Packaging and Its impact on Sales

Submitted by-
Name of the Candidate-Harsh Mittal
Room No-16
Roll No-0645

Supervised by-
Professor Swaraj Kumar Nandan
Assistant Professor
Department of Commerce (Management)
St. Xavier’s College,(Autonomous) Kolkata

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 ACKNOWLEDGEMENT

A project of this magnitude depends on contributions from a wide range of people for its
success. I would like to take this opportunity to acknowledge the many people who have
contributed a great deal of their time and expertise to the development of this project.

Firstly, I am thankful to my institution (St. Xavier’s College, Kolkata) for providing me with
the dire and rare opportunity to undertake this responsibility of doing such project. I am
thankful to Rev. Dr. Dominic Savio S.J., Principal and Rev. Joseph Kulandai S.J., Vice
Principal of my college. I am also thankful to Prof Amitava Roy, Dean of Commerce (Morning).

Secondly, I express my sincere thanks to my project guide, Prof. Swaraj Kumar Nandan,
Assistant Professor, Department of Commerce (Management), for getting me started and for
guiding me through the project. Needless to say, without his knowledge, guidance and
experience, this project would not have gone so far. He has been a source of constant
inspiration, stimulating me to learn and pick up minute of the topics, making my learning
process a worthy experience. He has given a sense of completeness to this project and ensures
its full proof by completely monitoring my work.

Finally, I am also very thankful to my friends and family whose constant support and guidance
helped me in completing the project in its time limit. It was a very good learning experience
and would benefit me in the future.

Above all, I want to thank God for giving me confidence and patience to successfully complete
the project.

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 STUDENT’S DECLARATION

I hereby declare that the Project Work with the title PACKAGING & ITS IMPACT ON
SALES - A STUDY IN KOLKATA submitted by me for the partial fulfilment of the degree of
B.Com (Honours) at St. Xavier’s College (Autonomous), Kolkata is my original work and has
not been submitted earlier to any other institution for the fulfilment of the requirement for any
course of study.

I also declare that no chapter of this manuscript in whole or in part has been incorporated in this
report from any earlier work done by others or by me. However, extracts of any literature which
has been used for this report has been duly acknowledged providing details of such literature in
the references.

Date:

Place:Kolkata

Signature:
Name: Harsh Mittal
Address:Bhawanipur,kolkata
Room No.: 16

Roll No.: 0645

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 St. Xavier’s College (Autonomous)
Department of Commerce (Morning)

PROJECT COMPLETION AND PLAGIARISM VERIFICATION CERTIFICATE

Student Name: ………………… HARSH MITTAL ……………..............

Room No.: …………16……………. Roll No.: ……………………645………………

Title of the dissertation:

“Packaging & its impact on Sales”

...................................................................................................................................................

The above dissertation was scanned using iThenticate for similarity detection

and the similarity index is as follows:

Similarity Index: ……1%…………

The dissertation may be considered for submission.

Name of the Supervisor: …………………………………

Signature: …………………………………………………

Date: …………………….

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 TABLE OF CONTENTS

CHAPTER TOPIC PAGE NO.

1. INTRODUCTION
Background 6-7
2. CONCEPTUAL FRAMEWORK
Role of Packaging in Marketing 8
International and National Scenario 9
Literature Review 10-11
Objective of Study 12
Limitations 13
Research Methodology 14
Literature Review 13-14
3. DATA ANALYSIS AND FINDINGS
Questionnaire Analysis & Research Findings 15-29
Case study On Coca-Cola 30-31
4. CONCLUSION & RECOMMENDATIONS
Recommendations 32
Conclusion 33
5. BIBLIOGRAPHY 34
6. SAMPLE QUESTIONNAIRE 35-37

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 INTRODUCTION

Background

Packaging is an art of protecting any produce/product for the purpose of distributing,

transporting, selling, and ultimately consuming. Packaging act as a protective layer for the
product. There are different layers of packaging the product packaging, the inner packaging, and
the outer packaging.

There are many objective/ purposes of packaging. They are: -

• Product Protection - The products packed up inside the package need to be protected from
outside factors such as shock from automated process, oscillation, release due to contact,
compression, temperature, etc.

