Project Report

Submitted for the Degree of B.com Honours in Accounting &

Finance Under the University of Calcutta

Title of the project

“Is attractive packaging really a necessity or eyewash?”
A study on packaging of some selected companies

Submitted by :-
Name of the candidate: Muskan Ahmed
Registration no.: 411-1211-0695-20
Name of the College: Bijoy Krisha Girls College

Supervised by :-
Name of the Supervisor: Sukanya Dutta
Name of the College: Bijoy Krisha Girls College

Month & year of Submission

June’ 2023

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 Annexure – IA

Supervisor’s Certificate
This is to certify that Ms. Muskan Ahmed a student of B.com Honours in
Accounting & Finance of Bijoy Krisha Girls College under the University of Calcutta
has worked under my supervision and guidance for her project work and prepared a
project report with the title “Is attractive packaging really a necessity or eyewash?” A
study on packaging of some selected companies which she is submitting, is her genuine
and original work to the best of my knowledge.

Signature:
Name: Sukanya Dutta
Designation: Asst Professor in Mathematics
Name of the college: Bijoy Krisha Girls College

Place: Howrah
Date:

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 Annexure IB

Student’s Declaration
I hereby declare that the project work with the title “Is attractive packaging really a
necessity or eyewash?” A study on packaging of some selected companies submitted by
me for the partial fulfilment of the degree of B.com. Honours in Accounting & Finance in
Business under the university of Calcutta is my original work and has not been submitted
earlier to any other university/institution for the fulfilment of the requirement for any
course of study.
I also declare that no chapter of this manuscript in whole or in part has been incorporated
in this report from any earlier work done by others or by me. However, extracts of any
literature which has been used for this report have been duly acknowledged providing
details of such literature in the references.

Signature:
Name: Muskan Ahmed
Address: Chunavati, Howrah - 711109
Registration No.: 411-1211-0695-20
Place: Howrah
Date:

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 Acknowledgement

I extend my sincere gratitude to Sukanya Dutta, my project guide, for the

successful completion of the project. This project has given me more confidence about the subject and
various concepts of packaging.

My sincerest gratitude also extends to the family, who has taken keen interest in my project from time to
time and encouraged me to perform the best of my ability.

Last but not the least: I would like to thank everyone for their support which helped me present the
project in clear and logical exposition.

Work on this project has proved to be an enlightening experience for me.

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 Index
CHAPTER PARTICULARS PAGE NO.

Introduction
1.1 Introduction 6
1.2 Need for study 7
Chapter 1 1.3 Objective of study 7
1.4 Research methodology 8
1.5 Literature review 9
1.6 Limitation of study 9

Conceptual framework
2.1 Scope of study 16
Chapter 2 2.2 National scenario 17
2.3 International scenario 17
2.4 Packaging strategy target
specific consumer groups 19
2.5 Packaging and brand
perception 20
2.6 Packaging as a multifunctional
marketing tool 20
2.7 Impact of packaging on
consumer buying behaviour 21
2.8 Study of packaging on some
selected companies 22
2.9 Study on packaging problems
faced by companies 24-20
Presentation of data, analysis and
finding
Chapter 3 3.1 Data analysis 21-

Conclusion and Recommendation

4.1 Conclusion
Chapter 4 4.2 Recommendation

Annexure - Bibliography 30

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 Chapter -1
Introduction

1.1 INTRODUCTION

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Packaging is the science, art and technology of enclosing or protecting products for distribution, storage,
sale, and use. Packaging also refers to the process of designing, evaluating, and producing packages.
Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics,
sale, and end use. Packaging contains, protects, preserves, transports, informs, and sells. In many countries
it is fully integrated into government, business, institutional, industrial, and personal use.

Packaging is a structure designed to contain a commercial product, i.e. to make it easier and safer to
transport, to protect the product against contamination or loss, degradation or damage and to produce a
convenient way to dispense the product

Consumer’s intentions to purchase packaged products depend on the degree of extent to which
consumers expect that the product will satisfy their need when they will consume it. But there are certain
situations when they haven’t even heard about the products so much while entering into the stores, (especially
in the case of new products) so the intentions to purchase that very particular product is basically determined
by what is communicated at the point of sale. So, at the time of sale when the product is not familiar to the
consumer, the only factor that attracts consumers to purchase is Packaging.

It became a critical factor when the consumer decision making process is in progress, and how they perceive
it depends upon the communication elements, which become the key factor to success for marketing
strategies.

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1.2 NEED FOR THE STUDY

1) My need for the study is to pave a way for an effective packaging that would open new doors
which would help to know the packaging industry better. To develop package for a new
product requires several decisions.

