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Packaging has been called the “silent salesman” because the current self-service economy has transferred the role of informing the customer from the sales assistant to advertising and to packaging, as it informs us of the qualities and benefits that consumers are going to obtain if they consume a certain product. Therefore, all the packaging elements have to be combined to provide the consumer with visual sales negotiation when purchasing and using the product.
This study went a step beyond the traditional attitude models and also demonstrated the impact of product packaging on actual behaviour, in terms of product evaluation and purchase decision. Besides, previous literature indicates that, behaviour is guided by several factors while attitude is a crucial one. The promotion and product appearance is not positively sufficient to support the effect of packaging. To be comprehensive, attitude was included for better understanding the behaviour.
Titolo originale
Impact of Packaging on Generation Y's Consumer Behaviour
Packaging has been called the “silent salesman” because the current self-service economy has transferred the role of informing the customer from the sales assistant to advertising and to packaging, as it informs us of the qualities and benefits that consumers are going to obtain if they consume a certain product. Therefore, all the packaging elements have to be combined to provide the consumer with visual sales negotiation when purchasing and using the product.
This study went a step beyond the traditional attitude models and also demonstrated the impact of product packaging on actual behaviour, in terms of product evaluation and purchase decision. Besides, previous literature indicates that, behaviour is guided by several factors while attitude is a crucial one. The promotion and product appearance is not positively sufficient to support the effect of packaging. To be comprehensive, attitude was included for better understanding the behaviour.
Packaging has been called the “silent salesman” because the current self-service economy has transferred the role of informing the customer from the sales assistant to advertising and to packaging, as it informs us of the qualities and benefits that consumers are going to obtain if they consume a certain product. Therefore, all the packaging elements have to be combined to provide the consumer with visual sales negotiation when purchasing and using the product.
This study went a step beyond the traditional attitude models and also demonstrated the impact of product packaging on actual behaviour, in terms of product evaluation and purchase decision. Besides, previous literature indicates that, behaviour is guided by several factors while attitude is a crucial one. The promotion and product appearance is not positively sufficient to support the effect of packaging. To be comprehensive, attitude was included for better understanding the behaviour.
MBA Class of 2014 Under the Supervision of Ms. SWARNA BAKSHI Assistant Professor Department of Marketing
In Partial Fulfilment of the Requirements for the Degree of Master of Business Administration (Marketing & Sales)
AMITY BUSINESS SCHOOL AMITY UNIVERSITY UTTAR PRADESH SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA
"" Certificate
I Ms. Swarna Bakshi hereby certify that Rohith Thampi student of Masters of Business Administration - M&S at Amity Business School, Amity University Uttar Pradesh has completed the Project Report on ! Impact of packaging on generation Ys consumer behaviour, in Partial Fulfilment of the Requirements for the Degree of Master of Business Administration Marketing & Sales under my guidance.
The report has been checked for the plagiarism and it is acceptable.
Ms. Swarna Bakshi Assistant Professor Department of Marketing
""" DECLARATION The title of dissertation is Impact of Packaging on Generation Ys Consumer Behaviour I declare that (a) The work presented for assessment in this Dissertation my original work, that it has not previously been presented for any other assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged; (b) Work conforms to the guidelines laid by the University, and (c) Plagiarism for this report has been checked using Turnitin software and is 0%. The summary of report is attached along with for reference.
Date: Rohith Thampi A0102212011 MBA M&S
"# TURNITIN ORGINALITY REPORT
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4""" EXECUTIVE SUMMARY Packaging has been called the silent salesman because the current self-service economy has transferred the role of informing the customer from the sales assistant to advertising and to packaging, as it informs us of the qualities and benefits that consumers are going to obtain if they consume a certain product. Therefore, all the packaging elements have to be combined to provide the consumer with visual sales negotiation when purchasing and using the product. This study went a step beyond the traditional attitude models and also demonstrated the impact of product packaging on actual behaviour, in terms of product evaluation and purchase decision. Besides, previous literature indicates that, behaviour is guided by several factors while attitude is a crucial one. The promotion and product appearance is not positively sufficient to support the effect of packaging. To be comprehensive, attitude was included for better understanding the behaviour.
CHAPTER - 1 INTRODUCTION
I CHAPTER 1 INTRODUCTION 1.1 Background of study Now days, retail competition is becoming constantly complex and competitive in nature. Marketers have been facing the most challenging task to target the markets as different promotional strategies have been developed and used to reach the target markets (Belch & Belch, 2004). Advertising is considered as one of the best ways to achieve the goals, but reaching the entire target market for most products is generally not a feasible prospect (Louv and Kimber, 2007). Many kinds of media have emerged during these years, which means that it is becoming increasingly expensive and difficult to reach and communicate with consumers and potential customers. The average consumer is bombarded with anywhere from 250 to 5,000 media messages each day (Sthlberg & Maila, 2010). Consumers have been exposed to the advertising more than ever traditional media such as television, magazine, newspaper and billboards and of course electronic media for examples, YouTube and blog, all competing for our attention. Even social media is playing a vital role in consumers today. Retailing today and in the future will include both buildings and cyberspace, which means the market, coexist two different types of shopping behaviour. The experiences in live shopping trip and buy on-line are totally different (Sullivan, 2004). With the situation like that, all marketers still need to communicate with their customers in a live way effectively and efficiently. Packaging design is one of a unique and powerful tool in modern marketing environment. Visual packaging design acts as a silent salesman (Stewart, 1996; Rettie and Brewer, 2000; Van Hurley, 2007). Packaging designs are becoming a big issue on promotion strategy, as some of the evidences prove that, most of the consumers make their buying decision based on this criteria. Especially for todays young consumer, i.e. Generation Y who have learnt to shop and make their own brand decision sooner than the previous generation, which is mainly because their parents were out for work at their early age. Not only that they are also better educated, more discriminating and belongs to a smaller, younger household. Now days, many households have two wage earners, husband and wife, creating more discretionary income. There has been a change in family traditions and lifestyles as well. They have been brought up with unprecedented choice amongst most consumer goods and services (Quelch and Kenny, 1994,) e.g. different
J kinds shampoos of HUL or P&G and more than 50 varieties of Nike shoes. In this current scenario, package can extend its capacity to influence generation Y. It is believed that youth market is having the greatest potential market in respect for packaging. Meanwhile, the ever- increasing number of products available to consumer and the constant addition of products from different brands, give generation Y an increasing choice of buying various product, and the retailer has the power to determine which product is to display and which to neglect. To convince the retailer and to convince the consumer to purchase and repurchase are two different things. The world has changed; it is no longer sufficient merely to put the brand/product on the shelf. The simplistic preoccupation with pure shelf impact has given way to need for establishing a sophisticated marketing strategy for the product. The strategy includes (1) a thorough understanding of the consumers needs, (2) the perceived quality of the product, its (3) price, (4) the retail environment in which it is sold and (5) the advertising and promotional support that it receives. In order to sell the product all has to work synergistically to attract consumers and turn customers to prospect. In this complicated and vital process the package plays a important role in communicating the total marketing strategy. The package design elements like colour, shape, text etc. provide information that will influence the consumers image perception of the product (VanHurley, 2007). They may range from communicating the perception of the products quality, its efficacy, its efficiency, its gender relationship, or any number of characteristics about the product inside the package (Meyers and Lubiner, 1998). One of the marketing innovations of packaging is the combination of the unique package, brand identification and advertising and this trend has refocused the attention of marketers. Large number of academic research continues to examine the roles of packaging in marketing mix. However, literature review helps in revealing a little theoretical development in the area of packaging and how its influence to Generation Ys. The main purpose of this research is to explore the relationship of visual packaging design and consumers purchasing behaviour. Recent years, fashion companies are putting more efforts on packaging rather than other variables including price, quality, and so on, in order to influence Generation Ys decision- making.
