Description
Research on Fast Manufacturer Consumer Goods how consumers deal with different packaging characteristics.
PAF-KIET KARACHI INSTITUTE OF ECONOMICS & TECHNOLOGY
Method of Business Research
Topic:
Relationship between packaging characteristic and consumers brand preference in FMCG products at Metro (star gate) & Imtiaz (shahra-e-faisal) departmental stores
Submitted By: M.Atib Khan (5185) Submitted To: Sir Qazi Salman
1
Acknowledgement:
On the completion of this research paper first of all I am thankful to Almighty Allah who gives me knowledge and courage to complete this research paper successfully. I would also very thank full to my instructor Sir Qazi Salman who provide me tools and techniques which required completing this research paper successfully. And in the last but not the least I am also thank full to all my all those university friends who help me in this project where I need and those participants who filled my questionnaire and becoming part of my research paper.
2
Table of Contents
Acknowledgement ....................................................................................................................................... 2 Abstract ......................................................................................................................................................... 4 Introduction .................................................................................................................................................. 4 Research Question ........................................................................................................................................ 5 Research objective ........................................................................................................................................ 6 Scope ............................................................................................................................................................. 6 Limitation………………………………………………………………………………………………………………………………………………..6 Literature Review…………………………………………………………………………………………………………………………………7-8 Research Methodology………………………………………………………………………………………………………………………..…9 Research design………….……………………………………………………………………………………………………………………………9 Data collection technique…………………………………………………………………………………………………………………..……9 Design the questionnaire…………………………………………………………………………………………………………………………9 Sampling technique…………………………………………………………………………………………………………………………………9 Results & Interpretations…………………………………………………………………………………………………………….….10-21 Finding of the study……………………………………………………………………………………………………………………………...22 Recommendation………………………………………………………………………………………………………………………………….22 Conclusion…………………………………………………………………………………………………………………………………………….23 References…………………………………………………………………………………………………………………………………………….23
3
Abstract:
The topic which I choose for my research paper is “Relationship between packaging characteristic and consumer brand preference in FMCG products”. The purpose of this report is to research and discover consumer’s behavior regarding packaging characteristics on the purchase of particular FMCG product (e.g. Shampoo, Milk, Detergents, Drink’s and all the other daily house hold products). I conducted my research by fill up a questionnaire from customers of metro (star gate) and imtiaz (shahra-e-faisal) departmental stores because in departmental store consumer easily judge or think about packaging characteristics. I take a sample of 50 consumers and use a convenient sampling(frequency distribution).
Introduction:
A business is the way to earn profit, obviously every organization runs for making profit by meeting the demands of customers by producing those products which are needs of their customers. As due to change in consumers life styles consumers are interested in packaging characteristics. Packaging plays important role in marketing communication it is the addition as fifth P in 4P’s of marketing mix. Packaging tool could be treated as one of the important tool to influencing consumers brand preference by considering various elements of packaging like the size, shape and color of packaging because sometimes size and shape help consumes to make volume judgment, convenience to use(like canes of edible oils) and hygienic packaging(tetra pack milk), packaging which is convenience to storage(frozen products), product information in packaging(beauty products), reusable packaging (bottles of juices and water)which communicating different messages according to consumers needs related to that particular product.
4
There are many researcher who researches that there are some variables or factor of packaging characteristic which influence consumers buying behavior like convenience to use and hygienic factor and there are also other researcher research which finds that mostly customers gives preference to brand name rather than packaging characteristic. Therefore I am conducting research weather these variables of packaging characteristics influence the consumers buying behavior or consumers gives more preference to brand name.
Research Question:
This research aim to study the views and response of all those people who mostly purchase their monthly house hold products in Metro (star gate) and Imtiaz(shahra-efaisal) departmental store. As people have different behavior according to their thinking, ideas and choices for packaging characteristics. The views of peoples would be compared what are the most important variables for packaging characteristics by asking research questions through survey.
Research Objective:
The research objective of this study is to determine “consumers behavior regarding packaging characteristics on the purchase of particular FMCG product” while shopping in metro (star gate) and imtiaz(shahra-e-faisal) departmental stores.
5
Scope:
This research will give help to marketers and the whole organization to understand what are the most important factors of packaging characteristics which influence the consumers buying decision and by work on that particular factor of packaging characteristic they might increases their sales.
