Black Book Project

Effect of packaging on consumer
buying behaviour with respect to

FMCG industry in Mumbai city
A Project Submitted to-
HSNC University, Mumbai for partial completion of the degree of Third

year of Bachelor in Management studies
Under the Faculty of Management
By Tanushka Thakur
Under the Guidance of,
Anjali Dhanani
HR College of commerce & Economics
Feb 2023
1
Declaration by Learner
I the undersigned Miss Tanushka Thakur (Roll No & Class) 321 Div:B
here by, declare that the work embodied in this project work titled “ effects
of packaging on consumer buying behaviour with respect to FMCG industry
in Mumbai city” forms my own contribution to the research work carried
out under the guidance of Anjali Dhanani is a result of my own research
work and has not been previously submitted to any other University for any
other Degree/ Diploma to this or any other University.
Wherever reference has been made to previous works of others, it has been
clearly indicated as such and included in the bibliography.
The learner has complied to the provisions of the UGC (Promotion of

Academic Integrity and Prevention of Plagiarism in Higher Educational
Institution) Regulation 2018.
I, here by further declare that all information of this document has been
obtained and presented in accordance with academic rules and ethical
conduct.
Name and Signature of

the learner
Certified by
Name and Signature of the Guiding Teacher
2
HR College of commerce & Economics
Certificate
This is to certify that Ms Tanushka Thakur, 321 Div B has worked and duly
completed her Project work for the degree of Master of Commerce under the Faculty of
Commerce in the subject of Marketing and project is entitled ,
“ under my supervision. I further
certify that the entire work has been done by the learner under my guidance and that no
part of it has been submitted previously for any degree or diploma of any University.
It is her/his own work and facts reported by her/his personal findings and investigations
Seal of the College Signature of Guiding Teacher

Date of Submission:
3
ACKNOWLEDGMENT
To list who all have helped me is difficult because they are so numerous and the depth is s
enormous.
I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.
I take this opportunity to thank the HSNC University for giving me chance to do this
project.
I would like to thank my Principal, Pooja Ramchandani for providing the necessary
facilities required for completion of this project.
I take this opportunity to thank our Coordinator Charvi Gada, for her moral support and
guidance.
I would also like to express my sincere gratitude towards my project guide
Anjali Dhanani whose guidance and care made the project successful.
I would like to thank my College Library, for having provided various reference books and
magazines related to my project.
Lastly, I would like to thank each and every person who directly or indirectly helped me in
the completion of the project especially my Parents and Peers who supported me throughout
my project.
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INDEX
Chapter Topic No. Topic Pg

No. No
Abstract 6
1 Introduction 7
1.1 Selection and Relevance of Problem 7
1.2 Historical Background 8
1.3 Brief Profile of Study area 9
1.4 Definition of Related Terms 10
2 Literature Review 12
3 Research Methodology 27
3.1 Objectives 27
3.2 Hypothesis 28
3.3 Scope of study 29
3.4 Limitations of study 29
3.5 Significance and Relevance of study 30
3.6 Sources of information 31
3.7 Nature of information 32
3.8 Techniques and tools 33
3.9 Theoretical framework 35
3.10 Tropicana case study 40
3.11 Kraft food case study 47
3.12 Pepsi rebranding cade study 50
4 Data Analysis and Interpretation 53
4.1 Interviews 53
4.2 Primary data analysis 60
5 Conclusions, findings and recommendations 72
5.1 Findings 72
5.2 Conclusion 73
5.3 Recommendations 75
6 Annexure 76
7 Bibliography 80
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ABSTRACT
This research paper's goal is to examine how packaging for FMCG products affects consumer
purchasing decisions. Focus groups were utilised in the research's understanding of customer
behaviour toward FMCG products, which was done in Mumbai. Enclosing, packing, or
covering the products for storage and protection is the process of packaging. The packaging
of the product may provide pertinent and helpful information for the consumer due to the rise
of self-service in retail settings where customers look up and process information.
A key factor in forecasting consumer preference is product packaging. Packages play a

crucial role in marketing communication, but they also provide brand identification and label
information, such as usage instructions, a list of the product's ingredients and other
ingredients, warnings for use, and instructions for product care, which in turn influence
consumer purchasing decisions.
In order to choose the right package, the companies have to understand the importance and
impact packaging creates in the mindset of the consumers. Packaging plays an important role
in the success of a brand. The role of packaging has gained a greater importance as it is one
of the way companies get the people to recognize the product. By understanding the factors
of package that influence the consumers, companies would be able to create the best
decisions in choosing the right package. Different elements of packaging such as colour,
image, shape, material, label, printed information, etc. are taken into consideration in the
study.
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CHAPTER 1
INTRODUCTION
Selection and Relevance of Problem
Any company's logistics must implement an effective and efficient packaging operation.
Additionally, it makes it possible for you to store goods efficiently so that you may stack
orders, put them on pallets, and transport them around the warehouse with ease while getting
ready for delivery. Protective packaging is used while items are being readied for transit in
order to restrict product movement and minimise needless damage.

Along with safeguarding the goods, packaging facilitates effective delivery, makes storage
simple, and can communicate important handling instructions—all while simultaneously
promoting your business. With the right process in place, a clever use of packaging can allow
any business to deliver large quantities in an efficient way, freeing up space, reducing costs,
and saving valuable time. Above all, packaging has an important role in keeping its contents
and consumers safe.
A distinctive package can make a product more alluring and influence consumers' inclination
to purchase it. As crucial as the product itself is the packaging. Its goals are to differentiate
itself from competing products on the shelf or website, increase sales, offer pertinent product
information, and pique attention. According to two thirds of individuals, packaging
influences their purchasing decisions. A product's packaging can also reveal a great deal
about the company that created it as well as the economic, social, and environmental effects
of the product. It serves as a vehicle for expressing the company's ideals and the many
advantages the product offers to customers. Your company's packaging will give your
consumers, clients, or distributors their initial impression of you. This makes it a worthwhile
marketing opportunity, allowing a business to advance their brand and preserve their
reputation for professionalism. Through this research project, consumer buying behaviour of
people with respect to packaging is explored. By effectively understanding the nature and
amount of people’s perception about the market, businesses can make wiser choices towards
packaging.
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Historical Background:
Food was eaten wherever it was found very early in human history. Families and
communities could provide for themselves by hunting and fishing for their needs.
Nature offered gourds, shells, and leaves to use as containers when necessary. Later,
natural materials like hollowed logs, braided grasses, and animal organs were used to
create containers.
Fabrics descended from furs used as primitive clothing. Fibres were matted into felts by
plaiting or weaving. These fabrics were made into garments, used to wrap products or
formed into bags. With the weaving process, grasses, and later reeds, were made into
baskets to store food surpluses. Some foods could then be saved for future meals and
less time was needed for seeking and gathering food.
Metals and earthenware were created as ores and chemicals were found, and this led to
the development of different packing types. This fact sheet includes a brief summary of
the more popular packaging developments. Perhaps the earliest type of what is now
known as "flexible packaging" is paper. As early as the first or second century B.C., the
Chinese began to wrap food in sheets of prepared mulberry bark. The process of
creating paper was improved over the following 1,500 years and spread to the Middle
East, then to Europe, and finally, in 1310, to the United Kingdom. In Germantown,
Pennsylvania, the method finally made it to America in 1690.
But compared to modern articles, these early ones were somewhat different. Initially,
flax fibres and later used linen rags were used to make paper. The first paper made from
wood pulp wasn't created until 1867. With its introduction on the market for beverage
containers in 1977, the Polyethylene Terephthalate (PETE) container has only been
readily available for the past 20 years. Foods and other hot-fill products, such jams, may
be packaged in PETE by 1980.
Plastics that are recyclable and recycled are starting to be used in packaging designs
today, but the quest for reuse features is ongoing. The labelling of the product with the
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firm name and information about the contents is a relatively recent development in
packaging.
Brief Profile of Study Area:
This research paper highlights the effects of consumer buying behaviour with respect to
packaging in the fast-moving consumer goods industry. This research is conducted in
Mumbai city and a focus group methodology was used to understand consumer buying
behaviour towards FMCG products.
The challenge faced during the research was to incorporate packaging into an effective
purchasing decision model, by understanding Consumer’s behaviour towards the
packaging of FMCG products.
The product's package may contain pertinent and helpful information for the consumer
due to the rise in self-service in-store inquiries and information processing. Predicting
consumer preferences is greatly influenced by a product's packaging. Packaging is
essential to marketing communications because it provides brand identity and label
information, including usage guidelines, a list of the product's components and
ingredients, warnings, and instructions for product maintenance, all of which have an
impact on customer purchase decisions.
This paper will cover consumer’s buying behaviour related to FMCG products in
Mumbai city.
This paper surveyed 104 people between 20-60 years. Most of the consumers were
students and working professionals.
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Definitions of Related Terms :
i. Consumer behaviour: Consumer behaviour is the study of individuals, groups, or

organizations and all the activities associated with the purchase, use and disposal
of goods and services. Consumer behaviour consists of how the consumer's emotions,
attitudes, and preferences affect buying behaviour.
ii. FMCG: Fast-moving consumer goods are products that sell quickly at relatively low
cost. These goods are also called consumer packaged goods. FMCGs have a short
shelf life because of high consumer demand (e.g., soft drinks and confections) or
because they are perishable (e.g., meat, dairy products, and baked goods). These
goods are purchased frequently, are consumed rapidly, are priced low, and are sold in
large quantities.
iii. Poly bags: A poly bag, also known as a pouch or a plastic bag, is manufactured out of
flexible, thin, plastic film fabric. It is one of the common types of packaging and can
carry a wide range of products including food items, flowers, waste, chemicals,
magazines, and so on.
iv. Sustainable Packaging: Sustainable packaging constitutes sourcing, developing, and

