Brand Packaging And Consumer Buying Behavior: A Case Of .
International Journal of Scientific and Research Publications, Volume 5, Issue 11, November 2015ISSN 2250-3153590Brand Packaging and Consumer Buying Behavior: ACase of FMCG ProductsMisbah Ehsan, SamreenlodhiJinnah University for WomenAbstract- Packaging performs a central role as a medium in themarketing mix, in specifying the character of new products, inpromotional campaigns, as a pricing pattern, and as a tool tocreate shelf impact. Packaging is usually considered as the mostutmost form of advertising at the very crucial point of entire inthe journey of purchasing: the point of purchase." It reflects thelevel of creativity, innovation, modernism, cutting-edge qualitiesthe brand might possess. The place of packaging in marketinghas become entirely significant since it is one of the channelcompanies can capture consumers to take notice of products.The intention of this study is to determine that how does thepackage characteristics( color , size shape and labeling) influenceon the consumer buying behavior in perspective of FMCG(Detergents, soap, shampoo, milk and soft drinks).Research isconducted in Karachi; Pakistan. This research is aimed to findout that how much the independent variables (packagingcharacteristics) influence the dependent variable (consumerbuying behavior). There is a huge effect of packaging and itselements on consumer buying behavior. The theoreticalframework was established on the secondary data (books andarticles). A structured questionnaire with likert scale is used tocollect primary data. The data collected through survey wasanalyzed by using SPSS. Reliability test is carried out forquestionnaire's compatibility and then to compose the connectionin between dependent variable and independent variables linearregression analysis is performed.It has been revealed that Packaging is the essential andsignificant factor which largely persuades the consumer buyingbehavior. It can be considered as one of most valued tool intoday’s marketing communications, acquiring additional detailanalysis of its elements and an influence of such elements onconsumers buying behavior. Package executes a critical functionin marketing communications, mainly during the moment of sale.If packaging has attractive and right tone of colors that deliversclearly the message of your product then it will influenceconsumer buying behavior and consumer will purchase thatproduct. Moreover Attractive packaging shape can make a brandunique, can create an iconic brand image, supports in affirmingbrand name, retain its distinctiveness, and stands out on the shelf.Package size, that is one of the utmost accessible and easy-toprocess product cues to which customer are exposed, can have asignificant impact on consumer buying pattern. It has also foundthat Labeling on the product could help consumers to makechoices on the product to purchase and also teach them in whatway to use product, its name, and price, content and appropriateinformation. Minor packaging material or dimension changes tothe FMCG item do not significantly affect the buying pattern ofconsumer for FMCG products on the retail shelf .It deems thatthere is a 100% equal connection amongst consumer buyingbehavior and good quality of material usedIndex Terms- Consumer buying behavior, packaging elements,marketing mixI. INTRODUCTIONPackaging can be described as all the acts of designing and.The place of packaging in marketing has become entirelysignificant since it is one of the channel companies can captureconsumers to take notice of products. For this reason, it isnecessary to understand various packaging factors whichprompts and attracts customer to buy certain product.This research consists of various different factors ofpackaging characteristics i.e. color of packaging sizes ofPackage, different shapes of Package and labeling of packaging.The reason behind my research and choosing such factors is dueto change in consumer lifestyles, increasing self-service and theuse of internet has changed the marketing world broadly, so thisresearch will help and give better insight and provide informationfor companies about generating effective packaging strategiesand selecting the right packaging design elements and attributesfor their product package and to permit companies to be distinctfrom each other and to have more priorities among competitors.PROBLEM STATEMENT:The aim of the study is to determine how brand packaginginfluence on consumer buying behavior in perspective of FMCG(Detergents, soap, shampoo, milk and soft drinks), to identify themost importance aesthetic element of brand packaging that aremost appealing to consumer in the sale of product and to identifywhether any change in product packaging changes consumerbuying pattern. Research is conducted in Karachi; Pakistan.SIGNIFICANCE OF STUDY:The Research will provide companies with new andupdated information because review of the literature shows theprevious researches done on packaging was scattered, whichincluded limited information about packaging. In past researchhave been made on narrowed and common factors of packagingbut in this research also determine how the changes in productpackaging can change the consumer buying behavior and tellswhat are the most important aesthetic elements of packaging thatprompts and attract the buyers to purchase the product at thepoint of purchase. Therefore this research will help marketers toconsider these findings also discovered in research andimplement in their plan in creating and selecting the appropriatewww.ijsrp.org
