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CHAPTER I

Problem and its Background

Marketing competition in this day as quite stiff, and as a result other organizations

are practically trying to find new ways to get their customer to buy their product,

therefore by utilizing excellent packaging, companies can bring more customer in nothing

tends to get a attention of customer in terms of packaging design. If the packaging is not

doing anything and then nobody can buy their product. Packaging is truly reflecting the

brand and the product. Having a good packaging design will continue to work for

company and product for many years to come.

Packaging design is one of the most important part of a product. Without

packaging design the product that you offered is not become attractive to the eye of your

consumer. There is difficult to think what kind of packaging design does the

manufacturer of a product is gonna use. Every consumer have their own taste when it

comes to the design, but even though that the product that their offered have a good

packaging design it is not mean that their product is become salable to the consumer

because some customer is not only look for the packaging design but also to the quality

of it.

Packaging design must meet the new trends in wholesaling and retailing methods

as well as changes in merchandising to improve the product’s marketability. Packaging

design defined as the process of designing, manufacturing and incorporating the various

physical elements and accessories required for the proper wrapping, protection, shipping,
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stacking and identification of a product. Design is a process of developing purposeful and

innovative solutions that embody functional and aesthetic demands based on the needs of

the intended user. Design is applied in the development of goods, services, processes

messages and environments. A good packaging strategy will endeavor to produce

packaging that is unique, functional and easy to remove. Products can be a packaged in

variety of style. When it comes to packaging, size matters. And also changes in the shape

of packaging or serving sizes can have a big impact on consumption pattern. You can

say that the product that you buy is quality if it is used for a long period of time and also

when you earned a benefits from that product. But don’t use too much amount of money

to make your packaging design beautiful and attracting to the eye of the consumer,

because it may cause deficit to the business that you operate. Deficit is one of the most

contender of the businessmen because the business they operate is become deficit may

cause to close their business.

The product that researchers choose to study is the Packaging design for Green

Life Soap. Green Life home of Coconut products has a vision that become a leading

producer of high value and high quality coconut products in a natural way that will create

jobs for the farmers and help the development of the coconut industry. The company

helping not only because of their products that have benefits for the people who use and

its helps to our coconut industry to be widen. The company mission is to produce high

value coconut products such as virgin coconut oil, coco milk, coco jam, coco sugar,

vinegar soy and coco water and to give jobs for the coconut farmers and farm workers.

Green Life soap is from the Green Life Home of Coconut Product Company. The
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researchers choose this product because they know that the researchers can give a big

help in terms of the packaging design of Green Life Soap.

The researchers conduct this study, because the researchers wanted to know the

good packaging design for Green Life soap when it comes to conducting their

manufacturing process.

Setting of the Study

Figure 1: Map of Green Life Home of Coconut Product

The research study is set in Green Life Home of Coconut Products located at

Brgy. Wakas Tayabas City. Province of Quezon Region IV-A. This company started in

2001. Green Life Home of Coconut Product is a manufacturer of high value coconut
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product and their able to create more jobs in our society. Today the Green Life is now a

direct exporter, supplier. Green Life Home of Coconut Product is the first social

enterprises that incorporates with farmers and cooperative to introduced the Integrated

Coconut Village Processing in the main goal of bringing its social mission. The main

goal of Green Life Home of Coconut Products is mind set of helping small coconut

farmers and producing healthy coconut product.

Statement of the Problem

The main problem of the study is to know the best Packaging Design for Green

Life Soap.

More specially, it hopes to answer the following questions:

1. What is the demographic profile of consumer that availed of handmade soap in terms

of:

1.1 Age

1.2 Sex

2. What is the packaging preference of the respondents on the Green life soap?

3. What are the perception of the respondents on packaging attributes for developing a

product?

3.1 Information

3.2Visibility
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3.3 Workability

3.4 Materials

3.5 Social Environment

4. What appropriate packaging design can be proposed for Green Life soap:

Significance of the Study

The packaging design plays a big part in one product. It is very important for the

management to have their product a good packaging design that fits to their product.

To the Management

This study helps the management to give a clear idea to think or to create a good

packaging design that fits to the Green Life Soap, and also to have an improvement in

terms on packaging design.

To the Researchers

As the future businessman / businesswoman the study help them to determine

what the other aspect they used to create a good packaging design to be used for their

business. This may also serve them as guide how to choose a good packaging design for

their chosen product. To be able to make their business stay operated for a long period of

time. By means of these, this may built a positive a good image for the product and for

the business.
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To the Future Researchers

This may serve as a guide for future researchers who make take the same study.

Scope and Delimitation of the Study

This study only focused on the packaging based on the following criteria the

information, visibility, workability, materials, and social environment. The researchers

are only focused on the packaging design that fits of the soap.

Definition of Terms

For better understanding, of the study; the researchers define the following terms

used in this study were defined operationally and contextually.

Box Is describes a variety of containers and receptacles for permanent use as storage, or

for temporary use, often for transporting contents. It may be made of durable

materials such as wood or metal or, of corrugated fiberboard, paper board, or

other non-durable materials.

Consumer Is a person who buys goods and services.

Information Is knowledge or details that you get something facts about the product it

may includes content, brand name, ingredient, application, labels, benefits,

resources and etc.

Manufacture The process of making products especially with machines and factories.
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Materials A substance that which something is made for, or something used in doing for

the product it may related to wrapper, fabric bag, paper wrap, cartoons printed

paper wrapper or even recyclable or reusable materials.

Packaging Design Packaging of a product that have a design.

Paper Is the material that used in the form of thin sheets for writing or printing on,

wrapping things, etc.

Product Marketability Varies depending on the company essentially marketability is a

measure of whether a product will appeal to buyers and sell at a certain price

range to generate a profit.

Soap A substance that is used for washing something.

Social Environment Something happens or develop a product in which establish or build

to be responsibly to the source materials or be recycled or recovered efficiently

after use without impact to our environment.

Visibility Ability to see or be seen the product such as texture, color, design, especially

the shape, logos, slogan, graphics and etc. to create professional looks.

Workability Capable in being put into effective, enhances the marketability of the

product or improves the appearances and attractiveness of the product.


