The content of the review the review
B. The organization of the review
C. The strategy used for searching the literature
2. The review of related research and literature is clearly related
to the problem statement as expressed in the research questions
and objectives
3. The review of the related research and literature includes:
A. Comparisons/contrasts of different points of view of
different research outcomes
B. The relationship of the study to the previous empirical
research that has come before it
4. The review contains concise summaries of literatures that
help
A. Define the most important aspects of the study;
B. Substantiate the rationale of conceptual framework for the
study
5. There is a literature based description of the potential themes
and perceptions explored in the study

7. Literature related to the research method is reviewed
8. Literature related to the use of differing methodologies to
investigating the outcomes of interest is reviewed
9. The review is an integrated, critical essay on the most
relevant and current published knowledge on the topic. The
review is organized around major themes.
20
Section III. Research Method – Quantitative Studies
1. Introduction includes a clear outline of the major areas of the
section
2. Research Design and approach
A. Includes a description of the research design and approach.
B. Provides justification for using the design and approach.
C. Derives logically from the problem or issue statement.

3. Setting and Sample
A. Describes the population from which the sample will be or
was drawn.
B. Describes and defends the sampling method including the
sampling frame used.
C. Describes and defends the sample size.
D. Describes the eligibility criteria for study participants.
E. Describes characteristics of the selected sample.
4. If a treatment is used, it is described clearly and in detail.
5. Instrumentation and Materials
A. Presents descriptions of instrumentation or data collection
tools to include: name of instrument; type of instrument;
concepts measured by instrument; how scores are calculated and
their meaning; processes for assessment of reliability and
validity of the instrument(s); processes needed to complete
instruments by participants; where raw data are or will be
available (appendices, tables, or by request from the
researcher).
B. Includes a detailed description of data that comprise each
variable in the study.
6. Data Collection and Analysis
A. Includes an explanation of descriptive and/or inferential
analyses used in the study, such as: nature of the scale for each
variable; statements of hypotheses related to each research

question; description of parametric, nonparametric, or
descriptive analytical tools used; and description of data
collection processes.
B. Description of any pilot study results, if applicable.
7. Measures taken from protection of participants’ rights are
summarized. The Role of the Researcher in the data collection
and data analysis procedures is described. The role of the
researcher is described in terms of past/current professional
roles at the setting, past/current professional relationships with
the participants, how these past/current roles and relationships
are likely to affect data collection.
20
Section 4: Findings – Quantitative Studies
1. Section 4 is structured around the research questions and/or
hypotheses addressed in the study, reporting findings related to
each.
2. Research tools:
A. Data collection instruments have been used correctly.
B. Measures obtained are reported clearly, following standard
procedures.
C. Adjustments or revisions to the use of standardized research
instruments have been justified, consistent with standard
practices, and any effects or limitations on the interpretation of
findings are clearly described.

3. Overall, data analysis (presentation, interpretation,
explanation) is consistent with the research questions or
hypotheses and underlying theoretical/conceptual framework of
the study.
4. Data analyses
A. logically and sequentially address all research questions or
hypotheses.
B. where appropriate, outcomes of hypothesis-testing
procedures are clearly reported (e.g., findings support or fail to
support....).
C. do not contain any evident statistical errors.
5. Tables and Figures
A. are as self-descriptive as possible, informative, formatted to
conform to standard dissertation styles.
B. are directly related to and referred to within the narrative
text included in the section.
C. have immediately adjacent comments.
D. are properly identified (titled or captioned).
E. show copyright permission (if not in the public domain).
6. The comments on findings address observed consistencies
and inconsistencies and discuss possible alternate
interpretations.

7. In a concluding section of Section 4, outcomes are logically
and systematically summarized and interpreted in relation to
their importance to the research questions and hypotheses.
20
Section 5: Discussion
1. The section begins with a brief Overview of why and how the
study was done, reviewing the questions or issues being
addressed and a brief summary of the findings
2. The Interpretation of Findings
A. includes conclusions that address all of the research
questions,
B. contains references to outcomes in Section 4,
C. covers all the data,
D. is bounded by the evidence collected, and
E. relates the findings to a larger body of literature on the topic,
including the conceptual/theoretical framework,
F. includes a discussion of the practical applications of the
findings.
3. The Implications for Social Change are clearly grounded in
the significance section of Section 1 and outcomes presented in
Section 4. The implications are expressed in terms of tangible

