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Thesis

On

Role Of Packaging On Consumer Buying Behavior

Prepare By

Student of Superior University


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A dissertation

Presented to the Faculty of the

Management Sciences Department,

Superior Group of Colleges College,

University Campus, Lahore.

In particular fulfillment of the Requirements for the Degree of Masters in Business Administration

By

Khalid Azeem

MBA PROFESSIONAL

8257

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OFFICIAL RECOGNITION STATEMENT:

I Khalid Azeem declare that this thesis is my own work and has not been submitted in any formfor another degree or diploma at any university or other institute of tertiary education. Informationderived from the published and unpublished work of others has been acknowledged in the textand a list of references is given in the bibliography. I hereby certify that this paper represent myown invention, that where the language of others is set out, quotation marks so indicate , and thatcorrect credit is given where I have used the language , ideas, expression or writing of a different.

Signature

Khalid Azeem


A dissertation

Presented to the Faculty of the

Management Sciences Department,

Superior Group of Colleges College,

University Campus, Lahore.

In particular of the Requirements fro the Degree of masters in Business Administration

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By

Khalid Azeem

Approved By:

______________________________________

______________________________________

______________________________________

______________________________________

Received By:

______________________________________

______________________________________

______________________________________

______________________________________

DEDICATION

We are dedicating our work to our parents and respected teacher Prof Ilyas , who have played avital role in our studies and have guided us at every step with their precious ideas. No doubt this

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dedication is insufficient and we can never repay for the role which they have played in our studies but we are sure that their work will prove itself an asset in our life

Acknowledgement

I am very thankful to Prof Ilyas which gave us valuable information. We pay gratitude Prof Ilyasgiving valuable guideline.

We are also very thankful to all the participants who helped us a lot by giving up to date

information.

We are very proud of our teacher Prof Ilyas whose help and instructions enable us to bind papersinto project manner. We are very thankful to him.

PREFACE

“The most beautiful things we can experience are the mysterious .It is source of all true art andscience”

(Albert Einstein, 1930)

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This thesis is based on the topic which is assigned to us by our respected teacher Prof Ilyas, thetopic which I took for it:


In the thesis, I have covered all the topics related to Packaging and Buying Behavior..

Table of Contents

Abstract 11

Chapter # 1

Introduction 12

Objectives of the study 13

Key terms Defined 14

Research Question 14

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Chapter # 2

Literature Review 15

Chapter # 3

Theoretical foundation 26

Consumer Buying Behavior 26

Stages of the Consumer Buying Process 27

Types of Consumer Buying Behavior 29

Packaging 39

Objectives of packaging 39

Theatrical Frame work 41

Dependent Variable 42

Independent Variable 42

Packaging color 43

Background-image 44

Packaging Material 44

Font Style 45

Design of wrapper 45

Printed Information 45

Innovation 46

Chapter # 4

Tools of Data Collection 47

Sampling Technique and Sample 47

Measures 47

Methodology 48

Chapter # 5

Reliability Test 50

Descriptive Analysis 51

Scatter-Plot Matrix 55

Correlation Analysis 62

H othesis 1:

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62

Hypothesis2: 63

Hypothesis3: 64

Hypothesis4: 65

Hypothesis5: 66

Hypothesis6: 67

Hypothesis 7: 68

Regression Analysis 69

Equation for regression 70

Hypothesis 1:72

Hypothesis2: 72

Hypothesis3: 72

Hypothesis4: 72

Hypothesis5: 72

Hypothesis6: 72

Hypothesis

7: 72

Chapter # 6

Discussion: 74

Conclusions 75

Recommendations 78

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Summary 79

Areas of future research 79

References 80

Appendix 85

Questionnaire 85

Abstract

The aim of this thesis is to et the A stud to oint toward role of acka in on consumer bu in

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behavior. The basic purpose of behind it to find out how such factors are behind the success of packaging. According to this research I try to find the positive relationship between independentvariable and dependent variables. For collecting the data I wil l use the questionnaire, while for analysis I wil l use SPSS 16. A sample of 145 consumers will be selected to test the reliability of the model. The significance of the study, its delimitation and limitations are discussed. Theresearch is based in Pakistan. The consumer buying behavior is dependent variable. Thepackaging is the most important factor. Packaging elements like Packaging color. BackgroundImage, Packaging Material, Font Style, Design of wrapper, Printed Information and Innovation is

taken as predictors. Due to increasing self-service and changing consumers’ lifestyle the interestin package as a tool of sales promotion and stimulator of impulsive buying behavior is growingincreasingly. So package performs an important role in marketing communications, especially inthe point of sale and could be treated as one of the most important factors influencingconsumer’s purchase decision. Literature analysis on question under investigation has shownthat there is no agreement on classification of package elements as well as on researchmethods of package impact on consumer’s purchase decision. By this article we seek to revealelements of package having the ultimate effect on consumer choice. Taking into considerationthat package could be treated as a set of various elements communicating different messages toa consumer; the research model was developed and tested in order to reveal impact of visualand verbal package elements on consumer’s purchase decisions.

CHAPTER # 1

INTRODUCTION

Introduction (2)

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CHAPTER CONTENTSIntroduction

Objectives of the studyKey terms DefinedResearch Question

Introduction

In nowadays competitive environment the role of package has changed due to increasing self-

service and changing consumers’ lifestyle. Firms’ interest in package as a tool of sales promotionis growing increasingly. Package becomes an ultimate selling proposition stimulating impulsivebuying behavior, increasing market share and reducing promotional costs.

According to Rundh (2005) package attracts consumer’s attention to particular brand, enhancesits image, and influences consumer’s perceptions about product. Also package imparts uniquevalue to products (Underwood, Klein & Burke, 2001; Silayoi & Speece, 2004), works as a tool for differentiation, i.e. helps consumers to choose the product from wide range of similar products,stimulates customers buying behavior (Wells, Farley & Armstrong, 2007). Thus packageperforms an important role in marketing communications and could be treated as one of the mostimportant factors influencing consumer’s purchase decision. In this context, seeking to maximize

the effectiveness of package in a buying place, the researches of package, its elements and their impact on consumer’s buying behavior became a relevant issue.

Literature analysis on question under investigation has shown that there is no agreement onclassification of package elements as well as on research methods of package impact onconsumer’s purchase decision. Some of researchers try to investigate all possible elements of package and their impact on consumer’s purchase decision (Silayoi & Speece, 2004; Silayoi &Speece, 2007; Butkeviciene, Stravinskiene & Rutelione, 2008), while others concentrates onseparate elements of package and their impact on consumer buying behavior (e.g., Vila &

Ampuero, 2007; Madden, Hewett & Roth, 2000; Underwood et al., 2001; Bloch, 1995). Moreover some researchers investigate impact of package and its elements on consumer’s overall

purchase decision (e.g., Underwood et al., 2001), while others – on every stage of consumer’sdecision making process (e.g., Butkeviciene et al., 2008). Furthermore the abundance of scientific literature on this issue do not provide unanimous answer concerning impact of packageelements on consumer’s buying behavior: diversity of the results in this area depends not only onresearch models constructed and methods employed, but on the context of the research too. Allabove mentioned confirms the necessity to investigate this issue in more detail. In the light of these problematic aspects, research problem could be formulated as following question: whatelements of a package have an ultimate effect on consumer purchase decision?

The aim of this paper – basing on theoretical analysis of package elements and their impact onconsumer‘s purchase decision empirically reveal the elements having the ultimate effect onconsumer choice in a case of different products.

.

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Objectives of the study

To find out the effect of packaging on the buying behavior.

Theoretical analysis of package elements and their impact on consumer‘s purchasedecision empirically reveal the elements having the ultimate effect on consumer choice in acase of different products

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

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

To identify the elements which should be highlight while design the packaging.

Key terms Defined

Consumer Buying Behavior

Process by which individuals search for, select, purchase, use, and dispose of goods andservices, in satisfaction of their needs and wants

Packaging

Packaging can be defined quite simply as an extrinsic element of the product. Packaging is thecontainer for a product

Research Question:

Main Question

Role of Packaging on consumer buying behavior.

