Analysis of Consumer Perception and Purchase Behavior

The provided document is an analysis of consumer perception and purchase behavior towards Nestle products, with a focus on the impact of packaging. The assignment includes a questionnaire to gather demographic information and understand how consumers perceive Nestle's products, including their brand name and image, product description, and packaging. It also asks questions about the importance of packaging in buying behavior and whether consumers believe Nestle should improve its product packaging. The document provides references to studies on the effects of packaging on consumer perception and purchase behavior, demonstrating a thorough approach to understanding consumer preferences and behaviors.

RESEARCH PROJECT

TABLE OF CONTENTS
LO 1.................................................................................................................................................1
1.1 Formulate and record possible research project outline specification..............................1
1.2 Identify the factors that contribute to process of research project selection....................2
1.3 Undertake a critical review of key references..................................................................3
1.4 Research project specification .........................................................................................4
1.5 Appropriate plan and procedure for agreed research specification .................................5
LO 2.................................................................................................................................................6
2.1 Resources which required in the research........................................................................6
2.2 Research investigation on the basis of determined specification and process.................6
2.3 Descriptive statistic of records and relevant data.............................................................7
LO 3.................................................................................................................................................9
3.1 Appropriate research evaluation techniques.....................................................................9
3.2 Data Interpretation and its analysis..................................................................................9
3.3 Recommendations and Justification areas for further consideration..............................12
LO 4...............................................................................................................................................13
4.1 Research Outcomes and personal reflective to justify the valid conclusion..................13
REFERENCES..............................................................................................................................15
APPENDIX....................................................................................................................................17
Appendix 1: Questionnaire...................................................................................................17

LO 1
1.1 Formulate and record possible research project outline specification
Background of study
Product packaging is part of marketing mix, detailing about the new products at the time
of product campaign and pricing patterns. For the organisation it shows the creativity level,
cutting-edge qualities, innovation, modernization and brand image. According to Simmonds and
Spence (2017) it is defined as preparing the products outlet and process of scheming, evaluating
and for the production of the packages. To attract the customers, firms have to make strategies
regarding various packaging factors that can promote their products and influence customers to
buy those goods.
Following research is about various factors regarding the packaging and different
characteristic that are used by the firm. It includes colour, size, packages, style and elements
used for packaging the products. The rationale behind choosing the topic was to understand the
ever-changing and evolving consumer lifestyles, accelerating self-service and digital technology
that has changed the marketing world broadly. The research will provide better insight and in-
depth data for companies related to generating effective packaging strategies. Along with this,the
research shows how appropriate packaging design elements and attributes attracts customers and
provide competitive advantages to the firm. To understand in details Nestlé firm has been taken
for analysis.
Aim of research: To understand the relationship between packaging characteristic and
customer-based brand performance- A Case study on Nestlé.
Objectives of research
 To find out extent how product packaging influences buying behaviour of Nestlé's
customers.
 To identify various elements that perceives customers in their buying behaviour.
 To measure and assess the importance of product packaging label and the way they area
attracted to the products.
 To recommend ways by which Nestle can improve its packaging and customer-based
brand performance.
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1.2 Identify the factors that contribute to process of research project selection
There are numerous factors that have contributed towards the research project. To
understand the customer perspective over anything firm has to make great decisions.
Additionally, after receiving the proposal the work load increases. They have to chose viable
options and select best out of them for conducting the research. Project selection is the method
and approach made to achieve effective outcomes and to maintain priority of the project. Here
suggestion regarding the project is provided based on brief of the project highlighting its
description.
Factors that have contributed to research project selection:
Without research problems no research-process are made. In order to gain about the
objectives various variables are needed to be identified and research must have hypothesis
statement. Hypothesis is relationship of various variables and population.
In the beginning research problems are solved after that sources are identified. Further,
consideration and procedure for formulating the research problem are mentioned. In the
following research variable identification are done through 4 measurable scales and 3 variables
which are mentioned below:
 People
 Phenomena
 Problems
 Program
For formulating the research following problem formulation were identified:
1. Variables are considered as important and measurable factors that can have more than
one value. They can be dependent, extraneous and independent variables.
2. Normally, there are 4 types of measurement scale for any research that are used to
classify them, these are: Interval, nominal, ordinal and ratio scale.
