Pringles Packaging Analysis

This assignment examines the impact of Pringles' packaging on brand image, consumer behavior, and purchasing decisions. It features two questionnaires: one for consumers to evaluate aspects like attractiveness, brand identity association, and influence on purchase choices, and another for marketing managers to assess the effectiveness of Pringles' packaging strategy in building brand recognition, competitive advantage, and overall market impact. The assignment also includes an illustration of Pringles' packaging for reference.

To Analyse the role of packaging in
building a brand of the product: A case
study of Pringles (P&G)

ACKNOWLEDGEMENT
The report presented here shows the efforts that have been made by various persons who
helped me in accomplishing this research topic and for which I am humbly thankful to all of
them. Besides this, I am very grateful towards my mentor who gave me a proper guidance in
completing the study. Further, for completing this dissertation, there was a great contribution of
my team members, friends and my family members as well who aided in me in work in their best
capability. In addition, I want to thank my parents who supported me in conducting this entire
study. Finally I want to give my gratitude to god as well who helped me in completing the
research in proper manner.

ABSTRACT
Packaging can be explained as the process of safeguarding a product so that it can be
used for the long period of time. In order to bring innovation in the selling process, packaging
plays an essential role for attracting the consumer attention. It is the area through which a
customer’s forms an image in their mind towards a product. If the packaging of the product is
attractive then it will effectively catch the attention of the customers. With the help of this
element, a product get contained where it includes labelling, shape, design and the use of
material. The present study has been conducted with a major focus on the role of packaging in
brand building for which the research has been done and various techniques have been applied.
The research methodology used for this purpose is Inductive approach with primary and
secondary sources of data collection. Besides this, questionnaire from customers and interview
from managers of P&G has been taken to make the study reliable and valid. From the study, it
has been found that the packaging is an aspect that should be focussed upon as it is the first
aspect that catches the eyes of customers. Besides this, because of increased health issues people
consider packed products more. Hence, the business firms can make developments in this regard
to offer differentiation in their packaging elements.

Table of Contents
1.1 Background of the research ................................................................................................................................6
1.2 Rationale of the study .........................................................................................................................................7
1.3 Research aim and objectives...............................................................................................................................8
OBJECTIVE ..................................................................................................................................................................8
1.4 Significance of the study ....................................................................................................................................9
1.5 Research structure ..............................................................................................................................................9
CHAPTER 2 LITERATURE RIVIEW........................................................................................................................11
2.1 Introduction ......................................................................................................................................................11
2.2 Range of factors that builds brand of business..................................................................................................11
2.3 Concept of branding..........................................................................................................................................13
2.4 Different elements of packaging ......................................................................................................................14
2.5 Significance of packaging in building product brand .......................................................................................16
2.6 Major elements of packaging in Pringles..........................................................................................................17
§§§...........................................................................................................................................................................18
2.7 Conceptual Framework.....................................................................................................................................19
.................................................................................................................................................................................19
CHAPTER 3: RESEARCH METHODOLOGY..........................................................................................................20
3.1 Introduction.......................................................................................................................................................20
3.2 Research philosophy..........................................................................................................................................20
3.3 Research approach.............................................................................................................................................21
3.4 Research design.................................................................................................................................................22
3.5 Research type....................................................................................................................................................23
3.6 Data collection...................................................................................................................................................24
3.7 Selection of sample............................................................................................................................................25
3.8 Sample size........................................................................................................................................................25
3.9 Data analysis......................................................................................................................................................26
3.10 Validity and reliability.....................................................................................................................................26
3.11 Ethical issues ..................................................................................................................................................27
3.12 Limitations.......................................................................................................................................................27
CHAPTER 4- DATA ANALYSIS...............................................................................................................................29
4.1 Introduction.......................................................................................................................................................29
4.2 Data analysis......................................................................................................................................................29
4.3 Data analysis- Interview....................................................................................................................................50
CHAPTER 5- CONCLUSION AND RECOMMENDATION....................................................................................53
5.1 Introduction.......................................................................................................................................................53

5.2 Conclusion.........................................................................................................................................................53
5.3 Recommendations.............................................................................................................................................55
REFERENCES..............................................................................................................................................................57

