Project Report

Submitted to –
“LNCT BHOPAL”
For the partial fulfilment of the degree of Master of Business Administration [MBA]

Submitted by – Guided by –
Gunjan Ghosh Abhay Varshney
(LNCCMBA11112)
 Certificate

This is to certify that investigation described in this project entitled: “A Study on Packaging

Used for Various Type of Products and Brand Communication.” was carried out Gunjan

Ghosh (LNCCMBA1112), LNCT Bhopal (M.P) under my supervision and guidance in

partial fulfilment of the requirement for the degree of Maters of Business Administration of

LNCT BHOPAL (M.P.)

This work is the own work of the candidate, complete in all respects and is of sufficiently

high standard to warrant its submission to the said degree. The assistance and resources for

this work are duly acknowledged.

Faculty Guide H.O.D

Abhay Varshney Dr. Bhavana Likhitkar
 Declaration

I hereby declare that this project titled “A Study on Packaging Used for Various Type of

Products and Brand Communication,” is Bonified and authentic record of work done by

me under supervision of Abhay Varshney during academic session 2023-24.

The information and data given in the report is authentic to the best of my knowledge. The

report has not been previously submitted for the award of any Degree, Diploma,

Associateship or other similar title of any other university or institute

Signature of Student

Date:

Place:
 ACKNOWLEDGEMENT

It is indeed a great pleasure and honour of mine to have the opportunity to submit this
report on, " A Study on Packaging Used for Various Type of Products and Brand
Communication ".
I would like to express my special thanks of gratitude to my teacher Abhay Varshney
who gave me the golden opportunity to do this wonderful project which also helped
me in doing a lot of research and I came to know about so many things.
 INDEX

Ch. PARTICULARS PAGE

No. NO.

1 Introduction

2 Elements and role of Packaging

3 Types of Packaging

4 Emerging trends in packaging industry

5 Literature Review

6 The Dependent and independent variables of packaging

7 Research methodology

8 Conclusion

9 References
Abstract:
Many scholars agree that the area of packaging is not getting much attention from
researchers. Therefore, the main goal of this paper is analysed the status of research related
to the marketing function of packaging by the critical review of available literature. In the
past the most important role of packaging was to protect the product and to provide
functional benefits. However, the functions of packaging expanded with the time. Packaging
became more important from the marketing point of view with the recent marketing
trends, like switching marketing budgets from advertising to other promotional tools,
increasing nondurable product buying decisions at the point of purchase, etc. It is usually
the mean of differentiation and the last brand advocate when it comes to the consumers’
time to choose between the products on the shelves. In more recent literature packaging is
usually pointed as a communication element rather than just a part of the product within
the 4Ps. In some case packaging is even considered as a part of the communicational (i.e.,
promotional) mix. With no doubt, packaging is having tremendous impact on consumer
thanks to its communicational aspects. One of the functions of packaging within marketing
communications is to help in the process of building the brand personality and to create
links with consumers.

The study highlights the importance of packaging as a tool for effective brand
communication and provides insights into how companies can leverage packaging to
enhance brand perception and consumer engagement. The study examines different types
of products and their respective packaging designs, including food, cosmetics, electronics,
and household items. The packaging of each product type is analysed in terms of its
functionality, design elements, materials used, and how they contribute to brand
communication. For example, the packaging for food items is often designed to be more
informative, with labels indicating nutritional information, ingredients, and other important
information. Cosmetics packaging, on the other hand, is often designed to be more visually
appealing, with vibrant colour and sleek designs that reflect the brand's image. The study
also explores the impact of packaging on consumer behaviour and purchase decisions. It
finds that packaging design and functionality can significantly influence consumer
perceptions of a brand and their likelihood to purchase a product. Consumers often
associate well-designed packaging with
high-quality products and may be more inclined to purchase a product if it is
packaged in an attractive and functional manner.
 Introduction
Packaging plays a crucial role in the marketing, protection, and transportation of products. It
ensures that goods are preserved, displayed attractively, and reach consumers in optimal
condition. This report provides a comprehensive overview of packaging used for various types
of products, highlighting different materials, designs, and considerations.

