Packaging And Its Functionality Has Changed

Published Date: 02 Nov 2017

Packaging and its functionality has changed dramatically over time period due to the changing consumers’ lifestyles and way of living. In day-today life, consumers see so many products and brands which have different kind of packaging and it has an influence on consumers which evoke different kind of responses while purchasing certain products. Products and brands can be made unique and different from other similar products by varying packaging characteristics like different shapes, sizes, colors, etc. A unique and innovative packaging can divulge what product is actually inside the packaging that the consumer ought to buy. Packaging is also a tool of marketing communication and plays a vital role in consumer brand preference.

The research topic will examine the influence of packaging characteristics on consumer buying behavior. For this reason seven packaging elements have been selected; packaging color, background image, font style, packaging material, design, innovation and printed information. The type of research is descriptive and quantitative approach has been used by designing questionnaires. The sample size is 200.

The impact of package and its characteristics on consumer’s buying decision can be revealed by investigating the importance of individual packaging characteristics. The study has found that different packaging characteristics indicate how certain product would be perceived by consumers. Moreover, there is a positive thinking and a growing trend seen in the relationship between packaging characteristics and product quality. In fact, now-a-days, as people have become more aware about the upcoming technology their demands have changed and now they want the best thing that could satisfy their needs. In this regard packaging has served a significant role in a way to serving consumers by providing information and delivering functions.

INTRODUCTION

In today’s fast changing world, consumers have become aware about new technology and different products packaged in different packaging. The functionality of packaging has dramatically changed over time mainly owing to changing way of living and needs and wants of consumers. FMCG companies are now bringing improvements and advancements in packaging since the marketers have changed their viewpoint that creative and innovative packaging can inspire consumers to purchase products which they wouldn’t have bought in ordinary packaging. Packaging also serves as the basis for grabbing consumers’ attention towards products or brands, enhances the brand image and stimulate consumers’ perceptions about the product.

From marketers’ point of view packaging of a product and its characteristics serves a major role on how the product is communicated to the consumers which eventually improve the chance of consumer buying decision. A well-designed packaging communicates distinctive values about the products. Also due to different packaging characteristics marketers differentiate their products from the competing products in the market. Thus, it helps the consumers to choose the right product from a variety of products available in the market and enhance consumers’ purchase decision.

Packaging also serves as a tool to increase products’ sale inspiring consumers to make spontaneous purchase decisions. Moreover, packaging characteristics raise the market share of certain products and decrease the costs occurring as promotional activities. Thus, packaging of a product plays a significant role in marketing of a product and could be treated as one of the key reasons in persuading consumers to make their buying decisions. In this framework, looking for exploiting the efficacy of packaging characteristics, the previous research on influence of packaging and its characteristics and their impact on consumers’ purchase decision became a pertinent topic to study.

OVERVIEW

According to literature review classification of packaged elements have not discussed as well as there is no research regarding methods to check how package affects consumer’s buying decisions. Some researchers have worked in this area and explored all elements of package and analyzed its impact on consumers buying behavior. (Silayoi & Speece, 2004; Silayoi & Speece, 2007; Butkeviciene, Stravinskiene & Rutelione, 2008), while others concentrates on separate elements of package and their impact on consumer buying behaviour (e.g., Vila & Ampuero, 2007; Madden, Hewett & Roth, 2000; Underwood et al., 2001; Bloch, 1995). Moreover some researchers explored influence of package and its elements on consumer’s overall buying decision (e.g., Underwood et al., 2001), while others – on every stage of consumer’s decision making process (e.g., Butkeviciene et al., 2008).

In case of food products which are fast moving goods, packaging is one of elements which provides completive edge over other products of the same type. Therefore packaging is an important component for proving economic stability and it is in best interest of doing business.

less packaging can’t be worked in this era of diversification of markets and variety products.

The main challenges to succeed in market and for constant growth and development are good distribution channels, marketing power, consumer convenience and safety.

Packaging attracts the consumer’s concentration to buy particular brand and increase brand image and influence towards consumers (Rundh, 2005). Packaging characteristics creates uniqueness in brand (Silayoi & Speece, 2004). Packaging characteristics gives the ability to differentiate between the similar products and induces the clients for purchase (Wells, Farley, & Armstrong, 2007).

Packaging is also a tool of marketing communication and plays a vital role in consumer brand preference. The prime role of packaging is to give security to the brand against any possible damage may it be during transporting, storing or even warehousing (Gonzalez, Thorhsbury, & Twede, 2007). Packaging characteristics is also a protection of keeping the brands secure by not being smudged by the consumers or either the cusumers being contaminated if in-contact with the packaging (Grundvag & Ostli, 2009).

Packaging characteristics also shows the quality judgments which largely influence the consumer in brand preference. Consumer frequently assumes that if packaging characteristics are viable it shows that brand is of high quality and helps in decision making of consumer.

WHAT IS PACKAGING?

Packaging is not very simple and it is a functional part of product now. According to very simple definition of packaging it is an extraneous element of the product (Olson and Jacoby (1972))

It is the characteristic of the product that is related to it but it is not the physical part of the product. Packaging contains the product.

– include comprehensively the physical appearance of the body that contains the product and including the design, color, shape, labeling and materials used" (Arens,1996).

b) FUNCTIONS OF PACKAGING

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Packaging and package labeling have several functions:

Physical Protection – Protection of the objects enclosed in the package from shock, vibration, compression, temperature, etc.

Barrier Protection - A barrier from oxygen, water vapor, dust, etc.

Containment or Agglomeration – grouped packaging of small products in order to carry them from one place to another for their safe and easy handling. In other case the products which are available in aggregate ( such as sugar) are divided and packed separately for individual households.