using packaging solutions having a minimal environmental impact. From production
to recovery and reuse, these packages should ideally comprise sustainable, non-toxic,
biodegradable, and compostable materials utilizing renewable energy sources.
v. Tetra-pak: a type of plasticized cardboard carton for milk and other

drinks, folded from a single sheet into a box shape.
vi. Packaging Labels: Labels that are applied to packaging to indicate the contents,
product specifications, contact details, health and safety warnings and guidelines for
use, and any additional marketing, branding, or pricing information that applies to a
product.
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vii. Tin Boxes: A tin box is a tinplate container. Tinplate metal is primarily steel with a
very thin tin coating. Tin-free steel is also used. In some cultures, these boxes or cans
are referred to as "tin boxes" or sometimes even "tins". Many “tin boxes” have hinged
or removable lids or covers. These tinplate cans [2] are often used to package breath
mints, instant coffee, biscuits and holiday treats.
viii. Brand Packaging: Brand packaging is the physical wrapping or container that holds
your product and represents your brand identity. This makes it a key touchpoint for
establishing a connection with your customer and an important extension of your
brand experience.
ix. Glass container: Glass Container means a container which is designed and intended to
hold a beverage, food, cleaning, health, beauty or similar product and is manufactured
from a mixture of silicates, borates or phosphates
x. Secondary packaging: Secondary packaging is the exterior packaging of the primary

packaging that groups packages and further protects or labels the drug product.
Tertiary packaging is used for bulk handling, storage, and distribution. Common types
of secondary packaging include cartons, trays, and film bundles.
xi. Carton: a box made from cardboard for storing goods, or a container made from
cardboard or plastic in which esp. milk or fruit juice is sold.
xii. Tertiary packaging: Often also referred to as bulk or transit packaging, this type of
packaging is used to group larger quantities of SKUs to transport them from point A
to point B (ex: from production facility to point of sale). During this stage, products
are handled as distribution units. Tertiary packaging is typically not seen by
consumers since it is usually removed by retailers before products are displayed for
sale. Examples of tertiary packaging might include brown cardboard boxes, wood
pallets and shrink wrap.
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CHAPTER 2
LITERATURE REVIEW
The Concept of Packaging

Packaging can be defined quite simply, as an extrinsic element of a product, an
attribute that is related to the product but does not form part of the physical
product itself (Olson & Jacoby, 1972; Musa, 2015). It is the container for a
product encompassing the physical appearance of the container and it includes
the design, colour, shape, label, and materials used (Arens, 1996; Musa 2015).
It is used to identify, describe, protect, display as well as to promote the product

and to make it readily marketable, storable as well as to protect it against
damage. Packaging is the process of designing and producing the container or
wrapper which stores, protects, identifies and promotes a product. It can include
three types of packaging: primary, secondary, and distribution (shipping)
package (Kotler 2002; Grundey, 2010).
Packaging forms an important part of the sales process. An appropriate

packaging is able to play its role as a silent seller. Packaging now is not only a
rapping of product that holds the information regarding product and the
manufacturer of a product but also is the ultimate selling proposition stimulating
impulsive buying behaviour, increasing market share and reducing promotional
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costs (Okeke & Amobi, 2020).
Packaging is all material used for the containment, protection, hard delivery and presentation
of goods. It is the container which is necessary to convey a product to the ultimate consumer.
Benefits of Product Packaging
Packaging is a very important aspect of product marketing strategy that helps to attract the
consumers’ attention (Ndulue, 2020). Packaging plays an important role which includes
protecting a product from any sort of damages, offering information about the brand, quality
and how to use the product. Packaging can act as barrier to protect products from various
deterioration and contamination and also from the air, dust, and sun rays which may be
harmful to products (Sarpong, 2014).
Apart from protecting the quality of its products on retail shelves or in consumers’ homes,
packaging also helps to protect a product from the stresses inherent in the distribution system,
allowing the product to reach its destination safely. Because of these hazards, packaging is
designed to facilitate safe distribution of products (Sarpong, 2014). Therefore, packaging is
one of the most important factors affecting consumer purchase decisions and plays an
important role in marketing communications, especially at the point of sale (Ckukwu &
Enudu, 2018; Okeke & Amobi, 2020).
Packaging plays an important functional role such as convenience, protection or storage.

Another functional value of packaging is in extending storage and shelf life (the time a
product can be stored before it spoils).
Packaging has a significant role in influencing children’s decisions and colour is an important
element in the choice of food Products for children to capture their look with bright colours,
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fun and exciting looks (Akbari, 2014). A product’s package can become yet another
“salesperson” for the product once it is in stores.
As a result, companies are trying to determine how to best use a product’s package to
communicate with their customers in hopes that it will play a significant role in a consumer’s
decision to buy their product. Musa (2015), also identifies the benefits of packaging to
include physical protection, barrier protection, containment or agglomeration, information
transmission, reducing theft, marketing and convenience.
Packaging is often used as a tool to extend shelf life by preventing or reducing water loss,
especially in fresh products. Unpacked foods are often exposed to a range of microorganisms
which have the potential to reduce shelf-life (Paine & Paine 1992; Opara & Mditshwa, 2013).
In effect, the product package design acts as a brief commercial for the brand prior to
purchase and in the latter stages, the package design affects consumers post purchase
experiences.
Conventional marketing thinking suggests that the primary goals of packaging include
identifying the brand, communicating information, facilitating distribution and logistics,
preserving the product and assisting product consumption (Bhattacharya, Sen & Korschun;
Kotler & Keller 2012; Mutsikiwa & Marumbwa, 2013).
Packaging works as a tool for differentiation, i.e. helps consumers to choose the product from
wide range of similar products, stimulates customers buying behaviour (Underwood, Klein &
Burke 2001; Silayoi & Speece 2004; Olawepo & Ibojo, 2015).
Virginity of product is another function of packaging. Virginity of product implies that the
product has never been used before. While purchasing a product, its package tells us that the
product has never been used before or shows virginity of product (Khan & Ullah, 2014).
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Materials Used for Packaging
Package material is any wrapper that protects a product. Various packaging materials have
different properties suitable for specific products that may enhance shelf life and facilitate
convenience while using in different use occasions (Maende, 2018).
Several materials may be used as packaging structures. The commons ones, however, include
paper, plastic, wood, metal, shrink wrap, fabric and glass, among others. Mention must be
made here that these materials should be able to prevent spoilage, withstand stress and allow
proper marketing (Hollins & Pugh, 1990; Sarpong, 2014).
As most packaging generate waste, there is renewed focus on creating sustainable packaging
and some of the examples of those materials are poly lactide acid (PLA) plastics, sugar cane
pulp, fiber composite, starch-based films and so on (Maende, 2014). As a result of migration
occurring between products and packages, especially foods directly consumed; required
characteristics of packaging materials may change, loss of quality can occur in food
ingredients or food material can be degraded. Therefore, migration is very important in food
packaging and selection of appropriate packaging materials for foods and storage conditions
should be considered (Icoz & Eker, 2016).
Plastic packaging has become very popular in Nigeria and is increasingly being preferred,
especially in the pharmaceutical and cosmetics industries. Other examples include packaging
for soft drinks, water, cosmetics and other beverages. There are several advantages of using
plastics for food packaging. Plastics can be made into sheets, shapes, and structures, offering
considerable design flexibility (Ramos et al. 2015). They are inexpensive, versatile and
lightweight with a wide range of physical and optical properties. Paper and paperboard is
15
lightweight and economical compared to other packaging systems. It also account for one-
third of the total packaging market (Kirwan, 2011).
A wide range of paper and paperboard is used in packaging today- from light-weight
infusible tissue for tea and coffee bags to heavy duty boards used in distribution. Paperboard
is thicker than normal paper with a higher weight per unit area and often made in multiple
layers, with a weight of more than 225gsm.
The two metals most predominantly used in packaging are aluminum and steel. Some foods
need to be kept in a dark environment; aluminum is good in this respect (Mahalik, 2014).
Metal packaging is especially important for fresh food storage. Aluminum made into foil can
be made into light, seamless cans for soft drinks. Tinplate is strong and can be used for
canned drinks, processed foods and aerosol cans. Tin-free steel is strong and can be used for
bottle caps and large drums for bulk-sale items.
Consumer Behaviour
Consumer behaviour is defined as the physical, mental and emotional activity which
consumers engage in during selecting, purchasing, using and disposing of goods and services
in order to satisfy their needs and their own desires (Samadi, 2003; Karimi, Mahdieh &
Rahmani, 2013). It refers to the actions of the consumers in the market place and underlying
motives for those actions.
Consumer behaviour in general, is defined as: Consumer's final decision regarding the
acquisition, use and dispose of goods, services, time and ideas from different parts of the
decision in a period of time (Hoyer, 2001; Karimi, Mahdieh & Rahmani, 2013).
The study of consumer behaviour therefore involves three behavioural processes which are
Pre – purchase behaviour, Purchase behaviour and Post – purchase behaviour. By
understanding how consumers decide on a product and what factors influences their
decisions, marketers can fill the gap and identify which product is needed and which are
obsolete in the market.
According to Rani (2014), Consumer buying behaviour is influenced by social,