K 1.2 The Reason for Studying Packaging Packaging is growing and considered to be one of the new marketing strategies. The major reasons for the popularization of this new marketing tool is mainly is the changing retail format and shopping habit of consumer 1.2.1 New Retail Format Despite of the traditional retail stores, catalogues and various televisions shopping channels, todays consumers have more shopping choices with the emergence of Internet. Retailing can be divided into in-store and non-store. The traditional stores also can be called brick and mortal, which means the company possesses a physical store for operation and offers face-to-face consumer experience. Nowadays, more and larger chain operations set up which advocate self- service. A new retail format has formed in such a way to reduce the number of sales force to help and inform the prospect customers. Therefore the burden of communication and information falls on promotion strategies. This is one of the significant factors, which led to rise of different kinds of promotion. 1.2.2 Changing Shopping Habit As per November 2013, Internet users in India crosses over 200 millions (Internet and Mobile Association of India (IAMAI) and IMRB International) and source also reports that India will have 243 million Internet users by June 2014. The impact of technology advance includes change in consumers shopping behaviours and their preferences. Online marketing have been outplayed other kinds of non-store marketing, i.e. telemarketing. Flavia !n, Guinalu and Gurrea (2004) stated that Internet is growing very powerful and changing the way of transmitting and communicating information. Now consumers can get wealth of information in single touch or a single click with the help of electronic devices. The power of consumers has grown and now days they have wider choice as well as bargaining power. Retail marketers are also fascinated by the power of Internet, which proves that the Internet has no sign of slowing down. For most of people, Internet has become their first source of information for shopping. The increasing concern about the deception of advertising provides an opportunity for traditional stores on advertising. Traditional advertising cannot not replace by online marketing. It shows that the in- store merchandising should never be neglected.
L 1.2.3 Advertising Trends Advertising or any kinds of marketing tools are not only to provide an opportunity for a brand to be seen. It also should provide interaction, visual excitement, story telling, creating shared experience at mass level and making emotional connections. There is a trend that will be less and less focus on physical infrastructure and layers of bureaucracy to deliver the desired value by customers (Sheriff & Nagesh, 2007). Now days, the focus has been shifted to emotional attachment of consumers towards brand/product. The most challenging task for any company is to impress and attract consumers attention and to persuade them to put the products into their shopping basket. Therefore, the key and the challenge of companies are to turn every opportunity into powerful selling tool that will help in achieving competitive advantage. This is the main reason why investment and the cost of advertising continue to increase each. Now days, Consumers have become more in tune with package design and high expectation that the packaged product help in meeting, both of their functional and emotional needs. Sthlberg & Maila (2010) indicates that a new designed package can last five to eight years. Therefore it is clear that package has a longer promotional life than any other tools. Packaging is trying to keep in step with the selling environments and changing lifestyles (Meyers and Lubliner, 1998). Therefore, investing in package is a wiser choice in this cluttering retail environment.
M 1.3 Scope of Study This research aims at investigating the value-added functions of package. Afterwards, the influences of these value-added functions to generation Ys consumer behaviour were also investigated. My study on impact of packaging on consumer buying behaviour is in respect to generation Y. Questionnaire was distributed to this generation who aged between 16 and 29. The reason for choosing this generation is because of their unique shopping habits and their discretionary income. The focus of this research aims at providing guideline to marketers in order to re-focus the role of packaging. Through the course of this research, the attributes and value-added features of package were identified and was used to analyse their effect of package on generation Ys buying behaviour.
N 1.4 Significance of Study The significance of study is as follows: 1) To Understand generation Ys attitude towards packaged product/brand 2) To enhance the understanding of the effects of promotional power and visual appearance of packaging 3) To exploring the feasibility to make investment in the packaging 4) To repositioning packaging design to the forefront of marketing strategy 5) To exploring how packaging may strengthen customer-buying intention. The findings may serve as a guideline for long-term marketing and branding strategies 6) To demonstrate the significance of packaging, as future opportunities for Indian retailers to sustain long-term profitability
CHAPTER - 2 LITERATURE REVIEW
O CHAPTER 2 LITERATURE REVIEW 2.1 Introduction Package becomes part of our life, when we walk on a street or come into a store, we can see almost everything with a package. Nowadays the traditional role of package has been changed. This is mainly due to changing retail format and rising competition. The main objective of the study is to investigate the consumer buying behaviour of generation y towards fashion packaging. In order to provide an understanding of packaging in influencing generation y behaviour, the reviews of literature has been organized accordingly. First, the definition and roles of package is examined. Then, previous academic developments and studies related its value-added functions are reviewed. I will be also trying to discuss the impact of two different cues (package attractiveness and promotional power) on generation Ys product evaluation (perceived quality and perceived value) and subsequently, their behavioural intention (purchase decision). 2.2 Packaging 2.2.1 Definition of Package and Packaging In most of the literatures, the terms packaging and package are used interchangeable. These terms are relevant, in particular, to our understanding of packaging and advertising in fashion Industry. Klimchuk & Krasovec (2006) defined package is a term use for physical object that have containment purpose. The objects like carton, container, box or bundle, which can prevent leakage and disintegration, can also be regarded as package in this sense. It can also refer to the wrappings or covering of an object. This amphiboly is broad and somehow can be problematic in practice where there is a need for distinguishing the expanded role of package. The phrase package refers to the production of the process of packaging (Meyers, 1998). This generic term does little to express the distinct nature of this dynamic design medium or its planned function to contain, transportation, dispense. This study focuses on the changing roles of packaging, therefore the definition of Meyers (1998) was adopted that a package is a noun for describing the protection, containment and identification purpose while packaging is a verb- reflecting the ever-changing nature of the medium.
P Compared to other marketing information like pricing and distributing, packaging has received little academic relevance. As the functions of package are changing from time to time, there is no single definition of package. Olson and Jacoby (1972) described package is the attributes far beyond the physical characteristics of the product and is considered as an extrinsic attribute of the product, while Zeithaml (1988)"s means-end approach considered packaging as an intrinsic attribute. (i.e. one that cannot be changed without altering the nature of product itself) . In this regard, package that is part of the physical composition of the product is intrinsic while the information appearing on the package is considered as an extrinsic attribute. This thesis conceptualizes packaging as an extrinsic attribute. 2.2.2 Package Design The package has an appeal to the shoppers impulse: the design elements like colour, size, shape, and even the shelf position of the package (Pilditch, 1973). Bloch (1995) interpreted package design or its form makes contribution to a products success. He also presented that design characteristics like forms, colours, materials, shape or even ornament is necessary in designing a package. Hayes (2009) exercised food industry as an example and defined package design is a means use both verbal and nonverbal message to communicate with consumers. Bix , Rifon and Lockhart (2003) considered packaging functions and environment as one entity, therefore package is no longer mere a physical container or protector (Stewart, 1996). The potential of influencing consumer behaviour is counted. He went on to propose a concept packaging matrix. In this concept, packaging has three functions, namely protect, utility and communication exercise in three environments: human, biosphere and physical. The package element involved in the part of communication that is considerably relevant is this thesis includes brand name, graphics, material, shape, photographs and text. The ultimate goal of creating a package is to maximize the intersection of each function and environment without diminishing performance at other intersections (Nilsson and Ostrom, 2005). 2.2.3 Package at Different Buying Stage Packaging has different functions at various consumption stages. Ghoshal (2010) considered some of the package is visible at the time of purchase and some is not visible before or at the time of purchase. Evident examples in fashion industry are cosmetics and perfumes. These products can be regarded as impulse products which products are bought without prior plans
Q (Liao, Yung and Chu, 2009). These visually appealing package design can attract customers attention and arouse their interest immediately especially at the point of purchase situation. The invisible package refers to the paper shopping bags and shoeboxes etc. These packages do not affect the purchase decision but can obtain a promotional effect when consumers carry them around the street (Stewart, 1996). 2.2.4 Package Components Generally speaking, package elements can be viewed as design elements (Orth, Limon and Kahle, 2009; VanHurley, 2007; Clement, 2007; Meyers 1998). The design elements can be distinguished into two blocks: graphic components and structural components. Graphic components including colour, typography, shape and image while structural components include package size, shape and the materials used (Ampuero and Vila, 2006). Combination of the right package elements can excite the consumers in a way to influence their feeling towards a product through sight, taste, smell, hear and touch (Meyers, 1998). The followings are regarded as the most common design components of package and can be named as communicators (Stern, 1981): Color: Color is probably the fastest and most important visual communicator (VanHurley, 2007). Colors have the advantages of being able to set a mood immediately and then assisting consumer purchase intention. Consumer has been preconditioned to react to color as a stimulus. Shape: Consumers identity certain products merely by the shape of the package. Package shape can lend an air of femininity or masculinity. Besides, shape can also communicate a feeling of solidarity and quality (Stern, 1981). Typography: It conveys product information in a way that is different form color and shape. It communicates through language (Meyers, 1998). Typography becomes the advertiser as well as identifier. It can be the prime package identification elements or supportive element (Stern, 1981). Texture: Consumers touch the package and the texture can reinforce their preconceived ideas of how package for certain products should feel and reinforces each of the other communicators (Ghoshal, 2010; Peck and Wiggins, 2006).
