Impact of Packaging on Consumer Buying Behavior.

A
PROJECT REPORT
ON
“TO STUDY THE IMPACT OF PACKAGING ON CONSUMER
BUYING BEHAVIOUR FOR ANIMESH PACKAGING
INDUSTRIES.”
SUBMMITED TO
SAVITRIBAI PHULE PUNE UNIVERSITY
IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF
MASTERS DEGREE COURSE IN BUSINESS ADMINISTRATION
(M.B.A)
UNDER THE GUIDANCE OF
PROF. SAPTARSHI BHAUMICK
SUBMITTED BY
MR. SAURABH RAJENDRA GIRATKAR
THROUGH
MIT COLLEGE OF ENGINEERING (CMSR)
CENTER FOR MANAGEMENT STUDIES AND RESEARCH,
PUNE 2014-2016

ACKNOWLEDGEMENT
A project report is a synthesis of student’s hard work & the guidance
received from virtue of their senior’s experience. An act of gratitude is that the
acknowledgement is blessing of well wishes to supporting guidance of their
rich experience, which enlightens, inspires & motivates to do something
valuable.
I would like to thanks to my Company project guide Mr. Avinash
Dalal to allow me do the work in the company & devote his valuable time to
assist me & provide all direction in every aspect of my project, assignment
& without their guidance to work on such topic could be little bit difficult.
I would like to express my sense of gratitude towards Saptarshi
Bhaumick Sir (Academic Project Guide) for his insightful Suggestions &
comments to complete the project successfully.
Saurabh Giratkar

DECLARATION
I am undersigned Mr. Saurabh Rajendra Giratkar do here by declare that the
project report entitled “To Study the impact of Packaging on Consumer
Buying Behavior for Animesh Packaging Industries.” is a research work
made for “Animesh Packaging Industries, Pvt. Ltd” genuine and benefited
work presented by me under the guidance Saptarshi Bhaumick Sir.
The empirical findings in this project report are based on the data
collected by me. The matter presented in this report is not copied from any
source. I understand that any such copy is liable to the punishment in way
the university authority deems fit. The work has not been submitted for the
award of any degree or diploma earlier to Savitribai Phule Pune University.
The project is submitted to Savitribai Phule Pune University, in the
partial fulfillment of the Master’s Degree in Business Administration
(M.B.A)
Date: Mr. Saurabh Rajendra Giratkar
(Signature)
Place: Pune MBA - 3rd Semester
University No.– M3146083

INDEX
CHAPTER PARTICULARS PAGE.
NO. NO.
1 EXECUTIVE SUMMARY 1
2 INTRODUCTION 2-4
3 COMPANY PROFILE & PRODUCT 5-10
PROFILE
4 RESEARCH DESIGN & 11-28
METHODOLOGY
5 ANALYSIS & INTERPRETATION OF 29-44
THE DATA
6 FINDINGS & SUGGESTIONS 45-49
BIBLIOGRAPHY 50-52
ANNEXURE 53-56

1
EXECUTIVE SUMMARY
The aim of this thesis is to get the A study to point toward Impact of
packaging on consumer buying behavior. The basic purpose of behind it is
Animesh Packaging Industry wants to tie up with one Cracker Manufacturing
firm and they want all packaging material which will require to pack their
product from us and hence to decide the outer packaging this survey is taken
out also to know how factors affects the behavior of customers. According to
this research I try to find the positive relationship between independent variable
and dependent variables. For collecting the data, I will use the questionnaire,
while for analysis I will use SPSS 16. A sample of 100 consumers will be
selected to test the reliability of the model. For that we create questionnaire on
Monkeysearch.com and request the costumers to fill the survey online. The
significance of the study, its delimitation and limitations are discussed. The
research is based in India. The consumer buying behavior is dependent
variable.
The packaging is the most important factor. Packaging elements like
Packaging color. Background Image, Packaging Material, Font Style, Design
of wrapper, Printed Information and Innovation is taken as predictors. Due to
increasing self-service and changing consumers’ lifestyle the interest in
package as a tool of sales promotion and stimulator of impulsive buying
behavior is growing increasingly. So package performs an important role in
marketing communications, especially in the point of sale and could be treated
as one of the most important factors influencing consumer’s purchase decision.
Literature analysis on question under investigation has shown that there is no
agreement on classification of package elements as well as on research
methods of package impact on consumer’s purchase decision.

2
INTRODUCTION
In nowadays competitive environment the role of package has changed
due to increasing self-service and changing consumers’ lifestyle. Firms’ interest
in package as a tool of sales promotion is growing increasingly. Package
becomes an ultimate selling proposition stimulating impulsive buying behavior,
increasing market share and reducing promotional costs.
According to Rundh (2005) package attracts consumer’s attention to
particular brand, enhances its image, and influences consumer’s perceptions
about product. Also package imparts unique value to products (Underwood,
Klein & Burke, 2001; Silayoi & Speece, 2004), works as a tool for
differentiation, i.e. helps consumers to choose the product from wide range of
similar products, stimulates customers buying behavior (Wells, Farley &
Armstrong, 2007). Thus package performs an important role in marketing
communications and could be treated as one of the most important factors
influencing consumer’s purchase decision. In this context, seeking to maximize
the effectiveness of package in a buying place, the researches of package, its
elements and their impact on consumer’s buying behavior became a relevant
issue.
Literature analysis on question under investigation has shown that there is no
agreement on classification of package elements as well as on research methods
of package impact on consumer’s purchase decision. Some of researchers try to
investigate all possible elements of package and their impact on consumer’s
purchase decision (Silayoi & Speece, 2004; Silayoi & Speece, 2007;
Butkeviciene, Stravinskiene & Rutelione, 2008), while others concentrates on
separate elements of package and their impact on consumer buying behavior
(e.g., Vila & Ampuero, 2007; Madden, Hewett & Roth, 2000; Underwood et
al., 2001; Bloch, 1995). Moreover some researchers investigate impact of

