Project Report

(Submitted for the Degree of [Link] Honors in

Marketing under the university of Calcutta)

Title of the Project

“Attractive Packaging – A Necessity or an Eyewash”

Submitted by

Name of the candidate: Anuska Pandey

Registration No.: 017-1211-1206-22

CU Roll No.: 221017-11-0155

Name of the college: The Bhawanipur Education Society
College

College UID: 0102222375

Supervised By

Name of the Supervisor: Prof. Zeba Parveen

Name of the College: The Bhawanipur Education Society
College
Month & Year of Submission: June 2025
Annexure- IA

Supervisor’s Certificate
This is to certify that Ms. Anuska Pandey, a student of [Link] Honours in Marketing of The
Bhawanipur Education Society College under the University of Calcutta has worked under my
supervision and guidance for her Project Work and prepared a Project report with the title
“Attractive Packaging -A Necessity or an Eyewash which she is submitting, is her genuine and
original work to the best of my knowledge.

Signature:

Name: ZEBA PARVEEN

Designation:

Name of the college: THE BHAWANIPUR

EDUCTION SOCIETY
 Annexure -IB

Student’s Declaration
I hereby declare that the project work with the title “Attractive Packaging – A Necessity or An
Eyewash” submitted by me for the partial fulfilment of the degree of [Link] Honours in Marketing
under the University of Calcutta is my original work and has not been submitted earlier to any other
University/ Institution for the fulfilment of the requirement for any course of study.

I also declare that no chapter of this manuscript in whole or in part has been incorporated in this report
from any earlier work done by others or by me. However, extracts of any literature which has been

used for this report has been duly acknowledged providing details of such literature in the references.

Signature:

Name: Anuska Pandey

Address: Bhawanipur, Kolkata

Registration No: 017-1211-1206-22

 Acknowledgement

It is not possible to prepare a project report without the assistance and encouragement of other
people. This one is certainly no exception.” On the very outset of this report, I would like to
extend my sincere and heartfelt obligation towards all the people who have helped me in this
endeavor. Without their active guidance, help, cooperation and encouragement I would not have
made headway in the project.

I am ineffably indebted to Prof. Zeba Parveen for her guidance and encouragement to accomplish
this assignment. I am extremely thankful to her for her valuable inputs and support.

I extend my gratitude to The Bhawanipur Education Society College, Kolkata, for giving me this
opportunity.

I also acknowledge with a deep sense of reverence, my gratitude towards my parents and members
of my family, who have always supported me morally as well as economically. At last, but not
least, gratitude goes to all my friends who directly or indirectly helped me to complete this project.
 Table of Contents

S. No. Contents Page No

1 Chapter-1 Introduction 1

1.1 Background Of the Study 1

1.2 Need For the Study 2

1.3 Literature Review 3

1.4 Objectives Of the Study 4

1.5 Research Methodology 5-6

1.6 Limitations Of the Study 7

1.7 Chapter Planning 7

2 Chapter-2 Conceptual Framework and National Scenario 8

2.1 Scope Of the Study 8

2.2 National Scenario 9

2.3 International Scenario 10

2.4 Packaging Strategies That Target Specific Groups 11

2.5 Packaging And Brand Perception 12

2.6 Packaging As a Multifunctional Marketing Tool 13

2.7 Impact Of Packaging on Consumer Buying Behaviour 13-14

2.8 Study On Packaging of Some Selected Companies 15

3 Chapter- 3 Data Findings and Analysis 17-28

3.1 Findings Of the Study 29

4 Chapter- 4 Conclusion and Recommendations 30-31

4.1 Conclusion 30

4.2 Recommendations 31

4.3 References 32

4.4 Bibliography 33
 Chapter– 1

Introduction

1.1 Background of The Study

Packaging is the science, art and technology of enclosing or protecting products for
distribution, storage, sale, and use. Packaging also refers to the process of designing,
evaluating, and producing packages. Packaging can be described as a coordinated system of
preparing goods for transport, warehousing, logistics, sale, and end use.
Packaging contains, protects, preserves, transports, informs, and sells. Packaging is a structure
designed to contain a commercial product, i.e., to make it easier and safer to transport, to
protect the product against contamination etc. Consumer’s intentions to purchase packaged
products depend on the degree of extent to which consumers expect that the product will
satisfy their need when they consume it.

But there are certain situations when they haven’t even heard about the products so much
while entering into the stores, (especially in the case of new products) so the intentions to
purchase that very particular product is basically determined by what is communicated at the
point of sale. So, at the time of sale when the product is not familiar to the consumer, the only
factor that attracts consumers to purchase is packaging.