Packaging is also one way of transmitting the information - Information regarding the use of product its transportation and how to recycle or dispose of the product. It is always written on the label of product package

Convenience - features which add comfort and ease in distribution, handling, display, Sale, opening, reclosing, use, and re-use.

Marketing – marketers can use packaging as a source of selling their product because it gives its product a competitive advantage. Packaging can be of several different types. For example one type is of transport package or distribution package such as shipping container used to ship, store, and handle the product or inner packages. There is also another type of packaging which is known as consumer packaging which is for consumers. Another type is according to the kind of product in question such as: medical device packaging, bulk chemical packaging, over-the-counter drug packaging, retail food packaging, military material packaging, pharmaceutical packaging, etc.

c) ELEMENTS OF PACKAGING

According to scientific literature elements of packaging can be classified in different ways. According to Smith & Taylor (2004), the six most important aspects of packaging that must be considered by designers in doing packaging which are as follows: inform, size, colour, graphics, material and flavor. Similarly, Kotler (2003) differentiates few characteristics which must be taken care of when going for packaging decisions: size, form, material, colour, text and brand.

Vila & Ampuero (2007) similar to Underwood (2003) described two blocks of elements of packaging: graphic elements (colour, typography, shapes used, and images) and structural elements (form, size of the containers, and materials.

Rettie & Brewer (2000) emphasized the correct positioning of elements of packaging. There are two groups according to him: verbal (for example, brand slogans) and visual (visual apeal, picture, etc.) elements. In the similar way package elements were classified by Butkeviciene, Stravinskiene & Rutelione (2008). On the basis of consumer’s decision making process there are non verbal decision making elements of package (colour, form, size, imageries, graphics, materials and smell) and verbal elements of package (product name, brand, producer/ country, information, special offers, instruction of usage). Their classification includes brand as a verbal component, whereas Keller (2003), considers packaging as just one part of brand.

Silayoi & Speece (2004; 2007) divide package into two categories of elements: visual elements (graphics, colour, shape, and size) and informational elements (information provided and technology). According to Silayoi & Speece (2004) visual elements are related with affective aspect of consumer‘s decision making process, while informational elements are related with cognitive one.

Summarising, two main blocks of package’s elements could be identified: visual and verbal elements. Relying on literature analysed graphic, colour, size, form, and material are considered as visual elements, while product information, producer, country where it originates and brand are considered as verbal ones.

Packaging characteristics also shows the quality judgments which largely influence the consumer in brand preference. Consumer frequently assumes that if packaging characteristics are viable it shows that brand is of high quality and helps in decision making of consumer.

LITERATURE REVIEW

Numerous studies have investigated this question whether packaging elements has an impact on consumer buying behavior.

Consumer intensions for buying and acquiring anything depend upon the extent of his desires to fulfill his needs. Consumers expect that the product they are purchasing will satisfy their needs and fulfill their expectations (Kupiec and Revell, 2001).

Sometimes the consumers do not know what they actually want to satisfy their need, in such situation the consumers are confronted with variety of products and the decision to purchase depends upon what is being exposed and communicated to the consumers at the point-of purchase. Kupiec asserts that the packaging of a product is a significant aspect in consumer decision making process as it is the first encounter of the product which communicates the consumers whether they should buy the product (or not). Gonzalez states that, "the package may be the only communication between a product and the final consumer in the store" (Gonzalez et al., 2007, p.63).

According to Kotler, packaging can be defined as the overall designing and creating a wrapper for protecting and keeping a product. Well-designed packages can build brand equity and drive sales (Kotler, 2000).

Moreover, he claimed that although the original purpose of packaging of a product was to keep it safe from external factors but now it is being considered as a powerful tool to grab the attention of consumers, depict the features of that product and make a sale (Kotler et.al 1998).

Arun kumar defines packaging 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" (Arun et.al 2007). He emphasized that packaging of a product could be considered as one of the most significant tool in communicating the essence of marketing a product, requiring more focus on the elements of packaging and analyzing the impact of those characteristics on consumer buying behavior.

Rita Kuvykaite (2009) has done descriptive research on the relationship of packaging elements and consumer purchase decision. Rita observed that in today’s fast changing world where competition is increasing every day, the function of packaging is changing due to modernized concept of self service and varying lifestyles of consumers. Firms’ interest in package as a tool of sales promotion is growing increasingly. Package becomes an ultimate selling proposition stimulating impulsive buying behaviour, increasing market share and reducing promotional costs (Rita et.al 2009).

According to Rundh (2007) package attracts consumer’s attention to particular brand, enhances its image, and influences different perceptions of consumers about the product. Moreover, Underwood claims that packaging of a product works as a tool for imparting unique and distinguishing added values to the products i.e. it assist the consumers to select the desired product from a wide range of products, inspiring consumers’ purchase intention(Underwood, Klein &Burke, 2001; Silayoi & Speece, 2004).

According to Charles, packaging have always served a practical function i.e. they hold contents together and protect goods as the move through the distribution channel to consumers. Today, however, packaging is also a container for promoting the product and making it easier and safer to use (Charles et.al).

Pinyay Silayoi and Mark Speece have done a conjoint study among consumers for analysing the importance of packaging and the role of packaging as a vehicle for communication and building up brands. They suggest that the package standing out on the shelf affects the consumer decision process, and package design must insure that consumer response is favorable. The problem is made more complex by several conflicting trends in consumer decision-making (P. Silayoi, M. Speece, 2004).

Holbrook and Moore contend that a consumer gets easily attracted by more complex and novel external characteristic packaging and visual graphic designs. Moreover, this leads consumers to a positive buying emotion and leads them to buy this attractive product (Holbrook and Moore, 1982).