improvements to individuals, communities, organizations,
institutions, cultures, or societies.
4. Recommendations for Action.
A. should flow logically from the conclusions and
B. state who needs to pay attention to the results, and
C. indicate how the results might be disseminated.
5. Recommendations for Further Study point to topics that need
closer examination and may generate a new round of questions.
7. The work closes with a strong concluding statement making
the “take-home message” clear to the reader
5
General Comments: Applies to the Entire Manuscript
Writing Style and Composition:
The research study is written in scholarly language (accurate,
balanced, objective, and tentative). The writing is clear, precise,
and avoids redundancy. Statements are specific and topical

sentences are established for paragraphs. The flow of words is
smooth and comprehensible. Bridges are established between
ideas.
Organization and Form
The research study
A. is logically and comprehensively organized, using
subheadings where appropriate.
B. has a professional, scholarly appearance.
C. is written with correct grammar, punctuation, and spelling.
D. includes citations for the following: direct quotations,
paraphrasing, facts, and references to research studies.
E. in-text citations are found in the reference list.
The Effect of Packaging on Consumers Perception
(QUALITATIVE METHOD)
Abstract
Packaging is essential in attracting consumers attention towards
a product. It is an effective way that encourages consumers to
make instant purchases.For this research paper, the researchers
are conducting a study titled “ The Effect of Packaging on
Consumers perception”. The researchers are willing to find by
the end of the research the different factors that encourages
consumers to buy a specific product and how does packaging
affect their decision. To do so, the researches will conduct a

qualitative research to have a better understanding of how
consumers think as well as their perception about the
importance of product packaging.
Introduction
Product packaging is a great factor in determining whether
consumers buy a product or not. Packagings usually attract
consumers to actually grab the product and use their senses to
touch and feel the product which ultimately increases their
purchasing power. Research have shown that more than 50% of
consumers purchases are instant and unplanned, this is caused
due to the in-store stimuli which have a direct impact on their
decision making process. Marketers and businesses nowadays
are emphasizing on the importance of packaging and in-store
storing since it is considered an effective way of advertising
and promotes instant purchases.
Throughout the study ,the researchers will be collecting both
secondary and primary data. The methodology used by the
researchers will also be clearly stated and the research will be
concluded with some discussions and recommendations.
Literature Review
In today’s world, packaging is playing such an important role in
our everyday purchases. As technology rapidly grow the
production of products also increases which pushes marketers to
distinguish their products in the market from other products.
Most marketers or corporations tend to differentiate their
products by adding value for their consumers. In this regard,
marketers add value by their packaging strategy since it's an
important factor that consumers look for. From consumers point
of view, packaging has several benefits. It eases the
consumption as well as the handling process. It has been said
that packaging affect the decision making process when
purchasing not only a product but food as well.

In food, packaging plays an important role in providing
information about the product as well as the brand image and
quality. Recent changes in lifestyle , empowered consumers to
learn and differentiate more about healthy and unhealthy
choices which forced many marketers to improve packaging
designs or even create new ones. Moreover, It is very important
for marketers to understand consumers’ new perception about
food and their expectations about packaging in order to deliver
the most desired packaging for them.
Unlike other products, food is a complex process that requires
different factor including sensory and non sensory
characteristics. Nowadays, non sensory characteristics along
with the sensory characteristics plays a really important factor
due to fast marketing developments. Non sensory characteristics
such as packaging and pricing is also an important factor in
determining consumers purchase decision for food. In today's’
world, packaging is not only the container anymore that
facilitates the product transportation it is also essential in
attracting and influencing consumers purchase decision. For
example, in self service food retailing, the last chance for
attracting consumers is the packaging. Since many different
products are available, the product must be differentiated
properly in the market with a well designed packaging that
communicates the products’ benefit to consumers. Moreover,
the nutrition facts and calories became one of the most
important factors when determining whether to purchase an item
or not. (A.Eldesouky, A.F.Pulido, & F.J.Mesias, 2015)
According to the study by Vila (2006),packaging plays a big
role in influencing the perceptions and attitudes of consumers
towards a product. Consumer perceptions on a product also play
the role of guiding companies and inspiring strategies. It is due
to this ability that companies should understand the perceptions
of their consumers to determine the type of product packaging.
The article Vila (2006)is, therefore, an experimentation-based

