THE EFFECT OF PACKAGING

ELEMENTS ON CONSUMER
BEHAVIOR IN FMCG
 Introduction
In this modern era of societal marketing Packaging has become a primary
tool for practically every known form of consumer product. It
phenomenally increases the significance and worth of the product.
(Underwood, Klein & Burke 2001)
The sector in which this study is conducted is Fast Moving Consumer
Goods-FMCG. The importance of packaging design as a vehicle for
communication and branding is growing in competitive markets for
packaged FMCG products. It has strong potential to engage the majority of
the target market, this makes it an extremely powerful and unique tool in
the modern marketing environment
Packaging has such a powerful impact in attracting target audience in
FMCGs that some researchers in the modern marketing environment
believe that packaging is more persuasive and affluential tool in influencing
customers than advertising(Kent & Omar 2003).
 Research Gap

There is a little literature available in the

combination of variables chosen in this paper
Very little research has been done on this
model in developing countries like Pakistan.
 Purpose of the Study

The main purpose of this quantitative study is to

examine that how strongly packaging elements
influences consumer behavior and which elements
among design ,color, and label are most important.
 Objectives of the study
The study has the following objectives:
To study the impact of packaging elements on
consumer behavior.
To study the impact of package color on
consumer behavior.
To study the impact of package design on
consumer behavior.
To study the impact of package label on
consumer behavior.
Theoretical Framework

Package
Color

Package Consumer
behavior
design

Package
label
 Research Question/Hypotheses

Research Questions:
What is the impact of packaging elements on consumer behavior?
Research Hypotheses:
Hypothesis 1:
H1 = There is a relation between the package design and consumer behavior.
H0 = There is no relation between the package design and consumer behavior.
Hypothesis 2:
H1 = There is a relation between the package label and consumer behavior.
H0 = There is no relation between the package label and consumer behavior.
Hypothesis 3:
H1 = There is a relation between the package color and consumer behavior.
H0 = There is no relation between the package color and consumer behavior.
 Significance of the study

Theoretical contribution
This paper will contribute theoretically by adding research with a unique
combination of variables.
The Study is conducted in Pakistan which has not been used in the previous studies.
.
.

Contribution to policy makers

This research study will facilities the markers of FMCG in making the policies
By this study the policy maker can take assistance in designing the package
effectively

Practical contribution
The study will serve as a source of benefits for the governing bodies by
understanding the importance of package in the FMCG sector.
This paper provides brands with an opportunity to increase sales by creating more
visually attractive packaging that will attract the consumers
 Objectives of the study

The study has the following objectives:

To study the impact of packaging elements on
consumer behavior.
To study the impact of package color on consumer
behavior.
To study the impact of package design on consumer
behavior.
To study the impact of package label on consumer
behavior.
 Literature Review
Packaging
(Kent & Omar 2003, Mitul Deliya &
Bhavesh Parmer, 2012)
Package design and Consumer behavior
(Underwood, Klein & Burke 2001,
Enneking and et al 2007, Ostrom 2005).
Package color and Consumer Behavior
( Singh 2006, Kotler 2005, Bloch et al 2003,
Lambert, Jill.2007)
Package label and Consumer Behavior
Silayoi & Speece, 2004,Young and Ciummo,
2009, Rundh, 2005).
Packaging involves a coordinated process of design,
evaluation, production and packing of end products
for safe delivery and sale of goods.
Packaging elements include package design,
labeling, background image, typography and color.
Package design phenomenally increases the
significance and worth of the products in consumers
head as a result it enhances the perceived quality of
the product and influences the purchase decision.
Retain old as well as attract new customers.
Different colors have different properties they can
send waves of trust, comfort, excitement, fun, love
Arousal dimensions of color can induce positive or
negative vibes about the product which can change
consumer mind and purchase decision.
Customer consider them as product features.
Information is considered very useful for comparing
quality standard, worth and value of the product.
Graphical packaging and shape attract costumer
initially.
 Cont..
Consumer behavior A study that involves various physical, mental
(Samadi 2003, Hoyer, 2001) Kong and emotional activities associated with the
Sompong 2006, Bakhtai and Golchin Far selection, acquisition, utilization and trashing of
goods and services to satisfy needs and wants
2006)
of costumer
The way people buy, what they buy, when they
buy and why they buy.
Psychological, sociological, socio
psychological and economical aspects.
 Research Methodology
Content Selected methodology of current study
Research Approach Scientific and Quantitative Approach (Other Name Is Positivism)

Sampling Technique Probability Sampling Technique (Simple Random Sampling)

Sample Size/Site and Customers of FMCGs, from the pool of related population data
Sector has been collected from 250 people from the city of Lahore only.

