Hemang leeds dissertation
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POSTGRADUATE DISSERTATION MODULE
Dissertation
IMPACT OF PRODUCT PACKAGING ON BUYING
BEHAVIOUR OF CUSTOMER: A CASE STUDY OF UK FMCG
RETAIL STUDY
Student ID:
C7263908
Name:
Hemangkumar Bhatt
Course:
Msc.Management
Supervisor:
Mr.Razaq Raj
Word Count:
15, 762
Date submitted:
Abstract
The consumers are key driving factors of determining the buying trends in the retail industry.
The use of plastic in the packaging has upset the aspect of sustainability and as a result has
influenced the behaviour of the consumers. In addition, the dissertation analyzes the initiatives
taken by the reputed retail companies to diffuse the adverse effects of using plastic and
generating plastic wastes. The behaviour of the consumer is linked with the packaging of the
products that inevitably the sale of the products as well. The effect of the composition of packaging of fast moving consumer goods on the process of
decision making by the buyers have been included in this review. In addition, to that is can be
mentioned that the existing theories and models are extremely helpful in business organisations
to understand particular areas. In this context, the theories and models discussed here are for the
firms to understand the buying behaviour of consumers. “Engel Kollat Blackwell model, Nicosia
model, Webster and Wind Model are the models and “Hawkins Stern impulse buying theory” is
the theory that has been included in this research. The results of the findings have been analysed
using the graphical analysis of the survey responses and the analysis have been done according
to the results derived. All the factors of the buying behaviour have been analysed from the results
and outputs generated.
The study discusses the research methodologies that need to be implemented for the effective
completion of the research. Sample space of 38 respondents has been taken into consideration for
conducting the research methodology. The ethical aspects have been also considered here in
order to improve the credibility and validity of the research topic. Research time horizon has also
been provided here for giving a brief timeline in order to complete the research in a stepwise
manner. The study has also conducted a survey analysis through which several findings can be
deduced. Findings regarding the number of times customers purchase from FMCG brands are
known. In addition, their thoughts regarding their intention to purchase products by reviewing
product-packaging materials are also known. Furthermore, the research has correctly suggested
valuable recommendations that would help the concerned sector to improve their competency
and rule the competitive market. It has been found that adoption of green packaging would help
the FMCG sector to make profits in an ethical manner and thereby reducing environmental
hazards. It has been also found out that cardboard packaging can be a suitable recommendation
for the concerned industry to maintain environmental standards. Acknowledgement
I couldn't have done this dissertation without the aid of a lot of people. This project would not
have been possible without the help of everyone who was involved.
I'd want to thank Mr. Rasaq Raj in particular, because he helped me understand a great deal about
this topic. As a result of his supervision and advice, this project was able to be completed.
Finally, I'd like to express my gratitude to my parents and friends for their invaluable advice and
support over the course of writing this dissertation.
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Table of Contents
Abstract
.......................................................................................................................................................
2
Acknowledgement
.......................................................................................................................................
3
CHAPTER 1: INTRODUCTION
................................................................................................................
8
1.1 Introduction
.......................................................................................................................................
8
1.2 Background of the research
...............................................................................................................
8
1.3 Research rationale
............................................................................................................................
10
1.4 Aim
..................................................................................................................................................
15
1.5 Research objective
...........................................................................................................................
15
1.6 Research question
............................................................................................................................
15
1.7 Significance of the research
.............................................................................................................
15
1.8 Summary
.........................................................................................................................................
16
1.9 Dissertation structure
.......................................................................................................................
16
CHAPTER 2: LITERATURE REVIEW
....................................................................................................
17
2.1 Conceptual Framework
....................................................................................................................
17
2.2 Concept of product packaging
.........................................................................................................
18
2.3 Impact of product packaging on buying behaviour of customers
.....................................................
19
2.4 Importance of product packaging in controlling decision of buyers to purchase
.............................
22
2.5 Factors affecting product packaging that influences retail FMCG product sales
.............................
24
2.6 Significance of product packaging in the retail industry
..................................................................
26
2.7 Effectiveness, affordability, and visibility of product packaging
.....................................................
28
2.8 Compositional effects of product packaging
....................................................................................
29
2.9 Theories and models of buying behaviour
.......................................................................................
30
2.9.1 Engel Kollat Blackwell's model of consumer behaviour
...........................................................
30
2.9.2 Nicosia model of consumer behaviour
......................................................................................
32
2.9.3 Hawkins Stern impulse buying theory
......................................................................................
33
2.9.4 Webster and Wind Model
..........................................................................................................
33
2.10 Literature Gap
................................................................................................................................
34
2.11 Chapter Summary
..........................................................................................................................
35
CHAPTER 3: METHODOLOGY
.............................................................................................................
36
3.1 Introduction
.....................................................................................................................................
36
3.2 Research philosophy
........................................................................................................................
36
3.3 Research approach
...........................................................................................................................
38
3.4 Research design
...............................................................................................................................
39
3.5 Data collection procedure
................................................................................................................
40
3.6 Sampling technique and sample size
................................................................................................
41
3.7 Data analysis technique
...................................................................................................................
42
3.8 Reliability and validity
....................................................................................................................
43
3.9 Research time horizon
.....................................................................................................................
43
3.10 Ethical consideration
.....................................................................................................................
44
3.11 Research method limitations
..........................................................................................................
44
3.12 Summary
.......................................................................................................................................
45
CHAPTER 4: FINDINGS AND DISCUSSION
........................................................................................
46
4.1. Findings
..........................................................................................................................................
46
4.2. Discussion
......................................................................................................................................
55
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
.................................................................
59
5.1 Conclusion
.......................................................................................................................................
59
5.2 LINKINGWITH OBJECTIVES
......................................................................................................
60
5.3 RECOMMENDATION
...................................................................................................................
61
5.3.1 Automation needs to be done for product packaging
................................................................
61
5.3.2 Creativity of the packaging
.......................................................................................................
62
5.3.3 Corrugated products need to be used by the FMCG industry
....................................................
63
5.3.4 Recycling of content plastic needs to be done by the FMCG industry
......................................
63
5.4 FUTURE SCOPE
............................................................................................................................
63
Reference List
............................................................................................................................................
65
Appendices
................................................................................................................................................
73
Appendix 1: Dissertation Checklist
.......................................................................................................
73
Appendix 2: Learning Statement
...........................................................................................................
74
Appendix 3: Ethics Approval Email
......................................................................................................
80
Appendix 4: Statement of Originality and Authenticity
.........................................................................
81
Appendix 5: Supervision meeting record form
.....................................................................................
82
Appendix 6: Research Proposal submission cover sheet
........................................................................
83
Appendix 7: Dissertation submission cover sheet
..................................................................................
84
Appendix 8: Details of all primary data collected
..................................................................................
85
Appendix 9: Survey Questions
..............................................................................................................
86
Appendix 10: Link of the survey
...........................................................................................................
91
Appendix 11: Screenshots of Survey results
..........................................................................................
92
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List of Figures
Figure 1.1: UK Brands considering social aspects in their packaging
............................................
7
Figure 1.2: Marine plastic pollution
................................................................................................
9
Figure 1.3: UK Consumer reaction on sustainability approach
.....................................................
11
Figure 1.4: Data on PM2.5 emission within UK
...........................................................................
12
Figure 1.5: Dissertation structure
..................................................................................................
14
Figure 2.1: Conceptual Framework
...............................................................................................
15
Figure 2.2: Attitudes towards Product Packaging
..........................................................................
16
Figure 2.3: Buying Behaviour Enhancement Process
...................................................................
18
Figure 2.4: Food and Beverage Packaging
....................................................................................
20
Figure 2.5: Affecting Factors of Product Packaging
......................................................................
22
Figure 2.6: Environmental Impact of Product Packaging
.............................................................
24
Figure 2.7: Purchasing Intention towards Pre-Packed Products
....................................................
26
Figure2.8: Stages in Engel Kollat Blackwell model
......................................................................
29
Figure 2.9: Fields in Nicosia model
...............................................................................................
30
Figure2.10: Hawkins Stern's impulse buying theory
.....................................................................
31
Figure 2.11: Variables covered in Webster and Wind Model
.........................................................
32
Figure 4.1.1: Gender of Participants
..............................................................................................
34
Figure 4.1.2: How frequently do you purchase items from FMCGers
..........................................
34
Figure 4.1.3: Have you ever purchased something because of its appealing packaging
..............
35
Figure 4.1.4: Which factor do you consider while purchasing something from an FMCG store..36
Figure 4.1.5: Does packaging affect your buying decision
...........................................................
37
Figure 4.1.6: Which packaging elements are most important, when you are deciding on what
product or service you will buy
.....................................................................................................
38
Figure 4.1.7: “Ordinary packaging is a huge turn off while shopping from FMCG stores” Do you
agree with the above statement
......................................................................................................
39
Figure 4.1.8: While shopping in an FMCG store, there are two products of different brands. The
first product is of low price with bad packaging. On the other hand, the second product is slightly
expensive with good packaging. Which product would you buy
..................................................
40
Figure 4.1.9: How frequently do you purchase products of that brand?
.......................................
41
Figure 4.1.9: Do you identify a particular brand by its packaging?
..............................................
41
CHAPTER 1: INTRODUCTION
1.1 Introduction
The specific chapter will focus on the background of the research while providing insight on the
aim of the study. In addition to this, the research objectives and the research questions will be
provided in the present chapter that will assist comprehending the study. The background of the
study will be discussed in order to form an understanding of the topic. The rationale of the
research at hand will also be discussed. The significance of the study will be analysed to
understand the importance of the study. 1.2 Background of the research
Packaging is an aspect that makes a product stands out from the other products belonging to the
same category. The packaging of a product is very significant in drawing a customer and it
encourages a customer to buy a product. As per the argument of Orquin
et al. (2020), packaging
of a product is most commonly associated with visual salience, product size of a product.
Therefore, it can be assessed that consumers share an interesting dynamic with product
packaging. Packaging serves a very basic purpose that is to protect a product from external
damages. The importance of safety bears a close relationship with earning customer loyalty. On
the other hand, packaging is considered a way to create a first impression on the customer. The
impact of a good first impression will assist in building a strong relationship with the customer
that will inevitably enhance the scope of product sale (Queensland Government, 2022). The
packaging of a product in terms of attractiveness can make a significant impact in the sale of the
product as per first impression. In this context, the packaging of a product has gained increased
significance in current times in the retail industry of the UK. For instance
, Tesco, a retail brand
in the UK, has generated maximum positive perception among the consumers (Statista, 2021).
The mentioned brand has been associated with taking impactful steps regarding environmental
sustainability in their product packaging and it has gained good reaction from its consumers.
Figure 1.1: UK Brands considering social aspects in their packaging
(Source: Statista, 2021)
The brands of the retail industry are specifically attentive to the packaging of their products as
they consider packaging is an essential tool to create brand image. The packaging of a product is
additionally associated with creativity as well. In this aspect, the material of the packaging, the
colors, designs all merge together in order to create packaging of a product. As per the statement
of Spence and Velasco (2018), color is undoubtedly the most significant aspect of the packaging
of a product. The aspect of creativity in packaging is being reconsidered in the retail industry.
Therefore, packaging holds much more importance besides providing safety to the products and
the retail industry of the UK is completely aware of this fact. This is reflected in their attempt to
reevaluate the packaging of their product. For instance
, Sainsbury, the second largest retail chain
in the UK, has decided to find an alternative to plastic in the packaging to reduce the negative
impact on the environment (The Guardian, 2019). In this aspect, the customized retail design has
been gaining steady momentum in creating brand image. The aspect of customized packaging in
the retail industry also expresses the value of the brand. In addition to this, the packaging of a
product leverages the key assets of a company to the consumers in the best way possible. On this
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note, it is important that packaging of a product is important to win over a customer within a
limited period of time. As a consumer scans through the display shelf of similar products, the
brands rely upon packaging to engage the customer within the quickest timespan. As per the
statement of Ketelsen
et al.