CHAPTER 1: INTRODUCTION
1.1 Background of the research
Packaging can be explained as the process of safeguarding a product so that it can be
used for the long period of time. In order to bring innovation in the selling process, packaging
plays an essential role for attracting the consumer attention. It is the area through which a
customer’s forms an image in their mind towards a product. If the packaging of the product is
attractive then it will effectively catch the attention of the customers (Loose, Pesche and
Grebitus, 2013). With the help of this element, a product gets contained where it includes
labelling, shape, design and the use of material. Earlier, packaging was considered as the tool of
containing a product but with the implementation of different factors this step has been used for
the marketing and promotion of a product. However, packaging of a product must be effective so
that it can effectually attract the attention of the customers. In addition to this, packaging can also
be one known as one of the most important element in order to organize a business (Roberts,
2014). With the adoption of this concept, the objects are enclosed so that it can be further sold
for the selling purpose. This concept is one of the most requisite part of present marketing
situations.
Branding is a process whereby organizations make an attempt to build their brand
recognizable among consumers. This helps customers to identify a particular brand so that they
can chose original product they wish for. Thus, branding helps in creating an image in minds of
customers. On other hand, Packaging helps in marketing of products by attracting more number
of customers. Through attractive packaging, many organizations attempt to increase sales of
goods so that customers can also feel something new and different in the product. Agariya, A. K.
and et.al. (2012) states, by doing innovations in packaging like changing colour or packet,
changing material used in packing etc. can be some of the ways that can help in increasing sales
of product. Here, it is clear that branding and packaging both use to complement each other as
package of product contains logo of company thereby, creating unique identity among
consumers. Apart from this, it also makes the product easily identifiable by customers and they
can easily check it for originality.
Branding can be done with innovations by changing its colour or look to make it more
attractive. But it is also significant that brand or logo of company should not be changed
frequently. It should maintain stability for longer terms so that a trust can be built among
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customers. Hence, it necessary that companies focus on branding and packaging equally to make
an identifiable product with a positive image among customers. Moreover, it depends on firms
that in which way they are developing brand and package of product as it can have a
considerable impact on sales and productivity of enterprise (Ambrose and Harris, 2011).
The present research has made an attempt to analyze impacts of packaging and branding
of a product. Here, various effects of both branding and packaging in relation to boosting sales of
product has also been studied. For this purpose, Proctor and Gamble has been referred which is a
well-known company who use to produce different ranges of products at a global level. There are
a large number of customers of this brand all across the world as it offers a wide range of
products. With the reference of said organization, the research will be carried out to understand
the importance of packaging in building brand of company. For a deeper analysis, Pringles have
been taken as a chosen product among various products of Proctor and gamble.
1.2 Rationale of the study
What is the research issue?
Packaging of the product is one of the most essential elements of brand identity for
companies. It has been analysed that present competitive market demands different strategies,
which can help companies in developing a significant brand image within the economy.
Packaging of a product is an element, which is first noticed by an individual and help companies
in creating a well-defined growth and development measure in the market (Bick, 2009). This
leads to the necessity of developing a reliable and secured packaging, which specifically caters to
the need of the product and is able to attract maximum number of consumers. Thus building
brand through effective packaging is a crucial research issue in current market situation. The
study will focus on analysing and identifying the same.
Why is it an issue now?
The present global economy has posed significant product identification challenges in
FMCG industry. The industry deals into perfectly competitive market. Unique product
recognition and product identification is significant for enhancing sales and growth of the
company (Chrysochou, 2010). Moreover effective packaging helps in building strong brand
identity for the business unit. Every organization is currently focusing on building competitive
edge by introducing innovative and creative business ideas. Packaging is one of the most
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significant marketing tools, which has created a significant impact on brand identification and
product differentiation within the market.
What could this research shed light on?
The present research will illustrate different attributes, which the companies should
incorporate in their packing style, in order to build a brand name. There are varied factors, which
influence the process of branding, and the companies should necessarily take into account. In
pursuance to the same, the importance posed by these factors in various decision of the business
has been illustrated. Further the study will highlight all the benefits, which may be realized by
the corporate by framing an effective packaging of the product. Specific benefits have been
mentioned which can be enjoyed by the companies in the event they are able to implement an
innovative or creative style in their packaging.
1.3 Research aim and objectives
The aim for carrying out the present study is “To analyse the role of packaging in building a
brand of the product: A case study of Pringles (P&G)”. The overall study will focus on
effectively analyse the issues related to the subject and investigate about the topic to attain
reliable results.
OBJECTIVE
The objectives of the study help in specifying the research issue for the study thus
attaining a clear picture for the analysis. The main objectives, which developed for the study, are
as follows:
 To identify the features of packaging of Pringles
 To analyse the factors that contribute in building brand of product
 To assess the role of packaging in building brand of a product To recommend the effective ways through which Pringles can design effective packaging
for developing its brand
Research questions
Research questions are the crucial aspect of the study as it helps in effectively identifying
the research problems thus helps in structuring the research in a specified manner. The research
questions for the present study are:
 What are the elements of packaging, which are used by Pringles?
 What are the factors that contribute in building brand of a product?
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 What is the role of packaging in building a brand of product?
 What are the recommended effective ways for Pringles to design effective packaging for
developing its brand?
1.4 Significance of the study
Significance of study is related to giving a deeper analysis to the topic so that a proper
decision can be made about importance of conducted study. This aids organisations as well as
various academics to have a better understanding of the topic. The study conducted here has
made a research on understanding importance of packaging along with its effect on brand and
image of organisation. For this, the focus has been laid on various operations performed by firm
so that a clear picture can be developed. Therefore, study or research conducted is essential for
academic references as well as for practical understanding.
The present study has been done for assessing various elements that has assisted
company to develop strategies related to packaging. Along with this, the way by which these
elements have helped in affecting brand of company has also been examined. This study has
been done in a way so that students and individuals researching on same topic can understand the
whole concept in proper manner (Emblem and Emblem, 2012). For this, a proper conceptual
framework along with theoretical concepts has been taken to have a deeper knowledge of the
topic. Here, critical analysis of study has been done which presents the views of various authors
and research scholars that make the concept more clearly on chosen topic. However, various
aspects of decisions that impact packaging and branding decision are also studied with respect to
Pringles that depicts clear vision of report with developed approaches.
1.5 Research structure
The research structure aids in forming a proper way to conduct research in a systematic
way. Hereby, attempt is made to have a clear understanding of step-by-step process so that
different factors that are important to be studied in research can be included. Further, it also
provides the reader an overview of the format that has been followed throughout the research and
topics that have been covered. For current study related to analysing role of Packaging on
building brand follows the structure as below:
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Chapter 1: Introduction- This section contains background of the topic so that reader can have a
clear picture of entire study that will be conducted in research. Further, aims and objectives if
current study related to topic are also discussed under this heading.
Chapter 2: Literature review- This is the important part of the research as it contains various
past studies that are related to the topic. Apart from this, it also presents various data, facts and
evidences that are related to topic. Moreover, under this section, various models and theories are
also taken as base to understand the concept of study.
Chapter 3: Research methodology- This section discuss various methods and techniques that are
applied to conduct a proper study and research on topic. Here, various data and figures are
presented so that a clear study along with proper evidences can be conducted.
Chapter 4: Research analysis and discussion- This is the significant part of research report as it
contains detail analysis of all study and research done in the report related to topic. Here, various
findings that have been discovered as per the application of different research tools are
discussed.
Chapter 5 Conclusion and Recommendation- This is the gist of entire report where major
findings and discoveries will be discussed along with their impacts. Based on above findings,
various recommendations and suggestion are also given in this section for overcoming issues
faced by company. Thus, the evaluation of the whole research will be done ion this part along
with recommendations to make an improvement.
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CHAPTER 2 LITERATURE RIVIEW
2.1 Introduction
The present research has conducted a deep study on packaging along with its impact on
branding of company. Here, research will be done to know the strategies adopted by said
company in packaging that has aided in affecting consumer's buying decision. Besides this,
various issues and challenges faced by organization in this regard will also be examined.
Moreover, help of various studies conducted by different authors have been taken which has
aided in knowing the subject matter of topic (Gupta and Gupta, 2011). Moreover, literature
review of various authors have been done to critically evaluate the topic. Further, this has helped
in establishment of a conceptual framework leading to overcoming research gaps. Various books,
journals and online articles have been used for collection of various information.
2.2 Range of factors that builds brand of business
As per view of Wells, Farley and Armstrong, (2007) brand is created by increasing a key
product with typical values that differentiate from competition. Brands are built through a set of
seven factors: Quality: Building quality into the key product is important. Saxena, (2009) has said that
the main product must meet the basic functional needs, which are expected. High quality
brands attain greater market share and higher profitability than their inferior competitors.
It is necessary to understand how the customers evaluate the quality of product. Most
consumers do not do detailed assessments of the performance of the product they
purchase. They segregate a product in the category of high quality when they see it
performing well. Positioning: Careful selection of target market and setting a clear differential benefit in
the consumer's minds, create a unique position in the marketplace. Saunders and et. al.,
(2009) asserts that it can be attained through brand name and image, service, design,
guarantees, packaging and delivery. Positioning needs a set of these factors. For creating
unique positioning concepts market should be viewed in novel ways. Positioning is a
chance for business companies to communicate to its customers as to what it seeks to
provide for them i.e. functional needs and what it needs to mean to them i.e. emotional
needs.
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 Repositioning: It is required to build brands from their initial basis as markets change
and new opportunities arise. If needs and conditions of customers in its target market
change, a successful brand may be irrelevant. According to Pantin-Sohier, (2009) if this
change is slow and detectable, the company can change its offerings and communications
slowly and manage to keep itself acceptable to the target market. A company which
repositions its brand very often confuses its customers about what it is really able of
achieving and being. Well balanced communication: A brand is required to communicate its positioning to its
target market. Moodie and Ford, (2011) has argued that knowingness is needed to be
developed, brand personality projected and favourable attitudes built and reinforced by
advertisements, salespersons, sponsors, public relations and sales promotion campaigns.
The motive of brand communication is to make the customers feel attached to the brand. Being first: To create a clear position in minds of the target customers before competition
arrives in the market be first. It serves the opportunity to develop customer and
distributor loyalty and trust. As per the view of McMillan and Schumacher, (2014) it
needs sustaining marketing efforts and the strength to defy rival attacks. It offers a chance
to shape expectations of the customers regarding the category of product. Time to know
the requirements of the customers and developing capabilities to serve those requirements
is received. Long term perspective: There should be a consistent, high level of brand investment as it
takes many years to generate awareness, communicate brand values and build customer
loyalty. Kuada, (2012) has argued that if investment is cut, sales are likely to slip
considerably in the short term but it will decay brand equity in terms of awareness levels,
intentions to purchase, brand associations. Customers fondly remember those brands
which may not have sold for years. Even some of the customers refuse to believe that the
brand is not selling. Business firms must recollect that there is no short term about a
brand, as the strength of a brand relies on the strength of association between the brand
and its customers.
 Internal marketing: Many brands are corporate brands i.e. the focus of marketing is on
building the company brand. Training and communicating with internal staff is necessary
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as service companies depends on personal contact between service providers and service
users. The values of brand and strategies should be communicated to the staff. As per the
view of customers should experience the values incorporated in the brand being played
out in real whenever they come in contact with the company. For such experience to take
place, employee must understand that what kind of interaction will strengthen the
conviction of the customers in the brand Klimchuk and Krasovec, (2013) all employees
must be aware of customer's expectations form the brand and should try their best to fulfil
those expectations.
2.3 Concept of branding
According to Gupta and Gupta, (2011) branding supports in higher sales of not only one
product, but on the other products related with that brand. For ex: If a customer likes Loreal
shampoo and he has a trust in that brand, he or she is more likely to prefer the other products
offered by the company such as Conditioners or hair gel. Brand is a personality which identifies
a product, services or company (name, term, symbol, design or a set of them) and their
relationship with main bodies i.e. staff, customers, partners, investors etc. People involved in
branding try to develop or match the expectations behind the brand experience. As per the view
of Konstantoglou and et.el. (2016)) it develops a promise, fulfilling that promise and managing
it. Brand management is an art of creating and upholding the brand. It develops commitment,
trust and loyalty in the customers for the company. Considering the central nature of brand
management. Elements of branding are elaborated under the following four major concepts:
Brand identity: Panas and Pantouvakis, (2010) has argued that various brands in retail world
varies in the power and value they command. Some of the brands are very famous and possess
high level of awareness in terms of name recall and recognition while other brands are totally
unheard or very less popular by the people. Sheehan, (2011) asserted that brand identity is a
unique combination of brand associations that the brand strategist aims to create or maintain.
Brand image: Brands image is the sum total of affects created by the brand in the minds of
consumers. It is based on the idea that consumers purchase not only a product but also the set of
association like wealth, power and sophistication. Gioia, Corley and Hamilton, (2013) stated that
brand image can be strengthened by brand communications like packaging, advertising, word of
mouth. Brand image can take the brand value upwards or downwards. The name adds visual and
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verbal attributes in the minds of consumers and acts as an intervening factor taking the value
upwards.
Brand position: A brand manager is required to establish communication objectives and
planning the strategies for executing it. As per view of Lundahl, (2008) the commencement of an
execution strategy is the brand positioning statement. The statement generally includes the place
that a brand should occupy in the minds of target customers. In simple terms it means how a
brand is perceived in the market lays emphasis on what is unique to the brand. Some key factors
that go into defining a brand position are consumer expectations, price, competitive factors and
consumer perceptions.
Brand equity: Chaneta, (2010) asserted that one of the famous and widely used concepts in
marketing that barely appeared three decades before but gaining popularity and significant place
in marketing strategy is Brand equity. The grounds behind this popularity of brand equity are the
fact that various marketing researchers have concluded that brands are one of the most valuable
assets of a business organisation. It is an intangible asset that relies on association formed by the
consumer. There are three general perspectives through which it can be viewed; they are
financial view, brand extensions and consumer related perspectives.
2.4 Different elements of packaging
According to Liu and et.el. (2016) the packaging of the product should be include proper
content so consumer come to know about the product. Content of the product is the important
element of packaging. While the detail in the packaging gives answer to the question of the
customer related to the items. Shah and et.el. (2013) says attracting packaging attracts the
customer's more. Designed the product with experiencing the different aspects. The author says
that packaging of the products people make assumption how it will be cost and they willing to
purchase or not. It automatically comes to know the perceived value on the product by
packaging. People easily estimate the value of the product where the value is the element of the
packaging. Good packaging leads to purchase the product even if the buyer do not experienced
the product earlier. Individuality sense is also the element of the packaging where it makes the
individual recall in the mind and make luxury feels with the good packaging.
As per Ku and et.el. (2014) for making the successful businesses, company should focus on the
packaging of the product and write all the information about the brand, purpose and true details.
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Packaging should be hygienic. A decent packaging should inspire the people and creates the
desire, excitement, passion to buy the product. In packaging it is important to have good texture,
characters, bright colours and proper shape these are the element which make easy the product in
explaining and make desired the people to purchase more. The packaging should be proper and
healthy which do not affect the consumer and cannot get dissatisfaction. On contrary to (Imhof,
Multivac Sepp Haggenmüller Gmbh & Co. Kg (2014) the industry of packaging done on the
basis of uniqueness not like dull, repetitive, which do not attract the consumer and make no
interest in the product. While making the design of packaging considered the things like what
types of product are taking, what are the principles and deal with the nature. For example, a
product like cheese are packaging in white plastic which people make unattractive and ignore the
product but if the company is packaging the cheese in attractive way it will catch the eyes of the
consumer and they will notice, carry the cheese and look at the brand and buy with them. So the
innovative design of the packaging makes profitable to the firm and increases the sale.
According to Xia and et.el. (2014) the main element of packaging is to save from the hot
environment, moisture, mark and some pointed objectives. The external factors like chemical,
biological and effect the packaging so also effect in the product. So the ability of the packaging
in transporting and being strong are the element of the packaging in other words it also called the
robustness element. Gabriel and O'lakes, Inc. (2013) make the package simple so it make
customer easy to handle the product. Sometimes it make difficulties in handling the product
because of the packaging. Packaging protects the product it is right but so much wrapping of the
product makes difficult in the opening. So design in such way which protect the product and
make easy to open. Now a days, rule of the government is to provide the eco-friendly products to
the public because of globalization. Design the packaging in such a material which can be
recyclable. Chun-Hsien and e.al. (2016) one of the element is provide the communicative. The
packaging should be in communicative way because in the environment the competition is there
which affects the company. A good packaging will adopt by the market and make competitive
one. Cohen and et.el. (2013) keep all the element in consideration, analyse the market, come up
with the view of the consumer taste and preferences then design the product packaging and
implement it. Some of the packaging is delicate like in food, meal, cosmetics, drinks which they
need the customer before dates and proper content related to the delicate product. Cerisuelo,
Gavara and Hernández-Muñoz (2015) it is the crucial role where the venture designs so that
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people get interest and take advantages from the products. Bauernfeind, ROBA SERVICES
GMBH (2016) Packaging is the primary stage of the external function of the businesses for
communication. It is one of the factors which influence the customer in decision of purchasing.
In addition, proper label, material design, information protects the good and increase in the
productivity (Schifferstein and et.al., 2013).
2.5 Significance of packaging in building product brand
According to Rong (2014) packaging is very important to develop the brand of the
product. The image of good brand in the market makes the buyer to buy more products.
Packaging include the brand name, trademark, symbol etc. these are the proof of the customer
purchasing. Konstantoglou and et.el. (2016) says that purchase of packaging products depend on
the emotion of the consumer. If brand make satisfaction to the customer then they will by the
product. Different brand with the same products makes the difficulties in purchasing so a proper
and attractive packaging of the product get attract the customer and build up the brand name.
Agariya, and et.et. (2012) for making the uniqueness brand and get the reputation so attract the
people proper and easy packaging. Using the advance technology and the social networking in
the company makes help in the packaging which lead to develop in the brand.
Thomson and Crocker (2015) consumers mostly confuse between the brand and they
have no time to compare the products at same time. Sometimes packaging make it too
complicated and then opt for the other product which leads to the decrease in the productivity so
packaging make it easy to make understand to the consumer. Some of the packaging having lot
of content and information and with no character which make customer boring try to give proper
end exact information in shot content and make it simple so people come to know about the
brand. As per the words Rundh, (2013) in the organisation the product branding decision is very
important decision in the present globalisation. Different brands and different products where
the people are the king in the market which select the product as per choice of the brand. The
factors of brand are price, packaging and the brand name. Where the packaging is main
component of branding which makes the brand name stable in the market. Increase in the number
of the different brand name competitor in the market era, the company try to improve the
packaging and value it. Triantos and et.el. (2016) now a days people are getting more health
concious and make total attention on the packaging. So making the branding name the managers
pays attention on the good quality of product and also take in the account of eco-friendly
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package. A good brand package cut the competition brand and makes it success to the company.
Balmford, Borland and Yong (2016) brand makes total effort to make the image in the public,
packaging plays a significant role in making the image. Product packaging in the brand shows
the benefit and quality which decides the people the positioning of the brand. The product
positioning get successful when it is meaningful, valuable and identifiable to the people. The
author make the conclusion that brand can build up and get position when the ability of doing the
proper packaging influence to buy the product. (Kök and Nguyen (2014) brand make the position
when the packaging of the product must advertise the name of brand, simple attracted display,
packaging shows the differentiation with other products, proper details, easy to carry, hygienic
and protects from external effect of the environment.
2.6 Major elements of packaging in Pringles
The Pringles is one of the largest and fastest growing companies that serve delicious food
items like chips. This organisation offers a wide variety of chips that covers a large segment.
This firm has made an image of trusted brand among consumers since its inception due to
various attributes that are present in the product ranges of this enterprise. In this regard, Chaneta
(2010) states that various strategies of innovation in technologies and marketing techniques have
helped the organisation in creating a brand image in market. The use of packaging and branding
is essential as both act as a promotional tool that can help in affecting consumer's buying
decision. The package of product contains many information along with brand or logo of
company which can be useful for clients. Besides this, the shape and size of packaging which
delivers convenience and attractiveness is a major element that is present in packaging of
Pringles (Azad and Masoumi, 2012). Therefore, packaging can help in building communication
between organizations and customers as desired information about contents of product, its price,
manufacturing and expiry date etc. can be given through packaging. Thus, packaging and
branding also plays and important role in innovative field and creating a unique attribute of
products among consumers.
It is asserted by Deliya and Parmar (2012) that an attractive packaging of a product aids
in making success of brand. This is an important aspect of Pringles where it involves the function
of marketing a particular brand as well. The packaging provides a number of benefits to
consumers as it keeps the products safe, and makes presentation of products attractive and eye
catching. The Pringles made a successful attempt by a differentiated method of packaging from
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its competitors (Ladipo and Olufayo, 2011). The various competitors of Pringles used bags to
pack the product while Pringles came up with unique shape of crispy chips with a different
package cylinder. This innovative feature of packaging makes it unique and easily identifiable by
consumers. Further, this also contributes in establishing the brand's unique differentiated
property among competitors. Thus, cited company has made a great innovation tactic by building
strong link between packaging and branding resulting as a key element in success of product.
According to Hawkes, (2010) many strategies of branding and packaging are applied by
companies so that they can achieve growth in business by coming up with new presentation.
Mentioned company use a mascot in the package of product which is identifiable by all
customers and has made a unique identity of brand in market. Besides this, the shape of its tube
like lid in which product is packed has also presented innovation and uniqueness (When
packaging establishes the brand. 2016). For this, various researches and market surveys are also
done so that new technologies can be adopted to make innovations in this area. Moreover, these
surveys and studies also help in guiding actions of organisation to create a technology as per
needs of business.
Illustration 1: Packaging of Pringles
§§§
(Source: Thomson and Crocker, 2015)
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2.7 Conceptual Framework
The overall study can be summarized on the basis of following conceptual framework which
has been effectively identified:
The above conceptual framework shows that packaging of Pringles in attractive manner
which includes attractive color, good material, better design and shape with required labeling has
made a brand image. Thus both are interdependent and helped in creation of brand image. In
addition to this, it also demonstrates that all the aspects of a packaging should be of superior
quality along with a convenience factor so that it can be helpful for customers in handling.
Behind this, the particular concept is followed which entails that consumers keep in their mind
only those products which they found comfortable and of high quality. Thus, the packaging of a
product will make a brand image in customers' minds.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is an organized procedure of conducting an in depth study. The
process involves analysis of various facts and figures that can help in developing a clear base and
results. This includes development of different methodologies that are helpful in development of
research and in using various tools and techniques for study. The research methodology includes
a proper method which is designed for conducting a proper analysis of available data so that
research can be made more reliable. Further, this involves selection of various tools and
measures that aids in examination of available data and figures (Creswell, 2013). Thus, it
provides a foundation on which further deep studies can be conducted to make a proper
conclusion. Moreover, it bridges the gap between various past researches through current
developments in the study. In present research, various sections have been covered in which are
research philosophy, approach, design, data collection, data sampling, analysis of data, validity
and reliability along with ethical considerations and limitations.
3.2 Research philosophy
The research philosophy basically refers to the ideas on which the entire study will be
based. It helps in creating a base through which nature of research is developed for further
development of knowledge. It also draws attention towards previous beliefs so that a researcher
remains aware of different past developments and try to come out with improved study. Here, it
also helps in researching through a systematic process so that the study can be accomplished in a
planned manner as per the time frame (Forzano, 2011). The resources used in the researches can
also be utilised in a proper manner with the help of philosophies. The research philosophy is
based on two main ideologies which are positivism and interpretivism.
The positivism philosophy of research mainly focuses on factual knowledge which can be
acquired through observing things and believes it to be authentic. The positivism philosophy
makes the researcher limited till the work of data collection as it is based on facts and mainly
lays emphasis on quantifiable measures (Jackson, 2010). The positivist research can be
conducted as independent form where facts and logical bases are given more weight-age. This
philosophy works on purely facts basis and does not include any human interest. Thus, the
studies based on this philosophy are more reliable and credible.
20

