Impact of packaging on consumer

behavior

Project submitted to

H & G H Mansukhani Institute of Management

in partial fulfillment of the requirements for

Master in Management Studies

By

VEDIKA UDAY THATTE

Roll No: 55
Operation Specialization
Batch: 2015 - 2017

Under the guidance of

Internal Guide - Priya Mulchandani

1
Impact of packaging on consumer
behavior

Project submitted to

H & G H Mansukhani Institute of Management

in partial fulfillment of the requirements for

Master in Management Studies

By

VEDIKA UDAY THATTE

Roll No:55
Operation Specialization
Batch: 2015 - 2017

Under the guidance of

Internal Guide – Priya Mulchandani

2
 H & G H Mansukhani Institute of Management
Ulhasnagar
April 2011

Student’s Declaration

I hereby declare that this report is submitted in partial fulfillment of the requirement of
MMS Degree of University of Mumbai to H & G H Mansukhani Institute of Management.
This is my original work and is not submitted for award of any degree or diploma or for
similar titles or prizes.

Name : Vedika Thatte

Class : SYMMS

Roll No. : 55

Place : Ulhasnagar

Date :

Students Signature :

3
 Certificate

This is to certify that the project submitted in partial fulfillment for the award of MMS
degree of University of Mumbai to H & G H Mansukhani Institute of Management is a
result of the bonafide research work carried out by Ms. VEDIKA THATTE under my
supervision and guidance, no part of this report has been submitted for award of any
other degree, diploma or other similar titles or prizes. The work has also not been
published in any journals/Magazines.

Date

Place: Ulhasnagar

External Guide Director

(Signature &Name of the Guide) (Signature & Name of Director)

Faculty Guide

(Signature & Name of Faculty)

4
 ACKNOWLEDGEMENT

I would like to give special acknowledgement to Dr. Swati Sabale, Director of H & G H
Mansukhani Institute of Management Studies for his consistent support and
motivation.

I am grateful to Prof Priya Mulchandani, my report guide, H & G H Mansukhani

Institute of Management for their technical expertise, advice and excellent guidance.
They not only gave my report a scrupulous critical reading, but added many examples
and ideas to improve it.

I am indebted to my other faculty members who gave time and again reviewed portions
of this report and provide many valuable comments.

I would like to express my appreciation towards my friends for their encouragement and
support throughout this report.

5
 TABLE OF CONTENTS:

SERIAL
No. Particulars Page No.

1 Executive Summary 7

2 Introduction

Impact of packaging on consumer behaviour 9

Introduction to the packaging industry 11
Introduction to the Reliance communication
company 14
3 Research Methodology 21
Problem Definition 25
Objectives 28
Sources of data 29
Research design 30
Sampling method 30
Sampling size 31
Tools of analysis 32
Limitations 33
Scope of the report 34
4 Analysis and Findings 36
5 Suggestions 52
6 Conclusions 53
7 Bibliography and References (Appendix 6) 55
8 Annexure

Questionnaire 57

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 1 .EXECUTIVE SUMMARY

The aim of this report is to get the study to point toward Impact of packaging on consumer
buying behavior.

The basic purpose of behind this research is I try to find the positive relationship between
independent variable and dependent variables. This report also tells us how the packaging plays
an important role in our selections of particular product .

This project contains the work which was performed by me at Reliance Communication at
koparkhiarne. Where I used to look at the provisions of billing, packaging and dispatch of
pamplets and certificates .

For collecting the data, I will use the questionnaire, while for analysis sample of 100 consumers
will be selected to test the reliability of the model. For that we create questions . The
significance of the study.

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 toincreasing self-service and changing consumers‘
lifestyle the interest inpackage as a tool of sales promotion and stimulator of impulsive
buyingbehavior is growing increasingly. So package performs an important role inmarketing
communications, especially in the point of sale and could be treatedas 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

7
methods of package impact on consumer‘s purchase decision.

The packaging becomes a major cause of his decision to buy anything because it is the first
introduction of the product, which communicates the consumer that whether a product may (or
may not) fulfill his requirements. The product which appears more suitable to a customer a
nearest match for his needs is bought, whereas others are left. The key factor to convince a
customer is to know his needs and to make him understand that a particular thing is a perfect
match of his requirements.
As due to change of consumers' life style consumers are interested in packaging tool, So
packaging performs an important role in marketing communications, Packaging characteristics
could be treated as one of the most important factors influencing consumers' brand preference.
Taking into consideration that package could be treated as a set of various elements
communicating different messages to a consumer, the role of appropriate packaging material to
form customers' behavior becomes inevitable.

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INTRODUCTION

9
2. Introduction to the Industry .
Marketing competition in this day & age as quite stiff, and as a result, businesses & other
organizations are frantically trying to find new ways to get customers to purchase their products,
therefore by utilizing excellent packaging, companies can bring more customers‘ in. nothing
tends to get a attention of customer the same way that outstanding packaging design can. At the
point of purchasing a product packaging is what serves as a direct link between the product
within and the customer looking to make a purchase.