3
package and its elements on consumer’s overall purchase decision (e.g.,
Underwood et al., 2001), while others – on every stage of consumer’s decision
making process (e.g., Butkeviciene et al., 2008). Furthermore the abundance of
scientific literature on this issue do not provide unanimous answer concerning
impact of package elements on consumer’s buying behavior: diversity of the
results in this area depends not only on research models constructed and
methods employed, but on the context of the research too. All above mentioned
confirms the necessity to investigate this issue in more detail. In the light of
these problematic aspects, research problem could be formulated as following
question: what elements of a package have an ultimate effect on consumer
purchase decision?
The aim of this paper – basing on theoretical analysis of package elements and
their impact on consumer‘s purchase decision empirically reveal the elements
having the ultimate effect on consumer choice in a case of different products.
Objectives of the study
1) To find out the effect of packaging on the buying behavior.
2) Theoretical analysis of package elements and their impact on consumer‘s
purchase decision empirically reveal the elements having the ultimate effect on
consumer choice in a case of different products
3) To check the effect of packaging elements on the buying behavior.
4) To measure the relative impact of each packaging element on the consumer.
5) To identify the elements which should be highlight while design the
packaging.
Key terms Defined
Consumer Buying Behavior

4
Process by which individuals search for, select, purchase, use, and
dispose of goods and services, in satisfaction of their needs and wants
Packaging
Packaging can be defined quite simply as an extrinsic element of the
product. Packaging is the container for a product
1.3 Research Question:
Main Question
Impact of Packaging on consumer buying behavior.

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COMPANY PROFILE & PRODUCT PROFILE
Company’s Corporate Office and Address
Animesh Packaging Industries
Avinash Dalal (Partner)
Survey No. 2324, Priyanka Nagari, Nagar Road
Pune - 412207, Maharashtra, India
About the Company:
Animesh Packaging Industries is into manufacture of Self Adhesive
Pressure sensitive tapes (Single Side Adhesive & Double side Adhesive) since
2004. The company started its first manufacturing facility in 2004 and enhanced
the same by three folds in 2008.
Animesh Packaging Industries started by a team of Professional
Technocrats. The team at Animesh Packaging Industries possesses all the
required zeal, enthusiasm, technology and skill levels mandatory for the
business. Company is an ISO 9001: 2008 registered and the same was achieved
in very next year of the incorporation.
We have one of the best & state of the Art manufacturing facility in the region,
to produce a wide range of quality Self Adhesive Pressure sensitive Tapes,
using advanced and various coating technology and inline rotogravure printing.
The machines incorporates auto tension control system, hydraulic Web-Aligner
system, to enhance quality of coating, and hence the quality of the end products.
The plant is equipped with a high speed cutting machines equipped with latest
features like air brake & auto turret systems.

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Animesh Packaging Industries is incorporated in manufacturing, sale and
services of Packaging material. viz. BOPP tapes, Self Adhesive Labels, Foam
Tapes etc. to name a few.
Quantity Capacity:
We have two coating machines with the coating width of 600 mm. and 1350
mm.

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Our Team
In order to control the entire business process in a systematic and hassle
free manner, we have appointed a team of experienced & knowledgeable
professionals. All our team members are appointed on the basis of their
knowledge & market understanding skills. They are highly talented and always
strive hard to gain the maximum satisfaction of the clients by providing them
with premium quality tapes, papers and foams in numerous specifications. Our
team members regularly attend several training sessions and workshops that
helps them to abreast with the frequently changing activities of industry.
Why Us?
We have carved out a position in manufacturing and supplying a
premium quality Self Adhesive Foam, VCI Paper, Self Adhesive Tapes and
Surface Protection Tapes. The main reason for which we have received positive
feedback from our clients all across the nation include:
• Advanced tools & amenities
• Timely delivery
• Brilliant R&D facility
• Modern infrastructure
• Fair & moral business dealings
• Qualified team of professionals
• Vast distribution network
• Economical prices
Our Mission
We are extremely committed to our customer Satisfaction. We always
should add values to each and every activity that we undertake. We always
should use the latest Production Technologies to satisfy our customer needs.

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We do believe that “Change is the only constant thing in the Universe” and
hence we always would be there to support our customers by being adaptable to
the changes our customers would demand in their product needs.
Our Vision
To provide our Clients with the products and services they want, at a
level, which meets their needs when they want it and at a price which they
perceive as providing value.
Our Values
We are dedicated to our customers. We will do whatever it takes to
satisfy them. To have partnering relationships with our Customers and
Suppliers.
We are dedicated to our valued employees. They will work in a safe
environment with open communication. We operate in accordance with the
highest standards in all relationships with customers, suppliers, environment
and the community.
Our suppliers will always be treated with respect and fairness.
To believe that, “Innovation is the key to success”.
Our Clientele
To name a few of our Most Valued Customers
• Tata Ficosa Ltd.
• Mahindra & Mahindra Ltd.
• Emcure Pharmaceuticals Ltd.
• H.P. Pelzer
• Supreme Treves