1
1.2 Need for The Study

1. My need for the study is to pave a way for an effective packaging that would open new doors
which would help to know the packaging industry better. To develop package for a new
product requires several decisions. The first task is to establish the packaging concept,
defining what the package should basically be or do for the particular product. Then decisions
must be made on additional elements-size, shape, materials, colour, text, and brand mark, plus
the use of any “tamperproof” devices. All packaging elements must be in harmony and, in
turn, must harmonize with the product’s pricing, advertising, and other marketing elements.

2. Next is the engineering test to ensure that the package stands up under normal conditions.

3. “Packaging” is also known as the salient salesman and has managed to enter the marketing
literature as 5.P. Packaging is the protector of the product within. It protects the product from
physical impacts such as hitting, wetting, and bruising.

4. Packaging allows for the product to reach the consumer in the most economical way possible
and creates ease of storage. Another important role is to provide the consumer with ease of
choice and usage with the information it holds. The weight, price, production date, use by
date, ingredients, name of producer company, usage details written on the packaging provides
major

5. Packaging may inform the consumer of all the properties of the product. It is almost the
"tongue” of the product. With the development of modern age, decreasing family size and
increase in the number of single households, the production of especially portioned packaging
has increased. Packaged goods are preferred because people have limited time to eat, drink
and shop in the fast tempo of today and such goods have usage and transport ease.
Therefore, in
developed and developing countries, packaging consumption is higher compared to
underdeveloped countries.

2
1.3 Literature Review

Packaging has long transcended its original utilitarian function of protecting goods during transportation,
storage, and handling. In the contemporary marketplace, it serves not only as a protective medium but also as
a powerful marketing tool. This literature review explores existing research to assess whether attractive
packaging is a true necessity in influencing consumer behavior or merely a superficial tactic to manipulate
perceptions— a metaphorical "eyewash.

Kotler and Keller (2016), packaging functions as a silent salesman, influencing buying behavior at the point of
purchase. With increasing product parity across markets, attractive packaging has emerged as a critical
differentiator.

Rundh (2005) and Nancarrow et al. (1998) suggest that design elements such as color, typography, shape, and
imagery can significantly affect consumer perceptions, brand recognition, and even emotional connection with
a product.

Underwood and Klein (2002), packaging may serve as a tool for perception management, designed more to
manipulate than inform. Some scholars argue that excessive focus on aesthetics, without aligning it with
product quality or utility, can erode consumer trust over time.

Prendergast and Pitt (1996) emphasize the need for sustainable packaging solutions that do not compromise
environmental responsibility for mere visual appeal. With growing consumer awareness, the demand for
transparency and eco-conscious packaging is increasing, making it essential for businesses to strike a balance
between attractiveness and authenticity.

Ampuero and Vila (2006), packaging plays a critical role in brand positioning, influencing consumer
perception of quantity, prestige, and price. Their study highlights how visual cues on packaging can
after brand image and customer expectations.

Wells, Farley, and Armstrong (2007) reveals that packaging color significantly impacts impulse
buying behaviour. Bright and vibrant colours tend to attract more attention, particularly in retail
environments where visual competitions in high.

Rettie and brewer (2000), packaging that appeals to emotions and stimulates curiosity has a higher
likelihood of being picked up by consumers, demonstrating the psychological power of aesthetic
appeal in the buying decision process.

Cement (2007) uses eye-tracking technology to show that packaging design affects the visual
attention of consumers within the first few seconds of exposure, which is crucial in competitive retail
spaces where buying decisions are made rapidly.

3
1.4 Objectives of Study

1) To know why there is a debate whether packaging is an eyewash or a necessity.

2) To understand the need for packaging.

3) To realize the right and responsibility of the customer.

4) To explain the various methods used to attract customer through packaging.

5) To provide such valuable information which could be an eye- opener for everyone.

6) To learn about the market of packaging to it extremes.

4
1.5 Research Methodology

Research Methodology is a systematic plan for conducting research. Sociologists draw on

variety of both qualitative and quantitative methods, including experiments, surveys,
participant observation and secondary data. The study is conducted to find out how many
people have the good knowledge about packaging and are aware of their rights as a consumer.
For the purpose secondary data is been collected from internet, journal, report, research and
other techniques.
Different types of research design are available depending upon the nature of research project
availability of able manpower and circumstance.

1) Research objective-

The main objective of the present research study is to examine and analyze the effects of
different packaging cues like package color, package shape, visual product imagery (i.e.,
product units’ picture, picture of spokes character), package material, front of Package
nutritional labels, position of visual and verbal elements on the perception, product evaluation
and purchase considerations of consumers of Selected cities of Gujarat namely Ahmedabad,
Baroda, Surat and Rajkot. The study is done especially for the ready to eat food products.

