The Impact Of Packaging Characteristics On Consumer Buying Marketing Essay

The Impact Of furtherance Characteristics On Consumer acquire looteting EssayThe character of case has changed oer the historic period since mainly over referable to the changing life ports and needs of the consumers. Consumers in daylight-after-day life atomic number 18 unresolved to a truly wide range of harvestings having divergent forwarding ranging from contrary crossing categories displayed in markets, supermarkets and any other place of shopping. Products whoremonger and so be differentiated from the external encaseal framework having different shapes, sizes, blazons, approximateing, and so on what is in truth inside the piece of land bay window only be judged with a creative and modern promotion. promotional material is too a nib of merchandising communication and plays a vital role in consumer tarnish preference.The topic down the stairs explore will champaign the electric shock of case elements on consumer buy way of Pakistan. For this tendency seven advancement elements put forward been selected packaging color, accentuate image, font style, packaging material, design, innovation and printed info. The oddball of interrogation is descriptive and quantitative approach has been apply by designing incertitudenaires. The strain size is two hundred.The continue of softw atomic number 18 and its characteristics on consumers obtain scraming hatfulful be revealed by analyzing an importance of its separate characteristics for consumers choice. This look for into packaging has strand that different packaging cues impingement how a harvest-festival is perceived. save, thither is a despotic thinking and a trend near salubrious-designed piece of land shows spirited yield choice. As a matter of fact, people be worthy more and more demanding packaging has been gradually shown its grave role in a way to serving consumers by providing information and delivering functions.INTRODUCTION immedi ately consumers grow become more and more conscious ab out the packaging available to them from products. The role of packaging has changed over the years since primarily due to the changing lifestyles and needs of the consumers. Companies take in started bring innovations in packaging since their beliefs over the years throw off changed that good and unique packaging potty stimulate consumer purchase behaviors. It has become the source of customers attraction towards products or services, increases the image of the stigmatize and increases the perceptions of the consumer for the product (Rundh 2005). In marketing context packaging plays a very vital role in communicating the product to the consumers and ultimately increases consumers barter for finishs. agree to Underwood, Klein Burke, (2001) Silayoi Speece, (2004) a good mail boat communicates unique quantifys about products, and in addition helps in differentiating the products from other products, hence helping the consumers in choosing the cover product from a wide range of similar products, and as a result stimulates consumers buying behaviors (Wells, FarleyArmstrong,2007).Consumers in daily life are exposed to a very wide range of products having different packaging ranging from different product categories displayed in markets, supermarkets and any other place of shopping. Products mountain whence be differentiated from the external packaging having different shapes, sizes, colors, labeling, etcetera what is actually inside the package give the axe only be judged through a creative and innovative packaging.Package becomes an ultimate selling proposition stimulating brainish buying behaviour, increasing market share and reducing promotional be. therefrom package performs an important role in marketing communication theory and could be treated as wiz of the most important factors influencing consumers barter for decision. In this context, seeking to maximize the force outiveness of package in a buying place, the questiones of package, its elements and their tint on consumers buying behaviour became a germane(predicate) issue.OVERVIEWLiterature analysis on question under investigation has shown that there is no agreement on classification of package elements as well as on research methods of package impact on consumers leverage decision. Some of researchers try to analyse all possible elements of package and their impact on consumers purchase decision (Silayoi Speece, 2004 Silayoi Speece, 2007 Butkeviciene, Stravinskiene Ruteli whiz, 2008), spell others concentrates on separate elements of package and their impact on consumer buying behaviour (e.g., Vila Ampuero, 2007 Madden, Hewett Roth, 2000 Underwood et al., 2001 Bloch, 1995). Moreover some researchers investigate impact of package and its elements on consumers ordinary purchase decision (e.g., Underwood et al., 2001), while others on every stage of consumers decision reservation process ( e.g., Butkeviciene et al., 