IR 2.3 The changing Role of Packaging Recently, researchers shifted the focus to the communication impact of packaging and the importance of packaging is recognized in recent research. The roles of packaging range from being simple and functionally focused to more extensive interpretations (Lonv and Kimebr, 2007). 2.3.1 The functional Role of Packaging Its rather obvious that packaging was served as the basic function of transportation in the past decades. Package was created for protective reason and the main purpose is for holding and transporting food and beverage. Griffin and Sacharow (1972) agreed with that, the main objective of package is to make transportation easier, prevent spillage and contamination. Olson and Jacoby (1985) designated package designed to avoid the products being unprotected along the distribution channel and to ensure the final products are in good condition. 2.3.2 Marketing Role of Packaging Due to industrialization, technical innovations and revolution in our ways of shopping, the marketing strategies emphasis from day-to-day product sales to looking for ways of building long-range brand strategies. The role of packaging from protect, contain and delivery devices made great progress to achieve marketing objectives (Ghoshal, 2010; Capsule, 2008; Meyers & Gerstman, 2005; Nilsson & Ostrom, 2005; Stewart, 1996; Underwood, 1996). Pilditch (1973) was the first person to introduce the new role of package. He spotlights package being a silent salesman and positions it as a new force in marketing. Pilditch (1973) believed package has the responsibility to sell the goods it contains. Having a package that can be seen recognized and linked both in advertising and in the shops is the task of package (Selame and Kolligian, 1982). Capsule (2008) took packaging to the next level. He stated that package is far beyond the basic functions of physiological and safety. It can be a sense of belongings, fulfill self-esteem and self- actualization. In fashion industry, package is becoming an integral part of marketing strategy and a part of product attributes to provide a degree of benefit to customers rather than only the physical functions. A package can be regarded as informer, advertiser and even image in marketplace (Selame and Kolligian, 1982).
II Packaging is must protect what it sells and sell what it protects (Briston and Neil, 1972). Klimchuk and Krasovec (2006) believed that packaging is part of the bigger pictures of brand. By now, branding has become a marketing hotpot that radiates into every niche of the communication media. Nowadays, a brand is widely associated with variety of people, service, people, places, ideas and concepts. For packaging, brand is a name, a mark of ownership and the representation of products, services, people and places. From a marketing standpoint, the association of the packaging with the product from the tangible physical structure and visual identity to the tangible emotional connection-becomes inextricably linked to the legitimacy and reliability of the brand. It is not possible to separate the consumers perception of the brand from packaging. 2.3.3 Marketing Mix Package is traditionally regarded as a component of marketing mix (Olson and Jacoby, 1985). Package considered as a part of product when package can communicate to consumers through the information (Hoegg, 2006). It shares the same function with product that is contributing to the product performance, including maintains shelf life and ease for use (Rigaux, 1982). It can also be an indicator of the price point at the point-of-purchase situation (Bix et al, 2003). An estimation on price will be generated by simply judging the packaging. Package has become indistinguishable from the product it contains (Pilditch, 1973) when it can influence consumers" perception, appeal to their emotions and motivate desire for the product before the consumers ever see the actual labels. Besides product, a well-performed objective of packaging is promotion. People understand and remember symbols easier and faster than words (Hayes, 2009). Promotion can be the vital key to the development and position of brand image (Diamond, 1996). Package can use for identifying and differentiating brands or products. A package can be informative, provocative or seductive etc. to show its unique personalities that communicate product attributes to alter consumers brand choice (Stewart, 1996). In Kellers (1991) research, he discovered that visual cues from advertisement that were placed on product package enhanced the accessibility of ad-related details of that ad and improved product evaluations.
IJ 2.4 Value-Added In order to obtain the particular influence of package on consumer behaviour, the value-added functions of package must be analysed in great detail (Stewart, 1996). 2.4.1 Effect of Value-added Functions By the classification of Meyers & Gerstman (2005), three kinds of package perform value-added functions: Image-creating package: Packaging can communicate the personality through a combination of design elements. The variety of visual presentation and their combination can help establishing the brand image and brand identity by conveying different message (Underwood, 1996; VanHarley, 2007). Evident example is the jewellery box of Tiffany & Co, the blue box implies that there is something precious inside without opening the box. Packaging reflects the brand image, consumer come to recognize and visually identify with the values, qualities, features and attributes of the brand (Stewart, 1996). Communication package: In today fashion retail environment, it is not rare for the product sameness or similarity. With the vastness competition, many of the retailers overlap similar products. Shoppers have to decide among numerous choices. Package serves to visually communicate product differentiation and avoid consumer confusion (MacCallum, 2004). Without a package, each product would look remarkably similar. Package is ultimately responsible for determining their products distinguishing characteristics and providing a clear contrast between products. Sensuous package: The objective of creating sensuous packaging is to create a positive perception of purchasing the products. Package tries to evoke our emotion to influence our purchase decision. Many cosmetics and perfume packages are designed to convey a sensuous reaction, such as associate with beauty, desire, love, seductiveness and luxury (Liao et al, 2009; Stewart, 1996). The package that is invisible at point-of-purchase can also create a sensory response. The shopping bag or box can communicate the perception of what you bought and where you bought it (Stewart, 1996). Beyond simply being a means of transporting objects from a store to home, shopping bags provides the opportunity to convey the special characters of a store. When people carry a Gucci shopping bag, we may associate with premium items inside.