2) Research design-

The research design is a blueprint for the fulfilment of objectives and answering questions. It
is master plan for specifying the method and procedure for collecting and analyzing needed
information.

3) Data collection method-

The source of data includes secondary data sources. I have collected the secondary data from
standard textbook, newspaper, magazines, and internet sources.

5
6
 1.6 Limitations of The Study
 Limitation of this study is that enough data in current scenario could not be collected
due to time restraint.

 Consisting majorly of secondary data it could not give the clear impact as it could have
been on primary data.
 This study gives the compact report of the total scenario which would have shown in
detail, if worked on primary data.
 It is my first attempt to undertake such a study thus inexperience is also an obstacle to
accomplish the project in a proper way.

1.7 Chapter Planning

There will be four chapters in this project work:

Chapter 1 “Introduction” chapter contains a brief introduction about packaging, its need,
objectives, research methodology, literature review and chapter planning.

Chapter 2 “Conceptual framework” contains scope of the study, National and International
scenario, packaging strategies that targets specific groups, packaging and brand perception,
impact of packaging on consumer behaviour and study on packaging of some selected
companies.

Chapter 3 “presentation of data, analysis and findings” consists graphs, tables, charts, on
packaging a necessity or an eyewash.

Chapter 4 “conclusions and recommendations” contains conclusion of the study and

recommendations.

7
 Chapter-2
Conceptual Framework

2.1 Scope of The Study

Packaging plays a key role in product success, particularly in the fast-moving consumer
goods industry (Wensink and Huffman, 2001) and can affect consumers’ purchasing
decisions at the point of sale (Sara, 1990). However, relatively little has been written about
packaging in the marketing literature (Johnson, 1998; Saghir, 2002; Rundh, 2005). The
purpose of this paper is to provide a theoretical framework with which to examine how
packaging contributes to marketing in general and new product development (NPD) in
particular. The paper reviews the literature and develops a unique framework that can be
used to evaluate more fully the needs of all parties that are relevant to the development of
packaging, including members of the distribution channel. This framework aims to provide
new insight into the creation of new product opportunities through packaging development
in a more systematic way than has been evidenced in the past. During recent decades, the
importance of the packaging system and its different functions has been increasing.
Traditionally, packaging is intended as a means of protecting and preserving goods,
handling, transport, and storage of products. Other packaging functions like sales
promotion, customer attention and brand communication have consistently grown in
importance. It means that when a packaging developer makes a package, it needs to be
designed in order to meet the demand from a sale and a marketing perspective, and not
only from a manufacturing process and transportation network perspective. The European
Federation defines packaging as all products made of any materials of any nature to be
used for the containment, protection, delivery and presentation of goods, from raw
materials to processed goods. Packaging is built up as a system usually consisting of a
primary, secondary, and tertiary level. The primary package concerns the structural nature
of the package; it is usually the smallest unit of distribution or use and is the package in
direct contact with the contents. The secondary package relates to the issues of visual
communication and it is used to group
8
primary packages together. Finally, the tertiary package is used for warehouse storage and

transport shipping. Here are some take on national and international scenario on packaging.

2.2 National Scenario

The Indian packaging industry, growing at an annual rate of more than 15 percent, is
valued at$ 15.6 billion (INR 85,000 crore) as in 2010-11. In the next five years, the sector
is expected to triple to around $ 60 bn. The net profit of the packaging industry spurted
104.5 percent during Q3 FY08, against a growth of 29.5 percent in the December ’06
quarter. The large growing middle class, liberalization and organized retail sector are the
catalysts to growth in packaging.

80 percent of the total packaging in India constitutes rigid packaging. The remaining 20
percent comprises flexible packaging. There are somewhere around thousands of
packaging machinery manufacturers, 95 percent of which are in the small and medium
sector located all over India. Indian packaging machinery imports are $125 million. The
import (customs) duty for packaging machinery is 25.58 percent for 2007-08. Germany and
Italy are the latest suppliers of packaging machinery to Indian but focus is now shifting on
Taiwan, Korea and China. Indian packaging machinery exports are rapidly growing.
India’s per capita packaging consumption is less than $15 against worldwide average of
nearly $ 100. The total demand for paper is estimated to be around 6 million tones, of
which about 40 percent is consumed by the packaging industry. Laminated products
including form-fill- seal pouches, laminated tubes and tetra packs are growing at around 30
percent per year. “The packaging market in India seems set for the next level of growth.
Strong favorable demographics aside, factors such as increasing disposable income levels,
rising consumer awareness and demand for processed food, and the multinational giants
taking rapid strides in the food, beverages, cosmetics & toiletries, and pharmaceuticals
space, are expected to be the key drivers of this growth story. These factors are forcing
both packaging suppliers and end-user industry to shift from bulk packaging to retail, and
unit-level and small-sized packaging. In addition, exploding organized retail growth and
newly relaxed Foreign Direct Investment (FDI) norms
9
in retail and other sector augur well for packaging market in India”. A report by Indian
Association of Corrugated Management.

