How culture influence on the product packaging to gain
competitive advantage?
A case study on Partex Group
Dhaka, Bangladesh.
Dissertation prepared by Mohammad Anwarul Alam
ID: 0005OTOT1007
Submission date:
University of Wales Institute Cardiff (UWIC)
A Case Study on Partex Group 2010
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Abstract
This research is about discussing different cultural factors that influence packaging and also
consumer buying behavior. The research broadly discusses the different cultural factors that
foods and beverage industries should follow to gain competitive advantage and also to create
brand loyalty among the consumers. Opinion from different author has been discussed in the
study regarding different cultural factors that influence product packaging.
The various research methods for data collection that researcher used in the study also
mentioned. For the research the researcher collected data from Partex Food & Beverage
customers and also from management of Partex Food & Beverage.
The analysis and discussion involved examination of secondary data collection and primary data
collection and which shows that customers and management perception towards cultural factors
that influence product packaging. To satisfy the Bangladeshi consumers how organisation using
different cultural factors also analyzed in the research.
Different key suggestions also discussed at the end of the study about the influence of culture on
product packaging. The suggestion will help organisation to create brand loyalty and also
increase sale of the product through effecting use of culture on product packaging. In the
suggestion different cultural factors such as language and geographic region how help
organisation to gain competitive advantage. Also it suggest organisation to practice more these
factors to gain competitive advantage and create more intangible bond with consumers.
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Contents
Table of Contents Page
1. Chapter 1: Introduction…………………………………………………………….. 06
1.1 Research Background………………………………………………………….. 06
1.2 Influence of Culture on Packaging in Bangladesh…………………………….. 07
1.3 Background of Company……………………………………………………… 07
1.4 Problem Statement……………………………………………………………. 08
1.5 Significance of Study.………………………………………………………… 09
1.6 Beneficiaries of the Study…………………………………………………….. 09
1.7 Research Question & Research Objectives…………………………………… 10
1.8 Limitations……………………………………………………………………. 10
1.9 Structure of the Dissertation………………………………………………….. 11
2. Chapter 2: Literature Review ……………………………………………………. 12
2.1 Defining Culture ……………………………………………………………... 13
2.2 Defining Packaging ………………………………………………………….. 15
2.3 Culture and Consumer Buying Behavior……………………………………... 17
2.4 Packaging and Consumer Buying Behavior …………………………………. 19
2.4.1 Package Size …………………………………………………………. 20
2.4.2 Package Color …………………………………………………........... 20
2.4.3 Brand Identification and Label Information …………………………. 20
2.5 Packaging, Promotion & Culture ……………………………………………. 22
2.6 Perception of Packaging towards Consumers………………………………… 23
2.7 Effects of Culture on packaging ……………………………………………… 25
2.8 Ethical Issues on Product Packaging …………………………………………. 26
2.9 Summary of Literature Review ………………………………………………. 27
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3. Chapter 3: Research Methodologies ……………………………………………… 28
3.1 Research Approach …………………………………………………………… 29
3.1.1 Theoretical Approach ………………………………………………… 29
3.1.2 Methodological Approach ……………………………………………. 30
3.2 Research Categories ………………………………………………………….. 31
3.2.1 Exploratory research …………………………………………………. 31
3.2.2 Descriptive research ………………………………………………….. 31
3.2.3 Explanatory research …………………………………………………. 31
3.3 Strategies of Research ………………………………………………………... 32
3.3.1 Survey ………………………………………………………………… 32
3.3.2 Case study ……………………………………………………………. 32
3.4 Data Collection Sources ……………………………………………………… 33
3.4.1 Secondary Data Source ………………………………………………. 33
3.4.2 Primary Data Source …………………………………………………. 34
3.5 Research Sample Selecting …………………………………………………... 34
3.5.1 Research population ………………………………………………….. 34
3.5.2 Sampling frame ………………………………………………………. 34
3.5.3 Sample Size …………………………………………………………... 35
3.5.4 Techniques of Sampling………………………………………………. 35
3.6 Method & Instruments for Data Collection…………………………………… 36
3.6.1 Survey ………………………………………………............................ 36
3.6.2 Questionnaire …………………………………………………………. 37
3.7 Data Analysis and Presentation………………………………………………... 37
3.8 Limitation of the Study ……………………………………………………….. 38
3.9 Ethical Consideration …………………………………………………………. 38
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4. Chapter 3: Research Methodologies ……………………………………………… 39
4.1 Secondary Data Analysis ……………………………………………………... 40
4.1.1 Market Analysis……………………………………………….............. 40
4.1.2 Expenditure and Sale …………………………………………………. 42
4.2 Primary Data Analysis ………………………………………………………... 43
4.2.1 Data Analysis Customers ……………………………………………... 43
4.2.2 Data Analysis Focus Group …………………………………………… 53
4.3 Summary of Data Analysis ……………………………………………………. 62
5. Chapter 5: Conclusion & Recommendation ……………………………………… 63
5.1 Conclusion ……………………………………………………………………. 64
5.1.1 Research Question Discussion ……………………………………….. 64
5.1.2 Justification of Research Objectives …………………………………. 66
5.2 Recommendation …………………………………………………………….. 68
5.3 Limitation of research ………………………………………………………… 71
5.4 Implications for Practitioners ………………………………………………… 71
5.5 Implication of Further Research ……………………………………………… 71
6. List of Reference …………………………………………………………………. 72
7. Bibliography ……………………………………………………………………… 76
8. Appendix A ………………………………………………………………………. 80
9. Appendix B ………………………………………………………………………. 82
10. Appendix C ………………………………………………………………………. 84
11. Appendix D ………………………………………………………………………. 85
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Chapter – 1
Introduction
Background of
Research
Influence of
Culture on
Packaging in
Bangladesh
Company Overview
Problem Statement
Significance of
Study
Beneficiaries of
Study
Research Question
Research Objectives
Limitation
Dissertation
Structure
In the Chapter 1 the research of the
background is discussed and also
provides the answer undertaking this
dissertation. The chapter clearly
describes the research questions and
the objectives. The overview of the
organization is also discussed in the
chapter. Chapter also describes the
problem statement.
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1.1 Background of the Research
Business market is getting more competitive day by day. To keep up with the competition every
organization is developing their operation to gain the competitive advantage on the competitors.
To gain competitive advantage organizations are coming up with unique ideas. The FMCG
organizations are coming up with the new ideas to stay ahead on the business. Like other
business there are many factors that shape the FMCG‟s operation in any country (Cateora &
Graham, 2010). One of the major concerns for the FMCG organizations is the culture. But as
FMCG operation the culture plays a vital role. The packagings of the FMCG product are also a
major factor for the organization. The culture and packaging of the product can be integrated
with each other. Sometimes the culture shapes the product packaging. And packaging the
products according to the cultural variables can bring the competitive advantages to the
organization (Kotelr, Keller, Koshy, and Jha, 2009)
Packaging involves promoting, protecting, and enhancing the product. Packaging can be
important to both sellers and customers (Perreault, McCarthy 2005). Packaging the product
according the culture could a unique idea for any domestic FMCG organization. Many countries
have the lower literacy level than the average. And for the FMCG organization customers are
very valuable, whether they are below the literacy level or above. For the FMCG customers the
main concern is the product features and which is written on the product packaging. As a result
organization should concern the local language than the foreign language. The attractive
packaging can bring the competitive advantages too for the FMCG Company. When a counties
population is more sensitive about the own culture, the local organization should concern the
packaging according to the culture. As result organization can gain the customer loyalty and can
show the customers organization is respect their own culture.
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1.2 Influence of Culture on Packaging in Bangladesh
Packaging has a major impact on the foods and beverage industry. Innovative packaging by
foods and beverage industry helps to increase sale in recent years. The customers are getting
more attached with the products and also innovative packaging helps organisations to create
brand loyalty among the consumers. The factors using in packaging also helps organisation to
gain competitive advantage (Cant, 2010).
In recent few years culture has created major impact on foods and beverage industry. By using
local cultural factors on the product packaging organisation able to gain customer loyalty and
attracting non users towards products. The local organisations are successfully using different
cultural factors on product packaging (Armstrong et. al., 2009).
In the context of Bangladesh leading organisations like Partex, Akij, Pran and BD Foods using
different cultural factors for the product packaging. Form few years‟ organisations using more
local cultural factors than the other factors on product packaging. As a result customers are
getting more attached with the local organisation than MNC‟s.
1.3 Background of the Company
Partex group is a leading industrial trading group in Bangladesh. The Partex Group is operating
in the market since 1959. Under the Partex group there are 17 individual organizations. The
Partex Group is successful in their business with a high quality products and services. In 2000-
2001 the target turnover of the Partex Group was 8,000 million and estimating growth rate 15%
per annum. The concerns of Partex Group is Danish Condensed Milk Bangladesh Ltd, Danish
Milk Bangladesh Ltd, Danish Fruit Juice, Partex Beverage, Amber Cotton Mills Ltd, Star
Particles Boards Mills Ltd, Russel Steel Mills Ltd, Rubel Steel Mills Ltd, Partex Real Estate Ltd,
Ferrotechnic Ltd, Corvee Maritime Co Ltd, Star Chemicals Ltd, Amber Pulp and Paper
Manufacturer, DhakaCom, Webparamedics, Fotorama, Novartis.
In the beverage under the Partex Group, Royal Crown (RC Cola) is found every corner of the
Bangladesh. The Partex Beverage has different flavor in their beverage products. RC Cola, RC
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Lemon, Orange, and RC Diet are famous soft drinks around the country. Also the different fruit
juices are available for the customers (www.partexgroup.com, 2010).
1.4 Problem Statement
Customers are the biggest asset of a company or industry. By the customer loyalty organizations
can fulfill the objectives properly. It is an obvious that when customers are very sensitive
towards the local culture it is not wise to have the different culture on the product packaging. The
product packaging should contain the local culture or name to attract the customers. Also
organization can use the local cultural norms and religious picture to make the good impression
on the consumers. But in the products of Danish Biscuits the company uses the English language
on the product packaging. But it is obvious that when it is marketed in the rural areas of the
Bangladesh i.e. village sides, it will be difficult for the customers to understand the product name
and benefits of such products. It is also found on the juice products too. Because of the foreign
language on the product packaging, the customers are very unaware about the products and the
benefits they can get from the products. Other competitor of the Danish Food Products uses the
same opportunity to capture the big market share. The Akij Food Products use the local language
in the products; as a result the customers are aware of the products and the benefits they can get
from the products. This is how Akij Group gains the competitive advantages on the competitors.
The whole research will be done on the influence of the culture on the product packaging to gain
the competitive advantage on the market.
1.5 Significance of the Study
The market of the consumer goods is getting competitive day by day. Organizations are getting
more aware about the consumer buying behavior. Also many multinational organizations are
forcing the consumer to buy their products than the local products. In the competitions of the
globalization many local organization is facing more competition. The research will be done on
how organization can gain the competitive advantage to compete with the international
organization and also local competitors (Cateora & Graham, 2010). Sometime organization can
lose the vast consumer for the unawareness of the cultural influence. To gain the competitive
advantage organization need to concern more on the culture and also the product packaging. If
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the product packaging is done on the basis of the cultural influence organization can gain the vast
customers in different segments (Pride, Hughes, and Kapoor, 2010). When organization
introduce the new products or package the existing product, organization should be done on the
basis of cultural aspects. Packaging also acts as a promotion for the products. As result
organization should done the product packaging according to the local culture and should
introduce local actor actress to attract the customers (Hawkins et. al, 2004).
In the research the major point will be discussed how organization can change the consumer
buying behavior by the influence of the culture. Also organization how can package the products
on the basis of culture and also the importance of the role of culture on the product packaging.
The research will also describe where the organization is practices the cultural aspects on the
packaging or not. How organization can improve their packaging on the basis of culture.
1.6 Beneficiaries of the study
Different aspects of the culture such as lifestyle, religion, gender, and language make the great
impression on the consumer. Many organizations sometimes overlook these factors as result they
are unable to stay in the competition in the business. The research on the cultural influence on
the product packaging can lead to a solution for those organizations that overlook influence of
culture on product packaging. The major beneficiaries of the study may for the FMCG
organization to create good impression on the consumer. Also some of the study will be
beneficiaries for the academic knowledge. There will be a real life research which will help the
new organizations to understand the impact of culture on product packaging.
1.6 Research questions
i. Why it is important to consider local culture for product packaging?
ii. How can product packaging according to culture differentiate the product from
competitors?
iii. Which cultural factors majorly shaping products packaging?
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1.7 Research Objectives
To examine the role of culture on packaging decisions in the context of food and
beverage industry of Bangladesh.
In the context of Bangladesh market, the culture is important for the organization.
Organizations sometimes overlook the role of culture on the product packaging decision.
To address the core factors influences the packaging decisions.
Major factors of the culture influence on the product packaging by which organization can
gain the competitive advantage.
To evaluate consumer perception on packaging in the Context of Bangladesh
The factors of the culture can also create the brand loyalty for the organization. As a result
organization should examine which factors can create the brand loyalty.