9
Our Infrastructure
Our organization is supported by an ultramodern and robust
infrastructural base that covers a huge area and helps us in the manufacturing of
qualitative tapes, papers and foams. This infrastructural unit incorporates
several well functional departments like procurement, manufacturing, quality
testing, sales & marketing and warehousing & packaging. All the departments
are well armed with the latest machines and tools and controlled by our
experienced and skilled team members. Besides, we regularly oiled & upgrade
installed machines in order to accomplish the bulk & urgent orders of the clients
in a promised time frame.
Our Products
Self-Adhesive Foam
Leading Manufacturer and Supplier from Pune, our product range
includes Self Adhesive Foam such as Self Adhesive Nitrile Foam Tape, Self-
Adhesive XLPE Foam, Self-Adhesive Nitrile Foam, Self-Adhesive EPE Foam,
Self-Adhesive EVA Foam and Self-Adhesive Polyurethane Foam.
Self-Adhesive Nitrile Foam Tape
Self-Adhesive XLPE Foam
Self-Adhesive Nitrile Foam
Self-Adhesive EPE Foam
Self-Adhesive EVA Foam
Self-Adhesive Polyurethane Foam
Other Products - VCI Paper, VCI Paper, VCI Bags and Pouches, VCI Films,
Self-Adhesive, BOPP Tapes, Self-Adhesive Color BOPP Tapes, Self-Adhesive
Clear BOPP Tapes, Self-Adhesive Printed BOPP Tapes, HDPE Tapes, Cross

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Filament Tape, Mono Filament Tape, Security Sealing Tapes, Protective
Material, Specialty Tapes, Antistatic and ESD Packaging, Self-Adhesive
Labels, Thermal Transfer Printers, Thermal Transfer Ribbons etc.

11
RESEARCH DESIGN & METHODOLOGY
Theoretical Foundation
Theoretical frame-work focuses on the relationship between the
dependent and independent variables. The distinction between dependent and
independent variables is as important in a comparative study as in a regression
analysis. Dependent variable in case of a comparative study is the one which we
aim to predict and independent variables here are the ones who are used to
predict the dependent variable.
Process by which individuals search for, select, purchase, use, and
dispose of goods and services, in satisfaction of their needs and wants. See also
consumer decision making.
Purchase decision making pattern that is a complex amalgam of needs and
desires, and is influenced by factors such as the consumer's
(1) Societal role (parent, spouse, worker, etc.),
(2) Social and cultural environment and norms, and
(3) Aspirations and inhibitions
Buying Behavior is the decision processes and acts of people involved in
buying and using products.
Need to understand
Why consumers make the purchases that they make?
What factors influence consumer purchases?
The changing factors in our society.
Consumer Buying Behavior refers to the buying behavior of the ultimate
consumer. A firm needs to analyze buying behavior for:

12
Buyer’s reactions to a firms marketing strategy has a great impact on the firm’s
success.
The marketing concept stresses that a firm should create a Marketing Mix
(MM) that satisfies (gives utility to) customers, therefore need to analyze the
what, where, when and how consumers buy.
Marketers can better predict how consumers will respond to marketing
strategies.
Stages of the Consumer Buying Process
Six Stages to the Consumer Buying Decision Process (For complex
decisions). Actual purchasing is only one stage of the process. Not all decision
processes lead to a purchase. All consumer decisions do not always include all
6 stages, determined by the degree of complexity...discussed next.
The 6 stages are:
1) Problem Recognition
(Awareness of need)--difference between the desired state and the actual
condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates
your need to eat.
Can be stimulated by the marketer through product information--did not know
you were deficient? I.E., see a commercial for a new pair of shoes, stimulates
your recognition that you need a new pair of shoes.
2) Information search
Internal search, memory.
External search if you need more information. Friends and relatives (word of
mouth). Marketer dominated sources; comparison shopping; public sources etc.

13
A successful information search leaves a buyer with possible alternatives, the
evoked set.
Hungry, want to go out and eat, evoked set is
chinese food
indian food
burger king
klondike kates etc
3) Evaluation of Alternatives
Need to establish criteria for evaluation, features the buyer wants or does
not want. Rank/weight alternatives or resume search. May decide that you want
to eat something spicy, Indian gets highest rank etc.
If not satisfied with your choice then returns to the search phase. Can you think
of another restaurant? Look in the yellow pages etc. Information from different
sources may be treated differently. Marketers try to influence by "framing"
alternatives.
4) Purchase Decision
Choose buying alternative, includes product, package, store, method of
purchase etc.
5) Purchase
May differ from decision, time lapse between 4 & 5, product availability.
Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive
Dissonance, have you made the right decision. This can be reduced by
warranties, after sales communication etc.
After eating an Indian meal, may think that really you wanted a Chinese meal
instead.

14
Types of Consumer Buying Behavior
Types of consumer buying behavior are determined by:
Level of Involvement in purchase decision. Importance and intensity of interest
in a product in a particular situation.
Buyer’s level of involvement determines why he/she is motivated to seek
information about a certain products and brands but virtually ignores others.
High involvement purchases--Honda Motorbike, high priced goods, products
visible to others, and the higher the risk the higher the involvement.
Types of risk:
Personal risk
Social risk
Economic risk
The four type of consumer buying behavior are
1) Routine Response/Programmed Behavior
Buying low involvement frequently purchased low cost items; need very little
search and decision effort; purchased almost automatically. Examples include
soft drinks, snack foods, milk etc.
2) Limited Decision Making
Buying product occasionally. When you need to obtain information about
unfamiliar brand in a familiar product category, perhaps. Requires a moderate
amount of time for information gathering. Examples include Clothes--know
product class but not the brand.
3) Extensive Decision Making
Complex high involvement, unfamiliar, expensive and/or infrequently bought
products. High degree of economic/performance/psychological risk. Examples
include cars, homes, computers, education. Spend a lot of time seeking
information and deciding.