The first task is to establish the packaging concept, defining what the package should basically be
or do for the particular product.

2) Then decisions must be made on additional elements—size, shape, materials, colour, text, and brand
mark, plus the use of any “tamperproof” devices. All packaging elements must be in harmony and,
in turn, must harmonize with the product’ pricing, advertising, and other marketing elements.

3) Next is the engineering test to ensure that the package stands up under normal conditions;

"Packaging” is also known as the salient salesman and has managed to enter the marketing literature as 5.P.
Packaging is the protector of the product within. It protects the product from physical impacts such as hitting,
wetting, and bruising. Packaging allows for the product to reach the consumer in the most economical way
possible and creates ease of storage. Another important role is to provide the consumer with ease of choice
and usage with the information it holds. The weight, price, production date, use by date, ingredients, name
of producer company, usage details written on the packaging provides major convenience to the seller and
the consumer.

Packaging may inform the consumer of all the properties of the product. It is almost the "tongue” of the
product. With the development of modern age, decreasing family size and increase in the number of single
households, the production of especially portioned packaging has increased. Packaged goods are preferred
because people have limited time to eat, drink and shop in the fast tempo of today and such goods have usage
and transport ease. Therefore, in developed and developing countries, packaging consumption is higher
compared to underdeveloped countries.

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1.3 OBJECTIVES OF STUDY

1) To know why there is a debate whether packaging is an eyewash or a necessity

2) To understand the need for packaging

3) To realize the right and responsibility of the customer

4) To explain the various methods used to attract customer through packaging

5) To provide such valuable information could be an eye-opener for everyone.

6) To learn about the market of packaging to its extremes.

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1.4 RESEARCH METHODOLOGY

Research Methodology is a systematic plan for conducting research. Sociologists draw on a variety of both
qualitative and quantitative methods, including experiments, surveys, participant observation and secondary
data.
The study is conducted to find out how many people have the good knowledge about packaging and are
aware of their rights as consumers.
For the purpose secondary data has been collected from internet, journal, report, research and other
techniques.
Different types of research design are available depending upon the nature of research project availability
of able manpower and circumstance.

❖ Research objective -The main objective of the present research study is to examine and analyse the
effects of different packaging cues like package colour, package shape, visual product imagery (i.e.
product units picture, picture of spokes character), package material, front of Package nutritional
labels, position of visual and verbal elements on the perception, product evaluation and purchase
considerations of consumers of Selected cities of Gujarat namely Ahmedabad, Baroda, Surat and
Rajkot. The study is done especially for the ready to eat food products.
❖ Research design -The research design is a blueprint for the fulfilment of objectives and answering
questions. It is master plan for specifying the method and procedure for collecting and analyzing
needed information.
❖ Research Type - The data for this project are collected from both primary as well as secondary
sources
❖ Sample Size - 30
❖ Sample Selection Process - convenient sampling process
1. Potential Participant.
2. Probability Sample.
❖ Data collection method - The source of data includes secondary data sources. I have collected the
secondary data from standard textbook, newspaper, magazines and internet sources.
❖ Data Source - primary data is collected through a structured questionnaire question 20 questions and
administrative to 30 respondents. Secondary data are collected through several books' journals and
relevant electronic media.
❖ Survey Period - As a survey combined of both primary and secondary data for the secondary data
collected from one year (2022-23), the Primary data are collected from the date of topic selection I.e;
April to May, 2023, which is 1 month of time.
❖ Data analysis and presentation technique - For the analysis of the project the help of various Pie
Charts and bar charts are taken.

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1.5 LITERATURE REVIEW

National Scenario:

This chapter presents the results of a comprehensive literature search in several aspects to this work. The
prime objective of this literature survey is to identify those variables, which are involved in this research
study about perception of packaging, that how consumer perceive about packaging in industry and how they
are influence the purchase of consumer decision in choosing any products.

Exploration directed by Kumar who contemplated "The impacts of packaging on customer view" expresses
that universally 80% of customers accept that the excellent significance of product packaging is to secure the
actual product, not considering advertising strategies, which subliminally assume a critical part in the
acquisition of a product. Through his investigation, he analysed product packaging and the impact it had on
customer view and how it added to the accomplishment of a product. The goal was to distinguish the
influence of product packaging on customer behaviour and to check the impact of different components of
packaging on customers. 71% of customers say that the packaging of a product adds to their general product
satisfaction. Customers build up an enthusiastic connection towards a specific product that upgrades brand
faithfulness. Since product packaging is primarily a customer started practice with a brand, he/she needs to
recollect this early introduction as a positive involvement with request to start and keep up brand review.
The significance of marking and product packaging is that it goes about as the essential wellspring of data
on the brand when a customer takes a gander at the packaging. Customers are constantly attracted to alluring,
eye-grasping packaging, which adds to the consumers‟ initial introduction of a product. The packaging of
products conveys brand recognizable proof and relevant data on the brand just as the product.

