INTERNATIONAL SCHOOL OF LAW AND BUSINESS

Business Management Study Program

State Code 653N80004

STUDENT’S NAME SURNAME……...ATSAMO ZEUKENG

LEILA

THESIS TITLE

Professional Bachelor Graduation Thesis

Thesis Supervisor
..............................................
signature

(scientific degree of the supervisor, Name

and Surname)
Vilnius, 2021

Contents
SUMMARY IN ENGLISH 3 SUMMARY IN LITHUANIAN 4 INTRODUCTION 5 1.
LITERATURE REVIEW 7
1.1 A brief history of Packaging 7 1.2 Levels of packaging 8 1.3 Functions of Packaging 9 1.4
The packaging matrix 11 1.5 The Role of Packaging in Consumer behaviour and decision
 making 13
2. METHODOLOGY 19 2.1 Research strategy 19 2.2 Research approach 20 2.3 Data collection
21 2.4 Deductive vs Inductive approach 22 2.5 Research quality 23 3. 22
3.1 Results of the findings 25 3.2 Discussion 34 CONCLUSION AND RECOMMENDATION 37
Conclusion 37 Reccommendation 38 REFERENCES 39

SUMMARY IN ENGLISH
International School of Law and Business

Professional Bachelor Graduation Thesis

...............................................................................................................................................
.... .............
Title of the Professional Bachelor Graduation Thesis

Author
...............................................................................................................................................
.... .............
Name Surname

Language

English

Lithuani
an

The aim of this research was to investigate the relevance of product packaging as
an effective tool of consumer goods.

To carry out this research, the study adopted a survey research method. A
questionnaire was prepared, and the survey questions was sent to thirty participants.
The questionnaire obtained both general statistical results as well personal views
regarding product packaging.

Findings from the study show that a product’s packaging is relevant and customers find
it important in their purchase decision. Packaging plays an important role in the
marketing and sales of the product through the information it provides about the
product, its visual appeal, its ability to protect the product and its usability during and
 after use.

International School of Law and Business

SUMMARY IN LITHUANIAN
Professional Bachelor Graduation Thesis
...............................................................................................................................................
.... .............
Title of the Professional Bachelor Graduation Thesis

Author
...............................................................................................................................................
.... .............
Given name and Family name

Language

Lithuan

ian

English

Summary
 1

INTRODUCTION
Packaging is regarded as one of the important processes in the completion of a product.
Nowadays without it, the product will not be seen as finished. It is the process of designing
and producing the wrapper or container that protects, stores, promotes and identifies a product
(Grundey, 2010). The importance of product packaging in business cannot be
overemphasized. The primary function of the product package originally was to protect the
product. However today, many factors have packaging become a relevant marketing tool as
well. In marketing, it plays a key role in the product branding process. When products are
made, they are expected to satisfy the needs of consumers. Therefore as a result, it is not
surprising that the initial choice of the consumer will be based on the products aesthetics
which is dominated by the packaging (Dumaine,2010; Schmitt and Simonson, (2011). While
it is considered as part of the product (Kotler and Armstrong, 2011), it has other times been
considered as part of the marketing mix that is distinct from the product (Nickels and Jolson,
1916; Meyers and Gerstman, 2015; Roper and Parker, 2010; Ford et al, 2012). With the right
packaging the product stands out from others especially when there are similar products with
identifical functions. It is believed by some marketers that product packaging even has more
influence on the consumer than advertising as it impacts directly on how a consumer may
perceive and experience the product respectively (Naik, 2015). This gives it an important role
at both the point-of-purchase and post-purchase. Packaging can also serve as a form
protection for the product when its placed in a store shelf for purchase an even during the
distribution from the manufacturer to the retailer. In summary, it is seen as one of the factors
that influences consumers in their decision making process. Companies must understand what
is the role of packaging in the consumer purchasing process and how it influences their
behaviour. With the increasing competition among brands with the similar products, product
packages are required to perform several responsibilities at the samee time that includes from
attracting the customer attention, describing the consumer products, to making the product
sale (Kotler and Armstrong, 2011).

Aim of the Research

The aim of this research is to discuss the relevance of product packaging as an effective tool
of consumer goods.
2

Research objectives

Further objectives that the research aims to achieve are:

● To discuss the role of product packaging in marketing

● To identify the important factors that make up product packaging
● To identify and explain the levels of packaging

Research questions

1. What are the functions of product packaging?

2. What role does product packaging play in influencing the consumer?

Object Research

To assess the relevance of product packaging

Problem formation

With the availability of many brands selling the same products, consumers are bombarded
with too much marketing stimuli from these brands to attract their attention. According to
Keller (2012), in a 30-minute shopping activity session, consumers are exposed to more than
20,000 product choices. In terms of product satisfaction, there is not much difference as the
products are expected to satisfy consumer needs as advertised. These leaves little room for
differentiation in the product’s core benefits. Therefore companies have to find other ways to
differentiate their products. One way that has been identified is in the area of packaging.
Initially, the main purpose of packaging was to protect the product. Today, it has been
identified as an effective tool for promotion, and to increase product sales. As the market
becomes increasingly competitive, the need for the right packaging is becoming critically
important (Rettie and Brewer, 2010).

Relevance of research

Product packaging has now become a part of the product itself because it can be a decisive
factor for the consumer that is faced with multiple choices. The role of product packaging has
moved beyond its traditional function of protection, and has become an integral part of the
branding and promotion process. Therefore it deserves notable attention on how it can be used
for other purposes. This research is relevant because it will reveal the relevance or importance
3

of product packaging. It will also highlight ways that product packaging is used as an
effective tool for consumer goods.
4

1. LITERATURE REVIEW

1.1 A brief history of Packaging

Packaging first appeared as a strategic marketing tool in the 1920s as consumerism began to
emerge in the post-World war 1 era. During this period, package design was deemed to be a
strategic approach, and was begining to be considered as a factor in the development of new
products that would meet the new levels of consumer demand (Klimchuk and Krasovec,
2016).

