Project Report

Submitted for the Degree of B.com Honours in Accounting &

Finance Under the University of Calcutta

Title of the project

“Is attractive packaging really a necessity or eyewash?”
A study on packaging of some selected companies

Submitted by :-
Name of the candidate: Muskan Ahmed
Registration no.: 411-1211-0695-20

Name of the College: Bijoy Krisha Girls College

Supervised by :-
Name of the Supervisor: Sukanya Dutta
Name of the College: Bijoy Krisha Girls College

Month & year of Submission

June’ 2023
 Annexure – IA
Supervisor’s Certificate

This is to certify that Ms. Muskan Ahmed a student of B.com Honours in

Accounting & Finance of Bijoy Krisha Girls 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 “Is attractive packaging really a necessity or eyewash?” A study on packaging of
some selected companies which she is submitting, is her genuine and original work to the best
of my knowledge.

Signature:

Name: Sukanya Dutta

Designation: Asst Professor in Mathematics

Name of the college: Bijoy Krisha Girls College

Place: Howrah

Date:
 Annexure IB
Student’s Declaration

I hereby declare that the project work with the title “Is attractive packaging really a
necessity or eyewash?” A study on packaging of some selected companies submitted by me
for the partial fulfilment of the degree of B.com. Honours in Accounting & Finance in Business
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 have been duly acknowledged providing details of such
literature in the references.

Signature:

Name: Muskan Ahmed

Address: Chunavati, Howrah - 711109

Registration No.: 411-1211-0695-20

Place: Howrah

Date:
 Acknowledgement
I extend my sincere gratitude to Sukanya Dutta, my project guide, for the

successful completion of the project. This project has given me more confidence about the
subject and various concepts of packaging.

My sincerest gratitude also extends to the family, who has taken keen interest in my project
from time to time and encouraged me to perform the best of my ability.

Last but not the least: I would like to thank everyone for their support which helped
me present the project in clear and logical exposition.

Work on this project has proved to be an enlightening experience for me.

 Index

CHAPT PAGE
ER PARTICULARS NO.

Introduction

1.1 Introduction 6

1.2 Need for study 7

1
.
Chapter 1 3 Objective of study 7

1
.
4 Research methodology 8

1
.
5 Literature review 9

1
.
6 Limitation of study 9

Conceptual framework

2.
1 Scope of study 16

2.
Chapter 2 2 National scenario 17

2.
3 International scenario 17
 2.
4 Packaging strategy target

specific consumer groups 19

2.
5 Packaging and brand

perception 20

2. Packaging as a
6 multifunctional

marketing tool 20

2.
7 Impact of packaging on

consumer buying behaviour 21

2.
8 Study of packaging on some

selected companies 22

2.
9 Study on packaging problems

faced by companies 24-20

Presentation of data, analysis and

finding

3
.
Chapter 3 1 Data analysis 21-

Conclusion and Recommendation

4
.
1 Conclusion

4
.
Chapter 4 2 Recommendation
Annexure - Bibliography 30
Chapter -1

Introduction
1.1 INTRODUCTION

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. In many countries it is fully integrated into
government, business, institutional, industrial, and personal use.

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 or loss, degradation or damage
and to produce a convenient way to dispense the product

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 will 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.

It became a critical factor when the consumer decision making process is in progress, and how
they perceive it depends upon the communication elements, which become the key factor to
success for marketing strategies.
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.

2) 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’ pricing,
advertising, and other marketing elements.
3) Next is the engineering test to ensure that the package stands up under normal
conditions;

"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. 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 convenience to the seller and
the consumer.

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.
1.3 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 could be an eye-opener for everyone.

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

1.4 RESEARCH METHODOLOGY

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

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 consumers.

For the purpose secondary data has 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.