To examine how packaging influences consumer buying behavior
The consumers are always sensitive towards the own culture. The buying behavior of
consumer can change for different factors and culture is one of them. As result organisation
should examine how culture can change the consumer buying behavior.
1.8 Limitations of the study
For the small sample size of the research it may difficult to get accurate result.
Another limitation that can create problem through the research is financial and time for the
research.
The people may be reluctant to reveal the actual condition of their cultural practices on the
product packaging.
The secondary data is always full of uncertainty that also could lead towards the inaccurate
result for the research.
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1.9 Structure of the dissertations
Chapter 1: Introduction
This introductory chapter provides a brief impression of the background of the research, followed by the discussion of the problem as well as stating the significance of the study. Furthermore, it highlights
the research questions and objectives that the paper ultimately intends to prove, and lastly it concludes with the limitations of the research and structure of the dissertation.
Chapter 2: Literature Review
The chapter commences with the critical evaluation of the scholars’ viewpoints regarding the management of quality in services. It then proceeds with the frame of references underlining the
application of TQM principles, and the potentials to overcome the barriers that obstruct successful implementation.
Chapter 3: Research Methodologies
The chapter explicitly defines the methods that made the research possible, stating the research approaches and strategies, along with the types of instruments and sampling techniques the
researcher chose to apply. Moreover, the limitations encountered and the ethical reflection of the research has been mentioned.
Chapter 5: Data Analysis & Presentation of the findings
The chapter relays the data in regard to the topic, in the form of primary and secondary findings. Secondary analysis conveys the data collected on Partex financial and market position. Furthermore,
the primary analysis presents the appropriate linkage between findings and concepts.
Chapter 6: Conclusions and Recommendations
The concluding chapter answers the research questions with justification of the research objectives that were introduced at the beginning of the paper. The closing part of the chapter provides
recommendations for the Partex and the limitations encountered throughout the study, in addition with the implications for future research.
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2.1 Defining Culture
Chapter – 2
Literature Review
1. Defining Culture
2. Defining Packaging
3. Culture and
Consumer Buying
Behavior
4. Packaging and
Consumer Buying
Behavior
5. Packaging,
Promotion & Culture
6. Consumer Perception
of Packaging
7. Effect of Cultures
on Packaging
8. Ethical Issues on
Product Packaging
9. Summary of
Literature Review
In this chapter contains literature
review of the research topic. The
literature review contains different
aspect of the culture and the product
packaging from various authors. Also
this chapter talks about different
factors of culture for product
packaging and how these factors
shape consumer behavior.
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Culture, subculture, and social group are mainly vital control on consumer buy. One person‟s
wants and behavior is determines by the cultural fundamental (Armstrong et. al., 2009). The
influence of culture on product packaging determines perception of customer toward the
particular product. Customers are always sensitive toward the product and the features of the
products. Some culture and the subculture influence on consumer buying decisions. The culture
shapes human mind on the product purchasing decision (Cramphorn, 2001).
The subculture is also an important aspect for the organization. Each subculture and social class
is particularly important influence on consumer buy (Cant et. al., 2009). Subcultures include
nationalities, religions, racial groups, and geographic regions. To serve large cultural or
subculture groups organisation often uses different strategies to serve them, the different
programs could be promotion, packaging, and also price factors. The people from different
subcultures have different cultural aspects. As result it shapes human mind on purchasing
decision (Kotler & Keller, 2006).
In addition to cultural factors, a consumer‟s behavior is influenced by such social factors as
reference groups, family, and social roles and status. Culture is the accumulation of shared
meaning, rituals, norms, and traditions among the members of an organization or society
(Solomon, 2003). These factors can create vital effect on the product packaging and also for the
business. As result organisation sometimes comes with different innovative ideas to fulfill every
needs of the society (Kotler and Armstrong, 2010).
For business or for any products culture is an essential part for the organization to be considered.
It is also important for both locally and internationally for the organization. For the international
market culture varies from country to country. In the human life culture is learned by the three
ways. In the formal learning young learns the culture from the elder or from the siblings how to
behave. In the informal learning a child learns through imitating behavior of others, family,
friends or by the TV characters. And in the technical learning child learns the culture from the
institution, what should be done and how it should be done (Schiffman & Kanuk, 2005).
On the product purchasing decision consumers sometimes create the cultural identity by the
purchasing. To establish self identities the products that acquire cultural meaning to consumers
and consumers are very much sensitive to those particular products (Peter, Olson, 2005). On the
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Culture
Different Subculture Social Groups
Influence Consumer on
Purchasing Decision
products purchasing decision culture plays an important role. The diagram below shows
importance of culture on packaging and also different culture factors or groups influence on
product packaging.
According to Hawkins, Best, Cony, 2004, culture is the complex whole that includes knowledge,
beliefs, art, law, morals, customs, and any other capabilities and habit acquire by humans as
member of society (Hawkins, Best, Cony, 2004). There are several aspects of the culture that
need to consider. According to Hawkins, Best, Cony, 2004 there are several things in the culture
need to be elaborate.
1. Culture is comprehensive concept. It includes almost everything that influences an
individual‟s thought processes and behavior.
2. Culture is acquired. It does not include inherited responses and predisposition.
3. The complexity of modern societies is such that culture seldom provides detailed
prescription for appropriate behavior. Instead, in most industrial societies, culture
supplies boundaries within which most individuals think and act.
4. The nature of culture influence is such that people are seldom aware of them.
Figure: 2.1 (Source - Schiffman & Kanuk, 2005)
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2.2 Defining Packaging
The packaging is a container of a product. It includes the design, color, shape, labeling, and
materials used and all together and it gives the physical appearance of a product (Arens, 1996).
Packaging promotes and protects the products. Packaging can be important to both seller and
customers. It is obvious that it protects the product but also it gives the recognition of the product
through the logo or the name. That makes the easy for the customers to purchase the product.
The purchasing decision is made by the customers packaging of a product is first thing customers
notice and by the attractive packaging customer made the decision to purchase that particular
product (Cant, 2010).
Different authors argue that packaging of products is not only an extension of a product also
serves as a promotional tool. The packaging is not play a major attribute for the product but it is
only combination of together name, logo/geographic symbol, the personality and the slogan of
brand (Keller, 1998). The importance of packaging cannot be underestimated. Sometime
organisation measure consumer brand perception and ignore product packaging. Often
consumers react towards unbranded products where packaging plays an important role.
Packaging helps to drive the way consumers experience a product. But still organisations spend
little on the researching the packaging and connection between consumers and packaging (Rice
and Hofmeyr, 2000).
Good packaging often made easier to identify the products and also promotes the brand for the
organisation (Perraeult & McCarthy, 1991). The packaging is important element for organisation
provides information and promotional tool when it is displayed on shelve of departmental stores,
and by this customers select the particular products (Dalrymple, Parsons, 2002). This is how
packaging can create the positive impression on the consumer buying behavior. Also packaging
sends a message to the customers about the product feature, specialty, importance and also the
benefits of the products. For the product packaging there are few objectives to be fulfilled. The
diagram shows the different objectives of the product packaging.
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Figure: 2.2 (Source – Dalrymple, Parsons, 2002)
As a promotional tool packaging is can be a very useful source. By the attractiveness of the
product packaging customers are willing to buy the particular products. Firms sometimes get
good response by the product packaging than organisation could get through different
advertising. The proper packaging can also lower the distribution cost. Good packages also save
space and easier to handle and display (Perraeult & McCarthy, 1991). Sometimes products get
damaged while it is transporting to stores and by the good and proper packaging it does not lead
towards the damage. As a result it reduces the cost of good damaged in the shipment. It can make
a product more convenient to use or store-and prevent spoiling or damage (Armstrong et. al.,
2009). The diagram shows that packaging has different perspective for the customers and also
for the organisation.
Figure: 2.3 (Source - Perraeult & McCarthy, 1991)
Physical Protection
Barrier Protection
Contaiment or Agglomeration
Information Transmission
Reducing Theft Convenience
Marketing
Packaging
As promotional
Tool
Prpmotes Brand
Prevent Damage
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2.3 Culture and Consumer Buying Behavior
In the consumer buying behavior the cultural aspects are very important. The culture itself is a
broad and pervasive in nature, its study generally requires a detailed examination of the character
of the total society, including such factors as language, knowledge, laws, religions, food
customs, music, art, technology, work pattern, products, and other artifacts that gives society its
distinctive flavor (Schiffman, Kanuk, 2005). The uncertainty is obvious on the culture.
According to Schiffman, Kanuk, 2005, the human behavior which is influenced by the culture
the organisation take this behavior naturally. For example, when consumer researchers ask
people why they do certain thing, they frequently answer, “Because it is right thing to do”
(Schiffman, Kanuk, 2005).
On the other hand in the consumer buying behavior the promotion is also plays an important
role. According to Rajgopal (2010), stated that on the consumer buying behavior promotion can
be very effective. The promotion sends the message about the reliability of the product and also
demonstrates the different factors practically. As a result consumer buying behavior can be
influenced by the promotion too (Rajgopal 2010).
Culture determines the needs of the people of the society. It teaches them every aspect of the
social rituals. The social norms and values also learnt by the culture. It offers order, direction,
and guidance in all phases of human problem solving by providing “tried-and-true” methods of
satisfying physiological, personal, and social needs (Schiffman, Kanuk, 2005). It determines that
culture has major effect on the human nature. And on the product purchasing decision the human
nature is always plays an important role. The people learn from the culture and the practices of
the culture can influence to buy the products. As a result the customer from different culture has
different buying behavior (Imran, 1999).
To shape consumer buying behavior also the other factors such taste, price, and features
important. Accrding to Hawkins, Best, Cony, (2004), the products with the best features with
less price is an important factors for the consumers. Rather that culture prices and taste for the
foods precuts shape human nature on product purchasing decision.
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There are several aspects of the culture that need to consider. According to Schiffman, Kanuk,
2005 there are several things in the culture need to be elaborate.
Figure: 2.4 (Source - Hawkins, Best, Cony, 2004)
For consumer buying behavior authors has different thoughts and as a result the consumer buyng
behavior can shape by different things. According to Rajgopal (2010) promotion plays a vital
role but on the other hand according to Schiffman, Kanuk, 2005 culture is important for shaping
consumer buying behavior. Also the other factors such taste, price, and features of the product
has effect on purchasing decision.
In addition to cultural factors, a consumer‟s behavior is influenced by such social factors as
reference groups, family, and social roles and status (Kotler & Keller, 2006). Culture is the
accumulation of shared meaning, rituals, norms, and traditions among the members of an
organization or society (Solomon, 2003). These factors can create vital effect on the product
packaging and also for the business. As result organisation sometimes comes with different
innovative ideas to fulfill every needs of the society.
Culture is comprehensive concept. It includes almost everything that influences an individual‟s thought processes and behavior.
Culture is acquired. It does not include inherited responses and predisposition.
The complexity of modern societies is such that culture seldom provides detailed prescription for appropriate behavior. Instead, in most industrial societies, culture supplies boundaries within which most individuals think and act.
The nature of culture influence is such that people are seldom aware of them.
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20
For business or for any products culture is an essential part for the organization to be considered.
It is also important for both locally and internationally for the organization. For the international
market culture varies from country to country. In the human life culture is learned by the three
ways. In the formal learning young learns the culture from the elder or from the siblings how to
behave. In the informal learning a child learns through imitating behavior of others, family,
friends or by the TV characters. And in the technical learning child learns the culture from the
institution, what should be done and how it should be done (Schiffman & Kanuk, 2005).
On the product purchasing decision culture is an important factor the consumers. It is always
culture shapes the human nature and behavior on the products purchase. The major factors that
shape the consumer decision are religion, lifestyle, language and the social norms and the rituals.
To get the attention of the customers, product packaging is an important part.
2.4 Packaging and Consumer Buying Behavior
For the organization it is always difficult to understand the consumer buying behavior. Like
other marketing strategies organization implement many packaging strategies for attract the
customers. Packaging designs and specific product characteristics are also marketing strategies.
On the innovative packaging organisation spend millions of dollars to attract customers, and
packaging is obviously major element for the organisation (Peter, Olson, 2005).
It is obvious that packaging can shape the consumer buying behavior. But on the other hand the
different factors of the products can also be very important for the consumer buying behavior.
Reliability and reputation of the products are major part for consumer buying behavior (Linda
Gorchels, 2006). The service quality of organisation and quality of products also determines
consumer buying behavior. The packaging is only an outer look of products but the product itself
should be high quality for shaping consumer behavior (Claver and Giles 2006).
On the other hand the packaging is a first thing consumers sees of a product. The package itself
proves the product quality. The quality products use innovative packaging for customers to
attract. The customers are always very choosy on the product purchasing decision. If in a super
store two products are placed in the shelves and both of them are same in price but only
difference is one is on the white cupboard and another one is in an attractive packaging. It
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obviously the customer will select the attractive packaging product on the shelf (Fishel and
Catherine, 2005).
To make good impression of the product towards the consumer the package size, package color,
and brand identification and label information is very important.
2.4.1 Package Size
Package sizes can influence not only which brands consumers choose but also how much of a
product they use on particular occasion (Fishel and Catherine 2005). For the consumer the size of
the product packaging does matters. For the larger packages consumer feel comfortable because
it does not bring frequent to the stores as a result for the frequent journey consumers goes for the
larger packages.