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Chapter II

Review of Related Literature and Studies

These related literature and study present the concepts of the relationship between

packaging design for green life soap to provide a background and wider ideas for better

understanding of this literature and studies.

Literature

Packaging Design

According to Romero (2016), a product packaging should entice the consumer, so

they felt informed and complied to purchase and take it home. The package is a

combination of marketing design and technical production skills. The deliverables

include a distinctive brand logo, various packaging structures within the product line and

a comprehensive narrative. Achieving the goals and objectives of this project will

transform the understanding of package design into marketable asset.

Packaging is an important component for many products. A package is the

container or wrapper for a product. It typically includes a label, a printed description of

the product on the package, manufacturer, and expiry dating for food and drugs.

Packaging is important both consumers and distributors of a product. A products package

performs a number of different functions, including protecting the product until consume,

storing the product until consume, facilitating consumption of the product, promoting the

product, and facilitating disposal of the product. This is why you see some products in
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bottles contained in a secondary packaging card board backs with promotional print and

logo and all other marketing info. The secondary packaging material is both for

promotion and protection, as well as for convenience on the display shelf (Garrovillas

2013).

According to Wiedemann (2012), packaging is a highly underrated art form. As

the first thing a consumer sees when looking at a product, the packaging can make or

break a sale.

The packaging design creates value added to a product which has major influence

on customers’ purchasing decision process especially at the point of purchase. However,

most entrepreneurs lack knowhow, knowledge and skills regarding technology of

packaging design. They encounter problems of selecting appropriate designs which

match with their products as well as packaging design systems. These problems cause

time lost and an increment in cost of production. An entrepreneur will be able to specify

product attributes with its condition such as graphic element and application which is

aligned with the product package. To obtain the corresponding expert system, design

rules are derived from the analysis of Packaging design experts and customer's perception

after the detailed design of the product ( Auttarapong 2012).

As Ambrose and Harris (2017) demonstrated that the success of a piece of

packaging design is inextricably linked with its ability to sell a product. Packaging the

Brand discusses the implications of this commercial function for a designer. It explores

methods of visually communicating the value of a product to its target audience and
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examines the entire lifespan of a piece of packaging: from its manufacture and

construction, to its display in various retail environments, to its eventual disposal and the

associated environmental concerns.

The package is the culmination of careful planning by marketing, sales, research,

product development, manufacturing and advertising. Package design organize critical

factors which are generated by these activities. It tries to consolidate them into a single,

all inclusive visual entity, which must communicate the product positioning and,

marketing objectives to the customers at a single look. Hence, package design is one of

the critical elements in modern merchandising. The sale of edible products depend on

their inherent quality. The modern concept of packaging is based on the understanding of

what really is of consumer interest (Natarajan et.al.) 2014.

According to Gillespie and Hennessy (2013), specific packaging decisions that

may be affected include size, shape, materials, color, and text. Size may differ by

customs or in terms of existing standards, such as metric and non-metric requirements.

As noted earlier, higher income countries trend to require larger unit sizes; these

populations shop less frequently and can afford to buy larger quantities each time.

Packages can assume almost any shape; largely depending on the customs and traditions

prevailing in each market. Materials used for packaging can also differ widely. The

package color and text have to be integrated into a company’s promotional strategy and

therefore may be subject to specific tailoring that differs from one country to another.
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Packages have always served a practical function that is they hold contents

together and protect goods as they move through the distribution channel. The main

purpose of packaging must protect the product, must promote the product. A packaging is

becoming most important to the environment because it gives o good look and give

security to the product inside of it (Lamb et.al.) 2013.

As Frank (2012) demonstrated that the package may consist of the actual

container which may bear a label, or printed on, and this may itself be packed inside

another container. Thus a tube of toothpaste, bearing print, may be solid in a cardboard

box. With some products the secondary box, is used to protect the product and provide a

retail display aid, may be discarded when the product reaches home and its put into use.

In some cases, the container will cease to be useful once the product is consumed, e.g.,

sweet wrappers, seed packets, tea bags.

According to McDaniel et.al. (2012), three aspects of packaging that are

especially important in international marketing are labeling, aesthetics, and climate

considerations. The major labeling concern is properly translating ingredient,

promotional, and instructional information in labels. Package aesthetics may also require

some attention. The key is to stay attuned to cultural traits in host countries. Aesthetics

also influence package design. On the other hand, simple visual elements of the brand,

such as symbol or logo, can be a standardizing element across products and countries.

Packages may longer product life if the time between production and consumption

lengthens significally.
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As Kotler and Keller (2012) demonstrated packaging includes all the activities of

designing and producing the container for a product. Packages might have up to three

layers. Cool Water cologne comes in a bottle (primary package) in a cardboard box

(secondary package) in a corrugated box (shipping package) containing six dozen bottles

in cardboard boxes. The package is the buyer’s first encounter with the product. A good

package draws the consumer in and encourages product choice. In effect, they can act as

“five-second commercials” for the product. Packaging also affects consumers later

product experience when they go to open the package and use the product at home. Some

packages can even be attractively displayed at home. Distinctive packaging like that for

kiwi shoe polish, Altoids mints, and Absolut vodka is an important part of a brand’s

equity.

In 2016, Ooijen stated the two types of attribute inferences that result from

packaging design cues. First, the effects of product packaging design on quality related

inferences are investigated. Second, the effects of product packaging on healthiness

related inferences are examined. Whereas effects of marketing communications on

product quality related inferences have been studied extensively, very little research has

addressed the question how subtle packaging design cues influence product quality

perception. Possibly, packaging design as cues affect general product quality perception

and related attributes, such as price expectations and willingness to pay.

As to Harris and Sanborn (2013) demonstrated when soap first began to be sold

on stores, there was no distinction between hand, laundry, dish, or body soaps. That all

change, however when it was discovered that a market could be created for brand name
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soaps. Along with patent medicine manufacturer, early soap makers pioneered the

merchandising and packaging of brand name goods… manufactures also recognized that

they could charge a higher price for goods with memorable brand names and attractive

packaging. This lead to soap being among the first nationally marketed products, with

companies like Procter & Gamble and Palmolive devoting large advertising budget to

convinced consumers to buy their products and their target consumer is the women

because they are more likely to search for a replacement product if they didn’t find

exactly what they were looking for at the onset. Women are more likely to browse at their

leisure, making them an optional target for impulse purchases. But on the contrary, when

their on the hant for a particular item which is the soap, they tend to be more determine to

find that particular soap than men because they can use any kind of soap cause they are

not that meticulous rather than women.