psychological, personal and cultural factors. The psychological orientations of consumers
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play a crucial role in their purchasing behaviour. Psychological factors can be divided into 4
categories: motivation, perception, learning as well as beliefs and attitudes (Rani, 2014).
The social factor explains the outside influence of others on our purchase decisions. For any
marketer, a social group consists of two or more people interacting with each other to
accomplish personal or collective goals (Deekshitha, Kumar & Pradeep, 2017). It includes
reference groups, family, roles and status.
In a family for example, marketers are interested in the roles and influences of the husband,
wife and children on the purchase of different products and services. Social class has been
found to be especially useful in predicting preferences of kind, quality and style of clothing,
home furnishings, leisure activities, cars, and consumer durables, patterns of media usage,
language patterns and shopping behaviour (Durmaz, 2014).
The culture of the society within which consumers are contained can easily determine what
their buying behaviour is and also should be thoroughly studied by the business that seeks to
persuade them to buy its products or services (LaMarco, 2018). The isolated individual
cultural values one picks up from travelling from one place to the other do not make up ones
culture. Rather, what can be referred to as ones culture are the articulated cultural values that
can be traced to a particular setting one belongs to (Okoye, 2020).
The buying behaviour of a person is also highly influenced by personal traits such as gender,
age, life cycle, personality, self-esteem and life style (Deekshitha, Kumar & Pradeep, 2017).
The age range of the buyer for example indicates the type of products he/she would like to
have.
Also, most of their decisions on what to buy would depend on how much they can afford.
Every consumer is different, and each consumer views himself in a unique way. The way and
manner that consumers view themselves, coupled with their personalities determine which
products and services they prefer.
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Fast Moving Consumer Goods (FMCG)
FMCGs normally bear a low price and are sold fast. They are characterized by low profit
margins although cumulative profits might be high based on large quantities sold (Karedza &
Sikwila, 2017). FMCG can be defined as an essential or non-essential good that is frequently
purchased. Examples include soft drinks, food, toiletries, and disposable diapers amongst
others (Ray, 2012; Odupitan, 2017).
FMCGs are the largest segment of consumer goods; nearly everyone in the world uses fast
moving consumer goods every day. From the perspective of consumers, FMCG is easily
purchased, i.e. not much thinking/comparison between products is carried out before
purchase, and low investment required for purchasing the items. From a retailer’s
perspective, FMCG have low margins, high shelf turnover and high volume sales items.
Because fast-moving consumer goods have such a high turnover rate, the market is not only
very large, it is also very competitive. FMCGs are sold in large quantities, so they are
considered a reliable source of revenue (Ehsan & Samreenlodhi, 2015). Most FMCGs are low
involvement products.
In low involvement, consumers do not search extensively for information about the brands,
evaluate their characteristics, and make a weighty decision on which brand to buy. One
reason for this is low risk (Chaudhuri, 2000; Mitchell, 1999; Silayoi & Speece, 2004).
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Cultural factors
Cultural factors exert a broad and deep influence on consumer behaviour. The marketer needs
to understand the role played by the buyer’s culture, subculture and social class.
Culture – It is the basic cause of a person’s wants and behaviour. Human behaviour is largely
learned. Growing up in society, a child learns basic values, perceptions, wants and behaviours
from the family and other important institutions. A child in Zambia normally learns or is
exposed to the following values: achievement and success, activity and involvement,
efficiency and practicality, progress, material comfort, individualism, freedom,
humanitarianism, youthfulness and fitness.
Consumer behaviour is different in different people: Because people have different desires
and needs, so their behaviour is different and the difference consumer behaviour make predict
consumer behaviour more difficult, to resolve this problem on categories of the market. On
another end, Packaging has been one of the most important elements that convince consumer
to purchase the particular product. According to Ahmed et al (2014) packaging portrays the
knowledge about the product and has great impact on consumer buying behaviour. According
the (Kotler et al. 1998) the primary objective of packaging was ignored in the past but this
concept was now changing.
Packaging is the technology of enclosing or protecting products for distribution, storage, sale,
and use. Packaging also refers to the process of design, evaluation, and production of
packages. Packaging can be described as a coordinated system of preparing goods for
transport, warehousing, logistics, sale, and end use.
Packaging has become itself a sales advancement tool for the organizations. The consumers‟
buying behaviour also encouraged by the packaging quality, colour, wrapper, and other types
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of packaging. In the Marketing environment packaging is been used as a tools for
promotional activities and attracting customers and communicating the product to the
consumers, Consumers often look at the packaging of the products as an aid in the purchase
decision making process.
According to (Ulrich R. Orth, 2009) Packaging has a confirmed and important influence on
the consumer purchasing decision in a retail environment. Researchers proved that aesthetic
aspects like color, brightness and typography influences where the shopper‟s eyes land on the
shelves.
The consumer takes more time to look closely at these products and the packaging, which, in
turn, directly influences whether or not he buys the product or selects another brand.
Packaging is the final opinion of statement between a brand and consumer in the retail
environment. For this reason, the packaging is one of the most important opinions of
interaction between the brand and consumer. Studies show that there is no agreement on
overall classification of packaging material and package elements.
In today’s market the packaging industry have a steady growth and the utilization of material.
It helps the consumer what they think about the product (Madden et al, 2000). Trade Kings
Zambia Limited is one of the organization that understands the packaging industry.
Packaging plays an important role to change today’s environment because of tough

competition and it is also related with designing and producing appropriate packaging to the
product (Ahmad et al, 2012). (Garder, 2000) said packaging attracts the consumer. In (2001,
underwood) said the picture on the product is very important it makes a good image of the
product on consumer mind. (Ulrich R. Orth, 2009) says that packaging is designed to build
the brand identity. Strong brands have a great influence on the consumers mind and as a
result, the company works hard to build a good image of the brand in the eyes of the
consumer.
According to (Philip Kotler K.L. 2009) when products packages is available in more amounts
or redesign it increases the frequency use of the product. According to (Keller, 2009)
packaging as a part of a product strategy, it is noticed when there is a slight difference in the
brands; innovative packaging may be responsible for a competitive advantage.
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According to (Nilson and Ostrom 2005) the product packaging design includes the brand
name, color, typography and images, all of which influence how quickly and easily catches
the product in the eye. Packaging has a confirmed and important influence on the consumer
purchasing decision in a retail environment.
Researchers proved that the aesthetic aspects like color, brightness and typography influences
where the shopper’s eyes land on the shelves. The consumer takes more time to look closely
at these products and the packaging, which directly influence on consumer’s buying decision.
It is the final opinion of statement between a brand and consumer. Packaging has an
enormous part in positioning of products. It characterizes the majority of shopping occasions
by determining the factors in making decisions for purchase.
Packaging makes influential and sole tool in current marketing atmosphere. Sub elements of
packaging for example price, product, place and promotion that works with tools of
marketing. We can also consider packaging as the “silent salesman” because it helps to
promote product, differentiates product from rivals. It is a key part of brand image’s
identification and recognition. It also motivates customers to buy product through shape, size
and colour.
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Rita Kuvykaite (2009) has descriptive research. According to Rita 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 of package, its elements and their impact on consumer’s
buying behavior became a relevant issue. He 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.
Research methods that Rita used is systematic and comparative analysis of scientific
literature; empirical research There are six variables that must be taken into Consideration by
producer and designers when creating efficient package: form, size, color, graphics, Material
and flavor. Similarly, Kotler (2003) distinguishes six elements that according to him must be
evaluated when employing packaging decisions: size, form, material, color, text and brand.
The research result of Rita shows the impact of package elements on consumers purchase
decisions can be stronger.
He conclude that 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. 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.
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Bed Nath Sharma Dec. 2008 studied New Consumer Products Branding, Packaging and
Labeling in Nepal. This paper focuses on existing practice of branding, packaging and
labeling of new products in consumer product manufacturing units. The study method was
Descriptive presentation of facts collected through questionnaire survey concerned with
different section of consumer new products (soap, biscuit, noodles, cigarettes and The study
further investigates the new consumer product packaging and labeling status in
manufacturing units. They are aware about the value of packaging and labeling. Majority of
the consumer products 84.37% (27 out of 32 responses) are using product label as a simple
tag attached to the product or an elaborately designed graphic that is part of the package.
Alice Louw (2006) has studied The Power of Packaging the people belonged to Age 20-30
years old University graduates were taken for research.20 respondents were asked to rank 5
water bottles in terms of their overall appeal. Following this, they were given a questionnaire
and asked to rate each of the bottles on 20 statements related their packaging. For the
remaining 20 respondents, the order of the process was switched: they rated the bottles first
and then ranked them. The statements ranged from functional attributes (e.g. easy to drink
from, right size) to more emotive, non-functional attributes (e.g. I like the colors, high
quality). For both groups there was a clear winner and a clear loser in terms of the rankings.
However, although the top brand chosen was consistent in both groups, the worst brand
differed. The group that ranked the bottles first showed more variance in terms of their
responses (Variance 1.33) than the second group who rated the attributes first (variance 0.89).
This Packaging plays an important role in the marketing context. His research results that
right packaging can help a brand carve a unique position in the marketplace and in the minds
on consumers. John Th Gersen (2000) worked on The Ethical Consumer. Moral Norms and
Packaging Choice published in Journal of Consumer Policy Kluwer Academic Publishers.
Printed in the Netherlands.
The paper presents a study of a case with these two characteristics: Danish consumers’ choice
presents a study of a case with these two characteristics: Danish consumers’ choice of
environment-friendly packaging. With regard to this case, the evidence supports the claim. A
majority of Danish consumers have developed personal norms about choosing environment-
friendly packaging and the personal norm is a significant predictor of their (self-reported)
propensity to choose environment-friendly packaging in the supermarket. Renaud
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LUNARDO 2007 has a great research on the influence of label on wine consumption. its
effects on young consumers’ perception of authenticity and purchasing behavior The main
objective of the paper is to identify the effects of authenticity on purchase behavior. They
used a repertory grid (RG) approach as a methodological framework in order to know which
pattern of features is better at inducing purchase. All the relationships between authenticity
provided by the label of bottles and consumer behavior attributes (performance risk,
perceived price and purchase intentions) have all been tested by using linear regressions. This
study was intended to provide a more complete understanding of the influence of the
authenticity perceive from the label of bottled wine. As an attempt to extend the research on
the influence label of bottled wine can have on consumers’ decisions of buying, the current it
is clear from these findings is the major role played by labels.
According to Charles W. Lamb et al., (2011), in their book “Essentials of Marketing” think
that packaging has four distinct marketing functions. It contains and protects the product. It
promotes the product. It helps consumers use the product and finally, packaging facilitates
recycling and reduces environmental damage. Therefore, packaging does more than just
protecting the company’s products. It also helps in developing the image of the product in
consumer mind. So, failing to pay attention to the design of the packaging can decrease the
chances of being visible and attractive, which can result in using sales.
Labeling provides information regarding the product category, products ingredients, and
product instructions. Consumers when making their mind whether to buy or not to buy a
product they are guided not just by the taste, but also some other extrinsic factors such as,
brand awareness, labeling, price and origin. According to Morris, J (1997) product labels help
consumer to differentiate a product more easily.
Labeling helps consumers spend less time needed while searching for products that are
decided to be bought by them. Consumers under time pressure their decisions are influenced
when the package comes with a distinctive appearance that contains simple and accurate
information (Silayoi, and Speece, 2004). Nowadays, there are consumers that pay more
attention to label information since they are more concerned with health and nutrition issues
(Coulson, N.S., 2000)
The material used in packaging is an important element which prevents the product from any
damage or loss. It is more likely that the high quality material might attract customer more
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than low quality material. So, packaging material has strong impact on buying behavior.
According to Smith and Taylor (2004) consumers link the packaging materials is associated
by consumers with certain essential values of the product. In addition, consumer perceptions
regarding certain materials could change the perceived quality of a product (Smith and
Taylor, 2004).
Ulrich R. Orth (2009) Packaging is used for identification of the product. Play an important
role in attracting the consumer. Children are likely more sensitive in case of wrapper design.
So company has to make a wrapper design which attracts the children as well. Good and well
planned designs are eye-catching and can differentiate products on the shelves and can attract
consumers more easily.
So, attractive design, graphics, colors, printed lines, different signs and symbols as well as
combinations of various materials can encourage consumers to notice and touch our product,
thereby inspiring them to try and eventually buy the product.
Printed information contain all the information related to the product quality, price,
description which help to identify the brand. According to Shah et al., (2013) labeling is one
of the most visible parts of product and an important element of the marketing mix. The
information on packaging is an important component since it can support marketing
communication strategies of companies, establish brand image and identity.
There is a big consent among many scholars and practitioners about the importance of brand
image with products. An image can create value to consumers by helping to process
information; differentiate their preferred brands, facilitating buying, giving positive feelings,
and providing a basis for product extensions (Aaker, 1991). Moreover, brand image can be
defined as a unique bundle of associations within the minds of target customers. According to
Goldberg (1999) the image on the product is important because it increases the attention and
familiarity with that given product.
The background image is the image in the mind of the customer which helps to identify the
brand of the product from different brands. Brand image can be assumed as a set of brand
associations that collected in the minds of consumers (Mowen and Minor, 2001). Brand
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image refers to the framing of memory about a brand, which contains the results of
interpretation by consumer to the messages, attributes, benefits and advantages of the product
(Wijaya, B. S., 2013). Brand image represents what consumers think and feel about a brand
identity. Thus, the image of a brand represents the perception that can reflect objective or
subjective reality.
According to Aaker (1991), consumers often buy products that have famous brand because
they feel more comfortable with things that are already known. The assumption that the well-
known brand is more reliable, always available and easy to find, and has a quality that no
doubt, make a familiar brand is more potential to be chosen by consumers than a brand that is
not familiar.
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CHAPTER 3
RESEARCH METHODOLOGY
Objective:
1) To study the impact of packaging of FMCG products on consumer buying

