SAMPLE OF RESEARCH PROPOSAL

INFLUENCE OF PACKAGING OF FMCG PRODUCT’S BUYING BEHAVIOUR ON

CONSUMER PREFERENCE IN MADHYA PRADESH

INTRODUCTION TO PROBLEM STATEMENT AND PURPOSE OF STUDY:

The purpose of sample research proposal is to “Influence of packaging of FMCG products

buying behavior on consumer preference in Madhya Pradesh”. Many researchers research on
this but no one get success so we

LITERATURE REVIEW: Parmar and Deliya (2018) Mr. Mitul M. Deliya & Mr. Bhavesh J.
Parmar is of the view that packaging could be considered as the most valuable tool in marketing
communications. Packaging reaches the consumers much easily than advertising and it helps in
setting a brand apart from its competitors. But it cannot be said that there is 100% positive
relationship between packaging and product quality. Product Quality also plays an important
role in satisfying consumer needs.

Jusuf Zekiri, Vjollca Visoka Hasini is of the view that packaging elements represent a good
means for marketing communications as the consumers value the descriptions given on the
package. The color as well as other packaging elements helps consumers in differentiating their
favorite brands from other brands. The information in the label helps in sales promotion and
establishing a brand image and identity.

Chandler Slavin is of the view that appealing package represents as a source of value to
conscious and intended consumers. It may lead them to think that the value offered by their
favorite brands are much higher than that of the competitor brands. It also serves as a motivator
for purchasing to consumers.

Siddique Hussain, Saadar Ali, Muhammad Ibrahim, Amna Noreen, Sayed Fayaz Ahmad is of
the view that Marketing and business should have greater attention towards having a good
packaging for the product because a poor packaging will face the problem of product failure.
Packaging is an important element of consumers purchasing behavior.

Shaista Kamal Khan, Fakhera Rehman, Farah Sultan, Komal Rashid is of the view that
Packaging is also known as communicative tool which is to treat carefully. Packaging has a
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greater reach than advertising does. Most of the consumers likes the quality of the product, after
the desired packaged products is purchased. They also emphasize that poor packaging results in
product failure.

WHAT IS BUYING BEHAVIOUR ON CONSUMER PREFERENCES: Consumer

preference is defined as the subjective tastes of individual consumers, measured by their
satisfaction with those items after they've purchased them. This satisfaction is often referred to
as utility. It is important for marketers to study consumer behavior. It is important for them to
know consumers as individual or groups opt for, purchase, consumer or dispose products and
services and how they share their experience to satisfy their wants or needs.

What is packaging: packaging has become itself a sales promotion tool for the organizations.
The consumer’s buying behavior also stimulated by the packaging quality, color, wrapper, and
other characteristics of packaging. Packaging is a whole package that becomes an ultimate
selling proposition, which stimulates impulse buying behavior. Packaging increases sales and
market share and reduces market and promotional costs. According to Rundh (2005) package
appeals consumer’s attentiveness towards a certain brand, increases its image, and stimulates
consumer’s perceptions about product. Furthermore, packaging conveys distinctive value to
products (Underwood, 2003; Silayoi, & Speece, 2007), packaging works as an instrument for
differentiation, and helps consumers to decide the product from wide range of parallel products,
packaging also stimulates customer’s buying behavior (Wells, Farley & Armstrong, 2007)

Previous researches show that there is no agreement on overall classification of packaging

material and package elements. There is also disagreement regarding the methods of package
impact on consumer’s buying behavior decision. Several researchers attempt to examine all
potential elements of packaging and their effect on consumer’s buying decision (Butkeviciene,
Stravinskiene, & Rutelione, 2008), however others focus on distinct elements of packaging and
their influence on consumer purchasing behavior (Ampuero & Vila, 2006; Madden, Hewett, &
Roth, M, 2000; Underwood, Klein, & Burke, 2001; Bloch, 1995). Furthermore, some
researchers explore the impact of packaging and its features on consumer’s whole purchase
decision (Underwood, Klein, & Burke, 2001), whereas, some others – on each step of
consumer’s decision making process (Butkeviciene, Stravinskiene, & Rutelione, 2008).