Through "Customer behaviour on the way to the fresh packaging with FMCG Products", an examination led
by Mitul Deliya, means to comprehend the developing significance of packaging as a vehicle of
communication, particularly in the serious space of FMCG deals. A centre gathering and definite survey
were utilized to comprehend customer behaviour towards such products including skincare, oral care,
beautifying agents, and home consideration products. Packing assumes a gigantic part in the positioning of
a product. Package plan and substance shapes the view of customers and can be a deciding component in
purpose of procurement choices that portray most of shopping events. Results show that 67% of customers
are impacted side-effect packaging and just 26% of them switch brands dependent on the packaging. In an
examination led by Deng et al. on "The effect of customer products packaging quality on customer product
satisfaction, brands judgement, customer speculation and behaviour” intends to inspect the job of container
quality in marked filtered water and its connection to customer satisfaction and purchasing behaviour. They
set up how packaging attributes go about as an unavoidable component of the general product and added to
the utilization experience. Results were then agreed dependent on how customers felt when taking a gander
at the packaging and what their general utilization experience was. They have demonstrated that the thicker
the material utilized (for this situation plastic) to make the container, the higher was the thought that clients
accept that the nature of water is better. Packaging quality has a basic part in building a productive customer

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marking connections which would rethink the packaging of numerous brands and enhance the customer
loyalty.

Sanjay Bhatia (2010) according to him a wide range of innovation package design are developed for
consumer good covering process food, pharmaceuticals, cosmetics and toiletries to satisfy the consumer in
order to meet the requirement. As per his study total packaging spend in 2006 exceeded $630 Billion which
is a regularly 25 to 30% more than the global pharmaceutical industry.

N C Saha (2011) Director Indian Institute of Packaging, Mumbai. According to him graphic design and
structural design of a package go hand – in hand. A highly structured designed package with good functional
properties may be unable to attract a customer unless the graphic design is eye appealing. Helps both the
aspects are equally important to develop an effective package design to cater the demands of market
requirements and also to satisfy the modern consumer.

Panwar (2004) the author states that packaging is the act of containing, protecting and presenting the contents
through the long chain of production, handling & transportation to their destinations. Packaging is one of the
foremost components of promoting, designing and plays an important role in marketing. The packaging is
that important key factor which we can use to attract the consumers at first sight. So, package plays an
important role in marketing communication, especially in the point of sale and could be treated as one of the
most important factors influencing consumer’s purchase decision.

International Views:

Lewis (1991) extends his views describing that good packaging is far more than a salesman, but a flag of
recognition and a symbol of values. Analysing an importance of each element of packaging, it is very useful
in consumer purchase decision. Different types of packaging help consumer to easily differentiate the product
from other ones. All these specifications and characteristics of packaging contribute an important effort to
catch consumer’s attention and interest.
Bernard C. Fenner (2011) according to him diversified method of drug delivery, new products and
increasingly stringent standards all impact on the variety and complexity of the packages. Further he has
emphasized on sales promotion “availability is an absolute must in the pharmaceutical industry which
necessitates the highest possible packaging speeds combined with minimum waste and high flexibility.

Alice Louw (2006) the author has studied the power of packaging the people belonging to age 20-30 years
old. He concludes that packaging plays an important role in the marketing context. His research results that
right packaging can help brand carve a unique position in the market place and in the minds of consumers.
Packaging is regarded as an essential component of our modern lifestyle and the way business is organized.
Improper packaging may hamper the brand and may also lead to failure of the product. Adelina and Morgan
(2007) concluded that Packaging could be treated as one of the most valuable tools in today’s marketing
communications; Packaging has an important impact on consumers buying behaviour. The impact of
packaging and its elements can impact the consumer’s purchase decision.

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Phillip Kotler (1999) Here Kotler has discussed a specific pack that is called tetra pack which he further adds
tetra pack invented and “aseptic” package that enables milk, fruits, juice, medicines (liquids) and other
perishable liquid foods to be distributed without refrigeration. Tetra pack packaged product save refrigeration
space. Tetra moto is “the package should save more than its cost. Tetra pack advertises the benefits of its
packaging to consumer directly and even initiates recycling programme to save the environment.” Thus, the
concept of green packaging started.