15
Information from the companies MM; friends and relatives, store personnel etc.
Go through all six stages of the buying process.
4) Impulse buying, no conscious planning.
The purchase of the same product does not always elicit the same Buying
Behavior. Product can shift from one category to the next.
For example:
Going out for dinner for one person may be extensive decision making (for
someone that does not go out often at all), but limited decision making for
someone else. The reason for the dinner, whether it is an anniversary
celebration, or a meal with a couple of friends will also determine the extent of
the decision making.
Categories that Affect the Consumer Buying Decision Process
A consumer, making a purchase decision will be affected by the following three
factors:
Personal
Psychological
Social
The marketer must be aware of these factors in order to develop an appropriate
MM for its target market.
Personal
Unique to a particular person. Demographic Factors. Sex, Race, Age etc.
Who in the family is responsible for the decision making?
Young people purchase things for different reasons than older people.
Psychological factors
Psychological factors include:
Motives

16
A motive is an internal energizing force that orients a person's activities toward
satisfying a need or achieving a goal.
Actions are effected by a set of motives, not just one. If marketers can identify
motives then they can better develop a marketing mix.
MASLOW hierarchy of needs!!
Physiological
Safety
Love and Belonging
Esteem
Self Actualization
Need to determine what level of the hierarchy the consumers are at to
determine what motivates their purchases.
Perception
What do you see?? Perception is the process of selecting, organizing and
interpreting information inputs to produce meaning. IE we chose what info we
pay attention to, organize it and interpret it.
Information inputs are the sensations received through sight, taste, hearing,
smell and touch.
Selective Exposure-select inputs to be exposed to our awareness. More
likely if it is linked to an event, satisfies current needs, intensity of input
changes (sharp price drop).
Selective Distortion-Changing/twisting current received information,
inconsistent with beliefs. Advertisers that use comparative advertisements
(pitching one product against another), have to be very careful that consumers
do not distort the facts and perceive that the advertisement was for the
competitor. A current example...MCI and AT&T...do you ever get confused?

17
Selective Retention-Remember inputs that support beliefs, forgets those that
don't. Average supermarket shopper is exposed to 17,000 products in a
shopping visit lasting 30 minutes-60% of purchases are unplanned exposed to
1,500 advertisements per day. Can't be expected to be aware of all these inputs,
and certainly will not retain many. Interpreting information is based on what is
already familiar, on knowledge that is stored in the memory.
Ability and Knowledge
Need to understand individual’s capacity to learn. Learning, changes in a
person's behavior caused by information and experience. Therefore to change
consumers' behavior about your product, need to give them new information re:
product...free sample etc.
South Africa...open bottle of wine and pour it!! Also educate American
consumers about changes in SA. Need to sell a whole new country. When
making buying decisions, buyers must process information. Knowledge is the
familiarity with the product and expertise.
Inexperience buyers often use prices as an indicator of quality more than
those who have knowledge of a product. Non-alcoholic Beer example:
consumers chose the most expensive six-pack, because they assume that the
greater price indicates greater quality.
Attitudes
Knowledge and positive and negative feelings about an object or activity-
maybe tangible or intangible, living or non- living.....Drive perceptions.
Individual learns attitudes through experience and interaction with other people.
Consumer attitudes toward a firm and its products greatly influence the success
or failure of the firm's marketing strategy.
Attitudes and attitude change are influenced by consumer’s personality
and lifestyle. Consumers screen information that conflicts with their attitudes.

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Distort information to make it consistent and selectively retain information that
reinforces our attitudes. IE brand loyalty. There is a difference between attitude
and intention to buy (ability to buy).
Personality
All the internal traits and behaviors that make a person unique,
uniqueness arrives from a person's heredity and personal experience. Examples
include:
Work a holism
Compulsiveness
Self confidence
Friendliness
Adaptability
Ambitiousness
Dogmatism
Authoritarianism
Introversion
Extroversion
Aggressiveness
Competitiveness.
Traits affect the way people behave. Marketers try to match the store
image to the perceived image of their customers.
There is a weak association between personality and Buying Behavior; this may
be due to unreliable measures. Nike ads. Consumers buy products that are
consistent with their self concept.

19
Lifestyles
Recent US trends in lifestyles are a shift towards personal independence
and individualism and a preference for a healthy, natural lifestyle. Lifestyles are
the consistent patterns people follow in their lives.
EXAMPLE healthy foods for a healthy lifestyle. Sun tan not considered
fashionable in US until 1920's. Now an assault by the American Academy of
Dermatology.
Social Factors
Consumer wants, learning, motives etc. are influenced by opinion
leaders, person's family, reference groups, social class and culture.
Opinion leaders
Spokespeople etc. Marketers try to attract opinion leaders...they actually
use (pay) spokespeople to market their products. Michael Jordon (Nike,
McDonalds, Gatorade etc.)
Can be risky...Michael Jackson...OJ Simpson...Chevy Chase
Roles and Family Influences
Role...things you should do based on the expectations of you from your
position within a group.
People have many roles.
Husband, father, employer/e. Individuals role are continuing to change
therefore marketers must continue to update information.
Family is the most basic group a person belongs to. Marketers must understand:
 Many family decisions are made by the family unit
 Consumer behavior starts in the family unit

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 Family roles and preferences are the model for children's future family
(can reject/alter/etc)
 Family buying decisions are a mixture of family interactions and
individual decision making
 Family acts an interpreter of social and cultural values for the individual.
 The Family life cycle: families go through stages, each stage creates
different consumer demands:
 bachelor stage...most of BUAD301
 newly married, young, no children...me
 full nest I, youngest child under 6
 full nest II, youngest child 6 or over
 full nest III, older married couples with dependant children
 empty nest I, older married couples with no children living with them,
head in labor force
 empty nest II, older married couples, no children living at home, head
retired
 solitary survivor, in labor force
 solitary survivor, retired
Reference Groups
Individual identifies with the group to the extent that he takes on many of
the values, attitudes or behaviors of the group members.