Ampeuro and Vila have done extensive research on consumer perception of product packaging. According to them, once consumers have perceived the product in their own way, they develop an attitude which will eventually affect consumers’ decision to procure that product ( Ampuero O, & Vila, N. 2006)

Wells & Armstrong conclude from their research that packaging characteristics gives the ability to differentiate between the similar products and induces the clients for purchase (Wells, Farley, & Armstrong, 2007).

According to Kotler, packaging is mainly dependant on six variables and these should be assessed while choosing options for packaging. These variables are packaging size, color, form, packaging material, brand and packaging text.

Mitul Deliya in his research highlights consumer attitude towards packaging of FMCG products. He affirmed that packaging has a huge role to play in the positioning of products. Package design shapes Consumers’ perceptions.

Wansink (1996) showed that larger package sizes do accelerate usage volume when attention is drawn to unit prices. Folkes and Matta (2004) find that unusually shaped containers that attract attention are perceived to contain more product than containers that do not attract attention.

Silavoi and Speece investigated the question that the packaging features can emphasize the product’s differentiation and creativity. Moreover, packaging characteristics reflects how consumers perceive quality of a product influenced by the packaging characteristics. Also, packaging and its characteristics could serve as the basis for consumers to prefer one brand over the other. If the packaging of a product depicts high quality, the consumers would believe that the product’s quality is high and vice versa (Silayoi and Speece, 2004).

According to Tanuka Ghoshal, convenience and innovation and such characteristics in package design influence consumer attitude towards buying products. Manufacturers of food and other consumer packaged products spend large sums of money developing "easy-to-open" packages that are more convenient for quick meals or for easy dispensing, and visually appealing packages which appear to communicate more than mere information about the product inside

Apart from the realm of consumer packaged goods, in which the packaging is visible at the time of purchase (and hence may play a role in the purchase decision process), we also see significant and creative innovations in packaging for situations in which the packaging is not visible before or at the time of purchase.

PROBLEM IDENTIFICATION &THEOREOTICAL FRAMEWORK

PROBLEM IDENTIFICATION

The large quantity of previous research on this topic does not give answer to the pertaining influence of packaging characteristics on consumer buying decisions. The above discussion validate that it is necessary to explore this topic in more detail. In the context of this challenging facet the research problem could be devised as:

"What is the impact of packaging characteristics on consumer purchase decision?"

PROBLEM SATEMENT

The purpose of this research study is to investigate the impact of packaging characteristics on consumer buying behavior. Thus the problem statement for this research study is given as under:

"To find out the impact of packaging characteristics on consumer buying behavior"

RESEARCH OBJECTIVES

The research was conducted to achieve the following research objectives:

To investigate the role of packaging in Consumer Buying Behavior

To determine the impact of packaging characteristics on consumer buying behavior

To identify the most important characteristic of packaging that help to built brand equity

To find out consumer perceptions about packaging

SIGNIFICANCE OF STUDY

The research issue will examine the influence of packaging characteristics in consumer purchase decision. For this reason, seven packaging elements have been selected; packaging color, background image, font style, packaging material, design, innovation and printed information. The preamble of new creative and innovative packaging ideas has increased. The study is valuable in many ways. The issue is highly researchable minimum research done in Pakistan on the impact of consumer buying behavior. The research will facilitate the marketers in imparting improvements and creativity in the packaging. Also, it will help the manufacturers to execute excellent decisions in producing changes and creativity I packaging characteristics. This study will add enormously through this research.

THEORITICAL FRAMEWORK

Theoretical frame-work focuses on the relationship between the dependent and independent variables. The distinction between dependent and independent variables is as important in a comparative study as in a regression analysis. Dependent variable in case of a comparative study is the one which we aim to predict and independent variables here are the ones who are used to predict the dependent variable.

INDEPENDENT VARIABLE

Packaging color

Background Image

Packaging Material

Font Style

Design of wrapper

Printed Information

Innovation

DEPENDANT VARIABLE

Consumer Buying Behavior

THEOREOTICAL FRAMEWORK

Independent variable

Packaging color

Background image

Packaging materialDependant variable

Dependant variable

Consumer Buying Behavior

Font style

Design of wrapper

Printed Information

Innovation

Packaging color:

The colors used in packaging play an important role in consumer buying behavior. Different colors set different perceptions and attract consumers toward certain products. An excellent example is the color scheme used in apple advertisements of iPod. Marketers used tri color psychology of Gestalt psychology of figure and ground i.e. black and whit background with bright colors in background.

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Packaging Material

Consumers may alter their decisions regarding the materials used in packaging. If the material used in packaging is of high quality it will attract consumers then those which include low quality materials. Now the materials used for packaging is more effective and efficient. It is more transparent, having appropriate material used. Such materials increase the food stability. Moreover, preserved packaging material increases the chance that consumers might buy that product. It improves the performance of packaging and enhances the functionality. Hence, there is a strong relationship between packaging material and consumer buying behavior.

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Font Style

Packaging font style also attracts consumers to have a look on the products displayed in the store. The upcoming features with the help of technology have enhanced this characteristic. The companies which excel in bringing the best and unique packaging highlight the font style to grab attention. The attractive font style adds value to the packaging of the consumers. Thus it could be maintained that there is a link between font style in packaging and consumer buying behavior.

Design of wrapper

The whole packaging or the container in which the product is carried plays a significant role in catching consumers’ attention. More often the children are attracted to the design of the container. Marketers put their efforts to come up with the stylish and attention grabbing packaging.

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Printed Information

The printed information given on the packaging of a product guide the consumers how to use it and dispose it. The information and labeling given on the packaging is an important part of the whole packaging. It promotes the claims made in advertising of that product, create brand identity and increase brand name. The consumers may alter their decision on the basis of printed information. In FMCG goods consumers evaluate according to the information given on the packaging of a product.

