effects of packaging on consumer behaviour in …ijrar.org/papers/ijrar_222625.pdfindustry for it...

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EFFECTS OF PACKAGING ON CONSUMER BEHAVIOUR IN FOOD

INDUSTRY SECTOR

Swastika Meshram

[email protected] MBA, Marketing, MIT World Peace University, Pune, India

Vanya Bhadauria

[email protected] MBA, Marketing, MIT World Peace University, Pune, India

Vipashyana Mate

[email protected] MBA, Marketing, MIT World Peace University, Pune,

India

ABSTRACT

The aim of this study is to determine how Packaging Effect consumer buying behavior in the

Food Industry. Consumer buying is mainly based on the packing. Like packaging style, Color,

Material, Design, Background, Wrapper, Image, Front, Printed Information. Because, of all

these elements attracts the consumer towards the products as well as the Brand as a whole.

Mainly small children women get more attracted to packaging. Most of the people identify the

brand from its package. Packaging is not only is to attract the people it is also for the safety of

the product. And nowadays packaging is a necessity for the product Especially, for the Food

Industry for it the quality of the packaging matters a lot and should be Eco-Friendly. This study

is conducted keeping in consideration the necessity, importance, elements and benefits of

product packaging and the substantive effects it can have on the product purchase decision for

consumers and the brand. The study is conducted with the help of a secondary research design.

From result We came to understand that packaging really influences the patron while

purchasing a product. According to this research, we revealed that the majority of consumers

just like the product quality after they purchased their desired packaged products. Assisted

those facts, we cannot say that there's a 100% equal connection between good package and

good product quality, but there's a positive trend about simplistic packaging showing high

product quality. There is, no doubt, an increasingly important role of packaging as a strategic

tool to draw in customer’s attention and their perception of the merchandise quality in the

purchase of food products. packaging still matters in 2020. In some ways, it might even matter

more than it did in the past.

KEYWORDS: Effects of Packaging on Consumer Buying Behavior, Food Industry Sector

mailto:[email protected]



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2 EFFECTS OF PACKAGING ON COUNSUMER BEHAVIOUR IN FOOD INDUSTRY SECTOR

INTRODUCTION

Packaging look to be one in each of the foremost necessary factors in purchase picks created

at the aim of sale (Prendergast and Pitt, 1996). Packaging is equally a key nutrient attribute

perceived by shoppers. there is not any escaping the particular indisputable fact that packaging

performs dealing operate, whether or not or not or not or not or not or not a corporation does

not expressly acknowledge the dealing aspects of packaging. to boot, with the move to self-

service retail formats, packaging will increase its key characteristic as a result of the worker on

the shelf at the aim of sale. shopper decision-making is commonly created public as a mental

orientation characterizing a consumer’s approach to making selection (Lysonski et al., 1996).

Intention to urge depends on the degree to it shoppers expect the merchandise to satisfy them,

once they consume it (Kupiec and Revell, 2001). however, they understand the merchandise

depends on communication components, which become the key to success for many dealing

that} within which inside which. color is probably the one most significant in and of itself tons

as a result of the planning of multisensory product packaging is anxious. It plays a key role in

capturing the attention of the consumer in-store. In several classes, though, color is used to

conduct data to the buyer one or a mix of product’s distinct properties (e.g., vogue or flavor,

say), rather than to prime altogether entirely complete different additional abstract whole

attributes (such as, as degree example, premium, natural, or healthy). However, packaging

color can have an impact on the customer’s product expertise conjointly. The importance of

packaging vogue that the role of packaging as a vehicle for shopper communication and

disapproval unit primarily growing. to understand communication goals effectively,

information regarding shopper science and perception is implausibly necessary therefore as

that makers understand buyer's responses to their packages. This paper aims to analyze this

issue.

HISTORY

Packaging as we all know it today has been the result of a protracted development process. it's

an industry that has been around since the start of man. In times of yore, packaging was wont

to transport, assist, store or protect items using natural materials like leaves. within the time of

life, wooden barrels were the foremost common thanks to store goods. Within the 1900s, paper

and cardboard became more important packaging materials. As our world continued to evolve,

so did the packaging. nowadays, packaging plays a primary role in consumers purchase

decisions. It’s a marketing tool that has a straight influence at a point-of-purchase. Packaging

is an industry that proceeds to be sculpted and formed to suit current trends.