2.4.2 Package Colors
In addition to the nature of the package itself, package colors are thought to have an important
impact on consumers‟ affect, cognition, and behavior (Peter, Olson, 2005). This impact is more
than just attracting attention by using eye-catching colors (Peter, Olson, 2005). It is obvious that
attractive colors, innovative symbols, and designs can create positive impact to the consumers.
By Peter, Olson, 2005, it has been argued that package colors connote meanings to consumers
and can be used strategically. The innovative colour of the packaging can create different
understanding among the consumers. This change can appeal to young, affluent consumers
(Peter, Olson, 2005). It has also been reported that consumer perception of products may change
with a change in package color (Peter, Olson, 2005).
2.4.3 Brand Identification and Label Information
Brand identification is an important part for the packaging. Proper brand identification and label
information give the positive impression to the consumers. The brand identification and label
information on the package provide additional stimuli for consideration by the consumer (Peter,
Olson, 2005). The brand identification simplifies the consumer purchasing decision and also it
develops the loyalty towards the consumers. The label information such as instruction, contents,
lists of ingredients or raw materials warnings for use and care of products also important part for
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the packaging. For some products, this information can strongly influence purchase (Fishel and
Catherine 2005).
Packaging of a product can shape the consumer buying behavior significantly. By different
authors the other factors such as quality and reputation also a major factor for the consumer
buying behavior. The most important factors for different author is packaging because packaging
is the first thing consumer notice and the reliability and reputation can be delivered by the
packaging. As result packaging can shape consumer buying behavior. The diagram shows how
packaging consumer buying behavior (Fishel and Catherine 2005).
Figure: 2.5 (Source – Fishel and Catherine, 2005)
Consumer Buying
Behavior
Packaging
Provide Reliablity
Proves Quality
Attract Customers
Provide Valuable
Infromation
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2.5 Packaging, Promotion, and Culture
Now days the marketing environment has become more complex and competitive. Advertising is
highly effective means of communication for the consumers those who are exposed to it. For
reaching the entire market and segment the advertising is not a reasonable prospect. And media
is becoming more difficult for reach different segments to communicate with customers and
forcing organisations to adopt more innovative way to communicate and reaching different
segments (Hill and Tilley, 2002).
On the other hand where advertising has limited reach to customers the product packaging is a
major element which every consumer experience and which has strong potential to attract vast
target market. As a result product packaging is an extremely powerful and unique tool in the
modern marketing environment. The packaging has different benefits for the organisations to
reach consumers of different market segments. Many organisations believes that packaging
influence consumers more than advertising. The packaging has direct impact on consumers
because this how consumers perceive and experience the products. In the most cases
organisations experienced that package design influence more consumer perception of particular
brand than advertising (Ampuero and Vila, 2006).
Packaging plays an important role for communicating the brand positioning where products has
low advertising support. Packaging of a product sends proper message to the consumers rather
than advertisement (Rudh, 2005). Packaging plays a dual role for the organisation and this is
what makes packaging unique marketing tool. Where other forms of communication fleeting, the
packaging plays a crucial role. The packaging plays crucial role on the point of sale and after the
actual purchase. The packaging provides customers with right indication and sign both at the
point of purchase and during usage. The packagings firstly attract customer‟s attention and also
communicate the benefits of the products. And secondly it provides tools for the consumers need
to experience the benefits when using the products (Löfgrun, 2005).
The product packaging has significant effects on consumer buying behavior. Also as a marketing
tool packaging serves as an important tool for the organisation. For reaching the vast segments of
the consumers product packaging plays major role than advertising. The consumers who are out
of reach of the advertising technology where product packaging is an essential element for the
A Case Study on Partex Group 2010
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organisation. The innovative packaging can attract the customers and increase sale of the
products. And also the innovative packaging can be created by the cultural practices on the
product packaging. To influence consumer‟s local culture plays an important role (Sinclair &
Knowles, 2006).
2.6 Consumer Perception of Packaging
Packaging creates the first impression towards the consumer. The packaging itself is a
promotional tool for the products. By the attractive packages organization gain the attention of
the customers to maximize the sale of the products. The packaging can also create the emotional
bonding with customers. The customers‟ perception of the good or services is a complex
construct (Czinkota & Kotabe, 2001).
According to Czinkota & Kotabe, 2001, intangible are the most important than the other
industrial goods such as computers. One therefore differentiates three products aspects:
1. The core product is the good or services itself- the bare bones versions.
2. The tangible product indicates elements such as design, color, packaging, and any other
physical dimensions that provide benefits to the customers.
3. The augmented product is further enriched by including warranty and service benefits,
the reputation of the firm, and the psychological benefits conveyed by the product.
It is obvious that packaging itself is a five second promotion for the products. But in the five
seconds it is difficult to provide many features of the products and also demonstrate product
quality. The promotion is a natural way to describe the product not the packaging. According to
Arens (1996), promotion can create the emotional bond and greater impression for the products.
Packaging is visual of the product for few seconds and in few seconds emotional bond cannot be
created. As result packaging can deliver the different information but it is not possible to deliver
emotional attachment (Arens, 1996).
The one of major consumer perception of packaging is to get proper information. As a result
organisation modifies their product strategies according to the different factors. The packaging of
a product can be modifying according to the age, gender, religion, and other major cultural
factors exist in the society (Jedlicka, Wendy, 2009). The package color can also play important
A Case Study on Partex Group 2010
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role for the packaging. As result perception of the packaging towards consumers is to increase
product sale and make people aware about the product features (Bellizzi, Joseph, & Robert Hite,
1992).
On the other hand, consumers are always sensitive towards the products and the features. The
packaging can deliver the proper information to consumers but still the modification of the
packaging according to age, gender, and religion cannot increase consumer loyalty and product
modification also a major part to achieve consumer loyalty. Where packaging modification only
delivers information but product modification shows the actual features for the different age
groups and genders (Linda Gorchels, 2006).
According to Lu, Daniel, and Wong (2008) there are different factors have contributed to the
growing use of packaging as a marketing tool.
Figure: 2.6 (Source - Lu, Daniel, and Wong, 2008)
The four aspects shows how important is packaging for the consumer and the organizations. As a
promotional tools organization can use the packaging. The packaging not only convoys the
message to the customers but also create positive impression towards the products.
•A increasing number of products are sold on a self service basis. given that 53 percent of all purchases are made on impulse , the effective packages operates as a "five seconds commercial".
Self Service
•Rising consumer affulence means consumer are willing to pay a little more for the convinence, appearence, dependability, and prestige of better package.
Consumer Affulence
•Package contribute to instant recognition of the company or brand.
Company and Brand Image
•Innovative packaging can bring large benefits to consumers and profits to producers.
Innovation and Opportunity
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The color, shape, and size of packaging can all catch the shoppers‟ eye and encourage impulse
purchases, as can the product name, price, and details of special offer (Lindquist & Sirgy, 2003).
By the packaging consumer can understand the different aspects of the product. The details of
the special offer can be effective in the packaging (Bone et. al., 2001).
2.7 Effect of Cultures on Packaging
In the packaging of the products culture is important factor to be considered. In the language, life
style, religion, and other aspects of the culture can the shape the product packaging. In the life
style now days the families are getting smaller in size. Single man and women are found more
than before. As result it is always wise to make smaller packages for the particular segments. The
single working male and female always look for smaller packages or single serve options
(Banathy, 1992).
The language of product packaging is an important concern for the organisation. Customers
prefer more local language on the packaging. It is always hard for customers from country side
to understand other language than local language. Language is part of consumer culture and local
language creates positive impression on consumer (Lu, Daniel, and Wong, 2008). In different
culture there are different meanings exists for colors. For many culture color white represent
symbol of peace and purity. As a result using such colors, organisation can attract customers
(Nigel and Belinda, 2006).
Practicing religion symbols and norms on packaging is effective method for the organisation.
Using different religion symbols and norms allow organisation to attract customers. And as a
result customers get more attached with products. The emotional bonding with the religion can
deliver through product packaging (Nigel and Belinda, 2006). Religion is very sensitive matter
for the any culture. As a result using of the religion symbols and the pictures of God and
Goddess (where many God or Goddess exists in a religion i.e. Greek or Hindu religion) on
disposable product packaging may distract customers on purchasing decision (Berg-Weitzel &
Laar, 2001).
For the packaging of the product colors also plays an important role. Color selection may vary
from culture to culture. Colors can change the meaning of the products in many cultures. It is not
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true that every color is accepted in different cultures. The negative impact of culture may turn
away customers from a specific product. The color green attracts the many customers in the
Middle East market. But the same color is not accepted in the China and France. Black color of
the product packaging is not accepted in the Hong Kong. It convey the meaning that product is
inferior quality (Ackerman & Frank, 1993).
2.8 Ethical Issues on Product Packaging
In the product packaging organization should consider about the ethical factors. Organization
cannot overlook social responsible on the product packaging. Social responsible on the product
packaging is an important matter for the organization. It is obvious that world is getting more
polluted day by day. For some extent the packaging of the product also plays a role to pollute the
environment. After using the product it only remains the package of the product. But if the
product package is not well enough to disposable it will act as a waste to pollute the
environment.
Also in the packaging information it should contain the proper information about the product.
But some time organizations mislead the customers by the limited information about the
products. In the United States it is a major factor to be considered by the organization. The
Federal Fair Packaging and Labeling Act (of 1966) which requires, packaging should provide
consumer more information (Perraeult & McCarthy, 1991). The law also calls for the industry to
reduce the package size and make label more useful.
Where some law is creating the positive impact for the consumers but still there are many
problems remains in the product packaging. In the product packaging there has many
organizations that make the product packaging look alike the brand products. It leads the
consumer in confusion.
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2.8 Summary of Literature Review
The chapter is discussed about the different factors that should be considered for the effective
packaging. The effectiveness of culture and the consumer buying behavior towards the culture
creates great impact for the product sale. The different techniques of the product packaging that
use organisations to attract the customers is discussed to understand the effective packaging. The
influence of culture on consumer buying behavior is also a major part to be concerned for the
organisation.
Culture shapes the consumer buying behavior and creates impact on the sale of the product. The
packaging should attract the consumer from every culture. The influence of packaging also an
important part for the organisation the different package size and colors make different
impression towards the consumers. The different factors such as size, color, and durability of the
packaging discussed for the effective packaging. The packaging has different perception towards
the consumers.
Different organisations have different perception such as some have promotional perception or
some organisation deliver the different knowledge by the packaging. The theory of the
perception of packaging discussed to deliver proper perception towards the consumers. Also
culture has major effect on the product packaging. This chapter also discussed about the
packaging how it plays an important role as marketing role. Also how effective packaging can be
as an advertisement tools.
The theory is discussed to show the different cultural perception towards the packaging and how
can gain competitive advantage by creating culturally diverse packaging. The major and not least
concern for the organisation on packaging is the ethical issues of the packaging. The unethical
practices on packaging can create negative impact for the products. The different factors of the
ethical and unethical issues discussed to overcome many problems.
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Chapter – 3
Research Methodologies
Research
Approaches
Research Categories
Data Collection
Sources
Research Sample
Selecting
Methods &
Instrument for Data
Collection
Data Analysis &
Presentation
Limitation of the
Study
Ethical
Consideration
The chapter explicitly defines the
methods that made the research
possible, stating the research
approaches and strategies, along with
the types of instruments and sampling
techniques the researcher chose to
apply. Moreover, the limitations
encountered and the ethical reflection
of the research has been mentioned.
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Chapter – 3
3.1 Research Approaches
There has different approaches to the research such as theoretical or and methodological
approach to the research. The theoretical approach has two variants and they are deductive and
inductive. Also for the methodological research it has two variants the qualitative and
quantitative (Bryman & Bell, 2007).
Figure: 3.1(Source – Bryman & Bell, 2007)
3.1.1 Theoretical Approach
The deductive approach if the hypothesis of the problem is true then researcher can go towards
the conclusion. And for the inductive approach researcher start collecting the different data for
problem statement, and get to the conclusion (Diggens, 2009).
Research Approach
Theoritical
Deductive Inductive
Methodological
Qualitative
Quantitative
Theoritical Approach
Deductive
Present Conclusion analyzing theories
Inductive
Observation to Theory
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Methodological Approach
Quantitative
Numerical Data
Qualitative
Word or Picture data
Figure: 3.2 (Source – Diggens, 2009)
The research is the based on the deductive approach to find the conclusion of the problem
statement also the literature review is concerned for the deductive approach for the FMCG
organisation. But later in the research the inductive approach will be used to analyze the
arguments and give recommendation on the topic.
3.1.2 Methodological Approach
In the quantitative research the data are structured as the numerical form. For the deeper
understanding of the problem the qualitative approach is done. In the qualitative approach most
of the research is done on the people and situation and the data present on the basis of words or
picture than the numbers (Malhotra, 2004).
Figure: 3.3 (Source - Malhotra, 2004)
The research will be conduct on both variant of the approach qualitative and quantitative. The
qualitative data will help to understand the consumer perception towards the packaging of the
Partex Group. By the quantitative data researcher can determine the different factors that
shaping consumer buying behavior.