The positivism philosophy of research includes the factual knowledge in the study as the
researcher mainly uses to focus on various factors in study. This philosophy believes that the
reality can be approached only through various data collection. The positivism philosophy
attempts to make the diverse facts and logical bases into one group so that more meaningful
study can be carried out. Further, this philosophy makes its interest with specific and unique
perspectives so that the major objective of understanding facts can be accomplished (Johnson
and Christensen, 2008).
The current study is mainly based on Positivism philosophy to fulfil the aim and
objectives of this research. This will aid in making assessments on the basis of quantifiable
observations and lead to a logical conclusion based on facts. The positivism philosophy will be
suitable as attempts to make an analysis that can be understood in simplest terms with the help of
quantifiable terms. This philosophy will help in conducting a study that can make the reader
aware about concept of packaging and its usefulness in business organisations. Besides this, it
will entail about consumers' perceptions because of which the right packaging develops into a
famous brands. Apart from this, the research will include the positivism theory as it will help in
studying different factual data and logical bases. Thus, on the basis of some logical facts,
understanding of entire research will be easier.
3.3 Research approach
The role of packaging in building a brand which is the topic of this research presents a
broad scope to study about. For this purpose, it is necessary to conduct a proper research with the
help of right research approach. The research approach helps in adopting an appropriate way of
conducting the study that can give specific results. Therefore two types of research approaches
are developed which are inductive and deductive type (Singh. 2010).
Inductive approach of research helps in conducting a study through which the researcher
can give some new theories. This approach usually based on the concept of making the
conclusions that is structured on coming from specific to general. The data collected for this
research is used for establishing various themes and patterns that are later developed into
conceptual frameworks. Here, the research is not conducted on the basis of any hypotheses but
concentrates on aims and objectives of study.
Deductive approach of research mainly concentrates on analysing the proposed theories
so that its validity can be tested (Tarone, Gass and Cohen, 2013). The data collected in this
21