(2020), consumers primarily consider the material of packaging,
thereafter, the elements of design and colour. The packaging of a product serves as a
communication tool for the retail products. The aspect of packaging serves as a compelling
reason to the consumers to choose a product over its competitors. An effective package design
has been linked with immense power with manipulating the purchasing power of the consumer.
It is because a good packaging design conveys the intended brand message to the consumer and
attracts the attention of the consumer. 1.3 Research rationale
The concern with the element of packaging lies in the aspect of environmental sustainability
.
The concern mainly generates from the excessive usage of plastic in product packaging. For
instance, 1.9 million tons of packaging waste produces the exact amount of greenhouse gas as
860,000 cars
(Environment Victoria, 2021). The waste made from the plastic packaging is
affecting the environment in the most negative way possible, especially to the wildlife. The
mindless dumping of plastic from packaging creates blockage to the storm water drains as well.
Figure 1.2: Marine plastic pollution
(Source: ResearchGate, 2020)
From the above graph, it can be found that because of plastic packaging the marine life is getting
affected. The issue of product packaging with plastic is becoming incessantly concerning
because it is impacting the ecosystem of the earth upon which the human kind is dependent.
Plastic is not biodegradable, hence it does not decompose and its negative effect cannot be
eliminated overnight. Most plastic waste ends up in the oceans affecting the life of the sea
creatures. The issue has been causing frowns due to the excessive single use without the option
of being recycled. Approximately, 40% plastic packaging is used only once and afterwards it is
discarded (Beec, 2022). In addition to this, the more concealing factor of plastic packaging is that
only one-fifth of the plastic waste is recycled. The issue of sustainability has been growing
among the consumers and this has compelled the business enterprises to rethink their product
packaging. The retail industry of the UK is no exception in this matter. The issue is currently
causing extreme concern due to lack of political infrastructure in managing plastic waste. The
poor management of plastic wastes in the landfills causes it to be exposed in the environment. The issue has become currently more pressing to the consumers over the past years. The
wrapping on products with plastic impacts the environment and as a result, it is on the lookout
for alternatives. The plastic packaging from the fruit and the vegetable section has generated over
38000 tons of plastic waste and the amount is predicted to alarmingly increase in the coming
years. Plastic is used in the plastic bags, plastic bottles, and plastic containers excessively and it is
almost impossible for the consumers to avoid plastic. On the other hand, the growing concern
over the plastic wastes has compelled supermarket giants to take the matter at hand. It is
becoming more pressing currently as sustainability has an immense impact on the behaviour of
the UK consumers. As a result, it has created a competitive reaction in the retail industry as they
attempt to cope with the complexities of refining their packaging. The reaction of the consumers
and the coping of the retail industry in the UK can be effectively linked with the awareness of the
expected ethical behaviour (BRC, 2021). It has been noticed that the increased connectivity has
accelerated the approach towards sustainability that is being reflected in the behaviour of the
consumers. The retail industry of the UK, which provides the largest employment to the
community, has an important role to play in assisting the customers to achieve their goal of
sustainability. On the other hand, the retail industry of the UK has assumed that it will take
approximately three more years from 2022 to achieve true sustainability (AUTUMNFAIR,
2022). In order to achieve this, the retail industry has to modify their policies on pricing and
supply chain.
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Figure 1.3: UK Consumer reaction on sustainability approach
(Source: Forbes, 2018)
Most of the reputed brands in the retail industry have been following scientifically backed up
approaches to counter the challenges. For instance
, Tesco is associated with the strategy of 4Rs
that are Remove, Reduce, Reuse, and Recycle
(Tesco PLC., 2022). The mentioned company has
taken a big approach in removing the plastic debris from the environment along with recycling
plastic. As per their recycling approach, they have launched soft plastic recycling facilities
.
Other big brands such as Marks and Spencer have also introduced sustainable approaches to
contribute to environmental sustainability. Mark and Spencer
has launched an initiative “
bring
your own container
” to reduce the amount of plastic packaging (Independent, 2020). In an
attempt to reduce plastic wastages, the mentioned brand has additionally started to sell cereals,
pasta, coffee, and rice in large dispensers. On the other hand, brands like ASDA have come up
with initiatives such as “
use less and recycle more
” (ASDA, 2022). The specific brand has
launched new and environment-friendly packaging in their poultry products. On the other hand,
another reputed retail organization of the UK, Sainsbury,
has pledged to cut down the usage of
plastic from their packaging by 50% (Sainsbury’s, 2022). In fact, they were one of the first retail
brands of the UK to commit to initiatives of sustainability in their packaging.
Figure 1.4: Data on PM2.5 emission within UK
(Source: Statista, 2020)
The carbon emission of PM2.5 in the manufacturing sector such as the retail sector can become
concerning. It can interfere with the nutrient balance in the coastal waters and impact
biodiversity in a negative way ecosystem. The PM2.5 emission has decreased over the period of
1990 to 2010, from 49,440 metric tons to 21,560 metric tons (Statista, 2020). The enforcement of
efforts to defuse plastic contamination is the main objective of the retail sector of the UK. The study sheds light on the issue through a detailed discussion on the initiatives taken by the
organizations of the retail industry in the UK. It presents the purposes taken by the retail
organizations to counter the adverse effects of using plastic packaging in an excessive amount.
The discussion will be able to shed light on the way the behaviour of the UK consumers has led
the initiatives taken up by the retail organizations.The study has presented that consumers
respond negatively to the usage of plastic and an alternative source of packaging can generate
positive reaction among the consumers.
1.4 Aim
The aim of the research is to comprehend the impact of packaging of a product on the buying
behaviour of the consumer in the backdrop of the retail industry. 1.5 Research objective
●
To evaluate the way the packaging of a product impacts the buying behaviour of the
customers
●
To investigate the impact of packaging in controlling the decision to purchase an item
with different packaging
●
To introspect the way packaging of a product influence the sale of the particular product
in different shopping platforms
●
To investigate the significance of product packaging in the retail industry in the UK
1.6 Research question
1. What is the impact of product packaging in the buying behaviour of the consumer?
2. What is the impact of the packaging of a product in controlling the decision to purchase a
product with different packaging?
3. What is the influence of packaging of a product in its sale in different shopping platforms?
4. What is the significance of product packaging in the retail industry in the UK?
1.7 Significance of the research
The research bears paramount significance in terms of providing an insight of the consumer
behaviour regarding the aspect of packaging analysing the customer relationship dynamics. On
the other hand, the real life data of plastic waste on the environment will help in formulating a
concept on the adverse effect of plastic. It is important to note that the research provides
information in initiating approaches on introducing alternatives to plastic packaging. This will
help in formulating a comprehensive idea about the way packaging in the retail industry can
influence psychological and social dynamics of the community.
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1.8 Summary
The specific chapter has discussed the real challengers imposed upon the environment due to
packaging of the products in the retail industry. In addition to this, the chapter also discloses the
initiatives taken up by the business entities to counter the challenges. The representation of the
real life data has resulted in the immense comprehension.
1.9 Dissertation structure
Figure 1.5: Dissertation structure
(Source: created by the learner)
Introduces the Research Topic
Finalization of Aim, Objectives and Research Questions Introduces the Research Topic
Finalization of Aim, Objectives and Research Questions Chapter 1: Introduction
Chapter 1: Introduction
Evaluation of Multiple Literature Texts
Selection of Theoritical Framework
Evaluation of Multiple Literature Texts
Selection of Theoritical Framework
Chapter 2: Literature Review
Chapter 2: Literature Review
Selection of Methodology
Formulation of Research Timeline
Selection of Methodology
Formulation of Research Timeline
Chapter 3: Research Methodology Chapter 3: Research Methodology Collection of Data
Collection of Data
Collection of Data
Collection of Data
Chapter 4: Findings and Analysis
Chapter 4: Findings and Analysis
Linking with Objectives
Recommenation of Strategies
Linking with Objectives
Recommenation of Strategies
Chapter 5: Conclusion and Recommendation
Chapter 5: Conclusion and Recommendation
CHAPTER 2: LITERATURE REVIEW
2.1 Conceptual Framework
Figure 2.1: Conceptual Framework
(Source: Self-developed)
2.2 Concept of product packaging
Figure 2.2: Attitudes towards Product Packaging
(Source: As influenced by Orquin
et al.
2020)
Product packaging is the process of safeguarding products to deliver those to the customers in a
safe way to maintain their security. This process helps to maintain the way of enhancing
consumer satisfaction by protecting and hiding products to maintain quality, and enhance safety
and security. As per the opinion of Wang (2020), product packaging introduces designs of boxes
to protect products from environmental pollution and external impact of using hands in it with
humans. Humanised design of products maintains safety, aesthetic education, environmental
protection, and applicability that have different shapes, colours, materials, and graphics to attract
customers. Child-friendly product packaging helps to maintain the health of children without
harming them by transforming any product particles directly into their mouths. On the other
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hand, Orquin
et al.
(2020) argued that product packaging maintains ecology by driving consumer
intention to purchase products by meeting consumer goals through attracting them based on
enhancing quality of packaging. Product packaging is the structure of protecting the product
from the external factors in the environment while it has been delivered or supplied to different
stores and consumers. Product packaging is a type of reflection of a product inside by promoting
the brand through creating and designing wrappers and containers for the product.
Product packaging introduces different types of materials to cover the product by storing it that
enhances consumer attraction, which also ensures the safety and security of products by leaving
everything on the outside of products through which a consumer would buy from online or
offline stores. This might include container, text, any graphics on the package and labels to
maintain interior packaging. Based on the words of Ekawardhani
et al.
(2021), packaging
innovation maintains product safety by using bio plastic technology because it is a substitute for
plastic to enhance environmental protection. It is an environment-friendly material that improves
innovation in products to provide visual attraction of product packaging to reflect the product
specification without harming products. 2.3 Impact of product packaging on buying behaviour of customers
Figure 2.3: Buying Behaviour Enhancement Process
(Source: As influenced by Spence and Velasco, 2018)
Product packaging impacts buying behaviour of customers by changing their purchasing
intention through attracting them based on using unique design, environment-friendly materials,
and colourful packaging. According to the views of Spence and Velasco (2018), colour of
product packaging impacts buying behaviour of people by satisfying expectations of buyers to
maintain their high-level and product’s sensory properties. In the retail industry, product
packaging needs to be improved because the sector provides food products by delivering and
storing them in their stores for a long time. Home and personal care, and food and beverage
products also improve their product packaging based on maintaining safety and security of
products. Product packaging components influence consumer buying behaviour by maintaining
incorporation of different marketing stimuli to get satisfaction. On the contrary, Ketelsen
et al.
(2020) argued that purchasing behaviour of consumers helps to improve food packaging by
changing the attitude of consumers to enhance purchasing behaviour. Consumer awareness
towards products and packaging helps to improve their buying behaviour by maintaining
attractiveness related to colourful, stylist, designer, and good material-based packaging. Product
packaging increases market share and sales and reduces promotional and market costs by
enhancing consumer attentiveness through changing consumer perception towards products
based on their attractive packaging.
Product packaging and its elements can attract customers by providing good images, fonts, print
styles, colours, and overall design to enhance the number of customers that also improve their
production, sales, market share, revenue, and growth. Based on the views of Boz
et al.
(2020),
product packaging attributes use recycling methods to maintain environmental sustainability that
attracts consumers to purchase those items based on avoiding food waste. In the retail industry,
fast-moving consumer goods
(FMCG) products maintain product packaging because it is a part
of the marketing mix to design products by maintaining brand communication with consumers.
FMCG products have maintained a short lifespan for which this type of product requires secured
and safe packaging to maintain its quality. FMCG products such as drinking items, baked goods,
dairy products, and meats have short shelf life due to high demand in the market for which it
requires good product packaging. As argued by Prakash
et al.
