The Impact and Role of Packaging on Customer Buying Behavior: Cadbury

This report investigates the impact and role of packaging on customer buying behavior, focusing on Cadbury, UK. The study aims to determine how packaging influences consumer purchasing decisions and to identify factors attracting customers. It explores the stages of the buying behavior process, the impact of cultural, social, and psychological factors, and how packaging contributes to brand awareness, quality perception, and security. The literature review examines the work of various researchers, emphasizing the importance of packaging as a promotional technique and its role in marketing development. The report analyzes the functions, benefits, and features of packaging, including its role in branding, providing product information, and aiding in product identification. The findings are intended to offer recommendations for enhancing customer base through packaging strategies.

Impact and role of packaging on
consumer buying behaviour

Contents
INTRODUCTION...........................................................................................................................1
Literature Review............................................................................................................................2
Expected Findings...........................................................................................................................6
Structure of final report...................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
There are different set of expectations that customers have before making any type of
purchases. It is important for the business to make sure that they are able to understand the
requirement of customers and services are delivered accordingly. The rate of competition around
the world is high, main focus of any firms is to gain maximum profit (Raheem, Vishnu and
Ahmed, 2014). For this purpose, they make use of strategies that enable to raise the satisfaction
level of service users. Customers prefer to make use of the products that are able to meet their
needs. Generally, people tent to buy products that are delivered to them at high quality and of
low price. There are promotional strategies that are applied by the business so that positive
perception within the mind can be developed among customers with the help of which the rate of
sales and profitability can be raised. There are condition in which brand image is develop, it
include ways like pricing strategy, quality of products or quantity that is developed, etc. With
this respect, packaging is an important aspects that enable to make the product different from
others (Simmonds and Spence, 2016). There are conditions in which different type of companies
are focused on improving their packaging so that they are able to develop unique identify for
their products. This enables to create or develop interest for the products and purchase decision
are made by customers. So as to carry out the research in effective manner, Cadbury is taken into
consideration. It was founded in the year 1824 and is headquartered in UK. They focus on
understanding the requirement of customers and delivering them services as per their taste and
preferences. The title of research is to understand the impact and role of packaging on customer
buying behaviour for the products of Cadbury, UK. In order to conduct the research effectively,
there are aim and objectives that are set so that viewers are able to understand the main aspects
that will be covered in the research. Below given are the aim and objectives of the research:
Aim:
To determine the impact and role of packaging on customers buying behaviour: A study on
Cadbury, UK
Objectives:
 To understand the factors that contributes customers to make purchases of the products of
Cadbury.
 To identify the impact of packaging in attracting customers.
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 To analysis the role played by packaging in attracting customers for the products
delivered by Cadbury.
 To recommend way to raise customers base through packaging for the products of
Cadbury, UK.
Research Questions:
 What are the factors that contribute customers to make purchases of the products of
Cadbury?
 What is the impact of packaging in attracting customers?
 What are the roles played by packaging in attracting customers for the products delivered
by Cadbury?
Hypothesis:
 H0: There is not impact of packaging on customer buying behaviour for the products of
Cadbury, UK.
 H1: There is significant impact of packaging on customer buying behaviour for the
products of Cadbury, UK.
Literature Review
This is an important part in research as it enables to provide in depth understanding for
the topic selected. There are many researches that are conducted by other investigators on similar
topic. The data that are gathered by them will be effective enough to raise learning and
knowledge for this topic.
According to Wikström, Williams and Clune, (2014) customers behaviour focus on
acquisition and selection of services and goods that are helpful enough to meet their
requirements. In this context, there is various type of processes involved and for this process it
consists of five stages. With this respect, it includes need, recognition and problem awareness.
This is a stage in which the person gets to know the need and this is realised when a problem is
identified. Then it includes search of information. There are many ways that are available so that
the problem identified can be solved. Next stage is evaluation of alternative, it includes
comparison in which best and most suitable way for solving the issue can be selected is
evaluated (White, Lin and Ritchie, 2016). After this, purchase is made and customer tent to
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understand whether he/she was able to meet their desires fulfilled. Lastly, in post purchase
evaluation, customer will decide whether the product was able to meet all their requirement and
they decide whether they will again make the purchases or not.
As per Hartikainen, Roininen and Pulkkinen, (2014) customers can change their decision
of making purchases at any stage of buying behaviour process. Main focus of the firm needs to
be made on understanding the requirement of customers and taking up appropriate steps so that
they are able to make changes in within the mind of customers in positive manner. There are
different types of factors that affect a person towards buying behaviour and they are as follows:
Cultural factor: People who belong from different country have their own diverse type of
culture. The taste and preference of the products will be different. When product which is highly
sold at a country may not be contributing same amount of sales. One of the main reason for such
difference may cultural difference.
