THEORATICAL FRAMEWORKS

PACKAGING
In marke ng literature, packaging is a part of the product and the
brand. A product's package represents its characteris cs and
communicates the product informa on. For consumers, the product
and the package are one and the same when they see it on the
supermarket shelves. During the purchasing decision, the package
assists the consumer by crea ng the overall product percep on
which helps the evalua on and the making of the right choice.
Furthermore, the package is the product un l the actual product is
consumed and the package is recycled (Polyakova, 2013). The
package design adds value to the package and to the product
respec vely. Design elements such as colors, font, text, and graphics
have an important role in package appearance. Pictures on the
package in form of a rac ve situa ons (mountains, beaches, luxury
houses and cars) can assist in triggering lifestyle aspira ons (Rundh,
2009). At the point of purchase, the primary role of the package and
packaging design is to catch the consumers‟ a en on and to stand
out among the compe on in the store or at the supermarket.
The theore cal analysis of package elements and their impact on
consumer‟s purchase decisions empirically reveal the elements
having the ul mate effect on consumer choice. It offers six variables
that must be taken into considera on by producers and designers
when crea ng efficient packages: form, size, colour, graphics,
material and graphics. The research result shows the impact of
package elements on consumer purchase decisions can be stronger.
Packaging includes design and produc on of container or wrapper for
a product. Packaging is the art, science and industry of preparing
goods for transport and sale. A package like of brand is effect on
a tude of customer in rela on to product. Packaging elements
includes visual elements and informa on elements. Visual elements
include graphic, form, colour, size and also informa on elements
including making informa on, produc on, country. Product
Packaging also includes all design and manufacturing ac vi es of a
container or wrapper for a product, which have three major du es:
protec ng the contents of package, providing informa on and
differen a ng the product from other brands via a rac ng consumer
a en on. Packaging as art, science and industry of preparing goods
for transport and sales, and as a tool for product development is a
vital component of product which causes its more flexibility and ease
f use. Just as branding, packaging could affect consumers‟ a tudes
regarding the product.

PACKAGING FUNCTIONS
Stewart (2004) explains three primary func ons of the package:

1. To contain The aim of the package here is to achieve

integrity.
It means that the product stays in the same condi on and does not
change its basic form and use, due to the influence of external
factors. The task of containment is ongoing throughout the product
life cycle, from produc on to the end user and customer. The
package func on „to contain‟ is convenient and beneficial to the
consumer as it increases consumer confidence in the contents of the
package and the product.
2. To protect Protec ng the product is a key func on of
packaging.
The protec on task is performed not only for physical factors such as
transit, but also for environmental influences – moisture, gases, light,
temperature, and other. Here, the package choice depends on the
nature of the goods, distribu on and types of hazards it will
encounter. Some of the benefits this func on can provide for a
product are extended shelf life and freshness.
3. To iden fy the role of iden fica on is to provide the
consumer with informa on about the product.
Product iden fica on has a descrip on of the contents and consists
of product use and legally required informa on. To some extent, this
func on can have a promo on role that s mulates the desire to
purchase a product and can also assist product branding.
PACKAGING FEAUTURES
1. Economical: Packaging should be cost-effec ve and not
increase the cost of the product.
2. Func onal: Packaging should increase the func onal
capacity of the product.
3. Communica ve: Packaging should provide adequate
informa on about the product.

4. A rac ve: Packaging should be visually appealing and

make the product stand out.
5. Eco-Friendly: Packaging should be environmentally friendly
and sustainable.