David A. Aaker (1997) He fully accepts the definitions of American marketing associations regarding a
brand that “brand as a name, term, sign, symbol or a design or a combination of the intended to identify the
goods and services”. According to Aaker – ‘COMPLAN’ brand reflects as nutritional supporting health. A
‘COMPLAN’ loyal brand consumer identify by its packaging without reading the name of the brand. His
research showed that the packaging as a whole impacts on the consumer purchase intention.

In early times, prior to World War II, Packaging was used primarily to surround and protect products during
storage, transportation, and distribution. Some packages were designed with aesthetic appeal and even for
ease-of-use by the end consumer, but package design was typically left to technicians. After World War II,
however, companies became more interested in marketing and promotion as a means of enticing customers
to purchase their products. As a result, more manufacturers began to view packaging as an integral element
of overall business marketing strategies to lure buyers.

This increased attention to packaging coincided with socioeconomic changes taking place around the world.
As consumers become better educated and flusher, their expectations of product, and their reliance on them
increased as well. Consequently, consumer began to rely much more heavily on manufactured goods and
processed food items. New technologies related to production, distribution, and preservatives led to a
massive increment in the number and type of products and brands available in industrialized nations. Thus,
packaging became a vital means of differentiating items and informing inundated consumers.

Packaging today, is regarded, as an essential part of a successful business practice. Package design became
a marketing science, and as a new corporate cost-consciousness developed in response to increased
competition, companies began to alter packaging techniques as a way to cut production, storage, and
distribution expenses.

1.6 Limitations of the study

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Limitation of this study is that enough data in current scenario could not be collected due to time restraint.

Being secondary data, it could not give the clear impact as it could have been on primary data.

This study gives the compact report of the total scenario which would have shown in detail, if worked on
primary data.

It is my first attempt to undertake such a study thus inexperience is also an obstacle to accomplish the project
in a proper way.

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 Chapter 2

Conceptual Framework

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2.1 SCOPE OF THE STUDY

Packaging plays a key role in product success, particularly in the fast-moving consumer goods industry
(Wansink and Huffman, 2001) and can affect consumers’ purchasing decisions at the point of sale (Sara,
1990). However, relatively little has been written about packaging in the marketing literature (Johnson, 1998;
Saghir, 2002; Rundh, 2005). The purpose of this paper is to provide a theoretical framework with which to
examine how packaging contributes to marketing in general and new product development (NPD) in
particular. The paper reviews the literature and develops a unique framework that can be used to evaluate
more fully the needs of all parties that are relevant to the development of packaging, including members of
the distribution channel. This framework aims to provide new insight into the creation of new product
opportunities through packaging development in a more systematic way than has been evidenced in the past.

During recent decades, the importance of the packaging system and its different functions has been
increasing. Traditionally, packaging is intended as a means of protecting and preserving goods, handling,
transport, and storage of products1. Other packaging functions like sales promotion, customer attention and
brand communication have consistently grown in importance. It means that when a packaging developer
makes a package, it needs to be designed in order to meet the demand from a sales and a marketing
perspective, and not only from a manufacturing process and transportation network perspective.

The European Federation defines packaging as all products made of any materials of any nature to be used
for the containment, protection, delivery and presentation of goods, from raw materials to processed goods.

Packaging is built up as a system usually consisting of a primary, secondary, and tertiary level. The primary
package concerns the structural nature of the package; it is usually the smallest unit of distribution or use and
is the package in direct contact with the contents. The secondary package relates to the issues of visual
communication and it is used to group primary packages together. Finally, the tertiary package is used for
warehouse storage and transport shipping. Here are some take on national and international scenario on
packaging.

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2.2 NATIONAL SCENARIO

The Indian packaging industry, growing at an annual rate of more than 15 cent, is valued at $ 15.6 billion
(INR 85,000 crore) as in 2010-11. In the next five years, the sector is expected to triple to around $ 60 bn.
The net profit of the packaging industry spurted 104.5 percent
during Q3 FY08, against a growth of 29.5 percent in the December ’06 quarter. The large growing middle
class, liberalization and organized retail sector are the catalysts to growth in packaging. More than 80 percent
of the total packaging in India constitutes rigid packaging. The remaining 20 percent comprises flexible
packaging. There are about 600-700 packaging machinery manufacturers, 95 percent of which are in the
small and medium sector located all over India. Indian packaging machinery imports are $125 million. The
total demand for paper is estimated to be around 6 million tonnes, of which about 40 percent is consumed by
the packaging industry.