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CHAPTER # 2

LITERATURE REVIEW

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lw3

CHAPTER CONTENTSLiterature Review

Literature Review

Rita Kuvykaite (2009) has descriptive research. According to Rita package attracts consumer’sattention to particular brand, enhances its image, and influences consumer’s perceptions aboutproduct. Also package imparts unique value to products

(Underwood, Klein & Burke, 2001; Silayoi & Speece, 2004), works as a tool for differentiation, i.e.helps consumers to choose the product from wide range of similar products, stimulates

customers buying behavior (Wells, Farley & Armstrong, 2007). Thus package performs animportant role in marketing communications and could be treated as one of the most importantfactors influencing consumer’s purchase of package, its elements and their impact onconsumer’s buying behavior became a relevant issue. He basing on theoretical analysis of package elements and their impact on consumer‘s purchase decision empirically reveal theelements having the ultimate effect on consumer choice. Research methods that Rita used issystematic and comparative analysis of scientific literature; empirical research There are sixvariables that must be taken into Consideration by producer and designers when creatingefficient package: form, size, color, graphics, Material and flavor. Similarly, Kotler (2003)distinguishes six elements that according to him must be evaluated when employing packagingdecisions: size, form, material, color, text and brand. The research result of Rita shows the impact

of package elements on consumers purchase decisions can be stronger. He conclude thatPackage could be treated as one of most valuable tool in today’s marketing communications,necessitating more detail analysis of its elements and an impact of those elements on consumersbuying behavior. The impact of package and its elements on consumer’s purchase decision canbe revealed by analyzing an importance of its separate elements for consumer’s choice.

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Bed Nath Sharma Dec. 2008 studied New Consumer Products Branding, Packaging andLabeling in Nepal. This paper focuses on existing practice of branding, packaging and labelingof new products in consumer product manufacturing units. The study method was Descriptivepresentation of facts collected through questionnaire survey concerned with different section ofconsumer new products (soap, biscuit, noodles, cigarettes and The study further investigatesthe new consumer product packaging and labeling status in manufacturing units. They are

aware about the value of packaging and labeling. Majority of the consumer products 84.37% (27out of 32 responses) are using product label as a simple tag attached to the product or anelaborately designed graphic that is part of the package.

Alice Louw (2006) has studied The Power of Packaging the people belonged to Age 20-30 yearsold University graduates were taken for research.20 respondents were asked to rank 5 water bottles in terms of their overall appeal. Following this, they were given a questionnaire and askedto rate each of the bottles on 20 statements related their packaging. For the remaining 20respondents, the order of the process was switched: they rated the bottles first and then ranked

them. The statements ranged from functional attributes (e.g. easy to drink from, right size) to moreemotive, non-functional attributes (e.g. I like the colors, high quality). For both groups there was aclear winner and a clear loser in terms of the rankings. However, although the top brand chosenwas consistent in both groups, the worst brand differed. The group that ranked the bottles firstshowed more variance in terms of their responses (Variance 1.33) than the second group whorated the attributes first (variance 0.89). This Packaging plays an important role in the marketingcontext. His research results that right packaging can help a brand carve a unique position in themarketplace and in the minds on consumers.

John Th Gersen (2000) worked on The Ethical Consumer. Moral Norms and Packaging Choicepublished in Journal of Consumer Policy Kluwer Academic Publishers. Printed in theNetherlands. The paper presents a study of a case with these two characteristics: Danishconsumers’ choice presents a study of a case with these two characteristics: Danish consumers’choice of environment-friendly packaging. With regard to this case, the evidence supports theclaim. A majority of Danish consumers have developed personal norms about choosingenvironment-friendly packaging and the personal norm is a significant predictor of their (self-reported) propensity to choose environment-friendly packaging in the supermarket.

Renaud LUNARDO 2007 has a great research on the influence of label on wine consumption. itseffects on young consumers’ perception of authenticity and purchasing behavior The mainobjective of the paper is to identify the effects of authenticity on purchase behavior. Theyused a repertory grid (RG) approach as a methodological framework in order to know whichpattern of features is better at inducing purchase. All the relationships between authenticityprovided by the label of bottles and consumer behavior attributes (performance risk, perceivedprice and purchase intentions) have all been tested by using linear regressions. This study wasintended to provide a more complete understanding of the influence of the authenticity perceivefrom the label of bottled wine. As an attempt to extend the research on the influence label of bottled wine can have on consumers’ decisions of buying, the current it is clear from thesefindings is the major role played by labels.

L Renaud 2007 worked on The Influence of Eco-Labeling on Consumer Behavior. The mainobjective of this study was to assess the relative importance of the labeling in Packaging

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compared to other product attributes (like brand, price, etc.) for consumers’ buying decisions. Themethodological approach that they chose was discrete choice analysis, which is particularlypowerful for this kind of analysis. Further this study attempts to analyze if the importance of thelabeling and packaging differs between product groups. They surveyed a total of 302 customers;Two thirds of the interviews were conducted in the German-speaking. The Variables chosewithin this study are , present mood, time, buying purpose With regard to sustainabili ty marketing,Time. The most important result of analysis is the significant willingness to pay for Packagingenergy efficient products.

Adelina Broadbridge & Henry Morgan (2007), consumer buying behavior and perception towardretail and brand baby products. A two-stage research methodology consisting of both qualitativeand quantitative research techniques was adopted. The population was defined as ‘parents of children under the age of five who use baby care products’.

Both the qualitative and quantitative research showed that respondents adopted similar riskreduction strategies in their purchase of baby care products. This research investigatedconsumer perceptions and buying behavior of baby care products. The results of the primary

research indicated that consumers need to feel confident with the product in terms of reliabil ityand performance and packaging.

Bytyqi Hysen*, Vegara Mensur (2008) have research on analysis of consumer buying behavior in regard to dairy products in kosovo. This survey was carried out by the Department of Livestockand Veterinary Sciences, Agriculture Faculty of Prishtina, Kasovo during 2007. Interviews of 304respondents were conducted in super-markets (677) and mini-markets (397) and later 23interviews were completed in green market mainly for Sharri cheese and curd. To study thereasons for choosing milk products upon supply, a coding approach from 1- 5 was used (1 = very

important; 2 = highly important; 3 = average; 4 = less important; 5 = not important). Perception of consumers about dairy products was assessed using different variables i.e. habits, trust, price,quality, package, age of consumer, origin of product, type of shop, brand and gender of consumer. It was conclusion after analysis that the packaging has great effect on the purchase of dairy products.

Rita Kuvykaite1, AistÄ— Dovaliene2, Laura Navickiene3 (2009) worked on impact of packageelements on consumer purchase decision economics & management. Material are the mostimportant visual elements for purchasing both milk (size and material 3.80) and washing-powder

(resp.: 3.87 and 3.41); whereas, in this case form, color and graphic could be treated asunimportant elements of package. When analyzing importance of verbal elements, it could bestated that product information (4.24 for milk and 4.06 for washing-powder) and country-of-origin(resp.: 4.22 and 3.88) are the most important elements. Furthermore its worth to add, thatproducer and brand couldn’t be underestimated too, because the importance of both of theseelements is treated by customers above the average. Comparing the impact of visual and verbalelements of package on consumer’s purchase decision it could be stated that verbal elementsare more important than visual ones, when purchasing both milk and washing-powder. Accordingto the research model developed the impact of package’s elements on consumer’s purchasedecision depending on time pressure, consumer’s involvement level and individualcharacteristics were analyzed.

H Ahasanul ,(K Ali 2009) measured the Factors Influencing Buying Behavior of Piracy Impact toMalaysian. A structured questionnaire was used to collect data whereby it was served as primary

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data to answer the research questions and objectives planning to find out the factors that plays avital role about consumers perception towards pirated products. It can be identified that thedependent variable is consumer perception on piracy. Where else the independent variableswould be divided to social influence, personality/believe, culture, and the economy. These arethe factors that could influence consumers’ perception on piracy thereby supporting outdependent variable. Social influence would include susceptibility, which means an individualmight purchase a pirated product merely because his/ her friend or family members bought theproduct and introduced it to them.

Ulrich R. Orth (2009) worked on Packaging Design as resource for the construction of BrandIdentity. A thorough review of the literature on packaging design reveals that there are nomeaningful guidelines for developing holistic packaging design, Shapes, Finishes, Sizes,Images, Typography, Colors, Impressions, Purchase Intention, and Brand. This research wasconducted by collecting information and data in four stages. First, a review of the brandingliterature determined a list of strategically relevant brand impressions for wine. Second,appropriate wine packaging design elements were identified and a sample of real andrepresentative designs was selected. Third, professionals in the design and advertising industryrated wine packaging designs on the previously identified design elements. This research aimedat generating guidelines for managing strategic brand impressions, namely brand identity created

by the wine packaging design

Kriti Bardhan Gupta (2009) has study on Consumer Behavior for Food Products in India. primarydata was collected from 326 respondents in Uttar Pradesh and National Capital Region Therelative importance of various food purchasing criteria was estimated for four different foodcategories, food and vegetables; milk and milk products; food grains and pulses; and processedfoods on 1-5 scale, The present study explored the consumer behavior for food products in Indiafrom different perspectives. People accepted the fact that their food habits get affected with theshifting to a new region but many basic buying and consumption behavior do not change. Some

of the changes in buying and consumption behavior of relocated people, which were observedafter their settlement to a new region, were not significantly different from the level of changes inbehavior of non-moving people. However, compared to the last 10 years, people have startedpreferring more healthy foods and are willing to try out new dishes. They tend to learn cookingand eating new food items after relocation without discontinuing their traditional food items.There is also influence of children on the type of food items that they eat.