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Families, friends, sororities, civic and professional organizations.
Any group that has a positive or negative influence on a persons attitude and
behavior.
Social Class
An open group of individuals who have similar social rank. US is not a
classless society. US criteria; occupation, education, income, wealth, race,
ethnic groups and possessions.
Social class influences many aspects of our lives. IE upper middle class
Americans prefer luxury cars Mercedes.
Upper Americans-upper-upper class, .3%, inherited wealth, aristocratic names.
Lower-upper class, 1.2%, newer social elite, from current professionals and
corporate elite
Upper-middle class, 12.5%, college graduates, managers and professionals
Middle Americans-middle class, 32%, average pay white collar workers and
blue collar friends
Working class, 38%, average pay blue collar workers
Lower Americans-lower class, 9%, working, not on welfare
Lower-lower class, 7%, on welfare
Social class determines to some extent, the types, quality, and quantity of
products that a person buys or uses.
Lower class people tend to stay close to home when shopping; do not engage in
much pre purchase information gathering.
Stores project definite class images.
Family, reference groups and social classes are all social influences on
consumer behavior. All operate within a larger culture.
Culture and Sub-culture

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Culture refers to the set of values, ideas, and attitudes that are accepted
by a homogenous group of people and transmitted to the next generation.
Culture also determines what is acceptable with product advertising.
Culture determines what people wear, eat, reside and travel. Cultural values in
the US are good health, education, individualism and freedom. In American
culture time scarcity is a growing problem. IE change in meals. Big impact on
international marketing.
Different society, different levels of needs, different cultural values.
Culture can be divided into subcultures:
Geographic regions
Human characteristics such as age and ethnic background.
IE West Coast, teenage and Asian American.
Culture effects what people buy, how they buy and when they buy.
What is packaging?
The definitions of ‘packaging’ vary and range from being simple and
functionally focused to more extensive, holistic interpretations. Packaging can
be defined quite simply as an extrinsic element of the product (Olson and
Jacoby (1972)) - an attribute that is related to the product but does not form part
of the physical product itself. “Packaging is the container for a product –
encompassing the physical appearance of the Container and including the
design, color, shape, labeling and materials used” (Arens, 1996).
Objectives of packaging
Packaging and package labeling have several objectives:
• Physical Protection – Protection of the objects enclosed in the package from
Shock, vibration, compression, temperature, etc.
• Barrier Protection - A barrier from oxygen, water vapor, dust, etc.

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• Containment or Agglomeration - Small objects are typically grouped
together in one package for transport and handling efficiency. Alternatively,
bulk
Commodities (such as salt) can be divided into packages that are a more
suitable
Size for individual households.
• Information transmission - Information on how to use, transport, recycle, or
Dispose of the package or product is often contained on the package or label.
• Reducing theft - Packaging that cannot be re-closed or gets physically
damaged
(Shows signs of opening) is helpful in the prevention of theft. Packages also
Provide opportunities to include anti-theft devices.
• Convenience - features which add convenience in distribution, handling,
display,
Sale, opening, re-closing, use, and re-use.
• Marketing - The packaging and labels can be used by marketers to encourage
Potential buyers to purchase the product.
Packaging may be looked at as several different types. For example
a transport package or distribution package can be the shipping container used
to ship, store, and handle the product or inner packages. Some identify
a consumer package as one which is directed toward a consumer or household.
Packaging may be discussed in relation to the type of product being
packaged: medical device packaging, bulk chemical packaging, over-the-
counter drug packaging, retail food packaging, military
materiel packaging, pharmaceutical packaging, etc.

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Theatrical Frame work
Independent Variable
Dependent Variable
Innovation
Packaging color
Background Image
Printed Information
Design of wrapper
Packaging Material
Font Style
Consumer Buying
Behavior

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Independent Variable
1. Packaging color
2. Background Image
3. Packaging Material
4. Font Style
5. Design of wrapper
6. Printed Information
7. Innovation
Dependent Variable
Packaging color
Color plays an important role in a potential customer’s decision making
process, certain colors set different moods and can help to draw attention. One
good example of successful use of color psychology is in the Apple iPod
advertisements; they use simple tri tone color schemes of black, white and a
bright background color. The bright background color is to give the
advertisement a fun feel and the contrasting white on black is to focus attention.
Meaning of the Color Blue
Blue is the most common favorite color and is liked by both genders.
Blue is seen as a trustworthy, peaceful and calm color and is often related to the
sky or water. Blue is usually cool and quiet but more electric shades can give a
dynamic feel. Although blue has the benefits of gender indifference and being

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the most common favorite color, the overuse of blue can seem cold or uncaring.
Blue is often used because it is the designer’s favorite color but after
considering the meaning of other colors, another color may be a better choice.
Background-image
The background image property specifies the background image for an
element. When setting a background image, authors should also specify a
background color property that will be used when the image is unavailable.
Note also that when the image is available, it is rendered on top of the
background color. Thus, in any transparent areas of the image, the background
color will be visible.
Packaging Material
Any material used especially to protect something- packing, wadding.
Consumer can change its decision regarding Packaging material. High quality
Packaging attract consumer then low quality Packaging. The first packages used
the natural materials available at the time: Baskets of reeds, wineskins (Bota
bags),wooden boxes, pottery vases, ceramic amphorae, wooden barrels,
woven bags, etc. Processed materials were used to form packages as they were
developed: for example, early glass and bronze vessels. The study of old
packages is an important aspect of archaeology. Iron and tin plated steel were
used to make cans in the early 19th century.
Paperboard cartons and corrugated fiberboard boxes were first introduced
in the late 19th century. Packaging advancements in the early 20th century
included Bakelite closures on bottles, transparent cellophane over wraps and
panels on cartons, increased processing efficiency and improved food safety. As
additional materials such as aluminum and several types of plastic were