The role of package in the development of the product personality was dealt

within the chapter on managing a product. We saw how the package takes up the role of a

silent salesman in the shelf/counter on the retail shop. For packaged consumer products

as a group, the package has evolved as a powerful communication tool it provides the

first appeal to the consumer. The actual product comes only later. The package is there to

be seen and felt. Its color, it shape, and its size, its label and letterings, the brand name of

the pack, the material use for the pack they all carry some communication cues. A good

package design is eye catching; it does not pose a strain for the consumer who looks at it

and examined it. A bad package design can harm and total product message, even while

the product is of high quality. The package design and color have to blend rhythmically
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to make the communication effective. Pictures, labels and other illustrations on the

package increase the product communicative value. (Ramaswamy) 2012.

Information

Information is required to appear in both inner and outer container indelible,

easily legible and visible lettering by the following. The name or style and the address or

registered office of the manufacturer or the person responsible for marketing and

cosmetic product who is established within the EU. This information may be abbreviated

if the abbreviation makes it possible to identify the undertaking. The nominal content at

the time of packaging, given by weight or volume, using the metric system of

measurement. The date of minimum durability (expiry date), except that this is not

mandatory for cosmetics products which have a minimum durability of greater than 30

months.

The date of minimum durability of cosmetics product is defined as “ the date

until which a product, stored under appropriate conditions continues to fulfil its initial

function. The date of minimum durability is required to be indicated by the words: Best

used before, the end of..; followed by either the date itself of details appears on the

packaging. Particular precautions to be observed in use (contain warnings related to

specific ingredients when included in cosmetics formulations) as well as any special

precautionary information on cosmetics product for professional use. (Butler) 2014.


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Visibility

According to Klimchuck and Krasovec (2013). Color has a direct impact on each

brand “ shelf impact,” including its visibility and shopability. In terms of visibility studies

have consistently shown that “ brand blocking” (through the consistent of color)

improves shelf impact. Contrary to popular belief, no single color is inherently “more

visible” at retail than any other color. That because visibility is a function of color

contrast. For example, Tylenol’s bright red packaging should break through clutter if

positioned next to Advil’s blue, but it might well blend right in and become recessive if

positioned next to Motrin’s bright orange (or store brand packaging that copies its color

scheme). In other words, the “right” color for shelf impact is situational.

Visibility signifies the ability of a package to attract attention at the point of

purchase. The objective is to have a package stand out on the shelf yet not be so garish

that it detracts from the brand image. Brightly colored packages are especially effective at

gaining the consumers attention. Novel packaging graphics, size, and shape also enhance

a packages visibility and thus serve to draw the consumers attention. Many brand in

product categories such as soft drinks, cereal, and candy alternate packages throughout

the year with special seasonal and holiday packaging as a way of attracting attention in

addition to fitting in with the season. (Terence) 2012.

Workability

In 2012, Shimp stated that the workability is refers to how package functions

rather than how it communicates. Several workability issue are prominent. (1) does the
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package protect the product contents. (2) does it facilitate easy storage on the part of both

retailers and consumers. (3) does it simplify the consumer task in accessing and using the

product. (4) does it protect retailers against unintentional breakage from consumer

handling and from pilferage, and (5) is the package environmentally friendly?

Numerous packaging innovations in recent years have enhanced workability.

These include pourable spout containers for motor oil and sugar, easy pour containers

(such as for Heinz ketchup); microwaveable containers for many food items, zip-lock

packaging for cheese and other food items, single serving bags and boxes, food in tubes

(e.g., yogurt, applesauce, and pudding). The introduction of Go-Gurt yogurt for children

illustrates for how a “workable” package can alter consumer behavior and increase sales.

Because eating yogurt from a standard container minimally requires the availability of

spoon, children and teens were not consuming yogurt at school. Hence standard yogurt

packaging essentially restricted sales of yogurt to adults and to the relatively few children

and teens willing to take a spoon to school.

Materials

As Terence (2012) demonstrated that another important consideration is the

materials that make up a package increased sales and profits often results when upgrading

packaging materials are used to design more attractive and effective packages.

Packaging materials can arouse consumer emotion, usually subconsciously. Packages

constructed of metal evoke feelings of strength, durability and perhaps undesirably

coldness. Plastics packages connote lightness, cleanliness, and perhaps cheapness.


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Materials that are soft such as velvet, suede, and satin are associated with femininity. Foil

can be used to convey a high quality image and provoke feelings of prestige. Beverage

products such as beers and sparkling wine often use foil with the apparent intent of

appearing high end. Finally, wood sometimes is used in packages to arouse feeling of

masculinity.

A large number and variety of materials are required to meet all the functional

needs of food packages. They range from materials of simple composition as, for

example a metal foil, to chemically complex synthetic films. The primary packaging

materials, e.g., metals, glass, wood, fabric, paper, and synthetic films, are modified in

many ways in particular purposes. They may be treated to withstand the solvent action of

acidic, basic, neutral, alcoholic, or fatty foods they will contain or the abrasive action of

the foods. These and other desired modifications, may also be accomplished by

combining two or more basic materials. Technically the package must protect the

contents from contamination and it must not itself contaminate the contents. From the

commercial view point, the package should be convenient to use and attractive in

appearance. (National Research Council (US) food) 2013.

Social Environment

According to McDonough et. al. (2014). The sustainability of paper and

paperboard packaging performs very well when all those environmental issues are taken

into account. The principles of sustainable design include consideration of materials,

energy and toxicity -use of renewable energy- that all emissions to air, water and land are
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safe, and issues of the efficiency in the use of materials, energy and water along with

social issues are taken into account. Paper and paperboard are C2C products. At the end

of life, paper and paperboard can be recovered and the fiber recycled. Alternatively, the

energy in paper and paperboard may be recovered in an EFW process or the fiber may be

composted for use in agriculture and horticulture. Even fiber that is difficult to recover on

account of the way it is used, for example hygienic tissue in sewage sludge and food-

contaminated paper and paperboard waste which would otherwise be sent to landfill, may

be source of energy by means of anaerobic digestion.