2.3 International Scenario

The Packaging Industry is growing worldwide at faster rate. The emerging retailing
industries and change in the lifestyle of the people in various countries has led to grow the
packaging industry. The World Packaging Organization Report (2010) has explored the
global packaging industry. According to the report, the global packaging industry is
growing in most of the countries and developed countries have larger share in the world
economy. Some of the extractions from this report has been given here.

According to report, sales of packaging are concentrated in Asia, which accounted for 36%
of the total in value terms in 2012. North America and Western Europe totaled shares of
23% and 22% respectively. In 2012, Eastern Europe was the fourth largest consumer of
packaging with a global share of 6%, closely followed by South and Central America with
5%. The Middle East represents 3% of the global demand for packaging, while Africa and
Australasia each have a 2% share. According to the study, this segmentation of the market
is expected to change significantly by 2018; Asia is predicted to represent over 40% of
global demand, while North America and Western Europe lose out noticeably. The report
explores the numerous reasons for this expected growth in the world packaging market,
including technical developments, cost per package, sustainability initiatives and, perhaps
most importantly, the growth of the consumer class in the Asia-Pacific, South and Central
America, and Eastern Europe. The growth of the global packaging industry is being driven
by a number of trends, depending on various geographical regions. Growing urbanization,
investment in housing and construction, the development of retail chains and the
burgeoning healthcare and cosmetics sectors are driving packaging demand in China, India,
Brazil, Russia and other emerging economies. An increase in living standards and personal
disposable income in the developing regions fuels consumption across a broad range of
products, with subsequent growth in demand for the packaging of these goods. In terms of
economically developed markets, a number of key social and market trends have been

10
having a major impact on developments in packaging over recent years. These include the
trends towards smaller households and accompanying rise in demand for more, smaller
pack sizes, the increasing requirement for convenience among consumers, and the growing
number of men interested in health and beauty products. According to The Future of
Global Packaging to 2018, all endues sectors registered growth in value terms during 2012.
Medium-term forecasts for food packaging demand indicate a potential growth rate of
3.4% on average to 2018, by which stage it will be valued at about$284 billion.
Consumption of drinks packaging over the period is projected to increase at a rate of 3.3%
on average per annum until 2018, reaching a value of $102 billion.

2.4 Packaging Strategies That Target Specific Consumer Groups

Packaging strategies enable marketers to align brands with target groups of consumers.
Brand values are inferred from packaging design and this has an impact on purchase intent,
particularly when brand values are congruent with personal vales (Liman, 2009). As
personal values stem from membership of cultural and peer groups, careful attention is
paid to which values are important to the target group (De Chernatony, 2006). Tobacco
industry documents show clear segmentation with regards to groups such as young people
and lower social classes (Lowe 1997). The value of such groups is monitored to allow
packaging strategies to fit in with any changes. For instance, value packaging becomes
more prominent in times of economic pressure (Spink, 1996). In respect to innovative
packaging, it is more likely to appeal to individuals who place greater significance on the
visual aesthetics of design, and this innate sense of design has been shown to have a strong
effect on the perceived alternativeness of the packaging and pack innovations are often
appealing to youth, who are drawn to novelty and the desire for something new.
(Wakefield et al, 2002). Packaging, therefore, has the potential to increase product sales by
tailoring its design to consumer preferences. On a psychological level. Growing academic
attention has been paid to how the use of visual design factors or peripheral cues (Wensink,
2003), such as color, shape and size of packaging, can inherently meaning for consumers
and also affect their perceptions, brand impressions, and purchase and consumption
behavior.
11
2.5 Packaging and Brand Perception