(2019), buying behaviour of
consumers has been changed based on product packaging because environmental-friendly
products are always attractive to consumers. It helps to maintain the attribute, ego, and attitude of
consumers to enhance and pretend their environmental concern in society to enhance their
involvement to protect the environment. Buying behaviour towards retail FMCG products has been improved based on good product
packaging that uses environment-friendly materials in packaging. It has the ability to maintain
consumer intention based on managing product purchasing that improves the financial condition
of retail FMCG products. Lifestyle, trust, promotion, and value of product maintain packaging,
availability, education, quality, and affordability of products. According to the thoughts of Singh
and Pandey (2018), consumer behaviour has been improved towards green packaging to enhance
environmental sustainability and protection by using biodegradable products for packaging such
as paper. The FMCG retail industry introduces green packaging that maintains environmental
protection by using compostable products such as plant fibres and papers, which are
biodegradable. It is useful to protect the environment by avoiding the use of plastic to enhance
behaviour towards sustainability. As opposed to Kardos
et al.
(2019), consumer behaviour
towards green marketing helps to maintain sustainability has been improved based on enhancing
intensity of consumers. The behaviour of retail FMCG organisations has helped to improve
consumer behaviour to purchase their products based on maintaining consumer attraction by
providing them satisfaction of protecting the environment. Consumer behaviour and
responsibility towards the environment have been maintained depending on using biodegradable
products to packaging products.
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2.4 Importance of product packaging in controlling decision of buyers to purchase
Figure 2.4: Food and Beverage Packaging
(Source: Kunst, 2022)
Product packaging offers the first impression of products to the consumer by maintaining its
strongest factors to influence their purchase decision. Beverage purchase depends on food and
beverage packaging and 64% consumers are attracted towards plastic bottles, 57% towards cans,
and others. It helps to improve evolution of market analysis by changing decisions of consumers
to purchase more through identifying green product packaging. Decision-making process of
consumers impacts brand sustainability by maintaining their opinion to purchase based on
product packaging. Based on the thoughts of Kauffmann
et al.
(2019), product features have
been improved by using product packaging that also introduces product specifications in their
packaging to get to know more about the products while buying them. Buying decisions have
been controlled based on using different materials, colours, and designs of product packaging to
improve, safeguard, and secure fast-moving goods. It helps to improve the economic certainty in
retail FMCG companies based on maintaining green packaging to influence consumers to
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purchase from their brand. It has the ability to enhance the number of consumers in the retail
FMCG industry to improve their future growth based on increasing sales, production, revenue,
profit, and market share. Relevant information about products has been mentioned in product
packaging that helps consumers to get their requirements by reading product specifications and
ingredient parts. Buying decisions of consumers have fluctuated based on managing purchasing decisions of
consumers to get their requirements by seeing the product packaging to get an idea about the
products. According to the viewpoints of Castro
et al.
(2018), purchasing intention of customers
in the retail food business depends on environmental sustainability to protect the environment
from pollution. Choice of production of product packaging controls purchasing decisions of
consumers based on maintaining their involvement in product purchasing after getting
information and specifications of products from the packets. It has the power to influence
decisions of consumers that fulfil their product requirements, ingredients of products, expiry
date, and other information as well. Product packaging is important to provide information about
their products to customers by controlling their purchasing decisions. On the other hand, Ali
(2019) argued that brand loyalty and awareness depend on product packaging because attractive
product packaging enhances purchasing decisions of consumers toward the brand. A Highly
developing industry such as retail introduces FMCG products that maintain green packaging to
enhance consumers’ attraction by controlling their purchasing intention and decisions to improve
financial development in their products and brands. Repurchase intention helps to improve
buying decisions of consumers by providing them satisfaction and creating loyalty and
trustworthiness of them based on good product packaging and quality.
Consumers are always enhancing their purchasing intention, behaviour, and decision toward
green product packaging and those brands, which are using environmentally friendly packaging
in their products and brands. Based on the viewpoints of Popovic
et al.
(2019), purchasing
decisions depend on environment-friendly product packaging because it helps to maintain
environmental sustainability and consumers want to protect the environment without harming it
by using plastic product packaging that is non-biodegradable products. Consumer preference,
understanding, and decision-making behaviour towards product purchasing depend on product
packaging that helps to implement in business performance of the FMCG sector in the retail
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industry. It has maintained financial performance by controlling decisions of buyers to purchase
more from the retail FMCG products based on their green and environmentally friendly product
packaging to protect the environment and maintain sustainability. On the contrary, Rezaei and
FallahLajimi (2019) argued that product packaging ability maintains consistency in business by
ensuring design of products based on measuring sustainability in it by using technological
implementation. Life-cycle approach helps to improve product improvement based on
maintaining product packaging that ensures economic certainty by attracting customers to
purchase more products from the retail FMCG brand. Artificial Intelligence (AI) and 3D printing
technologies have been used in product packaging in retail FMCG products, which help to
control purchasing decisions of consumers towards their products. 2.5 Factors affecting product packaging that influences retail FMCG product sales
Figure 2.5: Affecting Factors of Product Packaging
(Source: As influenced by Husnain
et al.
2019)
Product packaging has fluctuated based on product sensitivity, protection, supply chain
management, sensitivity, packaging complexity, and order volumes that influence retail FMCG
product sales. Packaging production also has been fluctuated based on using a recycling strategy
that ensures sustainability improvement in the environment based on maintaining disposal
behaviour of those product packaging. Biodegradable products have improved environmental
sustainability by using disposable items such as plant-based or paper materials for product
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packaging. According to the concepts of Gustavo Jr
et al.
(2018), sustainable packaging and
redesign help to maintain retail FMCG to enhance their environmental impact. Redesigning and
recycling is an influencing factor of product packaging that has the power to maintain business
by enhancing its capability to improve attraction of consumers. It helps to deliver outcome of
business by maintaining packaging design that enhances sustainability by reducing harmful
behaviour. Sustainable Packaging Coalition
(SPC) helps to influence purchasing behaviour of
customers by maintaining retail FMCG business based on using green product packaging.
Design and structure
of product packaging also influence retail industry and their FMCG
products based on using green product packaging such as paper packaging. Proper structure and
good product packaging design add value to the product by maintaining function of products to
give it an appealing look. Cost is an effective element in maintaining product packaging because a budget is required to use
packaging in products to purchase raw materials such as cloth, metal paper, wax paper, foil, film,
cardboard, paper, and so on. High packaging costs influence the price of retail FMCG products
by increasing their production rate that is impacting purchasing intention of consumers, mainly
generation Y. Based on the concepts of Husnain
et al.
(2019), impulse buying behaviour of
consumers affects their purchasing intention based on quality of product packaging. In the retail
sector, FMCG products have maintained their product packaging to improve business
performance by maintaining in-store factors. Protection influences business by changing product
packaging because it is important to ensure product safety and security from the external
environmental impact. As argued by Romdonny and Rosmadi (2019), customer loyalty has been
influenced based on different product packaging that affects retail business by providing
satisfaction to them. Acceptance of customers toward product packaging enhances their
performance in retail FMCG business by maintaining product distribution and displaying
products. It also ensures product safety by avoiding damage while handling and shipping of
business have been completed to lessen and decay in case product is exposed to the foul air and
other harmful factors due to accident. Product packaging influences consumer behaviour by changing their demand of them based on
product quality, price, and benefits, which are beneficial to maintaining economic growth of the
retail FMCG business. According to the reviews of Lu and Miller (2019), social media also
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influences impact of buying behaviour of consumers based on product packaging that enhances
consumer loyalty to products and brands. Green retail products are maintaining green product
packaging that positively influences retail industry to enhance their consumer attraction.
Appearance helps to maintain product package design by enhancing attractiveness to capture
customers’ attention as those people are shopping is glancing through catalogue and website. It is
important for customers who are not familiar with products and unique designs that stand out
more likely of a shopper to stay in mind purchasing. As opposed to Melovic
et al.
(2020),
consumer preferences are affecting the retail industry based on maintaining their product
packaging and requirements of consumers. Legal and environmental issues fluctuate product
packaging based on maintaining design and structure of it through identifying environmental
impacts that improve sustainability. It has the ability to influence retail business by changing
perception of consumers towards purchasing their FMCG products based on the high demands of
most food items. 2.6 Significance of product packaging in the retail industry
Figure 2.6: Environmental Impact of Product Packaging
(Source: As influenced by Wikström
et al.
2019)
At the base level of retail FMCG business sector, product packaging serves customers to protect
products inside by maintaining packaging through keeping the product safe while maintaining
shipment between manufacturing facility and retailer. It helps to prevent damage while the
product sits on shelf by maintaining product packaging sturdy and reliable. Based on the reviews
of Wohner
et al.
(2019), product packaging has maintained product improvement and
significance in business by developing functions to protect them while delivering them to
customers. It has the ability to protect quality of products by ensuring safety and security of
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products by covering packages made with paper, cardboard, metal, glass, and so on. Retail
FMCG sector maintains product packaging by enhancing their significance in business by
maintaining product, price, promotion, and placing through using marketing mix and 4P of
marketing. It also improves the quality of financial improvement in the retail industry based on
enhancing their FMCG products to enhance balance in the business sector. On the other hand,
Wikström
et al.
(2019) argued that product packaging has impacted the retail industry by
differentiating business of FMCG sectors such as food, beverage, and dairy products. It has a
negative impact sometimes by enhancing product cost due to high price of product packaging by
using highly costly material such as aluminium. Product packaging is a type of marketing tool that has impacted business of retail industry and its
FMCG product through maintaining differentiation in its product cost, structure, design,
materials, environmental issues, and others to attract customers to purchase more from the sector.
According to the opinion of Svanes
et al.
(2018), food or product packaging helps to improve
food waste by protecting products from environmental impact and external factors. It has
importance to enhance production and sales based on maintaining customer attraction through
increasing loyalty and trustworthiness by providing them with better and good-quality products
without causing any harm. It has the power to improve satisfaction of retail businesses by
enhancing success in business through generating success. It also improves satisfaction and
growth in retail business based on using green packaging that positively impacts the
environment. On the contrary, Naidoo and Gasparatos (2018) argued that corporate
environmental sustainability has been maintained in the retail sector based on using a recycling
strategy in product packaging. It has the ability to enhance environmental protection by
maintaining a lack of carbon emission by avoiding plastic usage in product packaging.
Biodegradable product materials have been used in the retail industry in its product packaging
that protects the environment by disposing of product packets.
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2.7 Effectiveness, affordability, and visibility of product packaging
Figure 2.7: Purchasing Intention towards Pre-Packed Products
(Source: As influenced by Roberto et al.
2021)
Effectiveness of product packaging enhances business satisfaction based on maintaining growth
in the retail industry and its FMCG sector. Purchasing intention of consumers is more attracted
toward fresh products with 93%, than pre-packaging. Based on the opinion of Roberto et al.
(2021), packaging of products helps to maintain nutrition mainly in food products to enhance
labelling, consumer behaviour, as well as product reformulation. It has the power to maintain
visibility of products by ensuring safety and security from any damage of products that maintain
the quality of it to deliver products easily while consumer uses online purchasing. According to
the perception of Clark
et al.
(2020), product packaging helps to maintain supply chain
integration that helps to maintain affordability of products. It has the power to use low-cost
product packaging material to reduce production costs that enhance intention of consumers to
purchase those products from the retail FMCG sector. As argued by Veer
et al.
(2018), packaging
size helps to maintain the protection of products by reducing cost because it influences market
growth of retail industry. Purchasing intention of consumers towards retail FMCG market
depends on their product packaging by using green sustainable packaging through selecting raw
materials of paper and other biodegradable or disposable materials. Thus, it can be said that
product packaging influences buying behaviour of consumers in the retail FMCG industry.
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2.8 Compositional effects of product packaging
Packaging is the aspect that helps the consumers to differentiate among the wide range of
products. It can be stated in this context, that the design for the packages acts as the
communication tool from which the consumers are able to collect information on the brand and
the specific product. Information such as date of manufacturing, date of expiry, weight, volume,
ingredients, and direction for usage is necessary. For instance, health concise consumers look for
the details on ingredients and nutrients. As per the view of Steenis
et al.