Data Reliability Cronbachs Alpha

Technique
Data Collection Survey Instrument (Self Administered Questionnaire)
Technique

Data Analysis Technique Descriptive Statistics, Inferential Statistics (Regression Analysis ,

Correlation Analysis)
 Analysis
Respondent Frequency % Valid Cumulative
Demographics

Gender
Male 212 84.8 84.8 84.8

Female 38 15.2 15.2 100.0

Total 250 100.0 100.0
Age 229 91.6 91.6 91.6
less than 25 years
25-35 years 19 7.6 7.6 99.2
36-45 years 1 .4 .4 99.6
45 years plus 1 .4 .4 100.0
Total
250 100.0 100.0
 Which chips you prefer to buy?

Respondent Frequency % Valid Cumulative

Demographics
Lays 133 53.2 53.2 53.2
Kurlees 39 15.6 15.6 68.8
Pringles 49 19.6 19.6 88.4
Kurkure 23 9.2 9.2 97.6
Catty chins 2 .8 .8 98.4
Other 4 1.6 1.6 100.0
Total
250 100.0 100.0
 Frequencies
Statistics

Consumer
Label Total Design Total Color Total behavior .Total
N Valid
250 250 250 250
Missing
0 0 0 0
Mean
3.3880 3.4520 3.3616 3.4732
Minimum
1.20 1.20 1.20 1.20
Maximum
5.00 5.00 4.80 5.00
Percentiles 25
2.8000 2.8000 3.0000 2.9500
50
3.4000 3.4000 3.4000 3.6000
75
4.0000 4.0000 3.8000 4.0000
 Reliability of measurement

Constructs Valid N Number of Items Cronbachs

Alpha

Package label 250 5

.899

Package design 250 5

.883

Package color 250 5

.824

Consumer 250 5
.822
behavior
 Regression Model Summary

Model R R Square Adjusted Std.Error

Square of the
Estimate
1
.809a .655 .651 .43006
 Cont ANOVAb

Sum of Mean
Model Squares df Square F Sig.
Regression 86.368 3 28.789 155.661 .000a

Residual
45.497 246 .185

Total 131.865 249

 Correlation
L. Total D. Total C. Total Cb. Total
L.Total Pearson Correlation 1 .703** .595** .704**
Sig. (2-tailed)
.000 .000 .000

N 250 250 250 250

D.Total Pearson Correlation .703** 1 .575** .733**
Sig. (2-tailed)
.000 .000 .000

N 250 250 250 250

C.Total Pearson Correlation .595** .575** 1 .660**
Sig. (2-tailed)
.000 .000 .000

N 250 250 250 250

Cb.Total Pearson Correlation .704** .733** .660** 1
Sig. (2-tailed)
.000 .000 .000

N 250 250 250 250

 RESEARCH LIMITATIONS

The study only targeted population of Lahore while ignoring

the other cities so, the findings cannot be generalized to other
cities.
The sample of 250 respondents is selected for this study that
may be not enough
Resources: Lack of resources to continue the study.
Financial resources: Lacked enough finance to continue the
work.
Time constraints: Wasnt provided with enough time to keep
on working with the article.
 Discussion & Conclusion
The purpose of this study is to check the relation between elements of
packaging and the consumer behavior with the help of primary data
collection. To measure the loyalty and the feedback of the customers,
questionnaires are used. The results verified that there is a strong relation
between packaging elements such as Label, Design and color with
consumer behavior and among them label has the greatest impact on both
purchasing intentions and perceptions of brand personality. This study will
help the marketing managers to focus on such important elements while
planning for the packaging of products .It can be used as a supporting
material for future research and will help the organizations while designing
the package for products. This study will provide frame to Marketing Team
of organizations to grab attention on the necessary elements.
 References
A, G. (2010). Accelerating structured consumer-driven package design. Journal of consumer
marketing. , 157-168.
A., G. D. (2002). Brand associations: Looking through the eye of the beholder. Qualitative
market reaserach: An international journal. , 5 (2), 96-111.
A., H. (2000). A multi-method investigation of consumer motivations in impulse buying
behavior. Journal of Consumer Marketing , 17 (5), 403-426.
Bhamra Dr., L. D. (2003). Sustainable Use: Changing Consumer Behaviour Through Product
Design.
Carneri D.S, M. P. (2005). Labelling effcets on consmuer intention to purchase for soybean
oil. Food quality and preferences , 16 (3), 272-282.
Chang, F. C. (2008). Airline brand equity, brand preference, and purchase intentionsThe
moderating effects of switching costs. 14 (1), 40-42.
Constantinides. (2004). Influencing the online consumer's behavior: the Web experience. 14 .
Environmental color, consumer feelings, and purchase likelihood. (n.d.).
F., K. W. (1977). Effects of four psychological primary colors. Perceptual n motor skills. , 41,
207-210.
H., A. k. (2011). The role of perceived quality. International Journal of ebusiness and
egovernment studies , 3 (2), 69-78.
H., H. (2003). Understanding online purchase intentions: contributions from technology and
trust perspectives. European Journal of Information Systems , 21-48