❖ Research objective -The main objective of the present research study is to examine
and analyse the effects of different packaging cues like package colour, 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.
❖ 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.
❖ Research Type - The data for this project are collected from both primary as well as
secondary sources
❖ Sample Size - 30
❖ Sample Selection Process - convenient sampling process
1. Potential Participant.
2. Probability Sample.
❖ 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.
❖ Data Source - primary data is collected through a structured questionnaire question 20
questions and administrative to 30 respondents. Secondary data are collected through
several books' journals and relevant electronic media.
❖ Survey Period - As a survey combined of both primary and secondary data for the
secondary data collected from one year (2022-23), the Primary data are collected from
the date of topic selection I.e; April to May, 2023, which is 1 month of time.
❖ Data analysis and presentation technique - For the analysis of the project the help of
various Pie Charts and bar charts are taken.
1.5 LITERATURE REVIEW

National Scenario:
This chapter presents the results of a comprehensive literature search in several aspects to this
work. The prime objective of this literature survey is to identify those variables, which are
involved in this research study about perception of packaging, that how consumer perceive
about packaging in industry and how they are influence the purchase of consumer decision in
choosing any products.

Exploration directed by Kumar who contemplated "The impacts of packaging on customer

view" expresses that universally 80% of customers accept that the excellent significance of
product packaging is to secure the actual product, not considering advertising strategies, which
subliminally assume a critical part in the acquisition of a product. Through his investigation,
he analysed product packaging and the impact it had on customer view and how it added to the
accomplishment of a product. The goal was to distinguish the influence of product packaging
on customer behaviour and to check the impact of different components of packaging on
customers. 71% of customers say that the packaging of a product adds to their general product
satisfaction. Customers build up an enthusiastic connection towards a specific product that
upgrades brand faithfulness. Since product packaging is primarily a customer started practice
with a brand, he/she needs to recollect this early introduction as a positive involvement with
request to start and keep up brand review. The significance of marking and product packaging
is that it goes about as the essential wellspring of data on the brand when a customer takes a
gander at the packaging. Customers are constantly attracted to alluring, eye-grasping
packaging, which adds to the consumers‟ initial introduction of a product. The packaging of
products conveys brand recognizable proof and relevant data on the brand just as the product.

Through "Customer behaviour on the way to the fresh packaging with FMCG Products", an
examination led by Mitul Deliya, means to comprehend the developing significance of
packaging as a vehicle of communication, particularly in the serious space of FMCG deals. A
centre gathering and definite survey were utilized to comprehend customer behaviour towards
such products including skincare, oral care, beautifying agents, and home consideration
products. Packing assumes a gigantic part in the positioning of a product. Package plan and
substance shapes the view of customers and can be a deciding component in purpose of
procurement choices that portray most of shopping events. Results show that 67% of customers
are impacted side-effect packaging and just 26% of them switch brands dependent on the
packaging. In an examination led by Deng et al. on "The effect of customer products packaging
quality on customer product satisfaction, brands judgement, customer speculation and
behaviour” intends to inspect the job of container quality in marked filtered water and its
connection to customer satisfaction and purchasing behaviour. They set up how packaging
attributes go about as an unavoidable component of the general product and added to the
utilization experience. Results were then agreed dependent on how customers felt when taking
a gander at the packaging and what their general utilization experience was. They have
demonstrated that the thicker the material utilized (for this situation plastic) to make the
container, the higher was the thought that clients accept that the nature of water is better.
Packaging quality has a basic part in building a productive customer marking connections
which would rethink the packaging of numerous brands and enhance the customer loyalty.

Sanjay Bhatia (2010) according to him a wide range of innovation package design are
developed for consumer good covering process food, pharmaceuticals, cosmetics and toiletries
to satisfy the consumer in order to meet the requirement. As per his study total packaging spend
in 2006 exceeded $630 Billion which is a regularly 25 to 30% more than the global
pharmaceutical industry.

N C Saha (2011) Director Indian Institute of Packaging, Mumbai. According to him graphic
design and structural design of a package go hand – in hand. A highly structured designed
package with good functional properties may be unable to attract a customer unless the graphic
design is eye appealing. Helps both the aspects are equally important to develop an effective
package design to cater the demands of market requirements and also to satisfy the modern
consumer.