Packaging is now generally regarded as an essential component of our modern life style and
the way business is organized. Packaging is the enclosing of a physical object, typically a
product that will be offered for sale. It is the process of preparing items of equipment for
transportation and storage and which embraces preservation, identification, and packaging of
products. Packaging is recognized as an integral part of modern marketing operation, which
embraces all phases of activities involved in the transfer of goods and services from the
manufacturer to the consumer. Packaging is an
important part of the branding process as it plays a role in communicating the image and
identity of
a company. Kotler defines packaging as all the activities of designing and producing the
container for a product. Packaging can be defined as the wrapping material around a
consumer item that serves
to contain, identify, describe, protect, display, promote, and otherwise make the product
marketable and keep it clean. Packaging is the outer wrapping of a product. It is the intended
purpose of the packaging to make a product readily sellable as well as to protect it against
damage and prevent it from deterioration while storing. Furthermore, the packaging is often
the most relevant element of a trademark and conduces to advertising or communication.
Packaging is the container for a product – encompassing the physical appearance of the
container and including the design, colour, shape, labelling, and materials used‖. Most
marketing textbooks consider packaging to be an integral part of the ‗product component of
the 4 P ‘s of marketing: product, price, place, and promotion. Some argue that packaging
serves as a promotional tool rather than merely an extension of the product. Keller considers
packaging to be an attribute that is not related to the product. For him it is one of the five
elements of the brand – together with the name, the logo and/or graphic symbol, the
personality, and the slogans. While the main use for packaging can be protection of the goods
inside, packaging also fulfils a key role in that it provides us with a recognizable logo, so that
we instantly know which product is inside the package. From the consumer perspective,
packaging plays a major role when products are purchased – as both a cue and as a source of
information. Packaging is crucial, given that it is the first thing that the public sees before
making the final decision to buy
 The role of Packaging

The primary function of packaging is to protect the product against potential damage
while transporting, storing, selling, and exploiting a product and to ensure the
convenience during performance of these activities.
Sogn-Grundvag & Ostli have indicated the importance of packaging in the case of grocery,
when consumers buy unbranded products. Seeing that most consumers tend to touch products
before purchasing, they treat product packaging as a tool for protecting consumers from
contamination, for allowing them to touch products without restraint & without any need to
avoid smudging their hands.
They propose to use packaging with a window, in order to allow consumers to evaluate
product by its appearance at the same time reducing consumer uncertainty regarding quality
by branding the product and labelling it, i.e., to communicate to consumer adequate message
about product. It could be stating that in length of time a function of identification and
communication became vital important especially for consumer
Identify Your Brand
One of the primary purposes of good product packaging is to clearly identify the product
within as being from your business and available under one of your brands. There are
numerous ways that packaging helps to solidify your brand identity and communicate it to
potential customers. There are obvious things like your business name and logo, which will
likely be prominently displayed on most packaging. However, there are more subtle aspects
to your packaging that will communicate your brand to your audience.
For example, many businesses are now choosing to spend a bit more time and money in
order to invest in recyclable packaging. For any business that puts the eco-credentials front
and centre of their marketing, having packaging that is not recyclable and leaves a
significant environmental footprint is going to cause serious reputational damage. It also
gives your competitors an open goal to show up your business and highlight your
shortcomings.
Protect Your Product
One of the primary purposes of packaging is to keep products safe and protected. Initially,
this might not seem relevant to your marketing, but it is essential that the packaging that you
choose for your products is as functional as it is stylish. That means that irrespective of any
design decisions you might take, you need to be certain your packaging is going to be able to
properly serve its primary function.
A Marketing Canvas
No matter what size or shape your packaging is, it presents you with a blank canvas that you
can use to entice customers into purchasing your product There is a good reason that brands
print key information about their products on the packaging itself; it is an effective sales tool.
You will notice that most products come in packaging that tells you what the key features of
that product are and why you should buy it. Including even basic product information can
help to secure a customer’s interest and make a sale.
 Elements of a good Package Design

A package designer aims for the following goals:

 Attraction of the Buyer: Package must have enough shelf impact to stand out among a
myriad of packages. The package must draw attention to itself. This can be done through the
effective choice of colour, shape, copy, trademark, logo, and other features.
 Communication to the Buyer: Every packaging element communicates something, so
the image projected by the package must converge with the image being sought for the
product. The package design must show at once the intended use, method of application and
intended results. A container of talcum powder should not look like as if it contains scouring
powder, nor should face cream jars resemble shoe polish containers. All necessary
information must be clearly visible or implied through the design. This communication may
either be direct or subtle. Direct communication describes the product, its benefits and how
to see it. Indirect communication uses colour, shape, design forms and texture to convey
intrinsic attributes like purity, value, fun, elegance, femininity, or masculinity. Here colour is
seen to be the primary aspect involved in subtle consumer communication. This is the reason
cosmetic products are usually in pastel colours, black or gold to communicate classic
elegance. Pharmaceutical products use light colours or a white background to denote
cleanliness, purity, and efficacy. In cigarettes, white packaging suggests low tar while red
packaging suggests a strong flavour. Companies targeting Asian markets must be careful in
choosing packaging colours and logos. Failure to consider cultural factors may be disastrous.
Still another communication role of packaging is providing information to the consumer
through the label or immediate package. Information on contents, instructions on use and
information required by law should assist rather than confuse the customer. Manufacturers
and marketers are guilty of placing instructions that are often hard to read without a
magnifying glass. When the instructions are readable, they are frequently vague and
ambiguous. Thus, instructions should be tested for understanding since lack of instruction
clarity leads to errors that might become a reason for no repeat purchase.
 Creating a Desire for the Package: The package can convince the consumer that the
product could fill the need or satisfy an inner desire. Packages usually add value like the
convenience now being offered by microwaveable packaged foods. A shampoo or lotion
bottle can shape in such a way that its normal position is inverted (less time to remove a
viscous product), or it can be easily hung on the shower handle. Special pump dispensers
have promoted the liquid soap form over the traditional bar soap. Convenience must also
consider the ease of disposability of the package. Advances in packaging technology have
kept pace with the demand for convenient packaging. In addition, rising consumer affluence
appears to show that consumers are willing to pay more for convenience, appearance,
dependability, and prestige of better packages.

 Selling the Product: Package must not only sell the product but also should create desire
for repeat purchases. This can be in the form of reusable features, special giveaways or easy
dispensing devices which promote repeat sales and add value.
 Types of Packaging

Packaging comes in various types; each designed to serve different purposes and
accommodate specific products. Here are some common types of packaging:

 Primary Packaging: This refers to the immediate packaging that directly

contains the product. It is in direct contact with the item and is typically the
packaging the consumer sees and interacts with. Examples include bottles, jars,
cans, boxes, blister packs, and pouches.

 Secondary Packaging: Also known as outer packaging or retail packaging,

secondary packaging is used to group and protect multiple primary packages
during shipping, storage, and display. It often includes labels, graphics, and
additional information about the product. Examples include cardboard boxes,
cartons, shrink wrap, and sleeves.

 Tertiary Packaging: Tertiary packaging is used for transportation and bulk

handling purposes. It ensures the safe shipment of multiple units of products
from the manufacturer to the retailer or distributor. Common examples include
pallets, crates, shipping containers, and stretch wrap.

 Protective Packaging: This type of packaging focuses on safeguarding the

product during transit and handling to prevent damage. It includes materials and
techniques that provide cushioning, shock absorption, and protection against
impacts, moisture, and other external factors. Bubble wrap, foam inserts, air
pillows, and corrugated cardboard are examples of protective packaging.
 Sustainable Packaging: With increasing environmental concerns, sustainable
packaging aims to reduce the environmental impact of packaging materials. It
includes eco-friendly materials, such as biodegradable or compostable packaging,
recyclable materials, and reduced packaging waste.

 Child-Resistant Packaging: This type of packaging is designed to prevent

children from accessing potentially harmful products. It incorporates safety
features like special closures or locks that require dexterity and knowledge to
open, ensuring the protection of children.

 Flexible Packaging: Flexible packaging refers to materials that can be

easily shaped or changed, providing versatility and convenience. It includes
materials like plastic films, aluminium foil, and laminates, often used for
pouches, sachets, bags, and wraps.

 Luxury Packaging: Luxury packaging is associated with high-end or

premium products and aims to create an upscale and visually appealing
presentation. It often includes elegant design, high-quality materials,
embossing, foiling, and other decorative elements.
 Emerging Trends in the Packaging
Industry

There is no denying that the packaging sector influences the other segments of the market.
All these trends will reinforce the same idea and give an insight into various opportunities for
a packaging business to further develop its reach.

Rise in E-Commerce

Online shopping has always been part of the current

generation. However, the pandemic has shifted every
business and its customers’ mindset. E-Commerce is
popular now more than ever. Therefore, this has
increased the need for packaging as well. Businesses are
looking out for cost-effective packing solutions to meet
the demands of their customers.

Digital Printing

Digital printing is an innovative technology by itself.

Many industries use it. Of late, the packaging industry
has embraced digital printing for various purposes like
customer engagement, brand identity, and providing
information on the package. Gone are the days of
blank packaging boxes. Now, every shipping business
tends to use digital printing to distinguish itself from
other brands in the market.

Recyclable and environment-friendly packaging

There is a growing concern to protect the environment

among many people. Since the usage of packing has
significantly grown in recent times, there is a lot of waste
being generated each day. It calls for more sustainable and
eco-friendly packaging material. Many companies are now
doing away with materials that can cause harm to the
ecosystem.
Polypropylene boxes are currently in high demand as they offer enhanced durability while
also being eco-friendly. On the other hand, corrugated boxes are also used to ship items
locally or regionally.

