Project Report - Impact of Packaging on

Retailers and Consumers

Impact of Packaging on Consumers and Retailers Buying Behaviour

Packaging is concerned with designing and producing of appropriate packages for

a product.The significance of packing has increased these days because of severe
competition in the markets and rise in the standard of the living of people, good
packaging protects the products on its route from the seller to the buyer and in some
cases even during its life with the user. Packaged goods are generally more convenient
to handle. Packaged facilitates the sale of the products. It acts as a silent salesman to
the manufacturers particularly at a place where there is widespread use of self service,
automatic vending and other self selection method of retail selling. Sometimes,
packages are duly sealed to endure products of right quality to the consumers.

So from above it is clear packing means wrapping compressing, filling or creating of

goods for the purpose of protection of goods and there convenient handling.

Levels of Packaging :

The container or wrapped is called the package. The package might include up to
three levels of material. Thus old spice After Shave Lotion is in a bottle (Primary
Package) i.e. in a cardboard box (secondary package) i.e. in a corrugated box
(shipping package) containing six dozen boxes of Old Spice.

Function of Packaging :

As a important peripheral attribute of a product, a package has the following function

to perform.

1. Utilitarian Function :

Package performs the utilitarian function by retaining and enhancing the product
value to consumers in the following ways :

(a) Package protects from deterioration, spilling, spoilage and Evaporation during its
transit from manufacturer to consumer.
(b) It enhances product use convenience why keeping it cleans and undistributed.

(c) It helps easy brand identification.

(d) It makes products handling easier and safe on the retail store shelves.

2. Communication Function :

Package performs a communication function by becoming an important adjust to the

components of the communication mixed namely, advertising and sales promotion, it
performs this function the following ways:

(a) It marks products identification and differentiation both and effective. In a

competitive market when differences in the tangible product attributes are not
conspicuous, it is the package whose unique presentation makes products looked
different from competiting brands.

(b) Package feature communicate product massage and motivate consumers to buy.

(c) A change in the product package design and message considerably facilitates
implementation of product repositioning strategy of the company.

(d) Package repeats the selling message in printing on its before consumer when it is
repeatedly handled during a series of uses.

(e) It promotes products at the point of purchase and triggers impulse buying.

3. Profit Function :

Package also performs a profits function in the following ways :

(a) Consumers assigning relatively higher value to package are usually prepared to
pay higher price for this product attribute as a result, higher contribution to profit
flows package.

(b) Effective package cuts cost of handling and transportation and protects product
from damage thereby, saving a company from cuts in profit.

The growing importance of packaging may be attributed to some of the following

factors :

 Rising standards of health, cleanliness and sanitation in the urban and semi-urban
areas and amongst educated consumers.
 Retailers have prepared package products on there shelves on account of easy of
handling, longer shelf life and attractiveness. It also does the selling job for them.

 Phenomenal growth of package, raw material supplying concerns e.g. paper

cumbersome recovering rules and procedures in railway - the major national
transporters have compelled marketers to properly packaged their products.

Objectives of the Study

 To know about the retailers & consumers satisfaction of the services organization.

 To invite suggestion from retailers for improvement in Grasim Packaging.

 To know which kind of packaging affected the retailer's sale.

 To know about the changes retailers wants in packaging.

 To make company aware about retailers expectation from Grasim.

 To collect information about customers preference tastes through retailers.

 To know about the position of Grasim packaging in relation to other products.

Contents
Grasim Industries Limited

 Introduction
 Characteristics of Grasim Industries Limited
 Main Projects of Grasim
 International field of Operation of Group
 Objectives of the company
 Birla Management Centre
 World Class Manufacture
 SWOT Analysis

Project Report

 Introduction to the topic

  Functions of packaging
 Consideration regarding packaging
 Levels of packaging
 Requisites of goods package
 Material use in packaging
 Material used by Company

Research Methodology

Objectives of the Study

Limitation of the Study

Conclusion

 Findings of the retailer survey

 Findings of the customer's survey

Suggestions

Bibliography

Annexure

 Sample of Questionnaire of Retailer Survey

 Sample of questionnaire of Customer Survey

Project Description :
Title : Impact of Packaging on Retailers and Consumers

Category : Project Report for MBA

Description : Project Report - Project Report Impact of Packaging on Retailers

and Consumers, Level of Packaging, Functions of Packaging, Importance of
Packaging, Packaging Factors, Packaging Material used by company

Pages : 64

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