This paper has shown that impulse buying is indeed a relevant factor in CE retailing, thus justifying the use of sales packaging. However, optimization is still important. From aneconomical and environmental perspective it is very costly to apply sales packaging (withadditional material use and transport volume) to products that do not need them, or to apply them

in an ineffective way. Economical costs and environmental impact can be expressed in a singlescore, indicating the packs performance. To allow proper management of the pack design thesales performance should be expressed in as simple a way as possible, preferably also a singlescore. As calculating the sales performance is impossible a test wil l need to be used. Thepressure from time-to-market in the CE industry, demands that the test be relatively simple.

S Nuntasaree and Dr. E Barry (2008) published a paper with subject of a model of male andconsumer behavior in buying skin care products in Thailand.. The conceptual model of maleconsumer behavior in buying skin care products beliefs in product attributes

Quality, Price, Brand, Packaging, Advertising, Promotion, Salesperson, Distribution. This studyused a quantitative research method. A convenience sample with a shopping mall-intercepttechnique was employed for the sampling method. The closed-ended questionnaire developedfrom standard questions of relevant literature was chosen as a research instrument. The

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Statistical Package for the Social Sciences program (SPSS) version 15.0 was used in this studywith a 0.05 level of significance for all of the statistical assessments. The data set was screenedand examined for incorrect data entry, missing values, normality and outliers.

Several studies have investigated issues such as packages as a means of attracting the attentionof consumers (Underwood et al., 2001; Garber et al., 2000; Goldberg et al, 1999; Schoormans &

Robben, 1997). Other studies researched packages as a means of communication as well as ameans of communicating brand and product meaning (Underwood & Klein, 2002; Garber et al.,2000, Schoormans & Robben, 1997; Gordonet al., 1994; Homer & Gauntt, 1992; Rigaux-Bricmont, 1981; McDaniel & Baker,1977).

Packages are found to attract attention (Underwood et al., 2001; Garber et al., 2000;Goldberg etal., 1999; Schoormans & Robben, 1997). In fact, Goldberg et al. (1999) found that by dismissingsuch non-verbal signs as colors, the attention to verbal signs can be increased. Pictures onpackages are emphasized to attract attention, particularly when consumers are not very familiar with the brands (Underwood et al., 2001).

Furthermore, packages are claimed to attract attention when their appearances are not typicalwithin a product class (Garber et al., 2000; Schoormans & Robben 1997). In other words, pastresearch has discovered that deviating packages attract attention. Other studies show thatdeviating package colors and shapes attract attention (Garber etal., 2000; Schoormans &Robben 1997). Underwood et al. (2001), on the other hand, found that pictures on packagesattract attention particularly in cases when consumers are less familiar with a brand. Studies thathave focused on other single signs than pictures on packages have found that such singlepackage signs as colors (Gordon et al., 1994), brand names (Rigaux-Bricmont, 1981), andmaterials (McDaniel & Baker, 1977) convey brand meaning.

Pires Gon¸calves, Ricardo (2008) worked on Product Characteristics and Quality

Perception, according to him When they choose among competing products consumers arefaced with quality and product performance uncertainty, hence, they rely on cues as extrinsicattributes, for instance brand, price, package and warranty, as signals of perceived quality. Littleresearch has been done on packages as extrinsic attributes used by consumers as signs of perceived quality, thus this study is a small contribution to that lack of scholarly research onpackages. Colors and shapes are important elements of marketing strategies, and they are both

essential features of packages, especially in product labels. Labels are one of the most importantfeatures of product packaging, and they are designed to communicate a message. The modelproposed in this study builds on previous models of consumer quality perception and signals of quality from product cues. In this research, colors and shapes combinations in labels areconsidered as the extrinsic attributes used as signals of quality by consumers.

Liang Lu (2008) worked on a paper :Packaging as a strategic tool University of Halmstad schoolof Business and Engineering. Packaging is an important part of the product that not only serves afunctional purpose, but also acts as a mean of communicative information of the products and

brand character. Packaging must be functional; it must protect the products in good storage, inshipment and often in use. Besides, it has also the function that can give customers the ease of access and use on the purpose of convenience. After looking at Kolter theory about packaging,we will turn to different theory relating to packaging design and its important elements in order tohelp us to solve the first research question.

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Judy Rex, Stuart Wai and Antonio Lobo (2003), it is An Exploratory Study into the Impact of Color And Packaging as Stimuli in the Decision Making Process for a Low Involvement Non-DurableProduct The consumers and the manager agreed that important factors when deciding whichpacket of potato crisps to purchase were the quality, the brand and the price of the product, withflavor also being an important factor for the consumers. The consumers used a constant sumscale (out of 100) to rate the six attributes of flavor, quality, brand, price, size and shape, and the

color of the packaging. Overall, the consumers indicated that the flavor of the product waseasily the most important stimulus when selecting potato crisps with an average rating of 38points. This was about twice as important as the quality (21 points), which was more importantthan the brand (14 points) and the price (13 points). While brand and price were of about equalimportance,

P.H.K.Prathiraja and A.Ariyawardana (2003) has a great study in the impact of lutritional labelingon Consumer Buying Behavior. This study shows that consumers use nutritional labeling whenmaking a purchasing decision and that it is especially because of health consciousness. Amajority of the respondents revealed that they are willing to pay something additional for the

nutritional information provided on food items. Of those who are willing to pay somethingadditional, a greater proportion was in the age category 36 to 50 years, have had tertiaryeducation and the households had less than 4 members.

K Sony (2008) studied the consumer responses toward attribute framing in product packaging.The main purpose of this study is to investigate the impact of message framing, level of involvement, and numerical difference on consumer response. Fresh-milk product was chosenas the object for experiment. This study has the following suggestion for packaging design basedon the findings. Fresh milk is commonly considered as health-related product. The study is

advantageous in giving marketers a more thorough picture of how message framing affectsconsumer response in various numerical alternatives and level of involvement. It will also behelpful in developing successful packaging strategy. For future study, different types of productscan be investigated further.

Assoc. Professor Jane (2005), Consumer Response to Sponsorship Leveraged

Packaging (SLP). Structural equation modeling (SEM) was used to analyses the data from theexperiment. This program of research aims to test a model that examines the structural

relationships between SLP and consumer attitudes and purchase intentions toward thesponsors’ products as well as the factors that impact this relationship. Research suggestssponsorship leverage packaging may act in a similarly way to celebrity endorsement on productpackaging, implying that FMCG brands may benefit from marketing strategies that communicatethe sponsorship relationship on packaging. It is critical that brand managers identify the affectSLP has on consumer behavior and evaluate the degree to which it can enhance communicationof the sponsorship relationship in the marketplace. This paper outlines a framework of consumer response to SLP, proposing a three step process of exploratory and experimental methodologies.The outcomes from the research will contribute to a better understanding of sponsorship effectson consumer behavior and provide managers with the means to develop more effective brandingstrategies and promotions.

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CHAPTER # 3

Theoretical Foundation

CHAPTER CONTENTS Theoretical foundationConsumer Buying BehaviorStages of the Consumer Buying ProcessTypes of Consumer Buying Behavior PackagingObjectives of packagingTheatrical Frame workDependent VariableIndependent Variable

Theoretical Foundation

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Theoretical frame-work focuses on the relationship between the dependent and independentvariables. The distinction between dependent and independent variables is as important in acomparative study as in a regression analysis. Dependent variable in case of a comparativestudy is the one which we aim to predict and independent variables here are the ones who areused to predict the dependent variable.

Role of Packaging In Consumer Buying Behavior.


Process by which individuals search for, select, purchase, use, and dispose of goods andservices, in satisfaction of their needs and wants. See also consumer decision making.

Purchase decision making pattern that is a complex amalgam of needs and desires, and isinfluenced by factors such as the consumer's

(1) Societal role (parent, spouse, worker, etc.),

(2) Social and cultural environment and norms, and

(3) Aspirations and inhibitions

Buying Behavior is the decision processes and acts of people involved in buying and using

products.

Need to understand

Why consumers make the purchases that they make?

What factors influence consumer purchases?

The changing factors in our society.

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needsto analyze buying behavior for:

Buyer’s reactions to a firms marketing strategy has a great impact on the firms success.

The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies(gives utility to) customers, therefore need to analyze the what, where, when and how consumersbuy.