It is important that marketers really get to know their market well so that they can make sure that
they are having a positive level of penetration. If the packaging is not doing anything, when it
comes to drawing attention to the product, then probably nobody is going to buy the product.
Whether brand packaging is designed for business to business or consumer retail sales,
packaging is everything when it comes to truly reflecting the brand. Having a good packaging
design will continue to work for company and product for many years to come, which will allow
you to build large amount of loyalty all along the way.

It is important for this reason that you make a point to know your customers well, and that you
choose your packaging options accordingly. In order to be able to penetrate the market with your
packaging, that is when you can generate real brand power, generating the appreciation of your
customers & building business as a result.

Marketing & advertising will both play important roles in influencing the buying intention of the
customer, but neither of these roles are nearly as close to your product as packaging is, because
the decision to make a purchase during a shopping experience is made specifically at the store
level & not at the marketing or advertising level. Packaging has a better reach than advertising
does, and can set a brand apart from its competitors. It promotes & 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.

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An important part of the product decision making process is the design of the packaging. An
effective packaging strategy can contribute to the firm‘s competitive advantage. A good
packaging strategy will endeavor to produce packaging that is unique, functional, safe, easy to
remove, promotes product benefits and promotes the brand. Packaging design, which upgrades
the brand image value of its products in an artistic form and is for the purpose of commodity
sales, is a combination process of art & natural science. Excellent product packaging is a link
that delivers the products‘ information & consumers‘ purchasing desire, and it should include the
arts, materials, psychological, market and many other factors. Therefore, it is critical for the
package designer to conduct a deep research into the consumers‘ emotional appeal before
carrying out product design, due to which marketer use various psychological tricks to influence
the overall behavior of the consumers.

2.1 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‖.

2.2 Root Of Packaging

• Over the past two centuries, burgeoned in response to an exponential rise in global
commercial activity.

• The origin of the modern packaging industry can be traced back to the late 18th
century , when the industrial revolution heralded widespread changes in manufacturing.
Before, then most manufacturing processes were dependent on manual labour and small-
batch production.

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 • Mechanization not only accelerated the production of all types of commodities, but also
influenced their packaging.

• The faster production ,the greater need for packaging supply could now anticipate and
even outstrip demand , so packaging needed to attractive as well as functional if products
were to survive market competition .

2.3 Aim / Objective of packaging .

According to the World Packaging Organization (WPO), globally the packaging material &
machinery industry is estimated to be worth 500 billion US $ per year, representing between 1-2
% of the GDP in industrialized countries. An estimated 100,000 million people, and in principle,
serve all business sectors manufacturing and/or trading physical products.

Packaging concept has gone through a fast & significant development in recent decades,
however the smartest development are to be seen in developing economies. Today‘s modern
society depends to a large extend on the availability & use of modern packaging technology,
comprising a vast variety of modern materials, high tech applications & smart concepts.

The aim of the study is to understand integral role packaging has to play in marketing & selling
product, as it‘s no longer enough for the retail environment in a satisfactory condition, now it has
to sale the product too. Packaging plays an integral role in the decision to purchase a product or
not, therefore, it‘s very crucial to analyze how the psychological characteristic affects the buying
behavior of customers.

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2.4 Objective Of Study on Impact Of Packaging

1) To find out the effect of packaging on the buying behavior.

2) Theoretical analysis of package elements and their impact on consumer‗ 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.

2.5 SCOPE OF STUDY

The scope of this study is limited to the geographical area of the city of Navi Mumbai and includes
suburbs of Mumbai .
A packaging that is well designed for its marketing function helps to sell the product by
attracting the attention and expressing the product positively to the ultimate potential consumers.
To achieve the communication goals effectively and to optimize the potential of the packaging
in a buying place, marketers must recognize the attributes of a packaging and their impact on
consumer‘s purchase decision and integrate these perceptual attributes into their packaging
design. This study is significant since majority of the previous packaging studies were not
locally-based. Thus, the results of this study will provide a new insight to the local marketers
towards the impact of visual as well as verbal packaging attributes on consumer‘s purchase
decisions of packaged food.
It is important that business organizations focus on providing the best service to their customers.
I examine how consumers respond to the visual aspects of packaging design and benefits of
studying consumer behavior.

13
Today‘s companies in the packaging supply chain are faced with acknowledging, understanding,
addressing & managing a range of issues affecting the sustainable use of packaging.
In nowadays competitive environment the role of package has changed due to increasing self
service & changing consumers‘ life style. 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 & reducing promotional costs.

In this study we will try to find out how important are some design attributes of the products for
its quality perception. Also we are going to find out not only how important are these attributes
but further rmore in which way they affect consumers‘ preferences. There will be an effort to
link consumers‘ attitudes towards the package design attributes with their involvement in the
particular products as well as their consumption habits.