(2018), the weight and
the volume of have to be adequate in the production of packaging that is needed to meet the level
of hygiene, safety and acceptance in terms of the consumers. In addition to that, the design of
packaging that permits, recycling or reusing can be effective in building a positive image of the
brand being concise about the environment. It can be mentioned that the brands are required to
understand that the process of making decisions includes the level of interest and awareness
among consumers which can be possible through informative, innovative and convenient
packaging. For example, consumers' primary concern for consumer goods is expiry dates. Marketing communication can be formed and delivered with the help of packaging to a great
extent. It can be added that the business organisation are found dedicating a lot of time to
“designing visually attractive packages”. However, it can be pointed out that these firms are
needed to pay attention to making the packages informative as well. According to Simmonds
et
al.
(2018), the manufacturers not only need to include innovation and information in the
packaging but also have to focus on including relevant information that the buyers look for. For
example, it can be said the packages having no date of expiration or missing details on
ingredients might be rejected against the packaging involving all the necessary data. The core
focus in marketing today has to be the satisfaction of consumers. Studies over the years have
covered plenty of aspects influencing the decision of the buyers. Several theories and models can
be found explaining this aspect. In this context, it can be mentioned that packaging composition
in the present period is extremely crucial. As per the views of Waheed
et al.
(2018), people are
first attracted to the outlook and therefore innovative packages cannot be comprised. In addition
to that, it can be stated that people in these current days are health and safety conscious and
therefore, the information in the packages is given importance. Therefore, none of the two factors
can be missed. In the economy of the UK, the sector of FMCG retail is quite significant making
use of different techniques in terms of sales and marketing. Therefore, it can be said that the
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retailers are needed to focus on the attraction and retention of consumers through discounts,
promotions, online sales, loyalty programs and specifically making the packages “informative,
innovative, sustainable and convenient”. The memory of the consumers is activated and thereby
they are influenced to make purchases when the right tools are applied. 2.9 Theories and models of buying behaviour
2.9.1 Engel Kollat Blackwell's model of consumer behaviour
There are four stages in “Engel Kollat Blackwell model of consumer behaviour”which need to be
followed by the companies if the model is included in the business. Incorporation of this model
helps to understand the behaviour of consumers better and according to that, the business can
make decisions. It can be stated that this model includes many things that affect the decision
making factors of the consumers like personality, values, culture and lifestyle.
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Figure2.8: Stages in Engel Kollat Blackwell model
(Source: Vijayalakshmi, and Gurumoorthy, 2018)
The first stage is known as the stage of information input in which consumers look for the
primary information regarding products and services or about the brand or company as a whole.
The next stage is known as the stage of information processing. In this stage, consumers are
found to be paying attention to the details of the collected information so that they can make a
sound judgement on the choice of the brands. As per the views of Mehta et al. (2020), the third
stage of the “Engel Kollat Blackwell model” is indicated as the stage of the decision process in
which consumers first identify problems if any, and then look for alternatives, evaluate the
alternatives and then make the purchase decision. It can be mentioned that the final stage of this
model pointed out certain variables that impact the decision-making process of the buyers.
Individual features include “motives, values, lifestyle, and personality”, and the social features
are “culture, reference groups, and family”. Situational features can be the financial condition of
consumers. 2.9.2 Nicosia model of consumer behaviour
The model is establishing an association between business enterprises and their potential
consumers. As per the views of Panwar
et al.
(2019), the “Nicosia model of consumer behaviour”
suggests that perception about any product or service is created based on the message that the
firms impart such as through advertisements and then these individuals evaluate the information.
If the consumer is satisfied then they provide a positive response otherwise they turn to the
alternatives. It can be mentioned that the model has explained four fields of consumer buying
behaviour. Field 1 portrays the attributes of firms that is the environment of marketing and
communication affecting “consumer attitudes, the competitive environment, and characteristics
of the target market”, and attributes of consumers as “experience, personality, and how he
perceives the promotional idea toward the product”.
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Figure 2.9: Fields in Nicosia model
(Source: Nageswari, 2019)
Field 2 stated that consumers look for the brand and evaluate the information by comparing it
with the other brands. Field 3 presented the manner in which consumers are motivated to buy the
products. As per the views of Rathi, and Kumar (2020), the final field 4 of the “Nicosia model”
is an important aspect that enhances the effectiveness of this model by including the feedback
analysis part. It means that the purchase experience of the consumer and the selling experience of
the firms are taken into consideration that are capable of affecting the future decision-making
processes for both. 2.9.3 Hawkins Stern impulse buying theory
Impulse behaviour has been an idea that was heavily believed by “Hawkins Stern”. It can be
mentioned that the buying behaviour of consumers is sudden and this goes well with the power
of making decisions that are usually rational. This is the main point that has been argued by him.
In addition to that, the traditional way of making decisions has no connection with the external
stimuli that drive impulse purchases. Jumbo et al.
(2021), pointed out that there are four stages in
“impulse buying theory” by “Hawkins Stern” and the theory can be found applied in huge
volume by the firms in the present period of online shopping popularity to gain insight into
various circumstances in which consumers give way to impulse buying.
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Figure2.10: Hawkins Stern's impulse buying theory
(Source: Liebenberg, 2020)
2.9.4 Webster and Wind Model
The variables that are capable of affecting the decision of buying products have been divided into
“environmental variables, organisational variables, buying centre variables and industrial
variables” in this model.
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Figure 2.11: Variables covered in Webster and Wind Model
(Source: Steward et al
. 2019)
It can be mentioned that economic conditions such as recession can decrease the purchasing
quantity. In this manner, there are several factors under which each variable is highly influential
in some or the other way. According to the findings of Inoni
et al
. (2019), “Webster and Wind
Model” is powerful, comprehensive and analytical and can be applied for the recognition of
prime variables that firms can consider to develop strategies in marketing; however, the lack of
details on the specific influence of the variables makes the model weak. 2.10 Literature Gap
The gap in this study can be stated as the deficiency of literature on the buying behaviour of
consumers particularly related to the product packaging. It can be mentioned that many variables
impact the consumer purchasing decision. One such is the packaging of the products which can
be found related to attentiveness towards the brand, image of the firm, and perception of the
products. Information found in the literature regarding purchasing behaviour is vast. However, it
lacks specific areas such as packaging. 2.11 Chapter Summary
The chapter has conducted a review of the literature and elaborated on the significance of
packaging in the FMCG retail UK. The discussion has been conducted about understanding the
impact on the purchasing behaviour of consumers. Three models such as “Engel Kollat
Blackwell model, Nicosia model, Webster and Wind Model and a theory “Hawkins Stern
impulse buying theory” have been included in this chapter that can be helpful for the firms in
understanding the consumers' decision making process better. This in turn can be said to be
helpful for the firms in undertaking their actions to influence consumers in a positive manner.
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CHAPTER 3: METHODOLOGY
3.1 Introduction
This chapter significantly deals with creating a roadmap for the scholars to follow in order to
effectively complete the entire research. The data collection process and techniques are identified
in this chapter in order to for the scholars to follow that process for the critical analysis of the
data. This chapter provides the research philosophy and approach to the scholars in order to
complete the research within time and on budget. The timeline horizon is also provided for
effectively predicting the time required to complete the entire research.
3.2 Research philosophy
Scientific research philosophy allows the scholars to develop a strong and independent thought
process in order to identify the problem statement and to find possible solutions to the problem
through conducting the research. The significance of the research philosophy is that it allows the
gathering of opinions from the respondents by carrying out quantitative data analysis. The
scholars with the help of collected data try to solve the research problem statement and draw
effective inference. The various types of research philosophy are pragmatism, positivism, and
realism
. These research philosophies allow the development of a research outline in order for the
scholars to follow for the successful completion of the research.
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Figure 3.1: Research methodology implemented in the research
(Source: Self created)
Justification
The
positivism
research philosophy has been implemented here since the research could be
completed using factual data only. Furthermore, the positivism philosophy helps in the collection
of factual data such that critical analysis of the research problem could be carried out. The data
collection would provide insights into the effect of good packaging of products on the customer
purchasing behavior. According to the words of Rinjit (2020), the positivism philosophy allows
the scholars to collect the data and interpret it in an objective method. The scholars can collect
unbiased responses from the participants regarding the influence of effective packaging on the
customer’s purchasing behavior. The human experiences are critically highlighted using the
chosen philosophy in order to provide proper justification tot he research proposal. Moreover, the
positivism philosophy helps in the effective analysis of the research questions in order to deduce
relevant answers from the respondents. According to the words of Snyder (2019), positivism
philosophy allows the quantitative analysis of the data based on factual knowledge. The aim of
the chosen philosophy is to obtain results based on the survey questionnaire developed such that
the impact on the purchasing behavior of customers could be critically understood. The research
questions could be effectively clarified using the chosen philosophy and hence the scholars could
Positivism philosophy
Inductive approach
Descriptive design
Primary data collection
Purposive sampling technique
Primary quantitative data analysis
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deduce proper conclusions from the critical data analysis process. The effect of packaging of the
FMCG products on the customer purchasing behavior can be understood through the usage of
positivism research philosophy. The quantitative data collection is done using the questionnaire
method in order to obtain relevant research results.
3.3 Research approach
The research approach provides the scholar with a particular approach style in order to
effectively complete the research topic. Proper plans and procedures need to be developed based
on the research approach in order to collect the quantitative data and to critically analyse it. The
significance of the research approach is that it is result driven and significantly identifies the
methodology to be followed for solving the research questions. Furthermore, a stepwise process
is obtained for solving the research questions associated with the research. The different types of
research approaches are Deductive, Inductive and Abductive approaches. The research approach
helps to develop a theoretical framework using the hypothesis method of data analysis so that
proper conclusions could be deduced.
Justification
The
Inductive research approach has been selected here since using this method proper research
themes could be developed. These research themes identify the research problem areas in order
for the scholar to dig deep into the problem statement for finding answers. The chosen research
approach would help in clarifying the customer physique of purchasing FMCG products based
on the packaging style. According to the words of Sovacool
et al
. (2018), the inductive approach
helps in obtaining research findings based on the interpretation and critical analysis of raw data.
Furthermore, the research themes that are to be developed are strictly related to the customer’s
purchasing patterns in order to deduce a relation between packaging and purchasing of products.
Hence, the chosen research approach can create relationships between research aspects so that
proper research findings could be obtained. Based on the theoretical framework, the chosen
research approach allows the collection of relevant data using an effective research process. The
data collection that is carried out is of primary nature in order to obtain the factual experience of
the chosen respondents. Furthermore, the credibility and validity of the research would improve
using the chosen research approach. The research approach would critically solve the problem
statement related to the impact of packaging on the purchasing power of the customers using the
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hypothesis method of statistical analysis. Thus, the research could be completed with proper
justification. The quantitative data obtained is processed and analysed such that effective
conclusions could be drawn related to the advantage of packaging FMCG goods for obtaining
organizational profitability. Moreover, the development of the economic condition of the
business through the implementation of packaging techniques could be critically deuced by the
usage of the chosen research approach.
3.4 Research design
Scientific research design allows the integration of different research aspects in a logical
perspective so that the scholar could complete the research in a stepwise process. The design
phase critically follows the logical process to address the problem statement in order to obtain
proper solutions. Thus, the research could be completed effectively within a particular time and
manner using the appropriate research design phase. The significance of the research design is
that various operations are carried out following a standard operating process in order to make
the research methodology as effective as possible. Moreover, maximum information is obtained
by sparing minimum expenses thus making the research topic to be highly feasible and can be
conducted efficiently. The various types of research designs are Exploratory, Observational,
Descriptive, and experimental. The descriptive research design has been chosen for conducting
the research.
Justification
The chosen research design helps to identify the possible trends and characteristics of the
research topic. The descriptive research design allows the scholar to obtain a proper description
of the research topic such that effective collection of primary data could be carried out.