Limitation:
The research restricted to only two departmental stores of Karachi Metro (star gate) and Imtiaz (shahra-e-faisal) by taking sample of 50 respondents. It is not possible to cover all the departmental stores of Karachi due to short period of time.
6
Literature Review:
Studies such as (Deliya), 2012) the research has been helped us to understand the mindset of consumer regarding the packaging of product and the way in which packaging should follow to always retain and acquired the customers. According to finding mostly customer preference brand name and they give preference to any other product because of convenience packaging. In preserved products material use is most preferred and shape, size, color is less preferred. According to ((Rita, Aiste, & Laura, 2009) the impact of package and its element on consumers purchase decisions can be revealed by analyzing an importance of its separate elements for consumers choice. For this purpose two main blocks of package elements could be identified visual and verbal elements. It is identified that verbal elements of package are the most important for consumers purchase decision. The research result reveled that when consumers are under time pressure the verbal element are still more important than visual ones. Visual elements of package have relatively stronger influence of consumer purchasing when they are in the level of “low involvement” in opposite to those who are in the level of “high involvement” . ((Syed & Zeeshan, 2009) Done the study to classify the impact of packaging characteristics on consumer brand preference in edible oil. Study determine the packaging characteristic in eight different dimensions i.e. various sizes of packages , different shape of package , safety , shelf line ,convenience of storage, convenience of use , extra use of package and package attractiveness. The study wrap up that packaging characteristic measured as an important element for consumer brand preference in edible oil industry, this study tells that all eight dimension of packaging characteristic are the predators of consumers mostly brand in edible oil. These
7
packaging characteristic also have an impact on some other food items as well like ketchup, biscuits, drinking water and etc. In view of ((Pankaj, 2011) package could be treated as one of the most valuable tool in today’s marketing communication, necessitating more detail analysis of its element and an impact of those elements on consumers buying behavior . It has been revealed from the study that the consumer are much conscious about labels, seal, manufacturing and expiry date which is engraved on the product packaging. According to ((Johan & Tobias, 2005) Following implications are based on the empirical data, analysis and conclusion conducted during this study. They suggest that practitioners investigate the fit between the package design and preferred image of the product. Practitioners need to make sure that the product package design in fact communicates what is intended. Regarding the benefits associated with the brands packaging companies need to investigate what benefits they want to communicate and what the package in fact is communicating .Companies should also consider the fact that the benefits associated with the brands packaging can be used to promote the product with the others forms of advertising . An example of this could be to design television commercials that show the benefit of the package. This is especially important for products where the package is an important part of the product.
8
Research Methodology:
Research Design:
The research is tried to make descriptive in nature and research aim is to find the behavior of consumer regarding packaging characteristics of FMCG products while shopping at departmental store.
Data collection Technique:
For the purpose of research study data is collecting in form of primary data. Primary data includes questionnaire and questionnaire filled up by sampling technique to understand the consumer’s behavior regarding packaging characteristics and its influence on consumers buying decision.
Designing the questionnaire:
Questionnaire is designed on the basis of scaling namely ordinal scale which have five scales strongly agree, agree, neither agree nor disagree, disagree, strongly disagree. It provides a chance to respondent to answer a question in structured manner by choosing one option from five options.
Sampling Technique:
The technique which I use in research paper is convenient sampling (frequency distribution)
9
Results & Interpretation
1-In what age group are you? VARIABLE (AGE) 19 and under 20-29 30-39 40-49 50 and above TOTAL No of respondent 11 15 20 3 1 50
The peoples who mostly took part in questionnaire for my research paper research paper are age group between 20 to39.
2-What is your Gender? Variable(Gender) Male Female TOTAL No of respondents 22 28 50
There is no very big difference on numbers in both genders for becoming part in research, female has few numbers more than male.
10
3-What is your Occupation? VARIABLE (occupation) Student businessman Housewife Employee Other TOTAL No of respondent 20 4 12 12 2 50
The peoples who mostly took part in questionnaire from occupation perspective are student, housewife and employees.
4-What is your Qualification? VARIABLE (Qualification) Metric Intermediate Graduate Masters PhD TOTAL No of respondent 0 13 25 9 3 50
Mostly people who took part in my research are graduated and intermediated .