approach of research is used to evaluate the current theory and comes to the end result by
developing the study from general to specific. Thus, it starts from theory, make hypotheses so
that a test and observation can be applied and validity of theory can be established.
The present study is based on Deductive approach of research where an attempt is made
to have a proper study on consumers' requirement and impact of packaging on their perception in
building a brand image. This approach makes a study where researcher makes effort to discover
about a particular theory and testify it so as to prove that whether it is applicable in certain
conditions or not. For this, the approach has focussed on theories that have an impact on this
concept. Moreover, the study on theories propounded in this respect is also studied so that the
notion can be validated. Through the adoption of deductive approach the researcher has reached
from a generalised theory to a specific data and conclusion. This provides a highly structured
approach and interprets the results based on specific results through quantitative data and its
analysis.
3.4 Research design
The research design is a blueprint of the entire research according to which the research
is carried out. The selection of research design is a crucial part as it helps in making decision for
further developments. Further, the answers to various research questions are also dependent on
the research design adopted by researcher. On this various types of research designs have been
proposed like descriptive, exploratory, causal and experimental. The exploratory researches
mainly use to explore about the about various questions of research, but does not give any final
conclusion to advice any kind of solution towards the problems (Lillis, 2008). This types of
research mainly focus on giving a better understanding of any issue rather than providing any
type of solution. Thus, it makes a base for further studies by going in depth for exploring various
aspects of problems. On other hand, the descriptive research use to describe about facts that are
already established. Here, a researcher use to make a description by collecting various facts and
figures so that the current issues and problems can be described in a better way. Thus, this type
of research usually works on the basis of three main ideologies that are describing, explanation
and then validation of study. Apart from this, the causal research explains the cause and effect
relationship between two variables (Kumar, 2014). This type of researches basically focuses on
entailing about various impacts that are exerted on any one variable due the response of other
variable. Thus, this research uses to conduct a study where a problem or situation is studied to
22

describe about a relationship between both variables. The experimental researches are another
commonly used designs that are mostly preferred for scientific studies. In this type of researches,
the researchers use to take some real life situations and do experiments so that a particular
outcome can be developed. Later on these outcomes are improved and changed into a theory.
The present research will be carried out as per the Descriptive research design with the
main aim of analysing the impact of packaging on brand image. Thus, as per the nature of this
design, here the research will be carried out by describing the main aim its explanation and
finally its validation. It will help in describing the various factors that can properly answer the
what, why etc. aspects of the study. Thus, at the end the research will be helpful in describing the
link between packaging and brand.
3.5 Research type
The research type is an essential part which helps in making a base for valid results. In
this section, the researcher will adopt all those techniques that can help in achieving aims and
objectives of the study. The major impact of research type is on the data analysis where various
data can be assessed on the basis of assorted tools and techniques of research. The methods of
research include a systematic process of collecting data, its analysis and then a proper
interpretation to provide a solution or business (Saunders, Lewis and Thornhill, 2012).
Generally, the types of research can be classified into qualitative and quantitative kinds. The
quantitative researches are based on describing and solving the problems of study with the help
of numbers. Therefore, researcher uses to collect various numerical data so that a proper analysis
and conclusion can be made with it. On other hand, qualitative data is mainly based on theories
and qualitative data which is used in the form of information. Therefore no mathematical
calculation is required in this research type. Thus most of the theoretical data are collected in this
type so that reliable information and result can be generated (Creswell, 2013).
The present study is conducted on the basis of both qualitative and quantitative methods.
The use of both methods helps in developing the better results that are based on both quality and
quantifiable measures. For achieving the objectives of research related with analysing role of
packaging in building brand, qualitative techniques is useful so that various models and theories
can be assessed based on it. Whereas, quantitative technique is useful to measure the responses
of relevant people and data collected for the investigation purposes. On this basis, various
generalisations have been made that will conclude into a proper subject matter.
23

3.6 Data collection
The data collection is a crucial task in process of research and studies. The data should be
relevant with the subject matter along with the aims and objectives of research so that right
analysis can be done. The wrong collection of data will lead to a wrong path for study and also it
will result in incorrect conclusions. Consequently, it will be wastage of resources and time as
well. Hence, it is very necessary that accurate data collection method is used to acquire proper
results. For this purpose, two methods can be applied through which data can be collected
(Forzano, 2011). This includes primary source and secondary source of data collection. The
primary source of collecting data and information includes various methods, which includes
survey, interview, questionnaire observation and focus groups. While, secondary source of data
collection includes various books and journals, newspaper articles, previous researchers and
online articles. The present study will be conducted with the help of both types of data collection
process. Here, two tools of primary data collection are used. The primary sources of data
collection will include the interviews of strategic level managers of P&G at UK. This will help in
knowing various aspects of packaging and its role in brand as well for company.
Besides this, a questionnaire will also be taken as a tool of primary data collection in
which come consumers can be surveyed. This survey will aid in knowing perception of
consumers with regard to P&G' product of Pringles. Thus, the use of both methods will help in
acquiring vast information that can be developed for effectual results. Both the tools are cost
effective and responses can be gained quickly. The questionnaire method will used ion structure
manner while interviews with managers can be conducted in a semi structured way. Through
questionnaires, the viewpoint of different customers can be known which makes result more
appropriate. The interview method will help in getting internal responses of managers which is
an important part for conducting analysis on role of packaging. This tool is effective as it will
give the opportunity to have an open-ended process of interviewing to collect better responses
from relevant people. The interview method has been accomplished by taking interviews of
managers in Pringles which makes it more credible (Thomson and Crocker, 2015). The method
of secondary data collection includes referring various books, journals, online articles and
various past researches done by scholars. This method will assist in collecting reliable and
credible information. Thus, with the help of both types of research, research can be accomplished
in a better way to acquire reliable results.
24

3.7 Selection of sample
The sampling is a method that includes a particular process which helps in making a vast
study into a narrow form. The sampling process is crucial because it helps in dividing a large
population into a smaller number so that study on limited population can be done in effectual and
easier manner. The methods of selecting a sample are based on two methods which are
probabilistic sampling and non-probabilistic sampling (Jackson, 2010). As per the former
method of sampling, the chances of each member in the population possess equal chances of
being selected. The probabilistic method of sampling involves different methods like simple,
stratified and cluster sampling. Contrary to it, in the non-probabilistic sample process, number of
people is not selected on random basis, which makes the chances of selection for each member
less probable. This method includes various methods like purposive, snowball, quota and
convenience sampling method.
In this research, the non-probability sampling method will be used for collecting data
from customers of Pringles. Here some customers have been approached for study purpose as to
reach them for collecting data is easier. Hence convenience sampling method has been applied
under non probability sampling technique. This will include the filling of questionnaire from
about 50 consumers who have an equal chance of being selected from a large population. On
other side, for conducting an interview from managers of Pringles to collect data, convenient
sampling will help under non-probabilistic method. In this purpose about five managers from
cited organisation will be taken with the help of above method. This will help in accomplishing
the objective of collecting data through both methods under primary source of data collection. In
addition, the applied method will help in collecting fresh and latest information from market and
also internally. This will also help in collection of more authentic and reliable information which
will be contributing a lot in entire research.
3.8 Sample size
For the purpose of data analysis the collection of data is done with the help of
questionnaires. For this, 50 customers were selected so that their responses can be taken on
difference aspects of packaging. Apart from this interview from 5 managers of Pringles have
been taken. The study includes a very wide scope to explore various facts for which 50
customers in data collection are quite less. But, due to limited time constraints, only 50
customers have been taken as sample size in current study.
25

