Project Report

Executive Summary
The aim of this study is to analyze the role of packaging in consumer buying behavior. To fulfill
the basic purpose of study I have used six parameters: packaging color, packaging material,
package design, background image, font styles, printed information and innovation. The aim of
this study is to find the factors which largely influence the consumer buying behavior. For
collecting the data I have used primary source i.e. questionnaire and to analyze I have used SPSS
software. A sample of 104 has been selected for data collection and region covered is South-West
Delhi. The research is limited to ready to eat items.
Packaging is the very important factor which influences the consumer buying behavior
Packaging elements like Packaging color, Background Image, Packaging Material, Font Style,
Design of wrapper, Printed Information and Innovation is taken as predictors. Due to increasing
self-service and changing consumers lifestyle the interest in package as a tool of sales promotion
and stimulator of impulsive buying behavior is growing increasingly. So package performs an
important role in marketing communications, especially at the time of sale and could be treated
as one of the most important factors influencing consumers purchase decision.
The consumer buying decision is strongly based on packaging and its features. Due to rapidly
changing the life style of the people are interesting in packaging because the packaging insure
the people that the product is original and the producer used the packaging as a purpose for the
easy delivery, for the safety purposes and also used as a tool of sale promotion. Packaging is
important element in sense of the sale promotion as well as treated one of the most important
factors to influence the customer buying decisions. By this article I seek to study packaging
elements having significant effect on the consumers decision making.
Introduction:
In the past time primary purpose of packaging was to secure the product, but currently as the
time passed packaging is being used as an instrument for increasing sales, attracting customers
and communicating product information to the consumers. Today role of packaging has changed;
companies are interested in using it as a tool to increase its sales. A good package helps a product
to get identify, it also differentiates one brand from other.
Packaging can be defined as the wrapping material around a product that serves to contain,
identify, describe, protect, display, promote and otherwise make the product marketable.
Packaging is an important element in sales promotion as well as one of the important factors that
influence the customer buying behavior.
Customer buying behavior is a process by which individuals search for, select, purchase and use
goods and services, in satisfaction of their needs and wants. Buying decision-making comprises
of 5 steps:
Need or want recognition

Search process
Comparison
Selection and
Evaluation of decision.
Packaging influences this process in comparison and selection phases. In comparison phase
customer evaluates different brands based on their own parameters, in later phase they are
definite for purchasing and taking risk, here they decide which product they will buy.
Packaging and its elements:

Packaging is an important factor because it ensures customer that product is original and
producer uses it for safety, easy delivery and promotional purposes. The intention of this study is
to analyze that how packaging influences the consumer buying behavior. To achieve this
objective packaging is divided into different elements: packaging color, packaging material,
package design, background image, font styles, printed information and innovation etc.
Packaging color:
Color of packaging is important and apart one company product from other. Packaging color
draws attention of the consumers.
Packaging Material:
Material of packaging is important element which prevents the product from loss. High quality
material attracts customer.
Package design:
Package design should be eye catching; children are likely to be more influenced by package
shape and design.
Background image:
Background image is the image in the mind of the customer which helps to identify the brand of
the product.
Printed information:
Printed information contain all the information related to the product quality, price, description
which helps in knowing the product.
Innovation:
Bringing innovation in the packaging design also increase the value of the product like easy
open, easy store, recyclable, child proof, breakability etc. in the customers mind.
3
On the basis of these parameters or elements study is done, i.e. how these elements of packaging
influences the evaluation and selection phase in customer buying decision.
Objectives of the Study:
To analyze, how packaging influences the consumer buying decision.

To identify related factors which largely influences the consumer buying decision.
Scope of the Study:

The scope of this study is limited to south-west Delhi in ready to eat products.
Literature Review:
Packaging is a key component of marketing, 70% of consumers buying decisions are made at
the point of sale. The package is a very effective tool for influencing purchasing. Consumers feel
that the package is very helpful in identifying and distinguishing products. As people become
time poor, they are more prone to impulse buying. The unplanned purchase is a large source of
revenue. The power of the package is an important element of unplanned purchasing. The
concept of retailing has virtually been rewritten and brands jostle for space and recognition in the
crowded and over populated shelf. The package has to promote, emote, glamorize and enhance
the value of the contents. This trend in marketing represents a major opportunity for the
packaging industry.
A study by Sehrawet and Kundu concluded in Haryana in 2007 showed that consumers vary
significantly on various aspects of packaging; people feel that packaging is helpful in buying and
they have stronger opinions that better packages usually contain better products. The ease of
carriage, lightness of weight, simplicity, transparency and consistency of a package has relatively
less influence on buying decisions. Labelling is strongly considered to be an important part of a
package; People are becoming more environmentally conscious.
Jesper Clement in his study concluded in Denmark during 2007 showed that visual impact from
packaging on the shelf catches consumers' visual attention. He also found that visual impact from
packaging design builds up in the consumers mind and influences their buying decision,
packaging elements also influences the post-purchase phase Packaging elements such as
illustration, colour, typography and shape communicate the products attributes and the overall
impression.
Mishra and Jain in their study concluded in Jammu & Kashmir in 2012 showed that the style of
packaging do affects the sales and the influencing factors are price, content, ingredients, brand
name, flavours, calorie chart, colour of packet, endorser and expiry duration. By the means of the
packaging, the consumer awareness increases; whereas, Innovative ideas do not influence the
sales of the product. The different size variants i.e., net contents in the packet influences the sales
of the product because different sizes have different prices; whereas, celebritys picture on packet
which is costlier affair for the companies is wastage to some extent. Customers do not see other
6
details except expiry duration though they see whether the product is vegetarian or nonvegetarian by seeing the colour of the logo on the packet. Recipes given on the packets of
product are not read by most of the customers as some customers are there who really read them
and amongst them just few of them are really preparing it.
Promotional activities like others flavours of the same products are not of great importance as
most of the customers are not driven to buy the other flavours by just looking on the packet and
very few are there who really read about the other flavours on the packet. It has been identified
that customers likes innovations for e.g. zip packaging etc. They (customers) prefer to buy the
product, if the facts like no added message and zero fats are written on it. People dont see that
whether the packing material is eco-friendly and they dont see things like keep your city clean.
Most of the customers said that they had never participated in wrapper collection activity by the
various companies. People feel connected to the product if the stories of other customers are
given on it and they give their own stories in a hope that their own stories will also be printed on
the packet.
So from literature review we can conclude that Package could be treated as one of most valuable
tool in todays marketing communications. The impact of package and its elements on
consumers purchase decision can be revealed by analyzing an importance of its separate
elements for consumers choice. A growing number of consumers are purchasing eco-friendly
products and many have demonstrated their willingness to pay higher prices for such goods.
Reports have shown that concern about the environment is rising and that people are engaging in
activities that help to protect it. This prevailing mood has led to an increase in the development
and launch of green products for future sales.
Sample Size
Sample size
A sample is a set of numerical data. Sample is the representative of the population that a
researcher targets to carry out a specific research, that representative part of the population is
known as sample size.
In this case I have taken sample size as 104.
Method
104 samples from the population are selected on the basis of convenience sampling. As the name
implies, the samples are selected because they are convenient. Convenience sampling attempts to
obtain a sample of convenient elements. Often, respondents are selected because they happen to
be in the right place at the right time.
Methods of Data Collection

Primary
Primary data refers to the data collected for the first time. Primary data can provide information
about demographic and socio-economic characteristics, psychographic characteristics, attitude
and motivations and intensions. Tool used by me for Primary research is:
Questionnaire
Secondary
Secondary data refers to the data previously collected for any other purpose but can be used in
the current study. Tools used by me for secondary research are:
Journals
Magazines
Internet
Type of Research
Descriptive research
Descriptive research is used to describe characteristics of a population or phenomenon being
studied. It does not answer questions about how/when/why the characteristics occurred.
This project is also a descriptive research; it describes the characteristics of packaging which
influences the customers buying behavior.
Instrument used
MS Excel
In MS Excel for data analysis, I have used:
Pie Charts
Histograms
MS Word
I have used MS word for typing purpose and questionnaire making.
Google Drive
I have used Google drive for online questionnaire (form) and collecting responses.
Tools & Techniques of Analysis
For analyzing data I have used
Frequency tables & charts

Mean
Standard deviation
Variance
10
In following data collection and data analysis