Panwar (2004) the author states that packaging is the act of containing, protecting and
presenting the contents through the long chain of production, handling & transportation to their
destinations. Packaging is one of the foremost components of promoting, designing and plays
an important role in marketing. The packaging is that important key factor which we can use
to attract the consumers at first sight. So, package plays an important role in marketing
communication, especially in the point of sale and could be treated as one of the most important
factors influencing consumer’s purchase decision.

International Views:

Lewis (1991) extends his views describing that good packaging is far more than a salesman,
but a flag of recognition and a symbol of values. Analysing an importance of each element of
packaging, it is very useful in consumer purchase decision. Different types of packaging help
consumer to easily differentiate the product from other ones. All these specifications and
characteristics of packaging contribute an important effort to catch consumer’s attention and
interest.
Bernard C. Fenner (2011) according to him diversified method of drug delivery, new products
and increasingly stringent standards all impact on the variety and complexity of the packages.
Further he has emphasized on sales promotion “availability is an absolute must in the
pharmaceutical industry which necessitates the highest possible packaging speeds combined
with minimum waste and high flexibility.

Alice Louw (2006) the author has studied the power of packaging the people belonging to age
20-30 years old. He concludes that packaging plays an important role in the marketing context.
His research results that right packaging can help brand carve a unique position in the market
place and in the minds of consumers. Packaging is regarded as an essential component of our
modern lifestyle and the way business is organized. Improper packaging may hamper the brand
and may also lead to failure of the product. Adelina and Morgan (2007) concluded that
Packaging could be treated as one of the most valuable tools in today’s marketing
communications; Packaging has an important impact on consumers buying behaviour. The
impact of packaging and its elements can impact the consumer’s purchase decision.

Phillip Kotler (1999) Here Kotler has discussed a specific pack that is called tetra pack which
he further adds tetra pack invented and “aseptic” package that enables milk, fruits, juice,
medicines (liquids) and other perishable liquid foods to be distributed without refrigeration.
Tetra pack packaged product save refrigeration space. Tetra moto is “the package should save
more than its cost. Tetra pack advertises the benefits of its packaging to consumer directly and
even initiates recycling programme to save the environment.” Thus, the concept of green
packaging started.

David A. Aaker (1997) He fully accepts the definitions of American marketing associations
regarding a brand that “brand as a name, term, sign, symbol or a design or a combination of
the intended to identify the goods and services”. According to Aaker – ‘COMPLAN’ brand
reflects as nutritional supporting health. A ‘COMPLAN’ loyal brand consumer identify by its
packaging without reading the name of the brand. His research showed that the packaging as a
whole impacts on the consumer purchase intention.

In early times, prior to World War II, Packaging was used primarily to surround and protect
products during storage, transportation, and distribution. Some packages were designed with
aesthetic appeal and even for ease-of-use by the end consumer, but package design was
typically left to technicians. After World War II, however, companies became more interested
in marketing and promotion as a means of enticing customers to purchase their products. As a
result, more manufacturers began to view packaging as an integral element of overall business
marketing strategies to lure buyers.

This increased attention to packaging coincided with socioeconomic changes taking place
around the world. As consumers become better educated and flusher, their expectations of
product, and their reliance on them increased as well. Consequently, consumer began to rely
much more heavily on manufactured goods and processed food items. New technologies
related to production, distribution, and preservatives led to a massive increment in the number
and type of products and brands available in industrialized nations. Thus, packaging became a
vital means of differentiating items and informing inundated consumers.

Packaging today, is regarded, as an essential part of a successful business practice. Package

design became a marketing science, and as a new corporate cost-consciousness developed in
response to increased competition, companies began to alter packaging techniques as a way to
cut production, storage, and distribution expenses.
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.