Innovation

Innovations in packaging basically put in value to the product in meeting consumers’ growing demands and needs like ability of the package to be recycled, easy-to-open, easy-to-carry, easy-to-store and the ability not to be broken easily. Manufacturers bring such innovations in packaging that increase the brand equity; make the product stand out from the shelf in the sore. Moreover innovative packaging can influence the consumers to purchase the product that shows the positive relationship between innovative packaging and consumer buying behavior.

RESEARCH APPROACH AND METHODOLOGY

RESEARCH METHODOLOGY

TYPE OF RESEARCH

The type of research conducted is ‘descriptive research’ after taking into account the research problem, aim of paper and the requirements for information needed. Type of investigation is correlated because the variables already exist.

RESEARCH DESIGN

Quantitative research approach is implied in this study. For this purpose a self administered questionnaire was designed. Customer survey was conducted by sending questionnaires to randomly selected customers for collection of data for statistical analysis. The questionnaire covered the basic content to facilitate achieving goal of the study at its best.

RESEARCH INSTRUMENT

Questionnaires were used as an instrument for data collection and the data is collected in two ways:

Personal survey in university and shopping malls and meet male and female respondents and by meeting to household women.

By emailing the questionnaire to the respondents, they filled the questionnaire and then emailed back.

The instrument is in the form of closed ended questionnaire. Answers were recorded in the Likert five point scales. Packaging Characteristics is measured as:

Highly Important

Important

Neither Important nor Unimportant

Unimportant

Highly Unimportant

DATA COLLECTION METHODS

PRIMARY DATA

The main tools used in this research for collecting primary data include questionnaires which were filled general public.

SECONDARY DATA

The main tools used for collecting secondary data for this research include published articles, journals and other sources available on the Internet.

SAMPLE DESIGN

SAMPLING UNIT

For the purpose of data collection the site selected for this study includes general consumers from which the data has been gathered. The general public include both males and females; students and working people with different classes. The age distribution which is used for this research was in five ages slabs:

20 years or less

21 years to 25 years

26 years to 30 years

31 years to 40 years

SAMPLING METHOD

The sampling technique used in this study was ‘convenience sampling’ method.

SAMPLE SIZE

The sample size taken in this research is n=200 i.e. total numbers of respondents was 200; both males and females with different classes.

SAMPLING PROCEDURE

The method of sampling was random sampling.

ANALYSIS PROCEDURE

After setting the sample size, site, the tool for data collection, various analyses were done using statistical data analysis package SPSS 14.0.

BUDGET & TIME SCHEDULE

RESEARCH STAGES

TIME

COST

Research proposal approval

1 week

__

Secondary data approval

3 days

__

Questionnaire development

1 week

__

Questionnaire pretesting & approval

2 weeks

Rs.500

Questionnaire printing

1 day

Rs. 700

Questionnaire filling

2 weeks

__

Data processing and analysis

4 days

__

Final report compilation

5 days

Rs.700

Final report printing & binding

3 days

Rs. 1200

LIMITATIONS

A few limitations narrowed the scope of this research:

Sample size was large so it took me time to get the questionnaires filled.

The respondent’s personal bias may be another factor, which is uncontrollable

Many respondents did not actively participate in the research.

Respondents did not read the questions carefully.

Experimental method of research could not be used due to budgetary and time constraints.

DATA ANALYSIS AND HYPOTHESIS TESTING

Q1) Packaging influences me to buy a particular product or brand?

PURPOSE:

The purpose of this question is to find how many people filling out this questionnaire are influenced by packaging of a product or brand

Response Format: It is a Grid type question

No. of respondents to answer this question: 200

No. of responses generated: 200

QUESTION1

NO OF RESPONDENTS

PERCENTAGE

Does packaging influence you to buy a particular product or brand?

STRONGLY DISAGREE

14

7.0

DISAGREE

26

13.0

NEUTRAL

19

9.5

AGREE

117

58.5

STRONGLY AGREE

24

12.0

TOTAL

200

100.0

CONCLUSIONS:

12% of the respondents strongly agree to this point

58.5% of the respondents agree to this point

9.5% of the respondents are neutral

13% of the respondents disagree.

7% of the respondents strongly disagree

HYPOTHESIS TEST OF QUESTION 1

Ho: π ≥70% (70% or more respondents are influenced by packaging of a product or brand)

H1: π<70% (Less than 70% respondents are influenced by packaging of a product or brand)

DATA:

n = 200

x = 70.5

ρ = x/n = 70.5/200 = 0.3525

Confidence interval=95%

Level of significance  = 5% or 0.05

Tabulated Results:

Z tabulated = Z = Z 0.05 = -1.64 (-Z in Left tailed test)

Test Statistics: Critical Region:

CR =

Where,

p

p

p =

p = 3.24

And,

Putting the above values in the formula:

CR =

CR = Z calculated =

= 0.54

Zcal = 0.54

Conclusion:

As CR = 0.54> -1.64

That means Z calculated > Ztabulated, we accept the claim that 70% or more of the respondents are influenced by packaging of a product or brand

That means Z calculated > Tabulated,

Therefore, Ho is accepted

And H1 is rejected.

Actual Result:

After calculating, we are of the opinion that 70.5% of the respondents are influenced by packaging of a product or brand

Q2) I evaluate packaging of a product/brand before buying it

PURPOSE:

The purpose of this question is to find how many people filling out this questionnaire evaluate packaging of a product/brand before buying it.

Response Format: It is a Grid type question

No. of respondents to answer this question: 200

No. of responses generated: 200

QUESTION2

NO OF RESPONDENTS

PERCENTAGE

I evaluate Packaging of a product/brand before buying it

STRONGLY DISAGREE

11

5.5

DISAGREE

41

20.5

NEUTRAL

22

11.0

AGREE

102

51.0

STRONGLY AGREE

24

12.0

TOTAL

200

100.0

CONCLUSIONS:

12% of the respondents strongly agree to this point

51% of the respondents agree to this point

11% of the respondents are neutral

20% of the respondents disagree.