P1 = Packaging plays a significant role when I choose from amongst various brands of ready to
eat food products.
P2= Packaging color influences my purchase decision.
P3= I consider Brand or company name on Packet before purchase.
P4= Celebrity image on packet background grabs my attention.
P5= For me, good quality packaging means a good quality product.
P6= Font Size & Style on the package attracts me towards the product.
P7= I always read food product information printed on the package before purchasing.
P8= I evaluate product according to information printed on the package.
P9= Innovative packaging like easy tear packs; tetra packs etc. influences my buying decision.
P10= Size and Shape of packet effects my buying decision.
P11= How to make recipe section helps me in purchasing/trying a new product.
P12= I usually read details about other variants, such as flavours, of the product provided on the
packaging.
P13= Environmental friendly logos on packets such as Recyclable and Go-Green influence my
purchase decision.
11
Data Collected
12
Name
Gend
er
Male
Ag
e
21
P
1
1
P
2
2
P
3
4
P
4
2
P
5
2
P
6
1
P
7
2
P
8
2
P
9
1
P1
0
2
P1
1
3
P1
2
1
P1
3
2
Femal
e
Femal
e
Male
21
20
21
Femal
e
Male
21
18
Nishchay
Male
18
Aaditya Pal
Male
22
Anubha
Vaid
Anjali
Dadlani
Pankaj
Femal
e
Femal
e
Male
21
21
25
Himani
20
Swekschash
ree
Bharat
Femal
e
Femal
e
Male
18
23
Prashant
Male
22
Suresh
Kumar
Aditya
Male
20
Male
22
Bhavini
Singh
Shresth
Femal
e
Male
20
17
Neha Jain
Femal
e
Male
20
25
21
Rahul Uppal
Femal
e
Male
21
Niranjan
Male
20
Pankaj
Gupta
Ankit
Male
24
Male
19
Bhuwan
Male
46
Rohit Kumar
Male
22
Ananya
17
23
21
24
3 4
13
Rohit
Femal
e
Femal
e
Femal
e
Femal
e
Male
20
Rohit
Male
22
Shubham
Ishita
Kiran
Kataria
Vivek
Khulbey
Mudita
Bawa
Deepak
Mukul
Deepika
Himani
Vasudha
Saraswati
Data Analysis
Statistics
Mean
Variance
1.62
Standard
deviation
0.49
23.09
4.72
22.23
P1
3.57
1.22
1.49
P2
2.94
1.21
1.45
P3
3.96
1.18
1.4
P4
2.68
1.27
1.62
P5
3.10
1.34
1.79
P6
2.84
1.24
1.54
P7
3.55
1.16
1.34
P8
3.47
1.12
1.26
P9
3.12
1.22
1.48
P10
3.07
1.20
1.44
P11
3.47
1.15
1.32
P12
3.53
1.06
1.13
P13
3.51
1.22
1.48
Gender
Age
14
0.24
Frequencies:
1. Gender
Valid
Frequency
40
Percen
t
38.5
Valid
Percent
38.5
Cumulative
Percent
38.5
Male
64
61.5
61.5
100.0
Total
104
100.0
100.0
Female
Table-1
Frequency
120
100
80
Frequency
60
40
20
0
Female
Male
Total
Graph-1
Analysis:
In sample size of 104 female respondents are 40 i.e. 38.5% of sample size and male respondents
are 64 i.e. 61.5% of sample size.
15
2. Age
Valid
17.00
Frequency
2
Percent
1.9
Valid Percent
1.9
Cumulative
Percent
1.9
18.00
5.8
5.8
7.7
19.00
2.9
2.9
10.6
20.00
15
14.4
14.4
25.0
21.00
20
19.2
19.2
44.2
22.00
17
16.3
16.3
60.6
23.00
8.7
8.7
69.2
24.00
7.7
7.7
76.9
25.00
6.7
6.7
83.7
26.00
1.0
1.0
84.6
27.00
1.9
1.9
86.5
28.00
2.9
2.9
89.4
29.00
2.9
2.9
92.3
30.00
3.8
3.8
96.2
34.00
1.0
1.0
97.1
41.00
1.0
1.0
98.1
42.00
1.0
1.0
99.0
46.00
1.0