27
developed, they were incorporated into packages to improve performance and
functionality. So packaging material have strong have with buying behavior.
Font Style
The font style of Packaging grab customer attraction. The up gradation of
IT technology have support this feature. The successful companies have best
practices of the font styles. They hire specialist in composing which create mind
blowing and attractive font styles. The attractive package has innovative font
style. So we can say that there is relation between font style and buying
behavior
Design of wrapper
The overall design also play a vital role in attracting the consumer.
Mostly the children of 10-18 years are so sensitive to the design of wrapper.
The companies try their best to create attractive design of packaging
Printed Information
Container or wrapper for a consumer product that serves a number of
purposes including protection and Description of the contents, theft deterrence,
and product promotion. The labels on packages are important components of
the overall marketing mix and can support advertising claims, establish brand
identity, enhance name recognition, and optimize shelf space allocations.
The consumer can change his decision on the basis of information printed
on the packaging. Mostly in Merchandises and daily FMCG the consumer can
perform evaluation on the basis of printed information.
Innovation
Innovative packaging may actually add value to the product if it meets a
consumer need such as portion control, recyclability, tamper-proofing, child-
proofing, easy-open, easy-store, easy-carry, and non breakability.

28
Manufacturers today strive to have packaging that maintains the key equities of
the brand, has stand out appeal on the retailer’s shelf, and is sustainable but
with lower production costs. The customer can adopt product on the basis of its
innovative packaging, which shows the relation between buying behavior and
innovation of packaging.

29
ANALYSIS AND INTERPRETATION OF DATA
Significance of the Study:
The aim of this survey is to find the impact of packaging on consumer
buying behavior. The basic purpose of behind it is to find out how such factors
act behind the success of packaging. According to this research I try to find the
positive relationship between independent variable and dependent variables. For
collecting the data I will use the questionnaire.
The significance of the study, its delimitation and limitations are
discussed. The consumer buying behavior is dependent variable. The packaging
is the most important factor. Packaging elements like Packaging color.
Background Image, Packaging Material, Font Style, Design of wrapper, Printed
Information and Innovation is taken as predictors.
Due to increasing self-service and changing consumer’s lifestyle the interest in
package as a tool of sales promotion and stimulator of impulsive buying
behavior is growing increasingly. So package performs an important role in
marketing communications, especially in the point of sale and could be treated
as one of the most important factors influencing consumer‘s purchase decision.
Literature analysis on question under investigation has shown that there
is no agreement on classification of package elements as well as on research
methods of package impact on consumer‘s purchase decision. By this article we
seek to reveal elements of package having the ultimate effect on consumer
choice. Taking into consideration that package could be treated as a set of
various elements communicating different messages to a consumer; the
research model was developed and tested in order to reveal impact of visual and
verbal package elements on consumer‘s purchase decisions.

30
Methodology:
The methodology for the survey on Consumer Behaviour towards
Packaging Products is the Questionnaire method where in questionnaire are
answered by 100 respondents of 4 age groups.
Sample Design:
The sample design for the survey is classified according to the age; total
100
Respondents are selected for the survey out of which 25 respondents are
selected from each age group.
Age Groups Respondents
15-20 25
21-34 25
35-49 25
50+ 25

31
Pie-representation:
Questionnaire Analysis and Research
Findings
1. Does packet of a product influence your buying behavior?
Yes No Sometimes
Response:
Age Group Yes No Sometimes
15-20 22 0 3
21-34 23 0 2
35-49 18 5 2
50+ 13 10 2

32
0
5
10
15
20
25
15-20 21-34 35-49 50+
Influence by Product
Yes No Sometimes
Interpretation:
From the above results we can say that there is a high degree of impact of
packaging on consumer behavior. Out of the 100 respondents 76 says that they
get influenced by the packaging of the product. The packaging have a greater
impact on the age group of 15- 21 and 21-34. However the rest of the higher
age group sometimes tends to change the product due to packaging.
2. What is your priority towards packaging?
Protective Packing Eco- Friendly Packing
Attractive Packing All of Above

33
Response:
Age Group Protective Eco- Friendly Attractive All of the
Packing Packing Packaging above
15-20 3 4 13 5
21-34 3 5 8 9
35-49 8 5 5 7
50+ 6 7 2 10
Interpretation:
A consumer wants that packaging of the product should be a mixture of a
material that should be eco-friendly and the main aim of packaging should be

34
the protection of the inner goods.
The age group between 15-20 wants that particular product packaging should be
attractive.
The age group between 21-34 wants attractive as well as eco-friendly.
The age group between 35-49 and above 50 wants a mixture of all the factors
and have lesser say on attractive packaging and have a focus on the protection
that packaging should provide them.
3. Do you switch your brand due to change in packaging of existing
Brand?
Yes No Sometime‘s
Response:
15-20 8 5 12
21-34 5 6 14
35-49 3 11 11
50+ 4 13 8

35
Interpretation:
There is a lesser degree of a consumer to change their brand due to change
in the packaging of the existing products.
In the age group of 15 -21 these factor has relatively higher impact, these age
group people tends to change their brand if they find change in the packaging of
their existing brand and can switch to other brands which have attractive
packaging.
4. Which of the following aesthetic factor attracts you towards the
Purchase of the product?
Color Shape & Size Text & Graphics
Response:

36
Age Group Colors Shape & Size Text & Graphics
15-20 11 8 6
21-34 8 9 8
35-49 5 15 5
50+ 6 11 8
Interpretation:
From the above results we can say that Color of the package plays an
important role at the ae group of 35-49 & above, whereas 21-34 age peoples
equally influenced by color, shape & text. The 15-20 age group is more tends
towards color of the package.