Being 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.
 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 (Wansink 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 products1. 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 sales 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 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 cent, 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. More than 80 percent of the total packaging in India constitutes rigid packaging.
The remaining 20 percent comprises flexible packaging. There are about 600-700 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 total demand for paper
is estimated to be around 6 million tonnes, 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 favourable 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 in retail and other sectors,

augur well for packaging market in India”. A report by Indian Association of Corrugated
Management.

2.3 INTERNATIONAL SCENARIO

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 country 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 totalled 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 urbanisation, 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 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 end-use 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 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 (Wansink,
2003), such as colour, shape and size of packaging, can inherent meaning for consumers
(Bottomly, 2006) and also affect their perceptions, brand impressions, and purchase and
consumption behaviour.
2.5 Packaging and brand perception

The packaging of a product isn’t 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
package 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 colour is the biggest influence on product and brand
perception. This makes sense since, colour 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 colour can evoke certain feelings and emotions, which
are transferred onto the product or brand. Therefore, understanding how the emotions evoked
by different colours and relating these to year brand or product is essential.

Graphic Choices: The use of graphics and typography on packaging can also strongly
influences a customer’s opinion of the product and brand. There is a huge different 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 appeals, 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 packagers will give the impression of reliability, trust and confidence.
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 colour, size and shape influence consumer
perceptions and purchase and usage behaviour, and give packaging an important role at point-
of-purchase and also post-purchase. Packaging also has a close relationship with the product.
2.7 Impact of packaging on consumer buying behaviour

Many packaging elements are factors that influence the buying behaviour of consumers
such as, packaging colour, printed information, packaging material, design of wrapper, printed
information, brand image, innovation and practicality. Colours used in packaging can help
draw consumer attention. Colour of packaging is important because it used by companies to
differentiate its product from other competitors. Therefore, colours play an important role in a
potential customer’s decision-making process. Companies use different colours for
emphasizing a different mood, like, black is used for power, blue for trust, red for energy, green
for balance or organic and fresh. Colour is an essential component of packaging because
consumers expect certain type of colours for particular products (Keller, 2009). Different
colours also symbolize different meanings to consumers. For example, orange, yellow, purple
they have different meanings according to the consumer perception and culture. According to
Singh (2006) colour perceptions vary across cultures and most of the religions are believed to
have their sacred colours.

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 making
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, 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 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 behaviour.

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 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 likely more sensitive in case of wrapper
design. So, company has to make a wrapper design which attracts the children as well. Printed
information contain 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; differentiate their preferred brands, facilitating buying, giving
positive feelings, and providing a basis for product extensions (Aaker, 1991). Moreover, brand
image can be defined as a unique bundle of associations within the minds of target customers.

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 done 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.
▪ It helps in increasing the consumer affluence, which means the customers are willing to
pay even more for the convenience, a0ppearance, dependability of the better packages.
▪ 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
package 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 after with the product.

An Article on Marketing strategy of Lays

If you run a massive food brand, how do you offer a personal touch? For the marketers at Lay's
it means giving buyers the chance to design their own bags. The potato chip brand is launching
a program in which people can create custom bags by uploading a personal picture and phrase
depicting their "favourite summer moment." Lay's will then use the digital design to create real
bags and ship them directly to the consumer, set to arrive near the Fourth of July.

But Lay's fans will have to act fast. PepsiCo-owned Frito-Lay is capping the program at 10,000
bags. Still, that is a significant customization effort for a brand used to pumping out countless
monolithic designs.

In a separate program, Lay's is creating special bags with designs made from ultraviolet ink
that change when they are exposed to sunlight. "It is the first time I think anyone has ever done
UV-activated packaging for the consumer," Mr. Krishnan said.

Custom and unique packaging programs have emerged as a critical tool for big consumer-
packaged goods brands that can no longer rely on traditional advertising to break through.
Consider Coke, which brought back its "Share a Coke" program in the U.S. this summer after
a successful run last year in which people scooped up bottles in search of their own or a friend's
name on the label.