IK 2.5 Aesthetic Another important attribute of package is aesthetics, which have significant impact on influencing consumer preferences and choices. Aesthetic is used in reference to either sensitivity to beauty or to the branch of philosophy (Veryzer, 1993). Eckman and Wagner (1994) stated Aesthetics as the study of artistic phenomena. While the term aesthetics is associated with all the fine art-music, literature, dance, painting and sculpture - it is used in reference to the visual arts. As such, aesthetics is often extended to the design of everyday object, such as apparel, that are consume visibly. Traditionally, aesthetics dominated fashion industry in only a few categories, most notably of the design of skincare and perfume. Due to the keen competition, aesthetics provide marketers another way for differentiation. Literature has acknowledged that any products can be viewed in the sense of aesthetics (Holbrook, 1985; Hirschman 1983; Olson 1981), which means outward appearance of package can also be appreciated in aesthetics. This perspective provides an insight on the role of aesthetics in consumer behaviour. 2.5.1 Aesthetics Response Aesthetics is a stimulus and is important for the first impression to consumers for the product and brand (Cox, 2002). For fashion product, people consider aesthetics as a visual communication to be one of the primary advantages when buying products (Workman, 2007). Consumer nowadays began to demand product that were both functional and attractive. In response, package appearance serves as a tool to influence consumer searching for product and play an important role in shaping their preferences and choices (Creusen, 2005). Besides, the appearance of a product not only influences the aesthetic value of a product, but also the perceived functional and product value (Workman, 2007; Creusen, 2005). Aesthetics can be regarded as the design of an object (Veryzer, 1995; Creusen and Schoormans, 2005). Lauer (1979) stated that design elements (e.g. line, shape, color, etc) and principles (e.g contrast, proportion, balance etc.) are essentially for consumers to form their perception towards an object or a visual display (Lauer, 1979). Such design elements and principles have a strong impact on the formation of aesthetic response (Veryzer, 1993). Although literature does not have a general agreement on aesthetic response, there prior
IL researches do seem to share a consistent concept that aesthetic response involves the registering of affect or pleasure due to the conscious or unconscious influences of stimulus characteristic of an object (Berlyne 1974). In a general sense, an aesthetic response refers to how a person reacts to an object (e. g. product). The reaction is based on two criteria: perception of the object (Berlyne 1974) and composition of the physical features (i.e. design) of the object (product) (Veryzer and Hutchinson, 1998). Bloch (1995) proposed a model regarding consumer reaction towards product form. In examining the proposed model, the first component to be discussed is product form itself. As Bloch (1995) suggested, a product's form represents a combination of elements and to achieve a particular sensory effect. The product form, once developed, may stimulate a variety of psychological responses. Cognitive and affective responses interact and may occur simultaneously. After that, psychological responses to design lead in turn to behavioural responses. The behavioural response can be described as either approach or avoidance. Approach behaviours reflect an attraction to a design and include spending time in a site and exploring it. Avoidance behaviours represent the opposite of approach responses. The level of package aesthetics affect how consumers perceive and categorize a product (e.g., product class, complexity level/technological sophistication), influence their attitude toward its use (e.g., difficult to use), and shape their perception of the risks involved in purchasing the product (Veryzer, 1995). Bloch (1995)"s proposed model is shown as following: Figure 2.1: A model of consumer response to product form (Bloch 1995)
IM 2.6 Generation Y 2.6.1 Characteristics This study target in this research is generation y. Generation y, by the broadest definition, were born between 1977 and 1994 (Broadbridge, Maxwell and Ogden, 2007) and are the children either of generation x or baby boomers (Bakewell and Mitchell, 2003). Many of researches have been studied the characteristics of this generation as they has unique features compared to the previous generation. One of the outstanding features of generation Y is they have a strong sense of entitlement (NAS, 2006). They desire for quality of life and want the best of everything. From their young age, they have been taught and told by the media and parents that they can have what they want. They desires for quality life and product that can offers the best to them. As NAS (2006) mentioned, it makes generation y driven and ambitious, with high expectations. It can be said that they are brand-conscious, perfectionism, materialism and hedonism towards fashion. 2.6.2 Shopping Habits Bakewell and Mitchell (2003) states that generation Y has been acculturated into a unique shopping environment that consists of more opportunities and reasons to shop than ever before. Generation Y are now grown up and consisting more and more of working couples. Their shopping behavior is action-oriented, far less conventional, and less product loyal than their parents were (Meyers and Lubliner, 1998). Customers may not surprise to see that the new products are being introduced in a short period to satisfy their wants and needs. Todays young consumers live in an era in which shopping is far beyond a simple act of purchase (Bakewell and Mitchell, 2003). Previous findings have indicated that this generation has tremendous buying power (Sullivan, 2004; NAS 2006). This consumer group is known for its large disposable income and is growing at a very fast rate. Individuals within this generation make for a profitable and loyal customer base because this group is often typified as being highly consumption oriented and sophisticated in relation to their tastes and shopping preferences (Belleau, Summers, Xu and Pinel, 2006). Shopping to them, is not only an act of purchasing, it is a combination of social activities and leisure activities. Literature related to generation y describes they are a generation that are born to shop (Bakewell & Mitchell, 2003). They view shopping as being enjoyable and entertaining experiences of looking for and choosing products. Besides, this generation is facing an over-choice shopping environment. With the wealth of
IN information available in Internet, hundreds choices of television channels and magazines has encouraged generation y to switch to another choice if they do not get what they want from one source. 2.6.3 Attitude towards Advertising Technologies advanced and mass media plays a crucial role in shaping generation Y attitude and judgment. They can get information from many sources. Concerning on their attitude towards advertising, this generation is particularly attracted by advertising that is individualistic and anti- corporate (Wolburg & Pokywczynski, 2001). Research shows that young consumers are easily get bored by repeat advertising (Sheriff & Nagesh, 2007). They can be regarded as repetition avoiders. Besides, generation y are said to be as millennial and Internet generation (Broadbridge, Maxwel and Ogden, 2007). They are addicted to Internet. The most up-to-dated information can be found and transmit in an extremely fast rate. Generation Y who has grown up in this media-saturated, brand-conscious world, they respond to advertising differently and prefer to encounter marketing messages in different places or from different sources (Belch & Belch, 2004). Therefore, marketers have to transit their messages to this generation in a different way in order to stand out above the competitors. 2.6.4 Differences in Female and Male Traditionally, the distinctive role of male and female in society are defined. Male are associated with masculinity while female are associated with femininity. The value, beliefs and attitudes they hold are entirely different. It can be called as gender self-schema (Terjesen, Vinnicombe and Freeman, 2007). Therefore, there are great individual differences in explaining their way to shop. Gender is a significant factor in explaining the shopping behaviour of generation y. Shopping is a pleasure activity for both male and female, but female find it easier than men to obtain enjoyment from shopping (Campbell, 1997). Also, female are socialized into being aesthetically skilled gender and hence find it easier than males to appraise and assess aesthetically significant products (Campbell, 1997).
IO Buttle (1992) illustrated that men shop but with less frequency than women do. They could be described as specialist-shoppers. Moreover, most male perceived that shopping is a females activity. However, it is not surprised to see females buying cars or audio products and males buying skincare nowadays (Bakewell and Mitchell, 2003). Generation y lives in a more gender- role burring environment than generation x than ever (Bakewell and Mitchell, 2003). 2.7 The Role of Package in Consumer Behaviour Many researchers have examined the effect of marketing has on consumers evaluation, brand choices and brand attitude. This study area can be regarded as consumer behaviour. The purchase can be a long and detailed process and incidental as impulse purchases. The study of consumer behaviour not only provides a framework for identify consumer needs and target markets, but it also enables the anticipation of consumer response to marketing action. 2.7.1 Consumer Decision-Making Process The model of consumer decision-making can be used to examine the judgment of consumer when choose between product alternatives (Kwan, 2006). Blackwell, Miniard and Engel (2006) defines CDP as a model captures the activities that occur when decisions are made and shows how different internal and external forces interact to affect how consumer thinks, evaluate and act. Some organizations use the CDP model to identity relationships between variables that affect consumer decision-making. It is essential to examine the process on account of the several separate decisions that collectively comprise buy or not buy decision. Package is categorized as external factors that have impact on consumer decision-making process. Using the model of consumer decision process, packaging engages in all process of consumers in their decision- making (Ghoshal, 2010).