Studies

According to the study conducted by Africa A. (2012) entitled “Improvised

Protective Packaging For Light Sensitive Intravenous Medications”, found out that the

packaging of a brand plays a large role in enhancing the consumer’s experience.

Packaging is marketing plan of different companies. The function of packaging was to

carry the product and keep it safe. They found that a manufacturers realized that they can

create a good packaging by the help of this study.

The study conducted by Dizon J. and Sena J. (2015), entitled “Consumers

Awareness on the Potential Health Hazard of using Recycled Paper based Packaging in

Lucban Public Market” the result of this study is to ensure the safety of the product on its

packaging. They conclude that having a clean packaging is a advantages of a business

because they know that a consumer who availed a specific product is not only look on its
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product but also on its packaging. Having a clean packaging is the another way to make

the consumer come back and buy again that product.

In the study conducted by Atienza C. et.al (2012), entitled "Packaging Design

For Instant Pancit Habhab", this study contain of how to create a good packaging for

Instant Pancit Habhab. Creating packaging takes a lot of time, effort and money. The

author believe that innovation in form a new technique for a packaging to continued

growth national economy. Improvements on packaging such as preservation and

promotion on the product has to be made. Creating packaging design or the packaging

must be focus on brand identity and quality, printing and packaging operations.

The study conducted by Lustacio S. (2012), entitled “Packaging Design For

Lucban Longganisa”, stated that the good packaging serve as the correct environmental

conditions for the product. Good packaging must provide barrier against dirt, the

packaged should be secured, package design provide convenience in handling. They

conclude that having a good packaging design is an advantage in a business. Color is one

of the most important aspect in making a packaging. They believe that the customer can

be convince to buy the package that contains the product because they are attract on its

packaging.

According to the study conducted by Anyayahan P.et.al. (2014) entitled

“Inventory Management and Control System of Packaging Materials for Pacific Royal

Basic Foods Inc. in Candelaria Quezon” this study serve as guide to the future researcher

when creating a good packaging. The result of this study help the management and
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control think a creative packaging . They conclude that a packaging must have a good

materials, because the quality of the packaging materials that is use in creating a

packaging. It is important to a organization because it gives more good look when the

packaging is good.

In the study conducted by Hellstorm et.al. (2016) entitled “ Managing Packaging

Design for Sustainable Development” the result of the sustainable development where

help the people in an organization to build or make a sustainable development. He

conclude that a development help us to make easier, friendlier and packaging do

contribute to sustainable development. He also conclude that a packaging design is a

powerful vehicle in making the transition to a make sustainable society.

According to the study conducted by Wang Edward (2013) entitled “The

influence of visual packaging design on perceived food product quality, value, and

brand preference” they found out that the result of this study shows attitudes toward

visual packaging directly influence consumer perceived food product quality and brand

preference. He conclude that the visual packaging is a positive thing when it comes to the

consumer. Also he conclude that having a food product preference is a important part on

the business.

In the study conducted by Valajoozi & Zangi (2016) entitled “A review on visual

criteria of pure milk packaging for parents and their children” packaging could be

concluded that the selection criteria and packaging attractiveness varies among children

and parents, and the aesthetic factors of packaging could be used with different priorities
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for these two groups. And also at the end of research some practical recommendations are

presented in order of importance based on parents’ preferences.

According to the study conducted by Rundh (2016) entitled "The role of

packaging within marketing and value creation" packaging has become an important

tool in marketing of different products either this is for end-consumers, or customers

in a supply chain. This has become more essential as more products are introduced

on a market. The study shows the significance of linking packaging to marketing

strategy. An important ingredient for that is the use of packaging design for

differentiation purposes. The results support also that packaging has become an

essential factor for a secure and efficient distribution in a food supply chain. In

addition, packaging and packaging design is contributing to value creation for

different actors in a food supply chain.

According to the study conducted by López & Boluda (2014) entitled

"Packing decision for low fat aliments: a review" discovered that

some packaging factors also affect food buying process: colours, graphics, size,

shape, typography. In this regard, a package for a low fat aliment could

be designed including a picture on the label showing the benefits of the product with

green colors, medium/small sizes and natural shapes, without sophistications. An

umbrella brand for different firms acting in this market could be created, to facilitate

their healthy products identification. For low fat foods, a good or a poor performance

is not sufficient; you have to perform better than those competitors whose
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competitive capacity is strong enough to influence strategic decision taking. Low fat

products must be focused to a particular target. A product of these characteristics

cannot be launched for all the markets at the same time, and under the same

conditions. Some personal factors do really affect food buying process: socio -

demographic characteristics (age, gender, income and education), involvement, time

pressure or motivation. A possible recommended target for law fat aliments could be:

an old/medium age women, with a medium/high economic position, educated,

involved in food buying and worried about health. Some packaging factors also

affect food buying process: colours, graphics, size, shape, typography. In this regard,

a package for a low fat aliment could be designed including a picture on the label

showing the benefits of the product with green colors, medium/small sizes and

natural shapes, without sophistications. An umbrella brand for different firms acting

in this market could be created, to facilitate their healthy products identification.

Synthesis

Packaging give a big help to our society to make the product more good.

Packaging has a positive and negative effect to our society. The positive effect it give a

anew look to a product that make the consumer persuade to buy that product. Having a

good packaging means that the business which is offering the product is wealth. But

despite of many negative effect that the packaging may have there are also a good effect

in terms on our society. Packaging has always been important part of marketing plan.

The functions of packaging was to carry the product till it is delivered and consumed.

The consumer loves see the product that they are consuming.
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Packaging become one of essential practices in ensuring the safety of the food.

Its design should have protect to the product but when making a packaging design it takes

a long period of time. When making a packaging design the size, shape, and weight is

considered. There are two levels of packaging the first one is the primary packaging and

the second is the secondary packages, both packaging is meant to directly contain the

product.