1.0
100.0
104
100.0
100.0
Total
Table-2
Age
25
20
15
Age
10
5
0
17 18 19 20 21 22 23 24 25 26 27 28 29 30 34 41 42 46
Graph-2
16
Analysis
Majority of respondents age fall between 20 and 25 (76 respondents) i.e. 73.07 %.
3. P1
Valid
Frequency
7
Percent
6.7
Valid Percent
6.7
Cumulative
Percent
6.7
Disagree
15
14.4
14.4
21.2
Neutral
22
21.2
21.2
42.3
Agree
32
30.8
30.8
73.1
Strongly agree
28
26.9
26.9
100.0
104
100.0
100.0
Strongly disagree
Total
Table-3
P1
35
30
25
P1
20
15
10
5
0
Strongly disagree Disagree
Neutral
Agree
Strongly agree
Graph-3
Analysis
30.8% of respondents agree with this statement, mean is 3.57 and standard deviation is 1.22 so
we can conclude that sample agreeing with the statement.
17
4. P2
Valid
Frequency
14
Percent
13.5
Valid Percent
13.5
Cumulative
Percent
13.5
Disagree
23
22.1
22.1
35.6
Neutral
35
33.7
33.7
69.2
Agree
19
18.3
18.3
87.5
Strongly agree
13
12.5
12.5
100.0
104
100.0
100.0
Strongly disagree
Total
Table-4
P2
40
35
30
25
P2
20
15
10
5
0
Neutral
Agree
Strongly Agree
Graph-4
Analysis
33.7% of respondents are neutral on this statement, mean is 2.94 and standard deviation is 1.21
so we can conclude that sample is neutral with the statement.
18
5. P3
Valid
Frequency
5
Percent
4.8
Valid Percent
4.8
Cumulative
Percent
4.8
Disagree
11
10.6
10.6
15.4
Neutral
11
10.6
10.6
26.0
Agree
33
31.7
31.7
57.7
Strongly agree
44
42.3
42.3
100.0
104
100.0
100.0
Strongly disagree
Total
Table-5
P3
50
45
40
35
30
P3
25
20
15
10
5
0
Neutral
Agree
Strongly agree
Graph-5
Analysis
31.7% of respondents agree, 42.3% of respondents strongly agree with this statement, mean is
3.96 and standard deviation is 1.18 so we can conclude that sample agreeing with the statement.
19
6.
P4
Valid
Frequency
25
Percent
24.0
Valid Percent
24.0
Cumulative
Percent
24.0
Disagree
21
20.2
20.2
44.2
Neutral
29
27.9
27.9
72.1
Agree
20
19.2
19.2
91.3
8.7
8.7
100.0
104
100.0
100.0
Strongly disagree
Strongly agree
Total
Table-6
P4
35
30
25
P4
20
15
10
5
0
Neutral
Agree
Strongly Agree
Graph-6
Analysis
27.9% of respondents are neutral on this statement, mean is 2.68 and standard deviation is
1.27 so we can conclude that sample is neutral with the statement.
20
7. P5
Valid
Frequency
15
Percent
14.4
Valid Percent
14.4
Cumulative
Percent
14.4
Disagree
23
22.1
22.1
36.5
Neutral
21
20.2
20.2
56.7
Agree
26
25.0
25.0
81.7
Strongly agree
19
18.3
18.3
100.0
104
100.0
100.0
Strongly disagree
Total
Table-7
P5
30
25
20
P5
15
10
5
0
Neutral
Agree
Strongly agree
Graph-7
Analysis
25% of respondents agree with this statement, mean is 3.1 and standard deviation is 1.34 so we
can conclude that sample is agreeing with the statement.
21
8. P6
Valid
Frequency
18
Percent
17.3
Valid Percent
17.3
Cumulative
Percent
17.3
Disagree
24
23.1
23.1
40.4
Neutral
30
28.8
28.8
69.2
Agree
21
20.2
20.2
89.4
Strongly agree
11
10.6
10.6
100.0
104
100.0
100.0
Strongly disagree
Total
Table-8
P6
35
30
25
P6
20
15
10
5
0
Neutral
Agree