International Journal of Scientific and Research Publications, Volume 5, Issue 11, November 2015ISSN 2250-3153design elements and attributes for their product package and willallows companies to be different from each other and to havemore priorities among competitors.II. OBJECTIVESObjective of my research is: To determine how of packaging influence on theconsumer buying behavior. To find out whether packaging elements effect on theconsumer buying behavior. Namely, to check howconsumer perceives and values colors, shape, size andlabeling of the package. To know how color of packaging matters consumer inpurchase of product. To estimate the preference of consumer for the productpackaging having attractive shape. To assess how adequate size of product attractconsumer. To measure the relative importance of packaginglabeling for the consumers. To know whether the consumer change the FMCGproduct they purchase as the packaging changes. To find out which of the aesthetic elements ofpackaging are most appealing to customer to whom theyattract towards the purchase of product.SCOPE:In this research paper data have been gathered about howbrand packaging elements influence on consumer buyingbehavior in perspective of FMCG in detail. This research hasfilled the gap by encompassing all the possible and generallyaccepted packaging elements which includes the variables ofpackaging. Previous researches focused on visual elements ofpackaging only. This therefore, is a comprehensive report, whichdetermine also that how change in product packaging changeconsumer buying pattern and their preference, so that the resultscould be made useful.LIMITATIONS:Although this research was prepared carefully, the period oftime is not sufficient for the researcher to observe largerespondents from different areas of city; research can be furtherconducted in other cities of Pakistan also but it only focusedmainly on one city. It would be best if it was done in a longerperiod of time on large geographical area and with fewer burdensof other subject’s projects. Some other limitations to researchalso include:1) Lack of cooperation by some respondents to thequestionnaire2) Lack of knowledge of some respondents to the questionnaireLITERATURE RIVIEW(Mr. Mitul M. Deliya, 2012) Considered the “Role ofPackaging on Consumer Buying Behavior – Patan District India”using a sample size of 150 and SPSS for analysis. According tothe study the packaging is largely a pivotal aspect. The end usersbuying activities is ancillary to the packaging and its features.Packaging elements like size, color, background Image, Style,591design of wrapper, imprinted Information and innovation isassumed as prior. So package executes a critical function inmarketing communications, mainly during the moment of saleand as well as treated like whole of the highest primary factorspersuading consumer’s purchase choice. Product packagingbuilds the end of the 'promotion-chain' and is finish Interval tothe real purchase and hence perform a major function inpredicting consumer buying decision.Another research conducted in Karachi, Pakistan, withsample size of 50 and questionnaire concluded that due togrowing and emerging self-service and modifying consumerstyle of living, the internet in packaging as a mean of marketing,promotion and encourager of impulsive buying behavior isflourishing more and more. Research found that packaging playsmajor function in marketing and encouraging or even sometimesdiscouraging the consumer from purchasing a product,particularly at the moment of purchase or at the momentwhenever a buyer is selecting between various brands of similarproducts class. It was concluded that females in common arefully aware of the consequences of packaging. (Ahmad &Lakhan, 2012)(Agariya, Johari, Sharma, Chandraul, & Singh, 2012)Conducted their research in India taking a sample size 103responders for questionnaire and 15 responders for pulse rate.Research says that packaging is studied as fundamentalcomponent of the 'Product' of marketing mix. This paper is aimedto measure the role of packaging in brand awareness andconsidering the factors of packaging to deliver the brandimportance to final users. Packaging assists as a promotionalinstrument besides other basic functions. Through suitable andcorrect packaging can benefit a brand to shape a particular placein minds of consumer as well as in market place that’s whycompanies nowadays are creating new tactics and techniques toacquire and retain customers by its