Figures 2.2 Consumer decision making process Blackwell, Miniard and Engel (2006) DSTAEUC SUVTW$:X:T$ :$@TSC<X:T$ BU<SVY <EXUS$<X:ZU UZ<E[<X:T$ D[SVY<BU \UV:B:T$ DTBX D[SVY<BU UZ<E[<X:T$
IP 2.7.2 Purchase Decision Intention for purchasing is the inner force that drives and energizes consumers actual purchase (Solomon & Rabolt, 2009). Purchase decision is defined as a consumers making choice about which product and service to buy. The theory of reasoned action suggested that purchase behaviour could be explained based on two criteria: attitude and perception of social pressures to perform or not perform the behaviour (Madden Scholder and Ajzen, 1992). Based on the theory, Belleau et al. (2007) proposed favourable attitude had the positive impact on influence purchase intention. A higher purchase intention implies a higher probability to buy (Solomon & Rabolt, 2009). External variables may also have significant influence on purchase intention such as demographics, fashion involvement, price/quality perception and personality traits (Belleau, 2006). Moreover, according to Ghoshal (2010), touching can evoke different reactions in consumers when they interact with a package. Engaged in touch can arouse consumers" interest for the products and create positive attitudes towards the products, which in turn may trigger their purchase decision (Peck & Wiggins, 2006). This powerful sensory touch has been ignored in the prior researches related to packaging. This argues for examining the role of packaging in particular. When consumers are faced with a multitude of choices, especially in an unfamiliar product category, the packaging is a source of information (Vanhurley, 2007). Research has shown that at least 70% of brand choices are made in store and some 68% of purchases are not planned in advance (Stahlberg & Maila, 2010). Research showed that higher fashion involvement and positive emotions created a positive effect on impulsive fashion-oriented buying behaviour (Park, Kim and Forney, 2006). 2.7.3 Product Evaluation A consumer judgment and evaluation of a product or brand is a result of a host of variables. In a product evaluation situation, consumers may rely on certain cues that can be encoded and utilized to categories and evaluate the product. Package design is one of the extrinsic cues (Underwood 2003; Underwood and Klein 2002; Underwood and Ozanne 1998; Oslon and Jacoby, 1972) and takes on a heightened importance for many consumer nondurables when consumers make decision at the point of purchase. Package often obtains the first sight and first
IQ truth of customers .In the case of food items, shoppers often rely on a package to develop an first impression of the items in its prepared state or non-final forms (Underwood, 1996). In the other hand, some factors that far beyond the physical characteristics of the product may also influence consumers perceptions. The perception may range from communicating the perception of the products quality, its efficacy, its efficiency, its gender relationship, or any number of characteristics about the product inside the package. Consumers utilize on extrinsic attributes cues on the package when they are unfamiliar with the product category (Underwood, 1996), such as price, country of origins. This theory is known as cue utilization theory. Ghoshal (2009) found that more appealing packaging positively impacts product valuation. Attitude toward the product is superior when presented in appealing packaging. Emotions evoked by appealing packaging are stronger and more positive than those evoked by ordinary packaging. While it may be possible to extract more consumer surplus via exposure to appealing packaging before purchase, superior packaging may also play a significant role in enhancing the post-purchase product usage experience by evoking positive judgments and emotions, which impact product satisfaction and loyalty measures. 2.7.4 Attitude and the Relationship of Behaviour Behaviour is strongly affected by the consumers attitudes towards a brand or product. Attitudes are a learned orientation or a predisposition to a given situation, person, object or idea resulting in a tendency to respond favourably or unfavourably (Easey, 2009). Literatures had been illustrated attitude as a mediator of affecting consumer perception or behavior towards a certain object (Homer, 1990; Blech, 1986; Belch et al, 1983). Axelord (1986) suggested that attitude have impact on consumers switching behavior and repeat purchasing. Fashion marketers are interested in consumer attitudes as they are seen to be closely linked to behaviour. Rosenberg & Hovland (1960) proposed that there are three components to an attitude: cognitive, affective and conative (Figure 2.3). Cognitive refers to knowledge or information possessed about the product, services, image, store or prices. The affective dimension is concerned with consumer feelings about marketing offerings and is measures in terms such as like and dislike or good and bad. The conative aspects provide the behavioural aspects of attitudes and are usually expressed in terms of intention. Several studies have shown that positive attitudes towards a fashion product do not always result in higher sales. Easey (2009) and Ajzen & Fisbein (1980) argued that the model
JR oversimplifies matters that attitudes emerge or become manifest after purchase. When considering the point that attitude may emerge or change after purchase, it should be noted that post-purchase with fashion products can leads to attitude change, both positive and negative (Easey, 2009).
Figure 2.3 Attitude components and buying behaviour (Easey, 2009) Beside, Ghoshal, Boatwright and Caganl (2009) proposed a model illustrated the packaging influence on product valuation and attitude. According to figure 2.3, it showed that exposure to packaging elicits a reaction (attitude toward packaging), which in turn evokes specific thoughts or judgments and feelings or emotions (affective reactions) that elicit an overall reaction toward the featured product (attitude toward product), which finally impacts behaviour. This also follows Burke and Edell (1989)"s characterization of attitude to advertising as consisting of cognitive and affective elements.
Figure 2.4 A conceptual model of how packaging impacts product valuation via a dual logical- affective process (Ghoshal, Boatwright and Caganl, 2009)
JI CHAPTER 3 RESEARCH METHODOLOGY 3.1 Introduction This research aims to investigate how packaging influences generation ys consumer behaviour by providing certain cues and the objectives of this study are discussed below. To ensure the reliability and accuracy of the data collected, a series of preliminary and pilot test will be performed and the research approach is discussed in this chapter. Research instrument, sampling method as well as the questionnaire design are also presented in this chapter. 3.2 Research Design The present research will compose of two phases. For the first phase, it involved the field study. Definitions, principles and theories were studied to have better understanding of the basic concepts and knowledge to conduct the research as well as to construct the questionnaire. Ideas for the construction of questionnaire are derived from an in depth overview of the assumptions and concepts proposed by academic researchers. Statements about the marketing power and visual appealing package were developed from these theories and conceptual ideas. The second phase is the development of questionnaire. The survey will be created after a pilot test to enhance the reliability, validity and practicability of the questionnaire. 3.2.1 Exploratory Research To provide insights and understanding of the nature of the marketing phenomena related in this research, related definitions and theories were researched from the publication, academic journals and the Internet to provide fundamental knowledge in literature review section. Exploratory research also served to define the research areas fully and helped to formulate for further investigation. Afterwards, all the appropriate variables were established and their connection has defined. These valuable secondary data are served as basic background information for the present study and provided insight for development of the research.
JJ 3.2.2 Quantitative Research In this research, quantitative research was employed. Further, hypotheses testing and statistical analysis were utilized. Besides, questionnaire was adopted as an effective tool for the collection of primary quantitative data. Details of the questionnaire design and setting would be discussed in the following parts. 3.3 Sample Frame Sampling frame is a representation of the elements of the target population. In this research, the respondents must be generation Y and could read and understand scale wordings, regardless of gender or demographic differences. 3.3.1 Sample of the Study Sampling was a vital process of a survey approach. Useful data were collected form a subgroup of particular target population. Considering the target group of participants, all generation Y was included and for which the present research would like to generalize. As a result, sample for the study was drawn from the target population. 3.3.2 Sample Size and Response rate Above 100 respondents will be surveyed. 3.4 Data collection This stage is used for collecting the required data. The questionnaire was served as an effective tool to collect the quantitative data needed. 3.4.1 Data Collection Method Hardcopy of the questionnaires were distributed through personal network in university, company and friends, home. Face-to-face method where used for the data collection. To get access to potential consumers in multi-nationality and various culture backgrounds of packaging, another questionnaires was collected through Internet. A self-administrated questionnaire survey using the random sampling approach was conducted. The questionnaire was first set up online, then questionnaire were sent out through email and Facebook. The respondents are able to answer the entire questionnaire without any disturbing of interviewer.
JK 3.5 Objectives of the Study Five objectives were established in this research. They are as following: 1) To demonstrate the marketing and aesthetically appealing power (AAP) of packaging. 2) To understand the attitude towards packaging by Generation Ys. 3) How the variables (marketing and aesthetically appealing power) influence the Generation Ys action in marketplace and how packaging influence their consumer behaviour. 4) To explore the factors influence Generation Ys. 5) To see whether packaging has a positive effect / reflects truly value on marketing mix amongst Generation Ys
JL 3.6 Limitation Since it was a study for educational purpose it might be suffering from various limitations. The main limitation for this research was the time, resources and sample size, which does not represent whole of India, the limitation of the study are: - Lack of time In this fast moving world every person is so busy that they do not have time to spend in providing information for the questionnaire Limitations of skills - There are respondents who dont understand the sense of the questions, which may lead to observation of inadequate information. Since sample was random sample it may lead to an error due to sample taken not confirming to the actual population. There can be errors because consumer provides incorrect information.