The packaging of a product is not just for holding the contents of the item together. It plays
a much more vital role and marketing experts spend considerable time, effort and money in
getting this aspect right. It’s a well-known fact among psychologists that what you see on
the packaging of a product will influence what you think of the brand and the contents and
ultimately whether it results in a purchase. If you can’t see, feel taste or hear the contents
or a product, then its packaging is all that you can go by to get an indication of what’s an
offer.
Marketing professionals widely accept that packaging color is the biggest influence on
product and brand perception. This makes sense since, color is usually the first thing to
register in our minds as we rush around a busy market trying to make decisions on what to
buy. In fact, marketing experts to as far to say that the choice of color can evoke certain
feelings and emotions, which are transferred onto the product or brand. Therefore,
understanding how the emotions evoked by different colors and relating these to year brand
or product is essential. Graphic Choices: The use of graphics and typography on packaging
can also strongly influence a customer’s opinion of the product and brand. There is a huge
difference in terms of styles, fronts and sizes of topography and how they are perceived.
Package Shape: The shape of a package can strongly influence how the item is perceived
as well as create interest in it. Unusual, shaped packaging can work well in some
circumstances and can boost a brand’s appeal, for example, using products marketed at
children. But in other cases, where consumers expert certain products to be of a standard
shape, then it might only evoke suspicion and mistrust. Packaging materials: How a
product feels in its packaging and what materials the packaging consists of, can also form
ideas amongst consumers about product and branding. Sturdy, solid materials and well-
made packages will give the impression of reliability, trust and confidence.

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2.6 Packaging as A Multifunctional Marketing Tool

Packaging is an effective marketing medium which helps to build consumer relationships

through possession and usage. Packaging innovation, design and value packaging are used
to promote the product, distinguishing product from competitors, communicate brand
values and target specific consumer groups. These packaging strategies, together with the
visual and structural aspects of packaging design, such as color, size and shape influence
consumer perceptions and purchase and usage behavior and give packaging an important
role at point-

2.7 Impact of Packaging on Consumer Buying Behavior

Many packaging elements are factors that influence the buying behavior of consumers such
as, packaging color, printed information, packaging material, design of wrapper, printed
information, brand image, innovation and practicality. Colors used in packaging can help
draw consumer attention. Color of packaging is packaging is important because it used by
companies to differentiate its product from other competitors. Therefore, colors play an
important role in a potential customer’s decision- making process. Companies use different
colors for emphasizing a different mood, like, black is used for power, blue for trust, red
for energy, green for balance or organic and fresh. Color is an essential component of
packaging because consumers expect certain type of colors for particular products (Keller,
2009). Different colors also symbolize different meanings to consumers. For example,
orange,
yellow, purple have different meanings according to the consumer perception and culture.
According to Singh (2006) color perceptions vary across cultures and most of the religions
are believed to have their sacred colors. So, failing to pay attention to the design of the
packaging can decrease the chances of being visible and attractive, which can result in
using sales. Labelling provides information regarding the product category, products
ingredients, and product instructions. Consumers when make up their mind whether to buy
or not to buy a product they are guided not just by the taste, but also some other extrinsic
factors such as,
13
brand awareness, labelling, price and origin. According to Morris, J (1997) product labels
help consumer to differentiate a product more easily. Labelling helps consumers spend less
time needed while searching for products that are decided to be bought by them.
Consumers under time pressure their decisions are influenced when the package comes
with a distinctive appearance that contains simple and accurate information (Silago, and
Speece, 2004). Nowadays, there are consumers that pay more attention to label information
since they are more concerned with health and nutrition issues (Coulson, N.S., 2000). The
material used in packaging is an important t element which prevents the product from any
damage or loss. It is more likely that the high- quality material might attract customer more
than low quality material. So, packaging material has strong impact on buying behavior.
According to Smith and Taylor (2004) consumers link the packaging materials is
associated by consumers with certain essential values of the product. In addition, consumer
perceptions regarding certain materials could change the perceived quality of a product
(Smith and Taylor, 2004). Hollywood et al., (2013) carried out a study on milk packaging.
They tried to find out the impact of the three packaging materials, glass, plastic, and
cardboard. Most of respondents in that study agreed that the use of plastic containers was
better than cardboard and glass packaging. Ulrich R. Orth (2009) Packaging is used for
identification of the product. Play an important role in attracting the consumer. Children
are more sensitive in case of wrapper design. So, company has to make a wrapper design
which attracts the children as well. Good and well-planned designs are eye-catching and
can differentiate products on the shelves and can attract consumers more easily. So,
attractive design, graphics, colors, printed lines, different signs and symbols as well as
combinations of various materials can encourage consumers to notice and touch our
product, thereby inspiring them to try and eventually buy the product. Printed information
contains all the information related to the product quality, price, description which help to
identify the brand. According to Shah et al., (2013) labelling is one of the most visible
parts of product and an important element of the marketing mix. The information on
packaging is an important component since it can support marketing communication
strategies of companies, establish brand image and identity. There is a big consent among
many scholars and practitioners about the importance of brand image with products. An
image can create value to consumers by helping to process information;

14
differentiate their preferred brands, facilitating buying, giving positive feelings, and
providing a basis for product extensions (Aaker, 1991).