Customized Packaging
Companies are now focusing on capitalizing on the
first touchpoint with their customers. The customer
who walks into a store will only see the package, and
only when it is attractive, would he consider buying it.
This mindset of the customers has led to the emergence
of custom packing.
The package is tailor-made to fit the needs of the
company and made to look different than standard
boxes. As a result, they tend to be more attractive and
have higher functionality than others. For example, if a
company’s product has an unusual shape, the standard
box would be of no good. Therefore, customized
packaging can easily incorporate any innovative elements into its design.
 Chapter-2
Literature Review
 Literature review

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 [17]. 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.
Through "Customer behaviour on the way to the fresh packaging with FMCG
Products", an examination led by Mitul Delia [18], 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 investigation directed by Hussain et al. on "The impact of packaging typeface on
product view and assessment,” it was discovered that customers more attracted to products
that utilized a "characteristic" textual style which was firm with the brands character instead
of one which was attractive however no connection to the brand had by any stretch of the
imagination. The utilization of "Effortlessness" of text style alludes to the size, bend, style,
and strength of text style and how well it converges with the brand, thusly making the
product packaging stick out. Through this examination, the scientist plans to comprehend the
connection among text style and product decision and semantics that at long last lead to a
product buy. Results indicated that product packaging with more characteristic textual style
was seen as having preferred quality over that with unnatural textual style and were assessed
as better than brands that pre-owned text styles that did not exactly measure up for brand
esteems. Deals of products with a sound textual style were essentially higher than those
which utilized unnatural text styles.
As per "The effect of product packaging tone on customers" purchasing behaviour under time
tension" by Raheen et al. the colour plan utilized in product packaging assumes a huge part
and adds to the customers buying behaviour
As per Carl Daniel in an examination on "Influence of food packaging and impression of
food quality " intended to comprehend customer decision towards potato chips that were
packed in polyvinyl sacks and what it meant for their acquisition of the product. In today’s
self-administration economy, the packaging of a product gives advertisers one final chance to
convince planned customers of a product preceding brand determination, at the purpose of
procurement (for this situation, atgrocery stores).

Research Papers Review:

Jusuf Zeqiri, Vjollca Visoka Hasini (2015) is of the view that packaging elements represent
a good means for marketing communications as the consumers value the descriptions given
on the package. The colour as well as other packaging elements helps consumers in
differentiating their favourite brands from other brands. The information in the label helps in
sales promotion and establishing a brand image and identity.
Deliya and Parmar (2012) assert that packaging design is seen as a vehicle for
communication and branding and this has received wide spread attention.
Kuvykaiteet al. (2009) referred to packaging design as a silent salesman that shapes
consumer perception and becomes a determining factor in point of purchase decision. Thus,
packaging is one of the salient ingredients determining unplanned purchasing behaviour of
customers.
In line with that, Kotler (2002) highlights that packaging have an attractive bearing, thus it
influences purchasing, perception about the product. Packaging also gives value to products,
thus enhancing its merchandise (Underwood al., 2001). 3. RESEARCH QUESTION The
research question is to find out
the impact of packaging of FMCG products on consumer buying behaviour.
Chapter-3
The Dependent Factors and Independent
Factors of Package
The Independent Factor and Independent Factors of Package

 Dependent Factor: Consumer Purchasing Behaviour: The purchasing

Behaviour of customer’s solely depend on the attitude and preferences of the
customer. The assessment of the buying behaviour of the customer’s is very
necessary to assess the needs and preferences of the customers.

 Independent Factor:

Innovation: Innovative packaging will bring value to commodity as it suits the

needs of the customer, like Part regulation, reusability, tamper-proofing's, child-
proofing, simple-to-open, simple-to-store, simple-to-carry and non-breakable.

Packaging Colour: Colour perform an important part in the decision-

making phase of a prospective client, such colours set various moods and
therefore can assist to attract attention to each other.

Wrapper Design: End design also plays a vital role in drawing buyers.
Particularly children amongst the ages of 10 as well as 18 have become so prone
to packaging. Companies are finding it hard to build enticing box types.