CHAPTER - 4 DATA ANALYSIS
JM CHAPTER 4 DATA ANALYSIS 4.1 Data Analysis and Results 4.1.1 Descriptive summary of Demographic profile: Personal profile In the 113 respondents (N=113), there were 84 male while the rest 29 were female. Over a half of respondents were aged between 23 and 26 (52.13%), then followed by 45.13 % of the respondents aged between 19 and 22 years old. And rest (2.65%) aged 27 to 30. No respondent below the age 18 or above the age 30 filled my questionnaire. Statistics shows that vast majority of the respondents are either pursuing his/her postgraduate. Therefore it is clear that the respondents have received higher education. Majority of respondents earned less than Rs.10000 of their monthly income, which accounts for 59.29%. The next frequent monthly income was mainly in the range between Rs.10001 and Rs.20000 (19.47%). It is followed by 11.50% of respondents earned Rs.20001 to Rs.35000 of their monthly income. 9.73 % of respondents fell into the income range of above Rs.35000. The significant findings of personal profiles includes gender, age, education level and monthly income are illustrated in Table below Table 4.1 Showing Demographic Profile of the Respondents lrequency ercenLage Cender lemale 29 23.66 Male 84 74.34 !"#$% 113 100.00 Age 13-18 0 0.00 19-22 31 43.13 23-26 39 32.21 27-30 3 2.63 Above 30 0 0.00 !"#$% 113 100.00 MonLhly lncome 8elow 10000 67 39.29 10001-20000 22 19.47 20001-33000 13 11.30 Above 33000 11 9.73 !"#$% 113 100.00
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JN^ OL^ Figure 4.1 - Showing Gender of Respondents W&'(&+ @&.)0& W&'(&+ C)0& LM^ MJ^ K^ Figure 4.2 - Showing Age of the respondents IQ?JJ JK?JN JO?KR MQ^ IQ^ IJ^ IR^ Figure 4.3 - Showing monthly income of the respondents C%'1307 "'-%.& A&0%2 IRRRR C%'1307 "'-%.& IRRRI?JRRRR C%'1307 "'-%.& JRRRI?KMRRR C%'1307 "'-%.& <6%#& KMRRR
JO 4.1.2 Standard deviation and mean comparison of importance of the roles of packaging The following questions where asked to analyse the importance of roles of packaging in respect to Generation Y. This section presents the importance of the role of package in consumers perception. Seven answers were pre-determined for selection and divided into two categories: new role and traditional role. Table below showed the mean score and standard deviation of questions 1 to 7. The result shows that the factor Brand Representation has received the highest mean score (Mean=4.06, Standard Deviation=1.10). It is follow by the Protector (mean=4.00, Standard Deviation=1.04) and Easy Storage (mean=3.83, Standard Deviation=1.03). Visual Attraction (mean= 3.68, Standard Deviation=1.17) ranked number four among the seven factors. The result reveals that the one of the new role of packaging ranked the top score but traditional role still plays important role in packaging. Container (mean= 3.48. Standard Deviation=1.07), Promotion (mean = 3.38, Standard Deviation=1.18) and adornment (mean = 3.20, Standard Deviation=1.03) ranked the least important.
V%'1)"'&+ D+%1&-1%+ U),7 B1%+)5& D+%.%1"%' <(%+'.&'1 Z",*)007 <11+)-1 A+)'( S&/+&,&'1)1" %' I N L K O P P N J IK N Q JI IO O L K KL IQ JN KR LI KI IN L LI LI LI KJ KP KL KP M IQ LK KL JK Q KK LQ R IR JR KR LR MR NR Figure 4.4 - showing respondents of roles of packaging
JP Table 4.2 Showing Mean and standard deviation of roles of packaging New Roles Mean Standard Deviation Traditional Roles Mean Standard Deviation Brand Representation 4.06 1.10 Protector 4.00 1.04 Visually Attractive 3.68 1.17 Easy Storage 3.83 1.03 Promotion 3.38 1.18 Container 3.48 1.07 Adornment 3.20 1.03
4.1.3 Mean comparison of the importance of new roles and the tradition role of packaging According to table above, the top four ranking of important functions of fashion packaging are brand representation, protector, easy for storage and visually attractive. Among these four roles, two are new roles were as the other two are traditional roles of packaging. The remaining three functions are container, promotion and adornment. They are considered to be the least important functions. From the table above, the means score of the four new roles are shown are only 3.58 while the mean score of the three traditional roles are only 3.77. This shows that the traditional roles are perceived as more important than the new role. Table 4.3 Showing mean of new and traditional role of packaging Mean new 8ole 3.38 1radlLlonal 8ole 3.77 n=113
0%5FA6 4.5 - Showing mean of different role of packaging
JQ 4.1.4 Standard deviation and means of generation Ys attitude towards packaged products The mean score of attitude toward a packaged brand/product are showed in below table. Each of statement scores above 3, which indicate that respondents have generally a positive attitude towards packaged product. The highest ranking to the three statements in relate to packaged product is for the trustworthiness of the brand (mean=3.79, Standard Deviation=1.06) followed by brand image (mean=3.49, Standard Deviation=1.04). The mean score of the three statements is 3.55.
I J K L M X3& 6+)'(_/+%(*-1 3)#& &'%*53 /+&,1"5& P Q JQ ML IK X3& 6+)'(_/+%(*-1 ", 1+*,12%+137 J IL JL KQ KL X3", ", ) 3"53?&'( 6+)'(_/+%(*-1 N II LL KP IL R IR JR KR LR MR NR Figure 4.6 - Showing attitude of generaton Y towards packaged product
KR Table 4.4 Showing SD & Means of generation ys attitude towards packaged products Mean SLandard uevlaLlon 1he brand/producL have enough presLlge 3.49 1.04 1he brand/producL ls LrusLworLhy 3.79 1.06 1hls ls a hlgh-end brand/producL 3.38 1.00 1oLal 3.33 1.03 Table: Means of generation ys attitude towards packaged product
K9LQ K9OQ K9KP K9I K9J K9K K9L K9M K9N K9O K9P K9Q X3& 6+)'(_/+%(*-1 3)#& &'%*53 /+&,1"5& X3& 6+)'(_/+%(*-1 ", 1+*,12%+137 X3", ", ) 3"53?&'( 6+)'(_/+%(*-1 Figure 4.7 - Showing Means of generation ys attitude towards packaged products I9RL I9RN I R9QO R9QP R9QQ I I9RI I9RJ I9RK I9RL I9RM I9RN I9RO X3& 6+)'(_/+%(*-1 3)#& &'%*53 /+&,1"5& X3& 6+)'(_/+%(*-1 ", 1+*,12%+137 X3", ", ) 3"53?&'( 6+)'(_/+%(*-1 0%5FA6 4.8 - Showing Standard Deviation of generation ys attitude towards packaged products
KI 4.1.5 Standard deviation and means of generation Ys product judgment of packaging as a marketing tool The standard deviation and mean score of product judgment of packaging as a marketing tool of respondents are showed in below table. The marketing power of a product package reflects its value has highest mean value (mean=3.46, Standard Deviation=0.92). It is follow by probability of repurchasing the product (mean=3.19, Standard Deviation=1.18) and then with belief in terms of quality (mean=3.08, Standard Deviation=1.06). The last position is for the brand switching due to marketing power (mean=2.94, Standard Deviation=0.99). The mean score of the four statements is 3.17, which indicates that respondents generally have a positive attitude towards product judgment of packaging as a marketing tool.
