Impact of Packaging on Consumers in the Era of Liberalization

Written by admin on April 6th, 2011

responses in favor is n/2 (where n is the number of respondents). The 95% confidence interval for n/2 is given by n/2 ± 1.96 Ö(n/4) (assuming normality of the proportion). The value of which is [25.87, 47.5]. Now, we consider those questions in which the number of respondents is in favor lies between 26 to 48 then we go for the detailed analysis for those questions age wise as well sex wise in order to analyze the response in details. Here we see that the response for the questions (13, 17, 20 and 23) falls within this range. The other responses provide a clear view about the opinion of the people.

4. Findings

            From the responses to questions other than (13, 17, 20 and 23) there is either total agreement or total disagreement amongst the respondents. Thus, the following conclusions may be drawn:

Most of the people think that packaging is a necessary part of the product and also is important to increase the sale though it is a cost element. People express strong believe related to modification of packages along with time and that it also helps in the identification of the product. Though respondents express their doubts about the seriousness of the marketers in packaging the products but the general notion is that packages of the same company should have similar pattern. It was opined that product should have adequate packaging as it is good for health though sometimes packages are misleading. Another view came forward was that opening of packages were not in general a difficult task. However, the people are in favour of using the packages as container after using the goods contained in it. Similar views are also expressed in relating the labeling the products and that, labeling influences the sale of the products. One nice thing that was surveyed was the awareness of the people against plastic packages. So far as free sample was concerned a general agreement was noticed relating to the fact that marketers try to influence the buyers through free sample and are successful in doing so.

In regard to question number 13, 39 respondents are in favor of the proposal that packaging helps in avoiding adulteration. Again if we look at the age distribution of the respondents in Table 2, then we will find that most of the person in the age group 20 to 50 are in favor of the proposal and the others are not. This may be because the respondents of age less than 20 do not generally have the purchasing power and buy products from the market as and when asked for, by the elders of the family. The products purchased are generally the brand dictated by their elders and they do not have much role to play.  While the people of age more than 50 years adhere to the brands to which they are accustomed and do not like to experiment with new products that may even have a better packaging. Similar pattern is also noticed in question number 17, where it was asked if products should have adequate package. The reason for such close division of opinion can well be explained in the previous manner.

In regard to question number 20, which ask ‘If free sample is an element of cost?’ it was found that the response of all ages except the below 20 age group are in favor of the proposal. People of below 20 age group thinks that the free sample has nothing to with the cost of the product but this believe cannot be considered to be correct. It is probably their lack of maturity that results in such a decision. In question number 22, which asks, “While buying the product the purchaser should give importance on free sample?” are more or less similar with the previous statement. It has been found from the buyer’s behaviour that almost all respondents like free sample, but at the same time they also consider the ultimate cost of the product. Therefore marketer may give free sample with the product but it should not lead to increase the cost of the product.


5. Conclusion

It can be concluded that in a remote urban area where products take a long time to reach the consumer market, people are aware of the importance of the packaging. They want that it should be hygienic; differentiable from fake products and that the packets should be used for further use. Labeling is claimed to be an important legal document as it expresses the reliability of the product. However, free sample is not given much importance by the respondents as it is thought to increase the cost of the product and a means to attract the customer. 


6. References


Jakhar, M. (2004) Better packaging promises better living. The Economic Times, 25th October, 2004, Kolkata, pp. 13.


 Kundu. S.C. and Sehrawet. M. (2000) Impact of packaging on consumer buying behaviour. Indian Journal of Commerce, Vol. 55, No. 1 and 2, pp. 26–34.


Masten. D.L. (1996) Packaging’s proper role is to sell the product, in Varadrajan, Rajan P. (Ed). The Business of Marketing, Bombay: Jaico Publishing House.

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