37
5. Select the parameter of packaging due to which you prefer to buy the
product?
Convenience Material Use
Aesthetic (color, shape, Size) Information
Response:
Age Group Convenience Material Use Aesthetic Information
15-20 3 7 12 3
21-34 5 5 7 8
35-49 8 5 4 8
50+ 10 6 3 6

38
Interpretation:
From this table we can see that age group 0f 50+ are more likely tends to
convenience form and age group of 35-40 is going for convenience as well as
information on the product. However, the rest of the age group sometimes
select the product due to Material Use.
6. The innovative package can change your decision while purchasing?
Agree Normal
Disagree
Response:
Age Group Agree Normal Disagree
15-20 15 5 5
21-34 12 4 9
35-49 10 10 5
50+ 4 13 8

39
Interpretation:
Innovation in a Package always plays an important role while buying.
In the age group of 15 -21 Innovation on Package has relatively higher impact,
also the age group of 21-30 & 35-40 also tends towards the innovation on
Package but age group f 50+ are not that much follows the innovative ideas.
7. The quality of packaging can save product better?
Yes No
Sometimes
Response:

40
15-20 18 2 5
21-34 12 4 9
35-49 9 5 11
50+ 5 12 8
Interpretation:
This is obvious that people will always go for the quality of the product,
very few people choose the product by deciding the quantity of the product.
In the age group of 50+ is going for the other factor but all the oher age group
looks for the quality of the product rather than other things.

41
8. Do you like beautiful backgrounds?
Yes No
Sometimes
Response:
15-20 20 3 2
21-34 18 2 5
35-49 10 7 8
50+ 6 12 7

42
Interpretation:
From Above table we can say that most of the people from all group are
like the beautiful background on the product packaging. In that age group of 15-
20 & 21-34 are more concerned about the Background image while as 50+ age
people not get attracted by the background image.
9. Do you think the products offered by leading brand are always better?
Agree Normal
Disagree
Response:
Age Group Agree Disagree Normal
15-20 10 5 10
21-34 9 6 10
35-49 3 11 11
50+ 4 13 8

43
Interpretation:
There is a positive influence of a leading brand in age group of 15-20 &
21-34. But in the age group of 50+ these factor has relatively lower impact,
these age group people do not think that leading brand is always better than local
brand. And age group between 35-49 are like to choose the product by its
quality.
10. Do you read printed information on the package of product?
Yes No Sometimes

44
Response:
15-20 8 5 12
21-34 5 6 14
35-49 10 5 10
50+ 10 3 12
Interpretation:
From this question we wnt to know the mind set of the customer. And result
stated that customers reads the information sometimes. Age group of 35-49
&50+ are more like to know the information while as other are more attracted
towards the Inoovation and image background.

45
FINDINGS & SUGGESTIONS
1) Brand is important and its strategy is in consideration in the units. Product
packaging is valuable for brand equity, product differentiation, market
segmentation, new product introduction, pricing, promotion etc. Brand name
using plan implementation must be effective in the units.
2) All the marketing units pay attention for good packaging. They accept that
poor packaging is one of the causes of product failure in the market. It is
necessary to set the packaging standard and to implement accordingly for better
protection and promotion of a product.
3) Consumer new product manufacturers mostly use the label in their products.
Basically they describe that made it, where it was made, when it was made,
what it contains, how to use it etc. Furthermore, they believe that the consumers
are properly guided by label to use the products. The information given in the
label and its value have to be highlighted while promoting the product in the
market. It must also be more useful technically.
4) I do believe that culture difference does have an impact on companies’
initiatives to design the product package, for instance, during our research; the
choices of packaging colors are quite different. Thus, we think that it is
important for international companies to take a consideration of culture
differences when they design the product package.

46
Discussion:
The primary purpose of the present study is to investigate the Impact of
packaging on consumer buying behavior. Using a quantitative method that is to
check the proposed model in the context of Pune and to see the generalizability
of the research to the large population with the sample size of 100.
Past research has been focused on the impact of packaging on consumer buying
behavior. (Rundh (2005) package attracts consumer’s attention to particular
brand, enhances its image, and influences consumer’s perceptions about
product. Also package imparts unique value to products). Through an extensive
literature review on initial model is proposed which encompass that how
packaging elements mediates the relationship with packaging color,
background, packaging material, font style, printed information, wrapper design
and innovation in packaging. The literature review has provided the basic
theoretical evidence with regard to the link between packaging and buying
behavior.
Questionnaire was developed for data collection purpose on seven
variables (packaging color, background, packaging material, font style, printed
information, wrapper design and innovation. The buying behavior has been
used as dependent variable. The buying behavior is positively related to
packaging color, background, packaging material, font style, printed
information, wrapper design and innovation. The regression shows the
packaging has more contribution on buying behavior.

47
Finding:
Results of research on role of packaging on consumer’s buying behavior
stipulated following conclusions:
1)Package could be treated as one of most valuable tool in today’s marketing
communications, necessitating more detail analysis of its elements and an
impact of those elements on consumers buying behavior.
2) Appropriate and vivid picture or packaging color which delivers them a
happy feeling, or an easy handle/open/dose/dispose package shape. All these
elements contribute each important effort to catch consumers’ attention and
interest. Besides each element’s single function, we think that a good
combination of those elements may let the product more eye-catching and
attractive.
3) The impact of package and its elements on consumer’s purchase decision can
be revealed by analyzing an importance of its separate elements for consumer’s
choice. For this purpose, main package’s elements could be identified: graphic,
color, size, form, and material of packaging are considered, wrapper design,
printed information, innovation while product information, producer, country-
of-origin and brand are considered as important ones. Moreover, the impact of
package elements on consumers purchase decisions should be evaluated
depending on the consumer’s involvement level, time pressure or individual
characteristics of consumers.
4) Empirically testing the research model proposed, package elements having
the ultimate effect on consumer choice in a case of different products from
group of convenience goods were determined:
5) It has revealed that elements of package are the most important for
consumer’s purchase decision. For a major part of consumers’, a size and