Laminated products including form-fill-seal pouches, laminated tubes and tetra packs are growing at around
30 percent per year. “The packaging market in India seems set for the next level of growth. Strong favourable
demographics aside, factors such as increasing disposable income levels, rising consumer awareness and
demand for processed food, and the multinational giants taking rapid strides in the food, beverages, cosmetics
& toiletries and pharmaceuticals space, are expected to be the key drivers of this growth story. These factors
are forcing both packaging suppliers and end-user industry to shift from bulk packaging to retail, and unit-
level and small-sized packaging. In addition, exploding organized retail growth and newly relaxed Foreign
Direct Investment (FDI) norms in retail and other sectors,

augur well for packaging market in India”. A report by Indian Association of Corrugated Management.

2.3 INTERNATIONAL SCENARIO

Packaging Industry is growing worldwide at faster rate. The emerging retailing industries and change in the
lifestyle of the people in various countries has led to grow the packaging industry. The World Packaging
Organization Report (2010) has explored the global packaging industry. According to the report, the global
packaging industry is growing in most of the country and developed countries have larger share in the world
economy. Some of the extractions from this report has been given here. According to report, sales of
packaging are concentrated in Asia, which accounted for 36% of the total in value terms in 2012. North
America and Western Europe totalled shares of 23% and 22% respectively. In 2012, Eastern Europe was the
fourth largest consumer of packaging with a global share of 6%, closely followed by South and Central
America with 5%. The Middle East represents 3% of the global demand for packaging, while Africa and
Australasia each have a 2% share. According to the study, this segmentation of the market is expected to
change significantly by 2018; Asia is predicted to represent over 40% of global demand, while North
America and Western Europe lose out noticeably.

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The report explores the numerous reasons for this expected growth in the world packaging market, including
technical developments, cost per package, sustainability initiatives and, perhaps most importantly, the
growth of the consumer class in the Asia-Pacific, South and Central America, and Eastern Europe.

The growth of the global packaging industry is being driven by a number of trends, depending on various
geographical regions. Growing urbanisation, investment in housing and construction, the development of
retail chains and the burgeoning healthcare and cosmetics sectors are driving packaging demand in China,
India, Brazil, Russia and other emerging economies. An increase in living standards and personal disposable
income in the developing regions fuels consumption across a broad range of products, with subsequent
growth in demand for the packaging of these goods.

In terms of economically developed markets, a number of key social and market trends have been having a
major impact on developments in packaging over recent years. These include: the trends towards smaller
households and accompanying rise in demand for more, smaller pack sizes, the increasing requirement for
convenience among consumers, and the growing number of men interested in health and beauty products.

According to The Future of Global Packaging to 2018, all end-use sectors registered growth in value terms
during 2012. Medium-term forecasts for food packaging demand indicate a potential growth rate of 3.4% on
average to 2018, by which stage it will be valued at about $284 billion. Consumption of drinks packaging
over the period is projected to increase at a rate of 3.3% on average per annum until 2018, reaching a value
of $102 billion.

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2.4 Packaging Strategies Target Specific Consumer Groups

Packaging strategies enable marketers to align brands with target groups of consumers. Brand values are
inferred from packaging design and this has an impact on purchase intent, particularly when brand values
are congruent with personal vales (Liman, 2009). As personal values stem from membership of cultural and
peer groups, careful attention is paid to which values are important to the target group (De Chernatony,
2006). Tobacco industry documents show clear segmentation with regards to groups such as young people
and lower social classes (Lowe 1997).

The value of such groups is monitored to allow packaging strategies to fit in with any changes. For instance,
value packaging becomes more prominent in times of economic pressure (Spink, 1996).In respect to
innovative packaging, it is more likely to appeal to individuals who place greater significance on the visual
aesthetics of design, and this innate sense of design has been shown to have a strong effect on the perceived
alternativeness of the packaging and pack innovations are often appealing to youth, who are drawn to novelty
and the desire for something new. (Wakefield et al, 2002). Packaging, therefore has the potential to increase
product sales by tailoring its design to consumer preferences. On a psychological level. Growing academic
attention has been paid to how the use of visual design factors or peripheral cues (Wansink, 2003), such as
colour, shape and size of packaging, can inherent meaning for consumers (Bottomly, 2006) and also affect
their perceptions, brand impressions, and purchase and consumption behaviour.

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2.5 Packaging and brand perception

The packaging of a product isn’t just for holding the contents of the item together. It plays a much more vital
role and marketing experts spend considerable time, effort and money in getting this aspect right. It’s a well-
known fact among psychologists that what you see on the package of a product will influence what you think
of the brand and the contents and ultimately whether it results in a purchase. If you can’t see, feel taste or
hear the contents or a product, then its packaging is all that you can go by to get an indication of what’s an
offer. Marketing professionals widely accept that packaging colour is the biggest influence on product and
brand perception. This makes sense since, colour is usually the first thing to register in our minds as we rush
around a busy market trying to make decisions on what to buy. In fact, marketing experts to as far to say that
the choice of colour can evoke certain feelings and emotions, which are transferred onto the product or brand.
Therefore, understanding how the emotions evoked by different colours and relating these to year brand or
product is essential.