The final goal of this study is to help marketers to understand consumers‘ preferences about the
design of their products. By this study we seek to reveal attributes of packaging 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
will be developed & tested in order to reveal impact of visual & verbal package elements on
consumer‘s purchase decisions.

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3. Introduction to company .

3.1 Reliance Group

Reliance – Anil Dhirubhai Ambani Group, an offshoot of the Reliance Group founded by
Shri Dhirubhai H Ambani (1932-2002), ranks among India‘s top three private sector business
houses in terms of net worth. The group has business interests that range from
telecommunications (Reliance Communications Limited) to financial services (Reliance
Capital Ltd) and the generation and distribution of power (Reliance Infrastructure Limited).
Reliance – ADA Group‘s flagship company, Reliance Communications, is India's largest
private sector information and communications company, with over 100 million subscribers.
It has established a pan-India, high-capacity, integrated (wireless and wireline), convergent
(voice, data and video) digital network, to offer services spanning the entire infocomm value
chain.
Other major group companies — Reliance Capital and Reliance Infrastructure — are widely
acknowledged as the market leaders in their respective areas of operation.

3.2 Founder: About Sh. Dhirubhai Ambani

Few men in history have made as dramatic a contribution to their country‘s economic fortunes as
did the founder of Reliance, Sh. Dhirubhai H Ambani. Fewer still have left behind a legacy that
is more enduring and timeless. As with all great pioneers, there is more than one unique way of
describing the true genius of Dhirubhai: the corporate visionary, the unmatched strategist, the
proud patriot, the leader of men, the architect of India‘s capital markets, the champion of
shareholder interest.

But the role Dhirubhai cherished most was perhaps that of India‘s greatest wealth creator. In
one lifetime, he built, starting from the proverbial scratch, India‘s largest private sector
enterprise.
When Dhirubhai embarked on his first business venture, he had a seed capital of barely US$
300 (around Rs 14,000). Over the next three and a half decades, he converted this fledgling
enterprise into a Rs 60,000 crore colossus—an achievement which earned Reliance a place on
the global Fortune 500 list, the first ever Indian private company to do so.

15
Dhirubhai is widely regarded as the father of India‘s capital markets. In 1977, when Reliance
Textile Industries Limited first went public, the Indian stock market was a place patronised
by a small club of elite investors which dabbled in a handful of stocks.

Under Dhirubhai‘s extraordinary vision and leadership, Reliance scripted one of the greatest
growth stories in corporate history anywhere in the world, and went on to become India‘s
largest private sector enterprise.
Through out this amazing journey, Dhirubhai always kept the interests of the ordinary
shareholder uppermost in mind, in the process making millionaires out of many of the initial
investors in the Reliance stock, and creating one of the world‘s largest shareholder families.
3.3 A dream come true
The late Dhirubhai Ambani dreamt of adigital India — an India where the common man
would have access to affordable means of information and communication. Dhirubhai, who
single-handedly built India‘s largest private sector company virtually from scratch, had stated as
early as 1999: ―Make the tools of information and communication available to
people at an affordable cost. They will overcome the handicaps of illiteracy and lack of
mobility.‖
It was with this belief in mind that Reliance
Communications (formerly Reliance Infocomm) started laying 60,000 route kilometres of a
pan-India fibre optic backbone. This backbone was commissioned on 28 December 2002, the
auspicious occasion of Dhirubhai‘s 70th birthday, though sadly after his unexpected demise
on 6 July 2002.
Reliance Communications has a reliable, high-capacity, integrated (both wireless and
wireline) and convergent (voice, data and video) digital network. It is capable of delivering a
range of services spanning the entire infocomm (information and communication) value
chain, including infrastructure and services — for enterprises as well as individuals,
applications, and consulting.
Today, Reliance Communications is revolutionising the way India communicates and
networks, truly bringing about a new way of life.

16
3.4 Think big. Think different. Think
Dhirubhai preached — and personally practised — one mantra throughout his life: Dream with
conviction. He built the Reliance empire from scratch and, in a short span of 25 years, it
catapulted to become one of the top Fortune 500 corporations of the world — an achievement
unparalleled in history.
He was deeply rooted in traditional Indian values, and at the same time, Dhirubhai possessed
a very modern outlook - truly that of a 21st century person. His corporate philosophy was short,
simple and incredibly effective: ―Think big. Think different. Think fast. Think ahead.
Aim for the best.‖ This was clearly reflected in his passion for mega-sized projects, as well as
his fascination for cutting-edge technology and desire to always achieve the highest possible
productivity. At Reliance, Dhirubhai was a pillar of inspiration for one and all. By practicing
what he preached, he inspired and encouraged everyone to surpass the best in the world.
Dhirubhai fully realised that true empowerment of the people is possible only through
education. Being an effective communicator, he continued to inspire, guide, educate and
motivate everyone through his communications. He was a firm believer in the power of
information and communication, and how it can be utilised and turned to the advantage of
one and all, by making time and distance irrelevant.
He would always say that if a telephone call could be made cheaper than a postcard, it would
transform every home, empower every Indian, remove every obstacle to opportunity and
growth, and tear apart every barrier that divides Indian society. He was convinced that
infocom could energise enterprises, drive governance, and render learning an interesting
experience, apart from making life exciting.
Keeping his conviction as our credo, Reliance Communications is committed to transform
Dhirubhai‘s dream into a reality.
3.5 Vision
―We will leverage our strengths to execute complex global-scale projects to facilitate
leadingedge
information and communication services affordable to all individual consumers and
businesses in India. We will offer unparalleled value to create customer delight and enhance
business productivity.
We will also generate value for our capabilities beyond Indian borders and enable millions of