According to the words of Archibald et al
. (2019), the chosen research design provides a clear
picture of the research topic and mentions selective ways in order to properly solve the problem
statement. The chosen research design is based on factual data and primary data collection is
done so that unbiased responses are obtained. The respondents are selected in order to effectively
solve the problem statement of the research. The major importance of the chosen research design
is that it provides an in dept knowledge of the research topic and the research questions deduced
from the problem statement. Moreover, it helps the scholar to understand the research topic such
that a proper questionnaire related to the problem statement could be deduced. Thus, using the
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factual data the impact on the consumer purchasing behaviour due to proper packaging could be
critically analysed and proper inferences related to the research topic could be drawn. Hence,
these are the major significance of implementing a descriptive research design for analysing the
research topic.
3.5 Data collection procedure
Data collection is the effective collection, measuring and analysing of the data related to the
research topic such that factual information could be obtained. The significance of data
collection is that reliability and validity of the research topic could be obtained. Moreover,
unbiased data is obtained and hence could be used to answer the research questions of the chosen
research topic. The different types of data collection techniques are primary and secondary data
collection techniques
. The collection of data allows the critical analysis of the research topic
such that a proper conclusion could be deduced in relation to the research topic.
Justification
The primary data collection method has been chosen for the research topic. The major
significance of the chosen data collection technique is that it is highly reliable and provides an
objective method of approach to the research. According to the words of Kirchherr and Charles
(2018), the primary data collection technique allows the collection of in depth information on the
research topic compared to secondary data collection techniques. Thus, accurate results related to
the research topic are obtained leading to the improvement in validity and credibility of the
overall research. Moreover, an online survey has been conducted here in order to obtain the
customer preferences related to the impact of effective packaging of products. The FMCG goods
have short self life and get sold quickly. Thus, proper packaging of the products would provide
value added services leading to an increase in organizational profitability. The questionnaires
have been developed keeping in mind the relevance of the topic and its major significance is that
real data would be obtained for the critical analysis of the research topic. The chosen data
collection method would allow the effective analysis of the research problem statement.
Furthermore, information related to customer purchasing trends and the influence on their buying
behavior could be critically understood using the chosen data analysis techniques. The collection
of factual data is obtained and hence conclusions could be critically deduced based on the
hypothesis statement of statistical analysis. Moreover, the results obtained are practical since a
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survey questionnaire has been implemented on this research topic. Thus, these are the major
benefits of implementing primary data collection techniques for conducting the research. The
significance of developing a questionnaire is that appropriate questions are asked that are highly
aligned to the research topic. The best quality of data can be obtained only through the primary
data collection procedure.
3.6 Sampling technique and sample size
Scientific sampling method is the effective selection and analysis of the data collected from
primary data collection techniques. The significance of the sampling techniques is that actual
data could be obtained from large data sets that are competent to solve the problem statement.
The sampling techniques are used in situations where the data set is too large to be handled
efficiently. Furthermore, through the sampling technique statistical analysis of the research topic
could be conducted. These techniques are highly competitive and have a reputation for providing
accurate results. The diverse types of sampling techniques are simple random sampling,
systematic sampling, purposive sampling, random sampling, and clustered sampling
. The
purposive
sampling technique has been chosen in the research.
Justification
The chosen sampling technique allows the researcher to collect appropriate data from the
primary data analysis technique being conducted. The sample size of 38 respondents
has been
chosen for conducting the research and to obtain factual results from the research topic.
According to the words of Kiger et al
. (2020), the purposive sampling technique is effective in
case of situations where multiple case scenarios related to the topic arise. The topic is related to
the customer purchasing behaviour that is affected due to high quality packaging by major
conglomerates. Hence, the actual response from the potential and loyal customers is to be taken
in order to obtain relevant results related to the research topic. Hence, the analysis of the sample
size would provide proper justification for the problem statement. Moreover, the usage of these
data findings could be practically implemented by the big organizations in order to gain
profitability from the market. The influencing power of the organisations over the customers
would also significantly improve by using the data obtained from purposive sampling
techniques. The main objective of the chosen sampling technique is to select those respondents
that are willing to provide responses in relation to the research topic. Therefore, the best
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responses are obtained from the respondents which would improve the overall credibility and
validity of the research. The availability of a proper sample size would help in achieving the
goals and objectives of the research topic.
3.7 Data analysis technique
Scientific data analysis allows the critical analysis of the primary data collected through the
online survey technique in order to effectively answer the hypothesis question. Thus, the problem
statement could be effectively answered using the data analysis technique. The significance of
the data analysis technique is to convert the research data into information such that market
decision making could be carried out. The types of data analysis techniques are quantitative data
analysis technique and qualitative
data analysis techniques. The primary quantitative data
analysis technique
has been taken into consideration in this research topic analysis.
Justification
The chosen data analysis technique would allow the effective gathering and cleaning of the data
such that proper information related to the research topic could be obtained. This data analysis
technique would help in deducing the major advantages of implementing proper packaging
techniques such that customer purchasing behaviour could be channelized. The situational
observations could be done using the chosen data analysis technique. The respondents of the data
would significantly manipulate the operating procedures of the FMCG retail stores. Hence, the
advantage of choosing the primary quantitative data analysis technique is to generate significant
profits from the market related to FMCG retail stores. The data analysis using quantitative data
would allow the organizations to restructure their business models in order to gain a significant
customer base. The data analysis process of the chosen research topic would predominately try to
answer the hypothesis question in order from the companies to take effective market decisions.
The effective ways of improving the profitability of the FMCG retail companies can be critically
managed by the usage of concerned data analysis technique. The statistical analysis of the data
would provide significant insights into the customer purchasing patterns and the methods that
can be implemented on the customers in order to increase their purchasing. The research topic is
related to the FMCG goods sold by the retail outlet and hence major focus is given to the
packaging techniques that need to be implemented to effectively influence the customers. These
are the major significance of using the primary quantitative data analysis techniques.
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3.8 Reliability and validity
The reliability of the research significantly depends on the data collected for the effective
analysis of the research problem statement. The collection of primary data significantly improves
the reliability of the research since factual data analysis could be significantly obtained. The
scholar predominantly gatherers data from the questionnaires developed for the potential
customers. Hence, the research is significantly reliable since the research questions are reliable to
answer the main agenda of the research topic. According to the words of Fuller et al
. (2020), the
reliability of the research depends on the authentic data that is collected from the market. Based
on critical data analysis the optimum results would be achieved that would answer the research
problem statement. Furthermore, the data presentation is done using the statistical analysis of the
primary data collected. The ethical measures are taken into account in order to maintain the
dignity of the research topic. On the other hand, the scholars maintain the viability of the
research by effectively presenting the data. Statistical tools are used in order to elaborately
showcase the data obtained from data analysis techniques and sampling techniques. Thus, proper
data presentation would significantly improve the viability of the research topic. These various
considerations are needed to be maintained in order for establishing the reliability and viability
of the research topic. The critical representation of the data satisfies the viability and reliability
factor of the research topic.
The research time horizon shows the total timeline required for the effective completion of the
research. The steps implemented in the research time horizon are project proposal, reviewing the
literature, data collection, data analysis, potential outcome and final report submission
. These
steps are to be mandatorily followed in order to effectively complete the research topic.
3.9 Ethical consideration
The major ethical consideration that is to be taken into account during the data analysis process
is to strictly maintain the anonymity of the researcher. The data procession Act, 2018 needs to be
strictly followed by the scholar during the data collection process. According to the words of
Ngozwana (2018), the ethical considerations needs to be maintained for improving the validity
and credibility of the research. The goals and objectives need to be clearly explained before
taking the data from the participants. Moreover, the data collected should be used only for
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research purposes and not be implemented in any other survey analysis process. The voluntary
participation needs to be maintained which forms a significant factor in the ethical consideration
process.
3.11 Research method limitations
The geographical constraint is a significant limitation to the research topic that prevented the
scholars from effectively carrying out the research. As per the research conducted by Akanle
et
al
. (2020), the data collection and data analysis process majorly creates research method
limitations. The secondary data collection would be more helpful for the effective completion of
the research. Furthermore, the sample space is small which reduces the authenticity of the
research. Due to the small sample space, the information obtained is not diverse which creates
boundaries to the effective completion of the research. The budget and time constraints are two
major issues that limit the prosperity of the research.
3.12 Summary
The research methodology develops a suitable process for the researcher to effectively complete
the research. The positivism philosophy and inductive approach have been chosen for the
completion of the research. The descriptive research design has been chosen to create a strong
and stable roadmap for the scholar to effectively complete the research. Primary data collection
technique has been used by developing questionnaires for the respondents. Around 38
respondents have taken the survey questions and based on that conclusions have been drawn.
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CHAPTER 4: FINDINGS AND DISCUSSION
A survey was conducted on onlinesurveys.ac.uk The participants of this survey were various customers from FMCG industry
Number of Responses: 38
4.1. Findings
Figure 4.1.1: Gender of Participants
(Source: Self-created)
The results derived from the analysis of the gender of the participants of the survey depict in the above figure that there have been an equal number of participants gathered in the aspect of gender. Moreover, one participant chose not to disclose any information regarding gender. Around 34 % are males and 50 % are females in the survey. Moreover, around 7 % belongs to other category and 7 % refrained from disclosing their gender.
Figure 4.1.2: How frequently do you purchase items from FMCGers
(Source: Self-created)
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In the above figure, it can be observed that most of the participants purchase their items of daily
needs from the FMCG brands. This reflects that the demand for items in the FMCG brands has
been growing due to the approach to marketing their products and the offerings that are provided
by the FMCG brands (
Merlino et al
. 2020). Further, the offers provided by these brands attract a
large number of customers and make these brands profitable. Moreover, the brands have made a
large variety of items available to the customers in a one-stop shopping centre, which is also
provided to the customers over online shopping platforms. It was found that 31% of the
participants said that they are regular customers of the FMCG brands and frequently visit the
stores or buy online from these brands. From the above bar graph, it can be analyzed that a huge
number of people purchase retail items from FMCGers. This FMCG brand has high demand as it
is based on the selling of daily goods that the people used in their everyday life such as dairy
products, soft drinks, baked goods, and many more. They are relatively low in price so the
people more frequently purchase these goods. Even the goods have a profit margin at a low level
and as a result, it initiates high sales and so it tends to gain a high profitable advantage. It has
been examined and observed that out of 38 persons, nearly 31 % purchase their daily
commodities from FMCGers retail brands very frequently. Hence, it has a crucial role to satisfy
their consumer demands. However, it can be found that there are few people nearly 21 %, who
rarely buy their essentials from the FMCGers retail brands. Even, it is seen that nearly 39 % of
people sometimes buy their daily product from here and one people who never purchase goods
from this sector. This is due to the fact as the entire process of FMCGers is operated via online
service and as a result, there are few people who have no idea about the online facilities and
techniques, so they refrain from buying goods from FMCGers retail sectors. Moreover, they
preferred to buy goods from shops rather than FMCGers as they believe in observing the goods
in their own vision.
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Figure 4.1.3: Have you ever purchased something because of its appealing packaging
(Source: Self-created)
It can be analysed from the graphical analysis of the findings of the survey that most of the
consumers comprising 52% of the participants purchase the items from these brands for their
appealing packaging. It was found that 28 participants out of all the 38 participants have a choice
of items in the FMCG brands based on the quality of packaging. On the contrary, only 47 % of
participants said that they do not consider the packaging of the items while buying them. This
shows that in the case of most of the customers, the packaging quality of the items plays a certain
level of significance in their buying decision. Considering the results of the survey, it can be
inferred that an appealing packaging leads to a positive buying behaviour of the customers in the
FMCG industry of the UK.From the given graph, it can be observed that most of the people are
attracted by the appealing packaging of goods. They mainly purchase goods as per the
appearance of the product’s packaging. Packaging is an important strategy that the organization
adopts for the development of the business and it further enhances the profit margin. It can also
be a purpose to buy the product as it delivers a perception of quality and also reflects the brand
image of the product. So it can be observed that out of 38 people, nearly 52 % of people have
purchased products due to their attractive packaging. Consequently, it is seen that nearly about
47 % of people do not purchase goods by getting impressed by their appealing packaging. As a
result, it can conclude that maximum people do not even bother about the product quality, they
are just pleased by its convenient packaging. Therefore, it can be said that the attractive
packaging enables the company to achieve profitability and competitive advantage.