Graphic Choices: The use of graphics and typography on packaging can also strongly influences a customer’s
opinion of the product and brand. There is a huge different in terms of styles, fronts and sizes of topography
and how they are perceived.

Package Shape: The shape of a package can strongly influence how the item is perceived as well as create
interest in it. Unusual shaped packaging can work well in some circumstances and can boost a brand’s
appeals, example, using products marketed at children. But in other cases, where consumers expert certain
products to be of a standard shape, then it might only evoke suspicion and mistrust.

Packaging materials: How a product feels in its packaging and what materials the packaging consists of, can
also form ideas amongst consumers about product and branding. Sturdy, solid materials and well-made
packagers will give the impression of reliability, trust and confidence.

2.6 Packaging as A Multifunctional Marketing Tool

Packaging is an effective marketing medium which helps to build consumer relationships through possession
and usage. Packaging innovation, design and value packaging are used to promote the product, distinguishing
product from competitors, communicate brand values and target specific consumer groups. These packaging
strategies, together with the visual and structural aspects of packaging design, such as colour, size and shape
influence consumer perceptions and purchase and usage behaviour, and give packaging an important role at
point-of-purchase and also post-purchase. Packaging also has a close relationship with the product.

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2.7 Impact of packaging on consumer buying behaviour

Many packaging elements are factors that influence the buying behaviour of consumers such as,
packaging colour, printed information, packaging material, design of wrapper, printed information, brand
image, innovation and practicality. Colours used in packaging can help draw consumer attention. Colour of
packaging is important because it used by companies to differentiate its product from other competitors.
Therefore, colours play an important role in a potential customer’s decision-making process. Companies use
different colours for emphasizing a different mood, like, black is used for power, blue for trust, red for energy,
green for balance or organic and fresh. Colour is an essential component of packaging because consumers
expect certain type of colours for particular products (Keller, 2009). Different colours also symbolize
different meanings to consumers. For example, orange, yellow, purple they have different meanings
according to the consumer perception and culture. According to Singh (2006) colour perceptions vary across
cultures and most of the religions are believed to have their sacred colours.

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. Labelling 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, labelling, price and origin. According to Morris, J (1997) product labels help consumer to
differentiate a product more easily. Labelling 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 (Silago,
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 than low quality material. So, packaging material has strong
impact on buying behaviour.

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). Hollywood et al., (2013)
carried a study on milk packaging. They tried to find out the impact of the three packaging materials, glass,
plastic, and cardboard. Most of respondents in that study agreed that the use of plastic containers was better
than cardboard and glass packaging. 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

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products on the shelves and can attract consumers more easily. So, attractive design, graphics, colours,
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) labelling 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.

2.8 Study on Packaging of some selected companies Common take on

packaging by companies

In today’s scenario, most of the companies use packaging as an important marketing tool because of the
following factors:

▪ The packaging enables the self-service, as in the case of purchases done in the supermarkets and retail
mart the customers select the products on their own without any assistance from the retailers. Thus, the
company must design its product package in such a way, that it is capable enough to draw customer’s
attention towards it.

▪ It helps in increasing the consumer affluence, which means the customers are willing to pay even more
for the convenience, a0ppearance, dependability of the better packages.

▪ The packages help in increasing the brand recognition among the customers. As soon as the customers
see the package, they can instantly relate it to the company or brand. For example, the Brooke Bond’s Taj
Mahal Tea comes in the blue pack with an image of a Taj Mahal on its box; this gives an identity to the
brand.

▪ The innovative packaging also here, the company gives a unique design to its product package with the
intent to grab customer’s attention. For example, the calcium Sandoz bottles targeted at children and
women have been designed to make them attractive to the target segment (A dog shaped bottle for kids,
while a lady-shaped bottle for women).

Thus, the packaging is capable of influencing a buyer to initiate sales since the buyer comes in contact with
the package first and then after with the product.

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An Article on Marketing strategy of Lays

If you run a massive food brand, how do you offer a personal touch? For the marketers at Lay's it means
giving buyers the chance to design their own bags. The potato chip brand is launching a program in which
people can create custom bags by uploading a personal picture and phrase depicting their "favourite summer
moment." Lay's will then use the digital design to create real bags and ship them directly to the consumer,
set to arrive near the Fourth of July.

But Lay's fans will have to act fast. PepsiCo-owned Frito-Lay is capping the program at 10,000 bags. Still,
that is a significant customization effort for a brand used to pumping out countless monolithic designs.