48
material are the main visual elements, while product information is also the
main verbal elements when purchasing milk and washing-powder.
6) Results of analyzing the impact of package elements on consumers purchase
decisions depending on level of involvement correspond with those of
theoretical studies and let us stating that visual elements of package have
relatively stronger influence on consumer’s purchasing when they are in the
level of “low involvement”, in opposite to those who are in the level of “high
involvement”.
7) Packaging has a better reach than advertising does, and can set a brand apart
from its competitors. It promotes and reinforces the purchase decision not only
at the point of purchase, but also every time the product is used. Packaging in
different serving sizes can extend a product into new target markets or help to
overcome cost barriers. Packaging can even drive the brand choice (especially
in the context of children’s products).
8) Research into packaging has found that different packaging cues impact how
a product is perceived. Often the packaging is perceived to be part of the
product and it can be difficult for consumers to separate the two (the concept of
gestalt). Aspects such as packaging color, typography, illustrations and graphics
can influence how a product is perceived.
9) According to my research, I found out that most consumers like the product
quality after they purchased their desired packaged products. Based on those
facts, we can not say there is a 100% equal relationship between good package
and good product quality, but there is a positive thinking and trend about well-
designed package shows high product quality. As a matter of fact, people are
becoming more and more demanding; packaging has been gradually shown his
important role in a way to serving consumer by providing information and
delivering functions. With its different functionality to ease and to communicate

49
with consumers, there is no doubt about increasingly important role of
packaging as a strategic tool to attract consumers’ attention and their perception
on the product quality.
Summarizing, it could be stated that detail evaluation of package
elements and their impact on consumer’s purchase decision, taking into
consideration involvement level, individual characteristics of consumers, is
necessary in order to implement efficient packaging decisions.
Areas of future research
Suggested areas for future research include a more in-depth analysis into
the relationship between product attributes and total product assessment – how
exactly does the research Process influence overall opinions, what is the best
way to gain insight into preference without biasing the results? Is this possible?
More research into the elements of pack design and how it influences consumer
perceptions – are there universal rules or do they differ by product category,
culture, etc?

50
BIBLIOGRAPHY
References
K Rita (2009), impact of package elements on consumer purchase, Kauno
technologijos universitetas, Lietuva, ekonomika ir vadyba.
S Bed (2008), new consumer products branding, packaging and labeling in
Nepal, the
Journal of Nepalese business studies, Vol. V No. 1
L Alice (2006), the power of packaging, united states of america,
pp 186-216
Ampuero, O. and Vila, N. (2006), consumer perceptions of product packaging,
Journal of consumer marketing, 23/2, 2006, pp. 100-112.
L Renaud(2007), The influence of label on wine consumption : its
effects on young consumers’ perception of authenticity and
purchasing behavior, Bologna, Italy.
S Katharina and Rolf Wüstenhagen* (Sept. 1, 2005), the Influence of
Eco-labeling on consumer behavior, institute for economy and the
environment (IWOe-HSG), University of St. Gallen, Switzerland
John Th gersen (2000), The ethical consumer moral norms and packaging
choice. Journal of consumer policy Kluwer Academic Publishers.
Printed in the Netherlands.

51
Barber, N., Almanza, B.A., & Donovan, J.R. (2006), motivational factors of
gender, income and age on selecting a bottle of wine. International
Journal of wine marketing, 18 (3), 218-232.
Bloch, P. H. (1995), seeking the ideal form: product design and consumer
Response, journal of marketing, 59(July), 16-29.
Butkeviciene, V., J. Stravinskiene and A. Rutelione (2008). 'Impact of consumer
package communication on consumer decision making process',
Inzinerine Ekonomika-Engineering Economics(1), pp. 57-65.
Adelina Broadbridge & Henry Morgan (2007), consumer buying behavior and
perception toward retail brand baby products.
Rita Kuvykaite1, Aistė Dovaliene2, Laura Navickiene3 ( 2009), Impact of
package
elements on the consumer purchase decision economics & msanagment
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research Papers Vol.5 N0. 2 March 2009 Pp. 383-401

52
Websites
 Bubley packaging research, http://www.bubley.com/t-
scopes/research.html
 Animesh Packaging Industries,
http://www.indiamart.com/animeshpackagingindustries/
 http://www.m-w.com/dictionary/gestalt
 Wikipedia Online Encyclopedia,
 http://en.wikipedia.org/wiki/Tachistoscope
Books
Keller, K. L. (2003). Strategic brand management: Building, measuring and
managing
brand equity, 2nd ed., Englewood Cliffs, NJ: Prentice-Hall.
Kotler, Ph. (2003) Marketing management, 9th ed. Upper Saddle River:
Prentice-Hall.

53
Annexure
Questionnaire
Dear Participants, I will be very thankful to you for this cooperation. The topic
of this questionnaire is Impact of Packaging in Consumer Buying Behavior.
This questionnaire is for the research purpose. Its results will be used for
analysis in Master Thesis. Please provide Information with confidence. Your
information will not be disclosed.
Personal Information
Name
Gender
Age
Profession
Education
E-Mail
Contact No

54
1. Does packet of a product influence your buying behavior?
Yes No Sometimes
2. What is your priority towards packaging?
Protective Packing Eco- Friendly Packing
Attractive Packing All of Above
3. Do you switch your brand due to change in packaging of existing
Brand?
Yes No Sometimes
4. Which of the following aesthetic factor attracts you towards the
Purchase of the product?
Color Shape & Size Text & Graphics

55
5. Select the parameter of packaging due to which you prefer to buy the
product?
Convenience Material Use
Aesthetic (color, shape, Size) Information
6. The innovative package can change your decision while purchasing?
Disagree Normal
Agree
7. The quality of packaging can save product better?
Yes No
8. Do you like beautiful backgrounds?
Yes No
9. Do you think the products offered by leading brand are always better?
Disagree Normal
Agree

56
10. Do you read printed information on the package of product?
Yes No Sometimes

Impact of Packaging on Consumer Buying Behavior.

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