HISTORY OF PACKAGING

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Industrial revolution

It produced a sudden desire for more reliable products as trade flourished and more goods

became accessible to consumers.

The Great Depression

It marked the rise of supermarket culture and it drastically changed distribution and

consumption patterns worldwide

RESEARCH STATEMENT

The aim of this study is to find out the Effects of Packaging on Consumer Buying Behavior in

Food Industry Sector, its Importance and role it plays in the Consumer Decision making

process.

REVIEW OF LITERATURE

(M. Estiri, 2010) Information on the package influence the purchase decision of food

products to a great extent. The customers involved in the study prefer to judge food

product performance by reading the label if they were considering products more

carefully. Rightly delivered information on packaging creates a strong impact on the

consumers’ buying decision. This information creates product credibility. The results

of this study concluded the fact that food product buyers pay special attention to packing

attributes while they are in a need of a specific product. The results show that labels on

the food package considered to be the most important elements at this stage. The study

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uses descriptive research and the questionnaire formed to determine the purchase

decision of the consumer in it the demographic variables are taken into consideration

such as Gender, Age, Education and further the parameters of post-purchase, purchase

and pre-purchase decisions are taken into consideration.

(Ike‐Elechi Ogba, 2010) Says that packaging does affect the product preferences of children.

And children are particularly interested in influencing the purchase of unhealthy foods

Products. However, parents involved in the study claimed that they did not shelter their

children's requests for the purchase of unhealthy food, which contradicts evidence from

previous findings. The research aims to investigate and explore the effect of packaging on

children's product preferences and their ability to influence parents' purchase decisions in‐store.

A Quantitative approach and Questionnaire were formed and the research basically involves

the perspective of parents rather than children as they are the final decision-makers to purchase

the product for the children. The conclusion of this research is also important when considering

the future of children's food marketing and tackling the problem of childhood obesity.

(CharlesSpencea, 2018) says packaging color can affect the customer’s product purchase

experience immensely. A growing body of empirical research shows that packaging color

affects the product from the perceived taste and flavor of FMCG products to the fragrance and

personal care items. Packaging color, plays an extremely important role at several stages of the

consumer’s product buying experience.

(Pinya Silayoi, 2007) The research investigates and examines these difficulties exercising a

conjoint study among consumers/respondents for packaged food products in Thailand, which

is supposed to be a very competitive packaged food product market. There is a strong

segmentation involved in which packaging elements are considered to be the most important

by customers. Some consumers are mostly oriented toward the visual, while a small sample

focuses on product detail and information provided on the label of the package. Segmentation

attributes based on packaging feedback which can provide very useful information to help

marketers maximize the package's impact in people’s minds, perception and purchase

behaviour.

(Sabeehullah Shah, 2013) concluded that the finding of their research packaging role and its

influence on consumer buying behaviour shows the following results. From their research they

concluded that packaging is an essential element that highly influences consumer buying

behaviour. Packaging portrays information about product. Their research discovered that the

packaging elements are the most important factor to influence the consumer’s buying

behaviour decision. Producer used printed information in packaging as a promotion tool for the

product and the brand as compared to the used highly costly advertisement. The research is

performed by using research techniques for data collection such as sampling and questionnaire.

(Ahmed Rizwan Raheem, 2014) Analysed that the importance of its separate elements for

consumer’s choice shows the impact of packaging and its elements on consumer’s buying

decision. For it the main package’s attribute has segmented by the visuals, colour, size, quality

and material of packaging are considered, wrapper design, innovation while labelling,

producer, country-of-origin and brand are considered as important ones. The study has been

Empirically tested the proposed research model, package elements, which are having a

particularly strong impact on consumer choice. This Research has found that different

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packaging cues impact how a product is perceived in the mind of consumers. Aspects such as

packaging colour, typography, illustrations and graphics can impact how a product is

perceived. According to this research, it is concluded that most consumers like the product

quality after they purchased the packaged product. But with changing environment and

dynamic tastes and preferences and trends in the market about well-designed package shows

high product quality.