The traditional functions of packaging was to protect and store the product, as a result on
primary package was used. Going into the 1930s, packaging services were begining to be
offered by advertising agencies, which originally focused on the technical aspects of
packaging such as shipping, labelling manufacturing and printing. However now the aesthetic
aspects that appeals to psychologic values were included in the packaging decision making.

The late 1940s and 1950s witnessed the growth of self-service stores and it was in the period
that the term ’’silent salesman’’ was used to describe the ever growing role of packaging in
selling a product. In fact, this marked the change in the way consumer products were sold.
According to Hise and McNeal (2018), it was in this period that products began to come pre
packaged in self-service shops, contrary to when the shopkeeper or sales person weighed and
packaged them. Pilditch who first used the term ’’silent salesman’’ in 2017, argued that for
the package to represent the salesman, it must come alive during the point of purchase
(Vazquez et al., 2013). As competition became fierce, it was obvious to marketers that the
key to attracting the awareness of customers was through having a brand that was easily
identifiable.

The 1960s experienced an ongoing development of industrial processes and typographical

advancements. This meant that package designs began to incoporate more sophisticated
graphics, materials and structures. As a result of these developments, it was easier for
companies to communicate their brand and the product information through their package.
These new packaging functions helped in the sale of the product. At this period, the idea of
marketing segmentation began to take hold and once the 1970s began, packaging has already
evolved into a well-defined tool for marketing. 30 years after Pilditch’s contribution to the
salesman potential of packaging, Lewis (1991) expanded on these views by arguing that
5

there’s more to packaging than being a salesman. According to Lewis (1991), packaging is
now a flag of recognition and a symbol of values

It can be observed from history that the role or functions of packaging eveolved overtime,
from its initial use as protection and carriage, to a tool for communication in marketing.

1.2 Levels of packaging

Primary packaging

Primary packaging is the packaging that is directly in contact with the finished product itself.
It is the first layer of the final product. The main purpose of the primary packaging is to
protect, contain and preserve the final product against contamination. The primary packaging
mostly intended for the consumer or end user and is sometimes called the consumer unit.
Besides its role in protecting the final product, it makes the handling of the product easier and
creates an appeal for the product itself.

Secondary packaging

The secondary packaging is the packaging used outside of the primary packaging to group a
certain number of products. The packaging of these products together creates a stock-keeping
unit, which is often called the SKU. Secondary packaging helps to facilitates the handling of
small primary packaged products by collating them into a single pack, and also provides a
supplementary protection that helps the primary packaging in maintaining its integrity. The
secondary packaging can also act as a container for small shipments, and this makes it very
useful in e-commerce. In a warehouse setting, it can make a product to be easily identifiable
as it may be customized. Due to increasing competition, the role of packaging as a marketing
tool became increasingly important. As a result, secondary packaging became important for
the promotion of the product even more than the primary packaging itself (Grundey, 2010).
Tertiary packaging

The tetiary packaging is a packaging that is used to contain or group larger quantities of
SKUs. The purpose of such packaging is so that the SKUs can be transported from one point
to another (A to B), like from a production facility to the point of sale for example. It is also
6

called transit, distribution or bulk packaging and makes it easier for larger loads of products to
transported safely and securely to their final destination. Just like the primary and secondary
packaging, the tertiary packaging also helps to protect and prevent damage. In general, the
tertiary packings assists in the storage, handling and transportation of goods. The other levels
of packaging are contained in the tertiary packaging and helps the product to be distributed
(Ampuero & Vila,2016; Kotler, Wong, Saunders, & Armstrong, 2015).

In summary, at all levels, primary, secondary and tertiary -packaging are designed to
transport, store, protect, contain and dispense the product, but also for the packages to have a
functional appeal for both consumers and businesses.

1.3 Functions of Packaging

Packaging has a vareity of functions that ranges from safeguarding the product to using it as a
medium to communicate to customers.

Protection

Protection represents the first and oldest function of packaging. Packaging serves as a
protection of a product. It is used to protect a product when it is transported from the
manufacturer to the point of sale location. It also protects the product when it sits on a shelf
for sale to customers. Protection in this context refers to guarding the product against physical
damage which could occur through compression, vibration or shock damage. The packaging
essentially involves protecting its content from the environment. There might be damage to
the product if they are directly handed to the customer. According to Dayan et al (2009) outer
packaging is necessary for perishable products to protect them from damages. The inward
packaging is meant to allow the product retain its utility value. Therefore, the product package
must be sturdy and reliable.
Primary packaging protects the products from environmental effects. Secondary packaging
protects the quality of the products also from environmental effects when they are transported
and also from natural loss in quality due to bad packaging.

Packaging serves as a barrier protection, as a barrier to water, oxygen, dust, etc is required
Gopinathar et al (2016). One critical factor in packaging design is permeation. To help extend
the product shelf life, some packages contain oxygen absorbers. Some food packages help to
maintain controlled or maintained atmosphere. The primary function of the barrier protection
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is to keep the product contents safe, fresh and sterile all through the expected shelf life of the
product.

Information

Packaging is used a source of information about a product to a customer. Information in this

case usually refers to the contents on the product. Packages and labels mostly communicate to
the consumer on how to use , transport, dispose and even recycle the product or the package.

Besides helping consumers to identify a product's contents, companies may be legally

required to include some important information on the package. This legal requirement may
vary from industry to industry depending on the nature of the product. In the pharmaceutical
industry for
example, food, medical and chemical product packaging are required by government
legislation to include certain types of information. One of the most basic information
contained on a package of food products or medicines especially is the best-before or expiry
date.