3.9 Data analysis
The data analysis of collected data and information is an essential part that helps in
developing the interpretation. The data analysis method for both quantitative and qualitative data
is different. In case of qualitative collection of data, information is collected through interviews,
surveys, focus groups etc. In this condition, the process of analysis is accomplished by
identifying the patterns that are common in all responses collected from sample. On this basis,
the responses are critically analysed so that aims and objectives of research can be acquired.
While the quantitative method of data analysis is conducted on the basis of various facts and
figures so that an explanation can be done (Johnson and Christensen, 2008). In context of current
study, the data collected are analysed with the help of different methods. With the help of
statistical tools, the qualitative data has been converted into quantitative ones so that information
and responses can be presented in more effectual way. Therefore collected data have been
analysed as per thematic analysis and graphs are also used to represent the results in support of
findings. For quantitative data analysis of questionnaire, descriptive statistics have been used
through excel describing mean and modes of collected data. This quantitative analysis has helped
in reaching at an exact conclusion and also in attainment of set objectives by validating that
packaging has a significant role in brand building. Likewise, in case of interview conducted with
managers of Pringles, responses will be analysed on the basis of thematic analysis. The use of
statistical techniques and thematic analysis in the direction of data analysis process has helped in
attaining the research objectives with better presentation. Apart from this, both measures and
tools are helpful in interpreting the results in an effective manner.
3.10 Validity and reliability
The reliability is a term which refers to the results that are consistent and give same
results in case of repeating the solutions. Thus, the reliability in research helps in gaining the
same consequences if measured repetitively. The reliability concept in conducted study is an
important factor which must be maintained. This factor helps in getting a high amount of
integration between results obtained through different methods. The methods and tools that are
selected for above processes in right way increases the possibilities of getting reliable results.
There are probabilities to get wrong and inconsistent results which are generally the result of
using vast data in research (Singh, 2010). Therefore, it is necessary to collect right information in
exact size and apply it in appropriate way. The other requirement in research is for its validity
26

which is necessary along with reliability. The validity refers to the quality of results that are
obtained with the help of applying right tools. Thus, it is necessary that analysis and findings of
research are matched with the reality. To maintain both the aspects of reliability and validity, it is
necessary to collect right information. It is evident that, for interview process of collecting
information from managers is a difficult task as they remain busy and also it is not easy to access
the information from Pringles which is a well-established organisation of UK. For the solution of
this problem, prior appointments from managers can be taken. Apart from this, it is not possible
to attend each customer and collect his or her responses through questionnaires at a time. Hence,
selected sample of consumers can be contacted through their email Ids so that questionnaire can
be sent to them. These methods will help in collecting the data in easier manner and also the
need of reliability and validity can be maintained.
3.11 Ethical issues
To maintain ethics in the process of research is an important aspect so that later
possibilities of any kind of issue related to moral aspects can be avoided. For this, it is necessary
to maintain the anonymity of samples taken for study purposes if necessary and also to secure the
collected data from them. Their dignity should not be compromised in any way. In case of
present research, it is necessary for the researcher to maintain a degree of enough security as the
information collected from managers of Pringles are highly authentic and can be used in wrong
way if leaked among wrong hands. Besides this, it is necessary to collect information through
ethical way from customers (Tarone, Gass and Cohen, 2013). In other words, the responses
should be collected from consumers on the basis of their consent. Customers cannot be forced to
fill the questionnaire to collect data from them. In present research, it is ensured that all the
information collected from managers and customers are secured and are not collected by means
of force. Bedsides this, it is also taken into consideration that all the data have been maintained
with proper confidentiality so that no personal information of respondents can be leaked.
3.12 Limitations
There are various limitations which are faced when conducting a research which makes it
a difficult task. These difficulties mainly faced at the time of collecting data and also while
selecting sample from the vast population (Kumar, 2014). In present context following
challenges were faced at the time of research:
27

Time limit: It is the major constraint which was faced at the time of research as the topic
of analysing the impact of packaging on brand has a wide scope to study. In this condition, due
to limited time frame, many important factors that should be covered has not been included
which has made the research very precise. Due to limited time period, the selection of sample
size is also taken in less number so that results can be interpreted in less time.
Limited resources: To attain the aims and objectives of the present research, utilisation of
available resources have been done in best possible manner. But due to limited resources, the
scope of study has also become limited. This did not generate the desired outcomes from the
study. Yet it is considered that available resources are used in proper way to maintain reliability
and validity.
28

CHAPTER 4- DATA ANALYSIS
4.1 Introduction
The present chapter is the complex and most crucial part in whole research as the
collected data is analysed in this section. For this purpose, different tools and techniques have
been applied as per the need. The techniques through which the analysis can be done is applied
according to the nature and scope of study in the research. In present study, both methods of
qualitative and quantitative analysis have been applied. With the help of statistical tools, the
quantitative technique of analysis has been implemented while for qualitative analysis, the
explanation has been done which will be based on thematic analysis. The thematic description
for the objective of qualitative analysis will be done for investigation of interviews conducted
with managers of Pringles. The applied tools will be helpful in accomplishing the set objectives
and aim of the research. Moreover, it will make the interpretation of data easier for assessing the
role of packaging in building brand in context of Pringles.
4.2 Data analysis
1: Most of the customers belong to the age group of 20-30 years
Age Frequency Percentage
Cumulative
%
Below 20 years 13 26 26
20-30 years 20 40 66
30-40 years 10 20 86
40-50 years 6 12 98
50 and above 1 2 100
29

Below 20 years
20-30 years
30-40 years
40-50 years
50 and above
0 5 10 15 20 25 30 35 40
26
40
20
12
2
Age
Percentage
Most of the customers belong to the age group
of 20-30 years
Mean 2.2653061224
Standard Error 0.1480471238
Median 2
Mode 2
Standard Deviation 1.0363298663
Sample Variance 1.0739795918
Kurtosis -0.2490193806
Skewness 0.606021916
Range 4
Minimum 1
Maximum 5
Sum 111
Count 49
Finding and analysis: The above figure present the age groups of different customers
selected for the responses. As per the graph it is visible that, most of the customers considered in
30

for acquiring responses belong to the age group of 20 to 30 years which is the most active group
who use to indulge in buying. Very less percentage of 2% is covered by consumers who are more
than 50 years of age. Hereby, the reason is clear as persons of more than 50 years of age are less
frequent in purchasing activities. However, the age group of below 20 years of age are also in
considerable number with 26% as they use to keep themselves updated with the latest trends of
market. Thus their response can give better results. Apart from this, 20% consumers belong to
the age group of 30-40 years as they use to purchase occasionally. The average number of
respondents belong to the 20-30 years of age group while the mode also represents that most of
the respondents belong to the said age group.
2: Majority of respondents are employed
Occupational Frequency Percentage
Cumulative
%
Student 15 30 30
Employed 19 38 68
Retired 4 8 76
Self employed 10 20 96
Unemployed 2 4 100
30
38
8
20
4
Occupational
Student
Employed
Retired
Self employed
Unemployed
Majority of respondents are employed
31

Mean 2.306122449
Standard Error 0.1754587806
Median 2
Mode 2
Standard Deviation 1.2282114644
Sample Variance 1.5085034014
Kurtosis -0.7860440858
Skewness 0.6459008181
Range 4
Minimum 1
Maximum 5
Sum 113
Count 49
Finding and analysis: The above graph represents the occupational level of customers
who were approached for their responses. Among these, it is apparent that large number of
customers with 38% are employed in different occupations. These group of customers are more
likely to have attitude of purchasing at frequent level. This makes them favourable group to
approach for collecting responses. Similarly, 30% of students are approached to collect responses
as they are attentive towards new trends and have different tastes and choices because of which
data can be collected with vast scope. The number of unemployed persons are less that is 4%
which mostly includes women who are housewives or old people. The 20% of consumers
approached are self-employed who use to hold their own business firms. They also use to
purchase at a frequent rates. The above analysis is included in present research as it helps in
getting information about purchasing patterns prevailing among different segment of customers.
Eventually, this reflects that most of the employed persons are more active in purchasing habits
due to which the packaging aspects must be developed as per this section. The major number of
participants who have taken part in the questionnaire filling are employed as the mode is 2 which
represents the mentioned group. While the standard deviation is 1 which represent that the
deviation may occur which will be more towards 1 that is students group.
32

3: Consumers frequently shop for the Wafers.
How often do you shop for Wafers? Frequency Percentage
Cumulative
%
Very frequently 15 30 30
Frequently 18 36 66
Occasionally 12 24 90
Not often 3 6 96
Never 2 4 100
Very frequently
Frequently
Occasionally
Not often
Never
0
5
10
15
20
25
30
35
40
30 36
24
6 4
How often do you shop for FMCG products?
Percentage
Consumers frequently shop for the Wafers.
Mean 2.2653061224
Standard Error 0.1536835421
Median 2
Mode 2
Standard Deviation 1.075784795
Sample Variance 1.1573129252
Kurtosis 0.0636047901
Skewness 0.6955633306
33