According to (Jusuf ZEKIRI, 2015) their study collected data using Descriptive Statistics and

structured questionnaire. Their study concluded that the packaging elements represent a good

means of marketing communications directed to consumers, as they value the elements that are

embodied on the package. The packaging colour helps consumers to determine their favourite

brands, and helps to attract consumers’ attention and interest. So, colour and packaging

elements makes the marketing offer more eye-catching and attractive, and also to differentiate

it from other products. Consumer takes label as the most valuable part, because they can get

all the necessary information related to the product in the label itself as well as it helps

companies promote the product. From the empirical evidence, the label on packaging

represents an important component which can also support marketing communication

strategies of firms, set up brand image and identity. Label contains all the information related

to the product quality, price, and description which help customers identify the product and

facilitates the purchase decision. The obtained results also show the language on the package

impacts consumer behaviour. Bringing innovation in the packaging design also increase the

value of the product in the consumer mind. From the empirical findings both practicality and

innovative packaging are important during the buying process since it gives value to the

product. The findings show that the following factors such as, the quality of the packaging

material, Innovation and practicality, and the design seem to be the most important on product

and brand selection during decision making process.

(Parmar, 2012) says their study involves descriptive analysis, sampling, scattered plots and

correlation. According to their research, they found out most consumers prefer product quality

after they purchased their desired packaged products. As people are becoming more

demanding, packaging has been gradually shown its important role to serve consumer by

providing information and delivering functions. With its ease to communicate, role of

packaging is increasingly getting important as a strategic tool to attract attention and their

perception on the quality. Researcher believes that culture difference does have an impact on

companies’ initiatives to design the product package, for instance, during our research; the

choices of packaging colours are quite different between the West and Far East. Thus, they

concluded that it is important for international firms to take consideration of culture differences

when they design the product package.

(Nawaz Ahmad, 2012) says that women in general are well aware of the importance of

packaging. They want it to be attractive, easy to handle, differentiable form competitive

products. Labelling is described to be an important legal document as it expresses the reliability

of the product. Research into packaging has found that different packaging cues affects

perception about the product or brand. According to their research, they found out that colour

of its packaging is the most significant and important characteristic, followed by the image on

the packaging. It was also found that the colours of packaging are the most important and

significant feature at 1%, followed by a picture or image of the purchasing which is significant

at 10%. packaging performs an important role in marketing and encouraging or even sometimes

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discouraging the consumer from buying a product, especially at the point of sale or at the time

when a consumer is choosing from among different brands of similar products type. This could

be treated as one of the most important factors influencing a consumer’s purchase decision,

they have collected data through primary sources in the form of survey and questionnaires.

(Chaudhary, 2014) Analyzed that Packaging become a significant factor at the point of

purchase or the consumer, the companies can use the innovative packaging material to attract

more and more customer and to increase their profit. The data are analyzed using several

statistical techniques to test the mentioned hypotheses. Descriptive statistical measures are used

to describe the study’s sample characteristics. Multiple regression analysis is used to find the

effect of the independent variables on the dependent variable. It was found that all the

independent variables had a significant result on Indian consumer's perception of product

quality at the purpose of purchase. It was found that there is an important effect of "The role of

packaging in protective the product and consumer" on Indian consumer's perception of product

quality at the purpose of purchase. Studies show that protecting the product and shopper could

be a key and vital role or operate for the packaging. Increasing attention is drawn to specialize

in package safety particularly for medicine, home cleaners, and different product that square

measure doubtless dangerous, significantly to youngsters.

(Siahdashti, 2019) The results of research showed that how consumers perceive of the value

of products that are packaged through communication elements affects their decision.

Today's consumers are not only looking to buy things that are practical for them, but also,

they are trying to meet some of their psychological needs. The visual attraction in packaging

tend to attract the attention of consumers and help them into understanding diverse products

ranges and brands. these perceptions affect consumer buying decisions. It is clear that

consumers are aware of packaging-based products. Attractive and Charming graphics and

colours lead to a long-lasting effect on consumer buying decisions. It is recommended that by

addressing the structure and type of packaging, physical aspects and long-term

communication with the client, we encourage him to succeed and thus increase market share.

The structure and packaging should also be studied continuously for better results and

consumer’s satisfaction.

(Mehmet, 2014) The results indicated that glass packages attracted the consumers with their

protective structure, transparency and healthy nature, whereas plastic and paperboard

packages attracted the consumers with their resistance to physical impacts and easy-to-use

abilities. The majority of consumers checked the labels to get information, however,

consumers indicated that label content was hard to understand. Production, best before dates

and ingredients were identified as important information on the labels by consumers. Fat

content was chosen as the most important part of labels by female consumers, whereas male

consumers were more concerned about the protein content. Participants indicated that low

price and special offered products were setting the basis for their unplanned shopping. The

obtained results confirmed that packaging attributes and labels were the most important

factors that might affect consumers’ buying behaviours.