I J K L M D)-;)5& 2"13 .)+;&1"'5 /%2&+ ", .%+& 6&0"&#)60& "' 1&+., %8 `*)0"179 IJ IK MJ JN IR C)+;&1"'5 /%2&+ %8 ) /+%(*-1 /)-;)5& +&a0&-1, "1, #)0*&9 J IN KL MR II X3& /+%6)6"0"17 %8 +&/*+-3),"'5 13& /+%(*-1_6+)'( ", 3"53&+ "8 : 8%*'( 13)1 13& /)-;)5& %8 13)1 6+)'(_ /+%(*-1 3), ,1+%'5 .)+;&1"'5 /%2&+9 II JR KL KJ IN : ,2"1-3 6+)'(_/+%(*-1 (*& 1% 13& .)+;&1"'5 /%2&+ %8 13& /)-;)5"'59 P JQ LL JN N R IR JR KR LR MR NR Figure 4.9 - Showing product judgement of packaging as marketing tool
KJ Table 4.5 Showing means of generation ys product judgment of packaging as a marketing tool
Mean Standard Deviation Package with marketing power is more believable in terms of quality. 3.08 1.06 Marketing power of a product package reflects its value. 3.46 0.92 The probability of repurchasing the product/brand is higher if I found that the package of that brand/product has strong marketing power. 3.19 1.18 I switch brand/product due to the marketing power of the packaging. 2.94 0.99 Mean 3.17 1.06
4.1.6 Means and standard deviation of generation Ys attitude towards aesthetically appealing package on products The mean and standard deviation score of product judgment of packaging as a marketing tool of respondents are showed in below table. The Aesthetically appealing package can increase my interest to possess the brand/product has highest mean (mean=3.31, Standard Deviation=1.09). It is follow by the expectation to satisfy me (mean=3.27, Standard Deviation=1.05) and then preference to buy brands/products, which is attractive in appearance, even with similar contents (mean=3.03. Standard Deviation =1.16). Aesthetically appealing package helps me to determine the quality of the product stands fourth position (mean =2.86, Standard Deviation=1,08). The last position is for consumers attitude towards paying more for aesthetically appealing package (mean=2.79, Standard Deviation=1.02). The mean score of the five statements is 3.05. This indicates that respondents generally have a positive attitude towards product aesthetically appealing power of package. I9RN R9QJ I9IP R9QQ R R9J R9L R9N R9P I I9J I9L D)-;)5& 2"13 .)+;&1"'5 /%2&+ ", .%+& 6&0"&#)60& "' 1&+., %8 `*)0"179 C)+;&1"'5 /%2&+ %8 ) /+%(*-1 /)-;)5& +&a0&-1, "1, #)0*&9 X3& /+%6)6"0"17 %8 +&/*+-3),"'5 13& /+%(*-1_ 6+)'( ", 3"53&+ "8 : 8%*'( 13)1 13& /)-;)5& %8 13)1 6+)'(_/+%(*-1 3), ,1+%'5 .)+;&1"'5 /%2&+9 : ,2"1-3 6+)'(_/+%(*-1 (*& 1% 13& .)+;&1"'5 /%2&+ %8 13& /)-;)5"'59 0%5FA6 4.11 - Showing Standard Deviation of generation Ys product judgment of packaging as a marketing tool
KL
Table 4.6 Showing Means of generation ys attitude towards aesthetically appealing package on products Mean SLandard uevlaLlon Aesthetically appealing package helps me to determine the quality of the product. 2.86 1.08 It is generally worth it to pay more for aesthetically appealing package. 2.79 1.02 I believe the product/brand can meet my expectation. 3.27 1.03 I prefer buying fashion brands/products which is attractive in appearance, even with similar contents 3.03 1.16 Aesthetically appealing package can increase my interest to possess the brand/product. 3.31 1.09 Total 3.03 1.10 I J K L M <&,13&1"-)007 )//&)0"'5 /)-;)5& 3&0/, .& 1% (&1&+."'& 13& `*)0"17 %8 13& /+%(*-19 IL JN LI JN N :1 ", 5&'&+)007 2%+13 "1 1% /)7 .%+& 8%+ )&,13&1"-)007 )//&)0"'5 /)-;)5&9 II KL LJ JR N : 6&0"&#& 13& /+%(*-1_6+)'( -)' .&&1 .7 &4/&-1)1"%'9 M JL KJ LR IJ : /+&8&+ 6*7"'5 8),3"%' 6+)'(,_ /+%(*-1, 23"-3 ", )11+)-1"#& "' )//&)+)'-&= &#&' 2"13 ,"."0)+ -%'1&'1, IJ JN KL JQ IJ <&,13&1"-)007 )//&)0"'5 /)-;)5& -)' "'-+&),& .7 "'1&+&,1 1% /%,,&,, 13& 6+)'(_/+%(*-19 O JI JP LL IK R M IR IM JR JM KR KM LR LM MR Figure 4.12 - showing aesthetically appealing package on product on generation Y
KN CHAPTER 5 FINDINGS 5.1 Major Findings 5.1.1 The Role of Packaging As per the analysis it is found out for generation y, the traditional role with a higher mean score is considered as more important than the new role in respect of packaging. Among the proposed seven roles, brand representation and protector yield the top 2 position respectively. Surveys revealed that generation Y considered packaging as a marketing tool and should be attractive on appearance without hammering tradition role. These predicted results were consistent with the literature which suggests that 1) packaging as a brand communication vehicle (Nilsson and Ostrom, 2005), 2) Packaging can be a stimulus associated with attractive appearance (Ghoshal, 2010). On the other hand, mean of traditional role and new role score are more over similar. This indicates generation Y does not ignore the basic functions of package, but only received a relatively attention compared to the new roles. The mean score of the new role and traditional role is above 3.5. The finding supported that the new roles of packaging are important as old roles in generation Ys mind. One possible reason behind can be explained by the nature of fashion and food industry. As mentioned in the previous chapter, package is used for protection and assist transportation of food items in the present and past decades. Unlike food, fashion products are always in its final form. Packaging acts as a silent salesman instead of merely a container or protector (Pilditch, 1973). The ever- changing fashion market is formed by innumerable competitions; therefore they should be more innovative in terms of packaging. With this environment, fashion retailers tried to adopt innovative means to capture their attention. Packaging often presents consumers with a crushing display among other marketing stimuli. Due to the unique features of the fashion market, it may be beneficial to convey the brand meanings via packaging in an aesthetically attractive manner. This result also reflects the noticeable transformation in role of packaging, but the role differs from category to category. That is in general both tradition and new roles are important but for FMCG traditional role are important in compared to Fashion Industry and for fashion Industry new roles are more important,
KO 5.1.2 The Attitude towards Packaging Mean of attitude was calculated and it was found out the mean score of the three statements is 3.55, with the highest mean of 3.79 that is for the trustworthiness of the brand/product. Generation Y generally has a favourable attitude towards packed fashion product/brand. Trustworthiness is ranking the top position in respect to the attitude of generation Y towards packaging. These results are important for market as it help to reposition package as one of their marketing strategy. 5.1.3 Product Judgment of Packaging as a Marketing Tool Mean of product judgment was calculated and it was found out the mean score of the four statements is 3.17, with the highest mean of 3.46 for value which reflects the marketing power of a packaged product. This indicates that respondents generally have a positive attitude towards product judgment of packaging as a marketing tool. The marketing power of a product package reflects its value has highest mean value (mean=3.46). It is follow by probability of repurchasing the product (mean=3.19) and then with believable in terms of quality (mean=3.08). The last position is for the brand switching due to marketing power (mean = 2.94). There fore packaging has quite a effect on Generation Ys consumer behaviour in respect to packaging. 5.1.4 Attitude towards Aesthetically Appealing Package on Products Mean of attitude was calculated and it was found out the mean score of the five statements is 3.05, with the highest of 3.31 for aesthetically appealing power of package to increase ones interest to possess the brand/product. It is follow by the expectation to satisfy one (mean=3.27) and then preference to buy brands/products, which is attractive in appearance, even with similar contents (mean=3.03). Aesthetically appealing package helps me to determine the quality of the product stands fourth position (mean =2.86). The last position is for consumers attitude towards paying more for aesthetically appealing package (mean=2.79).
CHAPTER - 6 CONCLUSION
KP CHAPTER 6 CONCLUSION 6.1 Conclusion The overall purpose of this study was to investigate and learn more about the value-added functions that influence the purchasing behaviour and it effect of generation Y. Instead of studying the fundamental knowledge of package, the study mainly focuses to gain an in-depth look of its value-added function. Effect and issue of packaging has widely been studied in the past few years. We also studies its role and unique promotion effect in todays marketplace that helps in manifests in the domain of consumer purchase behaviour. The relationship of its value- added functions with respect of generation Y has been successfully proved in this research. The results have important implication for brand packaging strategy. This study is undertaken to provide a general views of package product and its influence is generation Ys consumer behaviour. The generalization of the results of this study should be interpreted with caution in light of specific functions of packaging. The findings may vary in different target groups in different industry as the study focuses only on generation Y. The research was limited to the analysis of 113 respondents, which was due to the time and resources limitation. Most of the data was collected either from the university and other social media using Google drive. There fore most of the respondent are pursuing their Post Graduation which shows respondents are well educated. Majority of the respondents where aged between 19-26. The result may not be representative and there might be deviations with respect to general population in terms of geographic profiles. Another limitation is that most of the data were collected online. By using this self- administrating method, respondents were allowed to complete the questionnaire at home or any places, the answers may not be accurate enough because some of them may complete the questionnaire with distraction.
KQ 6.2 Future Scope The main aim of this research is to identify the impact of packaging on consumer behaviour. The focus of this research is only on generation Y. The entire findings are well supported with influence of value-added functions. This study offers several contributions and implications for future practice. The research identified that both the traditional as well as the new role of packaging is equally for generation Y. The literature review discusses the changing roles and its relevance in different industries, such as food and fashion industries. The impact upon consumer behaviour in decision-making through packaging has been evaluated through various researches recently. These researches are a good source of information for all studies in food industry, but other major industries have been ignored. This study spreads light upon the perception of generation Y with respect to packaging. Moreover, the significant impact of attitude on generation ys decision-making was added to the existing framework. More than just being a basis for a comprehensive understanding of packaging, this research acts as an opportunity for future study for marketers. The current scenario of retail marketing is like the survival of the fittest. Retailers have realized that packaging is the ultimate tool to be employed to harvest the maximum potential from the customers.