5.5% of the respondents strongly disagree

Q3) Products offered by leading brands are always better in packaging

PURPOSE:

The purpose of this question is to find how many people filling out this questionnaire believe that products offered by leading brands are always better in packaging

Response Format: It is a Grid type question

No. of respondents to answer this question: 200

No. of responses generated: 200

QUESTION3

NO OF RESPONDENTS

PERCENTAGE

Products offered by leading brands are always better in packaging

STRONGLY DISAGREE

16

8.0

DISAGREE

33

16.5

NEUTRAL

9

4.5

AGREE

79

39.5

STRONGLY AGREE

63

31.5

TOTAL

200

100.0

CONCLUSIONS:

31.5% of the respondents strongly agree to this point

39.5% of the respondents agree to this point

4.5% of the respondents are neutral

16.5% of the respondents disagree.

8% of the respondents strongly disagree

HYPOTHESIS TEST OF QUESTION 3

Ho: π ≥65% (65% or more respondents agreed that products offered by leading brands are always better in packaging)

H1: π<65% (Less than 65% respondents agreed that products offered by leading brands are always better in packaging)

DATA:

n = 200

x = 71

ρ = x/n = 71/200 = 0.355

Confidence interval=95%

Level of significance  = 5% or 0.05

Tabulated Results:

Z tabulated = Z = Z 0.05 = -1.64 (-Z in Left tailed test)

Test Statistics: Critical Region:

CR =

Where,

p

p

p =

p = 3.37

And,

Putting the above values in the formula:

CR =

CR = Z calculated =

= 1.78

Zcal = 1.78

Conclusion:

As CR = 1.78> -1.64

That means Z calculated > Ztabulated, we accept the claim that 65% or more of the respondents agreed that products offered by leading brands are always better in packaging.

That means Z calculated > Tabulated,

Therefore, Ho is accepted

And H1 is rejected.

Actual Result:

After calculating, we are of the opinion that 71% of the respondents agreed that products offered by leading brands are always better in packaging.

Q4) Products/brands in attractive packaging reflects my lifestyle

PURPOSE:

The purpose of this question is to find how many people filling out this questionnaire say that products/brands in attractive packaging reflects my lifestyle

Response Format: It is a Grid type question

No. of respondents to answer this question: 200

No. of responses generated: 200

QUESTION4

NO OF RESPONDENTS

PERCENTAGE

Products/brands in attractive packaging reflects my lifestyle

STRONGLY DISAGREE

45

22.5

DISAGREE

69

34.5

NEUTRAL

34

17.0

AGREE

44

22.0

STRONGLY AGREE

8

4.0

TOTAL

200

100.0

CONCLUSIONS:

4% of the respondents strongly agree to this point

22% of the respondents agree to this point

17% of the respondents are neutral

34.5% of the respondents disagree.

22.5% of the respondents strongly disagree

Q5) Colors in packaging fascinate me

PURPOSE:

The purpose of this question is to find how many people filling out this questionnaire are fascinated by colors in packaging

Response Format: It is a Grid type question

No. of respondents to answer this question: 200

No. of responses generated: 200

QUESTION5

NO OF RESPONDENTS

PERCENTAGE

Colors in packaging fascinate me

STRONGLY DISAGREE

12

6.0

DISAGREE

22

11.0

NEUTRAL

9

4.5

AGREE

96

48.0

STRONGLY AGREE

61

30.5

TOTAL

200

100.0

CONCLUSIONS:

30.5% of the respondents strongly agree to this point

48% of the respondents agree to this point

4.5% of the respondents are neutral

11% of the respondents disagree.

6% of the respondents strongly disagree

Q6) Colors in packaging matters while I am making a purchase decision

PURPOSE:

The purpose of this question is to find how many people filling out this questionnaire consider that colors in packaging matters while making purchase decision

Response Format: It is a Grid type question

No. of respondents to answer this question: 200

No. of responses generated: 200

QUESTION6

NO OF RESPONDENTS

PERCENTAGE

Colors in packaging matters while I am making a purchase decision

STRONGLY DISAGREE

34

17.0

DISAGREE

65

32.5

NEUTRAL

18

9.0

AGREE

53

26.5

STRONGLY AGREE

30

15.0

TOTAL

200

100.0

CONCLUSIONS:

15% of the respondents strongly agree to this point

26.5% of the respondents agree to this point

9% of the respondents are neutral

32.5% of the respondents disagree.

17% of the respondents strongly disagree

Q7) I prefer packaging with attractive background

PURPOSE:

The purpose of this question is to find how many people filling out this questionnaire prefer packaging of a product with attractive backgrounds

Response Format: It is a Grid type question

No. of respondents to answer this question: 200

No. of responses generated: 200

QUESTION7

NO OF RESPONDENTS

PERCENTAGE

I prefer packaging with attractive backgrounds

STRONGLY DISAGREE

31

15.5

DISAGREE

45

22.5

NEUTRAL

26

13.0

AGREE

70

35.0

STRONGLY AGREE

28

14.0

TOTAL

200

100.0

CONCLUSIONS:

14% of the respondents strongly agree to this point

35% of the respondents agree to this point

13% of the respondents are neutral

22.5% of the respondents disagree.