17
India's knowledge workers to deliver their services globally.‖

3.6 Chairman’s Profile

Anil D. Ambani
Regarded as one of the foremost corporate leaders of contemporary India, Shri Anil D Ambani,
50, is the chairman of all listed companies of the Reliance ADA Group, namely, Reliance
Communications, Reliance Capital, Reliance Energy and Reliance Natural Resources limited.

3.6.1 Awards and Achievements:

Conferred the ‗CEO of the Year 2004‘ in the Platts Global Energy Awards
Rated as one of ‗India‘s Most Admired CEOs‘ for the sixth consecutive year in the
Business Barons – TNS Mode opinion poll, 2004
Conferred ‗The Entrepreneur of the Decade Award‘ by the Bombay Management
Association, October 2002
Awarded the First Wharton Indian Alumni Award by the Wharton India Economic Forum
(WIEF) in recognition of his contribution to the establishment of Reliance as a global
leader in many of its business areas, December 2001
Selected by Asiaweek magazine for its list of ‗Leaders of the Millennium in Business and
Finance‘ and was introduced as the only ‗new hero‘ in Business and Finance from India,
June 1999.

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3.7 Board of Directors
.
Shri Anil D. Ambani ( Chairman )
( Promoter, non-executive and non-independent Director)

Prof. J. Ramachandran
(Independent Director)

Shri S.P. Talwar

(Independent Director)

Shri Deepak Shourie

(Independent Director)

Shri A.K.Purwar
(Independent Director)

Shri R. N. Bhardwaj
(Independent Director)

Smt. Manjari Kacker

(Non-Executive non-independent Director)

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3.8 MILESTONES

2013-14.
Reliance Jio and Bharti signed agreement under which Reliance Jio will utilize dedicated fiber
pair on Bharti's i2i submarine cable that connects India and Singapore. The i2i cable system will
provide Reliance Jio direct access and ultra-fast connectivity to major hubs across Asia Pacific.
RIL-BP announced a new gas condensate discovery off the east coast of India in the deepwater
block CY-DWN-2001/2 (CY-D5) in the Cauvery basin.

2012-13

RIL signed a US$ 2 billion equivalent loan with nine banks covered by Euler Hermes
Deutschland AG. The Global Reporting Initiative (GRI) awarded A+ level to RIL's
Sustainability Report 2011-12.
This is the seventh year in a row RIL has received highest application level on sustainability
reporting.
RIL is also the first company to adhere to the GRI 3.1 Oil & Gas Sector Supplement, released in
February 2012.

2011-2012

In March 2012, RIL became the first Indian company to be certified as "Responsible Care
Company" under stringent standards of American Chemistry Council (ACC), USA. RIL's
Petrochemical Business won this accolade for its robust management system that ensures highest
standards of health, safety, security and environmental performance for both its products and
operations .

2011-2010

During the year, RIL and BP announced a strategic partnership in the oil and gas business.
This partnership comprises BP taking 30 per cent stake in 23 oil and gas production sharing
contracts that Reliance operates in India, including the KG-D6 block, and the formation of a joint
venture (50:50) for sourcing and marketing gas in India.

2008-09
During the year, the Company took a significant step by entering into partnerships in the United
States of America with
Atlas Energy, Pioneer Natural Resources and Carrizo Oil & Gas through three distinctive joint
venture agreements.

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2007-2008

It has also entered into a separate joint venture with Pioneer Natural Resources aimed at
addressing the mid-stream
opportunity in gas evacuation and transportation.

2000-2001
Reliance Industries Ltd. and Reliance Petroleum Ltd. became India's two largest companies in
terms of all major
financial parameters.

1999-2000
Jamnagar Petrochemicals and integrated refinery complex commissioned
World's largest grassroots refinery - 27 million tpa refinery, the 5th largest in the world.
World's largest PX Plant of 1.4 million tpa
World's largest PP Plant of 0.6 million tpa
World-class product handling, storage, and despatch facilities.

1998
Dhirubhai Ambani was awarded the Dean's Medal by the Wharton School, University of
Pennsylvania, USA, for setting an outstanding example of leadership.
Reliance completed phase-II expansion of Hazira Petrochemicals Complex including world's
largest multifeed cracker, PET plant, MEG plant, PTA plant, PE plant

1996-1997
First corporate in Asia to issue 50 and 100 years bond in US debt market
Reliance became the first private sector company to be rated by international credit rating
agencies. S&P rated BB+, stable outlook, constrained by the Sovereign Ceiling. Moody's rated
Baa3, Investment grade, constrained by the Sovereign Ceilings.