• Blockade - A blockade of exposure to air, vapors, dust, etc., are commonly needed.
Transportation may be a deciding factor in package design. Some packages need chemicals such
as preservatives or desiccant to increase the shelf life of a product. Some food packages are
designed keeping in mind to control the inside atmosphere. Keeping the product fresh, aseptic,
and protected for the duration of the expected shelf life is a key function. A blockade is also
imposed in some cases where segregation of two element of product before the use is necessary,
such as paints, glues, medical fluids, etc.

• Collection of products — Small products are often restricted to one package for many reasons
such as storage and selling efficiency. For instance, A box of 100 chocolate need less physical
handling than 100 single chocolate. Liquids and powders are required to be contained.

• Communicate information — Packages and labels communicate important information such

as handling/transportation process, storage methods, and product related information.

Some types of information are made compulsory by legislation specially for medicines, food
products, chemical products, etc. Some labels in the packages are also used for the tracking of
the product. Many products include the serial number and lot number on the packaging. In case
of food product, medicines, and chemicals the package contains the expiration date of the
product. Package include the manufacturing company’s name and logo.

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• Marketing - Packaging can be used as a marketing tool to inspire and attract prospective
consumers to purchase the product. It is a common practice to present the package as an
advertisement to the customer. We can often see the company’s message about the product
printed on the package to influence the customer.

• Security — Packaging plays an important role in eliminating the risk of damage of the
shipment. Packages are designed to reduce the risks of package stealing or the theft and
merchandising of products. Package contain verification marks and use different technologies to
reveal that the product packages are not damaged. Nowadays, packages include security tools
which detect any unauthorized movement of the product with the help of technology at the point
of sale or distribution channel.

• Portion control — It is important to divide the product according to their distributable shape
and size. Product such as chocolates comes in a single package as it is a single use product as
compared to salt which comes in a large size package. Some products come in packs of different
size varying from single use to bulk consumption, for e.g. Coffee.

More than a third of consumer purchase products influenced by their packaging. So, it has
become important for the company to get a high-quality packaging to attract the customer as part
of their first impression. Design of the package always attract new customer. Therefore,
companies always wrought to improve their packaging.

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 CONCEPTUAL FRAMEWORK

Role of packaging in product marketing and sales

As we all know, promotion is one of the most significant parts in the marketing mix, and
packaging has recently emerged as a strong component of the mix. Some argue that it should be
classified as a promotion because it aids in attracting consumers' attention to the goods. Others
claim that packaging has a much larger function than only promotions, and the dispute revolves
around whether packaging should be considered the fifth P in the marketing mix. Nonetheless, it
is felt that packaging is especially important for Marketing and sales.

Some of different roles played by packaging in the organization are explained as under:

1. Information and self-service for the customer – Packaging plays an important role
especially in case of new products. The information on the packaging may instruct the user on
how to prepare a food product, how to operate a technological product, or any processes and
precautions to be followed when utilizing the product.
For example, in the back side of a Maggi packet, procedures are explained as how to cook it.

2. Sales are improved by package innovation – There are numerous instances where a
product's packaging boosts sales. Take, for example, Frooti's introduction of Tetra Pack in
India. We can examine the impact of ready-mix concrete on the market. Such technology in
packaging drive upward sales as it is preferred to use ready product as it is convenient. The
sachets containing one time use of packets oil, shampoo and other small product have driven
the sales of the product in upward direction. They are easy to transport from one location to
another and to sell, and they have successfully permeated the market. They can even be used
as practice samples.

3. Utility – Packaging has another purpose besides being appealing and boosting activities: it
protects the goods. Protecting it, transporting it safely, avoiding damage, and delivering it all
have to do with utility. Milk and other everyday goods like salt and sugar are wrapped to
prevent pests from contaminating the product.

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 INTERNATIONAL SCENARIO

The global packaging industry is around a $433 billion market. The domestic packaging market,
i.e. one of the major fields of the report, represents around 29% or SI 24000 million of the world
market. This industry is generally classified in 4 section differentiated by type of material, i.e.,
paper, plastic, glasses, and metals. Paperboards and plastics consist of biggest section of this
industry and accounts for 36% and 35%, respectively, of the world packaging market. The
packaging industry have thousands of opponents. The biggest or largest market served by
packaging industry are food industry and beverages industry accounting for roughly 40% ($175
billion) and 18% or $80 billion. Due to the growth of Foreign Direct Investment in retail sectors
in India, the sector is assumed to grow by about 20 % in 10 years from now. This will create
more opportunity for the packaging industry.