2008).Particularly for fast moving consumer goods, such as food products, the packaging is one of the key product components that can succeed a commercialized advantage over competing products .Hence, the packaging is of significant commercial importance for the economical sustainability and branch of businesses. There is little comfort in arguing the need for less packaging while economic growth is predominantly driven by diversification of markets and subsequent product variations. fall upon challenges for future business growth and divulgements are the ability to meet release chain and market requirements in terms of distribution, efficiency, marketing power, consumer safety and thingumajig and environmental. package attracts the consumers concentration to buy particular smear and increase defect image and influence towards consumers (Rundh, 2005). incase characteristics creates uniqueness in dirt (Silayoi Speece, 2004). furtherance chara cteristics devolves the ability to differentiate in the midst of the similar products and induces the clients for purchase (Wells, Farley, Armstrong, 2007). packaging is to a fault a tool of marketing communication and plays a vital role in consumer tell on preference. The prime role of packaging is to give trade protection to the brand against any possible damage may it be during transporting, storing or even wareho utilize (Gonzalez, Thorhsbury, Twede, 2007). Packaging characteristics is also a protection of memory the brands secure by not be smudged by the consumers or every the cusumers being contaminated if in-contact with the packaging (Grundvag Ostli, 2009).Packaging characteristics also shows the character judgments which largely influence the consumer in brand preference. Consumer frequently assumes that if packaging characteristics are workable it shows that brand is of high quality and helps in decision making of consumer.a) WHAT IS packaging?The definitions of packaging vary and range from being simple and functionally centre to more extensive, holistic interpretations. Packaging can be defined sort of simply as an extrinsic element of the product (Olson and Jacoby (1972)) an attribute that is connect to the product but does not form part of the physical product itself. Packaging is the container for a product encompassing the physical appearance of the container and including the design, color, shape, labeling and materials employ (Arens,1996).b) FUNCTIONS OF PACKAGINGCUsersFamilyDesktopgreener-packaging.jpg CUsersFamilyDesktopimagesCAQGXAJQ.jpgPackaging and package labeling have some(prenominal) functionsPhysical Protection Protection of the objects enclosed in the package from shock, vibration, compression, temperature, etc.Barrier Protection A barrier from oxygen, water vapor, dust, etc.Containment or Agglomeration Small objects are typically grouped unitedly in one package for transport and handling efficiency. Alternat ively, wad Commodities (such as salt) can be divided into packages that are a more suitable Size for soulfulness householdsInformation transmission Information on how to use, transport, recycle, or Dispose of the package or product is often contained on the package or labelConvenience features which add thingamajig in distribution, handling, display, Sale, opening, reclosing, use, and re-use.Marketing The packaging and labels can be utilize by marketers to encourage Potential buyers to purchase the product. Packaging may be looked at as several different types. For type a transport package or distribution package can be the shipping container apply to ship, store, and handle the product or inside(a) packages. Some identify a consumer package as one which is enjoin toward a consumer or household. Packaging may be discussed in congener to the type of product being packaged medical device packaging, bulk chemical packaging, over-the-counter drug packaging, retail food packa ging, military material packaging, pharmaceutical packaging, etc.c) ELEMENTS OF PACKAGINGThere are many different schemes for classification of elements of package in scientific literature. According to Smith Taylor (2004), there are six variables that mustiness be taken into consideration by producer and designers when creating efficient package form, size, colour, graphics, material and flavour. Similarly, Kotler (2003) distinguishes six elements that according to him must be evaluated when emploing packaging decisions size, form, material, colour, text and brand.Vila Ampuero (2007) similar to Underwood (2003) wonderful both(prenominal) blocks of package elements graphic elements (colour, typography, shapes used, and images) and structural elements (form, size of the containers, and materials.Rettie Brewer (2000) stressed out the importance of proper office of elements of package, dividing the elements into two groups literal (for example, brand slogans) and visual (vis ual apeal, picture, etc.) elements. In the similar way package