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APPENDIX
LM QUESTIONNAIRE Sir / Madam I am Rohith Thampi currently pursuing MBA from Amity Business School, Noida. As a part of curriculum, I am doing a dissertation on Impact of packaging on generation Ys consumer behaviour. Kindly cooperate and respond sincerely to each question. All the information will be kept confidential and will be used only for academic purpose. Part I Attitude towards packaging of product/brand Please score the following factors that you think the package of products should function? (1 the least important; 5 the most important) 1 Container 1 2 3 4 5 2 Protector 1 2 3 4 5 3 Easy for storage 1 2 3 4 5 4 Promotion 1 2 3 4 5 5 Adornment 1 2 3 4 5 6 Visually attractive 1 2 3 4 5 7 Brand representation 1 2 3 4 5
Part II - Attitude towards a product/brand with packaging Please read the statements carefully, and then indicate the extent of your agreement or disagreement with the following statements by circling the appropriate number. (1=strongly disagree, 5= strongly agree) Packaging is a tool that connects from, structure, material, colour, imagery, typography and ancillary design elements with Fashion product information and brand name. For example, you may think about the brand Tiffany & co. when you saw the blue jewelry box with white ribbon.
LN 8 The brand /product have enough prestige 1 2 3 4 5 9 The brand /product is trustworthy. 1 2 3 4 5 10 This is a high-end fashion brand/product. 1 2 3 4 5
Part III - Product judgment of packaging as a marketing tool Please read the statement carefully, and then indicate the extent you agree or disagree with the following statements by circling the number 1 to 5. Marketing power* Packaging as a marketing tool which has an appeal to the shoppers impulse. Packaging is a tool that connects from, structure, material, colour, imagery, typography and ancillary design elements with Fashion product information and brand name. For example, you may think about the brand Tiffany & co. when you saw the blue jewellery box with white ribbon.
Part IV - Aesthetically appealing package on products Please read the statement carefully, and then indicate the extent you agree or disagree with the following statements by circling the number1 to 5. (1=Strongly disagree, 5=Strongly agree) Aesthetically appealing in a package is visually attractive and can provide you a pleasant feeling. 11 Package with marketing power is more believable in terms of quality. 1 2 3 4 5 12 Marketing power of a product package reflects its value. 1 2 3 4 5 13 The probability of repurchasing the product/brand is higher if I found that the package of that brand/product has strong marketing power. 1 2 3 4 5 14 I switch brand/product due to the marketing power of the packaging. 1 2 3 4 5
LO 15 Aesthetically appealing package helps me to determine the quality of the product. 1 2 3 4 5 16 It is generally worth it to pay more for aesthetically appealing package. 1 2 3 4 5 17 I believe the product/brand can meet my expectation. 1 2 3 4 5 18 I prefer buying fashion brands/products which is attractive in appearance, even with similar contents 1 2 3 4 5 19 Aesthetically appealing package can increase my interest to possess the brand/product. 1 2 3 4 5
Part V Demographic 20 Gender Male Female 21 Age 16-19 19-22 23-26 27-30 Above 30 22 Education _________________________ (Please Specify) 23 Monthly Income Below 10000 10001 - 20000 20001 30000 Above 30000
LP WEEKLY PROGRESS REPORT Sl. No Week Targets Achievements (Work Done) Comments / Observation by faculty Guide WPR S/D Faculty Guides Signature 1 23 Sept 2013 28 Sept 2013 Selection of the area or Industry for the dissertation Analysed various Industries such as consumer goods, Retail, packaging etc. Suggested to analyse package and consumer Industry
2 30 Sept 2013 05 Oct 2013 Shortlisting the various sector & Industries Studied the market for packaging industry Approved the selection of packaging sector as area of study
3 07 Oct 2013 12 Oct 2013 Discussion regarding the title of dissertation Analysed few research papers, related to various studies already conducted in packaging sectors Suggested to focus on Generation Y and their impact on packaging
LQ 4 14 Oct 2013 19 Oct 2013 Shortlisting the title for dissertation Selected the title for the study packaging on Generation Ys Approved the title and also suggested that study should be on a particular product segment
5 21 Oct 2013 26 Oct 2013 Final selection of the title for dissertation Final title Impact of packaging on Generation Ys consumer behaviour Accepted the title as final title selected for study. Advised to analyse research paper on similar studies
6 28 Oct 2013 01 Nov 2013 Discussion regarding the format, layout & flow of the study Decided the sequence of study, content & format as well as linking of various chapters Explored the APA format & shared few reports to create a better understanding of the format
MR 7 04 Nov 2013 08 Nov 2013 Introduction of the study & method of data collection Discussed the content of introduction chapter & collected secondary data. Completed Introduction chapter Advised to refer to advertisement text books, journals, research papers and collected the secondary data
8 02 Dec 2013 07 Dec 2013 Developing the literature review Discussed the format for literature review and designed the entire review of literature Providing reports for understanding APA rules & guidelines of writing of review of literature
9 09 Dec 2013 13 Dec 2013 Framing the objectives for the study Detailed discussion about the objectives, construction of objectives Suggested that the objectives for a study should be concise and achievable
MI 10 16 Dec 2013 20 Dec 2013 Design of research methodology and the research design Decided the data collection methods, the tools for data collection & defined the catchment (target customers) Advised to conduct a primary research for data collection & helped to design the methodology
11 23 Dec 2013 27 Dec 2013 Design the questionnaire Analysed various scales and design a tentative draft of questionnaire Suggested change to questionnaire change of parameter and advised to make questionnaire short & concise
12 30 Dec 2013 03 Jan 2014 Approval of questionnaire Made all necessary changes to the questionnaire and revised the various parameter as per objectives Approved the final questionnaire and advised to commence data collection
MJ 13 06 Jan 2014 10 Jan 2014 Pilot Study Conducted a Pilot study to understand the validity of the questionnaire Pilot study was conducted
14 13 Jan 2014 18 Jan 2014 Data Collection Collected the primary data by getting questionnaire filled from students, friends etc. Data collected complete advice to study various tools that should be applied
15 20 Jan 2014 24 Jan 2014 Review of primary data collected Analysed few reports and studied and where to apply various tools Assisted to make decision and suggested ways to perform the analysis
MK 16 27 Jan 2014 01 Feb 2014 Data Analysis Discussed the various tools that should be applied and learned about interpreting the decide results Suggested to use Microsoft Excel for the data analysis purpose
17 03 Feb 2014 07 Feb 2014 Data analysis review Formed table and charts out of data collected using Microsoft Excel. Used mean and standard deviation. Review the entire data analysis and advised to interpret all results
18 10 Feb 2014 15 Feb 2014 Review of data analysis Analysed all the results and reviewed them to write their interpretation. Checked the interpretation and approved all the analysis performed
ML 19 17 Feb 2014 22 Feb 2014 Finding of the Study Used the interpretation of all the results to identify all the findings from the study Findings from the study is appropriate and according to the objective
20 24 Feb 2014 01 Mar 2014 Conclusion and future scope of the study Based on various findings drawn out conclusion was made All the conclusion are based on the findings and are appropriate
21 03 Mar 2014 08 Mar 2014 Final report completion for Pre submission viva Compiled all the chapters together to prepare the tentative report Advised to arrange all the chapters in the given Amity format
MM 22 10 Mar 2014 15 Mar 2014 Completion of the report for pre submission viva Completed the report and designed the taste of contents, list of tables & figures Approved the report for pre submission viva
23 17 Mar 2014 22 Mar 2014 Submission of the report for pre submission viva Submitted report to pre submission viva found changes suggested by viva board Advised to incorporate all the changes suggested by viva board
24 24 Mar 2014 29 Mar 2014 Changes in report for the viva board Make the changes to the report and submitted final copy for plagiarism check Plagiarism is less than 15%. Approved the report and accepted the final report
25 31 Mar 2014 - 05 Apr 2014 Final Completion Got the hard bound report to be submitted for final viva Accepted a copy of the hard bound report.
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