Marketers can better predict how consumers will respond to marketing strategies.

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Stages of the Consumer Buying Process

Six Stages to the Consumer Buying Decision Process (For complex decisions). Actualpurchasing is only one stage of the process. Not all decision processes lead to a purchase. All

consumer decisions do not always include all 6 stages, determined by the degree of complexity...discussed next.

The 6 stages are:

Problem Recognition

(Awareness of need)--difference between the desired state and the actual condition. Deficit inassortment of products. Hunger--Food. Hunger stimulates your need to eat.

Can be stimulated by the marketer through product information--did not know you were deficient?I.E., see a commercial for a new pair of shoes, stimulates your recognition that you need a newpair of shoes.

Information search

Internal search, memory.

External search if you need more information. Friends and relatives (word of mouth). Marketer dominated sources; comparison shopping; public sources etc.

A successful information search leaves a buyer with possible alternatives, the evoked set.

Hungry, want to go out and eat, evoked set is

chinese food

indian food

burger king

klondike kates etc

Evaluation of Alternatives

Need to establish criteria for evaluation, features the buyer wants or does not want. Rank/weightalternatives or resume search. May decide that you want to eat something spicy, Indian getshighest rank etc.

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If not satisfied with your choice then returns to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information from different sources may be treateddifferently. Marketers try to influence by "framing" alternatives.

Purchase Decision

Choose buying alternative, includes product, package, store, method of purchase etc.

Purchase

May differ from decision, time lapse between 4 & 5, product availability.

Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive Dissonance, haveyou made the right decision. This can be reduced by warranties, after sales communication etc.

After eating an Indian meal, may think that really you wanted a Chinese meal instead.

Types of Consumer Buying Behavior

Types of consumer buying behavior are determined by:

Level of Involvement in purchase decision. Importance and intensity of interest in a product in aparticular situation.

Buyers level of involvement determines why he/she is motivated to seek information about acertain products and brands but virtually ignores others.

High involvement purchases--Honda Motorbike, high priced goods, products visible to others,and the higher the risk the higher the involvement.

Types of risk:

Personal risk

Social risk

Economic risk

The four type of consumer buying behavior are

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Routine Response/Programmed Behavior

Buying low involvement frequently purchased low cost items; need very little search and decisioneffort; purchased almost automatically. Examples include soft drinks, snack foods, milk etc.

Limited Decision Making

Buying product occasionally. When you need to obtain information about unfamiliar brand in afamiliar product category, perhaps. Requires a moderate amount of time for informationgathering. Examples include Clothes--know product class but not the brand.

Extensive Decision Making

Complex high involvement, unfamiliar, expensive and/or infrequently bought products. Highdegree of economic/performance/psychological risk. Examples include cars, homes, computers,education. Spend a lot of time seeking information and deciding.

Information from the companies MM; friends and relatives, store personnel etc. Go through all sixstages of the buying process.

Impulse buying, no conscious planning.

The purchase of the same product does not always elicit the same Buying Behavior. Product canshift from one category to the next.

For example:

Going out for dinner for one person may be extensive decision making (for someone that does

not go out often at all), but limited decision making for someone else. The reason for the dinner,whether it is an anniversary celebration, or a meal with a couple of friends will also determine theextent of the decision making.

Categories that Affect the Consumer Buying Decision Process

A consumer, making a purchase decision will be affected by the following three factors:

Personal

Psychological

Social

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The marketer must be aware of these factors in order to develop an appropriate MM for its targetmarket.

Personal

Unique to a particular person. Demographic Factors. Sex, Race, Age etc.

Who in the family is responsible for the decision making?

Young people purchase things for different reasons than older people.

Psychological factors

Psychological factors include:

Motives

A motive is an internal energizing force that orients a person's activities toward satisfying a needor achieving a goal.

Actions are effected by a set of motives, not just one. If marketers can identify motives then theycan better develop a marketing mix.

MASLOW hierarchy of needs!!

Physiological

Safety

Love and Belonging

Esteem

Self Actualization

Need to determine what level of the hierarchy the consumers are at to determine what motivatestheir purchases.

Perception

What do you see?? Perception is the process of selecting, organizing and interpretinginformation inputs to produce meaning. IE we chose what info we pay attention to, organize it andinterpret it.

Information inputs are the sensations received through sight, taste, hearing, smell and touch.

Selective Exposure-select inputs to be exposed to our awareness. More likely if it is linked to an

event, satisfies current needs, intensity of input changes (sharp price drop).

Selective Distortion-Changing/twisting current received information, inconsistent with beliefs. Advertisers that use comparative advertisements (pitching one product against another), have tobe very careful that consumers do not distort the facts and perceive that the advertisement was

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for the competitor. A current example...MCI and AT&T...do you ever get confused? SelectiveRetention-Remember inputs that support beliefs, forgets those that don't. Average supermarketshopper is exposed to 17,000 products in a shopping visit lasting 30 minutes-60% of purchasesare unplanned exposed to 1,500 advertisements per day. Can't be expected to be aware of allthese inputs, and certainly will not retain many. Interpreting information is based on what isalready familiar, on knowledge that is stored in the memory.

Ability and Knowledge

Need to understand individual’s capacity to learn. Learning, changes in a person's behavior caused by information and experience. Therefore to change consumers' behavior about your product, need to give them new information re: product...free sample etc.

South Africa...open bottle of wine and pour it!! Also educate American consumers about changesin SA. Need to sell a whole new country. When making buying decisions, buyers must process

information. Knowledge is the familiarity with the product and expertise.Inexperience buyers often use prices as an indicator of quality more than those who haveknowledge of a product. Non-alcoholic Beer example: consumers chose the most expensive six-pack, because they assume that the greater price indicates greater quality.

Attitudes

Knowledge and positive and negative feelings about an object or activity-maybe tangible or intangible, living or non- living.....Drive perceptions. Individual learns attitudes throughexperience and interaction with other people. Consumer attitudes toward a firm and its productsgreatly influence the success or failure of the firm's marketing strategy.

Attitudes and attitude change are influenced by consumer’s personality and lifestyle. Consumersscreen information that conflicts with their attitudes. Distort information to make it consistent andselectively retain information that reinforces our attitudes. IE brand loyalty. There is a differencebetween attitude and intention to buy (ability to buy).

Personality

All the internal traits and behaviors that make a person unique, uniqueness arrives from aperson's heredity and personal experience. Examples include:

Work a holism

Compulsiveness

Self confidence

Friendliness

Adaptability

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Ambitiousness

Dogmatism

Authoritarianism

Introversion

Extroversion

Aggressiveness

Competitiveness.

Traits affect the way people behave. Marketers try to match the store image to the perceived

image of their customers.

There is a weak association between personality and Buying Behavior; this may be due tounreliable measures. Nike ads. Consumers buy products that are consistent with their self concept.

Lifestyles

Recent US trends in lifestyles are a shift towards personal independence and individualism anda preference for a healthy, natural lifestyle.

Lifestyles are the consistent patterns people follow in their lives.

EXAMPLE healthy foods for a healthy lifestyle. Sun tan not considered fashionable in US until1920's. Now an assault by the American Academy of Dermatology.

Social Factors

Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family,reference groups, social class and culture.

Opinion leaders

Spokespeople etc. Marketers try to attract opinion leaders...they actually use (pay) spokespeopleto market their products. Michael Jordon (Nike, McDonalds, Gatorade etc.)

Can be risky...Michael Jackson...OJ Simpson...Chevy Chase

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Roles and Family Influences

Role...things you should do based on the expectations of you from your position within a group.

People have many roles.Husband, father, employer/e. Individuals role are continuing to change therefore marketers mustcontinue to update information.

Family is the most basic group a person belongs to. Marketers must understand:

Many family decisions are made by the family unitConsumer behavior starts in the family unitFamily roles and preferences are the model for children's future family (can reject/alter/etc)Family buying decisions are a mixture of family interactions and individual decision makingFamily acts an interpreter of social and cultural values for the individual.The Family life cycle: families go through stages, each stage creates different consumer demands:bachelor stage...most of BUAD301newly married, young, no children...mefull nest I, youngest child under 6full nest II, youngest child 6 or over full nest III, older married couples with dependant childrenempty nest I, older married couples with no children living with them, head in labor force

empty nest II, older married couples, no children l iving at home, head retiredsolitary survivor, in labor forcesolitary survivor, retired

Reference Groups

Individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group members.

Families, friends, sororities, civic and professional organizations.

Any group that has a positive or negative influence on a persons attitude and behavior.

Membership groups (belong to)

Affinity marketing is focused on the desires of consumers that belong to reference groups.Marketers get the groups to approve the product and communicate that approval to its members.Credit Cards etc.!!