"The packaging and [research and development] teams have invested a lot of effort to figure out how do we
do these small customized packaging runs within the complexity of the millions of bags we produce," said
Frito-Lay North America CMO Ram Krishnan.

In a separate program, Lay's is creating special bags with designs made from ultraviolet ink that change when
they are exposed to sunlight. "It is the first time I think anyone has ever done UV-activated packaging for
the consumer," Mr. Krishnan said.

Custom and unique packaging programs have emerged as a critical tool for big consumer-packaged goods
brands that can no longer rely on traditional advertising to break through. Consider Coke, which brought
back its "Share a Coke" program in the U.S. this summer after a successful run last year in which people
scooped up bottles in search of their own or a friend's name on the label.

While Coke’s effort randomly populates store shelves with packages using hundreds of popular first names,
Lay’s is putting the consumer in charge of creating their own unique bags. Lay’s execs are counting on social
media to increase the program‘s reach well beyond the owners of the 10,000 custom bags. For instance, Lay’s
will send a digital image to the consumer as soon as the bag is designed, hoping the user will share it broadly.
When the bag is delivered, chances are people will boast about them again on their social networks – at least
that is the goal. “I would say we are going to reach millions and millions of people very easily” Mr. Krishnan
said. “Consumers want this two-way conversation,” he added

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2.9 Study of packaging problem faced by some companies

Here are some examples of the top packaging blunders that companies make, as well as some potential
solutions.

“Doritos chip bag”

The problem: The typical Doritos chip bag is made from up to seven layers of foil and plastic. Companies
like this because these bags are light, reduce shipping volume, don’t take up much space on a shelf, and are
graphics friendly. The downside is that there’s currently no machinery to separate these layers, so they aren’t
recyclable.

“It’s not cost effective and there would be no market for the separated material,” explains Lawrence Black,
director of global business development at Waste Management, a US-based environmental solutions
provider. “It is expensive to fix and it all comes back to is there a market for the material. If there’s not an
ongoing market for the material, it won’t get recycled.”

Who does it? Multi-layered packages are popular with consumer giants, particularly snack food
manufacturers such as Frito-Lay and PepsiCo.

What is the solution? Unfortunately, there is no easy solution: according to sustainability experts at Waste
Management multi-layered packaging is considered the worst of the worst when it comes to recycling.
“When things are mixed together, you devalue the product,” says Tom Carpenter, executive director of Waste
Management’s sustainability services. “If I had two boxes, and one is all cardboard, the other box had metal
strips, the second would be too costly to recycle.”

Consumer education can go a long way toward increasing the potential for recycling. For example, packages
with simpler multilayers, such as cereal boxes and bags, need to be separated for recycling. Another option
is “upcycling”: Consumers can wash out used bags and reuse them for sandwich bags, or for craft projects,
such as the potato chip wallet.

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Coca cola, Pepsi (The post-consumer plastic bottle)

The problem: While plastic bottles, which are popular with both beverage manufacturers and consumers,
have come a long way when it comes to recycling, there is still room for improvement when it comes to the
percentage of bottles that are recycled.

Who does it? Most beverage manufacturers, including Coca-Cola and PepsiCo, use PET (polyethylene
terephthalate) plastic bottles.

What is the solution? In some ways, plastic bottles are a case study in how companies can use innovations
and consumer outreach to improve a recycling problem. A 2013 report from the National Association for
PET Container Resources showed that New York’s bottle deposit law and a rise in collections in California
drove up US gross recycling rates of PET bottles to 30.8%.

But there is still room for improvement, and companies, including both Coca- Cola and Pepsico, have
launched programs to make recycling more efficient and convenient. Venues where plastic bottles are
consumed have also gotten involved. Earlier this year, the National Resource Defence Council released the
“Guide to Composting at Sports venue” and many of the US’s major sports arenas and venues have
established programs and replaced their trash cans with recycling bins.

Amazon, Flipkart, etc ( The online purchase)

The problem: Companies and private sellers that deliver products through the mail often over-package,
putting a pre-boxed item in a second box, and sometimes even a third one. This practice, which Dancy calls
the “Russian doll” approach, is exceedingly wasteful.

Who does it? Sellers on the eCommerce network, including eBay.

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What is the solution? One option is to use sustainable packing materials, rather than the traditional
Styrofoam. There are numerous sustainable options, including packing materials made from corn starch or
sorghum, which can be composted. And New York-based Ecovative design has developed fungus-based
packing materials that are being used by Dell, Crate and Barrel and Puma, among others.