The packaging involve as the development of a container and a graphic design for

a product. A package can be a vital part of a product, making it more versatile, safer and

easier to use. Like a brand name, a packages can influence customer's attitudes towards a

product and so affect their purchase decision. Packages characteristic help shape buyers

impression of a product at the time of purchase or during use. The main functions of

packaging and considered several major packaging decision. Almost every designer loves

to get crafty in create some of their artwork by machine. The packages can create a strong

identity that customer will remember. Most all of the customer that loves color that a

product. It is no secret that colors evoke emotion and affect purchasing decisions.

Because of this, color has always been one of the most important choices in packaging

design.

Good package provide a good conditions of a product starting from its packages

through its consumption. Good package provide a good barriers against dirt, it also

prevent looses, the package secure, packaging should provide protection to its product or

food. Good packaging design should persuade the customer to purchase that specific

product. There is a belief that a color is one of the most important aspects when making a
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packaging. Packaging must maintain the good quality of a product, without a packaging

the product is not look good to the eye of the consumer that may availed that product.

Durable packaging is one of the most important thing when making a packaging, if the

packaging is durable or if it can take a long period of time then we can definitely sure that

the product is secure.

Conceptual Framework

Input
Criteria
Information Process Output
Visibility Proposed
Through survey
Workability questionnaire Packaging Design
Materials
Social Environment

Figure 2. Packaging Design For Green Life Soap

This study is focused on the “Packaging Design For Green Life Soap”. The

assessment is determined in terms of variables namely information, visibility,

workability, materials, social environment. The primary target of the study is why it was

the chosen input. Process includes through survey questionnaire. Output include the

proposal and packaging design.


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Chapter III

Methodology and Research Design

This chapter presents the method of research used in the study, respondents of the

study, sampling technique, data gathering instrument, validation of the study,

administration of questionnaire and the statistical treatment data.

Method of Research Used

The quantitative - descriptive method of research is used in this study. It involves

gathering of data through survey questionnaires as a proof and support to this study. The

response of respondents is used to create a good packaging design for the soap.

Respondents of the Study

The respondents of this study are the customers that availed a product in Green

Life Home of Coconut Product that may conduct the study. The researchers go to the

company that they chose to conduct their study. The researchers ask the plant manager of

what specific number of customer that availed a soap per week. The plant manager said

that the specific number of their customer is 40 person only.

Data Gathering Instrument

The researchers made a set of questionnaire that is checked by the experts verify

the questionnaire. The questionnaire distributed by researchers to the respondents to

gathered information about in packaging design for soap.


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Validation of the Study

The researchers will prepare unstructured questionnaire. It will be check by the

grammarian. After the revisions, the researchers conduct a survey to a set of respondents.

The researchers submitted the questionnaires to the statistician to test the validity of

questions which required revisions.

Administration of Questionnaires

The researchers distributed the questionnaire directly to the respondent to gather

information. After the collection of information, it will be tallied, analyzed and

interpreted.

Statistical Treatment

The following statistical tool will use by the researcher in solving this problem

1. Frequency Distribution and Percentage is use in Statement of the Problem #1 & #2 to

determine the demographic profile of the respondents such as age and sex.

Formula:

𝐹
%=
𝑁

2.Weighted Arithmetic Mean or Average Weighted Mean is use in Statement of the

Problem #3. It is statistical method use to determine the criteria in developing a product

package.
27

Formula:

∑XW
XW =
N

Where:

XW = weighted mean

W = weighted in point scale

∑XW = the sum of weighted of x’s

N = the sum of weighted of x

Table 1. Scale

Scale Statistical Value Verbal Interpretation

4 3.25 – 4.00 Strongly Agree (SA)


3 2.50 – 3.24 Agree (A)
2 1.75 – 2.49 Disagree (DA)
1 1.00 – 1.74 Strongly Disagree (SD)

The four – point scale is adopted to measure the ratings given by the respondents and it

also shows the range of values.


28

Chapter IV

Presentation, Analysis and Interpretation of Data

This chapter contains the presentation, analysis and interpretation of data gathered

from the survey of the researchers on the Packaging Design for Green Life Soap.

The following areas of investigation in the study. The profile of the respondents

that influence the packaging design for green life soap.

The findings of the study have been identified through the use of questionnaire

answered by 40 respondents who buy the green life soap.

1. Demographic Profile of the Respondent.

The following tables were the presentation of the gathered data with regard to profile

of the respondent in terms of age and sex.

Frequency Distribution and Percentage of the Respondent according to Age

Table 2.

Age Frequency Percentage Rank


15-19 13 32.5 1
20-24 3 7.5 5
25-29 12 30 2
30-34 4 10 4
35-39 6 15 3
40-44 0 0 7
45 above 2 5 6
Total 40 100%
29

As data given in table 2, this study involved a total of forty (40) respondent. This

respondent was divided into seven (7) groups with the highest number of thirteen (13) or

32.5 percent within the 15-19 age groups. The lowest number is zero (0) or 0 percent

within the 40-44. The profile of the respondent age showed that the majority of the

consumers who availed Green Life Soap were the ( 15-19 ) with the rate of 32.5 percent.

They are the one who most availed the Green Life Soap because maybe they are the

teenagers. Teens are trendsetter and early adopters of technology.

The largest number of consumer who availed the green life soap is the 15-19

years old of age or what we called the teenager. Generally, most of the teenager

nowadays is very conscious in the soap that they use, teenager is hard to convince to use

the ordinary soap. Teenagers are most influential consumers when it comes to use soap.

Soap with attractive packaging comes teenagers good to buy or purchase the product

maybe because they attract. Additionally they buy the product just because of their better

experience when they use it. As Kotler and Keller, the package is the buyers first

encounter with the product. A good package draws the consumer in and encourage

product choice. Packaging also affects consumer later product experience when they go

to open the package and use the product at home.


30

Frequency Distribution and Percentage of the Respondents according to Sex

Table 3.

Gender Frequency Percentage Rank


Female 26 65% 1
Male 14 35% 2
Total 40 100%

The majority of the consumer who availed the Green Life Soap is the female.

Female is the largest number who got the highest rank in the survey of the respondent

with the rate of 65% and the lowest rate of 35% for the male.