Objective of packaging: To Find Out the effect of packaging on the buying behavior decision.

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• To check the effect of packaging elements on the buying behavior.

• To measure the relative impact of each packaging element on the consumer.

• To identify the elements, which should be highlighted while design the packaging.

Types of packaging:
The Historical Development Packaging: In ancient times, food was produced and consumed
locally so there was no need for packaging. But as the civilizations grew, the need to contain,
protect, and transport food supplies became critical. Primitive man used vessels and containers
made of natural materials in form of tree leaves, bamboo, lotus leaves, palm leaves, gourds,
coconut shells, shells and animal skin. Later, as minerals, ores and chemicals were discovered,
metals and pottery were developed leading to use of new materials including fabrics, ceramics,
metals, lacquerware, wood ware, jade ware, and certain types of paper.

Product packaging plays several important functions which enable commerce and trade. The
functions of modern-day packaging go beyond containing, protecting and preserving products.
It also includes functions to communicate, promote and transact products. Packaging provides
several visceral cues designed to affect consumers perception of the product and influence their
behavior.

These functions are considered normal today, but it took over 150 years for product packaging
to evolve into a carefully designed artifact that integrates multiple functions of commerce into a
thin film wrapped around products. Growing competition and continuous technological
innovations have shaped the evolution of packaging since 1860s.

As we researched key technology and material innovations during this vast period, it became
evident that these developments revolved closely around cultural phenomenon and consumer
behaviors prevalent around given time periods. So we sectioned our analysis across 6 time
periods and mapped the technological developments against cultural developments.

This approach provided unique lenses to look at the history of packaging and revealed very
interesting perspectives on where things stand today and how we can design better for the future
of packaging.

Findings:
• 66.7% of the consumers purchase Convenience products, 30.8% purchase Shopping products and 2.5%
purchase unsought products.

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• 39.5% consumers purchase daily, 36.8% consumers purchase on a weekly basis, 10.5% consumers purchase
on a monthly basis and 13.2% of consumers purchase on a quarterly basis.

• 28.2% give priority to Brand name while purchasing the product while 7.7% consumers provide priority to
Packaging, 5.1% to Advertising and 59% give priority to all the factors.

• 48.7% of consumers prefer a convenient packaging while 41% prefers to have an eco-friendly packaging and
10.3% prefers to have attractive packaging.

• 53.8% of consumers do not prefer to purchase a product with defective packaging, 20.5% strongly disagree,
23.1% neither agree nor disagree and only 2.6% agree to purchase a product with defective packaging.

• 41% of the consumers strongly agree to prefer paper packaging, 38.5% Agree, 17.9% neither agree nor
disagree and only 2.6% of consumers strongly disagree

The Demand Packaging: Demand of packaging is increasing day by day because people are now a days
more relay on packed food. And they want that type packaging which can’t affected the product, so consumer
want follower attribute on packaging

SUSTAINABILITY: Factors that impact the production of packaging for food and beverages include not only
the quality of the food, but also environmental considerations. As well as avoiding food losses – which is, for
instance, the focus of the Save Food initiative –packaging manufacturers are increasingly using materials which
are either recyclable themselves or which are made from renewable resources that can be recycled after use.
Moreover, it reduces production costs and boosts a company’s image.

CONVENIENCE
Another major aspect is convenience. Customers want to have packaging that is easy to handle: bags
which can be opened without hassle while driving, microwavable boxes and ready-to-eat dishes in
grease-free foil are just as much in demand as packaging sizes to suit single people, large families and the
elderly.

MATERIALS AND PACKAGING STRUCTURES: Another area where major demands are made on
manufacturers of food packaging is the legal side. No hazardous components must touch the food within the
packaging, the flavor must remain unaffected, and the food must not change its original appearance and taste.
Whereas frozen food usually requires no more than one or two layers, the risk of migration in a fresh product
rises with its fat content. Acidic food items that need to have a long shelf life should be pasteurized or sterilized,
using heat. And, of course, the food must not cause any discoloring in the packaging. High-quality films serve
to protect a product during transportation, distribution and use.
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