unique packaging strategies.The objective of the research was to explore the consumerinsight on different design elements of a milk package. (Ksenia,2013)Identifies that the packaging design elements have variousinfluences on the consumer. Some of them capture the consumerattention; some of them stay ignored. People perceive and assesspackage and its design in different manner: where somebodylikes the image and color, some other would not even giveattention to it. The outcome indicates that two milk packagedesigns are perceived distinctly and attraction factors are valuedin accordance with the particular milk package design.By this article (Kuvykaite, Dovaliene, & Navickiene, 2009)aimed to reveal that the elements of package possess the basiceffect on consumer preference. The research model was preparedand tested in order to exhibit impact of verbal and visual packageelements on consumer’s buying decisions.The analysisdisclosed that when consumers are subjected to time pressure theverbal elements are still more notable than visual ones. Hence ithas been found that visual elements of package comparativelyhave powerful influence on consumer’s purchasing when theyare in the “low level of involvement”, in contrary to those anyoneare in the of “high level involvement”.Another research conducted in Karachi. Consumers preferthe product quality after they purchased their desirable packagedproduct. Placed on those facts, it cannot be stated that there is a100% equal connection amongst good packaging and goodwww.ijsrp.org
International Journal of Scientific and Research Publications, Volume 5, Issue 11, November 2015ISSN 2250-3153product quality, still there is a positive opinion and trend y.(Stravinskienė, Jurgita, Rūtelionė, Aušra, Butkevičienė,& Vitalija, 2008)This research was restricted to Karachi only and theinformation has been collected from major areas of the citycomprising Gulshan-e-Iqbal, PECHS, Gulistan-e-JauharMalir,Defence and North Nazimabad. The aim of this study was toexamine the influence of packaging elements on consumerbuying behavior. Results of the research says that variables likepackaging graphics, nutritional information and place of originare largely and positively associated with customers purchasingbehavior and marketers should concentrate on these factors ofpackaging. In contrast packaging size, packaging material,packaging design, color and product information have a weakerpositive association with customers buying behavior and thusmarketers should particularly concentrate on these aspects so thatpositive association could be increased with consumer buyingbehavior.(Adam & Ali, 2014 )Packaging is a significant element of modern style of livingand techniques of branding. (Shekhar & T., 2013)In research itwas discovered chocolate packaging cues influencing buyingdecisions of young customers in Kannur District, Kerala State,India. Many cross sectional descriptive research with suitablesampling technique derived data from 240 students. Inferentialstatistics revealed that chocolate packaging acquired majorinfluence in purchase pattern of students. Males and femalesvaried greatly with respect to variables named Manufacturingand Ingredients unit’s addresses. Material, Quality, Ingredients &Manufacturing unit’s addresses were meaning full across specificage class of the respondents. Material, brand name andIngredients varied significantly across qualifications. Although, itwas assumed that the informational elements on packages trulyinfluenced buying decisions than visual elements as long as lowinvolvement purchase categories (chocolates) were interested.This study was designed to determine the properties whichinfluence on consumer buying preference and their behavior inIranian FMCG market. (Miremadi & Faghani, 2012)Discoveredthat antidandruff, attractive packaging, reinforcement, and shinyare most important characters to influence on consumer buyingbehavior in Iranian market. Moreover the durability, quality andprice are considered as the major cause to purchase brandedshampoo and it should calculated as major unique selling pointstrategy for branded shampoo. Marketing manager need toimprove the quality of their product to retain consumers andprevent them changing brand to their competitor brand.(Jyoti & Dibyojyoti, 2010)Deems that customer ofbackward areas see packaging as value addition. Majority ofpeople considered that packaging is a fundamental element of theproduct and in addition is important to boost the sale after all it isa cost element. It can be assumed that in a remote urban areawhere products acquire a long time to reach the market, peopleare aware of the significance of the packaging. They desire that itshould be differentiable and hygienic from fake and counterfeitproducts and that the packages should be utilized for additionaluse. Labeling is also assumed to be a principal legal documentbecause it conveys the durability and reliability of the product.592(Dhurup, Mafini, & Dumasi, 2014)Conducted a research inSouth Africa and structured questionnaire