15.5% of the respondents strongly disagree

Q8) the effective design of a product’s packaging attracts me to buy it

PURPOSE:

The purpose of this question is to find how many people filling out this questionnaire are attracted by effective design of a product’s packaging to buy it

Response Format: It is a Grid type question

No. of respondents to answer this question: 200

No. of responses generated: 200

QUESTION8

NO OF RESPONDENTS

PERCENTAGE

The effective design of a product’s packaging attracts me to buy it

STRONGLY DISAGREE

17

8.5

DISAGREE

51

25.5

NEUTRAL

10

5.0

AGREE

91

45.5

STRONGLY AGREE

31

15.5

TOTAL

200

100.0

CONCLUSIONS:

15.5% of the respondents strongly agree to this point

14.5% of the respondents agree to this point

5.0% of the respondents are neutral

25.5% of the respondents disagree.

8.5% of the respondents strongly disagree

Q9) the packaging of a product/brand reflects its quality

PURPOSE:

The purpose of this question is to find how many people filling out this questionnaire is of the opinion that packaging of a product/brand reflects its quality

Response Format: It is a Grid type question

No. of respondents to answer this question: 200

No. of responses generated: 200

QUESTION9

NO OF RESPONDENTS

PERCENTAGE

The packaging of a product/brand reflects its quality

STRONGLY DISAGREE

13

6.5

DISAGREE

37

18.5

NEUTRAL

30

15.0

AGREE

75

37.5

STRONGLY AGREE

45

22.5

TOTAL

200

100.0

CONCLUSIONS:

22.5% of the respondents strongly agree to this point

37.5% of the respondents agree to this point

15% of the respondents are neutral

18.5% of the respondents disagree.

6.5% of the respondents strongly disagree

HYPOTHESIS TEST OF QUESTION 9

Ho: π ≥50% (50% or more respondents agreed that packaging of a product/brand reflects its quality)

H1: π<50% (Less than 50% respondents agreed that packaging of a product/brand reflects its quality)

DATA:

n = 200

x = 60

ρ = x/n = 60/200 = 0.3

Confidence interval=95%

Level of significance  = 5% or 0.05

Tabulated Results:

Z tabulated = Z = Z 0.05 = -1.64 (-Z in Left tailed test)

Test Statistics: Critical Region:

CR =

Where,

p

p

p =

p = 3.53

And,

Putting the above values in the formula:

CR =

CR = Z calculated =

= 2.83

Zcal = 2.83

Conclusion:

As CR = 2.83> -1.64

That means Z calculated > Ztabulated, we accept the claim that 50% or more of the respondents agreed that packaging of a product/brand reflects its quality.

That means Z calculated > Tabulated,

Therefore, Ho is accepted

And H1 is rejected.

Actual Result:

After calculating, we are of the opinion that 60% of the respondents agreed that products offered by leading brands are always better in packaging.

Q10) I prefer products packaged in preserved material i.e. long lasting and protective

PURPOSE:

The purpose of this question is to find how many people filling out this questionnaire are fascinated by colors in packaging

Response Format: It is a Grid type question

No. of respondents to answer this question: 200

No. of responses generated: 200

QUESTION10

NO OF RESPONDENTS

PERCENTAGE

I prefer products packed in preserved material i.e. long lasting and protective

STRONGLY DISAGREE

14

7.0

DISAGREE

42

16.0

NEUTRAL

11

5.5

AGREE

78

39.0

STRONGLY AGREE

65

32.5

TOTAL

200

100.0

CONCLUSIONS:

32.5% of the respondents strongly agree to this point

39% of the respondents agree to this point

5.5% of the respondents are neutral

16% of the respondents disagree.

7% of the respondents strongly disagree

HYPOTHESIS TEST OF QUESTION 10

Ho: π ≥65% (65% or more respondents agreed that they prefer products packaged in preserved material i.e. long lasting and protective)

H1: π<65% (Less than 65% respondents agreed that prefer products packaged in preserved material i.e. long lasting and protective)

DATA:

n = 200

x = 71.5

ρ = x/n = 60/200 = 0.3575

Confidence interval=95%

Level of significance  = 5% or 0.05

Tabulated Results:

Z tabulated = Z = Z 0.05 = -1.64 (-Z in Left tailed test)

Test Statistics: Critical Region:

CR =

Where,

p

p

p =

p = 3.37

And,

Putting the above values in the formula:

CR =

CR = Z calculated =

= 1.92

Zcal = 1.92

Conclusion:

As CR = 1.92> -1.64

That means Z calculated > Ztabulated, we accept the claim that 65% or more of the respondents prefer products packaged in preserved material i.e. long lasting and protective

That means Z calculated > Tabulated,

Therefore, Ho is accepted

And H1 is rejected.

Actual Result:

After calculating, we are of the opinion that 71.5% of the respondents products packaged in preserved material i.e. long lasting and protective

Q11) I do read information printed on the packaging o a product or brand

PURPOSE:

The purpose of this question is to find how many people filling out this questionnaire do read information printed on the packaging of a product/brand

Response Format: It is a Grid type question

No. of respondents to answer this question: 200

No. of responses generated: 200

QUESTION11

NO OF RESPONDENTS

PERCENTAGE

I do read information on the packaging of the product/brand

STRONGLY DISAGREE

17

8.5

DISAGREE

49

24.5

NEUTRAL

15

7.5

AGREE

88

44.0

STRONGLY AGREE

31

15.5

TOTAL

200

100.0

CONCLUSIONS:

15.5% of the respondents strongly agree to this point

44% of the respondents agree to this point

7.5% of the respondents are neutral

24.5% of the respondents disagree.