Strongly agree
Graph-8
Analysis
28.8% of respondents are neutral on this statement, mean is 2.84 and standard deviation is 1.24
so we can conclude that sample is neutral with the statement.
22
9. P7
Valid
Frequency
6
Percent
5.8
Valid Percent
5.8
Cumulative
Percent
5.8
Disagree
13
12.5
12.5
18.3
Neutral
28
26.9
26.9
45.2
Agree
32
30.8
30.8
76.0
Strongly agree
25
24.0
24.0
100.0
104
100.0
100.0
Strongly disagree
Total
Table-9
P7
35
30
25
P7
20
15
10
5
0
Neutral
Agree
Strongly agree
Graph-9
Analysis
we can conclude that sample is agreeing with the statement.
23
10. P8
Valid
Frequency
6
Percent
5.8
Valid Percent
5.8
Cumulative
Percent
5.8
Disagree
14
13.5
13.5
19.2
Neutral
29
27.9
27.9
47.1
Agree
35
33.7
33.7
80.8
Strongly agree
20
19.2
19.2
100.0
104
100.0
100.0
Strongly disagree
Total
Table-10
P8
40
35
30
25
P8
20
15
10
5
0
Neutral
Agree
Strongly agree
Analysis
24
11. P9
Valid
Frequency
15
Percent
14.4
Valid Percent
14.4
Cumulative
Percent
14.4
Disagree
16
15.4
15.4
29.8
Neutral
25
24.0
24.0
53.8
Agree
38
36.5
36.5
90.4
Strongly agree
10
9.6
9.6
100.0
104
100.0
100.0
Strongly disagree
Total
Table-11
P9
40
35
30
25
P9
20
15
10
5
0
Neutral
Agree
Strongly agree
Graph-11
Analysis
25
12. P10
Valid
Strongly
disagree
Disagree
Neutral
Agree
Strongly agree
Total
Frequency
13
Percent
12.5
Valid
Percent
12.5
Cumulative
Percent
12.5
23
22.1
22.1
34.6
21
20.2
38
36.5
9
8.7
104
100.0
Table-12
20.2
36.5
8.7
100.0
54.8
91.3
100.0
P10
40
35
30
25
P10
20
15
10
5
0
Neutral
Agree
Strongly agree
Analysis
26
13. P11
Valid
Frequency
6
Percent
5.8
Valid Percent
5.8
Cumulative
Percent
5.8
Disagree
15
14.4
14.4
20.2
Neutral
29
27.9
27.9
48.1
Agree
32
30.8
30.8
78.8
Strongly agree
22
21.2
21.2
100.0
104
100.0
100.0
Strongly disagree
Total
Table-13
P11
35
30
25
P11
20
15
10
5
0
Neutral
Agree
Strongly agree
Graph-13
Analysis
27
14. P12
Valid
Frequency
5
Percent
4.8
Valid Percent
4.8
Cumulative
Percent
4.8
Disagree
12
11.5
11.5
16.3
Neutral
28
26.9
26.9
43.3
Agree
41
39.4
39.4
82.7
Strongly agree
18
17.3
17.3
100.0
104
100.0
100.0
Strongly disagree
Total
Table-14
P12
45
40
35
30
P12
25
20
15
10
5
0
Neutral
Agree
Strongly agree
Graph-14
Analysis
28
15. P13
Valid
Frequency
8
Percent
7.7
Valid Percent
7.7
Cumulative
Percent
7.7
Disagree
12
11.5
11.5
19.2
Neutral
30
28.8
28.8
48.1
Agree
27
26.0
26.0
74.0
Strongly agree
27
26.0
26.0
100.0
104
100.0
100.0
Strongly disagree
Total
Table-15
P13
35
30
25
P13
20
15
10
5
0
Neutral
Agree
Strongly agree
Graph-13
Analysis
28.8% of respondents are neutral, 26% of respondents agree with this statement, mean is 3.51
and standard deviation is 1.22 so we can conclude that sample agreeing with the statement.
29
Findings
Packaging do affects the consumer buying decision process significantly in ready to eat
items and the factors taken in consideration are packaging color, packaging material,
packaging design, background image, printed information, package innovations.