3. The variables relationship and uncertain outcomes are carried out by hypothesis
statement. This are used by the researchers for formulating the theory part if it was found
to be true. They are very essential and are required for the analysing and interpreting the
data.
1.3 Undertake a critical review of key references
To find out extent how product packaging influences buying behaviour of Nestlé's customers.
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According to Truong and et. al. (2017) there are several controversial problems that are
faced by the food industry regarding their packaging, marketing techniques and nutrition level.
Packaging encourage customers so that they can purchase the products by viewing the product
brands, specification and other details about the brand and product that is inside of packaging.
They are required for maintaining lifelong, loyal consumers (McConnochie and et. al., 2017).
Packaging influences consumer buying behaviour and act as pivotal aspects for them.
Contrary to this Nierobisch, Toporowski, Dannewald and Jahn (2017) states that they are
critical function for marketing communications used by the organization. It acts as 'promotion-
chain' and is highly required for evaluating and predicting consumer buying decision. Now a
day's customers have impulsive buying behaviour towards the product, particularly at the
moment of purchase. Moreover, females are more concerned and are fully aware while making
purchase the products and its consequences of packaging (Dörnyei and et. al., 2017). Customers
have high trust on the Nestle's product and they chose the services as they have adopted tetra
packaging services for their various products.
To identify various elements that perceives customers in their buying behaviour.
According to Kumar and Gogoi (2017) in marketing mix, products are considered for
which packaging is the highest role. It creates the brand awareness and firm uses different tactics
and techniques for gain and influence customers through its s unique packaging strategies.
Contrary to this Simmonds, Woods and Spence (2017) state that for certain customers,
buying decisions, has powerful influence while for other it is only visual elements of package.
They consider that well-designed package presents high product quality. Another researcher
found that high brand image is also a factor why customer chose the product and they do not
prefer the product based on their packaging (Tandon and Sethi, 2017).
To measure and assess the importance of product packaging label and the way they area
attracted to the products.
According to Babu and Ambeesh Mon (2017) as people knowledge level is increasing
and they are more concerned about the products for them packaging plays significant part. It is
the method which is chosen by modern style of living. If firm is having greater market image
they have to majorly focus on attractive packaging, reinforcement, and shiny things.
Additionally, they can overview about the durability, quality and prices through the packaging of
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the products. However, all this things increases the product cost and advertisement expense
(Enama, 2017).
However, as per views Tal, Niemann and Wansink, 2017) in case of many products are
the packaging are used by fake companies and using the same packaging they provide fake and
counterfeit products. This affects the customer's behaviours towards the company and decreases
the reliability of the product. To protect such things, at the time of promotion firm should
mention about the logo and genuine trade mark to maintain originality.
1.4 Research project specification
Research Methodology
 Research design: Descriptive concept
 Research approach: Inductive approach where survey was conducted
 Data collection: Primary and secondary sources of data collection
 Sampling: Simple Random sampling
 Sample Size: Survey question to 200 customers Data analysis: Qualitative technique
Ethical consideration
All the ethical principles are followed and conducted by the researcher while completing
the research. Ethical consideration followed are mentioned below:
 Participants of the research were not harmed in any situations and extra care was ensured.
 Privacy and confidentiality of the participants information was kept and without their
personal approval they will not be revealed.
 All the participant were equally treated and the aim and nature of the study was specified
to them.
 Trustworthy and friendly environment was provided to the candidates.
 During the survey and while completing the research no harm to animals and
environment was made.
Limitations: It is important for researcher to analyse research limitation because it helps in
determining loopholes and obstacle which can hinder study. There are various limitations which
occur at the time of conducting research like, determining sample size framing questionnaire,
analysing participants and observing their views. Apart from this, analysing collected data will
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be the major limitation because it is based on assumption and prediction which is made by
researcher on the basis of observation.
1.5 Appropriate plan and procedure for agreed research specification
Plan and timeline for the research is mentioned:
Key Activities
1st
Wee
k
2nd &
3rd
Week
4th
Week
5th
Wee
k
6th
Week
7th &
8th
Week
9th
Week
10th
Week
11th
Week
12th
Week
Introduction for
the research
Literature Review
Gathering
secondary data
Data analysing
Research Design
Research
Methodology
Developing survey
question
Gathering
customer's reviews
Analysis of
primary and
secondary data
Conclusions and
Recommendations
Completion of
remaining work
Revise and draft
Final Submission
LO 2
2.1 Resources which required in the research
Packaging characteristics are very important for the food and processing industries. There
is great importance to understand the relationship between the packaging and customer-based
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brand performance for Nestle. For effective outcomes research various resources were used to
increase the reliability and validity of the research. Collect of data from respondents was through
surveys and for that financial requirements, time and tools were required. Along with this, data
analysis was done with the help of technology to appropriate and reliable data can be collected.