11
5-What is your family income? VARIABLE Below Rs 15000 Rs15000-25000 Rs25000-50000 Rs 50000 and more Don’t mentioned TOTAL No of respondent 2 5 10 18 15 50
There are big number of respondents who don’t want to mentioned their income , but there are also big number of people who earn more than Rs 50,000 and done their monthly shopping in departmental store.
6-You go to any departmental store for shopping Variable Every month After every 2-3 months After every 3-5 moths Occasionally TOTAL No of Respondent 34 8 5 3 50
Mostly respondents go every month in departmental store for shopping their house hold products and there are also some people who go to departmental store occasionally or after 2-3 months.
12
7-You influence from the new and attractive packaging style of any product while make a decision of purchasing.
Attractive Packaging
20 18 16 14 12 10 8 6 4 2 0 strongly agree agree Neither agree nor disagree Disagree Strongly disagree Attractive Packaging
The very large number of population disagrees or neutral with this statement those new and attractive packaging influence their purchasing decision. There is very little number of populations who agree with this statement.
13
8-Attractive and creative packaging is the characteristic which turns your brand loyalty.
Attractive packaging with respect to brand loyalty
20 18 16 14 12 10 8 6 4 2 0 Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree
attractive packaging with respect to brand loyalty
Large number of respondents disagrees or strongly disagree with that attractive packaging turns their brand loyalty and they leave their present brand due to attractive packaging of some other brand. It means attractive packaging is not just a factor which adopt by firms.
14
9-Size and shape of packaging attract you towards product, because some time it helps you to make volume judgment.
Size and shape of packaging
14 12 10 8 6 4 2 0 storngly agree agree neither agree nor disagree disagree storngly disagree size and shape of packaging
When ask a question from respondents regarding size and shape of packaging because some time it help to judge a volume of product interestingly there is a mix views from respondents 13% agree and 13% strongly disagree with this statement that size and shape of packaging influence their purchasing decision.
15
10-You prefer a product which packaging shows more convenience to storage.
Packaging Convenience to storage
16 14 12 10 8 6 4 2 0 storngly agree agree neither agree nor disagree disagree storngly disagree Packaging Convenience to storage
When ask a question related to packaging which are conveniences to storage like tetra pack milks or frozen products a very large number of populations strongly agree or agree with this statement.
16
11-Product packaging which is more convenience or comfort to use influence your purchasing decision.
Comfort to use packaging
18 16 14 12 10 8 6 4 2 0 storngly agree agree neither agree nor disagree disagree storngly disagree Comfort to use packaging
A large number of respondent agree with this that comfort or easy to use packaging somehow influence their decision there are also not very small number of those participant who disagree with this statement.
17
12-You prefer a product more, which gives ingredients details and other product information in its packaging according to your need
ingredients & product details in packaging
18 16 14 12 10 8 6 4 2 0 storngly agree agree neither agree nor disagree disagree storngly disagree ingredients & product details in packaging
Product details in packaging is factor which large number of respondent agrees but there is also a big number of those neither agree nor disagree with this statement.It means this is the factor which firms also consider while deciding about the packaging of their product.
18
13-You choose a product which packaging gives you feeling of more hygienic.
Hygenic Packaging
20 18 16 14 12 10 8 6 4 2 0 Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Hygenic Packaging
Hygienic is the factor which strongly agrees or agrees by very large number of participant in selection of fmcg products and there is very little number of peoples who don’t agree with this that hygienic factor of packaging influence their decision.
19
14-You prefer any product because of its reusable packaging
Reusable Packaging
25 20 15 10 5 0 Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Reusable Packaging
Reusable packaging is the factor which approximately all the respondents disagree which shows that they loyal with their brand and reusable packaging are not the factor who influences their purchasing decision.
20
15-IF color of any product packaging is similar to color which you like most, so you select that product rather than your current brand.
Color factor in packaging
18 16 14 12 10 8 6 4 2 0 Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Color factor in packaging
If color of any packaging is same as respondent favorite color so there is small difference between number those who agree and those who disagree . It means color is the factor which some time influence decision of consumer so firm might consider this factor.