1995
Net profit crossed the Rs 1,000 crore mark (Rs 1,065 crores or US$ 338 million), unparalleled in
the Indian Private sector

1994
Reliance offered the second Euro issue of GDR

1993
Reliance Petroleum Limited public issue - India's largest public offering.
Reliance pioneered the first ever Euro Convertible Bond issue by an Indian company.

1992
Reliance raised funds by pioneering foray into overseas capital markets with first ever
international GDR offering by an Indian corporate.
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Reliance commenced the production of High Density Polyethylene (HDPE) at Hazira.

1991
Reliance commissioned phase-I of Hazira Petrochemicals Complex - consolidated its position in
polyesters and entered into attractive polymers business - started VCM and PVC plants.

1988
Reliance started the PX plant at Patalganga

1987
Reliance commenced the Linear Alkyl Benzene (LAB) plant at Patalganga

1986
Reliance started PTA plant at Patalganga.
Reliance commissioned Polyester Staple Fibre (PSF) plant at Patalganga.

1985
Reliance entered phase-II of the Polyester Filament Yarn (PFY) plant at Patalganga.

1982
Reliance launched phase-I of the Polyester Filament Yarn (PFY) plant at Patalganga.

1977
Reliance went public with IPO - Dhirubhai Ambani introduced equity cult in India, a new model
of business leadership from a base of the broadest public shareholding.

22
 RESEARCH &
METHODOLOGY

23
I worked in Reliance communication (Rcom) for RHRS department , for 2 months
(10th of May to 10th of July ) .I worked at Reliance DAKC (koparkhiarne) for the
designation of Business Analyst and also looked after other operational activities

The main work that I performed was making Billing provisions of Rcom .related
with RHRS department , making certificates for RHRS process and packaging to
dispatch of leaflets and certificates .

Sales is divided into wireline connections, wireless connection , enterprises.

Certificates is part of Reliance RHRS process , these is small function that takes
place at Reliance which is managed by HR where the Employess are awared with
the certificates for their performance.
The trophies are also rewared to the top 3 best performer ( who did best sales of
the wireline ,wireless connection ) the rewards are also given to top 3 new comers .
Top 3 performers from all the above category are awarded with a trophy .

The best performer is decided by the number of installation the sales associate has
performed . basically Rcom is divided in 15 circles(Mumbai ,Pune, Gujrat, Punjab,
west Bengal, Karnataka, kerla, Andrapradhesh, Madhya Pradesh, Orissa, chennai,
tamilnadu, Delhi, kolkata)
The employee of all the circles and their performance is seen and according
Top 3 from each section ,Top 25 overall employees are selected and are given
certificates. Even to 3 new comers are also selected so that employees get
motivated.

24
4.2 Process of certificates

certificates
/leaflets printing lamination checking sorting packaging dispatching

The employees are selected from all the 15 circles all over India and according to
their performance the employees are awarded .
There are 3 main sections they are wireline netwrk installations wireless
installation and enterprises installation .
Installations are of the broadband connetions . the employees that did installations
on large number they are being rewarded at the end of the month in RHRS
process .

I used to prepare the certificates according to their ranks and category in the ppt
format later I used to recheck it with my boss . after rechecking was done we used
to make changes if mistakes were found that it was send for printing after the
printing of the cerfificates Is done we used to recheck it and after the approval and
the signs of the head on the certificates was taken , later it was send for laminations
after the lamination was done . Certificates were later divided according to the
caterories and circle wise distributions of certificates was done .
Accordingly to the city the certificates were kept together ,circle and certificates
were packed in the draft envolped which is different from normal envolpe so that

25
it wont b harmed by external force , the trophies wer also packed in bulk and send
to the circles (city ) the circle address were sticked to the right side of the courier
and the senders address was placed below the courir so that it wold be easy to
courier to the sender and also to get the airway code that was used to recognize the
position and location of courier. Bluedart is the site used to track the courires the
packing was done properly taking into considerations of outside problems. And
send for dispatch . at security gate we used to get one code so that we can track till
wat tym and how many days will b taken for deleivering . and after 5 days I used
to call the area head and confirm whethr the delivery was on time .
And this was the end for certificate process .

For leaflets according to the new schemes and new products (netconnet+), the new
designs new terms schemes etc was introduced and accordingly the colour size
and design was the main constraint that was taken into considerations .
The no. of leaflets were also decided according to the circle wise distribution. The
leaflets are designed and ordered after every 2-3 months.
The leaflets were packed in the box and same as certificates the circle wise address
was printed on the box and the distribution of the leaflets were done .

26
Problem Identification.

To know what are the problems that we were facing it is necessary to know was is the objective
or what are the terms that should be satisfied .

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.

• 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.