Additionally, copyrights, legal permission and ethical consideration were taken care while
conducting the research.
2.2 Research investigation on the basis of determined specification and process
According to the (Alvesson and Sköldberg, 2017), surveys provides extensive applied
information, better rationale understanding and has proper construction. It is more clear,
credible, logical and straightforward. The method allow the researcher to review information
which cannot be completed using personal interviews as it would be time consuming and
expensive. The information provided them will help in contradicting the customer's perception
towards Nestle packaging process. Other than this, following tools and techniques were used to
conduct the research.
Research design: Descriptive, exploratory and experimental are types of research design
which researchers can used for surveys (Fletcher, 2017). In this project, regarding to the topic
packaging characteristic and customer-based brand performance details were gathered through
descriptive design by the researchers.
Research approach: Research approach shapes the beginning and end of the research
which is carried out through inductive and deductive techniques. The case study begins with
basic knowledge about packaging in Nestle and end with appropriate suggestion that can
improve company's brand performance and customer-based views. The researcher found
inductive research approach to be effective and easy to apply for the survey.
Research philosophy: Philosophies are the techniques that are used to assess and choice
data collection method (Worthington, and Bodie, 2017). There are various types philosophy that
can be used by researchers. However, two mainly used are interpretivism and positivism. For this
study, interpretivism philosophy has been used as it is scientific techniques and includes various
tools.
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Data collection: It is way data is gathered, and objectives description is provided.
Effectively there are two ways it can be collected these are primary and secondary. For current
project primary data is collected through survey. This data collection methods has been used so
that reasons and solutions of the research problem (Beard and Cook, 2017). For this survey
question were developed. Further, secondary data for the research was collected from the
articles, books, journals, online, research of other authors.
Data sampling: For data sampling, simple random sampling tools were used at this case
study. Market survey was conducted were customers preference and information was gathered.
Further, for them research survey question were framed and responses was collected for
analysing.
Data analysis: It is the interpretation done of the information collected from the surveys (
Research Methodology. 2016). Analysis part is integral part where tools and techniques such
thematic and statistical are used. For present study, thematic method was used where themes
were made.
2.3 Descriptive statistic of records and relevant data
Theme 1: Almost every customer preferred Nestle's products
Ques 1) Do you prefer any of Nestle's products? Frequency
 Yes 50
 No 0
Total 50
Theme 2: Most of the people chose those products by seeing all the factors
Que. 2: What are the things that influence you to buy the products of Nestle? Frequency
 Brand Name and image 3
 Product Description 5
 Packaging 1
 All of the above 41
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Total 50
Theme 3: More than 85% people believe that packaging plays importance for Nestle.
Que. 3: Do you think packaging plays importance in your buying behaviour? Frequency
 Yes 45
 No 5
Total 50
Theme 4: Many customer's have preferred Nestle products and they do not want any
changes.
Que. 4: Do you believe that Nestle must improve their product packaging? Frequency
 Strongly agree 0
 Agree 1
 Neutral 2
 Disagree 44
 Strongly disagree 3
Total 50
Theme 5: More than 99% believe that such conditions have not occurred.
Que. 5: Do you found any product to be damaged or rotten due to packaging
of Nestle?
Frequency
 Yes 1
 No 49
Total 50
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LO 3
3.1 Appropriate research evaluation techniques.
The data was collected by implementing use of semi structural survey where consumers
were targeted. The response of participant will help in depicting their views of company and its
services. This will be effective study because the focus of researcher will be on analysing
opinion of buyers on brand packaging. Survey is the most time consuming process of primary
data collection but on the other hand it is the most effective and reliable way of gathering
information. Further, the researcher has implemented the use of participatory approach for
improving validity and reliability of information.
Participants of respondents will help in collecting logical information which will assist in
enabling credibility to data. In this study the scholar implemented use of qualitative analysis as it
helps in evaluating information in descriptive ways with helps if thematic analysis. The research
is based on descriptive knowledge and theoretical concepts as it enables in depth understanding
over research aims and objective. Thus, researcher implemented use of this information because
it is most easy way of analysing and interpretation information non the basis of observation.