21
Findings of the study:
? According to research data attractive packaging is not a characteristic which influence consumer behavior for purchasing some product but size and shape of packaging are the factor which might some time influence purchasing decision of consumer because it help them to make volume judgment. ? Convenience storage and comfort to use are the characteristic of packaging which consider by majority of consumers while decision making and according to survey this might be the factor which forces the consumer to put that product in cart. ? Hygienic factor in packaging is also very seriously considered by consumers during shopping according to survey. ? Product details in packaging and using different color in packaging are the both the characteristic which carries approx equal ratios in agree and disagree by consumers during survey.
Recommendations:
After completing this research there is some recommendation which could be helps the marketers and their organizations regarding which packaging characteristic could be adopt most. In view of research packaging which are convenience to store product and comfort to use without wasting product more consider by the consumers. Hygienic is also the very important actor which consider by consumers during purchasing. Other factors like use of different color, reusable packaging and packaging which looks like attractive these are those factors which not change consumers brand loyalty with their present brand.
22
So, firms must adopt factors like convenience to store, comfort to use and hygienic factor in packaging of their product these are the factor which might helps the firm to convert consumers brand loyalty with their current brands. Some time size and shape of package also force the consumers to pick that particular product so this factor is also not neglected by the firms.
Conclusion:
It is concluded from the study that as due to change in consumer’s lifestyle there are some characteristics of packaging which influence the consumer’s behavior for purchasing particular product ,factors like (convenience, comfort and hygienic) influences more than any other factor to the consumers who purchase their house hold products from metro(star gate) and imtiaz (shahra-e-faisal) departmental store.
References:
(Johan, N., & Tobias, O. (2005). Packaging as a brand communication vehicle. Lulea university of technology. (Pankaj, C. (2011). Role of packaging on consumers buying decisions. International journal of research in finance and marketing . (Rita, K., Aiste, D., & Laura, N. (2009). Impact of package elements on consumers ourchase decision. Journal of economic and management . (Syed, A., & Zeeshan, K. (2009). The impact of packaging characteristic on consumer brand preference. South Asian Journal of Management Sciences . Deliya), (. (2012). CONSUMER BEHAVIOR TOWARDS THE NEW PACKAGING OF FMCG PRODUCTS. National monthly refered journal of research in commerce and management. .
23
doc_899938844.docx
Research on Fast Manufacturer Consumer Goods how consumers deal with different packaging characteristics.
PAF-KIET KARACHI INSTITUTE OF ECONOMICS & TECHNOLOGY
Method of Business Research
Topic:
Relationship between packaging characteristic and consumers brand preference in FMCG products at Metro (star gate) & Imtiaz (shahra-e-faisal) departmental stores
Submitted By: M.Atib Khan (5185) Submitted To: Sir Qazi Salman
1
Acknowledgement:
On the completion of this research paper first of all I am thankful to Almighty Allah who gives me knowledge and courage to complete this research paper successfully. I would also very thank full to my instructor Sir Qazi Salman who provide me tools and techniques which required completing this research paper successfully. And in the last but not the least I am also thank full to all my all those university friends who help me in this project where I need and those participants who filled my questionnaire and becoming part of my research paper.
2
Table of Contents
Acknowledgement ....................................................................................................................................... 2 Abstract ......................................................................................................................................................... 4 Introduction .................................................................................................................................................. 4 Research Question ........................................................................................................................................ 5 Research objective ........................................................................................................................................ 6 Scope ............................................................................................................................................................. 6 Limitation………………………………………………………………………………………………………………………………………………..6 Literature Review…………………………………………………………………………………………………………………………………7-8 Research Methodology………………………………………………………………………………………………………………………..…9 Research design………….……………………………………………………………………………………………………………………………9 Data collection technique…………………………………………………………………………………………………………………..……9 Design the questionnaire…………………………………………………………………………………………………………………………9 Sampling technique…………………………………………………………………………………………………………………………………9 Results & Interpretations…………………………………………………………………………………………………………….….10-21 Finding of the study……………………………………………………………………………………………………………………………...22 Recommendation………………………………………………………………………………………………………………………………….22 Conclusion…………………………………………………………………………………………………………………………………………….23 References…………………………………………………………………………………………………………………………………………….23
3
Abstract:
The topic which I choose for my research paper is “Relationship between packaging characteristic and consumer brand preference in FMCG products”. The purpose of this report is to research and discover consumer’s behavior regarding packaging characteristics on the purchase of particular FMCG product (e.g. Shampoo, Milk, Detergents, Drink’s and all the other daily house hold products). I conducted my research by fill up a questionnaire from customers of metro (star gate) and imtiaz (shahra-e-faisal) departmental stores because in departmental store consumer easily judge or think about packaging characteristics. I take a sample of 50 consumers and use a convenient sampling(frequency distribution).