The qualitative data will collect different organisations of the market to analyze what extend
Partex Group practicing the effective packaging for the consumer to gain competitive
advantage. By qualitative data is researcher can describe the secondary data and also it helps
researcher to understand different threats for the organisation.
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3.2 Research Categories
There are different categories present for the research such as exploratory, descriptive, and
explanatory (Coldwell & Herbst, 2004).
Figure: 3.4 (Source – Coldwell & Herbst, 2004)
3.2.1 Exploratory
To find out the problem more accurately, clearing the idea, and abolish unreasonable concept and
shape proper hypothesis, the major goal of the exploratory research. The survey of the
exploratory research does not seek for the characterize result but the interview conduct for the
people who can give insight information of the research and that support the variables (Coldwell
& Herbst, 2004).
3.2.2 Descriptive
The descriptive research describes the analyzing past data and question, surveyed people
beginning of the data collection. By the different answer such as how, who, when, where, and
what is the key target for the descriptive research (Lewis, 2007).
Research Categories
Exploratory
Descriptive
Explanatory
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3.2.3 Explanatory
The main aim of the research is to analyze the situation or problems, but it does not explain the
connection of different variables. For this research many changes occur in the variables because
of changing one variable and it is predicted by the researcher (Yin, 2003).
This research conducts both the exploratory and explanatory research. The organisation’s
packaging whether shaped by culture or not can be find out by the exploratory and how local
(Bangladeshi) consumer distinguish organisation packaging that shapes the local culture.
This is what the exploratory research will demonstrate.
3.3 Strategy of Research
This is the framework for the researcher to how research will be conducted and answers the
different question of the problem by analyzing the different variables. The limitations of the
research of which researcher might face during the study and also the ethical issues that might
occur during the survey that includes in the research strategy (Saunders et al., 2007).
3.3.1 Case Study
For the in depth investigation the case study is more valuable for the research. It provides a link
between experience and the real life context. It is more like a vehicle to combine different data
collection method (Fellow & Liu, 2005). The method is more advantageous to the researcher
who wants to get deeper into the investigation of the problem.
3.3.2 Surveys
The survey result is presented on the statistical format and the data are collected by the large
number of population and statistical sampling. The data collected by the different method like
interviews and questionnaires. As result it has a link with deductive approach and mainly used
for the exploratory research.
The research is conducted on both strategies. The survey gathers the information from the
large number of consumer those who use the particular products and determines the
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perception towards the packaging. The case study allows the researcher to go depth of the
problem topic and gather to most update information about the problem.
3.4 Data Collection Sources
Figure: 3.5 (Source – Fellow & Liu, 2005)
3.4.1 Secondary Data Source
The data already gathered by the other people for different purposes which is secondary data
collection source. For the current research problem researcher can use secondary data to plan the
objectives and questions.
The secondary data is used to complete the following research. In the theory chapter
secondary data is analyzed to different view of the authors about the influence of the culture
on product packaging. Also the market analysis of the Partex Group with the different
organisation is done on later chapter. The researcher has collected different secondary data
from the organisation and also from internet. The different sources of the secondary data:
Library Books
Emerald Journals
Partex Group Website
Different Internet Sites
Data
Secondary
Books Journals Internet
Primary
Questionnaires
Inerview Survey
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3.4.2 Primary Data Source
Primary data is collected by the researcher to conduct a specific research. The primary data is
one‟s own finding for the problem. For collecting the in depth information about the problem the
primary is much valuable for the researcher (Diggenes, 2009).
The primary sources of data collected by the focus group employees to understand effect of the
research topic. The primary data on focus group done by provided key questions for employees
and helps understand researcher to investigate deeper for the research result. Also in the
second primary data is done on the customers. In the data analysis chapter primary data is
used and the data is collected for different sources:
Focus Group Interview
Questionnaires
3.5 Research Sample Selecting
3.5.1 Research Population
The people who are examined during the research to find put the result of the problem question
is refer to population. The population research is done on the basis of survey and questionnaires
(Dornyei, 2008).
The population consider in the study are all internal and external customers of the Partex
Group. As the large number of the population was not possible to cover so the small sample of
the population is selected.
3.5.2 Sampling Frame
All the elements that needed for the research and by which the sample is drawn is called the
sampling frame (Ember, 2009).
The researcher has collected information from 250 responded coming out form different
departmental stores and local shops and among them 50 were non user of the Partex
Beverage. As a result 300 respondents included in the research.
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3.5.3 Sample Size
In the research the sample size was total 370. In the research 20 employees selected for focus
group interview. The customer sample size was 350 for the survey question and 200 responded
on the survey question.
Figure: 3.6
The reason for selecting 20 employees is the limitation of the time for the researcher. And also
employees were not comfortable to disclose information for different threats. For the time
constraint researcher only used 20 employees on focus group data analysis. Also in the
customer survey people were afraid of privacy and for this reason it was hard for researcher to
survey on 350 employees. As a result researcher used 200 samples to find the proper result.
3.5.4 Techniques of Sampling
The people are less exited while the survey is ongoing and also for the large amount of the
population, as a result judgment sampling was conducted, for the study. The people are chosen
regarded to provide accurate information. The researcher used stratified random sampling and
the process give the researcher more accurate result on the problems. There few common
techniques for the non-probability and probability. They are:
Focus Group Interview
20 Employees Selected
Customers 350
Responded 200
Not Responded
100
Non User 50
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37
• Simple random sampling
• Systematic sampling
• Stratified sampling
• Cluster sampling
• Multi-stage sampling
Probability or representative
sampling: choosing a sample using random selection so that the
chance of each element in a populaion being included is known.
• Quota sampling
• Purposive sampling
• Snowball sampling
• Judgment sampling
• Convenience sampling
Non-probability or judgmental sampling:
choosing a sample using techniques in which the chance or probability or selecting each element in the population is not
known.
Figure: 3.7 (Source – Saunders, Lewis and Thornhill, 2003)
To create the sample of 350 responded the researcher used these two techniques in the research.
3.6 Methods & Instruments for Data Collection
3.6.1 Survey
The information of the problem or topic is collected by the researcher from different
respondents. Two types of survey can be conduct by the researcher to get satisfactory
information for the problem or topic. The first survey can be conducted on employees to
understand the practicing the culture on the product packaging to attract customers. And another
can be conduct with the customers.
The first survey was conducted with the interview of the management and executives of Partex
Group, and major question was for the executive and management about the packaging
strategies. The second survey was conducted with the consumers of the Partex Group and to
get detail information about how they perceive packaging changed by cultural factor.
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•The main purpose of setting the questionnaire for consumers is to know about their perceptions towards the packaging of Partex Group and whether they are culturally influenced or not.
Questionnaire for Consumers
•The main purpose of preparing Questionnaire for management was to know about some insight packaging strategies that the companies are using to satisfy their respected Bangladeshi consumers.
Questionnaire for
Management
3.6.2 Questionnaire
For collecting data the questionnaire is used for the respondents. The questionnaires are set of
arranged question and presented it to the respondents. The questionnaires are two types in nature
one is close ended and another is open ended (Malhotra, 2004). The questionnaires are given in
Appendix A.
Two types of the questionnaire are used in the research one is for the management and
executive of the Partex Group and another is for the customers of the Partex Group. Both of
the questionnaires designed on the basis of influence of culture on packaging. The diagram
shows the purpose creating two questionnaires for the research. The questionnaires are given
in Appendix A and B.
Figure: 3.8 (Source – Malhotra, 2004)
3.7 Data Analysis and Presentations
For the analysis Microsoft Excel and SPSS 14 is used by the researcher and to produce the
structured result after collecting the raw primary data by the questionnaires set in Appendix. The
next chapter discussed about the results and the findings of the different questions and also used
graphs and charts so that reader can easily understand the findings.
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3.8 Limitations of the study
During the research the researcher faced different problems. The reliability of the research
depends on the limitations of the research. The various limitation of the research are:
1. For small sample size of the research it may difficult to get accurate result.
2. Another limitation that can create problem through the research financial and time for the
research
3. The people may be reluctant to reveal the actual condition of their cultural practices on
the product packaging.
4. The secondary data is always full of uncertainty that also could lead towards the iaccurate
result for the research.
3.9 Ethical Consideration
During the research time the researcher need be aware about different ethical issues. Also the
ethical issues ensures that research has been done in proper manner and without harming anyone
or society. Below describes the different ethical consideration considered by researcher during
research.
1. During the research, the researcher has collected only for the purpose of the study. And
also ensures that it will not use for other reason.
2. The researcher ensures customers that answers will not be disclosed.
3. While reporting the data researcher was very careful to prevent any false result and
sustain research reliability.
4. The researcher has made questionnaires without harming any racial, religion, and social
groups.
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Chapter – 4
Discussion & Data Analysis
Secondary Data
analysis
Market
Analysis
Sale by
Increasing
Expenditure on
Packaging
Primary Data
Analysis
Data Analysis
Focus Group
Data Analysis
Surveyed on
Customers
Summary of data
Analysis
The chapter relays the data in regard
to the topic, in the form of primary and
secondary findings. Secondary
analysis conveys the data collected
on Partex Group financial and market
position. Furthermore, the primary
analysis presents the appropriate
linkage between findings and concepts,
based on the two surveys focus group
interviews and customers of Partex
Food & Beverage.
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4.1 Secondary Data analysis
The food and beverage industry is getting more competitive day by day. The cultural influence is
also creating pressure on the foods and beverage industry. As result companies are getting more
aware about the influence of the culture. Organisations are shaping their different strategies to
gain competitive advantage. To aware about the products organisations practicing culture more
on the product packaging. Also organisations need to understand the influence of the culture on
the product packaging. The organisation need to consider culture in the first place while
marketing the products. It is obvious that consumers are always sensitive towards the local or
own culture. As result practicing the culture on the product packaging can create the positive
impact on the consumer buying behavior. The leading foods and beverage companies in the
Bangladesh are Partex Foods and Beverage, Akij Food Products, Pran Cola, and Globe Soft
Drinks Limited. The companies mentioned all are the leading food and beverage companies in
Bangladesh. The organisations practicing influence of culture on the product packaging. As
result people are more aware about the products.
4.1.1 Market Analysis
Organisations are getting aware about the cultural factors for gain competitive advantage. In the
beverage industry of Bangladesh the competition is getting higher day by day. For the effects of
the globalization many international organisation are capturing the Bangladesh market. As a
result to protect the local market, local beverage companies playing a major role. In the food and
beverage industry of Bangladesh the Akij Food and Beverage has large market share and the in
the 2nd is Partex Foods and Beverage limited the figure 4.1(a) and 4.2(b) shows the market share
of the different organisations. The market share of the different companies of food and beverage
industries improved significantly by practicing the culture on the product packaging. The figure
shows the recent years of progress in the product selling and significant increase in the market
share.
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42
0
1
2
3
4
Partex AkijPran ColaGlobe Soft Drinks Limited
Market Share (2008)
0
1
2
3
4
5
Partex AkijPran ColaGlobe Soft Drinks Limited
Market Share (2009)
Figure: 4.1(a) Figure: 4.1(b)
The increasing market shows that practicing culture on the product packaging increased in the
product sale and increases the market share. Leading organisations, during this time changed
their packaging strategy and people are more aware about the products. The involvement of the
culture on the product packaging created the bond with the customers. By practicing the culture
on the product packaging Partex Foods and Beverage increased their market share than the
leading food and beverage company Akij. Designing the product on different cultural occasion
according to the local festival also created the major impact on the sale of the product.
Organisations now modify their packaging for the different festivals such as wishing on the
“Shuvo Nababorsho” (Happy New Year for Bengali New Year festivals). Also for the different
Bengali festivals Partex Foods and Beverage modify the packaging to attract customers. And
also it shows the respect for the local culture by the organisation. It gives the opportunity for the
organisation to retain the local customers and also attract new customers. This is how in the
recent years leading foods and beverage companies increased their market share. The market
share of the Partex Foods and Beverage don‟t have much different with the Akij Foods and
Beverage. And as result Akij Foods and Beverage is the major competitor of the Partex Foods
and Beverage.
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4.1.2 Sale by Increasing Expenditure on Packaging
Figure: 4.2
The above graph shows that Partex Foods & Beverage‟s sale rise significantly after increasing
expenditure on the product packaging. In the time range of 2007 and 2008 organisation increased
expenditure on the product packaging and also it help them to increase in the sale. In the time
range of 2008 and 2009 organisation did not increase significant amount on the packaging but
still the sale is raised than better than the period 2007 and 2008. The organisation modified their
packaging by different cultural factors on the packaging and also modified the packaging for the
different cultural festivals. As a result people were more aware about the product on 2007 and
2008. The effect of the product awareness increased sale in the time period of 2008 to 2009. The
major reason for increasing in the sale, Partex modified the packaging to make people aware on
the different cultural festivals. Such as Partex Foods and Beverage they used wishing “Shuvo
Nababorsho” (Happy New Year) to wish people on the Bengali New Year on their packaging
label.