INDIAN PACKAGING SCENARIO

1) Net worth of Packaging Industry in India is about 26 billion dollars with rate of growth starting
from 5% in some sectors up to 20% in some sectors including Flexible Packaging, whereas
3.00% in developed countries.

2) Raw material mostly used in this industry which generally comprises of paper, plastic, glass,
metal, etc. are in plenty of quantity.

3) The sector designing machine for packaging of product have already adopted modern
technology and are getting export order from industries of developed economy.

4) Around 40% of the export are served by the MSME sector where it has a large presence.

5) Several State of Art Package Converting and Manufacturing plants are developed within the
country some of them are exporting to developed countries.

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 LITERATURE REVIEW

1. Susan E. Middlestadt (1990)

The goal of this study was to see how background colour affected product perceptions and
beliefs. The study used a perfume bottle, a bottle of mineral water, and a pen.To conduct the
study, people were displayed the same product but in different background i.e. half of them in
blue background and other half in red background. The background color affected the subject’s
mindset and perception about the pen, but the impact was not similar in case of mineral water
and perfume. It was seen that the people thought that the pen in blue background was elegant,
unique, and expensive as compared to the people observing the same pen in red background. It
can be the background colour has a substantial impact on shaping product attitudes and opinions,
according to the findings.

2. Kozup, Creyer & Burton (2003)

The objective of this study was to find out the impact of the claims made by the company
related to health benefits and information related to the nutrition of the product mentioned on the
packages of the food. It was observed that the healthy heart claim of the product and the heart
symbol on the package made the consumer believe that the product is good for their health and
they develop a good image of the product in their mind and believe that the product will protect
them from heart related problem and may lead to less chances of stroke.

3. Katz (2004)

The objective of this study was to recognize the shapes of the package which was anticipated to
be healthy for use and the shapes which were anticipated to be unhealthy. It was discovered that
individuals consider products in the thin & slender box to be healthy, while products in the fat
package are considered harmful. As a result, packages with a height greater than their width and
packages in the shape of an hourglass are considered healthy and preferred. Packages with a
width greater than their height, on the other hand, are considered unhealthy and unsuitable.

4. Yang & Raghubir (2004)

The study was conducted in USA. The goal of this research was to see how package shape
affects purchase quantity. The method of research used was Quota Sampling. This research was
conducted using bottles and cans. The product used during the study was Beer. It was found that
beer bottles consist more quantity than cans. It was figured out that if the container is more
stretched the quantity of the product is lower.

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6. Jacobs (2009) The research was carried out in South Africa's Northwest area. The goal of this
study was to determine whether adult buyers understand the information offered on product
packages and if they use the information on labels when deciding whether or not to purchase a
food product. Most consumers who read the information on food labels make decisions based on
the information supplied on the food box, according to the findings. Expiration dates, fat and
cholesterol content, and ingredient list were among the most important details that shoppers
looked for in food products. The study also looked into the various reasons why customers do
not read the information presented. Some of the causes included a lack of time and absence of of
dietary knowledge and education Some people choose things based on flavour and price rather
than other factors.

7. Stimar & sims (2011)

The research was carried out in the cities of Chennai, Mumbai, Kolkata, and Delhi. The goal of
this study was to see how the colour of medicinal product containers affected doctors'
perceptions of the drugs. Doctors in Mumbai are typically unaffected by the shape and colour of
product packaging, according to research. Doctors in Kolkata and Delhi, on the other hand, were
drawn to the package's colour.

8. Schuldt (2012)

The purpose of this research was to see how the colour of the package affected the healthiness of
the product.The research was performed on Candy Bar. The conclusion was that the candy bar in
a green package were considered healthy by the customer while the same bar in a red or white
package was unhealthy. It was found that the green color package is considered more healthier
when compared with the white and the red package as in case here.

9. Wambugu (2014)

conducted a study on about 1000 people in Nairobi, Kenya. The study was conducted on the
processed milk. The objective of this study was to figure out the customer’s approach related to
various packages of milk available in Kenya. Tetra packs, plastic bottles, foil paper fin packs,
aseptic tetra packs, and nylon pouches are some of the packaging materials that have been
studied. It was reported that the Nylon pouch was preferred by most of the consumer creating a
market base of 38% consumers. The foil paper fin pack was hardly preferred by the customers.
The main reason regarding the preference was the price of the pouches. Nylon pouch was of the
least price.

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 OBJECTIVE OF THE STUDY

PRIMARY

 To gain knowledge about packaging and have an idea about its impact.

