PROJECT REPORT ON
IMPACT OF PACKAGING ON CONSUMER BEHAVIOUR
Submitted in Partial Fulfillment
for the Award of the Degree of Bachelor in Business
Administration
(2026-2027)
Under the Guidance of: Submitted By:
(DR. RAJESH KUMAR) (VILAKSH GIRDHAR)
ASSISTANT PROFESSOR BBA 3RD YEAR
GCCBA SECTOR 50 ROLL
NUMBER-2332116/23
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GOVERNMENT COLLEGE OF COMMERCE AND BUSINESS
ADMINISTRATION, SECTOR – 50, CHANDIGARH
AFFILIATED TO PANJAB UNIVERSITY, CHANDIGARH
SELF DECLARATION
This is to certify that I have completed the Summer Project titled “Impact of
Packaging on Consumer Behavior” under the guidance of “(name of the
guide)” in partial fulfillment of the requirement for the award of Degree of
Bachelor of Business Administration at Government College of Commerce
and Business Administration, Sec-50, Chandigarh. This is an original piece of
work & I have not submitted it earlier elsewhere.
Date: Signature:
Place: Name: Vilaksh Girdhar
University Enrollment No.:
2332116/23
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CERTIFICATE
This is to certify that the summer project titled “Impact of Packaging on
Consumer Behavior” is an academic work done by “Vilaksh Girdhar”
submitted in the partial fulfillment of the requirement for the award of the
degree of Bachelor of Business Administration at Government College of
Commerce and Business Administration, Sec-50, Chandigarh, under my
guidance & direction.
To the best of my knowledge and belief the data & information presented by
him/her in the project has not been submitted earlier.
Signature :
Name of the Faculty :
Designation :
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ACKNOWLEDGEMENT
A formal statement of acknowledgement is hardly sufficient to express my
gratitude towards the personalities who have helped me to undertake and
carry out this project.
It is my profound privilege to express great sense of gratitude and deep
regards to DR. SHASHI WAHI KHULLAR, Principal of Government College
of Commerce and Business Administration; and HOD of BBA department DR.
AMANPREET SINGH SIJHER, my guide DR. RAJESH KUMAR, Assistant
Professor for his exemplary guidance, monitoring and constant
encouragement. I would like to extend my regards to.
My thanks to all the respondents who have taken out their precious time to
provide the primary data collected through questionnaire.
VILAKSH GIRDHAR
BBA III (6th Semester)
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INDEX
SR.
CHAPTER NAME PAGE NUMBER
NO.
1 Introduction 1
2 Literature Review 8
3 Research Methodology 16
Data Analysis and
4 20
Interpretation
5 Findings and Suggestions 46
6 Conclusion 48
7 Bibliography
8 Annexure
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EXECUTIVE SUMMARY
This research work is to study on impact of packaging used for various types of products and use
of packaging as a marketing tool for Verka Milk product brands on consumer behaviour. In
nowadays competitive marketing environment the role of package has changed due to increasing
self-service and changing consumers’ lifestyle. Firms’ interest in package as a promotional tool
is growing increasingly. Package becomes an ultimate selling proposition stimulating impulsive
buying behaviour, increasing market share and reducing promotional costs. However, the
following objectives were formulated; to analyze the extent packaging influences buying
behaviours find out the impact of a change in package on the sales of the product, to ascertain
whether brand packaging promote the company’s image, to know the extent producers consider
packaging in their product decisions, to determine if consumes associate the appearance of a
product to its quality. 100 copies of questionnaire were distributed and collected. The findings
showed that there is relationship between packaging influence and buying behaviour and that
there is impact of change in the package of a product. Also there is relationship between brand
packaging and company’s image, and the producers consider packaging in their product
decisions and finally that consumers associate the appearance of a product to its quality. The
study recommended that Verka Milk pkant should periodically evaluate how consumers respond
to their product packaging so as to enhance the competitiveness of their products in the market.
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