8.5% of the respondents strongly disagree

Q12) I evaluate product/brand according to the information printed on its packaging

PURPOSE:

The purpose of this question is to find how many people filling out this questionnaire evaluate product/brand according to the information given on its packaging

Response Format: It is a Grid type question

No. of respondents to answer this question: 200

No. of responses generated: 200

QUESTION12

NO OF RESPONDENTS

PERCENTAGE

I evaluate product/brand according to the information given on its packaging

STRONGLY DISAGREE

16

8.0

DISAGREE

53

26.5

NEUTRAL

18

9.0

AGREE

101

50.5

STRONGLY AGREE

12

6.0

TOTAL

200

100.0

CONCLUSIONS:

6.0% of the respondents strongly agree to this point

50.5% of the respondents agree to this point

9.0% of the respondents are neutral

26.5% of the respondents disagree.

8.0% of the respondents strongly disagree

HYPOTHESIS TEST OF QUESTION 12

Ho: π ≥50% (50% or more respondents agreed that they evaluate product/brand according to the information printed on its packaging)

H1: π<50% (Less than 50% respondents agreed that evaluate product/brand according to the information printed on its packaging)

DATA:

n = 200

x = 56.5

ρ = x/n = 60/200 = 0.28

Confidence interval=95%

Level of significance  = 5% or 0.05

Tabulated Results:

Z tabulated = Z = Z 0.05 = -1.64 (-Z in Left tailed test)

Test Statistics: Critical Region:

CR =

Where,

p

p

p =

p = 3.53

And,

Putting the above values in the formula:

CR =

CR = Z calculated =

= 1.35

Zcal = 1.35

Conclusion:

As CR = 1.35> -1.64

That means Z calculated > Ztabulated, we accept the claim that 50% or more of the respondents evaluate product/brand according to the information printed on its packaging)

That means Z calculated > Tabulated,

Therefore, Ho is accepted

And H1 is rejected.

Actual Result:

After calculating, we are of the opinion that 56.5% of the respondents products packaged in preserved material i.e. long lasting and protective

Q13) Innovation i.e. new style is important in packaging

PURPOSE:

The purpose of this question is to find how many people filling out this questionnaire is of the opinion that innovation i.e. new styles is important in packaging

Response Format: It is a Grid type question

No. of respondents to answer this question: 200

No. of responses generated: 200

QUESTION13

NO OF RESPONDENTS

PERCENTAGE

Innovation i.e. new styles is important in packaging

STRONGLY DISAGREE

23

11.5

DISAGREE

51

25.5

NEUTRAL

22

11.0

AGREE

85

42.5

STRONGLY AGREE

19

9.5

TOTAL

200

100.0

CONCLUSIONS:

9.5% of the respondents strongly agree to this point

42.5% of the respondents agree to this point

11% of the respondents are neutral

25.5% of the respondents disagree.

11.5% of the respondents strongly disagree

Q14) Innovative packaging can change my decision while purchasing

PURPOSE:

The purpose of this question is to find how many people filling out this questionnaire agreed that innovative packaging can change my decision while purchasing

Response Format: It is a Grid type question

No. of respondents to answer this question: 200

No. of responses generated: 200

QUESTION14

NO OF RESPONDENTS

PERCENTAGE

Innovative packaging can change my decision while purchasing

STRONGLY DISAGREE

20

10.0

DISAGREE

60

30.0

NEUTRAL

19

9.5

AGREE

77

38.5

STRONGLY AGREE

24

12

TOTAL

200

100.0

CONCLUSIONS:

12% of the respondents strongly agree to this point

38.5% of the respondents agree to this point

9.5% of the respondents are neutral

30% of the respondents disagree.

10% of the respondents strongly disagree

HYPOTHESIS TEST OF QUESTION 14

Ho: π ≥45% (45% or more respondents agreed that innovative packaging can change my decision while purchasing)

H1: π<45% (Less than 45% respondents agreed that Innovative packaging can change my decision while purchasing)

DATA:

n = 200

x = 50.5

ρ = x/n = 50.5/200 = 0.25

Confidence interval=95%

Level of significance  = 5% or 0.05

Tabulated Results:

Z tabulated = Z = Z 0.05 = -1.64 (-Z in Left tailed test)

Test Statistics: Critical Region:

CR =

Where,

p

p

p =

p = 3.51

And,

Putting the above values in the formula:

CR =

CR = Z calculated =

= 1.25

Zcal = 1.25

Conclusion:

As CR = 1.25> -1.64

That means Z calculated > Ztabulated, we accept the claim that 45% or more of the respondents agreed that innovative packaging can change my decision while purchasing)

That means Z calculated > Tabulated,

Therefore, Ho is accepted

And H1 is rejected.

Actual Result:

After calculating, we are of the opinion that 50.5% of the respondents agreed that innovative packaging can change their decision while purchasing a product/brand

Q15) Products/brands with convenient packaging play a vital role in purchase decision

PURPOSE:

The purpose of this question is to find how many people filling out this questionnaire agreed that products/brands with convenient packaging play a vital role in purchase decision

Response Format: It is a Grid type question

No. of respondents to answer this question: 200

No. of responses generated: 200

QUESTION15

NO OF RESPONDENTS

PERCENTAGE

Products/brands with convenient packaging play a vital role in purchase decision

STRONGLY DISAGREE

16

8.0

DISAGREE

43

21.5

NEUTRAL

13

6.5

AGREE

72

36

STRONGLY AGREE

56

28

TOTAL

200

100.0

CONCLUSIONS:

28% of the respondents strongly agree to this point

36% of the respondents agree to this point

6.5% of the respondents are neutral

21.5% of the respondents disagree.

8.0% of the respondents strongly disagree

Consumer demographics

Q16) what is your age?

PURPOSE:

The purpose of this question is to find out the ratio of different age groups filling out this questionnaire.