elements were classified by Butkeviciene, Stravinskiene Rutelione (2008). Analysing consumers decision making process they distinguish betwixt non- oral elements of package (colour, form, size, imageries, graphics, materials and smell) and verbal elements of package (product name, brand, producer/ country, information, special offers, instruction of system). Their classification includes brand as a verbal component, whereas Keller (2003), for example, considers packaging as one of the five elements of the brand, together with name, logo, graphic symbol, personality, and the slogans.Silayoi Speece (2004 2007) divide package into two categories of elements visual elements (graphics, colour, shape, and size) and informational elements (information domiciliated and technology). According to Silayoi Speece (2004) visual elements are related with affective aspect of consumers decision making process, while informational elements are related with cognitive one.Summarising, two main blocks of packages elements could be identify visual and verbal elements. Relying on literature analysed graphic, colour, size, form, and material are considered as visual elements, while product information, producer, country-of-origin and brand are considered as verbal ones.Packaging characteristics also shows the quality judgments which largely influence the consumer in brand preference. Consumer frequently assumes that if packaging characteristics are viable it shows that brand is of high quality and helps in decision making of consumer.LITERATURE REVIEWNumerous studies have investigated this question whether packaging elements has an impact on consumer buying behavior.Consumer intensions for buying and getting anything depend upon the extent of his desires to fulfill his needs. Consumers expect that the product they are acquire will satisfy their needs and fulfill their expectations (Kupiec and Revell, 2001).Some s nips the consumers do not know what they actually want to satisfy their need, in such federal agency the consumers are confronted with variety of products and the decision to purchase depends upon what is being exposed and communicated to the consumers at the point-of purchase. Kupiec asserts that the packaging of a product is a significant aspect in consumer decision making process as it is the first encounter of the product which communicates the consumers whether they should buy the product (or not). It could be maintained that the package may be the only communication in the midst of a product and the final consumer in the store (Gonzalez et al., 2007, p.63).Kotler defines packaging as all the activities of designing and producing the container for a product. Well-designed packages can build brand equity and drive sales (Kotler, 2000).Moreover, he claimed that although the passe-partout pattern of packaging was to protect the product but now it is being considered as a power ful tool to grab the attention of consumers, present the features of that product and make a sale (Kotler et.al 1998).According to Arun Kumar packaging can be defined as the wrapping material around a consumer item that serves to contain, identify, describe, protect, display, promote, and otherwise make the product marketable and keep it piece (Arun et.al 2007). He emphasized that packaging of a product could be considered as one of the most significant tool in communicating the aggregate of marketing a product, requiring more focus on the elements of packaging and analyzing the impact of those characteristics on consumer buying behavior.Rita Kuvykaite (2009) has done descriptive research on the race of packaging elements and consumer purchase decision. Rita observed that in nowaold age competitive environment the role of package has changed due to increasing self-service and changing consumers lifestyle. Firms care in package as a tool of sales promotion is growing increasingl y. Package becomes an ultimate selling proposition stimulating impulsive buying behaviour, increasing market share and reducing promotional costs (Rita et.al 2009).According to Rundh (2007) package attracts consumers attention to particular brand, arouses its image, and influences consumers perceptions about product. Also package imparts unique value to products (Underwood, Klein Burke, 2001 Silayoi Speece, 2004), works as a tool for differentiation, i.e. helps consumers to carry the product from wide range of similar products, stimulates customers buying behavior (Wells, Farley Armstrong,2007). Thus package performs an important role in marketing communications and could be treated as one of the most important factors influencing consumers purchase of package, its elements and their impact on consumers buying behavior became a relevant issue.According to Charles, packaging have always served a practical function i.e. they hold confine together and protect goods as the move thr ough the distribution line of work to consumers. Today, however, packaging