SECONDARY

 To find the influence of packaging on the sales of a product.

 To observe the effect packaging create in the mind of a consumer to drive buying behavior.
 To discover the effect of color, shape, and design of the package in consumer behavior.

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 LIMITATIONS

During the period of completion of the project, I have faced the following limitations:

1. Due to lack of feasibility, both economically and technically, this project was unable to cover a
larger geographical area to provide a better insight and data. The sample size does not adequately
represent the total population of Kolkata.
2. A time constraint was faced while doing the research. A period of two months used to conduct
and prepare a research is not adequate as a research is a time-consuming procedure. Because of
the lack of time, resources utilized for conducting the survey limited the respondents only to an
area. Therefore, there was difficulty in generalizing the findings.
3. The perception level of the respondents. The responses given by respondents were not always
accurate because the answers they gave were according to their own understanding.
4. The expenditure made by the company for packaging design does not form a part of financial
accounts and thus, the company’s report did not give a comprehensive idea about what their
policies are.
5. Since the questionnaire was personally made, there is the possibility of biased questions and the
absence of other relevant options in the answers.
Despite all of the aforementioned constraints, attempts have been made to ensure that the report
is accurate, authentic, and meets the report's objectives.

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 RESEARCH METHODOLOGY

 PRIMARY DATA
A primary data source is an original data source in which the researcher gets data for a specific
research goal directly from the source. It can be gathered in a variety of ways. For this study, the
observations have been drawn by surveying a sample group of people. A questionnaire was
prepared for the same and was circulated online among a random sample of respondents to get
better insight into the problem of the research.

 QUESTIONNAIRE DESIGN
A single questionnaire was personally designed as per the requirement of the project & to
achieve the objective. Several types of questions have been used to get a better understanding of
the consumers’ preferences.

The following points have been kept in mind while sampling:

Sample size - For this research, a sample of 74 random respondents had been surveyed. They
were all from varied age groups.
Sampling technique- Random sampling technique was used in the research project.
Period of study- From 01.02.2022 to 04.04.2022
 TOOLS USED
GRAPHICAL ANALYSIS
For the graphical analysis, data from the survey was inserted in an excel sheet, and it was
converted to tables and graphs for further analysis. The same has been explained and analyzed in
the Analysis section. Pie charts, bar graphs and tables have been used to depict the data.

 SECONDARY DATA

It refers to the information or data which has already been collected by someone else. In this
research, secondary data has been used to gain extensive knowledge about the packaging and
how it impacts the sale of product. For the literature review, several articles and research paper
already published has been accessed to understand how the researchers have dealt with this topic
before. Various websites, articles, and books have been browsed for information related to the
packaging industry and its growth and demand in India in the past few years.

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 DATA ANALYSIS & FINDINGS

Questionnaire Analysis & Research Findings (Total Respondents – 74)

1. Gender

Gender No of respondents Percentage

Male 50 67.56%
Female 24 32.43%

32.43

67.56

Male Female

Figure 1

Interpretation

In the survey conducted, I was able to receive a total of 74 responses in which 68.92% i.e. 51
response was from male and 31.08% i.e. 23 response was from female.

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2. AGE

Age No of respondents Percentage

Below 20 28 37.84%
20-25 43 58.11%
25-30 2 2.70%
Above 30 1 1.35%

1.35%
2.70%

37.84%

58.11%

Below 20 20-25 25-30 Above 30

Figure 2

Interpretation
Looking into the age group of the people participated in the survey. Maximum respondents i.e.
58.11% (43) are from the age group of 20-25 followed by 37.84% (28) are below 20. Next to this
are the respondents from the age group 25-30 years i.e. 2.7% (2) and 1.35% (1) are from above
30 age group.

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3. Which of the following factors affect the purchase of the product?

Factors No. of Respondents Percentage

Brand 14 18.92%
Design of Package 02 2.70%
Price 21 28.38%
Quality 37 50.00%

18.92%

2.70%

50.00%

28.38%

Brand Design of Package Price Quality

Figure 3

Interpretation
As per the survey, it is observed that majority of the respondents, i.e. 50%, looks for quality
before buying a product. Although this is not only the single factor which respondents look for
buying a product. 28.38% of respondents also look at the price of the product. While 18.92%
also look for specific brand. The least likely affecting factor is the design of the package which
only 2.70% respondents look at.

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4. Do you think the packaging of a product influences your buying
behaviour?