Female is very conscious in buying a soap. They want to buy a soap that can

make them more beautiful ang to look more younger their age. According to Harris, the

role of package in the development of the product personality was dealt within the

chapter on managing a product. We saw how the package takes up the role of a silent

salesman in the shelf/counter on the retail shop. For packaged consumer products as a

group, the package has evolved as a powerful communication tool it provides the first

appeal to the consumer. The actual product comes only later. The package is there to be

seen and felt. Its color, it shape, and its size, its label and letterings, the brand name of the

pack, the material use for the pack they all carry some communication cues. A good

package design is eye catching; it does not pose a strain for the consumer who looks at it

and examined it. Women are more likely to browse at their leisure, making them an

optional target for impulse purchases. But on the contrary, when their on the hunt for a

particular item which is the soap, they tend to be more determine to find that particular
31

soap than men because they can use any kind of soap cause they are not that meticulous

rather than women.

2. Packaging Preference for Green Life Soap.

Frequency Distribution and Percentage of the Respondents according to Packaging for

Green Life Soap

Table 4.

Packaging Preference Frequency Percentage

Box 16 40%
Paper 10 25%
Plastic 3 7.5%
Fabric 11 27.5%

Total 40 100%

The packaging preference divided into four (4) categories with the largest number

of 16 and with the percentage of 40% within the box and the lowest number of 3 and

with the percentage of 7.5% within the plastic.

The majority of answer for the packaging preference for Green Life soap is a box.

Box is a good materials than other packaging materials. As Frank, the package may

consist of the actual container which may bear a label, or printed on, and this may itself

be packed inside another container. Thus a tube of toothpaste, bearing print, may be solid

in a cardboard box. With some products the secondary box, is used to protect the product
32

and provide a retail display aid, may be discarded when the product reaches home and its

put into use. In some cases, the container will cease to be useful once the product is

consumed, e.g., sweet wrappers, seed packets, tea bags. Many consumer is trusted in box

when it comes to packaging because they know that the product that they buy is secured

in any kind of dirt.

3. Perception of the respondents on packaging.

3.1 Information. Table 5 presents the summarized data obtained of information.

Summarized data obtained of information

Table 5.

No. Indicator Weighted Standard Verbal


mean Deviation Interpretation

1 It has a stated brand name. 3.58 0.54 Strongly Agree


2 It contains clear details about 3.28 0.55 Strongly Agree
the processing of the soap.
3 It has specific information 3.20 0.71 Strongly Agree
about where the product is
made.
4 It has a clear detail or 3.30 0.75 Strongly Agree
instructions on how to apply or
use.
5 It has a clear information about 3.50 0.63 Strongly Agree
the expiration date.

Average WM 3.37 0.42 Strongly Agree


33

To summarize the result for perception of information in packaging. Stated brand

name got the highest mean of “3.58” with the standard deviation of “0.54” and verbal

interpretation as “Strongly Agree”. Regarding the statement that shows in Table 5.

Meaning that the stated brand name in the packaging is one of the most important to the

consumer in terms of information. As Romero, the package is a combination of

marketing design and technical production skills. The deliverables include a distinctive

brand logo, various packaging structures within the product line and a comprehensive

narrative. Specific packaging decisions that may be affected include size, shape,

materials, color, and text. Size may differ by customs or in terms of existing standards,

such as metric and non-metric requirements. As noted earlier, higher income countries

trend to require larger unit sizes; these populations shop less frequently and can afford to

buy larger quantities each time. Packages can assume almost any shape; largely

depending on the customs and traditions prevailing in each market. Materials used for

packaging can also differ widely. The package color and text have to be integrated into a

company’s promotional strategy and therefore may be subject to specific tailoring that

differs from one country to another.


34

3.2 Visibility. Table 6 presents the summarized data obtained of visibility.


Summarized data obtained of visibility

Table 6.

No. Indicator Weighted Standard Verbal


mean Deviation Interpretation

1 It has an attractive color. 3.10 0.70 Agree


2 It has a good design. 3.28 0.63 Strongly Agree
3 It has a readable font size. 3.33 0.79 Strongly Agree
4 It has a trademark. 3.35 0.69 Strongly Agree
5 It clear logo and name 3.73 0.50 Strongly Agree

Average WM 3.36 0.41 Strongly Agree

To summarize the result for perception of visibility in packaging. Clear logo and

name got the highest mean of “3.73” with the standard deviation of “0.50” and verbal

interpretation as “Strongly Agree”. Regarding the statement that shows in Table 6.

Meaning that the clear logo and name in the packaging is one of the most important to the

consumer in terms of visibility. As Lopez and Boluda, some packaging factors also

affect food buying process: colors, graphics, size, shape, typography. Some products in

bottles contained in a secondary packaging card board backs with promotional print and

logo and all other marketing information. The major labeling concern is properly

translating ingredient, promotional, and instructional information in labels. Package


35

aesthetics may also require some attention. The key is to stay attuned to cultural traits in

host countries.

Aesthetics also influence package design. On the other hand, simple visual

elements of the brand, such as symbol or logo, can be a standardizing element across

products and countries. Packages may longer product life if the time between production

and consumption lengthens significally.

3.3 Workability. Table 7 presents the summarized data obtained of workability.

Summarized data obtained of workability

Table 7.

No. Indicator Weighted Standard Verbal


mean Deviation Interpretation
1 It has creative packaging design. 3.25 0.66 Strongly Agree
2 It is secured in the package. 3.30 0.68 Strongly Agree
3 It has an attractive packaging 3.38 0.66 Strongly Agree
design.
4 It has suitable appearance. 3.20 0.64 Agree
5 The packaging is recyclable. 3.23 0.79 Agree
Average WM 3.27 0.38 Strongly Agree

To summarize the result for perception of workability in packaging. Attractive

packaging design got the highest mean of “3.38” with the standard deviation of “0.66”

and verbal interpretation as “Strongly Agree”. Regarding the statement that shows in

Table 7. Meaning that the having a attractive packaging design in the packaging is one of

the most important to the consumer in terms of workability. According to Auttarapong,


36

the packaging design creates value added to a product which has major influence on

customers’ purchasing decision process especially at the point of purchase. However,

most entrepreneurs lack knowhow, knowledge and skills regarding technology of

packaging design. They encounter problems of selecting appropriate designs which

match with their products as well as packaging design systems. These problems cause

time lost and an increment in cost of production. An entrepreneur will be able to specify

product attributes with its condition such as graphic element and application which is

aligned with the product package. To obtain the corresponding expert system, design

rules are derived from the analysis of Packaging design experts and customer's perception

after the detailed design of the product.