Packaging color attracts customer but it doesnt influence buying decision significantly,
so respondents are neutral on this factor.
Packaging material influences the buying decision process; sample agreed that good
quality package is a significant factor.
The different size and shape in ready to eat items influences the buying behavior but
respondents are neutral with the font style and size so packaging design factor influences
the buying behavior but not significantly.
Celebrities image on packet which is a huge expense for a company is wastage to some
extent as respondents are neutral on this factor.
Customer do see details and information printed on the packet, recipes given on the
packets of ready to eat items are read by customers and promotional activities like other
variants, flavours etc. are read by the customers so printed information factor influences
the buying behavior significantly.

It has been identified that customers are environmental conscious and innovations in
packaging like zip packaging etc. influences the buying behavior of customers in
significant manner.
30
Conclusion
Package could be treated as one of most valuable tool in todays marketing communications,
necessitating more detail analysis of its elements and an impact of those elements on consumers
buying behavior. The impact of package and its elements on consumers purchase decision can
be revealed by analyzing an importance of its separate elements for consumers choice.
This study sought to analyze how packaging influences the consumer buying decision and to
identify factors which largely influence the consumer buying decision. People feel that
packaging is helpful in buying and they have stronger opinions that better packages usually
contain better products. Although labeling is strongly considered to be an important part of a
package. A growing number of consumers are purchasing eco-friendly products. Report has
shown that concern about the environment is rising and people are engaging in activities that
help to protect it.
Summarizing, packaging material, printed information and innovations in packaging are the
factors which largely influence the consumer buying decision. So we can conclude that
packaging influences the buying behavior of customers significantly. It is the factor which
influences the evaluation and selection phase.
31
Bibliography
Journals
Sehrawet & Kundu, International Journal of Consumer Studies, Vol. 31, ISSN 14706423, Date of issue 2007, Pg. 630-638.
Clement, Journal of Marketing Management, Vol. 23, ISSN0267-257X, Date of issue
2007, Pg. 917-928.
Mishra & Jain, Journal of Marketing & Communication, Vol. 7, Date of issue January April 2012, Pg. 48-63.
Internet
http://www.slideshare.net/tjmatharu/roleofpackagingonconsumerbuyingbehavior, Role of
Packaging on consumer buying behaviour, Azeem, 15/02/2014.
http://irbas.academyirmbr.com/papers/1372183064.pdf, Role of packaging in consumer
buying behavior, Shah & Ahmad, 15/02/2014.
32
Annexure
Questionnaire
Impact of Packaging on Consumer Buying Behavior
Dear Maam / Sir,
I, Gaurav Upreti, am a student of BBA of Banarsidas Chandiwala Institute of
Professional Studies and am conducting a survey on Impact of Packaging on
Consumer Buying Behavior towards Ready to Eat items. I request you to spare
some of your valuable time and kindly fill up the following questionnaire. All your
data and information would be kept confidential.
Personal Information:
Name
Gender
Age
Questionnaire:
(Please tick your choice)
Here:
1= Strongly Disagree, 2= Disagree, 3=Average, 4= Agree, 5= Strongly agree
S.no.
Question
1
1.
Packaging plays a significant role when I

choose from amongst various brands of
33
Options
2
3
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
ready to eat food products.

Packaging color influences my purchase
decision.
I consider Brand or company name on
Packet before purchase.
Celebrity image on packet background grabs
my attention.
For me, good quality packaging means a
good quality product.
Font Size & Style on the package attracts me
towards the product.
I always read food product information
printed on the package before purchasing.
I evaluate product according to information
printed on the package.
Innovative packaging like easy tear packs;
tetra packs etc. influences my buying
decision.
Size and Shape of packet effects my buying
decision.
How to make recipe section helps me in
purchasing/trying a new product.
I usually read details about other variants,
such as flavours, of the product provided on
the packaging.
Environmental friendly logos on packets
such as
Recyclable and
Go-Green
influence my purchase decision.
34

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Executive Summary

Need or want recognition

Packaging and its elements:

Objectives of the Study:

To analyze, how packaging influences the consumer buying decision.

Scope of the Study:

Methods of Data Collection

Tools & Techniques of Analysis

For analyzing data I have used

Frequency tables & charts

In following data collection and data analysis

packaging design, background image, printed information, package innovations.

the buying behavior significantly.

Packaging plays a significant role when I

ready to eat food products.

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