0
10000
20000
30000
40000
50000
2006-2007 2007-2008 2008-2009
Partex Foods & Beverage
Expenditure on Packaging Sales Others
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4.2 Primary Data Analysis
4.2.1 Primary Data analysis surveyed on Customers
The research data is collected from the customers of the Partex Food & Beverage coming out
from different large departmental stores of the Dhaka city. The researcher collected data from
200 customers of the Partex Food & Beverage for analysis. The questionnaire in Appendix B
is given to the 350 customers and only 200 customers responded in the survey.
SQ1. Are you familiar with the company name Partex Foods and Beverage?
Figure: 4.3
In the chart it shows that majority population is known about the Partex Food & beverage. Only
a small no of population are not familiar with the Partex Food & Beverage. It indicates that
Partex Food & Beverage is very popular among the customers. As result organisation has large
number of customers for their products. It is a positive side for the organisation. The large
number of customers also determines the large market share in the local market.
0
20
40
60
80
100
120
140
160
180
Yes No
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SQ2. Do you agree that you are familiar with the different products of Partex Food &
Beverage?
Figure: 4.4
The majority population is well known about the Partex products. In the chart out of 200
customers mentioned that they are well familiar about the different Partex food and beverage
products. When the populations are well known about the products range of an organisation can
involve in profit maximization process of an organisation (Cant, 2010). As result the familiarity
Partex Food & Beverage products among the people is a competitive advantage for the
organisation. The more people aware about the product the more non user will become user of
the products.
0 20 40 60 80 100
Agree
Strongly agree
Neutral
Disagree
Strongly Disagree
A Case Study on Partex Group 2010
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SQ3. Do you agree that you are familiar with different packaging of the Partex Foods &
Beverage?
Figure: 4.5
The majority customers are strongly aware about the different packaging of the Partex Food &
Beverage. As a result organisation created strong relationship with the customers by the
packaging. The familiarity of the product packaging determines that organisation has large
number of customers in the market and the large number of customers could be one competitive
advantage of the organisation. By the chart it can be also assumed that by practicing different
cultural factors on packaging and innovative packaging, customers are more familiar of the
products and the packaging of the products.
0
20
40
60
80
100
120
140
Agree Strongly Agree Neutral Disagree Strongly Disagree
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SQ4. In different Partex Foods & Beverage products of packaging what attract you most?
Figure: 4.6
The practicing culture on the product packaging of Partex Food & Beverage has created positive
impact on the customers. This is shows that customers very sensitive towards the local culture.
Also the different names of the Partex Food & Beverage are considered by the second majority
people. A customer who is sensitive towards the local culture will be willing to buy the Partex
products. From the survey result chart it can be assumed that customers of Partex Food &
Beverage are concern about the practicing culture on the product packaging. Packaging creates
the first impression towards the consumer. The packaging itself is a promotional tool for the
products. By the cultural factors using on product packages organization gain the attention of the
customers to maximize the sale of the products (Czinkota & Kotabe, 2001).
0
10
20
30
40
50
60
70
80
Color Name Design Information PracticingLocal Culture
15
45 40
20
80
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SQ5. Do you agree Partex Foods & Beverage practicing proper culture on their packaging
and that influence you the buy Partex products?
Figure: 4.7
The above chart shows majority for the majority customer agreeing on the fact. The practicing of
culture on product packaging created positive impact to customers. As a result customers get
influenced by the factor and that lead towards the purchasing Partex products. The product
packaging always influences customers on their purchasing decision. Consumer perception
towards packaging is very important for the organization. This is how organization gains the
trust of the consumers. And also it is important for consumer to gain trust on the product. The
package must convey to a potential not just what the product is but also what it does (Czinkota &
Kotabe, 2001). The Partex Food & Beverage is delivering the proper cultural meaning to the
customers and as result customers are very influenced to buy the products.
10%
61%
8%
13%
8%
Agree Strongly agree Neutral Disagree Strongly Disagree
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SQ6. Do you agree that innovative packaging influence you to buy the products?
Figure: 4.8
Innovative packaging is the first thing customers see and it is also first thing before the purchase
decision made (Cant, 2010). The innovative packaging can create through different elements
such as design, color, shape, labeling, and materials used and all together gives the innovative
appearance of a product (Arens, 1996). The chart above shows that majority customers
influenced to buy the products for the innovative appearance of the products. It can be assumed
that innovative packaging can increase product sale and also can increase organisation profit.
Also innovative packaging can be created by using different cultural factors on the products. As
already Partex Food & Beverage done on their product packaging.
Agree 40%
Strongly agree 30%
Neutral 12%
Disagree 10%
Strongly Disagree 8%
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SQ7. Do you agree that packaging of Partex products influences you brand loyalty?
Figure: 4.9
To create loyalty of the customers, product packaging plays an important role. Consumer loyalty
cannot gain within days it needs time and proper strategies, and when loyalty is gain by the
organisation it leads towards the competitive advantage. To create influence on the buyer‟s
decision packaging is an important element to get customers loyalty. And the practicing of the
culture can create that effect on the consumers buying decision. The chart shows that majority
population or the customers are very concern about the loyalty. As Partex practicing culture on
their products it can influenced buyer to purchase products. The survey result shows that
majority customers influenced by the product packaging.
25%
45%
10%
12%
8%
Agree
Strongly Agree
Neutral
Disagree
Strongly Disagree
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SQ8. Do you agree that you would continue to purchase Partex products as long as they
promote culture?
Figure: 4.10
The survey on the customers shows that majority customers they will buy the Partex products as
long as they practice culture on packaging. From the survey it can be assumed that users of
Partex Food & Beverage are influenced by the culture on packaging. As result this concludes can
be done that culture has a positive impact on consumer buying behavior. Also it can be say that
the influence of the culture on the product packaging can influence consumers to buy the
products and also it can lead organisation towards competitive advantage
36%
34%
10%
14%
6%
Agree
Strongly Agree
Neutral
Disagree
Strongly Disagree
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SQ9. Do you agree if other organisations start using innovative packaging using culture,
are you going to switch to that particular brand?
Figure: 4.11
The statistical shows that majority customers may switch to other brand if they start making
innovative packaging that contain cultural factors. And another majority customer, disagreeing
on that particular fact given to them for the survey. As result it could be threat for the
organisation. If the Partex cannot continue their innovative packaging they might lose some
valuable customers. It can be conclude from the data that other organisation on the same industry
can be threat for the Partex Food & Beverage.
0
10
20
30
40
50
60
70
Agree StronglyAgree
Neutral Disagree StronglyDisagree
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SQ10. To what extent do you agree that in the packaging of the Partex Foods & Beverage
practicing different factors of culture need to be improved?
Figure: 4.12
Partex Foods & Beverage need to improve their product packaging. By the survey it can be
assumed. The majority percentage of the population agreeing on the fact that organisation needs
to improve their different cultural factors that are practiced on the packaging. To attract new
customers towards the Partex Food & Beverage organisation need to improve their existing
packaging. Also for the existing customers to gain their proper faith it could be major factor for
the organisation. As the survey already showed that cultural factors are very sensitive for the
customers and for this reason organisation need to improve their packaging where they need to
be improve.
49%
18%
14%
19%
Agree Strongly Agree Neutral Disagree Strongly Disagree
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4.2.2 Data Analysis Focus Group
The research data is collected from the management of the Partex Foods and Beverage. By the
arranging group discussion the data is collected for the analysis. The questionnaire in
Appendix A given to the focus group for the discussion.
RQ1. What extent you think culture effects on the product packaging?
Discussion with employees and managers revealed that the effect of the culture on the product
packaging is very high to gain competitive advantage. The majority employees mentioned that
effect of culture on product packaging very high and for the employees it an important factor for
the organisation. By the interview it can be conclude that the influence of culture or effect of the
culture on the product packaging is a vital term for the organisation. Also the knowledge about
influence of culture on product packaging by the employees shows that employees are very
aware about the fact.
The employees of the Partex Foods & Beverage are very concern about the effects of culture on
the product packaging. According to the employees of Partex Foods & Beverage, modifying the
product packaging can create positive impact on the sale of the products. Also for the customer
attraction practicing culture on the product packaging is an important factor. To gain competitive
advantage or increase in sale of the products organisation is well capable of practicing culture on
the product packaging. On the product purchasing decision consumers sometimes create the
cultural identity by the purchasing. To establish self identities the products acquire cultural
meaning to consumers are very much sensitive to those particular products (Peter, Olson, 2005).
As result by practicing culture on the product packaging has an enormous effect in the
purchasing decision.
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RQ2. In what extent your organisation practicing culture on product packaging?
In the focus group interview, employees are very concerned about the culture on the product
packaging. Also they are very much aware about the organisation practicing culture on the
product packaging. The discussion below shows that from the point of view employees,
organisation practicing culture on packaging in high rate but also majority employees mentioned
they need to improve in the packaging.
The discussion result revealed that although they are practicing culture on the product packaging
highly but still they need to be improved in many factors of culture on the product packaging. It
also determines that if the improvement that require for the organisation on product packaging
and not done timely, organisation might lose the faith of the customers on their products. By the
dissatisfaction of the customers organisation also might lose big portion of the market share and
also it could reduce the product sale. The dissatisfaction of the consumers on the products or in
the product packaging could lead towards the disaster for the organisation (Kotler & Keller,
2006). As result Partex Foods & Beverage should improve in their packaging where they need.
For gaining competitive advantage the culture plays an important role. In the secondary data
analysis shows that increasing in the product sale after practicing culture on product packaging.
So to sustain the competitive advantage organisation also need to monitor the strategies they
implemented to gain the competitive advantage.
RQ3. In Culture which factors are considering more on packaging to increase product
sale?
Interview by the employees shows that organisation is practicing all the major cultural areas in
their product packaging. But the highest percentage used in the religion and the festivals factors.
The employees of the Partex Foods & Beverage mentioned that the highest increase in the sale
observed during the different festivals and religion festivals time. It can be assumed by the figure
4.13 shows that organisation majorly focuses on different religion festivals to increase sale of
their products. The product sale increase in the two major local festivals in the Bangladesh. One
is the Pholeha Boishak (Bengali New Year) and another is Pohela Falgun(Celebrating first day of
Autumn season in Bangladesh). Also in the different religious festivals Eid ul Fitre and the Eid
ul Azha the two major holy festivals for the Muslim, the sale increase significantly during these
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0
1
2
3
4
5
6
7
8
Normal time Eid Christmas Puja
times. Also for the Hindu religion in different Puja‟s (Worship of Hindu God and Goddess)
increase of the products sale too as well as during the Christmas time. During these festivals time
Partex Foods and Beverage modify their product package to show respect for the religion
(Appendix D). As a result people from different religion get attached to the products. The below
statistics data shows the impact on the product sale during the cultural festivals time.
Figure: 4.13
The above chart shows that during the Muslim festival in both Eid the sale increase up to 7.2%
than the normal time. The majority population of Bangladesh is Muslim as a result sale higher
than the other religion festivals. Also during the Christian religion festivals Christmas and the
Hindu religion festivals Pujas the sale is also higher than the normal sale rate. From the data it
can be assumed that by wishing or practicing religion symbols can create bond with the
customers. And by the bond of the consumers the sales of the product get higher than the normal
time during the religion festivals time.
The result of the statistic data revealed that by practicing culture organisation can gain
competitive advantage. As shown in the graph the sale of the products rise during the festival
times and as a result it is a major concern for the Partex Foods & Beverage. During this time
people get more aware about the products of the Partex Foods & Beverage, and for this the affect
of culture creates bond with customers. By this effect the sale of the products continue to
increase in the future and which is competitive advantage for the organisation.
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0
2
4
6
8
Before Practing Culture After Practicing Culture
Practicing Culture Enhance sale Performance
RQ4. Do you agree that considering culture while packaging enhance your sales
performance?
The interviews of the employees and managers, they mentioned that according to the employees
of the organisation, considering culture can create significant impact on the sales performance.
Majority employees strongly agreed considering culture can enhance sale performance. By the
interview analysis it can be assumed that practicing culture can enhance the sale performance.
Although few employees are disagreeing the fact but by the previous discussion on the religion
festivals and the local festivals it showed that culture plays an important role to enhance sale
performance. It has no doubt on the fact that culture is an important element for the product
packaging to enhance sale performance.
Figure: 4.14
The above chart shows that how culture enhance the sales performance of the Partex Foods and
Beverages. The chart contain the time period when they were not practicing the culture on the
packaging and another time period shows the increase in the sale after using culture on their
product packaging.
All the relevant data describe about the fact that on the enhancement of the sale culture is an
essential element. The statistic data shows that the increase of the sale of the Partex Food &
Beverage increased after using the cultural factors on the product packaging. For enhancement of
sale culture is an important factor to be considered by the organisation. Consumers always look
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for the self identity on the purchasing decision. And as result consumers are look for the local
products or the local cultural factors of the product.
The packaging is an essential part to deliver the local culture thought to the customers. On the
product purchasing decision consumers sometimes create the cultural identity by the purchasing.
To establish self identities the products that acquire cultural meaning to consumers and
consumers are very much sensitive to those particular products (Peter, Olson, 2005). As a result
by delivering local cultural factors on the packaging consumers can find their local identity and
also it can change consumer‟s purchasing decision according to the product packaging.