There are several information that consumers may find useful on a product package. These
include price, product name or title, ingredients, contact information, etc. In summary, the
information on a packaging may be promotional, factual or mandated by law.

Marketing and sales

The role of packaging as the silent salesman is embedded in its function of marketing. Besides
providing factual information about a product, a package must be effective in promoting the
product. Azeredo (2016) explains that the product’s package promotes the product in an
efficient and silent way. This view is also shared by Vazquez et al (2013) who adds that for
the package to act like the salesman, it must come alive during the point of purchase.

The role of packaging as marketing tool used to influence the customer through promotion
was also advanced by Chandon et al (2015). According to Chandon et al (2010), it is used to
differentiate the product from others, and to create an image in the minds of the customer
which in turn influences their purchasing behaviour. This is done by branding the name of the
product and the company that produces it. Illustrations on the package can be made, as well as
using enticing designs, colours and package shapes. The visual appeal of a product’s package
can be attractive or unattractive to a customer. Clement (2017) in a study demonstrated that
those visual features of a product that are attractive to customer include colour, orientation,
8

unique shape, contrast or package size. The package design is another way that a company
tries to influence the buying decision of consumers.

Product Identification

The packaging of a product can assist the consumer in identifying it especially for products
they are loyal to. According to Sticher (2018), there are some consumers who don’t consider
it important or have the time to read the product’s name. In this case, the design of the
package is important for identification and the company should ensure the product package is
eye catching so that if the consumer does not remember the name of the product, the
packaging will be used to differentiate it from the other alternatives.

Convenience

Convenience as a function derived from packaging refers to the product’’s movement and its
use from the packaging line to its final use and disposal. Companies consider the convenience
of the product and the features that contribute to the convenience include handling, sale,
distribution, storage, display, usage, reusage, opening, and reclosing (Louw and Kimber,
2007).

1.4 The packaging matrix

The purpose of the packaging matrix is to ’optimise the interface of each packaging’ which
were classified as function and environment without the performance effect of other
packaging interfaces diminishing. Three criteria to analyse the packaging functions was
proposed by Lockhart (1997). These criteria are protection, utility, and communication. On
the environment axis he also recommended three criteria which are human, biospheric and
physical (distribution channels). Lockhart (2010) synthesized the concept of packaging into a
unique tool referred to as “The Packaging Matrix”. Grundey (2010) improved on Lockhart’s
work, and created a modified version of structured matrix of product packaging.

B1 utility-human C1 communication-human

9
A1 protection-human ● Easy-to-open and ● Brands (name,
● Self-opening cans, reseal packaging to logo, graphics).
cartons, bottles protect product ● Labelling
and containers. freshness. (information-texts,
● Child resistant ● Size. instructions,
packaging ● Shape. warnings, usage
features, e.g. recommendations,
● Packaging
press-on caps on
materials texture. date of expiry,
medication
● Compliance ingredients, and
containers.
packaging. storage information).
● Positioning and ● Shape
differentiation of ● Size.
brand. ● Colour.

A2 B2 utility-biospheric C2 communication
protection-biospheric ● ● Modification of biospheric
Water and moisture packaging due to ● Graphic
preventive/retaining atmospheric explanations for
packaging requirements. bio-warnings
● Surface and colour ● Water and moisture (especially in cases
selection against preventive/ of package disposal).
damage from UV. retaining ● Time and
● Anti-microbial packaging. temperature signs/
packaging. indicators.
● Oxygen preventive
materials.
 A3 protection-physical B3 utility-physical C3 communication
● Shipping ● Frost/ Heat physical
packaging. ● retaining packaging. ● Graphic warnings on
Cushioned/air bags. ● Comfortable cases, packaging
● Strong industrial designed for describing
wrappings for stacks. carriage, rolling, etc. product fragility,
● Physical temperature
modifications conditions, and
(shrink/expand) of handling.
packaging. ● Bar codes (for item
● Extra handles for and price
carrying different identification).
size packaging.

Table 1.1 The packaging matrix

Source: Grundey (2010)
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1.5 The Role of Packaging in Consumer behaviour and decision

making Consumer behaviour as a field, covers significant grounds. According to Belch
and Belch
(2018), consumer behaviour is a process and set of activities that is undertaken by people
when they search for, select, purchase, use, evaluate and dispose of products and services to
satisfy their needs. It’s difficult for marketers to understand the behaviour of consumers as a
result of heterogeneity among individuals. Consumers are different on their taste, how they
use a product, and many more. Therefore, it is important for marketers to have a deep
understanding on how consumers behave in buying a product, and then design and implement
marketing strategies for product and services that will meet the consumer’s needs.

Packaging has been long suggested to influence the behaviour of consumers in deciding a
specific product brand. According to Oaya et al (2017), a product’s package can attract the
attention of the customer and communicate image and name of the company. The package can
also differentiate the brand from other competing brands and enhance the functionality of the
product. Therefore, the package can be a decisive tool for communication to the consumer
and can provide them with information during the decision making process. In today’s
competitve environment, products of rival companies have similar functions and provides
similar benefits, and so there is not much difference.