Ed Kastenbaum, general manager of San Francisco-based The Packaging Store, and vice president of the
Retail Packaging Association, packs with recycled pulp instead of Styrofoam when selling to wine shippers.
Kastenbaum says that the pulp wine shippers are widely available. The market change started more than 10
years ago & now the vast majority of wine is shipped in this manner by wineries, wine clubs, and wine
retailers.

Colgate (Toothpaste)

The problem: The small size, blended material and leftover Colgate toothpaste inside toothpaste tubes – and
other tube-based containers – make recycling almost impossible. As for toothbrushes, their slender shape
and blend of plastic and nylon bristles make them tough to disassemble and recycle.

Who does it? Toothpaste and toothbrush manufacturers, including consumer giant Colgate-Palmolive,
manufacture these non-recyclable products.
What is the solution? Since being served with a shareholder resolution by As You Sow (AYS) a non-profit
environmental protection group in 2012, Colgate-Palmolive has been working with AYS to create a
recyclable toothpaste tube or package.

Pizza hut, Dominos, etc (The dreaded pizza box)

The problem: Pizza boxes – and many other takeout containers – are made of recyclable materials, but when
cheese or other food scraps stick to the cardboard, they are no longer recyclable.

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Who does it? Consumers and food delivery places.

What is the solution? Consumer awareness and letting consumers know that the box is valuable. Although
consumers and yes pizza companies can’t avoid the take-out pizza with cheese attached to lid, some
companies have turned to environmentally friendly solutions including using compostable containers and
specially designed recyclable-friendly pizza boxes.

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 Chapter-3
Presentation, analysis and finding

3.1 DATA ANALYSIS

Data analysis has multiple facets and approaches, encompassing diverse techniques under a
variety of names, while being used in different business, science, and social science domains.
In today's business, data analysis is playing a role in making decisions more scientific and
helping the business achieve effective operation.

As volume and diversity of digitally stored data keeps growing, the importance for the
business to create a holistic picture of the customer continues to grow. In this paper, we
discuss the possibilities available to researches with four different streams of data. First we
discuss data fusion, merging of proprietary databases with market research data, which
enables appending attitudinal data to customer behaviour. Secondly best practices in
packaging available in the market and helps customer to choose a product covering every
questionable basis.

The analysis and findings that went through in making of this particular project is co-
operating with the thought that packaging industry has changed with the due course of time
for every item available on earth. It shows packaging is merely not an eyewash and totally
effective for product from the manufacturing process to sale.

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Here are some finding and analysis presented :-

Why food packaging account for highest number of market share?

INTERPRETATION:

According to the survey conducted Food packaging as a market contains most part because
of the rise in the technology of food and other items with the fact that food is perishable and
therefore the packaging needs to be sustained to make it preferably fresh for the consumer.
Packaging protects against damage or contamination by micro-organisms, air, moisture and
toxins.

It prevents product spilling or leaking. Nutrition, ingredients and sell-by dates are important
not only to the consumer, but to grocery stores as well. Bar codes help stores to track
inventory and sales. Food Packaging plays such an important role in the preservation and
marketability of a product, many companies seek a contract packaging service to help them
obtain the best quality packaging available. Benefits to a co-manufacturer include cost, speed,
quality and innovation.

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 Chapter 4 Conclusion and
recommendation

4.1 CONCLUSION
To conclude one must say that packaging as an eyewash or a necessity would caught up
with a mixed emotion of thoughts as there was a time when it used to be an eyewash but in
modern era it’s beneficial for both the consumers and the manufacturer hence it has become
an necessity. Packaging is indispensable component of modern lifestyle.

To be continued....

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4.2 RECOMMENDATIONS

1. The information provided by companies on packet, the font size is much smaller which
is not seen clearly to all therefore companies should give it in appropriate size for clear
view to all on food packet.

2. The 2nd most important thing is that in some cases abbreviation are used for few words
that is not understandable to some people. So there should be full name must be given
with abbreviation, if it is use.

3. During conversation with respondents many of them said that in some product they
were not able to find the information easily due to the information is given in some
case at the bottom of the packet, in some case at the upper side of the packet, and
sometime they did not find the information that is useful to them. So therefore
companies should try to give it at a fixed place every time which can be found by the
customer easily.

4. The information provided on the food packet should be easily visible.

5. Everything about the product should be clearly stated without any flirty words that
would distract the customer for the ultimate goal he is buying the product for.

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 Annexures
BIBLIOGRAPHY

BOOKS
1. Packaging an art.
2. Soul of a product.

WEBSITES
1. https://en.wikipedia.org/wiki/Packaging
2. https://www.ukessays.com/essays/education/packaging
3. https://www.entrepreneur.com/encyclopedia/packaging
4. https://www.packaging-labelling.com/

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5.

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