3.2 Data Interpretation and its analysis.
Thematic Analysis
Theme 1: Almost every customer preferred Nestle's products.
50
Yes
No
Interpretation:
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Above mentioned chart show that there are 50 respondent out of 50 who stated that they
were using the products of Nestle. Hence, above chart reflect that Nestle is world most preferred
brand.
Theme 2: Most of the people chose those products by seeing all the factors.
Brand Name and image
Product Description
Packaging
All of the above
0
5
10
15
20
25
30
35
40
45
3 5
1
41
Interpretation:
From the above chart it shows that there are 41 respondents who stated that before buying
the products they overview almost all the things. On the other hand, there are 3 participants who
said that Neslte brand image and name are enough for them. 5 supported for product description
and 1 mentioned packaging. Hence, it is clear that most of the people chose those products by
seeing all the factors.
Theme 3: More than 45 people believe that packaging plays importance.
10

Yes No
0
5
10
15
20
25
30
35
40
45
45
5
Interpretation:
Aforementioned chart show that there are 45 respondents who state that packaging plays
importance for them. On the other hand there are 5 people who said that they have trust on the
company and they prefer without overviewing the packaging. It can be interpreted that people
believe that packaging plays importance.
Theme 4: Many customer's have preferred Nestle products and they do not want any changes.
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44
3
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Interpretation:
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It can be analysed from present theme that, 44 respondents among 200 disagree with the
current asked statement to them. There are only 3 number of people that are strongly disagree
that Nestle should make modification in their packaging. 2 have no response, 1 agreed and 0
people strongly believed that they should change packaging of certain products which they
preferred. Further, it shows that decisions are taken that by management based on customers
aspects that why people chose Nestle and they do not want any changes.
Theme 5: More than 49 customers believe that such conditions have not occurred.
Yes No
0
5
10
15
20
25
30
35
40
45
50
1
49
Interpretation:
From the present theme, people found damaged or rotten products due to packaging of
Nestle is analysed in proper manner. It can be found that 49 respondents are on the other hand
side, only 1 found products damaged. It can be the reason that problems in the storage where
mice or insects have damaged the products. However, the results shows that for 98% people such
conditions have not occurred.
3.3 Recommendations and Justification areas for further consideration.
Research limitation
The first limitation was that the research respondent's were mostly before the age of 40
which could have affected the validity of sample. All age person must be considered in the
research. The second limitation was that it is company related so there may be customers that
buy the product due to brand image and does not overview the packaging level. Moreover, it was
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analysed at city areas where people are more conscious about health, chances of results may
change at other places.
Recommendation
The research has found that people chose products by overviewing many things.
 Firm should make more such attractive and influencing products.
 They must involve new technologies and techniques to product the products.
 There are large material used for packaging of different products in Nestle the company
should make efforts of recycling and reusing to save environment.
LO 4
4.1 Research Outcomes and personal reflective to justify the valid conclusion
CONCLUSION
Research conducted is to identify relationship between packaging characteristic and
customer-based brand performances. It was found that customers are highly influenced brand
packaging and many more things. The research paper is qualitative in nature and made to
understand customer mindsets. Following were the results for the study:
 There is essential and significant role performed by packaging in persuading consumer
buying behaviour. Nestle uses it as marketing communications at the time of sale.
 Further, it was identified that colour tone, message, attractive features strikes consumers
economical and psychological.
 Moreover, it provides manufacturer advantages from the customers.
 Based on the study it was found that for any product they prefer the products only if they
verify all their aspects. It increases the product reliability, quality and significantly improves the sales volume of
Nestle.
Personal reflective
I conducted the research to examine relationship between packaging characteristic and
customer-based brand performances for the Nestle company. Almost all the people that have
participated uses the products. The firm takes special care while packaging the products. There is
management team that build tactics and strategies so that customers can prefer more of their
products. It highly influences customers perception and viewpoints. In today's people are more
educated towards preferring the product. They overview each and every things about the
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products and them make purchase for it. The research-has provided me deeper knowledge about
the product choosing criteria based on packaging.
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REFERENCES
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Simmonds, G., Woods, A. T. and Spence, C., 2017. ‘Show me the goods’: Assessing the
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Online
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