Packaging plays an important role in the purchasing decision of consumers. According to

Silayoi and Speece (2017) when consumers are undecided about which product among
several alternatives to purchase, the package becomes a key factor in the purchase choice.
Therefore in the final decision making process, consumers pick products by the package
characteristics and not the product itself.This is because the package communicates to the
consumer during the time for decision making. The package through the communication
elements will influence how the consumer perceives the product (Silayoi et al. 2017; Gofman
and Moskowitz and Mets 2010). When products are made, they are expected to satisfy the
needs of consumers. Therefore as a result, it is not surprising that the initial choice of the
consumer will be based on the products aesthetics which is dominated by the packaging
(Dumaine, 2010; Schmitt and Simonson, 2013)

The importance of package design in influencing consumer decision making process was
highlighted by Murphy (2010). He distinguishes a two-step process which he argues that the
consumer follows during the shopping for packaged products for convenience. He states that
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in the first step, the consumer decides to carefully examine the product after discovering it on
the shelf. In this case, the package design is able to initiate and influence the consumer to
examine the product. The second step involves the consumer’s direct experience the product,
which he argues that in this case, the package becomes a ’silent salesman’. Holmes and
Paswan (2012) therefore summarizes that the package design and package itself, are important
factors in the selection and buying intent of the consumer.

Chandon et al (2010) states that the outer packaging is used to promote the product and that
besides differentiating it from other products, it affects the buying behaviour of the consumer
by creating an image in their minds.

1.5.1 Consumer decision making proces

The consumer behaviour literature identifies five stages a consumer goes through in their
decision making process when making a purchase. As will be discussed further, they are;
problem recognition, information search, evaluation of alternatives, purchase decision and
post purchase decision. Packaging plays an important role in this process as it influences om
which product the consumer eventually purchases.
Figure 1.1 The consumer decision making process
Source: Kotler and Armstrong (2010)
12

Problem recognition

Every purchase decision starts the recognition of a problem. Problem recognition is when the
consumer recognises a problem or a need that needs to be satisfied. It is possible that the
problem recognition can also start at the shop if a consumer discovers a product that satisfy
their needs. This made possible through the encounter of the consumer with the product’s
packaging.

Information search

The information search is the second stage of consumer decision-making after the problem
has been recognized by the consumer. It is through information search and gathering that the
consumer will know about the different product brands available in the same market including
their characteristics and features. The consumer obtains information through internal and
external sources. The internal search is based on the previous knowledge and experience the
consumer has about a product. The external search is based on the characteristics of the
product (including label and packaging) and marketing communication (promotion).
Packaging plays an important role in this stage of consumer decision making as a consumer is
likely to search for information on a package before deciding on the product. According to
Punj and Saelin (1983) and Bettman and Park (1980), the information search of the consumer
will depend not only depend on the importance of the product but also on how easy the
information can be obtained.

Evaluation of alternatives

After the consumer has concluded their information search and are aware of the products that
will satisfy their needs, the consumer will evaluate all the alternative product brands they
discovered to select the most suitable choice. Since the consumer aims to buy the best product
that would solve their problem or satisfy their needs, the consumer will focus on the problem
solving benefits of the product. Packaging can assist the consumer by providing important
information on the perceived benefits of the product. Therefore the product package can
influence the decision-making of the consumer when they are evaluating the alternatives.
Consumers during their evaluation of products on the shelves, they will focus on those
13

products whose package provide clear and valuable information that would assist make an
informed decision.

Purchase decision

Once the consumer evaluates the different brands, they develop a preference towards specific
brands of which they have formed an intention to purchase for use. Kotler et al (2014)
identified five factors considered in the purchase decision which include brand, dealer,
quantity, timing and payment method. However before analysing these factors, the products
must have passed the benefits/needs satisfaction phase. This is when a consumer will decide
on the product whose package contains enough information that describes the product’s
benefits. Only those products of which the consumer has enough information about, will be
considered for purchase.

Post-purchase behaviour

Packaging can assist the consumer in their post-purchase behaviour. After a consumer
purchases and experiences a brand product, they evaluate the level of satisfaction the product
offered. The consumer is more likely to repeat purchase of the product if they were satisfied.
However, the consumer will abandon a brand if they are not satisfied, and will instead search
for other brands in the future. The consumer can identify the product brand through the
package to either help the customer repeat purchase or not.

1.5.2 Types of consumer behaviour

Routine response behaviour: A routine response behaviour is when a consumer frequently

purchases a specific product without having to make much effort in research or spend time in
decision-making. These product are mostly low-cost in nature. Before purchasing these
products, they do not seek the opinion of experts, family, friends or colleagues. As it implies
in the name, these kind of purchases are routine. In such purchases, the consumer is able to
identify these products easily through their packages and does not need to spend time on
reading information. Therefore packaging enables the consumer to make a decision of a
familiar product.
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Extended decision-making: Extended decision-making behaviour is the most complex type

of purchasing behaviour. This type of behaviour occurs when the consumer attempts to
purchase a product that is unfamiliar, expensive or not frequently purchased. Consumers
spend a substantial amount of time researching and evaluating a great number of potential
brand options before they make a decision to purchase. They can seek the opinions of sales
professionals, family, friends, and colleagues. They can also read the product reviews and
check out its ratings from other consumers and experts, both online and offline. Packaging
can play a key role in influencing an extended decision-making behaviour by providing
valuable information to the consumer before purchase. Part of the extended decision-making
behaviour might include visiting the retail markets to gather further information about the
product. The information on the packaging can affect the consumer' decision.

Limited decision-making: Limited decision-making behaviour is a combination of both

routine behaviour and extended decision-making. Consumers who exhibit this type of buying
behaviour are usually aware of what type of product they intend to purchase. However, they
are faced with the difficulty of selecting a particular brand. In this scenario, the product’s
packaging can be a decisive factor. The information on the package as well as the package
design can be the differentiating factor in the final decision especially when all the brands
provide the same benefits and could the same in price.