Response Format: It is a multiple choice question

No. of respondents to answer this question: 200

No. of responses generated: 200

QUESTION 16

NO OF RESPONDENTS

PERCENTAGE

AGE

16-20

14

7.0

21-25

109

54.5

26-30

53

26.5

31-35

17

8.5

36-40

7

3.5

TOTAL

200

100.0

CONCLUSIONS:

7% of respondents are of the age between 16-20

54.5% of respondents are of the age between 21-25

26.5% of respondents are of the age between 26-30

8.5% of respondents are of the age between 31-35

3.5% of respondents are of the age between 36-40

Q17) what is your gender?

PURPOSE:

The purpose of this question is to find out the ratio of male and female filling out this questionnaire

Response Format: It is a multiple choice question

No. of respondents to answer this question: 200

No. of responses generated: 200

QUESTION17

NO OF RESPONDENTS

PERCENTAGE

GENDER

MALE

84

42.0

FEMALE

115

57.5

TOTAL

200

100.0

CONCLUSIONS:

7.5% of respondents are male

92.5% of respondents are female

Q18) what is your profession?

PURPOSE:

The purpose of this question is to find out the ratio of single and married people filling out this questionnaire

Response Format: It is a multiple choice question

No. of respondents to answer this question: 200

No. of responses generated: 200

QUESTION18

NO OF RESPONDENTS

PERCENTAGE

PROFESSION

Student

100

50.0

Teacher

23

11.5

House wife

27

13.5

Marketing manger

17

8.5

Business men

15

7.5

Sales manger

15

7.5

doctor

3

1.5

Total

200

100.0

CONCLUSIONS:

50.5% of respondents are students

11.5% of respondents are teachers

13.5% of respondents are house wives

8.5% of respondents are marketing manager

7.5% of respondents are business men

7.5% of respondents are sales manger

1.5% of respondents are doctors

Q19) what is your residential area?

PURPOSE:

The purpose of this question is to find out the ratio of different groups of respondents living in different areas

Response Format: It is a multiple choice question

No. of respondents to answer this question: 200

No. of responses generated: 200

QUESTION19

NO OF RESPONDENTS

PERCENTAGE

RESIDENTIAL AREA

D.H.A

99

49.5

P.E.C.H.S

25

12.5

CLIFTON

43

21.5

GULSHAN-E-IQBAL

13

6.5

NAZIMABAD

9

4.5

Others

11

5.5

TOTAL

200

100.0

CONCLUSIONS:

49.5% of respondents live in D.H.A

12.5% of respondents live in P.E.C.H.S

21.5% of respondents live in Clifton

6.5% of respondents live in Gulshan-e-iqbal

4.5% of respondents live in Nazimabad

5.5% of respondents live in other areas

CONCLUSION & RECOMMENDATIONS

CONCLUSION

Results of research on impact of packaging characteristics on consumer buying behavior stipulated the conclusions given below:

Packaging and its characteristics could be regarded as one of the most important valuable tool in marketing, especially in the context of communicating the value of the product to consumers. Thus it is necessary to conduct a detailed study of packaging characteristics and their influence on consumer buying behavior.

Suitable and vivid picture or packaging color delivers a feeling of association or an easy handle/open/dispose package shape is convenient. All these elements and characteristics combined to catch consumers’ attention and interest. Besides each element’s single function, a high quality amalgamation of those characteristics makes the product more attractive to consumers.

The impact of package and its characteristics on consumer’s buying decision can be seen by examining the significance of its individual components which have influence on consumers’ choice for different products. For this purpose, seven characteristics has been identified in this research i.e. packaging color, background image, font style, packaging material, printed information, innovation, design of wrapper and packaging material.

Testing the anticipated research model in this study, it is concluded that packaging characteristics have a definite impact on consumer intentions to make a purchase decision.

Analysis on the influence of packaging shows that the influence of packaging characteristics on consumer buying behavior depends on the fact how much consumer is involved in the purchase decision.

Packaging has more close contact to consumers than advertising in the sense that it can differentiates a brand form competing brands. It also promotes encourage the consumers to evaluate the products at the point of purchase. Moreover, packaging characteristics compel consumers to choose among different brands.

This research has depicted that different packaging characteristics have an influence on how consumers perceive a certain product. A lot of times, packaging is considered as a part of the product and consumers cannot separate the two things. Characteristics like packaging color and font styles and packaging background graphics have an impact on how consumers perceive a product.

With the help of this research I’ve concluded that the most consumers are satisfied from the product quality after buying the desired product. On this basis it could not be maintained that a 100% relationship exists between packaging of a product/brand and is quality but we can say that there is a positive thinking and a growing trend seen in the relationship between packaging characteristics and product quality. In fact, now-a-days, as people have become more aware about the upcoming technology their demands have changed and now they want the best thing that could satisfy their needs. In this regard packaging has served a significant role in a way to serving consumers by providing information and delivering functions.

Thus it is concluded that packaging characteristics play an important role in a way to serving consumers by providing information and delivering functions. With its different functionality and communication to consumers, there is no doubt about increasingly role of packaging and its characteristics as a strategic tool to attract consumers’ towards certain products and change the way they perceive certain products.

RECOMMENDATIONS

Brand is important for product differentiation. Product packaging is valuable for brand equity, product differentiation, market segmentation, new product introduction, pricing, promotion etc. also the brand image could be made more effective thorough effective packaging design.

The marketers must pay attention to create superior quality packaging. As packaging is one of the most important reasons to make the product a successful product or a disappointment. Thus it is vital for the marketers to increase the standard of packaging characteristics and to execute it for improved production and promotion of a product.

FMCG manufactures mostly use the label in their products. Basically they describe that made it, the place where the product was made, the temperature conditions, the manufacturing date, what it contains, how to use it etc. Furthermore they believe that printed information on the packaging of a product guide the consumers how to use the product. The information given on the packaging of a product should be enhanced while endorsing the product. Moreover, technical advancements should be made in the packaging characteristics.

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