were used for datacollection. Study acknowledges that Price, packaging, and brandawareness demonstrated weighty positive relationships withbrand loyalty, which hinted their significant powerful influenceon brand loyalty. Outcomes imply that marketer should, initiate,inter alia, and implement compelling pricing, packaging andbrand awareness in order to heighten consumers’ brand loyalty tothe company’s products. Future studies should be expanded toother new selling environments and product class.In this publication, the methods ‘categorizing’ and‘perceptual mapping’ have been compared as approaches for therecognition of definite and explicit cues that affect consumerperception of dairy products on the basis of design of packaging .Both perceptual mapping and categorizing have been determinedto be simple, useful, and user-friendly methods to specify thepackaging design cues that persuade the perception of dairyproducts. It has been founded that a large extent of everydayroutine decision making is built without intended awareness,particularly for fast-moving consumer goods, where the level ofproduct involvement is very small.(Gelici-Zeko, Lutters,Klooster, & Weijzen, 2013)The packaging ensures the people that the product isoriginal and genuine means that the product is new and unused.Although producer used the packaging as an objective for theconvenient delivery, for the safety purposes and also used as amedium of sale promotion. Packaging define information aboutproduct like when it was made, where it was made, , what itcontains, and how it to use etc. another important factor is valuewhich highly influence the consumer purchasing decisions.Packaging boost the value of the product or double the value ofthe product e: g the people pay extra for packed product ratherthan for unpacked product.(SHAH, AHMAD, & AHMAD, 2013)(RUNDH, 2013)Worked on the different aspect ofconsumer buying behavior on the different place of Pakistanimarket. They found that packaging is important factor for theconsumer buying decision and communication of informationabout the product. Packaging displays whole of the informationregarding any product like where they are manufactured, who arethe manufacturer, what are ingredient, what are their weight,when was made, types etc. The packaging elements like (color,size, design, labeling, material,) are extremely important forproduct, keep customer satisfied and for the manufacturer whoused printed information in packaging as a product promotioncompared with that of very expensive advertisement.METHODOLOGY:In the current study I have collected data through primarysources. Self-structured questionnaire is used to collect data andquestionnaire was distributed to all users, buyers and deciders ofFMCG having different education level and age. Sample size is250. To make analysis of data I have used SPSS software to findthe influence of brand packaging elements on consumer buyingbehavior and to determine whether any change in packagingchanges the consumer buying behavior or not.RESEARCH MODEL:www.ijsrp.org
International Journal of Scientific and Research Publications, Volume 5, Issue 11, November 2015ISSN 2250-3153DATA SOURCE:Data used in this research paper is based on primarysources only.DATA TYPE:The data used in this research paper quantitative in nature.Self-designed closed ended questionnaires were administered togauge the preferences of respondents. The questionnaires wererated on the 5 point likert scales with 1 for definitely not and 5for definitely yes. The questionnaires were administered onlineas well as offline to seek responses.TARGET POPULATION:Target population involves the users, deciders and buyersof FMCG products. The users include the old and the youngpopulation. The deciders and the buyers mostly include the housewives who are the major buyers of FMCG products.593Sample size of my research is 250 .120 was distributedonline, out of which 99 was received back. 130 were distributedmanually to different respondents at different location, out ofwhich 118 were received back. Accordingly, out of 250, 217questionnaires were authentic for research study.SAMPLING TECHNIQUE:The Simple random sampling technique is used in thisstudy in which all types of users of FMCG products were freelychoose to fill questionnaire.BAR CHARTSBar charts are a type of graph that is used to show andevaluate the number, frequency or other measure (e.g. mean) forvarious discrete categories of data.SAMPLLLE SIZE:DATA ANALYSIS:COLOR OF PACKAGING MATTERS CUSTOMER IN PURCHASE OF PRODUCTValidMissingFrequencyPercentValid PercentCumulative Percentdefinitely not198.78.88.8probably not3717.017.125.8possibly6328.929.054.8probably yes5123.423.578.3definitely srp
consumer buying behavior. Namely, to check how consumer perceives and values colors, shape, size and labeling of the package. To know how color of packaging matters consumer in purchase of product. To estimate the preference of consumer for the product packaging having attract
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