Introduction:
A business is the way to earn profit, obviously every organization runs for making profit by meeting the demands of customers by producing those products which are needs of their customers. As due to change in consumers life styles consumers are interested in packaging characteristics. Packaging plays important role in marketing communication it is the addition as fifth P in 4P’s of marketing mix. Packaging tool could be treated as one of the important tool to influencing consumers brand preference by considering various elements of packaging like the size, shape and color of packaging because sometimes size and shape help consumes to make volume judgment, convenience to use(like canes of edible oils) and hygienic packaging(tetra pack milk), packaging which is convenience to storage(frozen products), product information in packaging(beauty products), reusable packaging (bottles of juices and water)which communicating different messages according to consumers needs related to that particular product.
4
There are many researcher who researches that there are some variables or factor of packaging characteristic which influence consumers buying behavior like convenience to use and hygienic factor and there are also other researcher research which finds that mostly customers gives preference to brand name rather than packaging characteristic. Therefore I am conducting research weather these variables of packaging characteristics influence the consumers buying behavior or consumers gives more preference to brand name.
Research Question:
This research aim to study the views and response of all those people who mostly purchase their monthly house hold products in Metro (star gate) and Imtiaz(shahra-efaisal) departmental store. As people have different behavior according to their thinking, ideas and choices for packaging characteristics. The views of peoples would be compared what are the most important variables for packaging characteristics by asking research questions through survey.
Research Objective:
The research objective of this study is to determine “consumers behavior regarding packaging characteristics on the purchase of particular FMCG product” while shopping in metro (star gate) and imtiaz(shahra-e-faisal) departmental stores.
5
Scope:
This research will give help to marketers and the whole organization to understand what are the most important factors of packaging characteristics which influence the consumers buying decision and by work on that particular factor of packaging characteristic they might increases their sales.
Limitation:
The research restricted to only two departmental stores of Karachi Metro (star gate) and Imtiaz (shahra-e-faisal) by taking sample of 50 respondents. It is not possible to cover all the departmental stores of Karachi due to short period of time.
6
Literature Review:
Studies such as (Deliya), 2012) the research has been helped us to understand the mindset of consumer regarding the packaging of product and the way in which packaging should follow to always retain and acquired the customers. According to finding mostly customer preference brand name and they give preference to any other product because of convenience packaging. In preserved products material use is most preferred and shape, size, color is less preferred. According to ((Rita, Aiste, & Laura, 2009) the impact of package and its element on consumers purchase decisions can be revealed by analyzing an importance of its separate elements for consumers choice. For this purpose two main blocks of package elements could be identified visual and verbal elements. It is identified that verbal elements of package are the most important for consumers purchase decision. The research result reveled that when consumers are under time pressure the verbal element are still more important than visual ones. Visual elements of package have relatively stronger influence of consumer purchasing when they are in the level of “low involvement” in opposite to those who are in the level of “high involvement” . ((Syed & Zeeshan, 2009) Done the study to classify the impact of packaging characteristics on consumer brand preference in edible oil. Study determine the packaging characteristic in eight different dimensions i.e. various sizes of packages , different shape of package , safety , shelf line ,convenience of storage, convenience of use , extra use of package and package attractiveness. The study wrap up that packaging characteristic measured as an important element for consumer brand preference in edible oil industry, this study tells that all eight dimension of packaging characteristic are the predators of consumers mostly brand in edible oil. These
7
packaging characteristic also have an impact on some other food items as well like ketchup, biscuits, drinking water and etc. In view of ((Pankaj, 2011) package could be treated as one of the most valuable tool in today’s marketing communication, necessitating more detail analysis of its element and an impact of those elements on consumers buying behavior . It has been revealed from the study that the consumer are much conscious about labels, seal, manufacturing and expiry date which is engraved on the product packaging. According to ((Johan & Tobias, 2005) Following implications are based on the empirical data, analysis and conclusion conducted during this study. They suggest that practitioners investigate the fit between the package design and preferred image of the product. Practitioners need to make sure that the product package design in fact communicates what is intended. Regarding the benefits associated with the brands packaging companies need to investigate what benefits they want to communicate and what the package in fact is communicating .Companies should also consider the fact that the benefits associated with the brands packaging can be used to promote the product with the others forms of advertising . An example of this could be to design television commercials that show the benefit of the package. This is especially important for products where the package is an important part of the product.