2.8 Study on Packaging of Some Selected Companies Common Take on

Packaging by Companies

• In today’s scenario, most of the companies use packaging as an important marketing

tool because of the following factors:

• The packaging enables the self-service, as in the case of purchases made in the
supermarkets and retail mart the customers select the products on their own without
any assistance from the retailers. Thus, the company must design its product
package in such a way that it is capable enough to draw customer’s attention
towards it.
• The packages help in increasing the brand recognition among the customers. As soon
as the customers see the package, they can instantly relate it to the company or brand.
For example, the Brooke Bond’s Taj Mahal Tea comes in the blue pack with an
image of a Taj Mahal on its box; this gives an identity to the brand.

• The innovative packaging also here, the company gives a unique design to its
product packaging with the intent to grab customer’s attention. For example, the
calcium Sandoz bottles targeted at children and women have been designed to make
them attractive to the target segment (A dog shaped bottle for kids, while a lady-
shaped bottle for women). Thus, the packaging is capable of influencing a buyer to
initiate sales since the buyer comes in contact with the package first and then with
product.

15
16
Chapter-3
Presentation Analysis and Findings

Table 1: Which factors affects your behavior as a consumer during the buying process?

Answer of Respondents
Retail stores nearby 6
Online shopping 38
As per the requirement 41
Shopping malls 5

Analysis

Fig.1

Interpretation-

- The chart shows most respondents prefer online shopping (45.6%) and buying as per
requirement (42.2%).

- Very few choose retail stores nearby, and the least (5.6%) prefer shopping malls.

- This indicates a strong shift toward convenience and need-based purchasing over traditional
shopping methods.

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 Table 2: What encourages you to buy a product?

Particulars Answer of Respondents

Quantity offered 3
Discount or items free with it 9
Its low price 10
Packaging of the product 4
Quality of the product 64

Analysis

Fig 2

 In 71.1% of respondents prioritize the quality of the product when making a purchase.

 Other factors like low price (11.1%), discounts (10%), and quantity offered hold less importance.

 Only a small portion (4.4%) consider packaging as a deciding factor.

 This shows that product quality is the most significant influence on buying decisions, far outweighing
packaging or promotional offers.

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 Table 3: Do you think attractive packaging is really important for the product to be sold?

Particulars Answer of Respondents

Yes 50
Maybe, if the product is new 18
Never 0
No, not always 22

Analysis

Fig 3

Interpretation-

- 55.6% of respondents said “Yes”, indicating they often consider attractive packaging when buying
a product.

-24.4% responded “No, not always”, suggesting packaging is not a consistent factor for them.

-20% said “Maybe, if the product is new”, implying packaging matters mainly for unfamiliar products.

- 0% chose “Never”, showing that everyone considers packaging to some extent in their decision-making.

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 Table 4: How do you get to know about a product?

Particulars Answer of Respondents

Family and friends 16
Word of mouth 5
Television and newspaper 1
Advertisement and social media 20
All of the above 48

Analysis

Fig.4

Interpretation-

- 53.3% of respondents rely on all sources combined (family and friends, word of mouth,
television/newspaper, and advertisements/social media), indicating the strong impact of multiple
channels.

- 22.2% depend primarily on advertisements and social media, highlighting the influence of digital
and visual marketing.

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- 17.8% get their information from family and friends, showing the importance of personal
recommendations.

- A smaller percentage refers to television and newspapers and word of mouth individually.

- Overall, the data shows that a mix of traditional and modern communication is most effective
in influencing consumer perceptions.

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Table 5: How often do you buy a product?

Particulars Answer of Respondents

Weekly 26
Monthly 11
Daily 16
Whenever necessary 37

Analysis

Fig.5

Interpretation-

- 41.1% of respondents make purchases whenever necessary, indicating need-based buying

behavior.

- 28.9% shop on a weekly basis, reflecting regular consumption habits.

- 17.8% make purchases daily, suggesting either frequent needs or impulse buying.

- Only 12.2% shop monthly, showing that fewer people prefer long-term stock-ups.

- The data reveals that most consumers purchase based on immediate necessity or regular routines
rather than fixed schedules.

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 Table 6: What do you think is the most important use of packaging?

Particulars Answer of Respondents

To keep product safe 22
To attract potential customers 11
To ease transportation 2
To protect it from damage 5
All of the above 50

Analysis

Fig.6

Interpretation-

- 55.6% of respondents believe that packaging serves all purposes combined—safety,

attraction, transportation ease, and protection.

-24.4% consider packaging most important to keep the product safe, showing a priority for product
integrity.