RQ5. Do you agree practicing culture on product packaging create customer loyalty?
For gain the customer loyalty organisation implement different approaches. Many organisations
modify their product and services to get customer loyalty. Packaging sends a message to the
customers about the product feature, specialty, importance and also the benefits of the products
(Dalrymple, Parsons, 2002). By the different exclusive features and benefits customer get
attached with the product. And also by the best features organisation can gain the loyalty of the
customers. While talking about the different innovative features, culture could be another
innovative feature to gain customer loyalty through packaging. As the previous statistics data
determines that culture has a great impact on the product selling and enhancing sale
performance, so the loyalty of the customer also could be gained by the practicing culture on the
product packaging.
The discussion revealed that majority employee strongly suggesting that practicing culture can
create customer loyalty. Also the previous chart showed that after practicing culture on product
packaging sale of the product was raised and also it continue to rise in the next year. It is only
possible when consumers are loyal on their buying decisions and also in the products. By
practicing different cultural factors on the product packaging it creates an emotional bond with
the consumers and as a result consumers are willing to buy more that particular products.
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RQ6. Do you agree that packaging is a vital component for enhancing brand image?
The packaging design, color, shape, labeling, and materials used and all together it gives the
physical appearance of a product (Arens, 1996). Packaging can be important to both seller and
customers. It is obvious that it protects the product but also it gives the recognition of the product
through the logo or the name. The packaging sends the message to the customers, which product
it is. Also sends wishes on different occasion to deliver the proper knowledge about those
particular festivals or occasion. According to the employee‟s organisation practicing this factor
mainly on the product packaging. As a result people are getting more attached with the products.
The graph shows the employees strongly agreeing on the fact that packaging is vital component
to enhance brand image.
According to employees of Partex Foods & Beverage, packaging is the vital component to
enhance brand image. The large portion of the employees strongly agreed that packaging can
enhance the brand image and also the second large number employees only agreed to the fact.
But still it proves that the packaging can enhance the brand image. Packaging is the first thing
consumer notice. Packaging is the first thing customers see and it is also first thing before the
purchase decision made (Cant, 2010). Also the good packaging makes products easier to
identify-and promotes the brands (Perraeult & McCarthy, 1991).
Also employees mentioned that packaging also an important tool for the promotion. It gives the 5
seconds promotion to the customers. When consumers selects products from store shelves,
however packaging becomes an important information and promotional tool (Dalrymple,
Parsons, 2002). For the effective promotion packaging could be important source. Good
packaging makes products easier to identify-and promotes the brands (Perraeult & McCarthy,
1991). This is how packaging can create the positive impression on the consumer buying
behavior. Also packaging sends a message to the customers about the product feature, specialty,
importance and also the benefits of the products.
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Packaging
As PromotionalTool
Attract Customers Motivate
Customers
As Informar of the Product
Features of the Product
Provide Knowledge about
culture
According to the employees, the packaging is vital component because it provides the valuable
information about the product. The packaging is the major source to deliver the different features
of the products. The well informed packaging is always accepted among the consumers. As a
result the packaging not only increasing the sale also it is enhancing the brand image.
Figure: 4.15
RQ7. In what extent you agree that organisation considering family orientation on the
product packaging?
In the culture family orientation is a major factor need to be considered by the organisation. The
family orientation is different among the different culture. In different culture there are many
family orientation is present. In the country wise the single or small living family is found among
the US and different European Countries. But from the point of view of Bangladesh culture, the
joint family orientation is preferred more than the other form of the family orientation. As a
result organisations modify their products according to the different family orientation. For the
consumer packaging size is an important factor. The single living male or female looks for the
small packages, and it helps them to keep and also it reduces the wastage of the product. But on
the other hand people are living in the joint family always look for the larger size of the products.
As a result organisations modify their packaging according to the different family orientation.
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On focus group interview employees agreeing that they are practicing family orientation on
product packaging highly. By the discussion with the employees it can be assumed that they are
practicing moderate on the family orientation. About 45% employees agreed that they are
practicing moderately for the family orientation. And the third majority employees mentioned
about organisation need to improve on the practicing family orientation on packaging and which
major concern for the organisation.
Package sizes can influence not only which brands consumers choose but also how much of a
product they use on particular occasion (Peter & Olson, 2005). For the consumer the size of the
product packaging does matters. Consumers are very sensitive towards the larger package of the
products. For the larger packages consumer feel comfortable because it does not bring frequent
to the stores as a result for the frequent journey consumers goes for the larger packages. As a
result the package sizes are major concern for the organisation to increase sale of the products.
Also important to deliver different sizes to the customers to fulfill customers need and demand.
The Partex Food & Beverage has wide range of product sizes to fulfill different family
orientation. In the beverage products Partex has different sizes of the package for the different
people. As an example in the cola or other flavor of the drinks they have package sizes starting
from 250 ml bottle to 2 liters bottle. The reason behind that strategy is to deliver the proper
products for the different family size. The larger families always keen to buy larger package size
for the family members. And from the point of view of Bangladesh, the joint families are found
everywhere. Also in the foods section the packages are modified to meet the different family
sizes available in the Bangladesh.
When buying Partex products consumers have different choices from the different sizes of the
products. As a result consumers are more flexible to buy the Partex products. And for this reason
sale of the Partex Food & Beverage is continuing to increase. It is obviously shows that to gain
competitive advantage, organisations need to practice family orientation on their packaging
strategy.
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RQ8. Do you agree that practicing culture on your product packaging is accepted among
the different cultures on Bangladesh?
Culture is always sensitive among the customers and also for the organisation. The culture can
create a bond with customers and on the other hand it also can destroy the bonding between
customers and the organisation. The practicing of culture on product packaging should be done
very carefully by the organisation. The factors of the culture organisation using on the product
packaging should be accepted by different cultures among the country. In culture religion is one
of the important factors for the organisation. Among the consumer religion is much sensitive
matter. Organisation should not use any harmful material that might hurt the different religion.
As an example using Jews actor or actress picture in the packaging will not be accepted by the
Muslim religion. For gain the competitive advantage organisation should practicing the proper
elements of the culture and which is accepted among every culture around the country (Rice and
Hofmeyr, 2000).
Employees and mangers mentioned in the interview their practicing culture on product
packaging is accepted in the different culture among the Bangladesh. By the interview it can be
assumed that they are well capable of using the different cultural factors on the product
packaging. Partex Foods & Beverage uses different cultural symbols and norms for different
cultural festivals. The organisation is very concern about the religion and as a result they using
particular religious factors for the different religion. As an example during big Muslim festival
Eid they uses Eid Mubarak (Appendix “D”) to wish Muslim customers Eid Greetings and also
uses the separate wishes during the time of Hindu festival Puja. Partex Foods & Beverage give
equal priority to all religion available in the Bangladesh. Also during the non festival time they
change their packaging design without harming any religion. As result the practicing culture is
accepted among the all culture around the country.
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4.3 Summary of the Primary Data analysis
Form the data analysis it can be assumed that influence of culture on product packaging can lead organisation to gain competitive advantages. The secondary data earlier discussed shows that by practicing culture on the product packaging can increase in the product sale. The leading companies like Partex, Akij and Pran foods and beverages implemented the cultural factors on their product packaging and it helps them to increase market share. Also organisation was able increase the sale of the products. The secondary data showed that Partex Food & Beverage created strong relationship with the customers through the packaging. From the secondary data it can be conclude that influence of culture on the product packaging to gain competitive advantage has great impact.
By the primary data that survey on employees of the Partex Food & Beverage and on customers, shows that culture plays an important role to increase product sale and also to gain competitive advantage. The survey on the employees strongly suggests that culture has a positive effect on products as well as packaging. From the survey it can be said that organisation has implemented successfully cultural factors on the product packaging. The employees are very concern and aware about the different cultural factors and by implementing them successfully organisation increased product sale. Also employees are very efficient to implement the different cultural factors on the product packaging without misleading the culture. As result customers of Partex Food & Beverage
For the customers point of view the practicing cultural factors on the product packaging can increasing the brand loyalty. The survey on the customers shows that majority people is loyal about their purchasing decision. The different factors of culture on the product packaging influence consumers to buy the products. The culture can create an intangible bond with the customers. And practicing culture on the packaging tightens the bond between customers and organisation and increased loyalty for the organisation. The survey also shows that Partex Food & Beverage implemented successfully cultural factors on packaging and as a result customers are very satisfied about the factors.
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Chapter – 5
Conclusion &
Recommendation
Research Question
Discussion
Justification of
Research Objectives
Recommendation
Language
Geographic
Region
Limitation of the
Research
Implication for
Practitioners
Implication of
Further Research
The concluding chapter answers the
research questions with justification of
the research objectives that were
introduced at the beginning of the
paper. The closing part of the chapter
provides recommendations for the
Partex Food & Beverage; and the
limitations encountered throughout
the study, in addition with the
implications for future research.
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5.1 Conclusion
This concluding chapter is presented to answer the research question and to find out the
justification of the research objectives that is stated in the first chapter of this research. The
closing part of the chapter is about recommendation for the Partex Food & Beverage, and also
discussed limitations faced from beginning to end of the study.
5.1.1 Research Questions Discussion
Q1. Why it is important to consider local culture for product packaging?
Culture itself is a broad term to describe but even this is one of the most important factors for the
business. For any products or services there are many elements which are important for the
business. The product packaging is the essential part for the product attraction for the customers.
The packaging can be a source of the competitive advantage for the organisation. For attracting
customers, organisations implementing different strategies on their packaging and also for
increase customer loyalty. There are many elements organisations using on their product
packaging such as innovative packaging, practicing local culture and many more (Rice and
Hofmeyr, 2000).
The importance of culture on product packaging is creating major effect for the customers. By
practicing local culture in some extent it helps customers to change their purchasing decision.
The customers are always sensitive about term culture. The influence of culture on product
packaging determines perception of customer toward the particular product (Kotle & Keller,
2006). In the context of Bangladesh, culture is an essential and also sensitive matter for the
customers. In the Bangladesh there are many culture exists among the different social groups. As
a result using different cultural factors on packaging can create positive impact for the product
sale.
The culture can increase product sale of the products and also increase market share for the
organisation. Partex Food & Beverage increase their market share after implementing culture on
their product packaging. Also created brand loyalty for the customers. And it can be said it is
source of competitive advantage for the organisation. In primary data analysis from both focus
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group and customers revealed that culture is playing vital role for the organisation as well as
customers. The research on customers showed that practicing culture can create brand loyalty
among the consumers and also shapes consumer buying behavior. As result it can be assumed
that by considering culture on product packaging organisation can gain competitive advantage.
Q2. How can product packaging according to culture differentiate the product from
competitors?
The culture is different among the different countries. The culture of a country has a major
impact for the business. And also it is a challenging matter for the organisation. The practicing
culture on the product packaging can increase sale of products and also create brand loyalty
among the customers. On the other hand culture can also differentiate the particular products
from the competitors (Hawkins, Best, Cony, 2004).
Every organisation has their own and different strategies for the business and also for products
and packaging. Globalization has created many opportunities for the multinational organisation
to operate globally. The by this factors local companies faced many threats and also face many
challenges. For competitive advantage and to increase market share MNC‟s implement different
strategies. But one of the major factors on their operation is culture (Daniel & Wong, 2008).
To stay ahead in the business and to get recognize in the market the manufacturing firms create
innovative packaging. Also the international firms promote different innovative packaging to
attract customers also they promote different cultural factors on product packaging. But for the
international organisation it is not easy for them to implement culture on packaging on product
properly. The local organisation has wider knowledge about the local culture and on the other
hand international organisation has much narrow knowledge about the local culture. As a result
for the local company using culture is more effective than international organisation. The
effective using local culture on the product by the local organisation can create positive impact
on the customers and customers can easily differentiate the local products among the different
products available. The proper use of the culture on product packaging differentiates products
and also gives them competitive advantage on the competitors (Cant, et. al. 2009).
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Partex Food & Beverage has implemented different cultural factors on their packaging
effectively. As result they were successfully differentiate their products for their competitors.
Also for the other local competitors Partex has used different cultural factors to differentiate their
products.
Q3. Which cultural factors majorly shaping products packaging?
Partex Food & Beverage mainly concentrate religious and different local culture on their product
packaging. The Partex Food & Beverage modify their products for different cultural occasion.
The product sale increase in the two major festivals in the Bangladesh. One is the Pholeha
Boishak (Bengali New Year) and another is Pohela Falgun(Celebrating first day of Autumn
season in Bangladesh). These two are major local cultural festival for Bengali population. Also
in the different religious festivals Eid ul Fitre and the Eid ul Azha the two major holy festivals
for the Muslim, the sale increase significantly during these times. Also for the Hindu religion in
different Puja‟s (Worship of Hindu God and Goddess) increase of the products sale too as well as
during the Christmas time. During these festivals time Partex Foods and Beverage modify their
product package to show respect for the religion. As a result people from different religion get
attached to the products. The increase if the sale of the product is significant during the different
cultural festivals.
By modifying product packaging on the different cultural festivals and religion festivals gives
Partex Food & Beverage competitive advantage over competitors. These two major cultural
factors are used by the organisation on their product packaging.