8
Research Methodology:
Research Design:
The research is tried to make descriptive in nature and research aim is to find the behavior of consumer regarding packaging characteristics of FMCG products while shopping at departmental store.
Data collection Technique:
For the purpose of research study data is collecting in form of primary data. Primary data includes questionnaire and questionnaire filled up by sampling technique to understand the consumer’s behavior regarding packaging characteristics and its influence on consumers buying decision.
Designing the questionnaire:
Questionnaire is designed on the basis of scaling namely ordinal scale which have five scales strongly agree, agree, neither agree nor disagree, disagree, strongly disagree. It provides a chance to respondent to answer a question in structured manner by choosing one option from five options.
Sampling Technique:
The technique which I use in research paper is convenient sampling (frequency distribution)
9
Results & Interpretation
1-In what age group are you? VARIABLE (AGE) 19 and under 20-29 30-39 40-49 50 and above TOTAL No of respondent 11 15 20 3 1 50
The peoples who mostly took part in questionnaire for my research paper research paper are age group between 20 to39.
2-What is your Gender? Variable(Gender) Male Female TOTAL No of respondents 22 28 50
There is no very big difference on numbers in both genders for becoming part in research, female has few numbers more than male.
10
3-What is your Occupation? VARIABLE (occupation) Student businessman Housewife Employee Other TOTAL No of respondent 20 4 12 12 2 50
The peoples who mostly took part in questionnaire from occupation perspective are student, housewife and employees.
4-What is your Qualification? VARIABLE (Qualification) Metric Intermediate Graduate Masters PhD TOTAL No of respondent 0 13 25 9 3 50
Mostly people who took part in my research are graduated and intermediated .
11
5-What is your family income? VARIABLE Below Rs 15000 Rs15000-25000 Rs25000-50000 Rs 50000 and more Don’t mentioned TOTAL No of respondent 2 5 10 18 15 50
There are big number of respondents who don’t want to mentioned their income , but there are also big number of people who earn more than Rs 50,000 and done their monthly shopping in departmental store.
6-You go to any departmental store for shopping Variable Every month After every 2-3 months After every 3-5 moths Occasionally TOTAL No of Respondent 34 8 5 3 50
Mostly respondents go every month in departmental store for shopping their house hold products and there are also some people who go to departmental store occasionally or after 2-3 months.
12
7-You influence from the new and attractive packaging style of any product while make a decision of purchasing.
Attractive Packaging
20 18 16 14 12 10 8 6 4 2 0 strongly agree agree Neither agree nor disagree Disagree Strongly disagree Attractive Packaging
The very large number of population disagrees or neutral with this statement those new and attractive packaging influence their purchasing decision. There is very little number of populations who agree with this statement.
13
8-Attractive and creative packaging is the characteristic which turns your brand loyalty.
Attractive packaging with respect to brand loyalty
20 18 16 14 12 10 8 6 4 2 0 Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree
attractive packaging with respect to brand loyalty
Large number of respondents disagrees or strongly disagree with that attractive packaging turns their brand loyalty and they leave their present brand due to attractive packaging of some other brand. It means attractive packaging is not just a factor which adopt by firms.
14
9-Size and shape of packaging attract you towards product, because some time it helps you to make volume judgment.
Size and shape of packaging
14 12 10 8 6 4 2 0 storngly agree agree neither agree nor disagree disagree storngly disagree size and shape of packaging
When ask a question from respondents regarding size and shape of packaging because some time it help to judge a volume of product interestingly there is a mix views from respondents 13% agree and 13% strongly disagree with this statement that size and shape of packaging influence their purchasing decision.
15
10-You prefer a product which packaging shows more convenience to storage.
