Presentation

On
Effect Of Packaging Material And Design On Consumer Buying Behavior With R
eference To Dairy Product In Allahabad District

SUBMITTED TO SUBMITTED BY
DR. AMEESH J. STEPHEN AMRITA KUMARI
(ADVISOR) (17MBAAB094)
 INTRODUCTION
•A consumer is a person who purchases goods and services for personal use. “Consumer prefer
ences” is a marketing term meaning a consumer likes one thing over another. For instance a tre
nd may indicate consumers prefer using bottle type of packaging over packet type of packaging
for milk.

•Packaging performs a central role as a medium in the marketing mix, in specifying the charact
er of a products, in promotional campaigns, as a pricing pattern, and as a tool to create self-imp
act. Packaging is usually considered as the most utmost form of advertising at the very crucial
point of entire in the journey of purchasing: the point of purchase. “It reflects the level of creati
vity, innovations, modernism, cutting-edge, qualities the brand might possess.

•Dairy industry has crucial importance to India. The country is the world’s largest milk produc
er, accounting for more than 13% of the world’s total milk production. Dairy products are a ma
jor source of cheap and nutritious food to millions of people in India and only acceptable sourc
e of animal protein for large vegetarian segment of Indian population, particularly among the la
ndless, small and marginal farmers.
 OBJECTIVE OF THE RESEARCH

•To determine how the packaging of the dairy product influence the consume
r preferences.

•To assess how the Design of the packaging of dairy product attracts consum
er.

•To measure the relative importance of packaging labeling for the consumer.
 KEY TERMS DEFINED

Consumer Buying Behavior

Process by which individuals search for, select, purchase, use, and dispose of go
ods and services, in satisfaction of their needs and wants

Packaging
Packaging can be defined quite simply as an extrinsic element of the product. Pa
ckaging is the container for a product
Stages of the Consumer Buying Process
 PACKAGING

What is packaging?

•Packaging refers to the process of designing the

package such as containers, wrappers etc. It plays
a very significant role in the marketing success or
failure of many products especially for non durabl
e consumer products.

•Packaging can be defined quite simply as an extr

insic element of the product. Packaging is the con
tainer for a product
Objective Of Packaging
 RESEARCH METHODOLOGY

Methods of data collection:

1.Primary Data: Data which is collected through self-structured questionnaires.

1.Secondary Data: Data which is collected from past newsletters, journals or from the background
of the research topic.

Study location:

Allahabad district

Number of respondent:

100
Sampling technique:

The Simple random sampling technique is used.

Type of the study:

This study is of Descriptive type which focuses on the criteria used by the consumer for purchasing of dairy produc
ts in perspective of packaging material, size and design.

Type of data:

The Data used in this study is quantitative in nature. The questionnaires were rated on 5 point likert scale with 1 for
definitely not and 5 for definitely yes.

Bar chart:

Bar charts are a type of graph that is used to show and evaluate the number, frequency or other measures for variou
s discrete categories of data.
 DATA INTERPRETAION

Category Sub-category Size

Gender Male 60
Female 40
Age (year) 15-25 70
25-35 12
35-45 18
45-55 -

Size of Family 1-2 32

3-4 26
5-6 32
 RESULTS AND DISCUSSON
The above data analysis results in:

•Packaging is necessary element for the Dairy products as the texture of Dairy products is very smooth. Packag
ing makes easy to carry Dairy products.

•Packaging helps consumer to identify the required product in any situation like color, shape, design etc.

•Most of the people are attracted by the color of the packaging. Right tone of colors that delivers clearly the me
ssage of your product then it will influence consumer buying behavior and consumer will purchase that product
. Furthermore color influences consumer everyday of purchasing; it can strike consumers economically and psy
chologically. Color acts as human mind, bodies, and emotions.

•Trend in the chart reflects the idea that mostly consumer want a product that have attractive shape, and which
are easy to use and carry. It also implies that using attractive packaging shape can capture customer attention. S
o attractive packaging shape can make a brand unique. Shape increases the value of physical appearance of a br
and and intensifies its aesthetic components.
• Packaging sometimes misguide buyer or sometimes it confuses the consumers. As the color the of the two pro
duct is same and the shape so it sometimes lead to wrong products.

• Data shows that package size, that is one of the utmost accessible and easy-to-process product cues to which c
ustomer are exposed, cam have significant impact on consumer buying pattern. Size of packaging affects in va
rious ways like adequate packaging, need of the customer, price factors and availability of the product in the ar
ea,

• Labeling delivers the information of the dairy products properly can hold powerful influence on consumer. Inf
ormation regarding date of manufacture, expiry date, ingredients, methods of use, price etc. are very helpful in
using or choosing new brand and accessing new brand. It helps to avoid unwanted things.

• Strong should have well packed product with good quality of packaging material and design. Data shows that
by seeing a good packaging and quality packaging consumer take the product as good and strong brand, for ex
ample Amul is a strong brand and its packaging is well packed according to the brand image.
• The trend in graph shows that most of consumer choose that product which packaging can be use
d as container later, in the survey all the female have answer “ yes definitely” as female have tend
ency to utilize anything effectively. Packaging which can be used as container is easy to carry and
use.

• As the questionnaires are distributed mostly among student, most of the consumers take ‘Labelin
g’ as the most aesthetic element of the packaging followed by quality of packaging material. Labe
ling provide information about product, brand and its quality so it helps consumer to choose the b
est brand.
 CONCLUSION
•Packaging is the essential and significant factor which largely persuades the consumer buying behavior. It can be c
onsidered as one of the most valued tool in today’s marketing communication acquiring additional detail analysis of
its elements and an influence of such elements on consumer buying behavior. The main elements of packaging are: c
olor size shape material used, and labeling.

•With the perspective of dairy products, most of the consumer get affected by varieties of color, size, shape, material
used etc. consumer prefer the dairy products which have strong packaging and easy to carry; and the pictures printed
on the packaging attracts the consumer. Consumers who all are conscious for their health, they give more importanc
e to the labeling which help them to chose the products according to their health.

• Women consumers are influence by the package which can be later used as container, as they have tendency of eff
ective utilization of resources.