Impulse buying: Impulse buying behaviour is a behaviour where the consumer makes no
advanced search of a product or no conscious plan to purchase it. The consumer usually
makes an unplanned decision to purchase a product or service, before making the purchase. It
is suggested that feelings and emotions are key factors involved in the purchase, which are
triggered when the consumer sees the product or when the consumer is exposed to a well
crafted promotional message. Piron (2011) argues that this type of purchase is unplanned and
decided on the spot. Furthermore the customer experiences an emotional or cognitive reaction
after the purchase which is caused by an exposure to a stimulus. According to Pilditch (2013)
a unique packaging approach can drive impulse purchases and be a powerful advantage in
attracting the customer’s attention. Packaging through its design can trigger the feelings and
emotions of a consumer, which in turn can make them exhibit an impulsive buying behaviour.
In addition a known brand not in the consumer’s plan can also trigger an impulsive behaviour
when the consumer identifies it by its package. As purchasing a product moves towards the
15

format of self-service retail, the primary characteristics of packaging as a “salesman on the

shelf” during the point of sale should be enhanced (Pilditch, 1972; Silayoi and Speece
2014).
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2. METHODOLOGY
When conducting a research, there are variety of methodological approaches that are
available. However the selection of a specific approach is dependent on a number of factors.
These factors include the research purpose, research quesstions, and the availability of
resources. This chapter will discuss the methodology used in the research. It will cover the
research strategy, data collected and the instruments used, the research approach, and a case
for the research quality.

2.1 Research strategy

A research strategy refers to how the researcher intends to carry out the research work
(Saunders et al, 2007). It will show how the research questions from the research will be
answered by the researcher. As Yin (2009) earlier suggests there are five main types of
research strategies available that can assist the researcher in collecting and analysing the
evidence empirically. They are experiment, survey, case study, history and archival analysis.
However Saunders et al (2011) suggests seven research strategies as indicated in the research
onion framework to guide the research. These strategies are survey, experiment, case study,
archival research, action research, ethnography and grounded theory.

Figure 2.1 The research onion

Source: Saunders et al (2011)
17

To investigate the relevance of packaging and find out its importance in affecting the the
perception of consumers about a product, the study adopted a survey research method. Check
& Schutt (2012) defines survey research as "the collection of information from a sample of
individuals through their responses to questions". It is a flexible research method that can be
used to study and investigate a variety of research questions. It is frequently adopted in social
research as it is used to describe and explore human behaviour (Singleton & Straits, 2009).
This research strategy permits for the use of a variety of methods to collect data, recruit
participants and utilize several instrumentation methods. It can use quantitative approach or
qualitative approach or a combination of both approaches.

2.2 Research approach

A research can be approached in two ways. These are the quantitative and qualitative
approach (Bryman and Bell 2003). In the quantitative approach, the research mostly rely on
scientific methods. This approach emphasizes on the use of mathematical, statistical and
computational techniques in investigating an observable phenomena empirically. It involves
the use of large amount numerical data and focuses on the identification of patterns and
verification of hypothesis. Under this approach, data is transformed into numbers, quantities
and statistical models for the purpose of measurement and analysis.

On the other hand, a qualitative appraoch is a method where findings and results from a
research are obtained through the observation and analysis of events, and the information is
handled in a non-quantitative way. Unlike the qualitative research which depends on quantity
and measurement of data for statistical analysis, a qualitative approach relies on observations
and interviews with a formal measurement. Using the qualitative approach is helpful when the
aim of the research is to understand the participants or where initial data is not available.
According to Silverman (2016) it is also convenient to use this approach when the research
purpose is to undertsand the meaning of people as they make sense of the environment around
them, which composes of their experiences, and life in general. Ryan (2012) further adds that
this approach is appropriate when the research intends to understand a particular event or
phenomenon, in which the knowledge of the researcher is limited. The researcher will place
priority on acquiring a satisfactory understanding of the research problem through an
elaborate information on the suubject matter. The main purpose is to understand the
phenomenon studied, have a grasp of it, and finally provide a candid description of the
situation.
18

It should be noted that its also possible to approach the research work by combing both the
quantitative and qualitative methods. The difference between both methods is how the data
collected will be dealt with and treated analytically.

2.3 Data collection

Data collection methods allows the researcher the colect data or information in a systematic
way about the study objects, and the settings in which they occur. It is important that the right
data collection method is selected by the researcher if the study is to be successfully
completed.

There are two types of data a researcher can collect for a study. They are primary data and
secondary data. Primary data is data that the researcher collects and observes for the first time,
and which may lead to new awareness and insights. Such data is always original as it is
collected from a first hand experience. Another advantage of collecting primary data is that
the data is specifically collected for the research purpose and is therefore tailored to the
specific needs to the researcher.

Secondary data on the hand is a data that already exists, as they have been collected by other
researchers(Eliasson, 2010). Easterby-Smith (2010) explains that the researcher can obtain
such data either externally or internally from secondary sources. Sources for secondary data
include results and findings from previous studies or published reports. These data are
collected because they may have some relevance to the current research.

This study will collect primary data as it intends to find out the perception of consumers on
product packaging. Secodary data was also collected in the literature review to give an initial
insight about the research in focus. Before collecting the data, I had to define the purpose of
research, the objectives, as well as the research questions. I conducted a search on key terms
relating to the topic of product packaging and its relevance as a tool for consumer goods. Key
terms identified were levels of product packaging, functions of product packaging, and
consumer behaviour.

2.3.1 Data collection instruments

To obtain data from the participants for this research, a questionnaire will be issued. It
requires a participant or respondent to answer a set of questions in an order that is fixed
19

(Saunders et al, 2011). Questionnaires may be in delivered in paper form, an electronic

format through email or an internet-based program like Google forms and SurveyMonkey.

Questionnaires for this research will be distributed via Google forms to participants. For
collecting the secondary data, the following sources were used; academic textbooks, research
articles, previous theses and research works of former students, internet articles.

On the distribution of the questionnaire, the survey questions have been sent to thirty (30)
participants. The questionnaire sent include multiple and single choice questions, some
questions requiring short answer explanation or opinion, and likert scales. The structure of the
questions ensure that participants give exact and straight forward answers.