Response No. of Percentage

Response
Yes 40 54.05%
No 04 05.41%
Sometimes 30 40.54%

40.54%

54.05%

5.41%

Yes No Sometimes

Figure 4

Interpretation
According to the survey, 54.05% people admit that the packaging of the product influence their
buying behavior. Also 40.54% people are sometimes affected by the packaging of the product.
While 5.41% people’s buying behavior is not influenced by the package of the product.

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5. Have you switched brands because the packaging of your current brand has
changed?
Response No. of response Percentage
Yes 15 20.27%
No 41 55.41%
Sometimes 18 24.32%

20.27%
24.32%

55.41%

Yes No Sometimes

Figure 5

Interpretation
According to the survey conducted it was found that 20.27% respondents swap their brand due to
modification in the packaging of the brand. Also 24.32% respondents not always but sometimes
switch the brand because of packaging. While 55.41% respondent never change their brand due
to change in packaging.

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6.According to you what is your priority towards packaging?

Response No. of response Percentage

Protective 21 28.38%
Eco-Friendly 32 43.24%
Attractive 21 28.38%

28.38% 28.38%

43.24%

Protective Eco-Friendly Attractive

Figure 6

Interpretation
Looking into the priority towards packaging 28.38% prefer protective and 43.24% also prefer
Eco-friendly packaging. 28.38% of the respondent also prefer attractive packaging style. The
people demanding eco-friendly are large in numbers.

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7.Do you read the printed information on the product's package?

Response No. of response Percentage

Yes 67 90.54%
No 07 09.46%

9.46%

90.54%

YES NO

Figure 7

Interpretation
According to the survey conducted, it was found that 90.54% of the respondents always read the
printed information on the package while 9.46% do not look at this information.

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8.Do you think packaging affects the sale of product?

Response No. of response Percentage

Strongly Agree 22 29.73%
Agree 48 64.86%
Disagree 03 04.05%
Strongly Disagree 01 01.35%

4.05% 1.35%

29.73%

64.86%

Strongly Agree Agree Disagree Strongly Disagree

Figure 8

Interpretation
According to the survey 29.73% & 64.86% of respondents strongly agree and agree respectively
that packaging affect the sale of product.

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9.Do you prefer to buy packed products instead of loose products?

Response No. of response Percentage

Yes 64 86.49%
No 10 13.51%

13.51%

86.49%

Yes No

Figure 9

Interpretation
86.49% of the respondents prefer to buy packaged product over loose product while 13.51%
prefer to buy loose products.

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10.Do you think is it right to consider packaging as the 5th P of Marketing
Mix?

Response No. of response Percentage

Yes 40 54.05%
No 5 06.76%
Maybe 29 39.19%

39.19%

54.05%

6.76%

Yes No Maybe

Figure 10

Interpretation
54.05% agree to consider packaging as the 5th P of Marketing Mix while 6.76% disagree with
39.19% taking the middle path.

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11.Is it justified that good packaging leads to an increase in the price of
products?

Response No. of response Percentage

Strongly Disagree 5 06.76%
Disagree 6 08.11%
Neutral 18 24.32%
Agree 45 60.81%

6.76%

8.11%

24.32%
60.81%

Strongly Disagree Disagree Neutral Agree

Figure 11

Interpretation
According to the survey, 60.81% agree with the increase in price due to good packaging while
24.32% are neutral on this. On the other hand, 8.11% disagree and 6.76% strongly disagree with
the price rise due to good packaging

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12.For which product packaging is more important?

Response No. of response Percentage

Consumable Goods 44 59.46%
Electronic Items 14 18.92%
Drugs & 16 21.62%
Pharmaceutical
Products

21.62%

18.92% 59.46%

Consumable Goods Electronic Items Drugs & Pharmaceutical Products

Figure 12

Interpretation
As per the survey, 59.46% respondents believe that packaging is more important in consumer
goods, 18.92% also believe that drugs & pharmaceutical products should have good packaging.
While only 21.62% believe packaging is important for electronic items.

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13.Do you think attractive packaging leads to an increase in competition?

Response No. of response Percentage

Strongly Agree 18 24.32%
Agree 49 66.22%
Disagree 06 08.11%
Strongly Disagree 01 01.35%

1.35%

8.11%

24.32%

66.22%

Strongly Agree Agree Disagree Strongly Disagree

Figure 13

Interpretation
66.22% of the respondent agree with the fact that packaging leads to increase competition, and
24.32% strongly agree with the fact.

