The Impact Of Packaging Characteristics On Consumer Buying Marketing Essay

Published Date: 23 Mar 2015

The role of packaging has changed over the years since primarily due to the changing lifestyles and needs of the consumers. Consumers in daily life are exposed to a very wide range of products having different packaging ranging from different product categories displayed in markets, supermarkets and any other place of shopping. Products can then be differentiated from the external packaging having different shapes, sizes, colors, labeling, etc. what is actually inside the package can only be judged through a creative and innovative packaging. Packaging is also a tool of marketing communication and plays a vital role in consumer brand preference.

The topic under research will study the impact of packaging elements on consumer buying behavior of Pakistan. For this purpose 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 purchase decision can be revealed by analyzing an importance of its separate characteristics for consumer's choice. This research into packaging has found that different packaging cues impact how a product is perceived. Moreover, there is a positive thinking and a trend about well-designed package shows high product quality. As a matter of fact, people are becoming more and more demanding; packaging has been gradually shown its important role in a way to serving consumers by providing information and delivering functions.

INTRODUCTION

Nowadays consumers have become more and more conscious about the packaging available to them from products. The role of packaging has changed over the years since primarily due to the changing lifestyles and needs of the consumers. Companies have started bring innovations in packaging since their beliefs over the years have changed that good and unique packaging can stimulate consumer buying behaviors. It has become the source of customer's attraction towards products or services, increases the image of the brand and increases the perceptions of the consumer for the product (Rundh 2005). In marketing context packaging plays a very vital role in communicating the product to the consumers and ultimately increases consumer's purchase decisions. According to Underwood, Klein & Burke, (2001); Silayoi & Speece, (2004) a good package communicates unique values about products, and also helps in differentiating the products from other products, hence helping the consumers in choosing the right product from a wide range of similar products, and as a result stimulates consumers buying behaviors (Wells, Farley&Armstrong,2007).

Consumers in daily life are exposed to a very wide range of products having different packaging ranging from different product categories displayed in markets, supermarkets and any other place of shopping. Products can then be differentiated from the external packaging having different shapes, sizes, colors, labeling, etc. what is actually inside the package can only be judged through a creative and innovative packaging.

Package becomes an ultimate selling proposition stimulating impulsive buying behaviour, increasing market share and reducing promotional costs.

Thus package performs an important role in marketing communications and could be treated as one of the most important factors influencing consumer's purchase decision. In this context, seeking to maximize the effectiveness of package in a buying place, the researches of package, its elements and their impact on consumer's buying behaviour became a relevant issue.

OVERVIEW

Literature analysis on question under investigation has shown that there is no agreement on classification of package elements as well as on research methods of package impact on consumer's purchase decision. Some of researchers try to investigate all possible elements of package and their impact on consumer's purchase decision (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 investigate impact of package and its elements on consumer's overall purchase decision (e.g., Underwood et al., 2001), while others - on every stage of consumer's decision making process (e.g., Butkeviciene et al., 2008).

Particularly for fast moving consumer goods, such as food products, the packaging is one of the key product components that can provide a commercial advantage over competing products .Hence, the packaging is of significant commercial importance for the economical sustainability and growth of businesses. There is little value in arguing the need for less packaging while economic growth is predominantly driven by diversification of markets and subsequent product variations. Key challenges for future business growth and developments are: the ability to meet supply chain and market requirements in terms of distribution, efficiency, marketing power, consumer safety and convenience and environmental.

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.

a) WHAT IS PACKAGING?

The definitions of 'packaging' vary and range from being simple and functionally focused to more extensive, holistic interpretations. Packaging can be defined quite simply as an extrinsic element of the product (Olson and Jacoby (1972)) - an attribute that is related to the product but does not form part of the physical product itself. "Packaging is the container for a product - encompassing the physical appearance of the container 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 - Small objects are typically grouped together in one package for transport and handling efficiency. Alternatively, bulk Commodities (such as salt) can be divided into packages that are a more suitable Size for individual households

Information transmission - Information on how to use, transport, recycle, or Dispose of the package or product is often contained on the package or label

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

Marketing - The packaging and labels can be used by marketers to encourage Potential buyers to purchase the product. Packaging may be looked at as several different types. For example a transport package or distribution package can be the shipping container used to ship, store, and handle the product or inner packages. Some identify a consumer package as one which is directed toward a consumer or household. Packaging may be discussed in relation to the type of product being packaged: medical device packaging, bulk chemical packaging, over-the-counter drug packaging, retail food packaging, military material packaging, pharmaceutical packaging, etc.

c) ELEMENTS OF PACKAGING

There are many different schemes for classification of elements of package in scientific literature. According to Smith & Taylor (2004), there are six variables that must be taken into consideration by producer and designers when creating efficient package: form, size, colour, graphics, material and flavour. Similarly, Kotler (2003) distinguishes six elements that according to him must be evaluated when emploing packaging decisions: size, form, material, colour, text and brand.