empirical research carried out to help in the understanding of
the role of various packaging elements such as color,
typography, shape, image among others in determining
consumer product positioning in the mind. The study took part
in two phases, carried out on a sample size of forty six
customers who were presented with products with simulated
packaging. The selected seven product-positioning strategies
were presented to the consumers and consumers asked to choose
the product that best fit the graphic variables description.
The results from the study helped to understand the role of each
packaging element in determining consumer perception. By use
of multidimensional scaling, it proves that every positioning
strategy has its set of packaging elements that influence it and
consumers’ perceptions on a product are highly influenced by
packaging. The findings of this study should, therefore, act as a
guide to package designers. Accordingly, the right product
package design should be a representation of the consumers’
mind positions about the product, and this can only be achieved
when the designer understands consumer perceptions. Packaging
has the great ability for differentiation of products and
formations of identity thus largely influence consumer
perceptions and behavior.
Another study by Steenkamp & Gielens (2003) states that there
are various market factors that determine the way consumers
make decisions to purchase certain products and leave others.
According to the authors, it is the impact of such factors that
determine the adoption decision and shape consumer behavior.
The term adoption in this study refers to the first time purchase,
which is commonly seen as high risk due to lower product
knowledge associated with it. The changes in the market factor,
thus play a role in the continuous changes experienced in
consumer purchase habits and this highlights the importance of
understanding market factors and their way of influencing
consumer behavior.
To avoid bias, the study also looks in the major effects of the
new products in market and interaction on the trial probability

of the products. The methodology involves a systematic
examination of the collected data using theory based hypothesis
that depends on understanding and explanation. The considered
factors particularly informing the consumer trial probability of
new products is determined empirically through generalizations
allowed within the Consumer Packaged Goods domain. The
results of the study support that consumer dispositions and
market factors influence consumer adoption behavior.
Furthermore, the major factors influencing trial probability over
a large number of CPGs is the innovativeness, consumer
dispositions and susceptibility of consumer to normative
impudence. Empirical prediction indicates that the consumer
disposition to purchase new products marketing communication
and the marketed characteristics of the product which keeps
varying with time. Market factors and marketed product
variables thus play a larger role in determining consumer
dispositions.
The fourth study by Ahmed & Parmar (2014) ascertain that
many organizations in the current market utilize packaging as a
marketing tool for sales promotion because the type and manner
of packaging contains the ability to stimulate buying impulses
from the buyer in such a way that it triggers impulse buying.
The article describes packaging as a marketing method on its
own and insists on its ability to increase sales, enlarge market
share and ultimately reduce promotional and market costs. The
article, therefore, is a study to determine the ways in which
product packaging and packaging elements has an impact on
various aspects of consumer factors. Various aspects of
consumers and their behavior were put into consideration such
aspects include the buying behavior, consumer adoption
decision and purchase behavior and to identify the major
elements, to highlighted in packaging and design. Thus, the
study is empirical and determines the main features influencing
on consumers’ choice in the market where multiple and
different choices of product exist.
The study results show that Packaging as a whole plays a huge

role in influencing consumer behavior and purchase decision.
However, different packaging elements affect consumer
purchase decision differently and this further places more
emphasis on type of packaging used in regard to design of
packaging wrapper, color, type of packaging material and
innovation as the most important factors to consider. These
factors were found to be the major determinants of consumers’
disposition, product positioning and buying decision.
As for the last study which is by Dantas, Minim, Deliza, &
Puschmann (2004), the authors agreed that packaging plays a
vital role in determining and influencing the intentions of a
consumer to buy. According to them, packaging is likely the
first contact existing between consumer and the product.
Therefore, packaging plays a fundamental role on consumers’
intention to purchase as it may be the first visual contact
between the consumer and the product. The presentationof
packaging elements such as color, packaging wrapper among
others of the product that predispose the consumer and trigger
sensory impulses that lead to impulse buying. The quality of
sensory triggers determines consumer perception and repetitive
purchase behavior. The study entails experimentation conducted
on a “Focus Group” with the aim of obtaining information on
the attitudes, thoughts, opinions and concepts that inform a
consumer choice on minimally processed products.
The results of the study indicated that the packaging elements
such as color have greater influence on the perception of the
consumer. Also in the study, one particular color- green
received much preference from the customers while heavy
decorations and excessive instructions and information about
the product on the packaging material received less preference.
The article thus supports the idea that packaging is the most
important aspect in marketing and should be used to inform the
packaging designers. The article also indicates that packaging
that attracts customers emphasize on the visual elements and the
ability to trigger customer impulses to consider purchasing the
product. In this regard, the pack must communicate the message