Aspiration groups (want to belong to)

Disassociate groups (do not want to belong to)

Honda, tries to disassociate from the "biker" group.

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The degree to which a reference group will affect a purchase decision depends on an individualssusceptibility to reference group influence and the strength of his/her involvement with the group.

Social Class

An open group of individuals who have similar social rank. US is not a classless society. UScriteria; occupation, education, income, wealth, race, ethnic groups and possessions.

Social class influences many aspects of our lives. IE upper middle class Americans prefer luxurycars Mercedes.

Upper Americans-upper-upper class, .3%, inherited wealth, aristocratic names.

Lower-upper class, 1.2%, newer social elite, from current professionals and corporate elite

Upper-middle class, 12.5%, college graduates, managers and professionals

Middle Americans-middle class, 32%, average pay white collar workers and blue collar friends

Working class, 38%, average pay blue collar workers

Lower Americans-lower class, 9%, working, not on welfare

Lower-lower class, 7%, on welfare

Social class determines to some extent, the types, quality, quantity of products that a person buysor uses.

Lower class people tend to stay close to home when shopping; do not engage in much prepurchase information gathering.

Stores project definite class images.

Family, reference groups and social classes are all social influences on consumer behavior. Alloperate within a larger culture.

Culture and Sub-culture

Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous groupof people and transmitted to the next generation.

Culture also determines what is acceptable with product advertising. Culture determines whatpeople wear, eat, reside and travel. Cultural values in the US are good health, education,individualism and freedom. In american culture time scarcity is a growing problem. IE change inmeals. Big impact on international marketing.

Different society, different levels of needs, different cultural values.

Culture can be divided into subcultures:

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Geographic regions

Human characteristics such as age and ethnic background.

IE West Coast, teenage and Asian American.

Culture effects what people buy, how they buy and when they buy.

What is packaging?

The definitions of ‘packaging’ vary and range from being simple and functionally focused

to more extensive, holistic interpretations. Packaging can be defined quite simply as an extrinsicelement of the product (Olson and Jacoby (1972)) - an attribute that is related to the product butdoes not form part of the physical product itself. “Packaging is the container for a product –encompassing the physical appearance of the

container and including the design, color, shape, labeling and materials used” (Arens,1996).

Objectives of packaging

Packaging and package labeling have several objectives:

• Physical Protection – Protection of the objects enclosed in the package from

shock, vibration, compression, temperature, etc.

• Barrier Protection - A barrier from oxygen, water vapor, dust, etc.

• Containment or Agglomeration - Small objects are typically grouped together in onepackage for transport and handling efficiency. Alternatively, bulk

Commodities (such as salt) can be divided into packages that are a more suitable

Size for individual households.

• Information transmission - Information on how to use, transport, recycle, or

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Dispose of the package or product is often contained on the package or label.

• Reducing theft - Packaging that cannot be re-closed or gets physically damaged

(Shows signs of opening) is helpful in the prevention of theft. Packages also

Provide opportunities to include anti-theft devices.

• Convenience - features which add convenience in distribution, handling, display,

Sale, opening, re-closing, use, and re-use.

• Marketing - The packaging and labels can be used by marketers to encourage

Potential buyers to purchase the product.

Packaging may be looked at as several different types. For example a transport package or distribution package can be the shipping container used to ship, store, and handle the product or inner packages. Some identify a consumer package as one which is directed toward a consumer or household.

Packaging may be discussed in relation to the type of product being packaged: medical device

packaging, bulk chemical packaging, over-the-counter drug packaging, retail food packaging,military materiel packaging, pharmaceutical packaging, etc.

Theatrical Frame work

http://en.wikipedia.org/wiki/Medication

http://en.wikipedia.org/wiki/Materiel

http://en.wikipedia.org/wiki/Food

http://en.wikipedia.org/wiki/Over-the-counter_drug

http://en.wikipedia.org/wiki/Chemical_substance

http://en.wikipedia.org/wiki/Medical_device

http://en.wikipedia.org/wiki/Shipping_container

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Independent Variable

Packaging color Background ImagePackaging MaterialFont StyleDesign of wrapper Printed InformationInnovation

Dependent Variable


Packaging color

Color plays an important role in a potential customer’s decision making process, certain colorsset different moods and can help to draw attention. One good example of successful use of color psychology is in the Apple iPod advertisements; they use simple tri tone color schemes of black,white and a bright background color. The bright background color is to give the advertisement afun feel and the contrasting white on black is to focus attention.

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Meaning of the Color Blue

Blue is the most common favorite color and is liked by both genders. Blue is seen as atrustworthy, peaceful and calm color and is often related to the sky or water. Blue is usually cooland quiet but more electric shades can give a dynamic feel. Although blue has the benefits of gender indifference and being the most common favorite color, the overuse of blue can seem

cold or uncaring. Blue is often used because it is the designer’s favorite color but after considering the meaning of other colors, another color may be a better choice.

Meaning of the Color Green

Green is related to life and nature; if you want to give your product a natural feel use green.Green is the second most popular color and the most popular shades of green are the blue-greens, which should be expected when blue and green are the two most popular colors. Yellow-greens should be avoided around food products as the color will act as an appetite-depressant.

As well as the natural feel greens have, they can also signify money, health and power.

Meaning of the Color Yellow

Yellow is a very useful color because it is the most easily noticed, it wil l grab the attention of aperson so can be a good choice for things such as magazine advertisements which may usuallybe ignored due to ad blindness. Yellow signifies happiness, optimism and warmth but alsocaution. The main advantage of yellow is its attention grabbing feature so a combination of blueand yellow can be a successful color scheme which could create a cool and calm mood from theblue but still draw attention because of the yellow.

A sealed pack of diced pork from Tesco. It shows the cooking time, number of servings, 'displayuntil' date, 'use by' date, weight in kg,price, price to weight ratio in both £/kg and £/lb, freezingand storage instructions. It says 'Less than 3% Fat' and 'No Carbs per serving' and includesa barcode. The Union Flag, British Farm Standard tractor logo, and British Meat Quality Standardlogo are also present.

Background-image

The background image property specifies the background image for an element.

When setting a background image, authors should also specify a background color property thatwill be used when the image is unavailable. Note also that when the image is available, it isrendered on top of the background color. Thus, in any transparent areas of the image, thebackground color will be visible.

Packaging Material

Any material used especially to protect something- packing, wadding. Consumer can change itsdecision re ardin Packa in material. Hi h ualit Packa in attract consumer then low ualit

http://www.wordwebonline.com/en/WADDING

http://www.wordwebonline.com/en/PACKING

http://www.wordwebonline.com/en/PROTECT

http://www.wordwebonline.com/en/ESPECIALLY

http://www.wordwebonline.com/en/MATERIAL

http://en.wikipedia.org/wiki/Union_Flag

http://en.wikipedia.org/wiki/Barcode

http://en.wikipedia.org/wiki/Carbohydrate

http://en.wikipedia.org/wiki/Fat

http://en.wikipedia.org/wiki/Pound_%28mass%29

http://en.wikipedia.org/wiki/Mass

http://en.wikipedia.org/wiki/Price

http://en.wikipedia.org/wiki/Weight

http://en.wikipedia.org/wiki/Shelf_life

http://en.wikipedia.org/wiki/Tesco

http://en.wikipedia.org/wiki/Pork

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Packaging. The first packages used the natural materials available at the time: Baskets of reeds,wineskins (Bota bags),wooden boxes, pottery vases, ceramic amphorae, wooden barrels,woven bags, etc. Processed materials were used to form packages as they were developed: for example, early glass and bronze vessels. The study of old packages is an important aspectof archaeology. Iron and tin plated steel were used to make cans in the early 19th century.

Paperboard cartons and corrugated fiberboard boxes were first introduced in the late 19thcentury. Packaging advancements in the early 20th century included Bakelite closures

on bottles, transparent cellophane over wraps and panels on cartons, increased processingefficiency and improved food safety. As additional materials such as aluminum and several typesof plastic were developed, they were incorporated into packages to improve performance andfunctionality. So packaging material have strong have with buying behavior.

Font Style

The font style of Packaging grab customer attraction. The up gradation of IT technology havesupport this feature. The successful companies have best practices of the font styles. They hirespecialist in composing which create mind blowing and attractive font styles. The attractivepackage has innovative font style. So we can say that there is relation between font style andbuying behavior

Design of wrapper

The over all design also play a vital role in attracting the consumer. Mostly the children of 10-18years are so sensitive to the design of wrapper. The companies try their best to create attractivedesign of packaging

Printed Information

Container or wrapper for a consumer product that serves a number of purposes includingprotection and description of the contents, theft deterrence, and product promotion. The labels onpackages are important components of the overall marketing mix and can support advertising

claims, establish brand identity, enhance name recognition, and optimize shelf space allocations.