behaviour
2) To understand whether packaging influences consumers to switch from one
brand to another brand
3) To analyse how well the companies are able to gain customer loyalty
4) To identify the elements of packaging, which should be highlighted to attract
consumers.
5) To measure the relative impact of each packaging element on the consumer
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Hypothesis
Hypothesis 1
H0- There is no significant relationship between high quality of packaging and increase
in consumer sales
H1- There is significance relationship between high quality of packaging and increase in
consumer sales
Hypothesis 2
H0- There is no relationship between buying behaviour and colour of packaging
H1- There is relationship between buying behaviour and colour of packaging
Hypothesis 3
H0- There is no relationship between buying behaviour and printed information
H1- There is relationship between buying behaviour and printed information
Hypothesis 4
H0- There is no relationship between buying behaviour and various types of packaging
material
H1- There is relationship between buying behaviour and various types of packaging
material
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Scope of study
This paper surveyed 104 people between the age of 20-60 years
Most of the people were either students 40%, with the survey also covering those who
were retired or housewives.
Most of them gave several brands who’s packaging they were fond of.
Most of them preferred Tetra Pack for their packaging
97.1% prefer their packaging to be environment friendly
The study area was thus broad and an adequate representation of the real world
Sample Size:
The sample size of the study was 104 people. The method of random sampling was
used.
Limitations of study:
 This project surveyed only people living in Mumbai and did not cover people
living outside of the city, or even outside of the country
 The people gave their choice of packaging and their products based on the ones
sold in Mumbai city only.
 Moreover, compared to millions of people across the world, this study had a
sample size of 103 people so cannot be sure how accurately the sample matches
the sentiments of the greater majority.
Despite the limitations, the study has tried to cover people across age groups, gender
and professions to gain as broad of an understanding as possible of the topic.
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Significance of the study and Selection of the problem
The importance of the study lies on the fact that it focuses on the effects of packaging
on buying behaviour of consumers.
The way consumers behave and their intentions to buy are directly influenced by packaging.
This research benefits the company's sales and profitability, which is crucial for brand
expansion. This study can be used by the brand manager to improve brand management and
development. The purpose of this study is to examine package elements and how they affect
consumers' purchasing choices and behaviour with regard to a variety of FMCG items.
The research on “The Effects of Packaging on Consumers Buying Behaviour with respect to
FMCG industry’’ is a useful tool for all FMCG companies which are conscious about their
image and want to survive in the competitive market of FMCG industry. The Companies will
get advantage from this research by identifying the buying behaviour of the consumers
towards products and will apply different tools and strategies to capture the large Market
share because after having the results of this research they are well aware about all factors
that attract consumers and their buying behaviours. By effectively understanding the nature
and amount of people’s perception about the market, a business can make wiser packaging
decisions.
Given that there appears to be a significant correlation between product information and
purchase behaviour, the study will be helpful to food manufacturers in developing their
packaging strategies. The purchasing behaviour of consumers is influenced by several
packaging aspects such as colours and graphics, shape and size, packaging material, and
product information.
Furthermore, future researchers can formulate this study for further examination of every
feature and its effect on product packaging, explanation of impact of packaging features in
relation with other categories of product or conduction of any comparative study to
possibly identifying different effects of packaging features on a variety of similar or different
products
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Sources of Information:
1. Primary Data:
Primary data is information gathered by a researcher utilising techniques like surveys,