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Figure 4.1.4: Which factor do you consider while purchasing something from an FMCG
store
(Source: Self-created)
In the above graph, it can be analysed that the factors which are considered by most of the
customers in the participants are mostly based on the price of the product. It was found that 23 %
participants out of the total participants consider the price of the products which is found to be
lower in the case of FMCG brands due to increasing offers in the brands provided by the brands.
Moreover, it was found that 10 % participants consider the ingredients of the items to avoid
products with adverse ingredients which are not preferred by the customers. On the contrary,
only 31 % participants out of the total sample size prefer the packaging of the products to buy
them. Further, the same number of participants also considers that the quality of the products
should be preferred for the consumer buying behaviour. This reflects that it is not only the
packaging of the products which affects the buying behaviour of the consumers but also other
aspects, of which, price is one of the most significant factors that rule the consumer buying
behaviour. The ingredients and the quality of the products are also important enough to direct the
behaviour of the customers while buying the products. From the figure, it can be evaluated that
the factor that is mostly responsible for the purchase of goods from the FMCG retail store is the
price of the product. The price of the product is a crucial cause as it attracts more customers to
buy their goods. The customer mainly intends to buy quality products at a low cost, so a huge
number of people are interested in buying their daily essentials from the FMCG retail store. It
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was observed that out of 38 people, nearly 23 % people buy goods based on the product price.
However, 10 % people purchase their essentials based on the ingredients of the products. They
are concerned with the ingredient of the products as harmful ingredients will have a harmful
effect on their family and will lead to harmful diseases. Consequently, it was observed that 31 %
of people purchase goods based on the packaging of products as packaging is more convenient
for them rather than the quality. Moreover, it was seen that the same number of people are
interested in buying products based on the quality of the products. Therefore it can be said, the
choice of the consumer is not only based on the packaging but also on the product’s quality. It
was also observed that only one of them is interested in buying the products based on all the
factors for purchasing the goods from the FMCG store. For them, the price of the commodities
and their composition, great packaging, and quality is important while purchasing a product. Figure 4.1.5: Does packaging affect your buying decision
(Source: Self-created)
It can be analysed from the graphical analysis of the findings of the above question that
packaging has an effect on the buying behaviour of the participants. It was found that 27 % out
of the 38 participants, constituting 50% of the total participants, consider the packaging of the
items to determine which product should be bought. It was also found that 43% of the
participants were those who do not prefer the packaging of the product and rather prefer the
quality of the products which affects the buying behaviour of the customers. On the contrary,
only 29 % participants consider all the factors of the items while buying them and not only the
packaging. This reflects that packaging is not the sole driver which impacts the buying behaviour
of the customers (
Pramudya and Seo, 2019). However, there is a large section of the participants
who have been judging the packaging of the items which reflects its significance in drawing a
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huge customer base. From the given graph, it can be observed that packaging is highly
responsible for changing the buying decision. It can be seen that out of 38 people, nearly 27 %
people contemplate that packaging is important and it helps to identify the product to be bought.
This is because packaging offers the first apprehension of the goods to the customer. As a result,
it has a high chance to affect the purchasing decision of the customers. Its innovative design
attracts more customers to buy the products and in the same way, it tends to increase the sale of
the goods. Simultaneously, it was observed that 43 % respondents do not contemplate packaging
to influence the buying decision of the customer. It was further observed that only 29 % people
sometimes consider that packaging is essential and it possesses a great impact on influencing the
purchasing decision of the customer. Therefore, it can be determined that packaging captures the
attraction and interest of the customer and help the company to earn more profit. Figure 4.1.6: Which packaging elements are most important, when you are deciding on
what product or service you will buy
(Source: Self-created)
It can be analysed from the above graphical output of the survey that the quality of the packaging
is more important out of all the other factors. It was found that 56 % participants out of the total
of 38 have considered the quality of packaging as it matters to the quality of the item inside. In
the case of FMCG products, the shelf-life of the products depends upon the type of packaging of
the products (
Gil-Pérez, Rebollar and Lidón, 2020). Moreover, it was also found that a
substantial percentage of participants have also preferred the information regarding the items and
the colour of the packaging as important factors of packaging that they prefer. From the graph, it
can be evaluated that among all the packaging elements that determine the choice of product to
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be bought, the quality of the packaging is the most vital point to consider. It was observed that
among 38 people, nearly 56 % people contemplated that quality is the most crucial packaging
elements in identifying the purchasing products. Quality determines the essential composition of
the products and reveals the usefulness of the product and how it will help to enhance body
growth. Moreover, only 13 % people identify the color of the product as an essential element to
choose which product is to be purchased. According to them, the color of the product has a great
appealing impression that attracts them to buy the product. Consequently, it was observed that
only 24 % people consider the image of the product as a vital packaging element to determine
the type of product to be purchased. Moreover, there are 43 % people who analyze the
information of the products and determine whether it is essential for the growth of the body and
then decide what type of product to be purchased accordingly. Therefore, it can be concluded that
every packaging element has a significant effect on the product and on the demands of the
consumers. Figure 4.1.7: “Ordinary packaging is a huge turn off while shopping from FMCG stores”
Do you agree with the above statement
(Source: Self-created)
The above results derived from the participants in the survey show that 44 % participants out of
the 38 total respondents believe that ordinary packaging affects the demand for an item offered
by an FMCG brand adversely. On the contrary, only 23 % participants disagreed and 13 %
people strongly disagreed with the fact that ordinary packaging decreases the demand for the
products as these participants strongly rely on the quality of the products rather than the
packaging (
Kitz et al
. 2020). On the other hand, only 18 % participants were neutral about the
fact and did not rely on the packaging of the products. It can be analyzed from the above graph
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that out of 38 people, nearly about 44 % people strongly agreed with the statement that “ordinary
packaging is a huge turn-off while shopping from FMCG stores”. They had a firm belief that if
the packaging is ordinary then it fails to attract the customer, as a result, it refrains the customers
to purchase the goods. This tends to diminish the profit margin of the company. Though it is
cost-effective still the packaging is a highly impressive quality that enhances its business growth.
Consequently, it is observed that only 23 % person does not agree with the statement. They do
not consider that ordinary packaging can reduce the profit margin of the company, whereas, there
are 18 % people who neither agree with the fact nor disagree that ordinary packaging has a great
impact on the customer demands. Moreover, there are 13 % people who strongly disagree with
the fact that the bad or ordinary packaging influences the choice of the customer and in
enhancing the profit level.
Figure 4.1.8: While shopping in an FMCG store, there are two products of different
brands. The first product is of low price with bad packaging. On the other hand, the second
product is slightly expensive with good packaging. Which product would you buy?
(Source: Self-created)
It can be analysed from the above graph that the participants have preferred the product with a
high price and good packaging as the quality of the products contained in the packaging are
generally perishable and require good quality packaging. Hence, it was found that 54 %
participants out of the total respondents believed that high-quality products are preferable in the
case of FMCG products. From the graphical analysis, it can be determined that there are various
types of customers who preferred to buy items based on the price and packaging of the products.
It was found that there is nearly 54 % person who preferred to buy products at a low price and
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for them, the packaging is not an essential part to influence their purchasing demands. On the
other hand, there are nearly 54 % people out of 38 people who favored buying a product of high
price but with proper and well packaging. For them, the packaging is crucial. This survey tells
that six percent of products are sold after the packaging of the products because the sale does not
depend on the packaging. It is found that thirty percent of the product is sold because of the good
packaging as the attracting packaging attracts the people and that helps in selling the products.
Therefore, the company has to look into the packaging and the labeling to increase the selling
and the marketing of the products that can help the company to grow and enhance the business.
Therefore a good packaging can enhance the profit margin of the company and really helps in the
sales.
It was also found in the data analysis that the FMCG brands such as “Unilever”, “Loreal Paris”
and “Garnier” are preferred by the customers.
Figure 4.1.9: How frequently do you purchase products of that brand?
(Source: Self-created)
In the above graph, it can be analysed that the brand preferred by the participants is mostly
availed by the participants relying on the quality of packaging and the quality of the items. It was
found that 20 participants rely on the preferred brands.
It has been seen from the above graphical
representation that there are maximum customers with the very frequent purchasing of products.
The frequent customer rate is 13% while there is 26% of customers that are intended to purchase
the product sometimes. Therefore, it is clear that most of the customers prefer to purchase the
product again. On the other hand, it is clearly represented in the graph that there is only 31 % of
customers never want to purchase from the same brand again. This feedback will help the
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specified brand to keep up its quality and efficiency in order to deliver better products to its
valuable customers. Customers are the cornerstone for the success of any brand. Thus, it needed
to deliver a better experience to the customers so that they would be happy enough to visit the
brand again. In this context, it is necessary to understand the sentiment of the customer through a
customer journey map. Through this technique, the specified company could not only be able to
understand the sentiment of the customers but also would be able to deliver a premium
experience to them.
Figure 4.1.9: Do you identify a particular brand by its packaging?
(Source: Self-created)
It was found that 30 out of the 38 participants identify the brands by the packaging. This reflects
that packaging is a brand identity of the companies in the FMCG industry.
In a survey to know
about the data and the perforation about the survey if customers can identify a brand that is
particular just based on its packaging. In this survey, it is found that 31 % of the customers who
participated in the survey can identify the product by its packaging as every company or brand
has a different and attractive packaging that attracts the customers and helps to know about the
br4and. This belongs to the marketing strategy and advertisement of the company. 10 % of the
customers have given the reviewed that they cannot identify the product by its packaging. The
customers who are not known about the company cannot identify the company and sometimes if
the packaging is modified then the customers cannot identify the products only by the packaging.
Sometimes the company, which is not known or not famous, is failed to make indemnify about
their brand and sometimes the packaging of the products is not that much attractive to the
customers and that is how customers cannot identify the products by its packaging. Around 57 %
customers can identify the company by its packaging sometimes. Always they cannot identify
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because may be the company is not too famous or the company has changes it labelling and
packaging frequently.
4.2. Discussion
FMCG retail industry is known as “consumer packaged goods” or “fast-moving consuming
goods” where products or items are sold relatively at low cost and quickly. These include many
household goods such as beverages, candies, packaged foods, toiletries, dry goods and
cosmetics. Packaging enhances the share of market, and sale and reduces the promotional costs
of market. Packaging attracts the attraction of consumers, stimulates the perception of consumers
and increases its images. In this research, a survey is done among 36 participants. According to
this survey, it has been observed that gender is not the factor that affects the packaging of
products. It has been made a perception that any male or female participant is fascinated by some
products but in these surveys, it has been noticed gender is not any factor to attract consumers to
purchase any products. It can be seen that among 36 participants, around 18 males and 17
females disclose their genders and one person has not disclosed their gender for this purpose.
Maximum participants frequently purchase products from FMCG due to their good quality and
low-cost items. The offers provided by this brand attract more numbers of customers and this
causes FMCG more profitable. In one shopping store, FMCG gives so many options available
together, so maximum people are interested to go to that store and purchase products. FMCG
provides online shopping options available too. So maximum people including young
generations can access the sites smoothly and purchase items whenever they want. Therefore,
some of the customers are not able to access online sites so they never prefer to buy online from
FMCG. It has been noticed from the survey that, about 25% of customers sometimes purchase
items from stores or online sites. There are various types of products available together in-store,
so that, maximum consumers prefer to buy items from their store. People are very satisfied to get
this type of facility from FMCG. It has been observed that the packaging of any items attracts customers to purchase that. In this
survey, it has been noticed that 28 participants prefer to buy products to see their packaging but 8
persons do not prefer packaging over their purchasing that products. Many children prefer
packaging to purchase items like toys and candies. Candies which are wrapped in colourful
packets and beautifully designed get attraction from children. Most of the children agree to buy
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those products to see the packaging the items. Therefore, packaging of cosmetics keeps attracting
always the attraction of female persons. Maximum female participants agree to purchase the
items which are well packed and wrapped from outside. Therefore, the design of perfumes and
handkerchiefs also attracts the male person. However, there are some persons who does not
prefer packaging over the quality of the items. They buy items according to the quality of the
products. In this survey, it has been noticed that maximum persons consider the price of the products at the
time of purchasing the items. About 15 persons notice prices at the time or buying any products
from FMCG. Therefore, some of the participants notice the ingredients of those products.