27
Problems Identification.

For this purpose main package‘s elements could be identified: graphic, color, size, form, material
of packaging are considered, leaflet design, printed information, innovation while product
information, producer, country-of-origin & brand are considered as important ones. However,
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.

I am trying to point out few of the facts, which marketers will need to be aware of and consider
in product packaging. It‘s important to understand the evolution of the package because now
products are using the packaging as the primary sales tool. It has to be ―speak‖ to consumers
both literally & visually.

So, I do start my analysis by viewing a particular package from the eyes of consumers, and
emphasis on how to shape the image of the product to better meet the needs of the consumers.

.1 RESEARCH PROBLEM

Following steps were taken in to consideration, to identify the research problem-

1. Informal investigation

 Visit to warehouse, talked to workers ,security which looked after the

dispatching of the bulk of leaflets officers and the customer.

2. External and Internal Analysis

 Understanding customer problem

 Understanding the environmental conditions .

28
4.4 RESEARCH DESIGN.

The research design refers to the overall strategy that you choose to integrate the different
components of the study in a coherent and logical way, thereby, ensuring you will effectively
address the research problem; it constitutes the blueprint for the collection, measurement, and
analysis of data. Detailed & structured questionnaire was designed.
The questionnaire was designed to get information from Managers , subordinates and also from
the customers of differnet age group about their satisfaction & overall opinion about the
packaging of the product and whether they get delivery on time. The methodology developed
was Primary & Secondary research.

Research design is based on ideas or principles within which research is conducted. It forms the
blueprint for the collection, measurement & analysis of data. It will be basically a systematic
enquiry aimed at providing information to solve managerial problems. It will helps in guiding
business decision. For this research sufficient time & care will be given for forming the
questionnaire, deciding the types of data to be gathered & procedure to be used for this purpose.

Objectives of the Study:

 To find out the effects of packaging on the buying behavior.
 Theoretical analysis of package elements & their impact on consumer‘s purchase
decision empirically reveal the elements having the ultimate effect on consumer choice
in a case of different products.

29
Sources of data

In this study work, after exhaustively surveying the literature on the dependant & independent
variables were noted down & the questionnaire involving dependent and independent variables
will be administrated to the representative set of population. The data will be collected through
survey will be analyzed.
the direct survey will be used as the primary data collection tool for this study purpose, for which
the convenient sampling technique will be used where respondents are to be selected because of
their convenient accessibility & proximity to the researcher. Many researchers prefer the
sampling technique because it is fast, inexpensive, easy, and the respondents are readily
available, therefore, in this study the respondents will be targeted at the various super stores
where customers experience the shelf impact of the product, therefore they can better understand
& analyze the various attributes of the product, so in return they will better provide their
feedback & experience for this study.

Primary data is the data collected by the researcher themselves, i.e.

1. interview
2. observation
3. action research
4. case studies
5. life histories
6. questionnaires

Secondary sources are data that already exists

1. Previous research
2. Official statistics
3. Mass media products
4. Government reports
5. Web information
6. Historical data and information

30
FRAMEWORK :

Independent variables

PACKAGING
COLOUR

BACKGROUND
IMAGE

PACKAGE Dependent variable

MATERIAL

CONSUMER BUYING
BEHAVIOUR
FONT STYLE

DESIGN OF
LEAFLETS

PRINTED
INFORMATION

INNOVATIONS

31
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:

For my convinence I choosed to use the questionarrie method .

The sample design for the survey is classified according to the age, designation too;
Total 100
Respondents are selected for the survey out of which 25 respondents are
selected from each age group.

25 ( respondants of age 15-20) + 25 (respondants of age 21-34) + 25 (respondants of age 35-

49)+ 25( respondant of age 50+) =100

AGE GROUP RESPONDANTS

15-20 25

21-34 25

35-49 25

50+ 25

32
QUESTIONARIE THAT WILL BE USED FOR ANALYSIS :

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
 Sometime‗s

4. Which of the following aesthetic factor attracts you towards the

Purchase of the product?
 Color
 Shape &
 Size Text &
 Graphics

33
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?

 Agree
 Normal
 Disagree

7. The quality of packaging can save product better?

 Agree
 Normal
 Disagree
8. Do you think the products offered by leading brand are always better?
 Agree
 Normal
 Disagree

9. Do you read printed information on the package of product?

 Yes
 No
 Sometimes

34
10. Do you get delivery on time ?
 Yes
 No
 Sometimes

Limitations

It depends on the customer willingness to give good and fair response.

• Results of this study and findings are applicable only for Visakhapatnam city and
nearby areas. The results may be different in other parts of India.
• The sample size considered was 100 owing to Time constraints;the results were
extrapolated.
• Absence of professional researchers was another limitation of the study
Although this research is carefully prepared, I am still aware of its limitations and
short comings. For the purpose of this study, an experiment will be conducted on
particular products. The package design includes four attributes which vary in two
particular levels. Other products, other attributes & different levels may lead more
or less in different results. Furthermore, the design of the experiment as well as the
illustration of the participants will be done with my & my supervisor limited skills.
Also the sample of the study comes from the urban population of the Mumbai
region. Therefore, the results cannot be over-generalized.