The consumer can change his decision on the basis of information printed on the packaging.Mostly in Merchandises and daily FMCG the consumer can perform evaluation on the basis of printed information.

Innovation

Innovative packaging may actually add value to the product if it meets a consumer need such as

portion control, recyclability, tamper-proofing, child-proofing, easy-open, easy-store, easy-carry,and non breakability.

Manufacturers today strive to have packaging that maintains the key equities of the brand, hasstand out appeal on the retailer’s shelf, and is sustainable but with lower production costs. The

http://en.wikipedia.org/wiki/Plastic

http://en.wikipedia.org/wiki/Aluminium

http://en.wikipedia.org/wiki/Food_safety

http://en.wikipedia.org/wiki/Carton

http://en.wikipedia.org/wiki/Cellophane

http://en.wikipedia.org/wiki/Bottle

http://en.wikipedia.org/wiki/Bakelite

http://en.wikipedia.org/wiki/Box

http://en.wikipedia.org/wiki/Corrugated_fiberboard

http://en.wikipedia.org/wiki/Carton

http://en.wikipedia.org/wiki/Paperboard

http://en.wikipedia.org/wiki/Tin_can

http://en.wikipedia.org/wiki/Steel

http://en.wikipedia.org/wiki/Iron

http://en.wikipedia.org/wiki/Archaeology

http://en.wikipedia.org/wiki/Bronze

http://en.wikipedia.org/wiki/Glass

http://en.wikipedia.org/wiki/Bag

http://en.wikipedia.org/wiki/Barrel

http://en.wikipedia.org/wiki/Amphora

http://en.wikipedia.org/wiki/Vase

http://en.wikipedia.org/wiki/Wooden_box

http://en.wikipedia.org/wiki/Bota_bag

http://en.wikipedia.org/wiki/Basket

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customer can adopt product on the basis of its innovative packaging, which shows the relationbetween buying behavior and innovation of packaging.

CHAPTER # 4

Data & Methodology

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CHAPTER CONTENTSTools of Data CollectionSampling Technique and SampleMeasuresMethodology

Data & Methodology

Tools of Data Collection:

In order to find data on Role of packaging on consumer buying behavior. I will collect data on four variables: The first benefit to use questionnaire technique is that

result.

Sampling Technique and Sample

The Population of my study will be students and educational. Institutions of Pakistan in whichthe sample size of 150 students will be taken for conducting the study by using simple random

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sampling in order to generalize the findings in the particular sector.

Measures:

. There were at least 25 questions in the survey obtaining data for one variable and somequestions were directly obtaining data with no complications. The sample of questioner isavailable in appendix-1. Measure for each variable is defined below:

Dependent Variable



Packaging color

Background Image

Packaging Material

Font Style

Design of wrapper

Printed Information

Innovation

Each of above mentioned variable was measure by asking the seven questions by using the 5-points itemized rating type scale ranging from (1) strongly disagree to (5) strongly agree

Methodology:

To make analysis of data I wil l use Spss software in which we will make analysis in to two partswhere part one wil l lead descriptive statistics that will be use to “describe and summarize dataand include measures of central tendency (average) and dispersion (the spread of data or how

close each other is to the measure of central tendency)”

1. Descriptive analysis

I have used first techniques for generating result is descriptive statistics. It shows minimum,maximum, and Mean values of data.

2. Scattered plots

A scatter plot is a type of mathematical diagram using Cartesian coordinates to display values for two variables for a set of data. The data is displayed as a collection of points, each having thevalue of one variable determining the position on the horizontal axis and the value of the other variable determining the position on the vertical axis. This kind of plot is also called a scatter

http://en.wikipedia.org/wiki/Plot_%28graphics%29

http://en.wikipedia.org/wiki/Variable_%28mathematics%29

http://en.wikipedia.org/wiki/Cartesian_coordinates

http://en.wikipedia.org/wiki/Mathematical_diagram

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chart,

3. Correlation

The Pearson's correlation is used to find a correlation between at least two continuous variables.The value for a Pearson's can fall between 0.00 (no correlation) and 1.00 (perfect correlation).Other factors such as group size will determine if the correlation is significant. Generally,correlations above 0.80 are considered pretty high.

4. Multiple regressions

Linear regression analysis estimates the coefficients of a linear equation, involving one or moreindependent variables, that best predict the value of the dependent variable.

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CHAPTER # 5

Empirical Findings

CHAPTER CONTENTSReliability TestDescriptive AnalysisScatter-Plot MatrixCorrelation AnalysisRegression AnalysisEquation for regression

Empirical Findings

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Reliability Statistics

Cronbach'sAlpha

N of Items

.782 2

Reliability Test

Dependent Variable

The Value of Cronbach's Alpha is bigger then 0.7 and also positive,which shows the reliability of dependent variables.


The data of independent variables or predictors is reliable. Because the value of Cronbach's Alpha is 0.858 which is greater then 0.7. The value is also positive, so the data used for analysisis reliable.

Reliability Statistics

Cronbach'sAlpha N of Items

.858 7

Descriptive Analysis

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Table 5.1

Descriptive Statistics

N Minimum Maximum MeanStd.

DeviationBuying_Behavior 145 1 5 3.73 .920

Valid N (listwise) 145

In the above table 5.1 the minimum values, maximum values, mean values and the values of standard deviation of dependent Variable have been shown. Mean value provides the idea about

the central tendency of the values of a variable. Number of observations of each variable is 145.Standard deviation and the extreme values (minimum in comparison to maximum value) give theidea about the dispersion of the values of a variable from its mean value. The Minimum value is 1while Maximum value is 5. The Mean value is 3.73 with standard deviation of 0.92

Table 5.2


N MinimumMaximum MeanStd.

Deviation

Packing_Color 145 1 5 3.55 .924

Valid N(listwise)

145

In the above table 5.2 the minimum values is 1, maximum values 5, and mean values 3.55 whilethe values of standard deviation is 0.924. Mean value provides the idea about the centraltendency of the values of a variable. Number of observations of each variable is 145.

Table 5.3



Deviation

Background 145 1 5 3.66 .942Valid N(listwise)

145

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The above table 5.3 the minimum value of 1 and maximum value of 5. The values can bedeviated by 0.942. Which means that the mean value can varied by +0.942 or -0.942.

Table 5.4



Deviation

Quality_Packing 145 1 5 3.72 .924


The above table 5.4 the minimum value of 1 and maximum value of 5. The values can bedeviated by 0.924. Which means that the mean value can varied by +0.924 or -0.924.

Table 5.5



Deviation

Font_Style 145 2 5 3.71 .849

Valid N

(listwise)

145

In the above table 5.5 the minimum values is 1, maximum values 5, and mean value is 3.71 while

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the values of standard deviation is 0.849. Mean value provides the idea about the centraltendency of the values of a variable. Number of observations of each variable is 145.

Table 5.6



Deviation

Wraper_Design 145 1 5 3.70 .927

Valid N(listwise)

145

In the above table 5.6 the minimum values is 1, maximum values 5, and mean value is 3.70 whilethe values of standard deviation is 0.927. Mean value provides the idea about the central

tendency of the values of a variable

Table 5.7



Deviation

Printed_information 145 1 5 3.68 .992Valid N (listwise) 145

In the above table 5.7 the minimum values is 1, maximum values 5, and mean value is 3.68 whilethe values of standard deviation is 0.992. Mean value provides the idea about the centraltendency of the values of a variable

Table 5.8



Deviation

Packing_Innovation 145 1 5 3.55 .953


In the above table 5.9 the minimum values is 1, maximum values 5, and mean value is 3.55 whilethe values of standard deviation is 0.953. Mean value provides the idea about the central

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tendency of the values of a variable.

Scatter-Plot Matrix

Figure 5.9

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Figure 5.9 shows the results of scatter plot matrix where we intend to have some idea about therelationship between buying behavior and color of packaging. If we observe then the flow of lineis come from right to left which shows the positive relationship between buying behavior andcolor of packaging. This means that if the attractive colors are used in packaging then consumer will purchase product and the above results have been confirmed by the table of correlations.

Figure 5.10

Figure 5.10 shows the results of scatter plot matrix where we intend to have some idea about therelationship between buying behavior and background of packaging. If we observe then the flowof line is come from right to left which shows the positive relationship between buying behavior and color of packaging. This means that if the attractive background are used in packaging thenconsumer will purchase product and the above results have been confirmed by the table of correlations.

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Figure 5.11

Figure 5.11 shows the results of scatter plot matrix where we intend to have some idea about therelationship between buying behavior and quali ty of packaging. If we observe then the flow of line is come from right to left which shows the positive relationship between buying behavior andquality of packaging. This means that if the fine quality is used in packaging material thenconsumer will attract and the above results have been confirmed by the table of correlations.