Social factors: When a product is purchased by a person and the experience that he/she
had was not positive, then it has negative impact over buying behaviour of customers. Further,
price of the products, quality and quantity also affects the purchase decision (Aday and Yener,
2014). People prefer to make use of the products or services that are delivered to them at high
quality and low price. There is a type of perception that is carried out by people, when price is
low, then quality gets reduced. On the other hand, when price of the product is high, then the rate
of quality will also be high. Further, the income that each of the customers have also affects the
buying behaviour.
Psychological factors: In this aspect, there are four different factors that are included.
These are motivation, beliefs, attitudes and learning. It is important from within to have the
interest and willingness for the products that a person want to buy. It requires to have proper
analysis made in which the firm is able to raise the motivation among customers (Shah, Ahmed
and Ahmad, 2013). In order to do so, packaging is considered as one of the impact strategy that
enables to develop positive perception within the mind of customers. When a person is willing to
buy a product from supermarket, then there are three main aspects that are considered. These are
quantity, packaging and pricing. When the quantity that is provided is similar, price is similar,
then they will prefer to buy the product that has attractive packaging.
Raheem, Vishnu and Ahmed, (2014) stated that packaging is determined to be an
important stage in positioning and strategizing the product in the market. This is a way that
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enables to attract people. In other words, these are used as promotional technique so that
customers are able to develop positive perception within their mind. It is not just helpful enough
to reduce cost and it also enable to achieve operational efficiency. Packaging provides an
indications that what is inside it. This differs from person to person based on the buying capacity.
Below given is impact of product packaging in the marketing world:
Sense of quality: The type of materials that are used by the firm to make the packaging
enables to determine the quality of the products (Raheem, Vishnu and Ahmed, 2014). Further, it
consists of different type of information on the packaging which is helpful enough to provide
customers to know and in developing their understanding. When the type of packaging makes by
the firm is attract enough that makes it different from others, then it is favourable enough to raise
the preference of customers. However, this is dependent of the purchasing power of the
customer. Further, the packaging enables to know the brand value (Simmonds and Spence,
2016). Generally it is identified that big firms focus on attractive and high quality packages so
that they can maintain the brand value.
Security: There are channels that are included in order to make the product reach to
customers. In supply of products, there are conditions in which the product may get damage. In
this context, firms are able to make customers think in positive manner that the products will not
be damages with the help of proper packaging made (Wikström, Williams and Clune, 2014).
Further, it also helps to make the distributors or reseller to think that the product is of high value.
A customer always has a doubt whether the product purchased will meet his/her expectation.
However, through the packaging those are made, enables to depend that the product will be of
high quality and it may not be defected.
Brand awareness and positioning: Packaging enables to make recognition of the products
in positive manner. People tent to recognise the product and also help of market position.
Further, individuals are able to pin point the products that are delivered by the firm (White, Lin
and Ritchie, 2016). For example, when the product delivered by the business does not have an
effective packaging, then it has negative impact over the brand. People will tent to develop
negative perception for the services and the products that are delivered by the firm. In addition to
this, customers are able to differentiate among the products and services that are delivered by
other companies.
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As per Hartikainen, Roininen and Pulkkinen, (2014) packaging plays vital role in the
areas of marketing development. It is helpful enough to raise customer’s satisfaction level,
increase visibility and enables to attain competitive advantage. There are different types of roles
that are played by packaging and they are as follows:
Function: One of the main function of packaging is to protect the product at the time of
shipment when it is shifted or transferred to other place (Koenig-Lewis, Palmer and Urbye,
2014). This is helpful for the product and it act as a protection for the main product which is
inside it. When taking in terms of marketing and market development, packaging can be stated as
the dress of the product. Further, it also represents whether that product is new and to a new
customer.
Branding: Packaging is helpful enough to raise the brand value of a firm. There are
people who may be able to recognize a company through the package that they have made for
their products (Aday and Yener, 2014). There are symbols or tag lines or images that are present
on the packages and it is highly effective enough to raise the brand image of the firm within the
mind of customers. It also helps to attain competitive advantage for the organization.
Benefits: When a person is willing to make purchase of the product but do not have any
information about it, even then the space that are available in the packaging enables to provide
appropriate information for the type product it is and the ingredients, the time of manufacturing,
etc. are included in it (Shah, Ahmed and Ahmad, 2013). This way, customers are able to develop
trust over the product and make use of it.