Range 4
Minimum 1
Maximum 5
Sum 111
Count 49
Findings and analysis: The theme has depicted the customers' frequency towards their
purchasing for wafers. This will make it clear further analysis as they are based on the relevant
matters. The above graph which represents the percentage of customers who use to shop for
FMCG products are shown. It is apparent that about 36% of customers frequently use to
purchase products of wafers and 30% are very frequent in buying of such goods. On other hand,
only 4% of customers are there who does not use to shop for wafers which is very less. Close to
it, 6% percent are the customers who are not very often in this work while 24% are indulged in
purchasing of wafers occasionally. The analysis has shown that customers frequently purchase
the FMCG products like wafers where it is necessary to have a good packaging along with logo
of brand so that it can be a recognisable product from them. As per the above table, it is evident
that the mean is 2 which shows that the average number of respondents frequently use to shop
for wafers. The mode of the data also represents that highest frequency belongs to the same
group.
4: Customers prefer products of specific brand
Do prefer products of specific brand? Frequency Percentage
Cumulative
%
Always 16 32 32
Mostly 20 40 72
Rarely 10 20 92
Never 4 8 100
34

Always
Mostly
Rarely
Never
0 5 10 15 20 25 30 35 40
32
40
20
8
Do prefer products of specific brand?
Percentage
Customers prefer products of specific brand
Mean 2.0612244898
Standard Error 0.1317341274
Median 2
Mode 2
Standard Deviation 0.922138892
Sample Variance 0.8503401361
Kurtosis -0.4770360777
Skewness 0.5399103592
Range 3
Minimum 1
Maximum 4
Sum 101
Count 49
Findings and analysis: The present graph depicts the preferences of customers towards
branded products to purchase for. Here, it is clear that 32% of consumers use to shop for branded
products only. About 40% from 50 customers, most of the times prefer to have products of good
35

brand. The reason behind this is quality which is offered by branded products due to which
customers have more confidence on the branded goods while making buying decision. While
only 8% of people are those who does not consider brand of the products to purchase any goods.
About 20% customers are those who rarely lay their emphasis towards brand of the product.
Therefore, highest percentage is covered by consumers who use to purchase as per the brand.
According to this analysis, it has been found that branded products are more preferable by
consumers for which companies must make better packaging which can demonstrate the brand of
the organisation in effective way. The data shows that customers mostly prefer the products of
brand which is supported by the results obtained from mean and modes.
5: The purchase decision is influenced by brand identity
Brand identity influences the purchase decision. Frequency Percentage
Cumulative
%
Strongly disagree 3 6 6
Disagree 8 16 22
Neutral 4 8 30
Agree 20 40 70
Strongly agree 15 30 100
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
0
5
10
15
20
25
30
35
40
6
16
8
40
30
Brand identity influences the purchase decision.
Percentage
The purchase decision is influenced by brand
36

identity
Mean 3.7755102041
Standard Error 0.168186875
Median 4
Mode 4
Standard Deviation 1.1773081252
Sample Variance 1.3860544218
Kurtosis -0.3287311285
Skewness -0.8204353759
Range 4
Minimum 1
Maximum 5
Sum 185
Count 49
Findings and analysis: Many customers mostly like to purchase products that are of
some recognised brand. So it is obvious that a renowned brand can easily affect the buying
decision as customers find them trustworthy. The present theme has focussed on same belief and
acquired responses for it. The figure shown here represents the decision of customers to shop for
products which is influenced by brand identity created by organisations. The data has shown that
40% consumers agree on this belief that brand identity plays an important role in affecting the
buying decision of clients. 30% are those who have much more agreement towards this
assumption which is quite large against 6% of those customers who completely disagree on this
statement. 8% consumers are neutral on this topic and 16% use to disagree and believe that the
brand identity has no role in influencing decision of buyers. This analysis proves that if
customers recognise the specific brand of a product, then their decision to buy it will be impacted
to a great extent. The mode and mean of the data presented in the table shows the figures of 4
respectively which shows that there are most of the respondents who are agree to the fact that
decision of purchase is influenced by the identity of brand.
37

6: Packaging is a crucial aspect in product recognition
Packaging is a significant aspect of product
recognition Frequency Percentage
Cumulative
%
Strongly disagree 3 6 6
Disagree 5 10 16
Neutral 6 12 28
Agree 18 36 64
Strongly agree 18 36 100
6
10
12
36
36
Packaging is a significant aspect of product recognition
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Packaging is a crucial aspect in product
recognition
Mean 3.8571428571
Standard Error 0.1570345947
Median 4
Mode 4
Standard Deviation 1.0992421632
Sample Variance 1.2083333333
Kurtosis 0.385981624
38

Skewness -0.9811334915
Range 4
Minimum 1
Maximum 5
Sum 189
Count 49
Findings and analysis: The study based on analysing the role of packaging has focussed
on theme of deciding the packaging aspects in recognition of products. The products become
easily identifiable that can offer different attributes in packaging. The role of packaging in
recognition of products is shown in this pie chart which states that 36% of customers are
completely agree on this belief. Among this, 10% of consumers use to disagree the fact and does
not accept the role of packaging in product recognition. Besides this, 6% strongly disagree
whereas 36% are strongly agree which is quite considerable to note. Apart from this, 12% of
clients are those who does not consider this point in any way, hence they are neutral on this
subject matter. Therefore, it can be said that packaging which appropriately depicts the brand
image and other attributes of a particular brand, then it will definitely help in creating an
identification of the product for customers. The packaging is a crucial aspect of product
recognition which is also evident in the table and data presented above which shows mean and
mode at 4.
7: Other brand's chips are eaten by customers.
Have you ever preferred chips of other brands? Frequency Percentage
Cumulative
%
Yes 28 56 56
No 13 26 82
Don’t remember 9 18 100
39

Yes No Don’t remember
0
10
20
30
40
50
60
Have you ever eaten Pringles Chips?
Percentage
Other brand's chips are eaten by customers
Mean 1.6326530612
Standard Error 0.1117801138
Median 1
Mode 1
Standard Deviation 0.7824607964
Sample Variance 0.612244898
Kurtosis -0.9282878508
Skewness 0.7623928968
Range 2
Minimum 1
Maximum 3
Sum 80
Count 49
Findings and analysis: The graph depicts the responses of customers towards the other
brand of chips. This shows that the other products are quite popular and have eaten by 56% of
customers. While only 26% are those who have given negative response towards eating other
40

chips. Among these, some 18% are those consumers who don't remember that they have eaten
the chips of any particular brand or not. This analysis shows that the highest number of
consumers have eaten the different brand chips in market among 50 customers taken from the
population. This analysis shows that packaging of Pringles that contained a number of
information and logo of the brand is recognised by customers as they remember that they have
eaten said company's chips. The above data and table have shown the responses of customers
about their experience of eating Pringles chips. As per the median and mode the result is 1,
which shows that they have eaten this brands' chips. While the mean is 2 which shows that
average number of customers have not eaten the stated brand's chips.
8: Packaging of Pringles is the important aspect of product that attracts customers
Packaging of Pringles is an attractive product
aspect Frequency Percentage
Cumulative
%
Strongly disagree 7 14 14
Disagree 3 6 20
Neutral 4 8 28
Agree 21 42 70
Strongly agree 15 30 100
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
0 5 10 15 20 25 30 35 40 45
14
6
8
42
30
Packaging of Pringles is an attractive product aspect
Percentage
41

Packaging of Pringles is the important aspect
of product that attracts customers
Mean 3.7346938776
Standard Error 0.1862070162
Median 4
Mode 4
Standard Deviation 1.3034491136
Sample Variance 1.6989795918
Kurtosis 0.0945834701
Skewness -1.0707940173
Range 4
Minimum 1
Maximum 5
Sum 183
Count 49
Findings and analysis: In present theme, analysis has been done on packaging of
Pringles to know that whether it attracts the customers positively or not. The above graph
represents the responses of consumers towards the packaging of Pringles. The above figure
entails that a large number of customers covering 42% are agree towards this notion that
packaging of Pringles is presents attractive products aspect. About 6% consumers are not agree
in this aspect and 14% use to completely disagree on this. With this belief, about 30% of
customers gave positive response that packaging of Pringles possess attractive product aspect.
8% consumers are neutral on this where they have no particular perception about it. The analysis
shows that packaging used by Pringles is the most attractive attribute that has helped in making
its brand recognisable among customers as it use attractive colours, convenient packaging, good
design and labelling. The mean, mode sand median of the responses collected from customers
have obtained at 4 which shows their strong support about the belief that packaging of the
mentioned brand is most significant aspect of the Pringles in attracting consumers.
42

9: Brand identity of Pringles has been developed by its packaging
Packaging of Pringles helped in developing brand
identity for me Frequency Percentage
Cumulative
%
Strongly disagree 6 12 12
Disagree 9 18 30
Neutral 3 6 36
Agree 13 26 62
Strongly agree 19 38 100
12
18
6
26
38
Packaging of Pringles helped in developing brand identity for me
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Brand identity of Pringles has been developed
by its packaging
Mean 3.6530612245
Standard Error 0.2031868138
Median 4
Mode 5
Standard Deviation 1.4223076966
Sample Variance 2.0229591837
Kurtosis -1.0152580055
43