interviews, or experiments from first-hand sources. It is gathered from primary sources
specifically with the research goal in mind.
Some Advantages of using Primary data:
• The investigator collects data specific to the problem under study.
• There is no doubt about the quality of the data collected (for the investigator).
• If required, it may be possible to obtain additional data during the study period9.
2. Secondary Data:
Data obtained from studies, surveys, or tests carried out by other persons or for other research
is referred to as secondary data.
Some Advantages of using Secondary data:
• The data’s already there- no hassles of data collection
• It is less expensive
• The investigator is not personally responsible for the quality of data
This research mainly uses primary methods of data collection to ensure more accurate
responses from people and to help the study discover new depths and insights.
The secondary data used in minimal and mainly helps lay a foundation for what they primary
data discovers during the course of the study.
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Nature of Information:
1. Quantitative Methods:
Quantitative methods were employed in this study to gather data. Quantitative approaches
focus on precise measurements and the statistical, mathematical, or numerical interpretation
of data gathered through surveys, polls, and other types of data collection.
This project used a questionnaire with 13 multiple choice questions asked that facilitated
convenient and efficient form filling. The data was then gathered together, sorted, and
processed to come up with specific points of information to help lead to an eventual
conclusion.
2. Qualitative methods:
Information that cannot be quantified, counted, or simply stated using numbers is referred to
as qualitative data. Data visualisation tools including word clouds, concept maps, graph
databases, timelines, and infographics are used to communicate information that has been
gathered from text, audio, and visual sources. Analyzing qualitative data aims to provide
answers to queries regarding the activities people perform and the factors that influence such
actions. This project referred to past works and other notable research papers to form a
foundation and establish a past connection to the topic. It analysed the qualitative data to
understand its significance, limitations, and scope of study area. The qualitative data added
more flavour to the essence of the project that was primarily derived from used quantitative
methods of data collection.
The advantages of Quantitative data collection over qualitative methods is:
 It is faster, and can reach a greater number of people in a shorter time.
 The questions and responses are both objective, hence facilitating more accurate
studies.
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 It is easier to analyse and tabulate the responses
 Quantitative data also helps to separate the researcher from the research done.
Techniques and Tools:
Random Sampling:
Definition: Random sampling is a part of the sampling technique in which each sample has
an equal probability of being chosen. A sample chosen randomly is meant to be an unbiased
representation of the total population. If for some reasons, the sample does not represent the
population, the variation is called a sampling error.
Description: Random sampling is one of the simplest forms of collecting data from the total
population. Under random sampling, each member of the subset carries an equal opportunity
of being chosen as a part of the sampling process.
For example, the total workforce in organizations is 300 and to conduct a survey, a sample
group of 30 employees is selected to do the survey. In this case, the population is the total
number of employees in the company and the sample group of 30 employees is the sample.
Each member of the workforce has an equal opportunity of being chosen because all the
employees who were chosen to be part of the survey were selected randomly.
But, there is always a possibility that the group or the sample does not represent the
population as a whole, in that case, any random variation is termed as a sampling error. An
unbiased random sample is important for drawing conclusions.
In this project random sampling was used by sending out the questionnaire to people across
age groups different professions and ideologies to best represent what the general population
looks like.
Although there are distinct advantages to using a simple random sample in research, it has
inherent drawbacks.
Advantages:
• Lack of Bias
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Because individuals who make up the subset of the larger group are chosen at random, each
individual in the large population set has the same probability of being selected. This creates,
in most cases, a balanced subset that carries the greatest potential for representing the larger
group as a whole.
• Simplicity
As its name implies, producing a simple random sample is much less complicated than other
methods, such as stratified random sampling. As mentioned, individuals in the subset are
selected randomly and there are no additional steps.
Disadvantages:
• The disadvantages include the time needed to gather the full list of a specific population, the
capital necessary to retrieve and contact that list, and the bias that could occur when the
sample set is not large enough to adequately represent the full population.
Overall, random sampling has more advantages than drawbacks and when conducted
methodically can help the researcher arrive at a fairly accurate estimate.
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Theoretical Framework
The link between the dependent and independent variables is the emphasis of the theoretical
framework. As in a regression analysis, the distinction between dependent and independent
variables is crucial in comparative studies. In a comparison study, the dependent variable is
the one we want to predict, and the independent variables in this context are the ones we use
to predict the dependent variable.
a) What is packaging?
The term "packing" has many definitions that range from being straightforward and
operationally focused to being more comprehensive and holistic. According to Olson
and Jacoby (1972), packaging is an external element of the product, or an attribute
that is connected to the product but is not a physical component of the product.
Packaging, which encompasses the physical look of the container, as well as the
design, colour, form, labelling, and materials used, is the container for a product
(Arens,1996).
b) Objectives of packaging and package labelling 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.
• 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, reclosing, use, and re-use.
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• 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.
Consumer buying behaviour is a dependent variable and depends on the following

independent elements-
Packaging colour
Background Image
Printed Information
Design of wrapper
Packaging Material
Font Style
Innovation
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Independent variables-
Packaging colour
Colour plays an important role in a potential customer’s decision-making process, certain

colours set different moods and can help to draw attention. One good example of successful
use of colour psychology is in the Apple iPod advertisements; they use simple tri tone colour
schemes of black, white and a bright background colour. The bright background colour is to
give the advertisement a fun feel and the contrasting white on black is to focus attention.
 Meaning of the colour Blue: Blue is the most common favorite colour and is liked by
both genders. Blue is seen as a trustworthy, peaceful and calm colour 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
the most common favorite colour, the overuse of blue can seem cold or uncaring. Blue
is often used because it is the designer’s favourite colour but after considering the
meaning of other colours, another colour may be a better choice.
 Meaning of the Colour Green: Green is related to life and nature; if you want to give
your product a natural feel use green. Green is the second most popular colour and the
most popular shades of green are the blue-greens, which should be expected when
blue and green are the two most popular colours. Yellow-greens should be avoided
around food products as the colour will act as an appetite-depressant. As well as the
natural feel greens have, they can also signify money, health and power.
 Meaning of the colour Yellow: Yellow is a very useful colour because it is the most
easily noticed, it will grab the attention of a person so can be a good choice for things
such as magazine advertisements which may usually be ignored due to ad blindness.
Yellow signifies happiness, optimism and warmth but also caution. The main
advantage of yellow is its attention-grabbing feature so a combination of blue and
yellow can be a successful colour scheme which could create a cool and calm mood
from the blue but still draw attention because of the yellow.
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Background-image
The background image property specifies the background image for an element. When setting
a background image, authors should also specify a background colour 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 colour. Thus, in any transparent areas of the image, the background
colour will be visible.
Packaging Material
Any material used 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.
Font Style
The font style of Packaging grabs customer attraction. 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 behaviour
Design of wrapper
The overall design also plays 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 of the product serves a number of purposes like protection and
description of the contents, theft deterrence, and product promotion. The labels on packages
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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
If it satisfies a customer demand like portion control, recyclability, tamper-proofing, child-

proofing, easy-open, easy-store, easy-carry, and non-breakability, innovative packaging may
actually add value to the product. Today's manufacturers try to create packaging that upholds
the brand's core values, stands out on the retailer's shelf, is sustainable, and has lower
production costs. Customers can choose a product based on its creative packaging,
demonstrating the connection between purchasing patterns and package innovation..
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Tropicana case study:
Launch
On January 8, 2009, Tropicana introduced new packaging for Tropicana Pure Premium, their
top-selling item in North America with annual sales exceeding $700 million. A few days
later, customers started to criticise the new look, especially on social media. Within two
months, sales decreased by 20%.
The drop in sales resulted in a loss of $30 million. Tropicana juice's alleged purity
experienced a significant decline in credibility.
Reaction
People failed to recognize one of their most loved juice brands in aisles.
The reaction couldn’t have been worse than when the new packaging hit shops in January.
The design was hated so much that it was difficult to believe that the public could care so
much about what was printed on a carton of orange juice.
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Arnell, a marketing firm, made the decision to relocate the orange to the bottle's cap. People
could squeeze the orange cap to get fresh orange juice, which made the concept interesting
and creative. The cap actually resembled an orange in both shape and texture. This message
was released at the same time as a new advertising campaign. The box and the advertisement
both used the phrase "Squeeze, it's a natural.".
Let’s summarize the facts to better understand the reasons for this packaging failure.
1. Tropicana spent 35 million dollars on a marketing campaign to promote the new fruit
juice brand packaging. The same company, Arnell, designed the packaging as well as
the advertising campaign.
2. On January 8th, 2009, Tropicana launched the new packaging for its best-selling
product in North America – Tropicana Pure Premium, with sales revenues reaching
more than 700 million dollars per year. A few days later, consumers started criticizing
the new design, especially on social networks. Two months later, sales dropped by
20%, and this spectacular decrease in sales represented a loss of 30 million dollars for
Tropicana.
3. Meanwhile, Tropicana’s competitors took advantage of the “Tropicana crisis” and

gained the sales lost by the fruit juice brands.
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4. On February 23rd, 2009, Tropicana announced that it would return to its original
packaging design, and within a few months, the old packaging was back for good on
all supermarket shelves
5. In total, this initiative cost Tropicana more than 50 million dollars.

