Research on Nestle: How Packaging Impacts Customer Brand Performance

This case study investigates the relationship between packaging characteristics and customer-based brand performance, focusing on Nestlé. The research aims to understand how product packaging influences consumer buying behavior, identify key elements that shape customer perceptions, and assess the importance of packaging labels. Employing a descriptive research design and an inductive approach, data was collected through primary and secondary sources, utilizing simple random sampling. The analysis reveals that packaging plays a significant role in influencing consumer buying behavior, serving as a crucial marketing communication tool at the point of sale. Color tone, messaging, and attractive features resonate with consumers both economically and psychologically, providing manufacturers with a competitive edge. The study recommends that Nestlé continue to innovate with attractive and influential packaging designs, incorporate new technologies for product protection, and prioritize recycling and reusing materials to promote environmental sustainability. According to the research, customers prefer products after verifying all aspects, which increases product reliability, quality, and significantly improves Nestlé's sales volume.

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