5.1.2 Justification of Research Objectives
To examine the role of culture on packaging decisions in the context of food and
beverage industry of Bangladesh.
The data gathered from the customers showed that the role of culture on packaging decision is
major concern for the organisation. The customers are often changing their purchasing decision
on the basis of cultural factors used on the product packaging. Also form the data gathered by the
employees showed that organisation increased their product sale by practicing culture on their
product packaging. Many organisations overlook the cultural factors on their product packaging
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and as result it is difficult for them to gain competitive advantage. The survey on the employees
and customers showed that culture has a major role on the product packaging. Organisations
using culture also increased brand loyalty among the customers.
To address the core factors influences the packaging decisions.
The core factors that influence the packaging decision is religion and different local festivals of
the Bangladesh. In the Bangladesh there are many religion and local festivals exists among the
population. The data gathered showed that the using wishes on different religious festivals for
different religion creates an intangible bond with the customers and also customers get loyal for
the reason. Also for the all religion wishing on the local cultural festivals create positive impact
for the consumer buying behavior. Also data gathered from employees clearly shows that
increase of the product sale is higher than the usual time. So by the data gathered from the
employees and customers it can be assumed that religious and local cultural festivals influence
packaging decision.
To evaluate consumer perception on packaging in the Context of Bangladesh.
To create loyalty of the customers, product packaging plays an important role. Consumer loyalty
cannot gain within days it needs time and proper strategies, and when loyalty is gain by the
organisation it leads towards the competitive advantage. And the practicing of the culture can
create that effect on the consumers buying decision. The different cultural factors used in the
product packaging organisation can gain their loyalty. By practicing different cultural factors
consumers get attached to the products and as result as long as they practice culture on their
product packaging consumers are willing to buy those particular products. The survey on the
customers showed that majority population is loyal on the Partex Food & Beverage for using
culture on their product packaging. As a result culture can increase brand loyalty.
To examine how packaging influences consumer buying behavior.
Consumers are always sensitive towards the local culture and also it can effect on consumer
buying behavior too. As the data gathered shows that practicing culture can create brand loyalty
also it can change the consumer purchasing decision too. Consumers often change their
purchasing decision for the cultural factors on the packaging. Survey on the employee‟s shows
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that culture is an important factor to create long term relation with the customers. As a result
culture has a positive effect on consumer buying behavior. Also practicing culture can increase
customer loyalty. The hypothesis testing (given Appendix “C”) clearly showing that there is
significant relationship between culture and customer loyalty.
5.2 Recommendation
Every organisation is come up with new innovative ideas to attract customers. As result
organisation need to improve their weakness to cope up with new challenges by the different
competitors or new entrants. In the survey many customers mentioned that Partex Food &
Beverage need to improve in different cultural factors on their packaging strategies. Also by the
management it was mentioned too. The major improvement Partex need to sustain their
competitive advantage is to focus more on the other cultural factors than the religious and
festivals factors. Even customers are happy by different cultural factors used on the product
packaging, but still they need to improve on their different cultural factors such as language,
race, and geographic region. The survey on management shows that (reference question 3 for the
management) shows that they not focusing well towards the different cultural factors like
language, race, and geographic region. The diagram shows the major high and low concern for
the Partex.
Figure: 5.1
By practicing religion and local festivals organisation has the competitive advantage on the
competitors but still to sustain this competitive advantage organisation need to focus on the other
Practing Culture on Packaging
High Concern by the Partex
Religion Local Festivals
Low Concern by the Partex
Language Race Geographic
region
A Case Study on Partex Group 2010
70
factors too. The other factors such as language, race, and geographic reason can lead
organisation toward sustainable competitive advantage.
Language
The language of product packaging is an important concern for the organisation. Customers
prefer more local language on the packaging. It is always hard for customers from country side
to understand other language than local language. Language is part of consumer culture and local
language creates positive impression on consumer (Lu, Daniel, and Wong, 2008). On the product
of the Partex Food & Beverage they are using English language for the product name. But from
the context of the Bangladesh it is wise to use local language for the product name. As a result
people from below literacy level will get to know about product in more details than other
language. Also using local language consumers will get more attached with the products.
Bangladeshi people are very sensitive about their own language. Before the independence Urdu
was local language for the Bangladeshi people. But in 1952 people gave life to establish Bengali
as a mother tongue. As a result for this war people have emotional bonding with the Bengali
language. In the Partex Food & Beverage organisation should local customers to attract, and also
different features of the product or ingredients list written in Bengali instead of English. It will
help customer to understand more about the products those who are below literacy level.
Geographic Region
The geographic reason is also a major concern for the organisation. Modifying or creating
innovating packages for different geographic region can influence consumer towards the
particular products (Theobald & Winder, 2006). Organisation should implement more
geographic region on their product packaging strategy. By that factor organisation can get
attached with people from different region. In Bangladesh there are many different geographic
regions which are very different from core Bangladeshi culture. As an example people from
different hill side or border side of the Bangladesh. In the hill side majority people called
Chakma or from other country and living in Bangladesh for generations but still their culture is
different from Bangladeshi local culture. As a result Partex should practice these particular
cultures on product packaging to get attached with these people.
A Case Study on Partex Group 2010
71
Packaging of the products
Cultural Factors
Geographic
Region
Cultural
Festivals
Language Racial Groups Religion
Competitive Advantage
Figure: 5.2
Partex Food & Beverage has implemented culture on product packaging successfully and survey
clearly showed that they were able to increase market share as well as increase their product sale
better than past. As a result Partex gain competitive advantage by using culture on their product
packaging but to sustain this competitive advantage they need to improve many factors that
discussed above. The competition among food & beverage industry is getting higher day by day.
To stay ahead in the business Partex should consider all the aspects of the cultural factors to their
packaging. Framework shows how organisation should practice culture on the product
packaging.
A Case Study on Partex Group 2010
72
5.3 Limitation of the Research
The validity and the reliability is one of the major limitations of the research. In the research
there could be possible sample error. If researcher could take more information form more
participants then the data could be more accurate to show the proper result. In the research
survey many people hide their main perceptions and were not comfortable to give the proper
answers. As a result data collected from these people may be not correct. The literature
mentioned in the earlier chapter could be supported by the research if researcher has opportunity
to research on other foods & beverage companies.
5.4 Implications for Practitioners
The research clearly showed that various cultural factors should be considered while packaging
of the product. And also it is a source of gaining competitive advantage. The influence of culture
on product packaging can create enormous effect on the consumer buying behavior. As a result
managers are advised to implement culture factors effectively and need consider them as an
important element to gain competitive advantage.
5.5 Implication of Further Research
Many issues was come across while researching and for the further research. The research is only
mentioned for the one food and beverage organisation of the Bangladesh. There many
organisations still need to be identifying the different factors they are using. The research is
conducted on influence of culture context of food & beverage industry Bangladesh but still the
other factors need to identify on the context of food & beverage industry Bangladesh. As
example the promotional activities of food & beverage industry still need to identify.
A Case Study on Partex Group 2010
73
6. List of Reference
Books
1. Arens. W. F. (1996). Contemporary Advertising. 10th
edition. TataMcGraw Hill.
2. Armstorng, G., Harkar, M., Kotler P., and Brennan, R. (2009). Marketing: An
Introduction. Financial Times Prentice Hall.
3. Babbie, E. R. 2009. The Practice of Social Research. 12th
edition. Cengage Learning.
4. Bryman, A. and Bell, E. (2007) Business Research Methods, 2nd
edition. Oxford
University Press: New York.
5. Cateora, Philip, R. & Graham, John, L. 2010. International Marketing. 12th
edition.
McGraw-Hill: India
6. Claver and Giles (2006). “What is Packaging Design?” 2nd
edition. Rotovision UK.
7. Coldwell, D. and Herbst, F (2004) Business Research, 2nd
edition. Juta and Company
Limited: Pennsylvania.
8. Dell. Hawkins, Roger J. Best, and Kenneth A. Coney 2004. Consumer Behavior
„Building Marketing Strategies‟. 9th
edition. McGraw Hill.
9. Diggenes, C. & Wild, J. 2009. Marketing Research. Juta and Company Ltd.
10. Dornyei, Zoltan. 2008. Questionnaires in Second Language Research: construction,
administration and processing. 2nd
edition. New Jersey. Taylor & Francis.
11. Douglas J. Darymple and Leonard J. Pearson 2002. Marketing Management Text and
Cases. 7th
edition. John Willy and Sons (Asia) Pte. Ltd.
12. E. Jerome McCarthy and William D. Perreault Jr. 1991. Essential of Marketing. 5th
edition. Library of Congress Cataloging – in – Publication Data.
13. Ember, M. 2009. Cross-Cultural Research Methods. 2nd
edition. Rowman Altamira.
14. F. Kardes, M. Cronley, and T. Cline (2010). Consumer Behavior: Science and Practice.
1st edition. Cengage South-Western.
15. Fishel and Catherine (2005). Design Secrets: Packaging. 3rd
edition. Rockport Publishers
Inc Massachusetts.
A Case Study on Partex Group 2010
74
16. Geoff Lancaster, Lester Massingham and Ruth Ashford 2002. Essential of Marketing. 4th
edition. McGraw Hill.
17. Gray, D. E. 2009. Doing Research in the World. 2nd
edition. SAGE Publications Ltd:
London.
18. Jay D. Lindquist and Joseph Sirgy 2003. Shoppers Buyer, and Consumer Behavio. 2nd
edition. Atomic Dog Publishing.
19. Jedlicka, Wendy (2009). Packaging sustainability. 1st edition. John Wiley & Sons Inc.
UK
20. J. Paul Peter and Jerry C. Olson 2005. Consumer Behavior and Marketing Strategy. 7th
edition. Tata McGraw Hill Publication.
21. Kotler, P. and Armstrong, G. (2010). Principles of Marketing. Pearson Education.
22. Leone G. Schiffman, Leslie Lazar Kanuk 2004.Consumer Behavior. 8th
edition. Prentice
Hall Inc.
23. Linda Gorchels (2006). The Product Manager‟s Handbook. 3rd
edition. McGraw Hill
Companies Inc.
24. Lu, Daniel, and Wong (2008). Materials for Advanced Packaging. 1st edition. C.P
Springer. New York.
25. Malhotra, N.K. (2004). Marketing research: an applied orientation. McGraw-Hill, cop:
Upper Saddle River, NJ.
26. M.C. Cant, J.W. Strydom, C.J. Joosty and P.J. du Plesis (2009). ). Marketing
Management. 5th
edition. Jut and Co. Ltd.
27. Michael R. Czinkota, Masaaki Kotabe 2002. 2nd
etition. Thompson Asia Pte. Ltd.
28. Michael R. Solomon 2002. Consumer Behavior buying, having, and being. 5th
edition.
Prentice Hall Inc.
29. M. Pride, Robert J. Hughes, and Jack R. Kapoor (2010). Business. 10th
edition. Cengage
Learning.
30. M. Cant (2010). Essential of Marketing. 3rd
edition. Juta Academic.
31. Philip R. Cateora, Mary C. Gilly, and John L. Graham (2009). International Marketing.
International edition. McGraw Hill Irwin.
32. Philip Kotler and Gary Armstrong 2006. Principles of Marketing. 11th
edition. Pearson
Education Inc.
A Case Study on Partex Group 2010
75
33. Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mitheleswar Jha 2009. Marketing
Management A South Asian Prespective. 13th
edition. Dorlin Kindersley Pvt. Ltd.
34. Philip Kotler and Kevin Lane Keller 2006. Marketing Management. 12th
edition. Prentice
Hall.
35. Rajgopal (2010). Consumer Behavior: Global Shifts and Local Effects. International
edition. Nova Science Pub Inc.
36. Roger D. Blackwell, Paul W. Miniard, and James F. Enge 2002. Consumer Behavior. 9th
edition. South Western College Publishing.
37. Saunders. Lewis, Philip. and Thornhill, Adrian. 2003. Research Methods for Business
Students. 3rd
edition. India. Pearson Education.
38. Theobald, Nigel. and Winder, Belinda. (2006). Packaging Closures and Sealing Systems.
4th
edition. Blackwell Publishing Inc. UK
39. William D. Perraeault Jr. and E Jerome McCathy 2005. 15th
edition. Tata McGraw Hill.
40. Yin, R.K. (2003) Case study research: design and method. 3rd
edition. Sage Publications:
London.
Journals
1. Ackerman, Frank. Analyzing the True Cost of Packaging. BioCycle. April 1993. Vol. 34,
No. 4. Pg. 68-70
2. Ampuero, O. and Vila, N. (2006), Consumer Perceptions of Product Packaging, Journal
of Consumer Marketing, 23/2, 2006, pp. 100-112.
3. Banathy, B. H. (1992), 'The Prime Imperative: Building a Design Culture', Educational
Technology, Vol. 32, No. 6, pp. 33-35.
4. Berg-Weitzel, L. V. D. and G. V. D. Laar (2001), 'Relation between culture and
communication in packaging design', The Journal of Brand Management, Vol. 8, No. 3,
pp. 171-184.