6. To understand this strategy failure, it is important to analyze what did Tropicana
change in its packaging design.
7. “We thought it would be important to take this brand and bring it or evolve it into a
more current or modern state.” stated Peter Arnell, director of the creative agency
Arnell in his speech explaining the strategy chosen for the Tropicana product.
8. The images:
9. Perhaps one of the most important changes is the fact that a big transparent glass full
of orange juice replaced the orange and its straw.
The logo:
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Another important difference between the two packs is the new logo design.
The original one was horizontal and followed by the product name “Pure Premium”, while
the new logo is vertical with a simpler and more modern font. The logo size was also reduced
to highlight the message: “100% Orange Pure and Natural”
Understanding the consumers’ reactions: what went wrong?
Emotional bond with the brand
We didn't realise how emotionally connected they were to the original package. The devotion
of this really dedicated little group of customers was something we missed. The study didn't
reveal anything about that. We responded because those customers are incredibly important
to us. Mr. Campbell, president of Tropicana North America in Chicago, gave his explanation.
 Many shoppers in this example were unfamiliar with the product when it was
displayed on store shelves. Some devoted customers wondered if the product was still
the same as the Tropical Pure Premium they had always relied on when they noticed
the claim that it was "100% Orange Juice." After that, consumers' thoughts became
confused as they lost their primary points of reference for recognising the goods.
These consist of:
 The orange with the straw
 The original logo
 The focus on “100% Orange” instead of “Pure Premium”.
The look and feel of the new design:
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Most customers called the package "ugly" and said it appeared to be from a budget grocery
brand because it had a simpler design than the original. Considering that Tropicana had
traditionally been regarded as a premium brand, the new appearance of the company puzzled
consumers and made the brand appear cheap.What to learn from this case study:
Branding is a complex subject and it is often difficult to predict the market’s reaction to a
strategy change.
However, I believe that both from an individual and company-standpoint, we can learn
several lessons from Tropicana’s strategic mistake:
1. Consumers feel an emotional bond with the appearance of the product and brand they
love.
2. Customers have an emotional bond with the brands they buy, and if they suddenly
find it difficult to recognise new brand cues in the packaging design, they may feel
cheated and dissatisfied. Always keep this in mind before making modifications to
packaging designs.
3. Branding elements on packaging cannot all be changed at once
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Tropicana failed to adhere to one of the most crucial branding principles that any business
should take into account: the consumer's ability to identify and recognise the product.
Tropicana altered too many aspects of its brand at once. When they went to buy orange juice,
this confused the customers:
 new logo
 new typography
 new slogan
 new image
 new lid
If you want to redesign your product’s packaging, make sure you do not change everything at
once. The changes need to be done progressively to ensure the consumer will still recognize
the brand.
3. Naturally, this only applies to popular brands like Tropicana. A complete rebrand can
help you save your product from extinction on the market if your brand and product
are struggling. In reality, we've seen plenty of instances when dramatic packaging
changes have boosted sales (Herbal Essences springs to mind).Packaging is the silent
salesman
4. The final means of brand interaction with customers before they make a purchase is
packaging. Because it will affect the consumer's decision at the final minute, its
design and content are crucial to the brand. Customers of Tropicana decided not to
buy it since they didn't recognise or like the new product design.
Advertising and Packaging Design have different communication rules
Advertising and packaging design are very different communication tools.
 Businesses have more time and resources to spread new values and feelings through
advertising. The purpose of advertising is to spread long-lasting information and
sensations. With time, it becomes a more adaptable route of communication.
 Through packaging design, companies need to communicate in a more direct, clear,
and identifiable manner, as the consumer is about to make its final purchase decision.
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Conclusion:
The redesign of Tropicana demonstrated the significant influence of packaging. Even though
this was a particularly bad case, it's crucial to remember that this power can also frequently
be used for good.
The takeaway for marketers and brand strategists should be even greater respect for
packaging design and a deeper commitment to leveraging this brand asset with a methodical
procedure. This will ensure consumers accept the change in a positive manner!
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Kraft foods rebranding case study:
A new corporate logo that Kraft Foods Inc. unveiled in 2009 to "more clearly deliver 'yum'"
received a lot of criticism for just about everything. The italics, the smile, the colour
explosion, and the corny (I know) smile were not well received.
This comment, "1 swoosh, 1 capitalized word, 2 fonts, 3 weights, 4 lower-case words, and 9
colours for 1 LOGO" pretty much sums things up.
The logo was ranked the 6th worst logo of 2009 by Brand New.
Before:
After:
Kraft's (corporate only) logo redesign in 2009 (Feb-Jun)
Then:
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Kraft's (corporate only) 2nd logo redesign from 2009-2013. (Fireworks now come with
bigger explosions)
‍
5 months later, Kraft introduced a new corporate logo, which was supposedly an
improvement of the previous one.
The switching of the angle of the smile, the even larger colour burst, and the non-italic tagline
not only didn't help the situation, but conveyed the impression that the company is fickle-
minded.
This new logo was ranked the 5th worst logo of 2009 by Brand New.
finally, to:
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Kraft's present corporate and consumer logo. Slight variation from the 1976 version.
‍
In 2012, Kraft Foods Inc. split into Mondelēz International and Kraft Foods Group.
As a result, a new, modified version of the classic and memorable 1976 logo was introduced
for Kraft Foods group.
Why it didn't work:
1. Too many modifications at once. The traditional racetrack was taken out. Lowercase
type was used instead of uppercase. They completely altered the colour palette. They
included a tagline. The word "Kraft" — too little — is the one thing that hasn't
changed.
2. Introduction of noisy, irrelevant elements. The colour burst and the smile don't seem
to stand for anything. It doesn't stand out in any way. If they had only added one new
element or eliminated one old element, they might have done better.
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Pepsi rebranding case study
Pepsi, in contrast to Coca-Cola, has never been comfortable with its brand identity. Their
logo has undergone numerous changes. The most recent version of Pepsi's logo, which
rotated the emblem and added a "cheeky smile" to the design, was unveiled in 2008. For the
majority of people, the smile was always invisible.
Pepsi is a company that will constantly fight with its identity. The Coke vs. Pepsi argument
has already been covered in another post, but in summary, Pepsi's branding will never be able
to compete with the enduring Coca-Cola identity.
Having altered their logo numerous times throughout the course of their corporate existence,
the corporation is no stranger to logo designs. The most recent version of Pepsi's logo, which
rotated the emblem and added a "cheeky smile" to the design, was unveiled in 2008. They
paired this with a horrifying-looking typeface, which left this designer with a less-than-
appetizing aftertaste.
Estimated Cost:
The cost of rebranding the entire Pepsi company is said be $1.2 billion over 3 years with the
logo mark for Pepsi alone coming in at $1million. Not a huge surprise considering the
company itself goes a lot further than the famous Pepsi brand.
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Reasons why rebranding is not always successful
The Strategy Is Ineffective - A rebrand that misinterprets the market might do

significant harm. Read the market analysis and underlying premise of your rebrand
carefully. Request evidence, carefully consider the options, and assess the need for
change (and the kind of change necessary) from the perspective of the customer. It's
crucial to collaborate with the best agency or consulting partner. You need them to be
objective, knowledgeable about the intricacies of your industry, and dedicated to
bringing you results rather than merely guiding you through their process.
Galen DeYoung observes that "Marketers and corporate executives get concerned
with what they would ultimately like the firm to be vs the position it may reasonably
obtain in the marketplace at the present moment," i.e., the next legal step in the
company's evolution. I really like the phrase "permissible." It serves as a powerful
reminder that different people have the ability to alter the brand than those who must
accept the new brand.
If you alter the signals that consumers search for to identify your brand, you run the
risk of quickly confusing the visual clues. This is especially true in settings like those
found in packaged goods, where customers pay little attention. They will rapidly
choose another brand if they don't see the one they are familiar with. To ensure that
customers still recognise you as a company after a rebrand, make sure to keep at least
some of what they already know.
 The Change Is Ugly – difficult to judge if you’re the one leading the rebrand, but a
little research will soon tell you if people think you’ve got it wrong. As marketers, it’s
tempting to think that aesthetic judgment rests with us. In point of fact, consumers are
much more visually aware than we give them credit for, and it’s their eyes and wallets
that will decide success. Tropicana got on the wrong side of customers and were
quickly told so.
 Changing Too Late – if your brand is already in decline, then a rebrand is not a
panacea, and it’s unlikely to be enough on its own, particularly if the brand has been
52
in decline for some time. Unless the rebrand is the visual symbol of much wider and
deeper shifts that have taken place within the business, chances are you will not have
done enough to arrest the downfall. Don’t get drawn into believing either that a
rebrand will buy you time while you make other changes. I’ve heard that reason given
a number of times but I’ve never actually seen it work.
 Changing For The Wrong Reasons – don’t rebrand to cover your tracks, to revise your
history or to encourage people to forget. A number of companies have tried to do this,
but the chances of you removing all traces of who you were or what you did are
almost nil. Unless the change in name and brand comes with a significant shift in the
manner (and often the leadership) of the business, all you are really doing is
rebadging.
 No Need To Change – I know this seems obvious, but it is important to note since
some companies continue to rebrand for reasons that elude those who missed the
PowerPoint deck. Many times, the choice is made not because the brand has to
change, but rather because someone's internal function has changed or they've grown
tired of the brand they are in charge of. Naturally, neither justification is accepted by
customers, who rapidly express a desire for things to return to the way they were.
53
CHAPTER 4
DATA ANAYLSIS AND INTERPRETATION
An interview with Varsha Mahale (Undergraduate BMS Student)
Q: How important is packaging for you as a consumer?
A: Not quite important when it comes to essential hygiene and medical products but it
would be interesting to find pretty packaging on stationary or FMCG products.
Q: What are your thoughts on eco-friendly packaging? Is the need for it imminent?
A: Yes definitely, not only is it good for the environment but also would help us keep
our towns cleaner. In addition, the manufacturing process tends to be more efficient,
further reducing precious resources and minimizing the negative impact businesses have
on the environment
Q: Which FMCG brand's packaging do you like in particular? What is the reason for
your choice?
A: I really like Paperboat because back when it was launched, the idea of a beverage
being sold in pouches was quite new and also their colour scheme on their packaging is
eye catching.
Q: What elements (ex: portability, colour, size, etc) should a well packaged product
have in your opinion?
A: For me personally, I would love to see bright colours on my packaging. I think it

looks very aesthetic and I usually tend to buy packaging which is very attractive. I
would want there to be portability with my products since I am always on the go and
would want a product I could carry with me easily.
54
An interview with Ambakshi Thakur (CA & Management Consultant at Deloitte)
A: Packaging is a really important component of a product. Packaging personifies the

image and reputation of the brand to its customers. A well packaged product instills the
idea of good quality to the customer.
A: Eco friendly packaging is the need of the hour. Climate change needs utmost
importance and companies can play an important part in spreading awareness about this
issue. Companies should promote eco-friendly packaging and can use this as their USP
while marketing their products.
your choice?
A: I love the packaging for Pringles. Very recently they have switched to sustainable
packaging and do not use plastic as a component. The brand has created a unique place
for itself in the market not just in terms of the cylindrical shape of the box but also
shape of its chips. For me the vibrant colours and shape of the package would be a
selling point.
A: A well packaged product should keep the product safe, sturdy and reliable. The
packaging should be informative, attractive and eco-friendly. The most important would
be the convenience to the consumers as well as retailers.
55
An interview with Resham Thakur (Lawyer)
A: Packaging is very Important because it protects the food from Adulteration,