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

Rettie & Brewer (2000) stressed out the importance of proper positioning of elements of package, dividing the elements into two groups: 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). Analysing consumer's decision making process they distinguish between non-verbal 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), for example, considers packaging as one of the five elements of the brand, together with name, logo, graphic symbol, personality, and the slogans.

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-of-origin 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). It could be maintained that "the package may be the only communication between a product and the final consumer in the store" (Gonzalez et al., 2007, p.63).

Kotler defines packaging as all the activities of designing and producing the container for a product. Well-designed packages can build brand equity and drive sales (Kotler, 2000).

Moreover, he claimed that although the original purpose of packaging was to protect the product 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).

According to Arun Kumar 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 (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 nowadays competitive environment the role of package has changed due to increasing self-service and changing consumers' lifestyle. 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 consumer's perceptions about product. Also package imparts unique value to products (Underwood, Klein &Burke, 2001; Silayoi & Speece, 2004), works as a tool for differentiation, i.e. helps consumers to choose the product from wide range of similar products, stimulates customers buying behavior (Wells, Farley & Armstrong,2007). Thus package performs an important role in marketing communications and could be treated as one of the most important factors influencing consumer's purchase of package, its elements and their impact on consumer's buying behavior became a relevant issue.

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).

Kotler (2003) distinguishes six elements that according to him must be evaluated when employing packaging decisions: size, form, material, colour, text and brand.

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 package's overall features can underline the uniqueness and originality of the product. Quality judgments are largely influenced by product characteristics reflected by packaging, and these play a role in the formation of brand preferences. If the package communicates high quality, consumers frequently assume that the product is of high quality. If the package symbolizes low quality, consumers transfer this "low quality" perception to the product itself (Underwood et al., 2001; 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. The effect of color is the most obvious and well studied (Imran, 1999). Consumer perceptions of an acceptable color are associated with perceptions of other quality attributes, such as flavor and nutrition, and also with satisfaction levels.

PROBLEM IDENTIFICATION &THEOREOTICAL FRAMEWORK

PROBLEM IDENTIFICATION

The abundance of scientific literature on this issue do not provide unanimous answer concerning impact of package elements on consumer's buying behavior: diversity of the results in this area depends not only on research models constructed and methods employed, but on the context of the research too. All above mentioned confirms the necessity to investigate this issue in more detail. In the light of these problematic aspects, research problem could be formulated as following question: "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 topic under research will study the impact of packaging elements on consumer buying behavior of Pakistan. For this purpose seven packaging elements have been selected; packaging color, background image, font style, packaging material, design, innovation and printed information. According to Cruden (1989), over the years the, introduction of new packaging concepts have accelerated. This study will be of value in a number of ways. The topic of research is highly under researched and least research has been done regarding the impact of packaging elements on consumer buying behavior of Pakistan. This study will not only help the marketers in bringing innovations and creativeness into the packaging of products but will also provide the policy makers in implementing effective decisions in bringing changes and creative strategies in packaging. This study will contribute immensely through Quantitative 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

Color plays an important role in a potential customer's decision making process, certain colors set different moods and can help to draw attention. One good example of successful use of color psychology is in the Apple iPod advertisements; they use simple tri tone color schemes of black, white and a bright background color. The bright background color is to give the advertisement a fun feel and the contrasting white on black is to focus attention.

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Packaging Material

Any material used especially to protect something- packing, wadding. Consumer can change its decision regarding Packaging material. High quality Packaging attract consumer then low quality Packaging. The first packages used the natural materials available at the time: Baskets of reeds, wineskins (Bota bags), wooden boxes, pottery vases, ceramic amphorae, wooden barrels, woven bags, etc. Processed materials were used to form packages as they were developed: for example, early glass and bronze vessels. The study of old packages is an important aspect of archaeology. Iron and tin plated steel were used to make cans in the early 19th century. Paperboard cartons and corrugated fiberboard boxes were first introduced in the late 19th century. Packaging advancements in the early 20th century included Bakelite closures on bottles, transparent cellophane over wraps and panels on cartons, increased processing efficiency and improved food safety. As additional materials such as aluminum and several types of plastic were developed, they were incorporated into packages to improve performance and functionality. So packaging material have strong have with buying behavior.