THEORITICAL FRAMEWORK

Consumer Behavior

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Consumer behavior is the set of factors deciding on the Buying decision. It's basically what

they expect from it and how do they choose it. In the measurements of the consumer behavior,

the number of recurring customers can be seen, the season of purchase or response to changes

in the product design.

Packaging

The science, art and technology of enclosing or protecting products for distribution, storage,

sale, and use is packaging. It also refers to the process of designing, evaluating, and producing

packages (wikipedia packaging and labeling, n.d.).

(Hamilton, 2020) When people think about buying a product or service today, they often

overlook the importance of packaging. They might even think that packaging is all but obsolete

today. After all, many people buy everything they need online. In reality, packaging still

matters in 2020. In some ways, it might even matter more than it did in the past.

Product Packaging Design includes several features-

• Colour

• Brand name exposure

• Labelling

• Print finish variant

• Added value

• Structural Design

• Typography

• Image

• Symbols

• Material

• Shape

• Durability

Many successful and Top brands conduct research concerning their customers' behaviour. The

way they interact with the product, what do they appreciate and what causes them to look for

substitutes

The key in terms of packaging research:

1. Packaging solving a problem.

2. Altering the aesthetic experience- To show innovation in the product to stand out from

the crowd as a new variation or an experiment will attract more audience.

3. Transparency in communication- Labelling and all other information (including the

shape design itself)

4. Back-to-basics packaging.

5. Social impact & sustainability- Make sure the packaging is eco-friendly.

6. Become local- Acting locally requires a local approach to the packaging too. Which

helps to make customers more loyal.

7. Spontaneity

8. Anticipation

9. Emotional Response

10. Compulsion

11. Image

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12. Synchronicity

13. Subconscious Influence

when designing packaging, Things to consider:

• To convey Brand attributes.

• Brand elements including colours, fonts or logos.

• Display of the product such as on a shelf, in a bin, in a rack, etc.

• Where the product will be placed and shown- online, in a retail store or both.

• Competitors

• Target audience.

• Legal requirements related to packaging.

• Whether the packaging serves as part of the product or storage for the product.

Benefits of Packaging

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Types of Packaging Category Materials & Used

Primary Packaging Laminated Pouches polymer sheets or

metallized plastic

sheets that have an

extra layer of

laminating plastic

used for retail

packaging of

goods.

Plastic Containers High Density

Polyethene used for

food packaging,

packaging

medicine, oil and

lubricants,

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chemicals, and

beverages.

Tin Cans used in packing

aerosol sprays such

as insect repellants,

lubricants, or

perfumes. Lighter

fluids and other oils

often come packed

in tin containers.

Dry food such as

cake, biscuits,

health drink mixes,

tea leaves, or

coffee

Paper Bags These multiwall

bags can be used

food products or

construction

materials.

Retort Pouches used to pack high

caloric, fully

cooked, frozen

MREs (Meals,

Ready to Eat).

Retort pouches can

withstand high

temperatures pack

other raw food

items.

Composite Cans used for Pringles

are composite cans.

Other similar dry

food items, such as

biscuits, health

drink malts, and tea

leaves.

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Glass Containers used to pack

carbonated drinks,

juices, alcoholic

drinks, and also

milk. It is ideal for

storing chemicals

in laboratories. also

used in retail

packaging of jam,

jelly, pickles and

sauces – food that

is acidic in nature.

Cling Film used to wrap food

and plastic

containers to keep

perishables fresher

for a longer period

of time. Is also

used widely in

bakeries to wrap

bread and related

food products.

Secondary

Packaging

Plastic Creates Departmental stores

use plastic crates to

store fruits,

vegetables, grains,

seeds. Beer bottles

and milk bottles are

also bundled using

plastic crates. also

used in the textile

industries, fisheries

and

pharmaceuticals.

Plastic Trays used in

departmental stores,

retail stores, shops.

Such trays are used

in agriculture and

horticulture too,

where saplings or

fruits and vegetables

are stored

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temporarily in these

trays.

EPS Trays used for packaging

raw food materials,

such as meat or

fruits. Using a cling

film, the product

can also be made

airtight.

