Consumer Behavior and Packaging: A Detailed Analysis Report

This report investigates the impact of packaging elements on consumer buying behavior, focusing on the dairy industry. The study examines how visual and verbal elements, including size, graphics, color, and design, influence consumers' purchasing decisions. The research employs both qualitative and quantitative methodologies, including literature reviews and data collection. The report addresses the primary question of how packaging affects taste perception and purchase decisions, along with secondary questions regarding cost and negative impacts. It also discusses research limitations, time schedules, and provides a detailed literature review. The conclusion highlights the evolving role of packaging in attracting consumer attention and communicating brand value in a competitive market, emphasizing the importance of packaging components such as size, color, and graphics. The report provides a comprehensive analysis of packaging's role in brand recognition and consumer behavior.

Report
Student Name
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Contents
Introduction......................................................................................................................................3
Project Objective.............................................................................................................................3
Project Scope...................................................................................................................................3
Literature Review............................................................................................................................4
Research Questions/Hypothesis.......................................................................................................6
Primary Question.........................................................................................................................6
Secondary Questions....................................................................................................................6
Research Design and Methodology.................................................................................................6
Qualitative research......................................................................................................................6
Quantitative research....................................................................................................................8
Research Limitations.......................................................................................................................8
Time Schedule.................................................................................................................................9
Conclusion.......................................................................................................................................9
Reference.......................................................................................................................................11

Introduction
The report will discuss in detail about the overall impact of elements in packaging on the buying
behavior of consumers. The level of motivation to carry the study is based on packaging of dairy
products impact the purchase decision of the consumers. Packaging has transformed over the
years and has also changes the traditional way of saving the product to interact with a finished
message associated with the product (Lempert et al., 2016). To get the whole attention on varied
retail stores and provide high level of convenience for the customer to utilize the product.
Therefore, it important for the companies these days to know the impact of packaging on the
purchase decision of consumers. In addition, to know the influence of the packaging on customer
decisions the study will be carried in the report to understand the association between packaging
elements and buying behavior of consumers (Wang et al., 2016). The packaging elements were
further divided into visual as well as verbal elements.
Project Objective
The objective of the report is to clearly know the impact of packaging in dairy products on the
taste and overall purchase decision of consumers.
Project Scope
Packaging is very crucial for the recognition of brand along with a crucial factor in developing a
positive association with brand (Martins et al., 2016). In a competitive set up, the process of
packaging can be taken as a tool that can be used as an effective way to accomplish marketing
goals and it meets the desires of customers via its aesthetics components which consist of

package size, shape, text, material as well as graphics. In addition, it is a functional element also
and these elements of product strategy has also become more crucial that when one can see it
through minute difference in the brand, the creative packaging may help in contributing in
competitive advantages. (Ashurst, 2016)
Literature Review
There are visual based components and verbal elements in packaging that impacts the emotions
of customers. Visual elements of packaging impact the emotion of the customer in the manner
they can transmit the data (Barrclough et al., 2017). The presence of these elements is considered
when the customers are not willing to make any effort to search for the product or the products
are of low involvement.
Size
Consumption or level of usage of the product rises when the packaging is completely redesigned
in large size. The packaging also depends on the features of the product and the target market.
Large package size also conveys that to have better quality and rise in impulse level consumption
(Evans et al., 2016). Research by authors on customer needs related to packaging also shows
that any modification in the size of household in effect, impacts the product size. In fact,
different package size is a way to extend the product into new markets. There is another study on
packaging size which shows that small size must be considered by customers of small family and
the large size of packaging based interaction can be the wastage.
Graphics
The graphics on packaging plays an important role in making the brand unique and preserve it’s
individually and helps in focusing on name of brand and it must also stand out in the store. The

graphic also helps in adding value in the overall physical appearance of the brand and enhances
its overall aesthetics quality. (Yamjala et al., 2016) In addition, in many cases, graphics can
create a positive attitude as well as also match and satisfy the hidden desires of the customers. A
crucial role of packaging graphics is that one can gain attention of the consumers. Graphics also
helps the customers in finding the right brand as well as choices by cutting down the complete
clutter at varied retail stores and if people do not have any preference in storage in case of the
brand then the graphics must gain the attention to consider a specific product for testing.
Color
Color is also an important element of visual part in packaging to the level that some designers
are of opinion that customers can possess vocabulary based on color because of which it is
expected in a specific kind of color for a kind of products. Color also helps in bringing a point of
differentiation for a brand and the brand can also have some doze of color with ownership with
other brand cannot repeat or it even become challenging for them to have a similar look. Color
plays an important role in visual design of packaging and the data and overall meaning it can
convey must be consistent by nature and it is important to understand what other program in
marketing are conveying (GUarnieri et al., 2016). Color based perception may change across
different cultures and most religions are also believed to have a certain kind of sacred color for it.
consumers also have color based memory which people can related to specific kind of brand in
which they can also recall a specific color that people associate with a specific brand (Sirocchi et
al, 2016). Moreover, transforming the demographics as well as trends can also change the
preferences of customers.
Design