2.3.2 Approach to non-response

Nonresponse is one of the sources of error in social research and is a common feature in
surveys. This is because sometimes the participants who make up the sampled elements
cannot be contact or may decline to participate in the survey or for other reasons. A
nonresponse error occurs when there is a failure to get a response to the one or all survey
questions.

To overcome the issue of nonresponse, I implemented some specific measures. I sent a

friendly reminder to the participants. I pre-tested the survey medium to ensure that the system
works and participants will receive the questionnaire. Oversampling was also considered.

2.4 Deductive vs Inductive approach

When supporting the description of the research methodology, it is important that a research
paradigm is followed by the researcher with an appropriate research approach. There are two
approaches available to the researcher when deciding to conduct a research. There are the
deductive and inductive approaches.

A deductive approach to research is an approach that requires for the establishment of a

research hypothesis by using a theory. íthis implies that a researcher develops a hypothesis
from previous findings or through the experience of the researcher in that field, or from earlier
observations. In summary, this approach allows the researcher to make their conclusions from
the situation that is in accordance to their logical reasoning,
20

An inductive approach on the other hand is a complete reverse of the deductive approach.
Under this approach, it is not required to have or develop a pre-determined theory if the data
is to be collected, therefore making this approach flexible. In an inductive approach, the
researcher develops a theory by collecting empirical data and making conclusions from them.
In summary, the theory from investigation develops from the findings. The figure below
illustrates the difference and direction between both approaches
This research will adopt an inductive approach and will seek to find out how product
packaging is used as a tool in consumer goods and its effect on consumers. Therefore the
theory developed will sourced from the results of the participants survey answers.

2.5 Research quality

2.5.1 Credibility of the research

The research will create an opportunity for an audit as it will reference all theories and
sources, and at the same time the research’s confirmability will be satisfied (Guba and
Lincoln, 2010).

2.5.2 Reliability

The research reliability refers to the concern of if the data collection technique adopted in the
research will lead to the findings that are consistent with the research. It also means the data
obtained in the research is reliable.
21

The data collection method used in the research is suitable for a survey research and also the
language used for the questionnaire is English, and all participants can read and understand
the English language. Therefore there should be no misunderstanding and the research can be
reliable.
 Confidentiality and Anonymity

For the researcher to gain the confidentiality of participants and ensure their anonymity, they
were assured that their responses will not be discussed by anyone else except the researcher
and supervisor. This implication also meant that their responses can be identified but will
revealed in any paper, report or public forum.

Access

Access to the research participants was negotiated and gained by the researcher, and they also
indicated their willingness to participate in the study. A clear account of the research purpose
was also provided to ensure transparency and gain their confidence.
22

3. RESULTS OF THE WORK AND DISCUSSION

This chapter presents the results of the findings and will discuss same findings in comparison
to previous research work already presented in the literature review.

3.1 Results of the findings

Several questions were asked in order to find out the importance of packaging to consumers,
and the role it plays in their decision making. The answers and the analysis are presented
below.

The first two data requirements are to determine the demography of the respondents in
relation to gender and age

Gender
The chart shows 57.7% of the respondents in this survey are females, while 42.3% are

males Age group

23

Questions and answers:

What do you look out for in the package before buying the product?

Respondents where asked asked what they look out for in a package before buying the
product. Specific options were available to be selected from, and respondents are allowed to
select more than one option for a more robust insight. In addition, an option to add their own
variable was available just in case. The intial variables are as follows.

Available option

Safety

Information about product

Attractiveness

Easy of usage

The results can be seen below

From the results shown in the chart above, 73.1% of respondents say they check for
information about the product on the package before buying it, 46.2% of respondents say
they consider the attractiveness of the product, 38.5% say the check for the safety and 34.6%
look out for the ease of usage of the package. One respondent further added that they look out
for the „type of material used (renewable or non renewable”, which means checking the eco
friendly nature of the package. Another respondent say they look out for the expiry data but
this can be seen as looking out for information about the product life span.
24

Do you look at the package information when buying a familiar product?

Respondents were asked if they still look out for information on a package even when buying
a familiar product.

Respondents were further asked to give reasons based on their answer to the question, and the
relevant comments are presented below.

Respondents who answered NO mostly had similar reason which focused on their familiarity
and knowledge with the product. One respondent explained that they „Already have
information about the product”s. Another said that „The product is already known” to them,
and another said „Because I know what's inside”. A third respondent says that „I know what
I'm buying”. Two other respondents respectively said in their own words that they don’t
check for the information „Because I know the effect of familiar products” and „I'm familiar
with the product”. One respondent specifically stated that „I can identify it through the design
and colour” thereby mentioning the cues that helps them in selecting a familiar product
without checking the information.

Respondents who answered YES to the question had several reasons for checking the package
of a familiar product. According to some respondents, they imply that they know its the
product but do it to confirm if anything has changed about the product. One respondent said „I
check it see if anything has changed”. Another said is to „verified that is really the same
product I’m buying because it can change”. A third respondent said „because the
informations can alert me in case of a change in the quality of the products” The next said it
is „To see if the informations are the same”.

A respondent says that the information on the package in their words „guides me to know
what am buying” Another respondent says that checking the information is the „need to
25

confirm if the product is of good quality”. A respondent with a different reasons for checking
the information say they do it for „For health as well as ethical reasons”. Two other
respondents admit to checking the package to find the expiry date of the product. The first one
said „To know the expiring date”, and the second said „When am checking for expiring date
of the product”

To visually present the views of respondents regarding checking a familiar package for
information, I manually coded their responses and identified keywords which were
categorized to provide meaning to the findings. This is shown below.
According to the figure above, respondents who do not check the package of a familiar
product do so because they have knowledge of the product and are familiar with the package.
Further analysis revealed that the package’s design and colour made it familiar for the
respondent. On the other hand, respondents who still check the package of a familiar product
do so for confirmation of the product quality, verification and change in information
regarding product content, finding out the expiry date of the product life, and for health and
ethical reasons.
26

What information do you look out for in a product's package?

