Relationship between Packaging Characteristic and Customer-Based Brand Performance

This presentation explores the relationship between packaging characteristic and customer-based brand performance, focusing on a case study of Nestle. It aims to understand how product packaging influences buying behavior, identify elements that impact customer perception, measure the importance of packaging label, and provide recommendations for improving packaging and brand performance.

To understand the relationship between
packaging characteristic and customer-based
brand performance- A Case study on Nestle.
Research Project

Research aim and objectives
Aim of research:
 To understand the relationship between packaging characteristic
and customer-based brand performance- A Case study on
Nestlé.

Research Objectives
 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.

Research Methodology
Research design: Descriptive concept
Research approach: Inductive approach
Data collection: Primary and secondary sources
of data collection

CONTD....
 Data Sampling: Simple Random sampling
 Sample Size: Simple random sampling.
 Data analysis: Qualitative technique

Theme 1: Almost every customer preferred Nestle's
products.
50
Yes
No

Interpretation
 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.
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.
12
44
3
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

Interpretation
 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 99% 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.

Results of 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.

Recommendations
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.

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CONTD....
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