is also a container for promoting the product and making it easier and safer to use (Charles et.al).Pinyay Silayoi and Mark Speece have done a conjoint study among consumers for analysing the importance of packaging and the role of packaging as a vehicle for communication and construct up brands. They suggest that the package standing out on the shelf affects the consumer decision process, and package design must insure that consumer response is favorable. The caper is made more complex by several conflicting trends in consumer decision-making (P. Silayoi, M. Speece, 2004).Holbrook and Moore contend that a consumer gets easily attracted by more complex and invigorated external characteristic packaging and visual graphic designs. Moreover, this leads consumers to a positive buying emotion and leads them to buy this attractive product (Holbrook and Moore, 1982).Ampeuro and Vila have done extensive research on consumer perception of product packaging. According to them, once consumers have perceived the product in their own way, they develop an attitude which will eventually affect consumers decision to procure that product ( Ampuero O, Vila, N. 2006)Wells Armstrong conclude from their research that packaging characteristics gives the ability to differentiate between the similar products and induces the clients for purchase (Wells, Farley, Armstrong, 2007).Kotler (2003) distinguishes six elements that according to him must be evaluated when employing packaging decisions size, form, material, colour, text and brand.Mitul Deliya in his research highlights consumer attitude towards packaging of FMCG products. He affirm that packaging has a huge role to play in the positioning of products. Package design shapes Consumers perceptions.Wansink (1996) showed that larger package sizes do accelerate usage volume when attention is roamn to unit prices. Folkes and Matta (2004) find that unu sually regulate containers that attract attention are perceived to contain more product than containers that do not attract attention.Silavoi and Speece investigated the question that the packages overall features can emphasise the uniqueness and originality of the product. Quality judgments are largely influenced by product characteristics reflected by packaging, and these play a role in the formation of brand preferences. If the package communicates high quality, consumers frequently assume that the product is of high quality. If the package symbolizes impression quality, consumers transfer this low quality perception to the product itself (Underwood et al., 2001 Silayoi and Speece, 2004).According to Tanuka Ghoshal, convenience and innovation and such characteristics in package design influence consumer attitude towards buying products. Manufacturers of food and other consumer packaged products spend large sums of funds developing smooth-to-open packages that are more conven ient for quick meals or for easy dispensing, and visually addressing packages which appear to communicate more than mere information about the product insideApart from the realm of consumer packaged goods, in which the packaging is visible at the time of purchase (and hence may play a role in the purchase decision process), we also see significant and creative innovations in packaging for situations in which the packaging is not visible before or at the time of purchase. The effect of color is the most obvious and well studied (Imran, 1999). Consumer perceptions of an stimulateable color are associated with perceptions of other quality attributes, such as flavor and nutrition, and also with satisfaction levels.PROBLEM IDENTIFICATION THEOREOTICAL modelPROBLEM IDENTIFICATIONThe abundance of scientific literature on this issue do not submit unanimous answer concerning impact of package elements on consumers buying behavior diversity of the results in this area depends not only on research models constructed and methods employed, but on the context of the research too. All supra mentioned confirms the indispensableness to investigate this issue in more detail. In the light of these snarly aspects, research problem could be formulated as following question What is the impact of packaging characteristics on consumer purchase decision?PROBLEM SATEMENTThe purpose of this research study is to investigate the impact of packaging characteristics on consumer buying behavior. Thus the problem statement for this research study is given as underTo find out the impact of packaging characteristics on consumer buying behavior look for OBJECTIVESThe research was conducted to achieve the following research objectivesTo investigate the role of packaging in Consumer Buying BehaviorTo determine the impact of packaging characteristics on consumer buying behaviorTo identify the most important characteristic of packaging that help to built brand equityTo find out consumer percep tions about packagingSIGNIFICANCE OF STUDYThe topic under research will