5. Bone, Paula F. and Karen R. France (2001). „Package Graphics and consumer beliefs‟
journal of business and psychology, 15 (3) (spring), 467-489.
6. Hill, H. and Tilly, J. (2002), Packaging of Children‟s Cereal: Manufacturers versus
Children, British Food Journal, Vol. 104 No. 9, 2002, pp. 766-777.
A Case Study on Partex Group 2010
76
7. Rundh, B. (2005), The Multi-Faceted Dimension of Packaging, British Food Journal,
Vol. 107 No. 9, 2005, pp. 670-684.
8. Sinclair, C. and Knowles, A. (2006), Packing a Punch: Using Packaging as Effective
Advertising and Communication to Build Your Bottom Line, Market Research Society,
Annual Conference, 2006.
From Documents
Partex Group. 2009. Annual Business Plan 2008-2009
Websites
http://www.partexgroup.com/aboutus.htm, cited on 15th
August, 2010.
http://www.globepharmagroupbd.com/globedrinks/index.html, cited on 16th
August,
2010.
A Case Study on Partex Group 2010
77
7. Bibliography
Books
1. Arens. W. F. (1996). Contemporary Advertising. 10th
edition. TataMcGraw Hill.
2. Armstorng, G., Harkar, M., Kotler P., and Brennan, R. (2009). Marketing: An
Introduction. Financial Times Prentice Hall.
3. Babbie, E. R. 2009. The Practice of Social Research. 12th
edition. Cengage Learning.
4. Bryman, A. and Bell, E. (2007) Business Research Methods, 2nd
edition. Oxford
University Press: New York.
5. Cateora, Philip, R. & Graham, John, L. 2010. International Marketing. 12th
edition.
McGraw-Hill: India
6. Claver and Giles (2006). “What is Packaging Design?” 2nd
edition. Rotovision UK.
7. Coldwell, D. and Herbst, F (2004) Business Research, 2nd
edition. Juta and Company
Limited: Pennsylvania.
8. Dell. Hawkins, Roger J. Best, and Kenneth A. Coney 2004. Consumer Behavior
„Building Marketing Strategies‟. 9th
edition. McGraw Hill.
9. Diggenes, C. & Wild, J. 2009. Marketing Research. Juta and Company Ltd.
10. Dornyei, Zoltan. 2008. Questionnaires in Second Language Research: construction,
administration and processing. 2nd
edition. New Jersey. Taylor & Francis.
11. Douglas J. Darymple and Leonard J. Pearson 2002. Marketing Management Text and
Cases. 7th
edition. John Willy and Sons (Asia) Pte. Ltd.
12. E. Jerome McCarthy and William D. Perreault Jr. 1991. Essential of Marketing. 5th
edition. Library of Congress Cataloging – in – Publication Data.
13. Ember, M. 2009. Cross-Cultural Research Methods. 2nd
edition. Rowman Altamira.
14. F. Kardes, M. Cronley, and T. Cline (2010). Consumer Behavior: Science and Practice.
1st edition. Cengage South-Western.
15. Fishel and Catherine (2005). Design Secrets: Packaging. 3rd
edition. Rockport Publishers
Inc Massachusetts.
A Case Study on Partex Group 2010
78
16. Geoff Lancaster, Lester Massingham and Ruth Ashford 2002. Essential of Marketing. 4th
edition. McGraw Hill.
17. Gray, D. E. 2009. Doing Research in the World. 2nd
edition. SAGE Publications Ltd:
London.
18. Jay D. Lindquist and Joseph Sirgy 2003. Shoppers Buyer, and Consumer Behavio. 2nd
edition. Atomic Dog Publishing.
19. Jedlicka, Wendy (2009). Packaging sustainability. 1st edition. John Wiley & Sons Inc.
UK
20. J. Paul Peter and Jerry C. Olson 2005. Consumer Behavior and Marketing Strategy. 7th
edition. Tata McGraw Hill Publication.
21. Kotler, P. and Armstrong, G. (2010). Principles of Marketing. Pearson Education.
22. Leone G. Schiffman, Leslie Lazar Kanuk 2004.Consumer Behavior. 8th
edition. Prentice
Hall Inc.
23. Linda Gorchels (2006). The Product Manager‟s Handbook. 3rd
edition. McGraw Hill
Companies Inc.
24. Lu, Daniel, and Wong (2008). Materials for Advanced Packaging. 1st edition. C.P
Springer. New York.
25. Malhotra, N.K. (2004). Marketing research: an applied orientation. McGraw-Hill, cop:
Upper Saddle River, NJ.
26. M.C. Cant, J.W. Strydom, C.J. Joosty and P.J. du Plesis (2009). ). Marketing
Management. 5th
edition. Jut and Co. Ltd.
27. Michael R. Czinkota, Masaaki Kotabe 2002. 2nd
etition. Thompson Asia Pte. Ltd.
28. Michael R. Solomon 2002. Consumer Behavior buying, having, and being. 5th
edition.
Prentice Hall Inc.
29. M. Pride, Robert J. Hughes, and Jack R. Kapoor (2010). Business. 10th
edition. Cengage
Learning.
30. M. Cant (2010). Essential of Marketing. 3rd
edition. Juta Academic.
31. Philip R. Cateora, Mary C. Gilly, and John L. Graham (2009). International Marketing.
International edition. McGraw Hill Irwin.
32. Philip Kotler and Gary Armstrong 2006. Principles of Marketing. 11th
edition. Pearson
Education Inc.
A Case Study on Partex Group 2010
79
33. Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mitheleswar Jha 2009. Marketing
Management A South Asian Prespective. 13th
edition. Dorlin Kindersley Pvt. Ltd.
34. Philip Kotler and Kevin Lane Keller 2006. Marketing Management. 12th
edition. Prentice
Hall.
35. Rajgopal (2010). Consumer Behavior: Global Shifts and Local Effects. International
edition. Nova Science Pub Inc.
36. Roger D. Blackwell, Paul W. Miniard, and James F. Enge 2002. Consumer Behavior. 9th
edition. South Western College Publishing.
37. Saunders. Lewis, Philip. and Thornhill, Adrian. 2003. Research Methods for Business
Students. 3rd
edition. India. Pearson Education.
38. Theobald, Nigel. and Winder, Belinda. (2006). Packaging Closures and Sealing Systems.
4th
edition. Blackwell Publishing Inc. UK
39. William D. Perraeault Jr. and E Jerome McCathy 2005. 15th
edition. Tata McGraw Hill.
40. Yin, R.K. (2003) Case study research: design and method. 3rd
edition. Sage Publications:
London.
Journals
1. Ackerman, Frank. Analyzing the True Cost of Packaging. BioCycle. April 1993. Vol. 34,
No. 4. Pg. 68-70
2. Ampuero, O. and Vila, N. (2006), Consumer Perceptions of Product Packaging, Journal
of Consumer Marketing, 23/2, 2006, pp. 100-112.
3. Banathy, B. H. (1992), 'The Prime Imperative: Building a Design Culture', Educational
Technology, Vol. 32, No. 6, pp. 33-35.
4. Berg-Weitzel, L. V. D. and G. V. D. Laar (2001), 'Relation between culture and
communication in packaging design', The Journal of Brand Management, Vol. 8, No. 3,
pp. 171-184.
5. Bone, Paula F. and Karen R. France (2001). „Package Graphics and consumer beliefs‟
journal of business and psychology, 15 (3) (spring), 467-489.
6. Hill, H. and Tilly, J. (2002), Packaging of Children‟s Cereal: Manufacturers versus
Children, British Food Journal, Vol. 104 No. 9, 2002, pp. 766-777.
A Case Study on Partex Group 2010
80
7. Rundh, B. (2005), The Multi-Faceted Dimension of Packaging, British Food Journal,
Vol. 107 No. 9, 2005, pp. 670-684.
8. Sinclair, C. and Knowles, A. (2006), Packing a Punch: Using Packaging as Effective
Advertising and Communication to Build Your Bottom Line, Market Research Society,
Annual Conference, 2006.
From Documents
Partex Group. 2009. Annual Business Plan 2008-2009
Websites
http://www.partexgroup.com/aboutus.htm, cited on 15th
August, 2010.
http://www.globepharmagroupbd.com/globedrinks/index.html, cited on 16th
August,
2010.
A Case Study on Partex Group 2010
81
Appendices
Appendix: “A” Focus Group Questionnaire
1. Background Information
a) Interviewee‟s Name: ……………………………………………………...……………………..
b) Age: ………………………………………………………………… ………………………….
c) Gender: …………………………………………………………………………………………..
d) Company‟s Name: ………………………………………………………………………………
e) Interviewee‟s Position in the Organization: ……………………………………………………..
---------------------------------------------------------------------------------------------------------------------
Q.1: What extent you think culture effects on the product packaging?
………………………………………………………………………………………………………
………………………………………………………………………………………………………
Q.2: In what extent your organisation practicing culture on product packaging?
………………………………………………………………………………………………………
………………………………………………………………………………………………………
Q.3: In Culture which factors you consider in packaging to increase product sale?
………………………………………………………………………………………………………
………………………………………………………………………………………………………
Q.4: Do you agree that considering culture while packaging enhances your sales performance?
………………………………………………………………………………………………………
………………………………………………………………………………………………………
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82
Q.5: Do you agree practicing culture on product packaging create customer loyalty?
………………………………………………………………………………………………………
………………………………………………………………………………………………………
Q.6: Do you agree that packaging is a vital component for enhancing brand image?
………………………………………………………………………………………………………
………………………………………………………………………………………………………
Q.7: In what extent you agree that organisation considering family orientation on the product
packaging?
………………………………………………………………………………………………………
………………………………………………………………………………………………………
Q.8: Do you agree that practicing culture on your product packaging is accepted among the
different cultures on Bangladesh?
………………………………………………………………………………………………………
………………………………………………………………………………………………………
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83
Appendix: “B” Customer Survey Questionnaire
SQ1. Are you familiar with the company name Partex Foods and Beverage?
Yes No
SQ2. Do you agree that you are familiar with the different products of Partex Food & Beverage?
Agree Strongly Agree Neutral Disagree
Strongly Disagree
SQ3. Do you agree that you are familiar with different packaging of the Partex Foods &
Beverage?
Agree Strongly Agree Neutral Disagree
Strongly Disagree
SQ4. In different Partex Foods & Beverage products of packaging what attract you most?
Agree Strongly Agree Neutral Disagree
Strongly Disagree
SQ5. Do you agree Partex Foods & Beverage practicing proper culture on their packaging and
that influence you the buy Partex products?
Agree Strongly Agree Neutral Disagree
Strongly Disagree
SQ6. Do you agree that innovative packaging influence you to buy the products?
Agree Strongly Agree Neutral Disagree
Strongly Disagree
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84
SQ7. Do you agree that packaging of Partex products influences you brand loyalty?
Agree Strongly Agree Neutral Disagree
Strongly Disagree
SQ8. Do you agree that you would continue to purchase Partex products as long as they promote
culture?
Agree Strongly Agree Neutral Disagree
Strongly Disagree
SQ9. Do you agree if other organisations start using innovative packaging using culture, are you
going to switch to that particular brand?
Agree Strongly Agree Neutral Disagree
Strongly Disagree
SQ10. To what extent do you agree that in the packaging of the Partex Foods & Beverage
practicing different factors of culture need to be improved?
Agree Strongly Agree Neutral Disagree
Strongly Disagree
Thank You for Participating
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85
Appendix C Hypothesis Testing
Hypothesis 1: There is a significant relationship between practicing culture on packaging and
customer loyalty.
Hypothesis 2: There is no significant relationship between practicing culture on packaging
and customer loyalty.
Correlations
Practicing
Culture Increasing
Brand Loyalty
Practicing Culture Pearson Correlation 1 .960(**)
Sig. (2-tailed) .000
N 200 200
Increasing Brand Loyalty Pearson Correlation .960(**) 1
Sig. (2-tailed) .000
N 200 200
** Correlation is significant at the 0.01 level (2-tailed).
The researcher selected the following questions to prove the particular hypothesis:
Do you agree Partex Foods & Beverage practicing proper culture on their packaging and that
influence you the buy Partex products? (Ref. Customer Survey question #05)
Do you agree that packaging of Partex products influences you brand loyalty? (Ref. Customer
Survey question # 07)
The Pearson correlation which is 0.960 indicates that there is a positive correlation between
employee satisfaction and improved service quality. Usually, correlation above 0.07 is regarded
to be high and since the P value is less than 0.05, i.e. 0.000 in this case, implies that the
correlation is not by chance factors but in actuality there is a positive correlation. Hence, if the
customers are loyal, it is very likely to result Partex practicing proper cultural factors on
packaging. Therefore, the hypothesis has been accepted, rejecting the null hypothesis.
A Case Study on Partex Group 2010
86
Appendix D
Partex Foods & Beverage Products
Beverage products and Packaging during festivals.
RC Cola modified packaging during Muslim religion festival Eid Ul Fitre and organisation
wishing customers Eid Mubarak.
Partex products during local cultural festival Shuvo Nababorsho (Bengali New Year) and they
modified product packaging to wish local people Shuvo Nababorsho (Happy New Year).