As per the investigation done on the shape of packaging by researchers claims that consumer is
feeling about the packaging which can be transferred into how customer feel about the product
and innovative packaging can also shape the overall clutter in current retail setup and this kind of
packaging can further create an iconic image for brands through different sizes and shapes.
Research on the design features of packaging also shows that the beautiful packaging can further
increase the overall appetite of customers and motivate them to eat the food and buy the product.
(Maes et al, 2017)
Research Questions/Hypothesis
Primary Question
1. How packaging of dairy products can impact the overall taste and purchase decision of
the consumers?
Secondary Questions
1. How packaging increases the cost of product?
2. Is there any negative impact of packaging on purchase decisions of customers?
Research Design and Methodology
Qualitative research
Qualitative research is a collection and evaluating the primary level of non-numerical operations
and it does not mean that one cannot apply a structured approach for the overall research efforts.
Following are some important steps:

1. Decide research questions: there are number of focused questions that become the heart
of many actionable qualitative researches. In addition, they are important role in models
like Lean UX thinking. (Moultrie et al., 2016) It is also important to understand that users
are not utilizing the mobile based app since the overall usability along with security
issues is present or not. It is also important to ask that whether users take right decisions
about the process of investment or not. (Yamjala et al., 2016)
2. While getting information from the user’s despite of internal discussion is an important
initial step. With right kind of research questions, it is important to establish what in the
study.
3. Data collection in this research must be based on assumption of the role of the present
unobtrusive kind of observers and have little influence on settings. Qualitative research
is often used in a synonymous manner with sometimes small samples and sometimes
with large sample size. The sample size taken in the report will be fifty participants.
The research already done before with this method of study says that the textual as well as
pictorial components of packaging exhibits the textual component of packaging. The impact also
shows that not only attractive graphics but the right placement of pictures and text based
components of packaging is also crucial to get noticed by the customers (Cristea et al., 2017).
In another qualitative study, claims that many of the customers are of belief that the shape of the
packaging can relate to easy in use as well as carry of the product. A study on packaging also
shows that design can illustrate that the first time of truth based on aesthetic features of
packaging can be liked by the customer and one can perceive it as attractiveness and nice. At the
same time, the second moment of truth as well as after purchase in packaging can satisfy or
dissatisfy the customers.

Quantitative research
Following is the detailed discussion of the steps:
1. Defining and locating issues: the step aims on uncovering the basic nature as well as all
the boundaries of a situation related to marketing strategy or execution (Karas et al.,
2016). While defining the challenge, the researcher must consider the motive of the study
as well as important background data and kind of information required and how it can be
used as a part of decision making.
2. Designing the research project: the step is aimed on creating a research plan on how
people are going to deal with the issues or identify issues (Lempert et al., 2016). A plan
in research or the approach is a framework to conduct the marketing research project. The
detail covers the process which is important for getting the needed information and the
purpose is to design the study to test the hypotheses and decide possible solutions of the
research questions.
3. Collection of data: the steps surrounds around getting the information that one will need
to solve the challenge which is recognized. The process data collection consists of a field
based forced or staff that can function either in the field or also in case of personal level
interviews and form various way of communication.
Research Limitations
The fact that the research has accomplished the set aim, there are some limitations as well. There
is time limit; the research can only be conducted on small size of samples (Fang et al., 2017).
Therefore, to generalize the outcomes for large group, the study must have a larger group at
different kind of levels. Secondly the researchers are overloaded with all the research and work
and it can impact the outcome.

Time Schedule
Conclusion
The concept of packaging and its importance has developed to a new level with time and it also
affected to include the transforming needs and present demographics with changing demand of
storing as well as transporting the product as well as technological based advancement (Liu et
al., 2016). Because of the crowded market in the present world of packaging is evolving as an
effective medium to communicate to get customers attention and convince people at a point the
purchase when it is compared with tradition as well as mass based media promotion and
advertising (Werner et al., 2017). The concept of packaging also helps in conveying the overall
meaning of the brand which is completely non-durable by nature and it further become a right
point of difference when different other products are in same category to show the functional
advantages. The concept of packaging is a significant characteristic of recognizing the brand and
developing the positive association with brand. It is important to recognize six packaging
components which consist of size, color, graphics, material, color, text as well as smell. The
process of packaging has many operations from saving the products, to transport the goods to the

end consumers in safe manner and preserving the overall quality and persuading the customer to
buy the product by getting the attention of customers (Taulo et al., 2016). It also helps in creating
a positive influence at retail stores in high competitive culture.

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