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14.Which category of people gets more attracted by good packaging?

Response No. of response Percentage

Kids 30 40.54%
Teenagers 38 51.35%
Adults 06 08.11%

8.11%

40.54%

51.35%

Kids Teenagers Adults

Figure 14

Interpretation
51.35% of the respondents believe that teenagers are more attracted towards packaging of the
product also 40.54% believe that kids are attracted towards packaging while only 8.11% believe
that adults are attracted towards packaging.

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 FINDINGS

1. Elements of package have been discovered to be one of the most critical variables in a
consumer's purchasing choice. A consumer's major visual aspects are size and material, while
product information is one of the most important verbal elements.

2. During research, it has been found out that different packaging cues has an impact on how a
product is being perceived. Packaging is frequently mistaken for one of the product's
components, making it difficult for customers to distinguish between the two. Particularly such
as packaging color, typography, illustrations, and graphics are the factors that can influence how
a product is perceived.

3. According to my findings, I discovered that the majority of customers are pleased with the
product's quality alternative to that they purchased their desired packaged products. We cannot
conclude that there is a 100 percent equal association between good packaging and good product
quality based on the evidence gathered, but there is a favorable mindset and trend concerning
how well-designed packaging demonstrates high product quality. In fact, people are getting
increasingly demanding, and packaging has been gradually demonstrating its importance in
serving consumers by giving information and fulfilling functions. With its different functionality
to ease and communicate with consumers, there is no doubt that the importance of packaging has
been increased as a strategic tool to attract consumers attention, as well as their opinion of the
product's quality.

4. According to the survey, majority of people admit that the packaging of the product influences
their buying behavior and looking into the priority towards packaging, the people demanding
protective and eco-friendly are large in numbers.

5. It has also been observed that majority of respondents believe that packaging is more important
in case of consumer goods, while only 21.62% believe packaging is important for drugs and
pharmaceutical products. Also 86.49% of the respondents prefer to buy packaged product over
loose product while 13.51% prefer to buy loose products.

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 CASE STUDY ON COCA-COLA

Coca-Cola is the best example of a company that has capitalised on its identity. It is one of
India's most well-known beverage brands. The purchase of Coke by local popular Indian brands
such as Thumps up, Maaza, and Citra supplied not only physical manufacturing, bottling, and
distribution assets, but also a strong consumer desire.

BRANDING
From 3A’s to 3P’s

Previously, Coca-Cola focused its approach on the three A's: availability, accessibility, and
affordability. While this allowed for significant expansion, they also resulted in decreased entry
barriers. Coca-credo Cola's now is to focus on the 3Ps: preference, pervasive penetration, and
price-related value.

PACKAGING
The bottle's central diameter was once larger than its base, making it unstable on conveyor belts.
Later, the central diameter is reduced, which solves the problem. The bottle was trademarked in
1960, and the design was later re-created with a plastic exterior. Today, we automatically assume
that any bottle with this form is a Coca-Cola product. Coke is now recognised by 94 percent of
the world's population and is the second most widely understood phrase after the word "hello."
Ok.. The power of packaging is undeniable! It generates valuable mindshare and has a classic
brand recall impact. As a result, packaging is a product's silent voice, and it carries a depth of
meaning.

The Coca-Cola bottle is one of the most well-known containers in the planet. Andy Warhol, the
'Pop' artist, called it the 'design landmark of the decade.' In the early 1900s, the smooth, naturally
shaped bottle was invented. Both the packaging and the actual Coca-Cola product were being
replicated at the time.The bottle should be shaped in such a way that it can be identified at a
glance even if it is damaged.'

In 1997, the bottle style was reintroduced in the United Kingdom. Coca-Cola performed research
that revealed that customers still prefer to drink Coca-Cola from a glass bottle.

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COCA-COLA BOTTLE PACKAGING TRENDS
Coca-Cola® was first introduced in 1886 as a five-cent soda foundation beverage. Early
expansion was great, but Coca-Cola did not become the world-famous brand it is today until a
strong bottling system was built. Coca-bottling Cola's system grew up with deep roots in
indigenous populations. People are looking for brands that honor local identity and the
uniqueness of local markets, and this tradition serves the company well today. As a result, strong
local relationships between Coca-Cola bottlers, customers, and communities serve as the
foundation for the entire company's growth.

