SYNOPSIS 0F

WINTER PROJECT REPORT 2023-24

ON

“PRODUCT PACKAGING AND ITS IMPACT OF BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO
FMCG PRODUCTS IN BHARUCH CITY.”
SUBMITED BY

SIDDHARTH YOGESHBHAI PATEL

TY BBA SEM-6

ROLL NO.: 072

SPECIALISATION : MARKETING

COLLEGE : NARMADA COLLEGE OF SCIENCE AND COMMERCE, BHARUCH (0154)

SUBMITTED TO

Ms. Anita Singh Gehlot

ON

29/01/2024 (MONDAY)

1
 INDEX

SR.NO. PARTICULAR PAGE

NO.
01 TITLE 3

02 INTRODUCTION 3

03 LITERATURE REVIEW 4,5,6

04 OBJECTIVES OF THE STUDY 7

05 SCOPE OF THE STUDY 7

06 UTILITY OF THE STUDY 7

07 LIMITATIONS 7

08 RESEARCH METHODOLOGY 8

09 DATA COLLECTION 9

10 DATA ANALYSIS 9

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  Title of the study

“ Product packaging and its impact of buying behaviour with special reference to FMCG products in
Bharuch city .”

 Justify the title

How product packaging is done and how it impact on buying behaviour of customer, mainly
focusing on fast moving customer goods . How products are packed or what are the essential
element to keep in the mind to attract more buyer .

 Introduction

The core function of packaging is to contain and protect the product. Factors that can influence
costumer behaviour when deciding on a purchase include the size of a packing , its sturdiness
[strong] or ability to keep the product safe, and the case of opening and rerturing it for storage.

Product packaging is currently considered as one of the most powerful marketing tool, not only is
packaging used protect the goods but a unique packaging also increases the product attractiveness
and thus influence the desire a person to buy the product. (Rundh,2005) has clearly observed that
the packaging attracts consumers attention to particu brand, packaging enhances the product
image and influences consumers perception about the product. A consur buying behaviour is
encouraged by the quality of packaging, wrapper, colour, innovative packaging, printed informat of
the product etc.

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  Literature Review

1.)

Tittle : Impact of Product Packaging on Consumer’s Buying Behaviour

Author : Rizwan Raheem Ahmed1, Vishnu Parmar2 and Muhammad Ahmed Amin(march/2014)

Objective : To Find Out the effect of packaging on the buying behaviour decision.

Findings : The study’s key findings are that Packaging could be treated as one of the most
valuable tool in today's marketing communications, necessitating more detail analysis of
its elements and an impact of those elements on consumer's buying behaviour.

2.)

Tittle : A study on product packaging impact on consumer

buying behaviour-with special reference to FMCG
products
Author: Mr.Naveen H.N, Prof.H.N Ramesh.(10/ October/2022)
Objectives : To analyse the various elements and types of product packaging.
Findings: The study reveals that product can affect a consumer's decision while purchasing a product.
And packaging is very important promotional and silent promotional tool in today's marketing
communications. Consumer has become quite aware of what they are purchasing over the years.
And Consumers are showing positive attitudes towards packaging because it ensures product safety
and hygiene.

3.)

Tittle : Impact of Packaging on Consumer Buying Behaviour

Author : Bhagyashree Tripathi (02 / February/ 2022)
Objectives: To consider the relative impact of each packaging elements on the consumer
Findings: Packaging is one of the most essential communication tool, it act as a medium for
advertisement of the product.
Packaging of product not only protects the product but it also increases the sales of the product
A good packaging gives convenience to the customer in handling the product
The printed information on the package of product helps the customer in understanding the product
in detail such as the ingredients used, date of manufacturing, date of expiry, price of product etc
such information printed will helps the customer in making purchase decision

4.)

Tittle : Impact of Packaging on Consumer Buying Behaviour: A Study on Cosmetic Products

Author: Md. Ashraf Harun , Zannatul Ferdous Moury ( 02/ August/2019)
Objectives: find out the packaging elements,. identify the impact of packaging on buying decision.
Findings: The study makes clear the overall consumers' perception about the importance of different
elements of packaging. A right choice of packaging colour, background image, wrapper design,
innovative packaging and label create a happy feeling in consumers' mind. The packaging elements
represent a good means of marketing communications towards consumers, because consumers
value the elements that are embodied on the package. All these packaging elements contribute as
an important effort to catch consumer's attention and interest.

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5.)
Tittle : IMPACT OF PRODUCT PACKAGING ON CONSUMER'S BUYING BEHAVIOUR
Author: AHMED RIZWAN RAHEEM, PARMAR VISHNU AND AMIN MUHAMMAD AHMED( April/
2014)
Objectives: To Find Out the effect of packaging on the buying behaviour decision.To
measure the relative impact of each packaging element on the consumer.
Findings: Packaging could be treated as one of the most valuable tool in today's marketing
communications, necessitating more detail analysis of its elements and an impact of those
elements on consumer's buying behaviour.Appropriate and vivid picture or packaging
colour, which delivers them a happy feeling, or an easy handle/open/dose/dispose, package
shape. All these elements contribute each important effort to catch consumer's attention
and interest. Besides each element's single function, we think that a good combination of
these elements may lead the product more eye-catching and attractive.