While Coke’s effort randomly populates store shelves with packages using hundreds of popular
first names, Lay’s is putting the consumer in charge of creating their own unique bags. Lay’s
execs are counting on social media to increase the program‘s reach well beyond the owners of
the 10,000 custom bags. For instance, Lay’s will send a digital image to the consumer as soon
as the bag is designed, hoping the user will share it broadly. When the bag is delivered, chances
are people will boast about them again on their social networks – at least that is the goal. “I
would say we are going to reach millions and millions of people very easily” Mr. Krishnan
said. “Consumers want this two-way conversation,” he added
2.9 Study of packaging problem faced by some companies

Here are some examples of the top packaging blunders that companies make, as well as some
potential solutions.

“Doritos chip bag”

The problem: The typical Doritos chip bag is made from up to seven layers of foil and plastic.
Companies like this because these bags are light, reduce shipping volume, don’t take up much
space on a shelf, and are graphics friendly. The downside is that there’s currently no machinery
to separate these layers, so they aren’t recyclable.

“It’s not cost effective and there would be no market for the separated material,” explains
Lawrence Black, director of global business development at Waste Management, a US-based
environmental solutions provider. “It is expensive to fix and it all comes back to is there a
market for the material. If there’s not an ongoing market for the material, it won’t get recycled.”

Who does it? Multi-layered packages are popular with consumer giants, particularly snack
food manufacturers such as Frito-Lay and PepsiCo.

What is the solution? Unfortunately, there is no easy solution: according to sustainability

experts at Waste Management multi-layered packaging is considered the worst of the worst
when it comes to recycling. “When things are mixed together, you devalue the product,” says
Tom Carpenter, executive director of Waste Management’s sustainability services. “If I had
two boxes, and one is all cardboard, the other box had metal strips, the second would be too
costly to recycle.”

Consumer education can go a long way toward increasing the potential for recycling. For
example, packages with simpler multilayers, such as cereal boxes and bags, need to be
separated for recycling. Another option is “upcycling”: Consumers can wash out used bags and
reuse them for sandwich bags, or for craft projects, such as the potato chip wallet.
Coca cola, Pepsi (The post-consumer plastic bottle)

The problem: While plastic bottles, which are popular with both beverage manufacturers and
consumers, have come a long way when it comes to recycling, there is still room for
improvement when it comes to the percentage of bottles that are recycled.

Who does it? Most beverage manufacturers, including Coca-Cola and PepsiCo, use PET
(polyethylene terephthalate) plastic bottles.

What is the solution? In some ways, plastic bottles are a case study in how companies can use
innovations and consumer outreach to improve a recycling problem. A 2013 report from the
National Association for PET Container Resources showed that New York’s bottle deposit law
and a rise in collections in California drove up US gross recycling rates of PET bottles to
30.8%.

But there is still room for improvement, and companies, including both Coca- Cola and
Pepsico, have launched programs to make recycling more efficient and convenient. Venues
where plastic bottles are consumed have also gotten involved. Earlier this year, the National
Resource Defence Council released the “Guide to Composting at Sports venue” and many of
the US’s major sports arenas and venues have established programs and replaced their trash
cans with recycling bins.

Amazon, Flipkart, etc ( The online purchase)

The problem: Companies and private sellers that deliver products through the mail often over-
package, putting a pre-boxed item in a second box, and sometimes even a third one. This
practice, which Dancy calls the “Russian doll” approach, is exceedingly wasteful.

Who does it? Sellers on the eCommerce network, including eBay.

What is the solution? One option is to use sustainable packing materials, rather than the
traditional Styrofoam. There are numerous sustainable options, including packing materials
made from corn starch or sorghum, which can be composted. And New York-based Ecovative
design has developed fungus-based packing materials that are being used by Dell, Crate and
Barrel and Puma, among others.