- 12.2% see packaging as a tool to attract potential customers, reflecting the role of visual appeal
in marketing.

- A small portion values packaging for protection from damage and ease of
transportation, indicating these are seen as secondary benefits.

- Overall, the chart highlights that multi-functional packaging is viewed as essential by the majority

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Table 7: While purchasing if you see a product whose packaging is good will you consider buying the
product?

Particulars Answer of Respondents

Well, depend on some factor 36
Like price
Maybe 25
Yes 10
No 7

Analysis

Fig.7

Interpretation-

- 40% of respondents feel that the impact of attractive packaging depends on factors like price,
suggesting situational importance.

- 27.8% responded with "Maybe", showing uncertainty or mixed opinions on the influence of
packaging.

- 13.3% believe all factors contribute, indicating a holistic view toward packaging’s role.

- 11.1% said "Yes", showing some believe packaging does influence their choices directly.

24
- Only a small portion, 7.8%, chose "No", implying that packaging has little to no effect on their
decisions.

25
 Table 8: Would you buy the same product that you need if it is available with a different
packaging pattern?

Particulars Answer of Respondents

Yes, if the price is also same 46
Maybe, if I feel it is more attractive 23
Definitely 14
No 7

Analysis

Fig.8

Interpretation-

 51.1% of respondents said “Yes, if the price is also same”, indicating that attractive packaging
is preferred when it doesn’t affect cost.

 25.6% chose “Maybe if I feel it is more attractive”, showing packaging influences decisions based
on perceived visual appeal.

 15.6% responded “Definitely”, confirming they would choose a product based on attractive
packaging regardless of price.

 Only 7.8% said “No”, suggesting a minority are unaffected by packaging aesthetics

26
 Table 9: Whether brands should work on having innovative packaging ideas?

Particulars Answer of Respondents

Yes 63
No 6
Maybe 21

Analysis

Fig.9

Interpretation-

 70% of respondents answered “Yes”, indicating strong support for brands

working on
innovative packaging ideas.

 23.3% chose “Maybe”, showing a considerable number of people are open to the
idea but
may need more convincing.
 Only 6.7% responded with “No”, reflecting minimal opposition to the concept of
innovative packaging.

27
Table 10: Have you ever regretted a purchase made after being influenced by its packaging?

Particulars Answer of Respondents

Yes 50
No 17
Probably 23

Analysis

Fig.10

Interpretation-

 55.6% of respondents answered “Yes”, showing a majority positively acknowledge the

question asked.

 25.6% selected “Probably”, indicating a notable portion are open to the idea but are not fully certain.

 18.9% responded with “No”, showing a smaller, yet significant group of respondents who disagree.

28
3.1 Findings of the Study

 Out of 90 people 72 respondents belong to age group 18-25.

 27 respondents are Male and 63 respondents are Female
 Among the 90 people 41 respondent’s buying behavior affects “As per the requirement” during
the buying process.
 The next question was asked was about what encourages you to buy a product and about 64
responses says, “Quality of the product”.
 It was asked do you think attractive packaging is really important for the product to be sold and
30 responses amongst 64 believe “Yes” it is important.
 Out of 90 responses 50 responses get to know about a product from all the above possible sources
i.e., family and friends, word of mouth, television and newspaper, advertisement and social
media.
 37 respondents buy products whenever necessary.
 The next question was what you think is the most important use of packaging and 50 out of 90
responses believes all the possibilities i.e. to keep product safe, attract potential customers, ease
transportation & protect it from damage.
 It was asked while purchasing if you see a product whose packaging is good will you consider
buying the product in which 36 respondents answers well depend on some factors like price.
 46 responses would buy the same product that is available with a different packaging pattern.
 63 respondents out of 90 thinks that brands should work on having innovative packaging ideas.
 Out of 64 responses 50 respondents have not regretted a purchase made after being influenced by
its packaging.

29
 Chapter-4
Conclusion & Recommendation
4.1 Conclusion

To conclude one must say that packaging as an eyewash or a necessity would catch up with a
mixed emotion of thoughts as there was a time when it used to be an eyewash but in modern
era it is beneficial for both the consumers and the manufacturer hence it has become a
necessity. Packaging is indispensable component of modern lifestyle. The key trends fostering
growth in developed packaged food markets are convenience, functionality and indulgence.
The real value of packaging is that the package is an integral part of the product today. While
corporate functions divide the component parts, the consumer does not differentiate between
the product, the package and the equity. They are one. Besides, food products frequently
require the general marketing approaches and techniques applied to the marketing of other
kinds of products and services. Furthermore, the objective of all quality assurance systems
exercised by food manufacturers and processors, is to produce safe products that comply with
manufacturer’s specifications, including the requirements established by governments. The
outcome to prevent unsafe or poor-quality products from reaching the marketplace. On the top
of that, the companies that are the most progressive in the management of the supply chain are
expected to be the most successful and profitable. Last but not least, companies should look
forward to emerging trends for business success. Whatever being thought, an eyewash or a
necessity but the industry itself creates 1 trillion dollars annually which already give an
indication towards a global necessity of it.