35
ANALYSIS AND FINDINGS

36
1. Does packet of a product influence your buying behavior?
a) Yes b) No c) Sometimes
Response :

Age Yes No Sometimes

15-20 22 0 3
21-34 23 0 2
34-50 18 5 2
50+ 13 10 2

25

20

15 yes
no
10 sometimes

0
15-20 21-34 34-50 50+

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.

37
2. What is your priority towards packaging?
a) Protective Packing b) Eco- Friendly Packing
c) Attractive Packing d) All of Above
Response :
Age Protecting Eco friendly Attractive All of above
packaging packaging packaging
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 .

38
3. Do you switch your brand due to change in packaging of existing
Brand?
a) Yes b) No c) Sometime‗s
Response

Age Yes No Sometimes

15-20 8 5 12
21-34 5 6 14
34-50 3 11 11
50+ 4 13 18

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.

39
4. Which of the following aesthetic factor attracts you towards the
Purchase of the product?
a) Colour b) Size and shape c)Text & Graphics

Response

Age Colour Shape & size Text & graphics

15-20 11 8 6
21-34 8 9 8
34-50 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.

40
5. Select the parameter of packaging due to which you prefer to buy
the product?
a) Convenience b) Material Use
c) Aesthetic (color, shape, Size) d) Information
Response:

Age convinence Materials 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

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

41
6.The innovative package can change your decision while
purchasing?
a) Agree b) Normal c) Disagree

Response

Age Agree Normal Disagree

15-20 15 5 5
21-34 12 4 9
34-50 10 10 5
50+ 4 13 8

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

42
7. The quality of packaging can save product better?
a) Yes b) No c) Sometimes

Response

Age Yes No Sometimes

15-20 18 2 5
21-34 12 4 9
34-50 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.

43
8. Do you think the products offered by leading brand are always
better?
a) Agree b) Normal c) Disagree

Response:

Age Agree Normal Disagree

15-20 10 10 5
21-34 9 10 6
34-50 3 11 11
50+ 4 8 13

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.
44
9. Do you read printed information on the package of product?
a)Yes b) No c) Sometimes
Response

Age Yes No Sometimes

15-20 8 5 12
21-34 5 6 14
34-50 10 5 10
50+ 10 3 12

Interpretation:

From this question we want 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 Innovation and image background

45
10. Do you get delivery on time ?
a) yes b) no c) sometimes
Response
Age Yes No Sometimes
15-20 12 8 5
21-34 14 6 5
34-50 10 5 10
50+ 12 3 10

delivery time
14
12
10
yes
8
no
6
sometimes
4
2
0
15-20 21-34 34-50 50+

Interpretation

Result stated that customers highly agreed that they receives the order on time
Age group of 35-49 &50+ they think that it sometimes delivers on time . while
only few among 25 of each group agrees hat they don‘t receive the products or
order on time .

46
Findings
Result of research on role of packaging on consumer‘s buying behaviour 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, countryof- 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
material are the main visual elements, while product information is also the
main verbal elements when purchasing milk and washing-powder.

47
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 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.

48
PROBLEMS FACED

Overweight Breakage

Moisture
Pilferage and
temperature

OVERWEIGHTED:
We all know every material has its own capacity to hold the material .
If we excess its capacity it will sure give adverse effect .
If the particular envolp can hold only 12 cerficates in it If we increase it ,it will surly tear .

Breakage
Some of the goods are being packed in the wooden boxes so that they can be safe to used . but if
the excess load is being intended in that box that it will surwely break .

Pilferage

Pilferage is the theft of part of the contents of a package. It may also include theft of the contents
but leaving the package, perhaps resealed with bogus contents. Small packages can be pilfered
from a larger package such as a shipping container. Broader and related aspects of theft may
include taking the entire package, pallet load, truck load

49
Moisture & temperature
Some products do react with the change in the temperature ,
Some medicine like paracetomal can also get adverse effect if they are being kept in contact with
moisture .
So we need to take care accordingly so that there wont b any adverse or bad effect on the goods
.
Late delivery of the products or the packets
Due to enviormental conditions thr can b late in delivery of the goods . These is also the
problem that is being faced .

Improvements done by reliance packaging and dispatching team :

Solutions involve all phases of product production, packaging, distribution,

logistics, sale, and use. No single solution is considered. Often, packaging
engineers, logistics engineers, and security professionals have addressed multiple
levels of security to reduce the risk of pilfering.
Each situation is unique. Some considerations have included:

Identifying who a potential pilferer might be: an internal employee, security guard, truck driver,
delivery person, receiver (consignee), organized crime, etc. Engineers usually start with knowing
what level of knowledge, materials, tools, etc. might they have.
Identifying all feasible methods of unauthorized access into a product, package, or system. In
addition to the primary means of entry, engineers also consider secondary methods.
Identifying available means of resealing, reclosing, or replacing special seals.
Using extra strong and secure packaging: A weak or damaged package is an invitation to
pilferage.
Considering unique custom seals and labels (changing regularly because these are subject to
counterfeiting)
Improving the pilfer resistance to make pilfering more difficult, time-consuming, etc.
Choosing a logistics provider who can reduce the risks of pilferage.