Respondents were asked about the information they look out for on a product’s package. The
answer options were provided according literature analysis, and the respondents are allowed
to select more than one answer to the question with an option to add their own information
variable. Findings reveal that most respondents consider the information about the product’s
contents or ingredients as important and look out for it, which is followed by the product
benefits, the price, and then company brand.

Available option

Price
 Product benefits

Product contents/ingredients

Brand/Company

The results are seen below

The chart about shows that about 95% of the respondents look out for the product’s contents
or ingredients, 73.1% look out for the product benefits, 69.2% consider the price of the
product, and only 50% look out for the company and brand.
27

In addition to information varriables provided, some respondents also added that they look out
for information about the expiry date of the product. Another respondent added that they look
out for information on where the product has been packaged.

How do you identify a familiar product?

The question was asked to find out a customers who already buy a familiar product is able to
identify these products. It expected that customers are familiar with a regular purchase of
which they exhibit a routine buyer behaviour. The questions aims to identify the cues for
identification. Several options were provided according literature analysis, and the
respondents are allowed to select more than one answer to the question with an option to add
their own identification cues.
From above results, the findings reveal that 84% of respondents identify a familiar product
through its brand logo, 72% of the respondents both equally identify the package design and
the product name at the same rate, and 52% of respondents say that they identify the product
through the colour of the package.

Which of the following is important to you in a product package regarding product

safety?

The question was asked to find out the concern of respondents regarding the safety of the
product and the role of packaging. Based on the literature review, the important factors stood
out: contamination and damage. These options were presented to respondents to decide if
they’re important.
28
From the findings as shown in the chart above, 88.5% of the respondents indicated that the
damage of the product was important to them when considering the package, and 65.4% of
the same respondents say contamination of the product is important as they assess the
package.

How important is the package to you when buying a product?

The question was asked to determine how important the package is when buying a product.

The overall consensus from respondents indicates that packaging is important factor in the
ourchasing decision of a product.

On a scale from 1-5 representing the level of importance of packaging in buying a product,
over 90% of respondents considered the packaging as important. The result is shown in the
chart below

29

The chart above reveals that 92.4% of the respondents say that the product package is
important to them when buying a product. On the other hand, 7.6% of respondents do not
consider packaging as an important factor.

Do you have any suggestion about how a product package should be or can be better?

In other to know the views of respondents on what a good package is, they were asked to
suggest how a package should be or how a package can be made better. This question is
important because it gives companies the opportunity to understand what customers want and
how they can improve on their packaging.
From the findings and analysis, majority of respondents suggested that it is important for a
package to be attractive.

One respondent states that „A product package should sell the product for itself,that means it
should be attractive in order to convince the consumers/buyers”. Other respondents who had
similar views simply stated that „it should be attractive”. Another responded also said that
„The package must be attractive” On the attractiveness of the package, one responded
identified colour as a factor in the process. In their own words, they said a package’s „colours
should be shining and not boring”. Another respondent also mentioned the design of the
package is important. In their own words, a package „should be well designed”.

Findings also reveal that the protective function of a package is an important consideration in
decision making.

One respondent concerned about infection and contamination stated that a package is good „If
it won't let bacteria inside”. Another respondent with similar view on protection of the
product from external environment states that „A product package should be completely
sealed”. Such response implies that the respondent sees a good package as one that is sealed
and protects the product from contamination. Other responses related to a package’s
protection quality simply state that a package should provide safety to a product. One states
that „safety should be the priority” and the other makes a similar statement that „safety should
be the number one priority” .
30

A third finding from the analysis identifies the handling possibility of the package.
Respondents with these views consider the ease of handling as an important feature for a good
package. One respondent says that a package that is „Easy to handle is important” . Another
similar response says that a package is good „As long as it is easy to handle”. The respondent
also adds that the package should also be easy „to dispose after use”. A third respondent who
further mentions several handling issues explains that the product package „should be
durable, easy to transport and easy to store/pile up”.

The next finding from the analysis shows respondents consider the availabiltiy of information
about a product on the package is important. A respondent who initially identified product
design as important, also states that a package „should contain all information about the
product”. A second respondent with similar view states that a package should have the
„appropriate information about the products”.

Information may vary as seen in a previous question which analysed the information
consumers look out for on a package. However an interesting answer from a respondent
indicates a diverse but consensus opinion about the importance of information. In their own
response, the origin of the product is important. Therefore the respondent states that „For
consumables/everyday use, raw material origins should be traceable”.

Finanlly a respondent considered the eco-friendliness of the package. In their own words they
said „I would like a package that can be recycled and reused”.

To visually present the opinion and views of respondents on a good package, I manually
coded their responses and identified keywords which were categorized under themes I
obtained from the literature.
31

The figure above summaries the opinions and suggestions from respondents regarding what a
good package is and how it can be better based on their ideas and experience. It reveals that a
package should communicate and appealing by providing information and being attractive.
Also a good package should protect the product and been safe when its sealed, durable and
prevents contamination from bacteria. Lastly a good package will have good utility if it can be
recycled, easy to handle and dispose, resused and transportable.
 3.2 Discussion
The findings from the study show that a product’s packaging is relevant and customers find it
important when making their decision to purchase a product. This is similar to literature that
has already been reviewed in the previous chapter.

Several questions were asked to find out the relevance of packaging and many responses
confirmed the role of packaging and its characteristics as a silent salesman which was
mentioned several times in the literature (Vazquez et al, 2015; Pilditch, 1957; Murphy, 2012).