in a very short period of time and at the same time convince the
consumer to buy.
From the ideas presented in the articles, packaging occurs to be
the ultimate marketing tool because it highly influences
consumer perceptions and purchasing decisions. This indicates
the important role of packaging designers in influencing
consumer behavior. In essence, packaging should be done in a
way that it creates the perceptions of a consumer, fulfil
consumer expectations and at the same time influence formation
of a repetitive purchase behavior for the consumer.
Methodology
As mentioned above, the research strategy used by the
researchers to conduct the study is purely qualitative. A
qualitative research is mainly used to have an in- depth
understanding of the phenomenon. A qualitative research is an
exploratory research that helps the researchers to get a deeper
understanding of the problem. As for the methods, qualitative
research can be done through interviews, focus groups or
observation. The researchers will undergo a face to face
interview with 5 different participants in order to explore more
and get different views. This will allow the researchers to
obtain an accurate findings and avoid bias results.
As for the questions, the researchers will obtain a structured
interview with the participants in order to cover all the
objectives of the research. However, during the interview
researchers might add additional question and exclude some.
Sampling techniques
For the sampling technique and since the researchers are
conducting a purely qualitative research, the most applicable
type of sampling in this case would be the convenience
sampling.
Convenience sampling technique is a non probability type of a

sampling techniques that depends on the availability of the
participants to be part of the study. The researchers will conduct
the face to face interview with the 5 different participants
conveniently to understand consumers perception about the
topic.
Ethical considerations
The researchers will follow the “No Harm Rule”to ensure that
the participants are not exposed to any form of harm including
emotional, physical and mental harm. This will be done by
using a consent form which clearly states and explains to the
participant the purpose of the research. Furthermore, the
researchers will ensure anonymity and confidentiality to all
participants by avoiding leading questions and other personal
questions, such as name and location. To ensure the validity of
the questions, the researchers will pilot test the questions on
individuals to make sure that respondents won’t experience any
difficulties while answering the questions. This will also help
researchers to change or restructure some ambiguous or
misleading questions.
Research limitations
The researchers couldn’t interview more than 5 participants due
to time constraints. Also, interviews were mainly done with
female participants between the age of 17- 26.
Research question
Q1. How important is the packaging of the product to you ?
Q2. What’s the main thing you look for when purchasing a new
product?
Q3. What attracts you to the product through the packaging
(shape, color, font)
Q4. When do you mostly care about the packaging?
Data Analysis

Participant 1:
The first participant explained that packaging is one of the most
important attributes that attracts her while purchasing a product.
Her facial expressions and body language clearly described how
packaging is important to her. Also, she said that when buying a
product that she knows nothing about, packaging in terms of
size and look grabs her attention the most. The participant said
packaging matters to her , however, she pays more attention to
the packaging of a product when its for gifting. She said that
when she wants to gift her friends, family or relatives ,
packaging matters more than the product itself. The color, size
and the wrapping of the product itself encourage her to get the
product since it will appeal more to person she is gifting.
Participant 2:
The second participant stated that packaging is very important
to her since it represents the professionality of the product. She
said she wouldn’t give the product a chance if it’s packaging
was bad and she normally doesn’t likes to try new brands, in
makeup for example, but would give it a chance if the
packaging did grab her attention. The main thing she looks
when purchasing a new product, other than it’s good packaging
as stated before, is the quality and ratings from other consumers
and the way they describe it, and if there’s any guarantees if it
was an electronic service. The participant explained that what
attracts her the most through the packaging is if it’s simple and
linked with the main theme of the product, not too sophisticated
that she feels that she doesn’t want to open it, also practical and
can be recycled. Lastly, she clarified that she mostly cares
about the packaging if she wants the product as a gift or if it
was from a famous brand.
As for the third participant, She demonstrated that packaging is
as important as the product itself when purchasing. She justified
that the packaging gives value to the product, so it’s important
to her to have a high quality packaging. Moreover, she stated
that the first thing that attracts her when purchasing a new