3.4 Materials. Table 8 presents the summarized data obtained of materials.


Summarized data obtained of materials

Table 8.

No. Indicator Weighted Standard Verbal


mean Deviation Interpretation
1 The packaging is secured from 3.38 0.73 Strongly Agree
dirt.
2 The packaging is secured from 3.25 0.70 Strongly Agree
moist.
3 The material used in packaging 3.20 0.60 Agree
is available.
4 The packaging is durable. 3.23 0.65 Agree

5 The material used in packaging 2.75 0.77 Agree


is paper type.
Average WM 3.16 0.47 Agree
37

To summarize the result for perception of materials in packaging. The packaging

is secured from dirt got the highest mean of “3.38” with the standard deviation of “0.73”

and verbal interpretation as “Strongly Agree”. Regarding the statement that shows in

Table 8. Meaning that the packaging is secured from moist is one of the most important

to the consumer in terms of materials. As to Lamb et.al., the main purpose of packaging

must protect the product, must promote the product. A packaging is becoming most

important to the environment because it gives o good look and give security to the

product inside of it. The packaging of a brand plays a large role in enhancing the

consumer’s experience. Packaging is marketing plan of different companies. The function

of packaging was to carry the product and keep it safe. They found that a manufacturers

realized that they can create a good packaging by the help of this study. Having a clean

packaging is a advantages of a business because they know that a consumer who availed

a specific product is not only look on its product but also on its packaging. Having a

clean packaging is the another way to make the consumer come back and buy again that

product.
38

3.5 Social Environment. Table 9 presents the summarized data obtained of social

environment.

Summarized data obtained of social environment

Table 9.

No. Indicator Weighted Standard Verbal


mean Deviation Interpretation
1 The packaging used is 2.93 0.85 Agree
environment-friendly.
2 The packaging is made from a 2.73 0.71 Agree
unique material like buri palm.
3 The packaging does not produce 2.98 0.57 Agree
enormous waste.
4 The packaging is reusable. 3.33 0.65 Strongly Agree

5 The packaging is recyclable. 3.43 0.80 Strongly Agree

Average WM 3.08 0.37 Agree

To summarize the result for perception of social environment in packaging. The

packaging is recyclable got the highest mean of “3.43” with the standard deviation of

“0.80” and verbal interpretation as “Strongly Agree”. Regarding the statement that

shows in Table 9. Meaning that the packaging is recyclable is one of the most important

to the consumer in terms of social environment. Recyclable is to make something new

from something that has been used before. If recyclable materials is used in making a

packaging be sure first that the recycle materials is durable and good so that the product

is may secured from any kind of dirt. If the packaging you buy is recyclable you can use

it in any purpose. According to McDonough et. al., at the end of life, paper and
39

paperboard can be recovered and the fiber recycled. Alternatively, the energy in paper

and paperboard may be recovered in an EFW process or the fiber may be composted for

use in agriculture and horticulture. Even fiber that is difficult to recover on account of the

way it is used.

Summarized data obtained of perception of the respondents on packaging attributes in

developing a product.

Table 10.

No. Indicator Weighted Standard Verbal


Mean Deviation Interpretation
1 Information 3.37 0.42 Strongly Agree
2 Visibility 3.36 0.41 Strongly Agree
3 Workability 3.27 0.38 Strongly Agree
4 Materials 3.16 0.47 Agree
5 Social Environment 3.08 0.37 Agree
Average WM 3.248 0.035 Strongly Agree

To summarize the result for perception of the respondents on packaging attributes

in developing a product. Information got the highest mean of “3.37” with the standard

deviation “0.42” and verbal interpretation as “Strongly Agree”. Regarding the statement

that shows in Table 10. Meaning that the consumer had more understand about the

information of the product, which it is has stated brand name, contains clear details about

the processing of the soap, specific information about where the product is made, clear

detail or instructions on how to apply or use, and clear information about the expiration

date. As Butler, information is required to appear in both inner and outer container

indelible, easily legible and visible lettering by the following. The name or style and the
40

address or registered office of the manufacturer or the person responsible for marketing

and cosmetic product who is established within the EU. This information may be

abbreviated if the abbreviation makes it possible to identify the undertaking. The nominal

content at the time of packaging, given by weight or volume, using the metric system of

measurement. The date of minimum durability (expiry date), except that this is not

mandatory for cosmetics products which have a minimum durability of greater than 30

months. The date of minimum durability is required to be indicated by the words: Best

used before, the end of..; followed by either the date itself of details appears on the

packaging. Particular precautions to be observed in use (contain warnings related to

specific ingredients when included in cosmetics formulations) as well as any special

precautionary information on cosmetics product for professional use.

4. Packaging
41

Chapter V

Summary, Conclusions and Recommendation

This chapter summarizes the findings of this study, draws out the conclusions and

offers the recommendation for further research.

Summary of Findings

The study involved a total of forty (40) consumers of Green Life soap who

availed the soap. Based on the analysis of data, it is evident that the following findings

were revealed.

1.What is the demographic profile of consumer that availed of handmade soap?

Out of forty (40) consumers in Green life soap, the age of the respondents ranges

from 15 to 45 years old and above. The data showed that the majority was within the age

bracket of 15 – 19 years old which was thirty- two point five (32.5) or 32.5 percent. The

majority were mostly female respondents who were sixty-five (65) or 65 percent.

2.What is the packaging preference of the respondents on the Green life soap?

Out of four (4) packaging preference of the respondents on the Green Life soap.

In the four categories, Box got the largest number of sixteen (16). Based on the survey

they buy the soap with box packaging.


42

3. What are the perception of the respondents on packaging attributes for developing a

product?