Features: Packaging also provides information to customers about the features of the
product. More specifically, it includes measurements, size, etc. It is helpful for a person decide
whether the product will be appropriate to fulfil their desires or not.
Identification: Customers are able to make out from the packaging of the product that
which company delivered these type of products (Raheem, Vishnu and Ahmed, 2014). This is
helpful enough to raise the brand value among customers. Further, customers are able to make
differences on the basis of quality, quantity and price in effective manner.
All these above given point state the roles that packaging plays and these are effective
enough for the business to develop strong impact over the business. Further, it also contributes in
raising the sales and profitability.
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Expected Findings
There are different type of benefits that that viewers will get when they consider that
findings that are made in this research. Further, Cadbury will be able to identify the areas in
which they should improve in terms of packaging so that they are able to attract customers or in
developing strong customer base. Further, the research will enable to identify whether packaging
real has an impact over customers purchase making decision or not. There are many strong and
weak point in the investigation. In this context, the strong point is that the research is conducted
for one of the top most multinational companies and it will enable to raise in depth understanding
for the same (Simmonds and Spence, 2016). On the other hand, the total time within which the
research is to be conducted is low and so it is important that all the activities that are set by the
research can be completed within speculated time period. Further, there are weaknesses in
availability of resources. It is important that there are proper supports of finance so that all the
activities that are set for completing the research can be completed. The information will be
gathered from customers as they have proper understanding of the research topic selected.
Structure of final report
In order to carry out the research, it is important for the researcher to follow appropriate
structure so that the viewers are able to understand the data gathered and outcome presented.
Below given are the chapters that will be covered for final report:
Chapter 1- Introduction: This is a chapter of research project that will enable to provide
in depth understanding about the topic selected. Further, it consists of main reason for which the
research topic was selected. Moreover, it consists of the chapters that will be covered and the
methodologies through which the research will be carried out in effective manner.
Chapter 2- Literature Review: There are researchers that are already conducted by some
other researchers. This is an important part in research that enables to conduct the work and
delivering strong base for raising the knowledge and understand that people have for the research
topic.
Chapter 3- Research Methodology: There are different types of research methodologies
that are included in the research. These are helpful to make proper analysis and evaluation of the
information that is gathered. In this context, it consist of research approach, data collected, data
analysis, etc. that are covered in this chapter.
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Chapter 4- Data Analysis: When information is gathered, then it requires to have
appropriate method that is helpful enough to determine and evaluate the findings that are made.
All the data that are gathered are properly presented in the form of graph, tables, etc. This way, it
becomes helpful to understand outcome that can be derived from the research topic selected.
Chapter 5- Conclusion and Recommendation: When overall research is conducted, then it
consist of making conclusion for each of the chapters and stating whether that objectives that
was formed are achieved or not. Further, investigator can provides appropriate recommendations
that can be followed by the firm with the help of which the rate of performance can be improved
in effective manner.
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REFERENCES
Books and Journals
Aday, M. S. and Yener, U., 2014. Understanding the buying behaviour of young consumers
regarding packaging attributes and labels. International journal of consumer
studies, 38(4), pp.385-393.
Hartikainen, H., Roininen, T. and Pulkkinen, H., 2014. Finnish consumer perceptions of carbon
footprints and carbon labelling of food products. Journal of Cleaner Production, 73,
pp.285-293.
Koenig-Lewis, N., Palmer, A. and Urbye, A., 2014. Consumers' evaluations of ecological
packaging–Rational and emotional approaches. Journal of Environmental
Psychology, 37, pp.94-105.
Raheem, A. R., Vishnu, P. and Ahmed, A. M., 2014. Impact of product packaging on consumer’s
buying behavior. European Journal of Scientific Research, 122(2), pp.125-134.
Shah, S., Ahmed, A. and Ahmad, N., 2013. Role of packaging in consumer buying
behavior. International Review of Basic and Applied Sciences, 1(2), pp.35-41.
Simmonds, G. and Spence, C., 2016. Thinking inside the box: How seeing products on, or
through, the packaging influences consumer perceptions and purchase behaviour. Food
Quality and Preference.
White, K., Lin, L. and Ritchie, R. J., 2016. When do consumers avoid imperfections? Superficial
packaging damage as a contamination cue. Journal of Marketing Research, 53(1),
pp.110-123.
Wikström, F., Williams, H. and Clune, S., 2014. The influence of packaging attributes on
consumer behaviour in food-packaging life cycle assessment studies-a neglected
topic. Journal of Cleaner Production, 73, pp.100-108.
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