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 CONCLUSION & RECOMMENDATIONS

CONCLUSION
The following conclusions were drawn from the findings of a study on the impact of packaging
on consumer purchasing behaviour:

1. In today’s marketing communications, one of the most valuable tools could be treated is
“packaging” focusing on a more in-depth examination of its components, and how those
components influence customer purchasing behaviour.

2. They are pleased when they receive an appropriate and vivid image or packaging colour, or a
package shape that is simple to handle/open/dose/dispose. As taken together, all of these
characteristics demonstrate a significant effort to capture the attention and interest of their
target audience. Apart from that, while each component has its own function to fulfil, a better
mix of these components is required to make the product more appealing and unique.

3. Packaging and its components have a wide impact on consumers buying decision that can be
disclosed by examining a significance of its different components for consumers decision. For
this reason, graphic, color, structure and component of packaging could be recognized as
principle elements. Example design of wrapper, information printed on the product etc. The
important factors to be considered are producer, country-of- origin and brand. And so, three
aspects should be considered when evaluating the impact of packaging features on customer
buying decisions. i.e. the consumers involvement level, time pressure of the product or
differing on individual characteristics of consumers.
4. Based on the observation made, the exploration model proposed can be tested, package
components having a definitive impact on customer decision for a situation of various items
from gathering of convenience goods were resolved.

5. Packaging can reach and influence the consumers better as compared to advertising and create
a brand value in a different way from its rivals. It advances and strengthens the buying
decisions of the consumers both at the time of purchase as well as when the item is being
utilized. Packaging also helps to overcome cost barriers and determine the brand decision
(particularly regarding children’s products).

In a nutshell, Packaging is not only a cover, meant for exchange of products. It also contains the
brand name, instructions to use, ingredients and the necessary information for sale. Therefore,
what looks good to eyes is certainly going to attract customers. Hence, packaging earns a
premium.

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RECOMMENDATION
Product packaging is significant for many reasons such as brand value, product differentiation,
segmentation of market, introduction of new products, pricing, and so on.

All of the promotional units place a premium on attractive packaging. Poor packaging, as they
point out, might be one of the reasons for a product's failure in the target market. It is critical to
develop a packaging standard in order to improve product assurance.

Product manufacturers usually use labels in the products to describe how, where and when the
product was made, what it contains and how to use it. Further they believe that the consumers get
a proper guide by having labels on the products. When a product is promoted in the target
market, manufacturers must highlight the product label and its importance.

I do accept that culture contrasts do affect organization's drives to plan the item package. Hence,
we believe that it is significant for international organizations to take a thought on culture
contrasts when they plan the packaging of an item.

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 BIBLIOGRAPHY

Website

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

https://www.researchgate.net/publication/237251668_Making_Healthful_Food_Choices_The_In
fluence_of_Health_Claims_and_Nutrition_Information_on_Consumers'_Evaluations_of_Packag
ed_Food_Products_and_Restaurant_Menu_Items

Books

 Packaging as an Effective Marketing Tool by Bill Stewart

 Branding and Packaging: The Ultimate Marketing Solution by Murray J. Lubliner
 The Marketer's Guide To Successful Package Design by Herbert M. Meyers

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 ANNEXURE

Questionnaire

Name ____________________

1. Gender
 Female
 Male
 Prefer not to say

2. Age
 Below 20
 20-25
 25-30
 >30

3. Which of the following factors affect the purchase of the product?

 Brand
 Design of Package
 Price
 Quality

4. Do you think the packaging of a product influences your buying behavior?

 Yes
 No
 Sometimes

5. Have you switched brands because the packaging of your current brand has changed?
 Yes
 No
 Sometime

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6. According to you what is your priority towards packaging?
 Protective
 Eco-Friendly
 Attractive
 Other

7. Do you read the printed information on the product's package?

 Yes
 No

8. Do you think packaging affects the sale of product?

 Strongly Agree
 Agree
 Disagree
 Strongly Disagree

9. Do you prefer to buy packed products instead of loose products?

 Yes
 No

10. Do you think is it right to consider packaging as the 5th P of Marketing Mix?
 Yes
 No
 May be

11. Is it justified that good packaging leads to an increase in the price of products?
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree

12. For which product packaging is more important?

 Consumable Goods
 Electronic Items
 Drugs & Pharmaceutical Products
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13. Do you think attractive packaging leads to an increase in competition?
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree

14. Which category of people gets more attracted by good packaging?

 Kids
 Teenagers
 Adults

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