study the impact of packaging elements on consumer buying behavior of Pakistan. For this purpose seven packaging elements have been selected packaging color, background image, font style, packaging material, design, innovation and printed information. According to Cruden (1989), over the years the, existence of new packaging concepts have accelerated. This study will be of value in a number of ways. The topic of research is highly under researched and least research has been done regarding the impact of packaging elements on consumer buying behavior of Pakistan. This study will not only help the marketers in bringing innovations and creativeness into the packaging of products but will also provide the policy makers in implementing effective decisions in bringing changes and creative strategies in packaging. This study will contribute immensely through Quantitative research.THEORITICAL fashion modelTheoretical frame-work focuses on the relationship between the dependent and independent variables. The peculiarity between dependent and independent variables is as important in a comparative study as in a regression analysis. certified variable in case of a comparative study is the one which we aim to predict and independent variables here are the ones who are used to predict the dependent variable.INDEPENDENT VARIABLEPackaging color soil ImagePackaging MaterialFont StyleDesign of negligeePrinted InformationInnovationDEPENDANT VARIABLEConsumer Buying BehaviorTHEOREOTICAL FRAMEWORKIndependent variablePackaging colorBackground imagePackaging materialDependant variableDependant variableConsumer Buying BehaviorFont styleDesign of wrapperPrinted InformationInnovationPackaging color pretext plays an important role in a potential customers decision making process, certain colors set different moods and can help to draw attention. One good example of roaring use of color psychological science is i n the Apple iPod advertisements they use simple tri tone color schemes of black, whiteness and a bright background color. The bright background color is to give the advertisement a fun feel and the contrasting white on black is to focus attention.CUsersFamilyDesktopimagesCACPIYHU.jpgPackaging MaterialAny material used especially to protect something- packing, wadding. Consumer can change its decision regarding Packaging material. High quality Packaging attract consumer then low quality Packaging. The first packages used the natural materials available at the time Baskets of reeds, wineskins (Bota bags), wooden boxes, pottery vases, ceramic amphorae, wooden barrels, woven bags, etc. Processed materials were used to form packages as they were developed for example, primordial glass and bronze vessels. The study of old packages is an important aspect of archaeology. Iron and tin plated steel were used to make cans in the early 19th century. Paperboard cartons and corrugated fiberboar d boxes were first introduced in the late 19th century. Packaging advancements in the early 20th century included Bakelite closures on bottles, transparent cellophane over wraps and panels on cartons, increased processing efficiency and repaird food safety. As spare materials such as aluminum and several types of plastic were developed, they were incorporated into packages to improve performance and functionality. So packaging material have strong have with buying behavior.CUsersFamilyDesktopghfgdhg.pngFont StyleThe font style of Packaging grabs customer attraction. The up gradation of IT technology have support this feature. The successful companies have silk hat practices of the font styles. They hire specialist in theme which create mind blowing and attractive font styles. The attractive package has innovative font style. So we can say that there is relation between font style and buying behaviorDesign of wrapperThe overall design also plays a vital role in attracting the cons umer. largely the children of 10-18 years are so sensitive to the design of wrapper. The companies try their best to create attractive design of packagingCUsersFamilyDesktop69897540hg8.jpgPrinted InformationContainer or wrapper of the product is serves a number of purposes like protection and definition of the contents, theft deterrence, and product promotion.The labels on packages are important components of the overall marketing mix and can support advertising claims, establish brand identity, enhance name recognition, and optimize shelf space allocations. The consumer can change his decision on the basis of information printed on the packaging. Mostly in Merchandises and daily FMCG the consumer can perform evaluation on the basis of printed information.CUsersFamilyDesktopf.jpg CUsersFamilyDesktopyudj.pngInnovationInnovative packaging may actually add value to the product if it meets a consumer need such as portion control, recyclability, tamper-proofing, child-proofing, easy-op en, easy-store, easy-carry, and non breakability. Manufacturers