Findings from the study reveal that packaging plays an important role in the marketing and
sales of the product. A package’s visual appeal is an important factor that influences the
customer in their buying decision. This include the design and other features. The response
from the survey very much corresponds with the literature and previous research. For
example, several respondents when asked on their suggestions for a good package state that a
good package should be attractive and have a good design. This is similar to the study by
32

Clement (2014) which demonstrated that those visual features of a product that are attractive
to customer include colour, orientation, unique shape, contrast or package size. This findings
is also supported by Holmes and Paswan (2012) as they summarized that the package itself
and its design, are important factors in the selection and buying intent of the consumer.

Information is considered to be one of the most important factors for customers in their
decision making. As the study shows customers look for specific information about a product
which should be contained in the package. The information sought by the customers vary and
include first and foremost the contents of the product as this describes to the custormer what
their purchasing. Other information looked out for are the product benefits, the price of the
product, the life span of the product especially in the case of food consumables and the brand.
Other unique information some customers will look for include origin of the product they are
buying. All these information put together will influence the behaviour of customers, as the
package will have to communicate to the consumer during the time for decision making. As
Silayoi and Speece (2010) explains that when consumers are undecided about which product
among several alternatives to purchase, the package becomes a key factor in the purchase
choice.
The study has shown that the physical properties of the package is just relevant as the
information and visual features. For example the ability of the package to protect the product
is an important factor consumers. The package is expected to be strong and durable to prevent
damage of the product as Dayan et al (2011) also states that outer packaging is necessary for
perishable products to protect them from damages. Some responses indicated that a good
package should be able to protect the product. One respondent states that a good package
should not let bacteria inside, and this reflects the biospheric-protection function of the
packaging matrix which describes the anti-microbial of packaging.

Another factor consider by some customers is the eco-friendly nature of the package.
Environmental issues are one of the most important issues in the world today with concerns
about climate change. Therefore it is of no surprise some customers are concerned about the
effect of a product’s package on the environment especially when they are non-biodegradable.

Differentiation is another important issue that makes packaging relevant for consumer goods.
According to Chandon et al (2000), it is used to differentiate the product from others, and to
create an image in the minds of the customer which in turn influences their purchasing
33

behaviour. Findings also revealed that the colour and design of a package differentiates and
can help the customer in identifying the product easily. This is important especially in the post
purchase experience when customers are satisfied with the product and intend to repurchase
it. Also when the customer is not able to read the product’s name or does not remember, the
package design can help the customer identify the product (Sticher, 2008).

The convenience was an important area for respondents. Generally, the convenience as a
function derived from packaging refers to the product’’s movement and its use from the
packaging line to its final use and disposal. Respondents consider the convenience of the
packaging and the features that contribute to its use especially in the area of handling, storage,
usage, reusage, opening, and reclosing. Convenience was studied under the utility function of
the package, and findings showed that a package must be easy to handle and dispose. It
should be easy to store and transported. The package should be able to be recycled and
reused.
34
 CONCLUSION AND RECOMMENDATION

Conclusion
Packaging is regarded as one of the important processes in the completion of a product.
Nowadays without it, the product will not be seen as finished. It is the process of designing
and producing the wrapper or container that protects, stores, promotes and identifies a product
(Grundey, 2010). The importance of product packaging in business cannot be
overemphasized. With the availability of many brands selling the same products, consumers
are bombarded with too much marketing stimuli from these brands to attract their attention. In
terms of product satisfaction, there is not much difference as the products are expected to
satisfy consumer needs as advertised. These leaves little room for differentiation in the
product’s core benefits. Therefore companies have to find other ways to differentiate their
products. One way that has been identified is in the area of packaging. The aim of this
research was to discuss the relevance of product packaging as an effective tool of consumer
goods.

To investigate the relevance of packaging and find out its importance in affecting the the
perception of consumers about a product, the study adopted a survey research method. A
questionnaire was prepared, and the survey questions was sent to thirty (30) participants. The
questionnaire sent included multiple and single choice questions, some questions requiring
short answer explanation or opinion, and likert scales. The structure of the questions ensure
that participants give exact and straight forward answers. After collection, data were analysed
with the aid of charts and other qualitative methods for the short answer questions.

The findings from the study show that a product’s packaging is relevant and customers find it
important when making their decision to purchase a product. Findings from the study reveal
that packaging plays an important role in the marketing and sales of the product. A package’s
visual appeal is an important factor that influences the customer in their buying decision. This
include the design and other features. The study findings also reveal that product information
is considered to be one of the most important factors for customers in their decision making.
As the study shows customers look for specific information about a product which should be
contained in the package. The information sought by the customers vary and include the
contents of the product, the product benefits, the price of the product, the life span of the
product especially in the case of food consumables and the brand. Other unique information
some customers will look for include origin of the product they are buying. Further findings
35

show that the package’s physical properties are just as relevant as the information and visual
features especially in its ability to protect the product from damage and contamination.
Another factor consider by some customers is the eco-friendly nature of the package.
Environmental issues are one of the most important issues in the world today with concerns
about climate change. Therefore it is of no surprise some customers are concerned about the
effect of a product’s package on the environment especially when they are non-biodegradable.

To conclude it can be said that in the final decision making process, consumers pick products
by the package characteristics and not the product itself.

Recommendation
Based on the research findings the following recommendations are made

● It is important for companies to differentiate their product through its packaging to

enable customers identify them. This differentiation should be made visible through
the package design, colour and shape.
● All necessary information about the product should be included on the product’s
package to enable the customer or consumer make an informed decision. For example
the product contents, benefits, life span and even its origin should be included.
● Packages should be designed and made in such a way that it is easy for the consumer
to handle it right from the time of purchase until its disposal.
36

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