50
Shipping in packages in unit loads with stretch wrap or in intermodal shipping containers with
security seals Educating people to watch for evidence of pilfering.
With a corrugated box, using a wider and stronger closure tape, 3-inch or 72 mm, reinforced
gummed tape or pressure-sensitive tape
Using a tamper-evident tape or seal on packages that leaves a message, warning, or other
indication if removed.
Installing a surveillance system to help identify any suspects.
Effective packaging remains one of the crucial elements of a product‘s successful lifecycle.
Ensuring reliable quality, safety, functionality and regulatory compliance is key. Savvy
organisations are simultaneously adding value and bottom-line impact by incorporating
innovative new materials and pack technology whilst managing pressures for cost reduction,
sustainability and more. At reliance I understand these challenges.

Our independent packaging experts provide a range of services to help clients assess and
improve the performance of their packaging.
Now after completing this internship I can help the companies with manage and improve the
performance of:
Packaging materials
Objective performance assessments, benchmarking and specification development
Primary packaging
Rapid-response troubleshooting, technical investigations and comparative performance
assessments
Secondary and tertiary packaging
Overcoming common package challenges such as designing for fragile goods, lightweighting and
sustainability
Food contact materials and packaging
Expert safety and Regulatory compliance services
Packaged goods in the shipping environment and wider supply chain
Damage prevention, transit packaging improvement and cost reduction

51
 Suggestions
and
recommendations

52
SUGGESTIONS
Reliance Communications should focus on emerging markets especially in rural areas where its
infrastructure gives it an edge over others.

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.

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.

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.

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.

Attractive schemes should be introduced in market so that people get attracted towards reliance .
While creating schemes the most important thing to be considered are good quality , low price ,
satisfy the customer‘s needs .

53
conclusion

54
Conclusion

First, the study had contributed to the expanding knowledge base of packaging concepts. As
more is known about the relationship between various packaging attributes and their effects on
the brand image, it will be possible to more clearly understand the importance of visual and
informative elements in influencing the consumer decision, which might be affected by the level
of education among the various customers, as it is already witnessed from the past researches
that if the customers are educated, than they are probably less influenced by the visual elements
of the packaging, as they are more likely to be influenced by the informative elements such as
usage information, nutrients facts, etc. The proposed research study is viewed as a piece of this
puzzle. The study should contribute toward a better understanding of these facts.

I anticipate the impact of the results of the research to be useful for understanding the role of
packaging in the brand promotion. Marketers are always keen to adopt new tactics to promote
their products, so through this study, they will find a new and various interesting facts regarding
the peoples from the selected population. Therefore, the marketers can interpret and use the
finding of this study to further enhance their product attributes. This study is important because it
will show light on the general trends of the packaging in the products and the improvements that
can be taken into considerations while packing to delivering of the product .

55
BIBILOGRAPHY

56
BIBLIOGRAPHY
Websites:

• Reliance Communications:
http://www.rcom.co.in

• packaging and branding

http://www.boundless.com

• Bubley packaging research,

http://www.bubley.com/tscopes/research.html
http://www.m-w.com/dictionary/gestalt.com
Wikipedia Online Encyclopedia,
http://en.wikipedia.org/wiki/Tachistoscope

Books
Kotler, Ph. (2003) Marketing management, 9th ed. Upper Saddle River:
Prentice-Hall.
Internal Sources:

• Company Resources
• A generic customer feedback

57
Annexure

58
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.
Please provide Information with confidence. Your information will not be
disclosed.
Personal Information
Name
Gender
Age
Profession
Education
E-Mail
Contact No

1. Does packet of a product influence your buying behavior?

a)Yes b)No c)Sometimes

2. What is your priority towards packaging?

a)Protective Packing b)Eco- Friendly Packing

c)Attractive Packing d)All of Above

3. Do you switch your brand due to change in packaging of existing

Brand?

a)Yes b) No c)Sometimes

59
4. Which of the following aesthetic factor attracts you towards the

Purchase of the product?

a) Color b)Shape & Size c)Text & Graphics

5. Select the parameter of packaging due to which you prefer to buy the

product?

a)Convenience b)Material Use

c)Aesthetic (color, shape, Size) d) Information

6. The innovative package can change your decision while purchasing?

a)Disagree b)Normal c)Agree

7. The quality of packaging can save product better?

a)Yes b)No c)sometimes

8. Do you think the products offered by leading brand are always better?

a)Disagree b) Normal c)Agree

9. Do you read printed information on the package of product?

a)Yes b)No c)Sometimes

10. Do you get delivery on time ?

a) Yes b) No c) sometimes

60
61