Quality and packaging also matter for some people. It has been considered that maximum
persons will not agree to buy products if the prices are too high for some products. Many
customers prefer good qualities and the types of ingredients that enhance the product sale of
FMCG; price does not matter for them. There is only one person who does not notice any of
these qualities and purchases items that he or she needs in the survey. It can be analysed from this survey, that packaging affects the decision of buying items for
customers. Among 36 participants, about 18 persons prefer packaging to purchase products from
the store and there are 12 persons who do not prefer packaging over the quality of the product. It
affects the consumer’s buying behaviour. Therefore, some persons are also available who does
not prefer packaging and quality also buy items from FMCG. it has been observed that
packaging is not only the factor that can attract any consumers to buy various items from store. In recent days green packaging is the most effective and useful for customers and the
organization also. Plastic or any other types of elements affect the environment so badly. These
types of plastic elements harm the environment and pollution of the environment increases day
by day. Many consumers prefer to buy eco-friendly packaging items from stores. Therefore
colours, information about the products which are available on the packet of the items, quality
and image also affect the buying behaviours of the consumers. Quality of the products is most
favoured in this case because 20 persons prefer quality of the packaging to purchase the items.
Therefore, colours of the packaging and the information details on the packaging also matter for
15 persons. The image which is above the packaging is not the factor that people attract to. Normal packaging decreases the product’s demand in the market. About 20 persons strongly
believe that ordinary packaging affects the purchasing of items. In addition to that, 2 participants
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do not believe this purpose and 4 persons strongly disagree with these factors. Therefore, there
are 10 persons who do not believe that ordinary packaging affects the customer’s buying
behaviour also exists. Good packaging with slightly expensive cost items is preferred for a maximum of participants
about 30 persons whereas another 6 persons do not prefer the packaging. Bad packaging with
low prices is preferred for those 6 persons. It has been observed that, the brand, that consumer’s needs are already available at the FMCG
store. Most consumers prefer their brand packaging at the time of purchasing the products. It has been noticed that among 36 persons about 30 persons recognise their brand by its
packaging. There are very few persons who do not recognize their brand by the packaging of
their products. It is a reflection of the factor that, the packaging of a brand is an identity to its
consumers.
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CHAPTER 5: CONCLUSION AND RECOMMENDATIONS 5.1 Conclusion
Based on the overall discussion it can be concluded that the process of the product packaging is
to maintain some security for a safe way to deliver the customers. It can be helped in some way
to maintain the product quality and to enhance the customer satisfaction. According to Wang
(2020), the product packages that introduce the design boxes should protect the environment
from pollution and external impacts on the people. These designs should maintain the product
safety, protection to the environment, education of aesthetics and applicable in product shapes,
colour, material etc which attracts the customers. It also should be child friendly products
because it can care for children’s health and not harm them. On the other word, the Orquin
et al
.
(2020) defined also that the product packaging is also maintaining the ecology and the goals
throughout the attracting based on them to enhance the quality of packaging products and to
achieve the meeting of customer goals.
Product packaging includes some different materials types and to cover about the product which
focus on the customer attractions. It can also ensure the security and safety of the products. It
should be focused on the remaining products that a customer will buy from offline shopping or
online shopping.
It must be noticed that the products should have impacts on customers' behaviours in their
intention of purchasing products, which involves through the attraction which is based on the
using product in the unique design, eco-friendly materials and colourful packaging products. In
the FMCG industry, product packaging should be needed to improve the quality of food products
and to deliver and store it in a long time. It also can be concluded that in personal or home and
beverage and food products also be improved and maintain the secure and safe the products.
There are some important issues involved in these retail companies such as intensified
competition, goods in counterfeits, consumer awareness, to focus on consumer safety and health,
slowdown in rural areas, regulatory issues, and lack of infrastructure impacts on environments. It
must be notified that the components of the food packaging products influence the customer’s
behaviour who has been buying the products, maintain the incorporation of the different market
stimuli, and get the satisfaction feedback.
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As the review, product packaging element can be attracted to the customers providing the
attracted images, fonts, prints, styles, colours, etc which enhance the number of customers who
are attracted. It must be improved that their production of products, sales, share market, growth
as the products and revenue of the market. FMCG companies maintain their products and require
the safety and secured measured quality of the products. There are some major strategies adopted
by FMCG such as- 1) multi-brand strategies, 2) product flaking, 3) brand extensions, 4) building
product lines, 5) new product development, 6) product life cycle strategy, 7) taking to the
advantages of the wide distribution in networks. These FMCG maintain the products such as
drink items, products in some dairy, baked goods and meats that are demanded in the market,
which requires some good product packages. These industries also can provide their eco-friendly
materials in their products packages.
5.2 LINKINGWITH OBJECTIVES
Objective 1: To evaluate the way the packaging of a product affects the buying behavior of the
customers
One of the major objectives of the topic has been to evaluate the way the packaging of a product
serves different impacts on the buying behaviour of the customers. The product packaging style
is vital for controlling the purchasing behaviours of the customers and therefore, imposes several
impacts on the buyers. Therefore, the evaluation in this particular field has to be obvious since
the behaviour of the buyers controls the purchasing rate and status of a particular item. These
objectives have been therefore discussed in the various segments of the study. This particular
objective has been met in the second chapter of the study. Objective 2: To investigate the impact of packaging in controlling the decision to purchase an
item with different packaging
The next important objective of the topic has been to investigate the impacts of packaging based
on controlling the decision to purchase the items based on the different packaging styles. The
style of the packaging decides the design and outer perfection of the style of the item and
therefore, the decision about the packaging style to be selected has been very crucial. The main
aim has to be to attract the customers to buy the items of interest, which were possible only when
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they were satisfied with the various parameters of the item including the packaging. This
objective has been met in the second chapter of the above study. Objective 3: To introspect the way the packaging of a product influences the sale of the
particular product on different shopping platforms
The next objective of concern has been introspecting the ways based on which the packaging of a
particular product influences the sale of that product on the various shopping platforms. The
packaging style has been vital for creating a positive impression of the product on the customers
of interest. Therefore, the packing style has to be such that the positivity of the impression of the
product has been maintained. The buyers being impressed has, therefore, influenced the sale of
the particular product on all kinds of platforms to be accessed. This vital objective has been met
in the fourth chapter of this particular study.
Objective 4: To investigate the significance of product packaging in the retail industry in the UK
The final and last objective of interest on the topic has been the investigation of the significance
of product packaging in the retail industry in the UK. In common with all over the world, the UK
has also maintained the same interest in the product packaging of the items to improve the sale in
the industry. The retail industry has therefore focused on the significance of the packaging of the
items to maintain the positivity in the sales department on the various platforms. The outer
impression maintenance of the products has been met by the retail industries to increase the sale
of those particular products. This particular objective has been met in the fourth chapter of the
above study.
5.3 RECOMMENDATION
5.3.1
Automation
needs
to
be
done
for
product
packaging
Automated packaging systems should be developed by the FMCG industry through which the
tendency of cross-contamination could be avoided. End-line packaging and automation could
lead to cost reduction through which the production process could be conducted in a proper way.
Downgauge and automation are the two most recommended strategies through which the FMCG
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industry could improve the packaging system and it will influence the consumer buying
behavior. The FMCG industry should adopt the green packaging system in order to maintain
environmental sustainability. The increasing rise of plastic usage could be controlled through this
recommended packaging system. Biodegradable products must be used by the industry through
which the threat of carbon footprint could be controlled. Environmental sustainability could also
be maintained with the adoption of this new packaging system. Thus, the livelihoods of the
company could be improved and the consumers will be influenced to buy the products. The
excessive usage of the plastic could also be harmful for human bodies and to mitigate these
issues, it is highly recommended for the FMCG industry to adopt the plastic packaging system
5.3.2 Creativity of the packaging
The packaging of the products in the market is vital for the products to meet the demands and
challenge in the market among the similar products available. Therefore, the packaging should be
done sincerely and strategically to meet the various demands of the customers. The packing
should be attractive, decorative, and creative to increase the interest of the customers. Along with
these, the packaging should meet the social benefits of society. Maintaining the safety in the
quality of the products is obvious along with the spreading awareness in the context of saving the
environment. Maintaining the public demands in this context would be of great interest. The
analysis of the packaging styles of the products based on creativity should be such that the
product packaging would become a bridge of communication among the retailers and the
customers. Therefore, the behaviour of the customers would affect as a result. The positive
impression of creativity of the product packaging would lead to an increase in the buying process
of the customers and would impose a positive impact. The product packaging that would deal
with the creativity in the social benefits like discarding the usage of plastics and incorporating
the use of natural materials instead would also enhance the customer interest in the product. The
sale in the market for the products would be enhanced and the efficiency would rise. The more
the sale the more would be the rise in the economy of the market and therefore, the maximum the
product would be able to meet the challenge in the market against the similar products
sustaining. Therefore, the focus on maintaining the creativity of the packaging of the products in
the market would be an obvious one in the context of meeting the demands and the buying
behaviours of the customers.
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5.3.3 Corrugated products need to be used by the FMCG industry
Product packaging must be corrugated, most of which refers to cardboard, and should consist of
the most recycled product. These boxes and containers must be recycled and highly reused by
business. The industries should cut about who must be offered lucrative packaging solutions
online in order to reduce the risk of contamination. It must recognise the severity of the
prevailing conditions. The wholesalers must provide safe and secure delivery so that the client’s
requirements must be met without any generating of the risk. It should be recognised as the most marketplaces of the corrugated cardboards in India. They
should maintain the variety of the corrugated cardboards. Overall, these corrugations must be
customized as the printed of the requirements of the industries, which must help them to grow
their business. All products must be sold and come with an easy to return by the policy so that
the products packaging must be guaranteed to the delivery of the orders. Packaging products
business must be chosen from much variety of sizes and options. 5.3.4 Recycling of content plastic needs to be done by the FMCG industry
The FMCG industry should use recycled content plastic through which the excessive production
or requirements of plastic usage could be controlled. Thus, the management of the FMCG
industry should gather the data for overall plastic usage for environmental sustainability could be
improved. The rate of plastic bottles in case of packaging could be diminished with the
implication of these recommended strategies. The industry must also use the molded fiber for
product packaging and thus, the requirement of wood for packaging activities could be increased.
Thus, the necessity of plastic in case of packaging could be decreased and environmental
protection could be ensured. Conduction of comprehensive packaging sustainability audit is also
necessary for the FMCG industry through which a proper cycle for the packaging process could
be improved. Adoption of all these recommended strategies would help in making sustainable
planning for disposal and choosing the right materials for product packaging
5.4 FUTURE
SCOPE
The packaging of the items in the market has, therefore, several vital impacts on the behaviours
of the buyers on the items of interest. The future scope in this aspect lies in the customer
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behaviour and analysis of the product. The behaviour of the customer in the context of
purchasing and receiving a positive impression of the product of interest would be beneficial for
the retail industry. The analysis of the customers would also depend on the packaging style of the
products and the benefits of the packaging and type and outer look of the product. The future
scope can also be found in the upcoming products that are to be launched. Therefore, the analysis
of the packaging style should be such that it meets the interest of the customers and plays a
positive impact on the customers purchasing behaviour along with their decision making and all
other vital impacts and deal with the significance of the packaging methods of interest.