Pilfering, getting spoiled due to outside temperature, contamination, maintains the
quality and quantity of the food, it adheres to the international standards and it becomes
eligible for Exports.
A: Yes, the need for it is imminent. It protects our fragile and sensitive environment
from degradation, Global Warming and also the Natural things from extinction.
your choice?
A: I really like Amul milk’s packaging. It is quite attractive and all the printed contents
are shown clearly.
A: In my opinion the packaged product should be easy to handle and carry, there should
be an attractive and eye soothing colour scheme, compact size preferred as it is
occupying less space and economically viable for Logistics purposes as more items can
be stored and carried in transport vehicles.
56
An interview with Neetika Satoor (Marketing Manager)
A: Packing gives me a hint of how luxurious/good quality of the product is. In terms of
gifting the packaging certainty helps make an impression and since I work at a bakery in
Mumbai, packaging is one aspect of the sales for us
A: I think it's extremely important that the packaging is eco-friendly. It helps me

understand if the brand is concerned about the environment and I tend to have a positive
attitude towards such brands.
your choice?
A: I buy many Nestle products. I like that all the items come with great packaging and
is attractive. There are no unnecessary designs or scraps are used as decoration.
A: According to me the most important elements of packaging is that it should be a well

packaged product and also have a sturdy material which should not be damaged while
transportation
57
An interview with Siddharth Shah (Law student)
A: Packing plays an important role for me as a consumer. I feel it is one of the first
things that a person lays his eyes on while shopping for an FMCG product. And since in
FMCG products, repeat purchases are more, one tends to stick to a brand if they are
attracted by the packaging on first glance.
A: Eco friendly, or sustainable packaging is the need of the hour according to me. The
world's climate crisis is just worsening, and it is imperative that action is taken by
everyone to slow this down. So, use of alternative packaging materials to plastic and
other such harmful materials is necessary for every brand, and is important in the
opinion of consumers like myself.
your choice?
A: I am quite fond of the packaging of Tropicana fruit juices, as the packaging always
makes the use of vibrant colours, and different varieties of fruits. The packaging is
really enticing and it makes me crave for a delicious glass of chilled juice.
A: For a packaging to be deemed as ideal, it should be easily portable, so as not to cause

inconvenience and it should not be too large. Once it is bought from the supermarket,
transporting it home becomes a problem for people who don't have their own cars, so it
should be sleek, for me to carry it home without any problem.
58
An interview with Gaurav Gupta (Founder of Alkalen )
A: Packaging is a really vital tool used by business owners like me, to attract the
consumers at first glance to purchase the product. If used properly, attractive and
lucrative packaging can be a great method of shooting up sales.
A: I personally use eco-friendly packaging in the products that are manufactured by my

company. Global warming and other environmental issue are fast approaching us, and
the need to tackle them is imminent. Nowadays, customers seek out products with eco-
friendly packaging, as they are also getting aware of the situation, so it is a win win
situation for my business.
your choice?
A: I like Raw pressery's packaging a lot, the print and the design are very classy, and
they turn out to be very attractive. I have implemented a similar packaging scheme in
my brand.
A: The product that my business manufactures, can be deemed to be a well packaged

product in my opinion. It's features are, portability, durability, use of bright colours,
sleek design, among others.
59
Summary of the Interviews
In this research project, 6 people were interviewed. The people were 2 students, 3
working professionals from various fields and 1 business owner.
All of them being a consumer believe that packaging is very important for them since
they think it’s one of the first things that a person sees while shopping for a product.
But one of the students, (Varsha) believes that it’s not very important for medical
products to have great packaging.
All of them support eco-friendly packaging and believe that the need for it is imminent.
They all are bothered by the harmful effects packaging materials cause to the
environment and all would prefer an alternative or eco-friendly packaging which does
not cause harm to the environment.
Majority have different choices when it comes to their preferred FMCG brand that they
like. Brands like Raw presser, Pringles, Paperboat, Tropicana, Nestle and Amul are the
preferred from the interviews due to various reasons like vibrant colours, eco-friendly
and unique packaging designs.
2 believe that the packaging elements should be sturdy, 2 of them prefer their packaging
to be easily portable and not be too large along with a good colour scheme. 1 of the
them would only prefer bright colours on her packaging.
60
1. Age:
Age In Numbers In Percentage

20-30 81 77.9%
31-40 9 8.7%
41-50 5 4.8%
50+ 9 8.7%
This study surveyed 104 people between the ages of 20 to 60. This covered most of the
segments that exists in a society from students to those recently retired and the working class.
The largest category was that of people between the ages of 20 to 30 with 81 people surveyed
followed by 9 people between 31 to 40, another 9 in the 50+ category and 5 people between
41 to 50. The study interviewed various age groups making it a diverse pool of subjects.
Chart 1: Age
61
Gender:
Gender In Numbers In Percentage
Male 49 47.1%
Female 54 54%
Other 1 1%
This survey included a mix of several genders. The survey had more females compared to the
males. There are 54 in the female category, 49 in the male category and 1 in the other
category.
Chart 2: Gender
62
3. Profession:
Across the 104 people interviewed, most of them (50) were students studying in various fields.
9 are business owners, 39 people who were employed in some type of job in various sectors such
as fitness, corporate, teaching sector etc.
The survey also looked at the perceptions of 4 housewives 2 retired people.

The perceptions of these diverse professions varied sometimes predictably and other times
randomly as we will see below.
Tabular data:
Student 50
Self-employed 9
Job 39
Retired 2
63
Housewife/Househusband 4
4. Size of packaging on consumer behaviour
Chart 4: Size of packaging

Size of packaging In Numbers
1 (least likely) 4
2 16
3 42
4 30
5 (most likely) 11
Right-size packaging utilizes the ideal amount of material for products without sacrificing
branding elements or quality.
64
Interpretation:
Out of 104 responses, 42 are likely to get affected by the size of their packaging, 30 are very
likely and 11 are most likely. This shows that the size of packaging plays a role during
purchasing time since majority should find their packaging convenient to carry.
16 people are not likely to get affected and 4 people are least likely to get affected
5. Portability of packaging on consumer behaviour
Chart 5: Portability of packaging on consumer behaviour

Portability of packaging In Numbers
1 (least likely) 1
2 6
3 22
4 50
5 (most likely) 25
65
Interpretation:
Out of 104 responses, 50 are very likely to get affected by the portability of the packaging, 25
are most, 22 are likely, 6 are not likely and only 1 is least likely. This shows that the size of
packaging plays a role during purchasing time since majority should find their packaging
convenient to carry.
6. Consideration of packaging in last 5 minutes of purchase
Chart 6: Consideration of packaging in last 5 minutes of purchase
Consideration of packaging in In Numbers In Percentage

last 5 minutes of purchase
Yes 29 27.9%
No 22 21.2%
Maybe 53 51%
66
Interpretation:
This shows that unique packaging can increase the product attractiveness and thus affect to
the willingness to buy the product. Brands should keep this in mind while developing the
packaging.
7. Effects of colourful packaging on consumer buying behaviour
Chart 7: Effects of colourful packaging on consumer buying behaviour

Effects of colourful packaging In Numbers
Extremely likely 14
Likely 37
Neutral 45
Unlikely 8
Extremely unlikely -
67
When it comes to packaging, colour is one of the most important components for attracting
shoppers. Visible from a greater distance than other elements such as copy, illustrations or
graphics, it's often one of the first things people notice.
Interpretation:
Out of 104 responses, 14 are extremely likely to purchase a product if the packaging has
vibrant colours. 37 are likely and majority (45) are netural meaning it does not affect them
much and 8 are likely. Noone is extremely unlikely.
8. Switching from preferred brand to competitive brand due to packaging
Chart 8: Switching from preferred brand to competitive brand due to packaging

Switching from preferred brand In Numbers In Percentage
Yes 27 26%
No 45 43.3%
Maybe 32 30.8%
In this survey, 104 were interviewed. Majority (45) people would not switch from their
preferred brand and would be loyal to their brand, 32 may switch from their preferred brand
68
and 27 people would switch from their preferred brand to a competitive brand due to
packaging.
Interpretation:
This shows that many are loyal to their preferred brands and would not want to switch even if
there was better packaging offered by their competitor.
9. Visibility of printed content on packaging with respect to buying behaviour

Chart 9: Visibility of printed content on packaging with respect to buying behaviour
69
Interpretation:
Majority (47) decide their purchase on the manufacturing date since it is the most important,
followed by (36) nutritional information and (28) contents. It is noticed that consumers pay
more attention to the manufacturing date and nutritional information rather than the contents.
10. Type of packaging in FMCG products
Chart 10: Type of packaging in FMCG products
70
Type of packaging In Numbers
Tetra-pak 44
Cardboard 13
Polypack 15
Tin can/box 9
Glass bottles 16
Other 6
At its most base level, product packaging is important as it serves to protect the product
inside. Out of 104 people, majority (44) would prefer tetra-pak type of packaging, (16)
people chose glass bottles, (15) people chose polypack, (13) people chose cardboard followed
by (9) people who chose tin can/box and the remaining (6) people chose other type of
packaging
Interpretation:
71
Consumer packaging preference rank-
1. Tetra-pak
2. Glass bottles
3. Polypack
4. Cardboard
5. Tin/box
6. Other
11. Environment friendly product packaging
72
Chart 11. Environment friendly product packaging
Switching from preferred brand In Numbers In Percentage
Yes 101 97.1%
No 3 2.9%
Out of 104 people, 101 would prefer environment friendly packaging and the remaining 3 do
not prefer environment free packaging.
Interpretation:
Out of 104 consumers surveyed, it shows that majority prefer ecofriendly packaging and are
concerned about the environment.
Eco-friendly packaging is usually made from biodegradable, recycled material which reduces
the waste of natural resources for production.
In addition, the manufacturing process tends to be more efficient, further reducing precious
resources and minimizing the negative impact businesses have on the environment
73
FINDINGS
Outcome of the research study regarding Impact of Packaging on consumer buying