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Font Style

The font style of Packaging grabs customer attraction. The up gradation of IT technology have support this feature. The successful companies have best practices of the font styles. They hire specialist in composing which create mind blowing and attractive font styles. The attractive package has innovative font style. So we can say that there is relation between font style and buying behavior

Design of wrapper

The overall design also plays a vital role in attracting the consumer. Mostly the children of 10-18 years are so sensitive to the design of wrapper. The companies try their best to create attractive design of packaging

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Printed Information

Container or wrapper of the product is serves a number of purposes like protection and description of the contents, theft deterrence, and product promotion.

The labels on packages are important components of the overall marketing mix and can support advertising claims, establish brand identity, enhance name recognition, and optimize shelf space allocations. The consumer can change his decision on the basis of information printed on the packaging. Mostly in Merchandises and daily FMCG the consumer can perform evaluation on the basis of printed information.

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Innovation

Innovative packaging may actually add value to the product if it meets a consumer need such as portion control, recyclability, tamper-proofing, child-proofing, easy-open, easy-store, easy-carry, and non breakability. Manufacturers today strive to have packaging that maintains the key equities of the brand, has stand out appeal on the retailer's shelf, and is sustainable but with lower production costs. The customer can adopt product on the basis of its innovative packaging, which shows the relation between buying behavior and innovation of packaging

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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,

³p

³p

³p =

³p = 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, œwe 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,

³p

³p

³p =

³p = 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, œwe 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,

³p

³p

³p =

³p = 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, œwe 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,

³p

³p

³p =

³p = 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, œwe 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,

³p

³p

³p =

³p = 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, œwe 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,

³p

³p

³p =

³p = 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, œwe 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 following conclusions:

Package could be treated as one of the most valuable tool in marketing communications, necessitating more detail analysis of its elements and an impact of those elements on consumers buying behavior.

Appropriate 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, we think that a good combination of those elements may let the product more eye-catching and attractive.

The impact of package and its characteristics on consumer's purchase decision can be revealed by analyzing an importance of its separate characteristics for consumer's choice. 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.

Empirically testing the research model proposed, package elements having the ultimate effect on consumer choice in a case of different products from group of convenience goods were determined:

Results of analyzing the impact of package elements on consumers purchase decisions depending on level of involvement correspond with those of theoretical studies and let us stating that visual elements of package have relatively stronger influence on consumer's purchasing when they are in the level of "low involvement", in opposite to those who are in the level of "high involvement".

Packaging has a better reach than advertising does and can set a brand apart from its competitors. It promotes and reinforces the purchase decision not only at point of purchase but also every time the product is used packaging in sizes can extend into new target markets or help to reduce cost barriers. Also packaging can drive the brand choice

Research into packaging has found that different packaging cues impact how a product is perceived. Often the packaging is perceived to be a part of the product and it can be difficult for consumers to separate the two (the concept of Gestalt). Aspects such as packaging color, typography, illustrations and graphics can influence how a product is perceived.

Through my research I've concluded that the most consumers like the product quality after they purchase their desired packaged products. Based on those facts, we cannot say that there is 100% relationship between packaging of a product/brand and is quality but there is a positive thinking and a trend about well-designed package shows high product quality. As a matter of fact, people are becoming more and more demanding; packaging has been gradually shown its 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' attention and their perception on the product quality.

RECOMMENDATIONS

Brand is important for product differentiation. Product packaging is valuable for brand equity, product differentiation, market segmentation, new product introduction, pricing, promotion etc. brand name using plan implementation must be effective in units.

All the marketing units pay attention for good and quality packaging. They accept that packaging is one of the causes of product failure in the market. It is necessary to set the packaging standard and to implement accordingly for better production and promotion of a product.

FMCG manufactures mostly use the label in their products. Basically they describe that made it, where it was made, when it was made, what it contains, how to use it etc. Furthermore they believe that consumers are properly guided by label to use the products. The information given in the label and its value has to be highlighted while promoting the product in the market. It must also be more useful technically.

I do believe that culture difference does have an impact on companies' initiatives to design the product package, for instance, during our research; the choices of packaging colors are quite different between the West and Far East. Thus, we think that it is important for international companies to take a consideration of culture differences when they design the product package.

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