30
4.2 Recommendations

1. The information provided by companies on packet, the font size is much smaller which
is not seen clearly to all therefore companies should give it in appropriate size for clear
view to all on food packet.
2. The 2nd most important thing is that in some cases abbreviations are used for few words
that is not understandable to some people. So, there should be full name must be given
with abbreviation, if it is use.
3. During conversation with respondents many of them said that in some product they were
not able to find the information easily due to the information is given in some case at the
bottom of the packet, in some case at the upper side of the packet, and sometimes they
did not find the information that is useful to them. So therefore, companies should try to
give it at a fixed place every time which can be found by the customer easily.

4. The information provided on the food packet should be easily visible.

5. Everything about the product should be clearly stated without any flirty words that would
distract the customer for the ultimate goal he is buying the product for.

31
 4.3 REFERENCES

Khan, H., Lee, R., & Chrysochou, P. (2022). Consumer packaging strategy: localisation in Asian markets.
Routledge.

Rundh, B. (2016). The role of packaging within marketing and value creation. British Food Journal,
118(10), 2491-2511.

Underwood, R. L., & Klein, N. M. (2002). Packaging as brand communication: Effects of product pictures on
consumer responses to the package and brand. Journal of Marketing Theory and Practice, 10(4), 58–68.

Prendergast G, Pitt L. Packaging: a communications vehicle. Int J Advert. 1996;15(3):219–22

Immonen, L. (2010). Package cues and their influence on the perception of premium quality of
premium private label products.

Bülbül, G. (2019). Impulse buying behavior: Packaging effects of snack foods (Master's thesis).

Luís, D. A. A. (2021). The Influence of Packaging on Consumer Purchase Intention of Craft Beer (Master's
thesis, ISCTE-Instituto Universitario de Lisboa (Portugal)).

Clement, J. (2007). Visual influence on in-store buying decisions: An eye-track experiment on the visual
influence of packaging design. Journal of Marketing Management, 23(9–10), 917–928.

32
 4.4 BIBLIOGRAPHY

Underwood, R.L. & Klein, N.M. Packaging as brand communication: Effects of product pictures
on consumer responses to the package and brand.

Prendergast, G. & Pitt, L. Packaging, marketing, logistics and the environment: Are there trade-offs?

Clement, J. Visual influence on in-store buying decisions: An eye-tracking experiment.

Wikipedia. Packaging design. Retrieved from [Link]

[Link]

[Link]

[Link]

[Link]

Expert market research

Silayoi, P. & Speece, M. The importance of packaging attributes: A conjoint analysis approach.

Gupta, A. Packaging Psychology and Its Impact on Buyer Behavior.

33
Annexure –Questionnaire

[Link]

2. Email Address

3. Age

• <18

• 18-25

• 25-35

• 35-45

• 45>

4. Gender

• Male

• Female

• Prefer not to say

• others

5. Which factors affect your behaviour as a consumer during the buying process?

• Retail stores nearby

• Online shopping

34
 • As per the requirement

• Shopping Malls

6. What encourages you to buy a product?

• Quantity offered

• Discount or items free with it

• Its low price

• Packaging of the product

• Quality of the product

7. Do you think attractive packaging is really important for the product to be sold?

• Yes

• Maybe if the product is new

• Never

• No, not always

8. How do you get to know about a product?

• Family and friends

• Word of mouth

• Television and newspaper

• Advertisement and social media

• All of the above

9. How often do you get to know about a product?

35
 • Weekly

• Monthly

• Daily

• Whenever necessary

10. What do you think is the most important use of packaging?

• To keep product safe

• To attract potential customers

• To ease transportation

• To protect it from damage

• All of the above

11. While purchasing if you see a product whose packaging is good will you consider buying
the product?

• Well, depend on some factor like price

• Maybe

• Yes

• No

• All of the above

12. Would you buy the same product that you need if it is available with a different
packaging pattern?
• Yes, if the price is also same

• Maybe if I feel it is more attractive

• Definitely

36
 • No

13. Whether brands should work on having innovative packaging ideas?

• Yes

• No

• Maybe

14. Have you ever regretted a purchase made after being influenced by its packaging?

• Yes

• No

• Probably

37