behaviour:
 Packaging is one of the most essential communication tool, it act as a medium for
advertisement of the product.
 Packaging of product not only protects the product but it also increases the sales of
the product
 A good packaging gives convenience to the customer in handling the product
 The printed information on the package of product helps the customer in
understanding the product in detail such as the ingredients used, date of
manufacturing, date of expiry, price of product etc such information printed will helps
the customer in making purchase decision.
 Packaging also gives clarity in identifying the right product from the number of
products available in the market
 Packaging also helps in promoting brand loyalty
 Many companies also help in protecting the environment by using new and innovative
ideas related to ecofriendly packaging by avoiding the use of plastic and they use such
material which can decompose easily.
 Various packaging elements such as colours, innovative packaging idea, wrapper, font
size, material of packaging etc create a great impact to catch the attention of the
audience. Such appealing and distinct packaging urges the audience to make a buying
decision
 Packaging also helps in gaining competitive advantage.
74
CONCLUSION
The obtained results of research on role and the impact of packaging on consumer’s buying
behavior lay down the following conclusions:
 The packaging elements represent a good means of marketing communications

towards consumers, because consumers value the elements that are embodied on the
package.
 According to the survey, packaging color helps consumers differentiate their favorite
brands, and for companies it helps to catch consumers’ attention and interest. So,
color as well as other packaging elements makes the marketing offer more eye-
catching and attractive, as well as differentiating it from other products. Thus, H1.2 is
true
 Consumer value label in the products, because they can get information about the
product, its origin, its content, its usage, etc. The information given in the label also
helps companies promote the product in the market.
 From the survey, the information on packaging represents an important component
and it can support marketing communication strategies of companies, establishes
brand image and identity. Thus, H1.3 is true.
 Printed information contains all the information related to the product quality, price,
and description which help customers identify the product and facilitates the decision
process during purchasing.
 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
 Appropriate and vivid picture or packaging color which delivers them a happy
75
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.
The obtained results also show the language used on the package influences consumer
behavior during the buying process.
76
RECOMMENDATION
 It is highly recommended to all the business units that they should not ignore
packaging factor and consider packaging as one of the most essential tool for
organization and product success in the marketplace.
 A country should set high packaging standards for business units which should be
environment friendly, such policy should be strictly followed by all business units as
this will not only promote the product but will also preserve the environment for the
long run.
 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.
 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.
 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.
77
APPENDIX
Questionnaire
Part 1 - General Questions
1. Name
2. Age Group
o 15-25
o 25-35
o 35-45
o 45-55
o 55-65
3. Profession
o Student
o Self-Employed
o Job
o Retired
o Housewife / househusband
78
Part 2 - Research Questions
4. On a scale of 1(least likely) -5 (most likely), how much does the size of packaging
control your purchase?
o1
o2
o3
o4
o5
5. On a scale of 1-5, how likely are you to purchase a product if the packaging is easily
portable?
o1
o2
o3
o4
o5
6.Do you consider packaging in the last five minutes of purchasing a product?
o Yes
o No
o Maybe
79
7.How likely are you to purchase a product if vibrant colours have been used in the
packaging?
o Extremely likely
o Likely
o Neutral
o Unlikely
o Extremely unlikely
8. Would you switch from your preferred brand due to better packaging offered from a
competitor?
o Yes
o No
o Maybe
9. On a scale of 1-5, how much does the easy visibility of the following information affect
your purchase? (Manufacturing date, contents, nutritional information)
o1
o2
o3
o4
o5
10.Is there any particular brand who's packaging you are fond of?
80
11. What type of packaging do you prefer in FMCG products?
o Tetra-pak
o Polypak
o Cardboard
o Tin/can box
o Glass bottles
o Other
12. You are the purchaser of any product, do you prefer the product packaging to be
environment friendly?
o Yes
o No
o Maybe
81
BIBLIOGRAPHY
 https://globaljournals.org/GJMBR_Volume12/8-Role-of-Packaging-on-Consumer-
Buying.pdf
 https://core.ac.uk/download/pdf/249336062.pdf
 https://thebrandhopper.com/2020/09/25/case-study-tropicana-rebranding-failure/
 https://shyamfuture.com/blog/tropicana-re-branding-failure-a-detailed-case-study/
 https://www.ceros.com/inspire/originals/failed-rebrands-bad-logos/
 https://ohioline.osu.edu/factsheet/cdfs-133#:~:text=The%20%EF%AC%81rst
%20commercial%20cardboard%20box,and%20boxes%20used%20for%20trade.
 https://crawfordpackaging.com/learn/history-of-packaging/
 https://www.ptpackaging.com/blog/the-importance-of-product-packaging/
#:~:text=Protects%20the%20product,product%20sits%20on%20the%20shelf.
 https://khatabook.com/blog/meaning-function-types-importance-features-of-
packaging/
 https://www.slideshare.net/bhkparmar/impact-of-packaging-on-consumer-buying-
behavior-68808222
 https://www.slideshare.net/saurabhgiratkar/impact-of-packaging-on-consumer-
buying-behavior
 https://iarjset.com/wp-content/uploads/2022/04/IARJSET.2022.9248.pdf
 https://www.theseus.fi/bitstream/handle/10024/97367/Reis_Emilia.pdf
 Maloth Naresh Naik, et al. (2019) The impact of product packaging elements on the
purchase behavior of consumers and then analysis the consumers purchasing
capability.
 JankiChitroda, et al. (2020) ‘A Study on Product Packaging Impact on Consumer
Buying behavior’
 JankiChitroda, et al. (2020) A Study on Product Packaging Impact on Consumer
Buying Behavior
 https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2910712#:~:text=Packaging
%20plays%20a%20vital%20role,stimulates%20the%20impulse%20buying
%20behavior.
82
 https://www.arka.com/blogs/news/effects-packaging-consumers-buying-
decisions#:~:text=The%20packaging%20provides%20the%20first,choices%20are
%20based%20on%20packaging.
 https://www.deepdyve.com/lp/emerald-publishing/what-we-know-about-consumers-
color-choices-wzmtODhZup
 https://psycnet.apa.org/record/2007-17348-007
 https://www.gwp.co.uk/guides/packaging-terminology-terms-definitions/
83

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Effect of packaging on consumer

buying behaviour with respect to

A Project Submitted to-

HSNC University, Mumbai for partial completion of the degree of Third

Under the Faculty of Management

Under the Guidance of,

HR College of commerce & Economics

The learner has complied to the provisions of the UGC (Promotion of

Name and Signature of

Name and Signature of the Guiding Teacher

Seal of the College Signature of Guiding Teacher

I would also like to express my sincere gratitude towards my project guide

Chapter Topic No. Topic Pg

A key factor in forecasting consumer preference is product packaging. Packages play a

Selection and Relevance of Problem

Brief Profile of Study Area:

i. Consumer behaviour: Consumer behaviour is the study of individuals, groups, or

iv. Sustainable Packaging: Sustainable packaging constitutes sourcing, developing, and

v. Tetra-pak: a type of plasticized cardboard carton for milk and other

x. Secondary packaging: Secondary packaging is the exterior packaging of the primary

The Concept of Packaging

It is used to identify, describe, protect, display as well as to promote the product

Packaging forms an important part of the sales process. An appropriate

Benefits of Product Packaging

Packaging plays an important functional role such as convenience, protection or storage.

According to Rani (2014), Consumer buying behaviour is influenced by social,

Packaging plays an important role to change today’s environment because of tough

1) To study the impact of packaging of FMCG products on consumer buying

H0- There is no relationship between buying behaviour and colour of packaging

H1- There is relationship between buying behaviour and colour of packaging

H0- There is no relationship between buying behaviour and printed information

H1- There is relationship between buying behaviour and printed information

Most of them preferred Tetra Pack for their packaging

97.1% prefer their packaging to be environment friendly

Primary data is information gathered by a researcher utilising techniques like surveys,

• The investigator is not personally responsible for the quality of data

Techniques and Tools:

b) Objectives of packaging and package labelling have several objectives:

.• Barrier Protection - A barrier from oxygen, water vapor, dust, etc.

• Containment or Agglomeration - Small objects are typically grouped together in one

• Reducing theft - Packaging that cannot be re-closed or gets physically damaged •

• Convenience - features which add convenience in distribution, handling, display,

Consumer buying behaviour is a dependent variable and depends on the following

Colour plays an important role in a potential customer’s decision-making process, certain

If it satisfies a customer demand like portion control, recyclability, tamper-proofing, child-

3. Meanwhile, Tropicana’s competitors took advantage of the “Tropicana crisis” and

5. In total, this initiative cost Tropicana more than 50 million dollars.

Understanding the consumers’ reactions: what went wrong?

Emotional bond with the brand

The look and feel of the new design:

Advertising and Packaging Design have different communication rules

Advertising and packaging design are very different communication tools.

Kraft's (corporate only) logo redesign in 2009 (Feb-Jun)

Why it didn't work:

The Strategy Is Ineffective - A rebrand that misinterprets the market might do

DATA ANAYLSIS AND INTERPRETATION

An interview with Varsha Mahale (Undergraduate BMS Student)

Q: How important is packaging for you as a consumer?

A: For me personally, I would love to see bright colours on my packaging. I think it

Q: How important is packaging for you as a consumer?

A: Packaging is a really important component of a product. Packaging personifies the

Q: How important is packaging for you as a consumer?

A: Packaging is very Important because it protects the food from Adulteration,