Figure 5.12

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Figure 5.12 shows the results of scatter plot matrix where we intend to have some idea about therelationship between buying behavior and font style used in packaging. If we observe then theflow of line is come from right to left which shows the positive relationship between buyingbehavior and quality of packaging.

Figure 5.13

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Figure 5.13 shows the results of scatter plot matrix where we intend to have some idea about therelationship between buying behavior and design of wrapper. If we observe then the flow of lineis come from right to left which shows the positive relationship between buying behavior andwrapper design. This means that attractive wrapper will attract consumer and the above results

have been confirmed by the table of correlations.

Figure 5.14

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Figure 5.14 shows the results of scatter plot matrix where we intend to have some idea about therelationship between buying behavior and design printed information. If we observe then the flowof line is come from right to left which shows the positive relationship between buying behavior

and wrapper design. This means that if the printed information is used in packaging thenconsumer will attract and the above results have been confirmed by the table of correlations.

Figure 5.15

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Figure 5.15 shows the results of scatter plot matrix where we intend to have some idea about therelationship between buying behavior and Packaging Innovation. If we observe then the flow of line is come from right to left which shows the positive relationship between buying behavior andwrapper design. This means that if the printed information is used in packaging then consumer will attract

Correlations

Table 5.16

Correlations

Buying_BehaviorPacking_Color

Buying_Behavior

PearsonCorrelation

1 .591

Sig. (2-tailed)

.000

N 145 145

PearsonCorrelation

.591 1

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Packing_Color Sig. (2-tailed)

.000

N 145 145

**. Correlation is significant at the 0.01 level (2-tailed).

Hypothesis 1:

H1: there is relationship between Buying Behavior and Packing color

H0: there is no relationship between Buying Behavior and Packing color

Table 5.16 represents the table of correlations. Where two variables – buying behavior andPacking color– are positively correlated (r= .591, p = .000). There is moderate relation betweenthese two variables which is significant. We will accept H1 and reject H0.

So we can say that the attractive packaging color can attract consumer. Consumer likes thecolored packaging. It also implies that using attractive colors in packaging we can grab customer attention.

Table 5.17

Correlations

Buying_BehaviorBackground

Buying_Behavior

PearsonCorrelation

1 .554

Sig. (2-tailed) .000

N 145 145

PearsonCorrelation

.554 1

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Background Sig. (2-tailed)

.000

N 145 145


Hypothesis 2:

H1: there is relationship between Buying Behavior and Background of Packing.

H0: there is no relationship between Buying Behavior and Background of Packing.

Table 5.17 represents the table of correlations. Where two variables – buying behavior andBackground of Packing are positively correlated (r= .554, p = .000). There is moderate relationbetween these two variables which is significant. We will accept H1 and reject H0.

It mean that the customer can adopt product on the behalf of its packaging background. Thisresult is also useful to marketer so that they create products with best possible backgroundimage.

Table 5.18

Correlations Buying_BehaviorQuality_Packing

Buying_Behavior

PearsonCorrelation

1 .506

Sig. (2-tailed)

.000

N 145 145

Quality_Packing

PearsonCorrelation

.506 1

Sig. (2-

tailed) .000N 145 145


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Hypothesis 3:

H1: there is relationship between Buying Behavior and Quality of Packing.

H0: there is no relationship between Buying Behavior and Quality of Packing.

Table 5.18 represents the table of correlations. Where two variables buying behavior andQuality of Packing are positively correlated (r= .506, p = .000). There is moderate relationbetween these two variables which is significant. We will accept H1 and reject H0.

The results clears that the consumer also evaluate the products on the behalf of its packagingquality. The better quality of package is proffered by customer.

Table 5.19

Correlations

Buying_BehaviorFont_Style

Buying_Behavior

PearsonCorrelation

1 .574

Sig. (2-tailed)

.000

N 145 145

Font_Style

PearsonCorrelation

.574 1


N 145 145


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Hypothesis 4:

H1: there is relationship between Buying Behavior and Font Style.

H0: there is no relationship between Buying Behavior and Font Style.

Table 5.19 represents the table of correlations. Where two variables buying behavior and FontStyle are positively correlated (r= .574, p = .000). There is moderate relation between these twovariables which is significant. We will accept H1 and reject H0.

The result identifies that the font styles are also liked by customer. Consumer wants to have newexperiments with font style.

Table 5.20

Correlations

Buying_BehaviorWraper_Design

Buying_Behavior

PearsonCorrelation

1 .411

Sig. (2-tailed)

.000

N 145 145

Wraper_Design

Pearson

Correlation .411 1Sig. (2-tailed)

.000

N 145 145


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Hypothesis 5:

H1: there is relationship between Buying Behavior and Wrapper Design.

H0: there is no relationship between Buying Behavior and Wrapper Design.

Table 5.20 represents the table of correlations. Where two variables buying behavior andWrapper Design are positively correlated (r= .411, p = .000). There is moderate relation betweenthese two variables which is significant. We will accept H1 and reject H0.

Table 5.21

Correlations

Buying_BehaviorPrinted_information

Buying_Behavior

PearsonCorrelation

1 .433

Sig. (2-tailed)

.000

N 145 145

Printed_information

PearsonCorrelation

.433 1

Sig. (2-tailed)

.000

N 145 145

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Hypothesis 6:

H1: there is relationship between Buying Behavior and Printed Information.H0: there is no relationship between Buying Behavior and Printed Information.

Table 5.21 represents the table of correlations. Where two variables buying behavior andPrinted Information positively correlated (r= .433, p = .000). There is moderate relation betweenthese two variables which is significant. We will accept H1 and reject H0.

Table 5.22

Correlations

BuyingBehavior PackingInnovation

Buying_Behavior

PearsonCorrelation

1 .545


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N 145 145

Packing_Innovation

PearsonCorrelation

.545 1


N 145 145


Hypothesis 7:

H1: there is relationship between Buying Behavior and Packing Innovation.

H0: there is no relationship between Buying Behavior and Packing Innovation.

Table 5.22 represents the table of correlations. Where two variables buying behavior andPrinted Information positively correlated (r= .545, p = .000). There is moderate relation betweenthese two variables which is significant. We will accept H1 and reject H0.

Regression Analysis

Model Summary

Model RR

SquareAdjusted R

Square

Std. Error of the

Estimate

1 .729a .531 .507 .646

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In above table the R is multiple correlation coefficient, its value is 0.729. While Adjusted R

Square shows the ratio of interdependence. Value of adjusted R square is 0.507 which ismultiply by 100. It that means 50.7% of the variance in the dependent variable can be predictedfrom Independent variable.

ANOVAb

Model Sum of Squares

df MeanSquare

F Sig.

1

Regression 64.787 7 9.255 22.191 .000a

Residual 57.139 137 .417

Total 121.926 144

The significant level in ANOVA table shows that the combination of variables significantlypredicts the dependant variable.

Coefficientsa

Model

UnstandardizedCoefficients

StandardizedCoefficients t Sig.

B Std. Error Beta

1

(Constant) .274 .297 .925 .000

Packing_Color .237 .079 .238 2.988 .003

Background .208 .074 .213 2.821 .004Quality_Packing .059 .079 .059 .748 .001

Font_Style .247 .084 .228 2.938 .004

Wraper_Design .040 .076 .040 .520 .004

Printed_information .070 .070 .075 .993 .002

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Packing_Innovation .171 .074 .177 2.294 .003

a. Dependent Variable: Buying_Behavior

Equation for regression

The objective of the regression in this study is to find such an equation that could be used to findthe impact of predictors on dependent variable. The specified regression equation takes thefollowing form:

S = α+ β1(PC) + β2(BI) + β3(PM) + β4(FS) + β5(DOR) + β6(PI) + β7(INV)

Where

Packaging color = PC

Background Image = BI

Packaging Material = PM

Font Style= FS

Design of wrapper =DORPrinted Information = PI

Innovation = INV

So equation comes as

Consumer Buying Behavior =

0.274 + 0.237(PC) + 0.208 (BI) + 0.059(RM) + 0.247(FS) + 0.040(DOR)

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+0.070(PI) +0.171(INV)

Hypothesis Test

Hypothesis 1:

H1: there is relationship between Buying Behavior and Packing color

H0: there is no relationship between Buying Behavior and Packing color Hypothesis 2:

H1: there is relationship between Buying Behavior and Background of Packing.

H0: there is no relationship between Buying Behavior and Background of Packing.

Hypothesis 3:

H1: there is relationship between Buying Behavior and Quality of Packing.