product and the thing she looks for is the design and creativity
of the packaging itself with the name of the brand and it’s logo.
She said everything is ofcourse important but the color plays a
big role in attracting her and most consumers, which makes her
remember the brand because of the colors they use. She said she
honestly cares about the packaging all the time because it what
mostly excites her when buying a certain or new product, so it
has a huge effect on her.
The fourth participant thought the topic was really interesting,
since she has a shop that serves flowers, wrappings and balloons
etc. She explained that most of her clients usually come to the
shop looking for the best wrappings for their products.The
participants said that most of her consumers always tell her how
important the outer look of the product is. Moreover, she clearly
stated that for her, packaging is more important than the product
sometimes. She believes that the design, color and size of a
product is capable of delivering the right message to the
customer. All of sudden, she started describing the last gift she
brought her mom and how packaging played an important role
in her purchase decision. She explained that when purchasing
the perfume all what mattered at that time was how it looks as
well as the size of it.
However, the last participant thought that packaging matters but
not all the time. She started explaining that marketers shouldn’t
spend a lot on the packaging, she had a completely different
view compared to the other 4 participants. She said that what
matters the most is the quality of the product and its
functionality. From her perspective, she sees that packaging
shouldn’t be the main concern of marketers and
consumers.However, she ended the interview by saying
sometimes I get attracted to how the product looks ,but it's not
what makes me buy a specific product.

Findings
Based on the interviews and answers that was done and
mentioned above in our research,we noticed that the majority
thought that packaging is an essential element when purchasing
a product. Different factors of packaging were determined while
conducting the interviews. The first factor was “Gifting”, which
clarified how some consumers focus on the packaging more
when it’s something that will be gifted to someone, so even if
the product was tested or used before and had a positive
outcome, they would still reconsider getting another one that
has a more attractive design and packaging especially if it
contains the information needed to know more about the product
,since some packaging stand out as the design but doesn’t really
include enough information to excite the consumers to go for it.
Simple mistakes differ in the selling point.
Another factor that was determined was the “Color”. Some
participants mentioned on how it’s very important to them since
it helps them differentiate their favorite brands, which does
really catch their interest and attention. Example, when one
thinks of the color tiffany and white, some would directly think
of the brand “Tiffany”, which helps many, not only them,
remember the brand by this way, which definitely makes it
stand out with their competitors and make it what it is today, a
successful brand.
Third factor is“Recycling”, some participants care and would
pay more attention if the packaging can be recycled, because
most of them prefer to use eco-friendly products. When we
researched, we also found out that 65% of the consumers
globally always or mostlyrecycle product packaging, so this
factor surprisingly plays a big role too.
The fourth and last factor was the “Label”, because some do

value label in the products since it’s an east way to get
information about the product in store, its origin, content,
usage, and so on. It’s important for them because it shows them
the price, quantity, the product’s features and helps them to
understand more about the product like mentioned above.
So overall, packaging does represents a good means of
marketing communications towards those consumers, because
they value the elements that are represented on the package.
Conclusions and recommendations
To conclude, the results of this research on the role and effect
of product packaging on consumers showed the importance of
packaging on consumers decision making. It’s clear that the
package can be a selling point for a lot of consumers based on
this research and in what we’re noticing around too in real life,
by of course delivering quality and by reflecting this product’s
brand image. Lastly, packaging designs not only attract
consumers ,but also change their perception about a product
compared to its competitors. Moreover, it clearly shows that it
is one of the most important tool in marketing. Any businesses
with weak packaging should consider changing their design and
outer look into a more creative, eye-catching elements that can
be done through the color, design, font, and other branding
elements. Furthermore, packaging not only attracts existing
customers , it's also powerful in grabbing the attention of new
customers. The overall branding strategies of a brand help
marketers to create customer based brand equity.
References
Ahmed, R. R., & Parmar, V. (2014). Impact of Product

Packaging on Consumer's Buying Behavior. European Journal of
Scientific Research 122(2), 125-134.
Dantas, M. I., Minim, V. P., Deliza, R., & Puschmann, R.
(2004). The Effect of Packaging on the Perception of Minimally
Processed Products. Journal of International Food &
Agribusiness Marketing, 71-73.
Steenkamp, J.-B. E., & Gielens, K. (2003). Consumer and
Market Drivers of the Trial Probability of New Consumer
Packaged Goods. Journal of Consumer Research 30, 368-384.
Vila, O. A. (2006). Consumer perceptions of product packaging.
Journal of Consumer Marketing 23(2), 100 - 112.
A.Eldesouky, A.F.Pulido, & F.J.Mesias. (2015, June 29). the
role of packaging and presentation format in consumers’
preferences for food: an application of projective techniques.
journal of sensory studies.

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