ADVANTAGE OF PACKAGING
Packaging is an essen al component of the modern-day
supply chain. It offers numerous benefits to society,
including:

1.Product Protec on:

Proper packaging ensures that products are not damaged
during transporta on and storage. This helps to reduce
waste and increase the shelf life of products
2.Increased Sales:
Packaging plays a crucial role in marke ng. It provides
essen al informa on about the product to consumers, such
as product features, ingredients, usage instruc ons,
nutri onal facts, and safety warnings. Clear and concise
informa on helps customers make informed purchasing
decisions and builds trust in the brand
3.Hygiene:
Packaging helps to keep products clean and free from
contamina on. It prevents adultera on and tampering,
ensuring that the product is safe for consump on
4.Convenience:
Packaging makes it easier to transport and store products.
It allows for easy handling, stacking, and storage, which
saves space and reduces transporta on costs
5.Environmental Sustainability:
Many organiza ons are now focusing on sustainable
packaging solu ons to reduce waste and minimize their
environmental impact. This includes using biodegradable
materials, reducing packaging size, and recycling
DISADVANTAGE OF PACKAGING
Packaging is the process of wrapping or enclosing products
in materials such as paper, plas c, metal, or glass to protect
them from damage, facilitate transporta on, and a ract
consumers. Packaging can have many benefits, such as
improving safety, convenience, and branding, but it also has
some disadvantages, such as:

1.Cost:
Packaging can add to the produc on and retail price of
products, especially if it involves high-quality materials,
complex designs, or innova ve features. Packaging can also
increase the marke ng and adver sing expenses of a
product.
2.Environmental impact: Packaging can contribute to
the waste stream and the deple on of natural resources.
According to one source, packaging accounts for about one
third of the municipal waste in the United States Packaging
also requires energy and raw materials to produce, which
can generate air and water pollu on and greenhouse gas
emission.
3.Health hazards: Some forms of plas c packaging can
pose health risks to consumers and workers, such as
leaching of toxic chemicals, releasing of microplas cs, or
causing injuries from sharp edges or broken pieces.

4.Decep on: Packaging can be misleading or decep ve,

either inten onally or uninten onally, by exaggera ng the
quality, quan ty, or benefits of a product, or by hiding its
flaws, defects, or drawbacks. Packaging can also create
unrealis c or false expecta ons in consumers, leading to
dissa sfac on or disappointment.
THEORY ON CONSUMER BUYING BEHAVIOUR
Consumer behavior is the study of purchasing units and
exchange processes included in the purchase, use, and
disposal of goods, services and ideas. The Consumer
behavior is an ac vity in which people engage in actual or
poten al use of the various products of market including
good, services, ideas and the environment of stores. The
study consider consumer behavior as “physical, emo onal
and mental ac vi es which people are engaged with when
choosing, purchasing, and disposing good and services to
sa sfy their needs and desires” it also defines consumer as
a decision unit who a empts to collect and process
informa on consciously or unconsciously at present
situa on and who works for his sa sfac on and
improvement of his lifestyle. It is also a process of
iden fying a core set of connectors within a topic and
showing how they fit together or are related in some way to
the subject. The theore cal framework is a founda on for
the parameters, or boundaries of a study. Once these
themes are established, researchers can seek answers to
the topical ques ons, they have developed on broad
subjects. With a framework, they can resist ge ng off topic
by digging into informa on that has nothing to do with the
topic. O en researchers are curious about broad subjects,
but with a theore cal framework they stay ghtly within
the theme or topic.
THEORATICAL FRAMEWORK BETWEEN
INDEPENDENT VARIABLE AND DEPENDENT
VARIABLE
1. Independent Variable
Packaging Color:
Colors play a vital role in the consumer’s decision making
and they a ract customer’s towards any product. Different
colors have different meaning and can help to draw a en on
according to the consumer’s mood. Packaging Material:
Packaging material have great influence on consumer’s
purchasing decision. High quality packaging a racts the
consumer’s then the low quality packaging.
Design of Wrappers:
The design of the wrapper also plays an important part to
a ract consumers. Companies use crea ve designs to a ract
customers.
Innova ons:
Innova on in packaging may add the extra value according to
the needs and comfort for the consumers such as easy open,
easy carry, protec on, child-proofing, recyclability and non-
breakability.
2. Dependent Variable:
Consumer’s Buying Behavior: The consumer’s buying
behavior is the sum total of the a tudes, preferences and
decisions regarding the purchasing of any product or service.