nowadays strive to have packaging that maintains the key equities of the brand, has stand out appeal on the retailers shelf, and is sustainable but with lower production costs. The customer can adopt product on the basis of its innovative packaging, which shows the relation between buying behavior and innovation of packagingCUsersFamilyDesktopgreener-packaging.jpg CUsersFamilyDesktopgh.pngRESEARCH APPROACH AND METHODOLOGYRESEARCH METHODOLOGYTYPE OF RESEARCHThe type of research conducted is descriptive research after taking into account the research problem, aim of paper and the requirements for information needed. Type of investigation is correlated because the variables al bringy exist.RESEARCH DESIGNQuantitative research approach is implied in this study. For this purpose a self administered questionnaire was designed. Customer survey was conducted by sending questionnaires to every which way selected customers for c ollection of data for statistical analysis. The questionnaire covered the basic content to assist achieving goal of the study at its best.RESEARCH INSTRUMENTQuestionnaires were used as an instrument for data collection and the data is collected in two waysPersonal survey in university and shopping malls and meet manly and female respondents and by meeting to household women.By emailing the questionnaire to the respondents, they filled the questionnaire and then emailed back.The instrument is in the form of closed ended questionnaire. Answers were recorded in the Likert five point scales. Packaging Characteristics is measured asHighly distinguishedImportantNeither Important nor undistinguishedUnimportantHighly UnimportantDATA COLLECTION METHODSPRIMARY DATAThe main tools used in this research for collecting primary data include questionnaires which were filled general public.SECONDARY DATAThe main tools used for collecting secondary data for this research include published article s, journals and other sources available on the Internet. adjudicate DESIGN take in UNITFor the purpose of data collection the station selected for this study includes general consumers from which the data has been gathered. The general public include both males and females students and working people with different classes. The age distribution which is used for this research was in five ages slabs20 years or less21 years to 25 years26 years to 30 years31 years to 40 yearsSAMPLING METHODThe sample distribution technique used in this study was convenience sampling method. examine SIZEThe sample size taken in this research is n=200 i.e. total numbers of respondents was 200 both males and females with different classes.SAMPLING PROCEDUREThe method of sampling was random sampling.ANALYSIS PROCEDURE afterwards setting the sample size, site, the tool for data collection, various analyses were done using statistical data analysis package SPSS 14.0.BUDGET TIME enumerationRESEARCH STAGEST IMECOSTResearch proposal approval1 week__Secondary data approval3 days__Questionnaire ripening1 week__Questionnaire pretesting approval2 weeksRs.500Questionnaire printing1 dayRs. 700Questionnaire filling2 weeks__Data processing and analysis4 days__Final reputation compilation5 daysRs.700Final report printing binding3 daysRs. 1200LIMITATIONSA few limitations contract the scope of this researchSample size was large so it took me time to get the questionnaires filled.Therespondentspersonalbiasmaybeanotherfactor, which is robustiousMany respondents did not actively participate in the research.Respondents did not read the questions carefully.Experimental method of research could not be used due to budgetary and time constraints.DATA ANALYSIS AND HYPOTHESIS attemptINGQ1) Packaging influences me to buy a particular product or brand? declare oneselfThe purpose of this question is to find how many people filling out this questionnaire are influenced by packaging of a product or brandR esponse Format It is a Grid type question no. of respondents to answer this question 200No. of responses generated 200QUESTION1NO OF RESPONDENTS characterDoes packaging influence you to buy a particular product or brand?STRONGLY DISAGREE147.0DISAGREE2613.0 unbiassed199.5AGREE11758.5STRONGLY AGREE2412.0TOTAL200100.0CONCLUSIONS12% of the respondents strongly agree to this point58.5% of the respondents agree to this point9.5% of the respondents are neutral13% of the respondents disagree.7% of the respondents strongly disagreeHYPOTHESIS TEST OF QUESTION 1Ho 70% (70% or more respondents are influenced by packaging of a product or brand)H1 DATAn = 200x = 70.5 = x/n = 70.5/200 = 0.3525Confidence interval=95%Level of significance = 5% or 0.05Tabulated ResultsZ tabulated = Z = Z 0.05 = -1.64 (-Z in Left tailed test)Test Statistics Critical partCR =Where,ppp =p = 3.24And,Putting the above values in the formulaCR =CR = Z deliberate == 0.54Zcal = 0.54ConclusionAs CR = 0.54 -1.64That means Z calculated Ztabulated, we accept the claim that 70% or more o