H0: there is no relationship between Buying Behavior and Quality of Packing.

Hypothesis 4:

H1: there is relationship between Buying Behavior and Font Style.

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H0: there is no relationship between Buying Behavior and Font Style.

Hypothesis 5:

H1: there is relationship between Buying Behavior and Wrapper Design.

H0: there is no relationship between Buying Behavior and Wrapper Design.

Hypothesis 6:

H1: there is relationship between Buying Behavior and Printed Information.

H0: there is no relationship between Buying Behavior and Printed Information.

Hypothesis 7:

H1: there is relationship between Buying Behavior and Packing Innovation.

H0: there is no relationship between Buying Behavior and Packing Innovation.

The significant levels of packing color, back ground of packing, quality of packing, font style,wrapper design, printed information and innovative packing are 0.003, 0.005, 0.001, 0.004,0.004, 0.002, and 0.003 respectively. This test shows that the coefficients of the predictor are

statistically significant at less than five percent level of significance.

So we will reject Ho and accept H1.

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CHAPTER # 6

Conclusion

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CHAPTER CONTENTS Discussion

ConclusionsRecommendationsSummary

Areas of future research

References Appendix

Discussion:

The primary purpose of the present study is to investigate the role of packaging on consumer buying behavior in Pakistan. Using a quantitative method that is to check the proposed model inthe context of Pakistan and to see the generalizability of the research to the large population withthe sample size of 145 teachers’.

Past research has been focused on the impact of packaging on consumer buying behavior.(Rundh (2005) package attracts consumer’s attention to particular brand, enhances its image,and influences consumer’s perceptions about product. Also package imparts unique value toproducts). Through an extensive literature review on initial model is proposed which encompassthat how packaging elements mediates the relationship with packaging color, background,packaging material, font style, printed information, wrapper design and innovation in packaging.

The literature review has provided the basic theoretical evidence with regard to the link betweenpackaging and buying behavior.

Questionnaire was developed for data collection purpose on seven variables (packaging color,background, packaging material, font style, printed information, wrapper design and innovation).Descriptive analysis used to describe the data by using descriptive summary. Inferential analysis

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used to describe the relation between variables by checking the acceptance or rejection of hypothesis and to see the nature of relationship between variables. After observing the scatter plot matrix, histogram, descriptive analysis and the correlations and regression has been used for analysis purpose. The buying behavior has been used as dependent variable. The buyingbehavior is positively related to packaging color, background, packaging material, font style,printed information, wrapper design and innovation. The regression shows the packaging has50.7% contribution on buying behavior.

Conclusions

Results of research on role of packaging on consumer’s buying behavior stipulated followingconclusions:

Package could be treated as one of most valuable tool in today’s marketingcommunications, necessitating more detail analysis of its elements and an impact of thoseelements on consumers buying behavior.

Appropriate and vivid picture or packaging color which delivers them a happy feeling, or aneasy handle/open/dose/dispose package shape. All these elements contribute eachimportant effort to catch consumers’ attention and interest. Besides each element’s singlefunction, we think that a good combination of those elements may let the product more eye-catching and attractive.

The impact of package and its elements on consumer’s purchase decision can be revealedby analyzing an importance of its separate elements for consumer’s choice. For thispurpose main package’s elements could be identified: graphic, color, size, form, andmaterial of packaging are considered, wrapper design, printed information, innovation whileproduct information, producer, country-of-origin and brand are considered as importantones. Moreover, the impact of package elements on consumers purchase decisions shouldbe evaluated depending on the consumer’s involvement level, time pressure or individualcharacteristics of consumers.

Empirically testing the research model proposed, package elements having the ultimateeffect on consumer choice in a case of different products from group of convenience goodswere determined:

It has revealed that elements of package are the most important for consumer’s purchase

decision. For a major part of consumers’ a size and material are the main visual elements,while product information is also the main verbal elements when purchasing milk andwashing-powder.

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Results of analyzing the impact of package elements on consumers purchase decisionsdepending on level of involvement correspond with those of theoretical studies and let usstating that visual elements of package have relatively stronger influence on consumer’spurchasing when they are in the level of “low involvement”, in opposite to those who are inthe level of “high involvement”.

Packaging has a better reach than advertising does, and can set a brand apart from itscompetitors. It promotes and reinforces the purchase decision not only at the point of purchase, but also every time the product is used. Packaging in different serving sizes canextend a product into new target markets or help to overcome cost barriers. Packaging caneven drive the brand choice (especially in the context of children’s products).

Research into packaging has found that different packaging cues impact how a product is

perceived. Often the packaging is perceived to be part of the product and it can be difficultfor consumers to separate the two (the concept of gestalt). Aspects such as packagingcolor, typography, illustrations and graphics can influence how a product is perceived.

According to my research, I found out that most consumers like the product quality after theypurchased their desired packaged products. Based on those facts, we can not say there isa 100% equal relationship between good package and good product quality, but there is apositive thinking and trend about well-designed package shows high product quality. As amatter of fact, people are becoming more and more demanding; packaging has been

gradually shown his important role in a way to serving consumer by providing informationand delivering functions. With its different functionality to ease and to communicate withconsumers, there is no doubt about increasingly important role of packaging as a strategictool to attract consumers’ attention and their perception on the product quality.

Recommendations

Brand is important and its strategy is in consideration in the units. Product packaging is

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valuable for brand equity, product differentiation, market segmentation, new productintroduction, pricing, promotion etc. Brand name using plan implementation must beeffective in the units.

All the marketing units pay attention for good packaging. They accept that poor packagingis one of the causes of product failure in the market. It is necessary to set the packaging

standard and to implement accordingly for better protection and promotion of a product.

Consumer new product manufacturers mostly use the label in their products. Basically theydescribe that made it, where it was made, when it was made, what it contains, how to use itetc. Further more they believe that the consumers are properly guided by label to use theproducts. The information given in the label and its value have to be highlighted whilepromoting the product in the market. It must also be more useful technically.

I do believe that culture difference does have an impact on companies’ initiatives to designthe product package, for instance, during our research; the choices of packaging colors arequite different between the West and Far East. Thus, we think that it is important for international companies to take a consideration of culture differences when they design theproduct package.

Summary

Summarizing, it could be stated that detail evaluation of package elements and their impact onconsumer’s purchase decision, taking into consideration involvement level, individualcharacteristics of consumers, is necessary in order to implement efficient packaging decisions.

Areas of future research

Suggested areas for future research include a more in-depth analysis into the relationship

Between product attributes and total product assessment – how exactly does the research

Process influence overall opinions, what is the best way to gain insight into preference

Without biasing the results? Is this possible? More research into the elements of pack design and

how it influences consumer perceptions – are there universal rules or do they differ by productcategory, culture, etc?

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Appendix #1

Questionnaire

Dear Participants, I wil l be very thankful to you for this cooperation. The topic of thisquestionnaire is

Role of Packaging in Consumer Buying Behavior . This questionnaire is for the

research purpose. Its results will be used for analysis in Master Thesis. Please provideInformation with confidence. Your information will not be disclosed.

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Personal Information

NameGender

AgeProfession

EducationE-MailContact No

Rating of Questions

1 Strongly Disagree

2 Disagree3 Normal4 Agree5 Strongly Agree

Q Questions 1 Do you like the Packaging of any product/Brand? 1 2 3 4 52 Packaging is attractive? 1 2 3 4 5

3Do you purchase goods as advised by your family or friends?

1 2 3 4 5

4Do you think the products offered by leading brand arealways better?

1 2 3 4 5

5 Do you select products according to your life style? 1 2 3 4 5

6 Do you like the Color of Packaging? 1 2 3 4 57 Color of Packaging matters you in purchasing a product? 1 2 3 4 58 Do you like beautiful backgrounds? 1 2 3 4 5

9Do you Prefer the products package having attractive background?

1 2 3 4 5

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10 The quality of packaging can save product better? 1 2 3 4 5

11The product packed in high quality material is morepreferable?

1 2 3 4 5

12 Font Styles are attractive? 1 2 3 4 513 Do you like creative Font Style in Package of any product? 1 2 3 4 514 Wrapper design is important in Packaging? 1 2 3 4 515 Did design of product wrapper inspire you in purchasing? 1 2 3 4 516 Do you read printed information on the package of product? 1 2 3 4 5

17Do you evaluate product according to printed informationwhile purchasing?

1 2 3 4 5

18Do you prefer packaging with better handling andtransportation?

1 2 3 4 5

19 Innovation is important in Packaging. 1 2 3 4 5

20The innovative package can change your decision whilepurchasing?

1 2 3 4 5

I am very thankful to all the participants for this cooperation. I hope all the information that you putin the questionnaire will be according to your best expertise.

Thank You

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