Skewness -0.6634493347
Range 4
Minimum 1
Maximum 5
Sum 179
Count 49
Findings and analysis: The above pie chart represents the responses of customers about
creation of brand identity by Pringles. The present theme has focussed particularly on cited
product and gained responses of customers in context of building brand by packaging of
Pringles. It is evident that largest part is covered by those customers who are strongly agree on
this aspect that brand identity created by mentioned product in market is due to its packaging.
Likewise, 26% of customers also believe to a large extent that packaging has played an important
role in building a brand identity for Pringles. Whereas, 18% clients are against this statement and
does not assume this belief to be true. 12% strongly disagree on this while 6% are neutral on role
of packaging in building brand identity. The above analysis has shown that Pringles has made its
brand image through packaging to a large extent that makes clear about the role of packaging in
brand recognition. In response of the question related to whether the brand identity of Pringles
have been and by its packaging,, it is clear that most of the customers agree to this fact. The fact
is supported by the calculated mean and median that is 4 supporting agreeable responses. While
the mode is 5 which favours the strongly agree fact of the response.
10: Packaging of product helps in brand recognition
Does product packaging helps in brand recognition
for you? Frequency Percentage Cumulative %
Yes 35 70 70
No 15 30 100
Not sure 0 0 100
44

Yes No Not sure
0
10
20
30
40
50
60
70
80
70
30
0
Does product packaging helps in brand recognition for you?
Percentage
Packaging of product helps in brand
recognition
Mean 1.306122449
Standard Error 0.0665224735
Median 1
Mode 1
Standard Deviation 0.4656573147
Sample Variance 0.2168367347
Kurtosis -1.301191707
Skewness 0.8681390938
Range 1
Minimum 1
Maximum 2
Sum 64
Count 49
Findings and analysis: Theme has shown that customers agree on this point that
packaging aids in recognition of a brand. A unique packaging will always be remembered by
45

customers and they will identify it easily among other products. Thus, it will be easier to
establish a brand in market through specific attributes of packaging. The above graph has shown
the responses of customers on creation of brand recognition due to a role played by packaging.
Here, it is apparent that 70% of clients are in favour that packaging has an important role in
building a product's brand identity. No customers have shown any haphazard response on this
statement. While about 30% are not in favour of this assumption and does not consider it true
that packaging has any role in brand recognition. As the majority of respondents have given their
view that product's packaging helps in making brand recognisable, it proves that packaging is
important in creating brand image of a product.
11: Packaging of product is crucial for making buying decision
Product packaging is one of the crucial part of your
buying decisions. Frequency Percentage Cumulative %
Yes 40 80 80
No 7 14 94
Not sure 3 6 100
Yes
No
Not sure
0 10 20 30 40 50 60 70 80 90
80
14
6
Product packaging is one of the crucial part of your buying decisions.
Percentage
Packaging of product is crucial for making
buying decision
46

Mean 1.2653061224
Standard Error 0.0813131503
Median 1
Mode 1
Standard Deviation 0.5691920518
Sample Variance 0.3239795918
Kurtosis 3.4152246954
Skewness 2.0856466977
Range 2
Minimum 1
Maximum 3
Sum 62
Count 49
Findings and analysis: The theme has shown that packaging of any product is a crucial
aspect that helps in impacting purchase decision of buyers. It is a general notion and belief that
customers use to buy those products that are attractive by way of their presentation and
packaging. The graph shown here has depicted the responses of customers on the notion that
packaging of product impacts the buying decision of consumers. Here, 80% of customers favour
this subject which clearly shows that packaging of product has an important role in impacting the
purchase decision of consumers. Among these, 6% are not sure about this role of packaging
hence they are no consideration. 14% are those clients who are against this belief and disagree
that packaging has any role in affecting buying decision of consumers. As per the analysis, it is
clear that majority of customers have given their view in positive way that packaging has a
considerable role in impacting the buying decision which proves that it is also helpful in creating
brand image in customer's mind. The packaging of a product is important while making decision
for purchase, this fact is strongly supported by the customers which is implied by the figures of
mean, median and mode that is 1.
12: Packaging of Pringles represents quality of product
Packaging of Pringles depicts product quality. Frequency Percentage Cumulative %
47

Strongly disagree 0 0 0
Disagree 9 18 18
Neutral 3 6 24
Agree 22 44 68
Strongly agree 16 32 100
18
6
44
32
Packaging of Pringles depicts product quality.
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Packaging of Pringles represents quality of
product
Mean 3.8979591837
Standard Error 0.1522085091
Median 4
Mode 4
Standard Deviation 1.0654595636
Sample Variance 1.1352040816
Kurtosis -0.5894237043
Skewness -0.759016969
Range 3
48

Minimum 2
Maximum 5
Sum 191
Count 49
Findings and analysis: The theme have represented that the packaging aspect of Pringles
is affective which is able to show the quality of product as well. It is generally seen that most of
the products whose packaging is attractive and unique, customers easily make decision to buy it
as it shows the quality of brand as well. The present picture represents various responses of
customers on the quality of Pringles that is presented by its packaging. It is clearly visible that a
very large part of consumers agree with this statement. 44% customers agree that because of
packaging method used by said company, it depicts the quality of product in effective way. 32%
among those highly believe on this statement that quality of product is depicted through
packaging in a better way. From this, 6% of clients are neutral and gave no proper response. On
other hand, 18% are consumers who disagree this side and does not accept the role of packaging
in presenting quality of Pringles. The packaging of Pringles contain various information as well
as attractive features that reflects the superior quality of a product where holograms referring to
its standardised quality is also shown. As per the mean, more than the average person are agree
to the fact that packaging of Pringles is helpful in presenting the quality. While the median and
mode that is 4 represents the frequency which is in support of favour that packaging of Pringles
is helpful in depicting the quality.
13: Packaging of Pringles attracts more to choose it as compare to other products
Does packaging of Pringles attracted you in
choosing product over other products? Frequency Percentage Cumulative %
Yes 26 52 52
No 10 20 72
To some extent 14 28 100
49

Yes
No
To some extent
0 10 20 30 40 50 60
Does packaging of Pringles attracted you in choosing product over other products?
Percentage
Packaging of Pringles attracts more to choose
it as compare to other products
Mean 1.7755102041
Standard Error 0.1246263331
Median 1
Mode 1
Standard Deviation 0.8723843315
Sample Variance 0.7610544218
Kurtosis -1.5445467202
Skewness 0.4631188081
Range 2
Minimum 1
Maximum 3
Sum 87
Count 49
Findings and analysis: Here, the theme has laid emphasis on packaging aspect of
Pringles as compared to other brands of similar product which makes the cited brand more
50

preferred over others. The graph shows different responses given by customer towards their
perception in choosing Pringles over other similar products. The responses show that more than
50% of consumers have given positive response that Packaging of mentioned product is able to
draw attention of customers in choosing it. 20% people consider other products as they are not
attracted by packaging of Pringles. Further, about 28% are those consumers who use to choose
this brand to some extent over others due to its attractive packaging. The analysis shows that
packaging of Pringles is very attractive depicting important information as well as better design
that has made it a preferable brand over others because most of the consumers recognise the
brand. The average number of persons are not agree with the above theme while most of the
persons are agree in this fact which is represented by median and mode of the responses which is
1.
14: Logo of product in packaging is the most preferred factor.
Kindly mark the aspects which you feel is most
appropriate for you
How important are these packaging elements for
you
Very
high High neutral Low
Very
low
Usability 19 18 5 4 4
Labelling 16 20 5 6 3
Logo 28 13 3 4 2
Shape 18 18 4 6 4
Convenience 20 18 5 4 3
51

19
16
28
18
20
How important are these packaging elements for you
Usability
Labelling
Logo
Shape
Convenience
Findings and analysis: The theme of this analysis mainly focuses on major elements of
packaging that are generally preferred by consumers and hence they get attracted from
packaging. The above analysis represents the degree of importance given by customers on
various elements of packaging as per their priority. Here it is evident that, in customers' point of
view, the logo of company plays most important role in packaging. After this, consumers give
their preference to usability and convenience side of the packaging. Labelling and shape of
packaging is also an important factor which is considered by customers in most cases. But
overall it can be said all above elements of packaging has an effect on customers and also
important to be considered in packaging aspect. The logo used in the product's packaging is an
important aspect as it shows the originality of the brand so that customers can easily recognise
their preferred product among various options.
4.3 Data analysis- Interview
Theme 1: Packaging influence consumer's purchasing decision
On being asked about the impact of packaging on purchase decision of the consumers
managers revealed that packaging has a positive influence on consumer choices and product
selection within the market. One of the manager said that packaging helps in developing product
identity which is a significant part of product identity within variety of different products.
Another manager said packaging to be an attractive factor which help companies in enhancing
brand image within the market. Hence the overall evaluation reflected that Packaging influence
consumer's purchasing decision which has helped Pringles in developing a unique market
52