Packaging Material: Every substance used to secure anything-packing,

swaging.
Consumers may adjust their decisions on the quality of their packaging. Better
quality packaging is designed by the consumer, than lower quality packaging. As
a result, packaging content has a direct effect on consumer actions
 Concepts of Buying Behaviour of Customer’s Customer Behaviour
Influenced with Many Different Action:

Both customers have disparities of view, emotions, judgments, and each other.
Advertisers must pay heed to customer practices, some of which are consumer
behaviours: see this commercial, purchasing decision, judgement including how to
spend (cash, credit). Customer Behaviour Correlates to An Ever-Changing Process:
Consumer behaviour, with range, purchasing and usage of products including
facilities that require the three parts which are ordering, purchasing and post-
purchase operations.
Changing Customer Behaviour with Varying Times: Buying different products from
different entities has different consequences. Buying certain goods requires the 3
phases of the customer Behaviour, whereas purchasing some products (products that
are routinely consumed) is quite straightforward and does not entail several steps.
Customers are seeking to make the shopping process quick with a trustworthy brand.
Various Roles in Customer Behaviour: Consumers may play some of the 3 roles of
beneficial, customer and customer at various times.

They can perform that position when they buy anything for themselves. Often, when
using other thoughts, they can buy things for someone whom they can perform an
independent role within this situation. Exterior Factors Which Influence Customer
Behaviour: Consumer behaviour is affected by multiple external influences, like
society, subculture as well as local social groups. These results may be smaller,
medium, or longer-lasting. Influenced Customer Behaviour

As Per Different People: Since consumers have various preferences and desires,
therefore their behaviour remains unique, and the variation within consumer
behaviour makes it harder to forecast consumer behaviour, the market should be
classified to address this issue.
 Chapter-4
Research Methodology
 RESEARCH METHODOLOGY
Research is an intensive activity that is based on the work of others and generating new
ideas to pursue new questions and answers.
The main purpose of this paper was to identify the role and the impact of the packaging
elements on the consumer buying behaviour. The buyer behaviour of consumers is a
dependent variable that is influenced by the independent variables used in the study.
The paper used both types of data, primary and secondary. The primary data was collected
through a structured questionnaire. Whereas, secondary data was collected from books,
textbooks, online articles, journals, etc. This study collected data from 150 respondents
using a structured questionnaire in order to find out the packaging elements that have an
impact on the buying behaviour of customers. The statistical tools SPSS and Excel were
used for data analysis.
Chapter 5 DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION

DESCRIPTIVE ANALYSIS
To analyse the research outcome the results of descriptive analysis of all
dependent and independent variables are shown as follow:
RECOMMENDATIONS AND SUGGESTIONS
• It is recommended that FMCG firms must prioritize investing in packaging technology as
this will enhance competitiveness of its products.
• Utmost importance must be given to labelling. Basically, the labels placed on products
should describe where it was made, when it was made, what it contains and how to use it,
date of expiry. In addition, it is recommended that clear labels that are easy to understand
must be used.
• The design of the wrapper plays an important part to attract consumers. Companies must
use creative designs to attract customers.
• Packaging material has great influence on consumer’s purchasing decision. Hence, good
quality packaging must be used as far as possible to attract the consumers
Chapter – 8
Conclusion
Conclusion:
The research results of the impact of packaging on consumer’s buying behaviour are as follows:

1. Packaging is the most important tool in the marketing of any product. It helps to communicate
with the audience.

2. Packaging has different elements which influence on the consumer and hence change their buying
behaviour.

3. In order to analyse the importance of each element for consumer’s choice to identify the impact
of packaging and its elements on the purchase decision of the consumer. For this reason, the
elements are classified as: Colour, Material, wrapper designs and new packaging techniques.

4. In this research we have been tested empirically this research model, Packaging elements, which
have a vast influence on the consumer’s preference and choice; from all the FMCG products.

5. It has clear that the packaging elements are the most important factors for consumer purchase
decision.

6. The packaging colour has the positive relation with the consumers as the consumer’s attract
towards the dark and attractive colours and mostly, they buy the products.

7. The packaging material has a negative relation with the consumer’s buying behaviour .so
packaging material has no influence on the consumers choice.

8. Design plays a very important role in packaging as it captures the attention of the consumers by
its unique and different styles. Hence it has a positive relation with the consumer’s buying
behaviour.

9. People want some new creations which attract them and change their perception towards the
brand.

LIMITATION
• Cost: While packaging can do a lot to get customer attention, and may even add value to a
product, it also adds to the cost of production and the eventual retail price.
• Packaging is responsible for significant portions of the waste stream.
• For instance, many types of recycled plastic may not be used in food containers, even if the
original plastic came from food containers
• Products with more packaging also use more resources in production.
• According to Green Living Tips, around 12 million barrels of oil are used to make shopping bags
for U.S. consumers each year.
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