Presentation

On
Effect Of Packaging Material And Design On Consumer Buying Behavior With
Reference To Dairy Product In Allahabad District

SUBMITTED TO SUBMITTED BY
DR. AMEESH J. STEPHEN AMRITA KUMARI
(ADVISOR) (17MBAAB094)
 INTRODUCTION
• A consumer is a person who purchases goods and services for personal use. “Consumer
preferences” is a marketing term meaning a consumer likes one thing over another. For
instance a trend may indicate consumers prefer using bottle type of packaging over packet
type of packaging for milk.

• Packaging performs a central role as a medium in the marketing mix, in specifying the
character of a products, in promotional campaigns, as a pricing pattern, and as a tool to
create self-impact. Packaging is usually considered as the most utmost form of advertising at
the very crucial point of entire in the journey of purchasing: the point of purchase. “It
reflects the level of creativity, innovations, modernism, cutting-edge, qualities the brand
might possess.

• Dairy industry has crucial importance to India. The country is the world’s largest milk
producer, accounting for more than 13% of the world’s total milk production. Dairy products
are a major source of cheap and nutritious food to millions of people in India and only
acceptable source of animal protein for large vegetarian segment of Indian population,
particularly among the landless, small and marginal farmers.
 SIGNIFICANCE OF THE STUDY

• As the Uttar Pradesh is one of the large producer state of milk.

• this study aim to focus on how the size and packaging material influence the
consumer preferences in perspective of dairy products.

• Study could provide the most preferable size and packaging material of the dairy
product by the consumer which include the elements of packaging.

• Study could be useful for the industries to segment the market on the basis of this
report.

• This therefore, is a descriptive study, which determine the criteria used by the
consumers in purchasing of dairy products in perspective of packaging material
and size, and design so that the result could be useful.
 OBJECTIVE OF THE RESEARCH

• To determine how the packaging of the dairy product influence the

consumer preferences.

• To assess how the Design of the packaging of dairy product attracts

consumer.

• To measure the relative importance of packaging labeling for the

consumer.
 KEY TERMS DEFINED

Consumer Buying Behavior

Process by which individuals search for, select, purchase, use, and dispose of
goods and services, in satisfaction of their needs and wants

Packaging
Packaging can be defined quite simply as an extrinsic element of the product.
Packaging is the container for a product
Stages of the Consumer Buying Process
 PACKAGING

What is packaging?

• Packaging refers to the process of designing

the package such as containers, wrappers etc.
It plays a very significant role in the marketing
success or failure of many products especially
for non durable consumer products.

• Packaging can be defined quite simply as an

extrinsic element of the product. Packaging is
the container for a product
Objective Of Packaging
 RESEARCH METHODOLOGY

Methods of data collection:

1. Primary Data: Data which is collected through self-structured questionnaires.

1. Secondary Data: Data which is collected from past newsletters, journals or from the background of
the research topic.

Study location:

Allahabad district

Number of respondent:

100
Sampling technique:

The Simple random sampling technique is used.

Type of the study:

This study is of Descriptive type which focuses on the criteria used by the consumer for purchasing of dairy
products in perspective of packaging material, size and design.

Type of data:

The Data used in this study is quantitative in nature. The questionnaires were rated on 5 point likert scale with 1 for
definitely not and 5 for definitely yes.

Bar chart:

Bar charts are a type of graph that is used to show and evaluate the number, frequency or other measures for
various discrete categories of data.
 DATA INTERPRETAION

Category Sub-category Size

Gender Male 60
Female 40
Age (year) 15-25 70
25-35 12
35-45 18
45-55 -

Size of Family 1-2 32

3-4 26
5-6 32
 RESULTS AND DISCUSSON
The above data analysis results in:

• Packaging is necessary element for the Dairy products as the texture of Dairy products is very smooth.
Packaging makes easy to carry Dairy products.

• Packaging helps consumer to identify the required product in any situation like color, shape, design etc.

• Most of the people are attracted by the color of the packaging. Right tone of colors that delivers clearly the
message of your product then it will influence consumer buying behavior and consumer will purchase that
product. Furthermore color influences consumer everyday of purchasing; it can strike consumers economically
and psychologically. Color acts as human mind, bodies, and emotions.

• Trend in the chart reflects the idea that mostly consumer want a product that have attractive shape, and which
are easy to use and carry. It also implies that using attractive packaging shape can capture customer attention. So
attractive packaging shape can make a brand unique. Shape increases the value of physical appearance of a
brand and intensifies its aesthetic components.
• Packaging sometimes misguide buyer or sometimes it confuses the consumers. As the color the of the two
product is same and the shape so it sometimes lead to wrong products.

• Data shows that package size, that is one of the utmost accessible and easy-to-process product cues to which
customer are exposed, cam have significant impact on consumer buying pattern. Size of packaging affects in
various ways like adequate packaging, need of the customer, price factors and availability of the product in the
area,

• Labeling delivers the information of the dairy products properly can hold powerful influence on consumer.
Information regarding date of manufacture, expiry date, ingredients, methods of use, price etc. are very helpful
in using or choosing new brand and accessing new brand. It helps to avoid unwanted things.

• Strong should have well packed product with good quality of packaging material and design. Data shows that
by seeing a good packaging and quality packaging consumer take the product as good and strong brand, for
example Amul is a strong brand and its packaging is well packed according to the brand image.
• The trend in graph shows that most of consumer choose that product which packaging can be
used as container later, in the survey all the female have answer “ yes definitely” as female have
tendency to utilize anything effectively. Packaging which can be used as container is easy to carry
and use.

• As the questionnaires are distributed mostly among student, most of the consumers take
‘Labeling’ as the most aesthetic element of the packaging followed by quality of packaging
material. Labeling provide information about product, brand and its quality so it helps consumer
to choose the best brand.
 RECOMMENDATIONS

• This study recommends that Packaging is the most important part of the product. It influences the consumer behavior
according to the color, size, material of packaging, labeling etc. Packaging should be in such a way so that it attracts the
consumer and make an impact on consumer. This study discussed many factors which are used by the consumer in
preferring specific brand or products. According to the study packaging material and labeling are the most aesthetic
element of Packaging so the packaging material should be of good quality, labeling should be clear so that consumer
can understand.

• As packaging attracts consumer, packaging should be different for different consumer according to their age, group,
professions, income etc.
 LIMITATIONS

• Although this study was prepared carefully, the period of time is not sufficient for the
researcher to observe large number of respondents from different area of city.

• Faced lack of cooperation by some respondents to questionnaires. Many of respondents lacking

in knowledge. More than 50 percent respondents are students so this study lacks in respondents
from different age group.
 CONCLUSION
• Packaging is the essential and significant factor which largely persuades the consumer buying behavior. It can be
considered as one of the most valued tool in today’s marketing communication acquiring additional detail analysis of
its elements and an influence of such elements on consumer buying behavior. The main elements of packaging are:
color size shape material used, and labeling.

• With the perspective of dairy products, most of the consumer get affected by varieties of color, size, shape, material
used etc. consumer prefer the dairy products which have strong packaging and easy to carry; and the pictures printed
on the packaging attracts the consumer. Consumers who all are conscious for their health, they give more importance
to the labeling which help them to chose the products according to their health.

• Women consumers are influence by the package which can be later used as container, as they have tendency of
effective utilization of resources.