demand. The responses of various managers were quite similar as all of them told different
features of packaging which ultimately impact the buying decisions of customers.
Theme 2: The major benefits of effective packaging
On being asked about the benefits of packaging within the market managers revealed it to
be one of the significant aspect of products demand. Majority of the managers said that a
packaging has major benefits for the business. The growth and development of the company are
critically associated with the defined factors. As per one of the manager packaging helps in
creating a significant brand identity in the market. This helps the business in creating brand
awareness for different products and services. Another manager said that packaging is an
investment for the business which in present world is working as personal selling element for the
business. Hence it can be clearly analysed that packaging has major impact on business
development and packaging aspects. Apart from this, managers have admitted that through
proper packaging, major advantage is to make an image of brand in customer's minds when they
recognise their product through packaging aspects.
Theme 3: Crucial elements of packaging that affect purchase decisions of buyers
The packaging aspect has created a significant impact on product identity and growth in
the market. Different elements were identified by the managers with regards to related subject.
As per the evaluation elements such as labelling design, logo and packaging material are the
significant aspects of the subject. Majority of the managers said that labelling is one of the major
element which is critically identified by the business unit. However one of the managers revealed
that current competition demands the business to provide value to the consumers through
products offered. Hence packaging shape and design is a major element being considered in the
stated aspect. Thus, various aspects in packaging like shape, design, material, attractive logo etc.
is some major aspects that help in impacting buying decision of customers.
Theme 4: Specific attributes of Pringles that attract customers
On being asked about the specific feature of Pringle majority of managers said that the
packaging and shape of the product has helped it in creating unique market identity. One of the
manager said that the product has developed a premium brand identity in the market due to its
effective packaging. Another manager revealed that the effective packaging of the product has
helped it in developing market edge. However the contradictory aspect on the subject was
53

attained that product taste and quality factors are the elements which make Pringles unique and
highly demanded product in the market.
Theme 5: Packaging of Pringles have contributed in enhancing brand recognition
The theme focused on analysing the impact of packaging on brand recognition within the
market. As per the evaluation it was evaluated that packaging in the present era is considered as
one of the significant aspect of the business growth and development. Pringles has effectively set
the example for the same. Managers of the business analysed that the unique packaging aspect of
Pringles has helped P&G in building significant brand image within the competitive market. The
said brand make modifications timely in its packaging like in shape and design of can in which
Pringles are available, use of mascot in the package that attracts customers. All these factors
have made it quite recognisable brand.
Theme 6: Packaging has a significant role in building brand image of business
The managers of Proctor and Gamble were approached for for interview where they were
asked for impact of packaging in on building brand image for business where one of the manager
told that previously packaging was used to protect the content in it but later on it developed as a
powerful technique that attracts customers and hence contribute in building brand. Another
manager stated that packaging presents the entire company as a silent promoter for brand where
customers get a lot of information through this. A common view of managers was presented for
this statement where they told that with the increase in packaging aspect its role has increased in
the business as it presents those attributes that previously explained by salespersons. The
packaging acts as a silent salesperson for company depicting various information as well as
attractive attributes of the product which helps in creating brand image in customer's mind.
54

CHAPTER 5- CONCLUSION AND RECOMMENDATION
5.1 Introduction
The last chapter of the present research contains conclusions and recommendations. Here,
various findings and analysis done in above sections will be mirrored. All the findings will be
presenting major conclusions that are based on studies done with help of assorted data and
information collected through different sources. This will help the reader to find the gist of whole
research conducted on role of packaging in context of Proctor and gamble in easier way. Besides
this, there are recommendations as well which will reflect some strategies and activities that
should be embraced by said company to enhance growth and development in competitive
environment.
5.2 Conclusion
The entire study conducted in above sections clearly shows that the packaging has an
important role in building brand of the products. For the support of this fact, various theories and
models have been applied which makes it easier to reach at a conclusion. It is also evident here
that business organisations use to focus on packaging aspects of their products more as it is true
that 'First impression is the last impression'. Therefore, with this concept, firms are nowadays
trying to come up with different innovations in their packaging styles so that they can attract a
large number of customers. In the present dissertation scholar has provided sufficient material
which explains about features of packaging in depth. It was the objective of the study and with
the help of this it can be concluded that packaging influence the mind of consumers and create a
unique image in the mind of users. By this way they get positive and it helps in increasing brand
image of the organization. Another objective of the dissertation was to analyses the factors t hat
contribute in building brand image. From the study it can be articulated that quality and well
balanced communication are two biggest elements that can help in building brand reputation.
From the study it is found that if company provides quality packaging and communicate well
with the consumers thus they will get to know about products and will feel satisfy. By this way
brand image of the company will get improved. Role of packaging has been addressed in the
study deeply. Dissertation has achieved its objectives. The product of P&G that offers Pringles
chips is an example in market that presents itself with a packaging style that offers uniqueness.
The present study has focussed on similar aspects of said company and has analysed the role of
55

packaging in building brand. It is also apparent that the present brand has created a good image
among customers through its packaging style which delivers convenience and highlights the
brand of product. This has made the company able to create a hype in market with increased
demand of product. For all the objectives enacted for research purpose, some conclusions have
been reached upon.
To identify range of factors that builds brands of business
It is apparent that there are a large number of factors that help in building a brand of
business in market. A single factor cannot be alone responsible for making a product's success.
From these factors packaging is a primary factor that helps in creating goodwill of business and
in successful establishment of brand. The packaging is an aspect that should be focussed upon as
it is the first aspect that catches the eyes of customers. From the above research it is found that
various aspects can be included in packaging of a product that makes it complete and attractive.
The pack of a product contains a range of information, brand, logo, attractive colours and various
other contents that a customer wants to know. The presentation of all these things in a single
pack in attractive way can provide a path for success by attracting consumers. Pringles have done
the same which is evident from the study as it presents attractive packaging that attracts
customers of all ages.
To understand the benefits obtained by designing effective packages of the product
As per above discussion the package of a product is a major prospect that helps in
building a brand. Besides this, there are numerous benefits that are offered by effective
packaging of a product. The study on analysing the role of packaging makes it clear that
packaging does not offer only the brand of product but it also provides various benefits that are
useful for business as well as for buyers. The effective packaging helps in providing
opportunities to business as they can make researches and can come up with various innovations
in this field. This will directly impact the decision of buyer to purchase. Along with this, it is
evident that nowadays, consumers use to buy those products that are convenient to handle and
have god appearance as well. Besides this, because of increased health issues people consider
packed products more. Hence, the business firms can make developments in this regard to offer
differentiation in their packaging elements. The Pringles use to supply its product in a tube
shaped paper-board can that has a plastic lid. The said brand has always presented its products in
56

market with different innovation in packaging on timely basis that has made the brand successful
in market.
To assess the unique attributes present in product range of P&G
The products of Proctor and Gamble (P&G) are numerous which consists of goods in
different ranges. The said company use to focus on its branded products so that each commodity
can be identified with its uniqueness. The products made by organisations are fully based on its
market study that gives information about customer's preferences and the patterns according to
which they make buying decisions. Because of this focus, firm has attained such a successful
image in the market. In context of present study, the major stress is laid on packaging aspect of
Pringles. On this basis, various conclusions have been made on prospects that are offered by
Pringles through packaging. The logo of product is featured in the form of a mascot representing
it which has created a unique identity in market. The mascot alone creates an identity of brand
which is shown in its attractive packaging.
5.3 Recommendations
There are various factors due to which Pringles have attained a high success rate in
market. With increased competition in market, said product is now facing alarming challenges
that necessitates to bring some impacting strategies in its packaging styles so that it can make
sustainable competitive advantage. For this, from above study and conclusion, there are some
recommendations that can help company in creating mores sales.
 The said product has made its identity in market through its unique packaging style. Due
to this the firm has attained a large market share and a reputed position as well. But in
present situation, it is also apparent that many competitive organisations have also
entered in market with their unique attributes in packaging style. Thus, the market share
of Pringles may go down as consumers will easily find substitutes of the product.
Therefore, it is required by the entity to develop its packaging style now with changes in
time.
 Pringles can make an innovation in its packaging through development in its usability
factor. The customers will prefer to buy products that are of utility and also offering some
convenience to handle it. This change in packaging style will definitely help the company
in increasing the demands of product. This will increase the value proposition for
57

customers with a change in appearance and utility. Besides this, firm should also develop
its promotional strategies so that it can communicate with the customers more and
influence their decision to make purchase.
 Pringles should use automate communication technologies that will help in making
effective coordination between warehouse and accounting departments. By this way cited
firm will be able to deliver quality products on time.
 Pringles should work on reducing wastage. For that it needs to use recycled package
material. It will help in reducing the amount of virgin material.
58

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The present research will illustrate different attributes which the companies should
incorporate in their packing style, in order to build a brand name. There are varied factors which
influence the process of branding and the companies should necessarily take into account.
Questionnaire for Customers
1) Name:
Gender
 Male
 Female
2) Age
 Below 20 years
 20-30 years
 30-40 years
 40-50 years 50 and above
Specific information
3) How often do you shop for Wafers?
 Very frequently
 Frequently
 Occasionally
 Not often
 Never
4) Do prefer products of specific brand?
 Always
 Mostly
 Rarely
 Never
5) Brand identity influences the purchase decision.
 Strongly disagree
 Disagree
 Neutral
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 Agree
 Strongly agree
6) Packaging is a significant aspect of product recognition
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
Kindly mark the aspects which you feel is most appropriate for you
How important are these packaging elements for
you
Very
high
High neutral Low Very
low
Usability
Labelling
Logo
Shape
Convenience
7) Have you ever eaten Chips?
 Yes
 No
 Don’t remember
8) Packaging of Pringles is an attractive product aspect
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
9) Packaging of Pringles helped in developing brand identity for me
 Strongly disagree
 Disagree
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