RESEARCH METHODOLOGY

Research methodology is the science of systematically solving a research problem. Often

recognized as how a research is to be done scientifically, research methodology involves the

learning of the various techniques we can use in the conduct of research such as the conduct of

tests, experiments, surveys and critical studies. (PEDIAA Difference between research methods and

research methodology, 2015)

The Aim of this study is to find out the effects of packaging on consumer buying behavior in

food industry sector. To achieve this, the research method adopted is Secondary Research

Design through the help of website, Research Journals, Books, Newspapers and Magazines etc.

Findings

From the Research study We came to understand that packaging really influences the patron

while purchasing a product. we revealed that the majority consumers just like the product

quality after they purchased their desired packaged products. Supported those facts, we

cannot say that there's 100% equal relationship between good package and good product

quality, but there's a positive trend about simple package showing high product quality.

While the findings also show that labelling of a food package are the most important

elements at this stage. Which coincided with (M. Estiri, 2010) who believes that Rightly

delivered information on packaging creates a strong impact on the consumers’ Buying

decision. This information creates product credibility. According to (Nawaz Ahmad,

2012). Labelling is described to be an important legal document as it expresses the reliability

of the product.

Meanwhile when the Quality and labelling is considered to be an important part in packaging

in food products. Colour of the product plays the most crucial role as specially in India the

customers mostly remember the name of the product through colour for example with “lays

potato from Frito lay” remembered by its colour such as ‘green’ for ‘cream n onion’ and so

on. It shows that a strong visual impact is created with the help of colours specially for food

products. It was found that color and looks has most of the impact on consumer’s purchase

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decision. According to (Jusuf ZEKIRI, 2015) The packaging colour helps consumers to

determine their favourite brands, and helps to attract consumers’ attention and interest.

The conclusion is taken from this research study is that how important role packaging plays

in decision making. Specially for food products visual effects and packaging plays an

important role because consumer’s basically in India have a perception that if the product

looks good then it may also taste good. Therefore, increasing the sales and have increase

brand visuality.

Challenges

• Work of packaging of product

To find the perfect balance between richness of product and its functionality. The product

should be graceful and attractive to grab the consumer towards the product. And in another

side functionality design is also important and requirement of consumer.

• Important things that have to know before creating packaging

Before starting the packaging, we have to know their product and their market to create the

package. By understanding about before packaging there negative and positive can be study.

To make best of new packaging invention. Not only we have to do study of the product but

also of the consumer of that product.

• Best approach to delivering on challenges

Team work can make best from it. Packaging experts are also important. And the creativity and

the quality of the packaging.

Future scope

Future scope for the packaging is bright. Because consumer is positive toward the packaging

of that product. Packaging is a major part of commercial success of any commodity worldwide.

The success of the business depends on how the packaging is. Packaging is an effective tool

for marketing. It is not just about wrapping of the product or protecting of the product. It is also

about creating an image for the product that it encloses and attracting the customers.

It is predicted that the Indian packaging market in the world will become the fourth largest

market in the world. Career in Technology Offers a Global Platform and Packaging Science.

Global packaging market is expected to a expand up to US$975 billion by 2018 and grow at

the annual rate of the 4%. Asia alone has potential to the represent over a 40% of the global

demand. There is an increase in the demand for flexible packaging. The presently flexible

packaging is a growing @ 4% amounting to the more than a 16 million tons and with value

exceeding US$ 50 Billion. Such enormous growth will be observed in the world market will

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be definitely provide the new creative path for the student’s career. Such global opportunities

for students will help to the prosper of the future of packaging industry.

Conclusion

We came to understand that packaging, and various packaging elements like Quality,

Labelling and Colour of the product really influences the patron while purchasing a product.

And shows how important role packaging plays in decision making. Specially for food

products visual effects and packaging plays an important role because consumer’s basically

in India have a perception that if the product looks good then it may also taste good.

Therefore, increasing the sales and have increase brand visuality.

According to this research, we revealed that the majority consumers just like the product

quality after they purchased their desired packaged products. Supported those facts, we cannot

say that there's 100% equal relationship between good package and good product quality, but

there's a positive trend about simple package showing high product quality. There is, no doubt,

an increasingly important role of packaging as a strategic tool to draw in customer’s attention

and their perception on the merchandise quality.

References

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effects of packaging on consumer behaviour in …ijrar.org/papers/ijrar_222625.pdfindustry for it...

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