Ed Kastenbaum, general manager of San Francisco-based The Packaging Store, and vice
president of the Retail Packaging Association, packs with recycled pulp instead of Styrofoam
when selling to wine shippers. Kastenbaum says that the pulp wine shippers are widely
available. The market change started more than 10 years ago & now the vast majority of wine
is shipped in this manner by wineries, wine clubs, and wine retailers.

Colgate (Toothpaste)

The problem: The small size, blended material and leftover Colgate toothpaste inside
toothpaste tubes – and other tube-based containers – make recycling almost impossible. As for
toothbrushes, their slender shape and blend of plastic and nylon bristles make them tough to
disassemble and recycle.

Who does it? Toothpaste and toothbrush manufacturers, including consumer giant Colgate-
Palmolive, manufacture these non-recyclable products.

What is the solution? Since being served with a shareholder resolution by As You Sow (AYS)
a non-profit environmental protection group in 2012, Colgate-Palmolive has been working with
AYS to create a recyclable toothpaste tube or package.

Pizza hut, Dominos, etc (The dreaded pizza box)

The problem: Pizza boxes – and many other takeout containers – are made of recyclable
materials, but when cheese or other food scraps stick to the cardboard, they are no longer
recyclable.

Who does it? Consumers and food delivery places.

What is the solution? Consumer awareness and letting consumers know that the box is
valuable. Although consumers and yes pizza companies can’t avoid the take-out pizza with
cheese attached to lid, some companies have turned to environmentally friendly solutions
including using compostable containers and specially designed recyclable-friendly pizza
boxes.
 Chapter-3

Presentation, analysis and finding

3.1 DATA ANALYSIS

Data analysis has multiple facets and approaches, encompassing diverse techniques under a
variety of names, while being used in different business, science, and social science domains.
In today's business, data analysis is playing a role in making decisions more scientific and
helping the business achieve effective operation.

As volume and diversity of digitally stored data keeps growing, the importance for the business
to create a holistic picture of the customer continues to grow. In this paper, we discuss the
possibilities available to researches with four different streams of data. First we discuss data
fusion, merging of proprietary databases with market research data, which enables appending
attitudinal data to customer behaviour. Secondly best practices in packaging available in the
market and helps customer to choose a product covering every questionable basis.

The analysis and findings that went through in making of this particular project is co-operating
with the thought that packaging industry has changed with the due course of time for every
item available on earth. It shows packaging is merely not an eyewash and totally effective for
product from the manufacturing process to sale.

Why food packaging account for highest number of market share?

INTERPRETATION:

According to the survey conducted Food packaging as a market contains most part because
of the rise in the technology of food and other items with the fact that food is perishable and
therefore the packaging needs to be sustained to make it preferably fresh for the consumer.
Packaging protects against damage or contamination by micro-organisms, air, moisture and
toxins.

It prevents product spilling or leaking. Nutrition, ingredients and sell-by dates are important
not only to the consumer, but to grocery stores as well. Bar codes help stores to track inventory
and sales. Food Packaging plays such an important role in the preservation and marketability
of a product, many companies seek a contract packaging service to help them obtain the best
quality packaging available. Benefits to a co-manufacturer include cost, speed, quality and
innovation.
 Chapter 4
Conclusion and Recommendation
4.1 CONCLUSION

To conclude one must say that packaging as an eyewash or a necessity would caught up
with a mixed emotion of thoughts as there was a time when it used to be an eyewash but in
modern era it’s beneficial for both the consumers and the manufacturer hence it has become an
necessity. Packaging is indispensable component of modern lifestyle.

To be
continued....
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 abbreviation 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 sometime 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.
Annexures

BIBLIOGRAPHY

BOOKS

1. Packaging an art.

2. Soul of a product.

WEBSITES

1. https://en.wikipedia.org/wiki/Packaging

2. https://www.ukessays.com/essays/education/packaging

3. https://www.entrepreneur.com/encyclopedia/packaging

4. https://www.packaging-labelling.com/