6.)
Tittle : IMPACT OF PRODUCT PACKAGING ON CONSUMER BUYING BEHAVIOUR IN FAST
MOVING CONSUMER GOODS
Author: Rohan M Philip.(2023)
Objectives: To measure the relative impact of each packaging element on the consumer.
To identify the elements, which should be highlighted while design the packaging.
Findings: Considerations for package advancement incorporate maintainability, ecological
responsibility, and appropriate natural and reusing standards. A true life cycle analysis
that takes into account the energy and material data sources and yields to the package,
the packed item (substance), the packaging process, the coordination framework, waste
the executives, and so on, may be included. The necessary administrative requirements for
the purpose of assembling, dealing with, and using must be understood.
The reduction of waste is a crucial goal. Packaging should only be used when necessary.
Appropriate packaging might also aid in reducing waste. In order to prevent loss or
damage to the packaged item (substance), packaging is crucial.

7.)
Tittle : Impact of Packaging of FMCG Products on Consumer Buying Behaviour
Author: Amol Khandagale,, Dr. Satish Pawar, Sagar Pawar, Nilesh.( February/2014)
Objectives: To find whether packaging influence consumer to switch from one to another
brand .
Findings: Brand name is highly rated with 74% and convenience is rated lowest with 68%
in packaging of rivicG products,
In preserved products long lasting packaging is most important.
In aesthetic components:
• Material use is most preferred
• Shape, size &colour are less preferred
• Text & graphics are least preferred

8.)
Tittle : A Study on Product Packaging Impact on Consumer Buying Behaviour.
Author : Janki Chitroda, Prinsa Patel (April/2020)
Objectives: To Find Out the impact of packaging on the consumer buying behaviour, To
examine the impact of package colour on consumers‟ buying behaviour.
Findings: The study makes it clear that the overall perception of the consumer about
different variable of packaging of product is satisfactory. Aright choice of packaging
colour, background image, package design, language used on the package and printed
information when imparted to a product's packaging will create a good image in

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consumer's mind. As far as the association between product, packaging and impact on
consumer's buying behaviour concerned, it is clear that visual appeal is more important
than the qualitative aspect of packaging.

9.)

Tittle : "A STUDY ON IMPACT OF PACKAGING CONSUMERS BUYING BEHAVIORS"

Author : Meet Patel , Mr. Vivek Ayer( April/2022)
Objectives: To examine the impact of background image used in packaging on consumers'
buying behaviour.
Findings: A product's value in the minds of consumers is also increased by innovation in its
packaging design. According to their study we could say that there is a scope for the
products packaging and continues research is required by companies for more
improvement ,innovation and development sin product packaging according to the
changing market conditions and influence the consumer by well product packaging so,
there is a need for further study and research in this area.

10.)
Tittle : A Study on Consumer Perception on Packing of FMCG Products.
Author : Dr.M.Sivakoti Reddy, Akhila.Kommarapuram ( June/2019)
Objectives: To find out the effect of packaging on the buying behaviour, To check the
effect of packaging elements on the buying behaviour.
Findings: About half of the people does not know the importance of the packing for FMCG
products. It is observed from analysis that the consumers increasingly prefer the paper
boards for packaging in the first priority while considering the various types of packaging
materials on the production in view of non-environmental pollution.The analysis of benefits
of packaging, it is revealed that the packing should help the consumers for choosing the
product at the first instance of seeing the product besides helping the manufactures for
brand image and differentiation among their own products either between the
manufacturers or with the same manufacturer.

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  Objectives of study
 To check the effect of packaging elements on the buying behaviour.
 To measure the relative impact of each packaging element on the
consumer.
 To identify the elements, which should be highlighted while design the
packaging .
 To study the profile of FMCG and consumer awareness about product
packaging.
 To examine the level of consumer preference towards packaging.

 Scope of the study

 The scope of the present study covers impact of product packaging and
consumer buying behaviour.
 The purpose of survey is to obtain the opinion of the respondents
regarding product packaging of FMCG.

 Utility of the study

 To know how product packaging can impact the buying behaviour.
 How the packaging of product should done to attract more buyer.
 This study Aimed to explore the product packaging and what are the
impact on buying behaviour.
 This may also usefull for others for future studies.

 Limitation
 Research is a time taking activity , so it was impossible to conduct
research in too many regions so we have chosen the specific area of
Bharuch .
 The sample size is small , failure to properly communicate .
 The study is limited to the daily life products or known as fast moving
consumer goods products.
 The target populations are also limited to peoples of Bharuch.

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  Research Methodology
1.)
Research design : Research design proposed for the study is “descriptive” types
of research service.
This type of research deals with quality of responses from the respondents ,
attitudes, interest, technical skills , experience , benefits and values , etc.

2.)
Research population : My research population will be consumer who mainly
purchase FMCG products and what impact are caused by product packaging to
buying behaviour in Bharuch city .

3.)
Types of Research : Research has been sample study only.

4.)
Sampling size: A total of 200 respondents were taken as sample of study.

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  Data collection
1.) Types of Data:
(a.) Primary Data.
Primary data will collected with the help of structured questionnaire .
(b.) Secondary Data.
Source of secondary data will collected with the help of published ,
journals , and websites .

2.) Data collection Method .

Online or personal interview method for data collection .

3.) Data collection Instrument.

Structured questionnaire has been use for data collection .

 Data Analysis
The Data has been interpreted through charts and graph.