The findings of the research in the perception of the respondents on packaging

attributes for developing a product shows that information got the highest weighted mean

is “3.37” followed by visibility got the total weighted mean of “3.36” and followed by

workability which got the total weighted mean of “3.27” then followed by materials to be

use which has the total weighted mean of “3.16” then followed by the social environment

which has the lowest total weighted mean of “3.08”. Consequently, the information that

got the highest of weighted mean interpreted consumer focuses in the information of the

product.
43

Conclusion

After the result were analyzed, the following conclusions were formulated.

1. Age groups 15-19 were the highest regarding with the frequency. The profile of

the respondents in terms of, data revealed that majority of consumer/respondents

for packaging design were female.

2. Based on the result, box is the majority by the packaging preference of the

consumer/respondents.

3. Based on the result, in terms of information, it found that majority of the

consumers/respondents is packaging design must be contains brand name written

on the box. In terms of visibility, it found that majority of the consumer is has a

clear logo and name. In terms of workability, it found that majority of the

consumer/respondents is it has an attractive packaging design. In terms of

materials, it found that majority of the consumer is paper type. In terms of social

environment, it found that majority of the consumer/respondents is packaging

does not produce enormous waste.


44

Recommendation

The researchers believe that this study might further be enhanced. In addition the

researchers recommend that additional features may for further information.

1. The management must have a clear idea and creating packaging design

because with packaging may build good image to the product and to be

business

2. For the student, this research may help them to determine what other aspects

they used in creating a good packaging design and also they may serves as

they guide in how to choose a good packaging

3. For the future researchers they can continue similar study for different product

and name.
45

APPENDIX A

Letter for approval to validate survey of questionnaire

October 2017
Sir/Ma’am
We the Bachelor of Science in Business Administration Major in Marketing
Management, students of College of Sciences, Technology and Communication, Inc. are
currently enrolled in Business Research as partial requirements in our degree. We are
currently working on our research problem entitled “ Packaging Design For Green Life
Soap”
In line with the trust of the study, we would like to request from your good office to
validate our research instrument (questionnaire) for the benefit of our study. The
individual responses to the questionnaire by the respondents will be treated with utmost
confidentiality.
We anticipate with deepest gratitude to your favorable action in this request.
Very truly yours,
Yomars M. Mendoza
Roma Joyce R. Murillo
Fraulen M. Paraiso
Noted by

________________________

Ms. Nona Bhel R. Sevilla


Research Adviser

Received By:
________________________
46

APPENDIX B

QUESTIONNAIRE

PACKAGING DESIGN FOR GREEN LIFE SOAP PRODUCTS

Note on confidentiality: The information that you are going to provide in this

questionnaire will be confidential and it will be only used in this research study entitled

“PACKAGING DESIGN FOR GREEN LIFE SOAP PRODUCTS.”

Part I. Demographic Profile

Directions: Please put a check mark ( ) in the parenthesis that best fits your description.

1. Age

( ) 15 – 19 ( ) 25 – 29 ( ) 35 – 39 ( ) 45 – above

( ) 20 – 24 ( ) 30 – 34 ( ) 40 – 44

2. Sex

( ) Male ( ) Female

Part II. Packaging Preference

Direction. Put a check mark ( ) in the parenthesis that best fits your answer.

What packaging material do you prefer?

( ) Box ( ) Paper ( ) Plastic ( ) Fabric


47

Part III. Criteria in Developing a Product

Direction. Put a check mark ( ) in the box that correspond to your assessment in

developing a product. Refer to the scale given below for the interpretation of your

responses.

Scale
4 Strongly Agree
3 Agree
2 Disagree
1 Strongly Disagree
A. Information

Statements 4 3 2 1
I buy the product because…
1. It has a stated brand name.
2. It contains clear details about the processing of the soap.
3. It has specific information about where the product is mad
4. It has a clear detail or instructions on how to apply or use.
5. It has a clear information about the expiration date.
B. Visibility
\

Statements 4 3 2 1
I buy the product because…
1. It has an attractive color.
2. It has a good design.
made
3. It has a readable font size.
4. It has a trademark.
5. It has a clear logo and name.

The color that they use is visible to the product.


48

C. Workability

Statements 4 3 2 1
I buy the product because…
1. It has creative packaging design.
2.It is secured in the package.
3. It has an attractive packaging design.
4. It has suitable appearance.
5.The packaging is recyclable.
D. Materials

Statements 4 3 2 1
I buy the product because…
1. The packaging is secured from dirt.
2. The packaging is secured from moist.
3. The material used in packaging is available.
4. The packaging is durable.
5. The material used in packaging is paper type.
E. Social Environment

Statements 4 3 2 1
I buy the product because…
1. The packaging used is environment-friendly.
2. The packaging is made from a unique material like buri palm.

3. The packaging does not produce enormous waste.


4. The packaging is reusable.
5. The packaging is recyclable.
49

Further, please write your comments, suggestions and recommendations to

enhance the packaging of the product:

__________________________________________________________________
________________________________________________________________________
________________________________________________________________________
__________________________________________________________________
________________________________________________________________________
_______________________________________________________________________
50

APPENDIX D

Statistical of Tools and Formula

1. Frequency and Percentage distribution

𝐹
%=
𝑁

2.Weighted arithmetic mean or Average weighted mean

∑XW
XW =
N

Where:

XW = weighted mean

W = weighted in point scale

∑XW = the sum of weighted of x’s

N = the sum of weighted of x


51

APPENDIX E

Certification

Researcher Editor

CERTIFICATION

October 2017

This is certify that the research entitled “ Packaging Design For Green Life soap”

was examined and thoroughly undergone format editing by undersigned.

NONA BHEL R. SEVILLA, MBA

Research Editor
52

APPENDIX F

Certification

Researcher Grammarian

CERTIFICATION

October 2017

This is to certify that the research entitled “ Packaging Design For Green Life

soap” was examined and thoroughly undergone format editing by the undersigned.

LOUDELINE CALATRAVA
Research Grammarian
53

APPENDIX G

Certification

Researcher Statistician

CERTIFICATION
October 2017

This is to certify that the research entitled “ Packaging Design For Green Life

soap” was examined thoroughly undergone format editing by the undersigned.

MARK ANTHONY DELGADO


Research Statistics
54

APPENDICES
55

REFERENCES

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