Packaging Convenience to storage
16 14 12 10 8 6 4 2 0 storngly agree agree neither agree nor disagree disagree storngly disagree Packaging Convenience to storage
When ask a question related to packaging which are conveniences to storage like tetra pack milks or frozen products a very large number of populations strongly agree or agree with this statement.
16
11-Product packaging which is more convenience or comfort to use influence your purchasing decision.
Comfort to use packaging
18 16 14 12 10 8 6 4 2 0 storngly agree agree neither agree nor disagree disagree storngly disagree Comfort to use packaging
A large number of respondent agree with this that comfort or easy to use packaging somehow influence their decision there are also not very small number of those participant who disagree with this statement.
17
12-You prefer a product more, which gives ingredients details and other product information in its packaging according to your need
ingredients & product details in packaging
18 16 14 12 10 8 6 4 2 0 storngly agree agree neither agree nor disagree disagree storngly disagree ingredients & product details in packaging
Product details in packaging is factor which large number of respondent agrees but there is also a big number of those neither agree nor disagree with this statement.It means this is the factor which firms also consider while deciding about the packaging of their product.
18
13-You choose a product which packaging gives you feeling of more hygienic.
Hygenic Packaging
20 18 16 14 12 10 8 6 4 2 0 Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Hygenic Packaging
Hygienic is the factor which strongly agrees or agrees by very large number of participant in selection of fmcg products and there is very little number of peoples who don’t agree with this that hygienic factor of packaging influence their decision.
19
14-You prefer any product because of its reusable packaging
Reusable Packaging
25 20 15 10 5 0 Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Reusable Packaging
Reusable packaging is the factor which approximately all the respondents disagree which shows that they loyal with their brand and reusable packaging are not the factor who influences their purchasing decision.
20
15-IF color of any product packaging is similar to color which you like most, so you select that product rather than your current brand.
Color factor in packaging
18 16 14 12 10 8 6 4 2 0 Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Color factor in packaging
If color of any packaging is same as respondent favorite color so there is small difference between number those who agree and those who disagree . It means color is the factor which some time influence decision of consumer so firm might consider this factor.
21
Findings of the study:
? According to research data attractive packaging is not a characteristic which influence consumer behavior for purchasing some product but size and shape of packaging are the factor which might some time influence purchasing decision of consumer because it help them to make volume judgment. ? Convenience storage and comfort to use are the characteristic of packaging which consider by majority of consumers while decision making and according to survey this might be the factor which forces the consumer to put that product in cart. ? Hygienic factor in packaging is also very seriously considered by consumers during shopping according to survey. ? Product details in packaging and using different color in packaging are the both the characteristic which carries approx equal ratios in agree and disagree by consumers during survey.
Recommendations:
After completing this research there is some recommendation which could be helps the marketers and their organizations regarding which packaging characteristic could be adopt most. In view of research packaging which are convenience to store product and comfort to use without wasting product more consider by the consumers. Hygienic is also the very important actor which consider by consumers during purchasing. Other factors like use of different color, reusable packaging and packaging which looks like attractive these are those factors which not change consumers brand loyalty with their present brand.
22
So, firms must adopt factors like convenience to store, comfort to use and hygienic factor in packaging of their product these are the factor which might helps the firm to convert consumers brand loyalty with their current brands. Some time size and shape of package also force the consumers to pick that particular product so this factor is also not neglected by the firms.
Conclusion:
It is concluded from the study that as due to change in consumer’s lifestyle there are some characteristics of packaging which influence the consumer’s behavior for purchasing particular product ,factors like (convenience, comfort and hygienic) influences more than any other factor to the consumers who purchase their house hold products from metro(star gate) and imtiaz (shahra-e-faisal) departmental store.
References:
(Johan, N., & Tobias, O. (2005). Packaging as a brand communication vehicle. Lulea university of technology. (Pankaj, C. (2011). Role of packaging on consumers buying decisions. International journal of research in finance and marketing . (Rita, K., Aiste, D., & Laura, N. (2009). Impact of package elements on consumers ourchase decision. Journal of economic and management . (Syed, A., & Zeeshan, K. (2009). The impact of packaging characteristic on consumer brand preference. South Asian Journal of Management Sciences . Deliya), (. (2012). CONSUMER BEHAVIOR TOWARDS THE NEW PACKAGING OF FMCG PRODUCTS. National monthly refered journal of research in commerce and management. .
23
doc_899938844.docx