Therefore, maintaining the efficiency in the product designing styles and methods would be
obvious in the case of the newly launched items to deal with the current scenario.
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Appendices
Appendix 1: Dissertation Checklist
Full and final dissertation submission checklist
Documents required
Included Y/N
Front Cover Sheet – Boxes fully completed i.e. Name, ID, Word Count etc.
Y
Completed Checklist
Y
Statement of Authenticity
Y
Abstract
Y
Acknowledgements
Y
Table of Contents
Y
List of Graphs, Illustrations, Tables etc
Y
Appendix 1 – Learning Statement
Y
Appendix 2 – Ethical Approval Confirmation Email - automated email – see example below on Page 13
Y
Appendix 3 – Supervisory Record Forms – MINIMUM OF 3 FOR DISSERTATION
Y
Appendix 4 – Research Proposal
Y
Appendix 5 – Questionnaire template – if used
Y
Appendix 6 – Interview questions – if used
-
-
Appendix 7 – Primary Data Collection Sheet - Example of Page 17
Y
Appendix 2: Learning Statement Leeds Beckett University, Leeds Business School, Postgraduate Dissertation
LEARNING STATEMENT
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Name: Course:
1.
Approach to the research (incl. ethical emphasis) (approx. 300 words)
Product packaging in the current environment is crucial since it allows business to not only
become sustainable but also attract potent customers. Business sustainability can be defined
as the management process to which considers the three different characteristics such as
social, environment and economic (Mahajan and Bose, 2018). On the basis of my topic, the
impact of the product packaging on buying behavior, I have come to know that reducing
plastic packaging creates a positive impact on the environment. After the completion of this
research paper, I have gained the knowledge that the main issue with product packaging for
business companies lies in the domain of environmental sustainability. This can be justified
by over-viewing the statistical information that has been inculcated in the study. For
example, I have analyzed that 1.9 million tons of waste materials are generated from the
product packaging. From this research paper, I have come to know that product packaging
is an environmental safeguarding procedure. I have come to know that the process helps to
maintain the product quality, enhancing the safety and security, with the aim to intensify
product satisfaction of retail consumers. After conducting the research paper, I learnt that
reputed brands such as ASDA have adopted sustainable initiatives namely “Use less and
recycle more”
to maintain brand competitiveness. In addition, I have assessed that product
packaging intensifies ecology by navigating customer’s intention to buy products by
fulfilling their objectives depending on the elevation of product packaging quality. After
that, I have come to know that the sustainable products are uniquely designed and are made
of eco-friendly products along with a colorful packaging outlook. 2.
Achieved learning (approx. 300 words)
Since the research paper has been conducted along with my peers, there upon, I have been
able to analyze my own strengths and weaknesses in a precise manner. For instance, I have
found that I have good communication skills, as I was able to convey my message not only
to my fellow mates but also to my professors. A good communication skill helps to mitigate
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mistrusts, incompetency amongst the co-workers (Puscas et al.
2021). While conducting the
research paper I have to provide my own thoughts based on the given topics. I have gained
some knowledge about the industrial perspective, which can be crucial for my future
professional career. I have also built up a good rapport with my co-workers, which has
enhanced my adaptability skills. I feel that I have effective empathic skills since I was able
to respect the opinions given by my co-workers even if they were irrelevant for the current
study. This is because I was able to respectfully demonstrate to them the reason for not
including their ideas for the current work. At first, I was not able to focus on the topic, which has hampered my time-management
skill. Time management is a necessary skill that a student needs to inculcate in order to
develop their personality and handle the dynamics of the professional world (
Sainz et al.
2019)
. Inability to understand the topic fully, it has taken more time to complete the overall
time. In addition, while handling the research work, I have found that I have low
confidence within my personality. I have noticed that I was unable to deliver my knowledge
in the first place because of a lack of confidence. 3.
Views and feelings towards the Dissertatio
n (approx. 300 words)
The evaluation of this research paper has allowed me to address notable instances and
habits of a loyal customer. I have come to the opinion that product packaging poses a first
impression on the customers and thus is a significant factor that retail sectors need to
identify. I have analyzed from the study that the decision-making process of a customer has
the potential to affect the brand sustainability of business sectors. From the literature review
section, I have evaluated that the buying patterns of a customer in the food sector is
dependent on the factor of environmental sustainability. They tend to purchase products
from the companies that focus on adopting green technologies and procedures to reduce any
negative environmental circumstance.
While doing the research paper I have evaluated that I cannot take criticism in a positive
way. Since the topic was based on assessing the relationship between product packaging
with customer buying behaviour therefore, I did not include any information about business
sustainability in the initial stage. Therefore, after reviewing our paper, my professor
instructed me to include the significance of adopting business sustainability measures.
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However, since my professor criticized me and pinpointed my deficiency in front of my
classmates, I felt a bit insulted, which might be a good sign for my future development. I
have found that creativity has been a great strength within my personality. This is because I
have tried to input various statistical data and graphs along with conceptual images to
deliver a better comprehension to the readers. Creativity promotes the students to develop
their learning process and to get success in their workplace (
Snyder
et al. 2019
). Thus, this
aspect has helped me to prepare a research paper that would be of utmost significance.
4.
Practical and/or ethical issues/problems encountered and how resolved
(approx. 300 words)
Based on the above research paper it can be analysed that the sustainable product packaging
procedure aims to maintain environmental standards. It can be noted that the product
quality must be enhanced to elevate the customer’s satisfaction. I have analysed that in a
food retail company, the quality of the food products and its delivery to the right person is
mandatory. I also examined an important issue that restricts sustainability procedure within
the mentioned sector involves competition between the food retail companies. I am of the
opinion that the product packaging can be made attractive to the customers, by providing
colourful images, prints, font styles. Time management issue has also been faced by me
while doing this research as due to the poor time panning, adequate number of secondary
sources could not be used by the researcher. This issue has been resolved with the help of
proper time planning for conducting all the research chapters in several sections. Making
divisions of each section has helped to complete the research work within the stipulated
timetable. During this research, I have faced several issues due to lack of time management skills. I
have come to know that time management is essential for the successful completion of the
project as it provides support to achieve the goal faster. However, due to lack of time
management skill this time my team had faced stress issues during the implementation of
the research plan. Thus, I have decided to develop these skills such that I could improve my
confidence as well as improve career opportunities. I also suggested my co-worker develop
time management skills so that they could prioritize their work to complete the project on
time. Another important skill that I have found crucial is self-management. In a dynamic
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workplace, it is very much important to manage self-efficacy so that performance as well as
productivity could be improved. This in turn will not only increase the chances of
employability but also provide accurate control over the right career path. Other than these
two limitations, I have found another skill much important in the retail industry is
multitasking skills. In retail industry, differentiation activities associated with the sales of a
specific product. As I have researched this work, I feel that being a part of a retail industry,
an employee is required to deal with the multiple needs of the different customers. Thus, it
is important to be attentive enough while listening to the requirements of the different
products. On the other hand, multitasking enhances the ability of an individual to manage
multiple work responsibilities at a time. This not only improves the efficacy of an
individual but also enhances the efficiency to complete the job responsibility on time. Thus,
I have included these factors in my action plan strategy so that whenever I will work on the
next project, I can better manage my team as well as myself. From the research analysis, I have realized that I have good communication skills, through
which I can share my perceptions to my co-worker and professors. Through effective and
transparent communication process, I can reduce mistrust and conflicts within my team. I
have also analysed that I can build a good rapport with the co-workers. While doing this
work, I have assessed that I lack time-management skills as a result of which my work
quality gets hampered. 5.
Reasoned perception of present and future value of the Dissertation (approx. 300 words)
In the above research, it can be concluded that sustainable product packaging is a process
which includes three aspects namely environment, economic and social. It can be
summarized that product packaging is crucial for engaging more customers within business
practices. However, in the modern competitive world, companies tend to not consider the
sustainability factor within its functioning. I have also been able to recognize the strengths
and weaknesses of my own personality. I have come to the conclusion that I have the ability
to empathize my co-workers. I possess good communication skills, through which I am able
to convey my thoughts to my co-workers. In addition, it is equally important to maintain
product quality such that customer satisfaction can be achieved. I have also come to know
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that I lack confidence as a result of which I am not able to portray my ideas at the right
time. In addition, I feel that I need to tackle and handle constructive criticism which would
help me to improve further in my work life.
SMART Action Plan has been made for academic and professional growth. Action plan objective: To develop my research skills for making good research and use proper information for meeting the research objectives Specific
This objective is specific for developing my research skills that will help me to become a
good researcher in the future. Measurable This action plan will be measurable with my growth of observation and analytical skill through which I could identify the right sources for making research. Attainable This action plan will be attainable with the help of making small research with proper planning and following the guidelines. Realistic
This objective is realistic as it delivers quality research including proper information. Time-bound 6-8 months will be required for making the action plan successful to become a good researcher. SMART action plan for professional area for improving the research making capabilities of the dissertation Action plan objective: To develop my communication and interaction skill Specific
This objective is specific as it defines the development of my communication with my peers for better teamwork Measurable This objective for the action plan is measurable as it helps in gaining future opportunities for career development Attainable This objective is attainable as it improves teamwork with better communication through which any problems could be resolved Realistic
This action plan objective seems to be realistic as it helps to develop communication between the employees and management. It improves the level of creativity and decision-making approaches so that quality work could be delivered in the professional field. Time-bound In order to make the action plan successful, 4-5 months will be required so that better
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communication skills could be achieved for the future career development. Applying all these Action plans will help me to improve my knowledge on the FMCG
industrial growth with the help of good packaging system. I have also addressed some
recommended strategies for better communication and managerial decision to improve the
product packaging system for customer satisfaction. Appendix 3: Ethics Approval Email
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Appendix 4: Statement of Originality and Authenticity
LEEDS BUSINESS SCHOOL
Postgraduate Scheme:
Programme/Course: Msc management
Statement of Originality and Authenticity
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This dissertation is an original and authentic piece of work by me. I have fully acknowledged and referenced all
material incorporated form secondary sources. It has not, in whole or part, been presented elsewhere for
assessment
I have read the Examination Regulations and I am aware of the potential consequences of any breach of them.
Signature:
Name:
Date:
Appendix 5: Supervision meeting record form
Supervision Matters – Students are expected to share draft work with their supervisor
Proposal
– a minimum of 2 draft proposals must be shared with the supervisor for feedback prior to the submission
deadline.
Dissertation Chapters
– a minimum of 2 draft chapters must be shared with the supervisor for feedback prior to the submission deadline. However, agreement must be reached with individual supervisor to confirm if further chapters will be reviewed.
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Date and time of meeting:29
th
March, 1:00 PM
Meeting No: 1 Mode of Meeting:
Email
Student:
Supervisor:
Matters discussed.
If dissertation chapter - has a draft chapter been shared with the supervisor – Y
Summary of discussion.
Referencing style is not proper
There is too many Grammatical error in this draft
Agreed action points.
Referencing style will be corrected and file will be proofread before submitting the next draft Signatures
Supervisor
Name:
Signature:
Date:
Supervisee
Name:
Signature:
Date:
Appendix 6: Research Proposal submission cover sheet
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POSTGRADUATE DISSERTATION
MODULE
Research Proposal
Impact of Product Packaging on buying
behaviour of customer: A case study of UK retail
study
Student ID:
C7263908
Name:
Hemangkumar Bhatt
Course:
Msc.Management
Supervisor:
Mr.Razaq Raj
Word Count:
2276
Date submitted:
16/12/2021
Appendix 7: Dissertation submission cover sheet
POSTGRADUATE DISSERTATION MODULE
Dissertation
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IMPACT OF PRODUCT PACKAGING ON BUYING
BEHAVIOUR OF CUSTOMER: A CASE STUDY OF UK FMCG
RETAIL STUDY
Student ID:
C7263908
Name:
Hemangkumar Bhatt
Course:
Msc.Management
Supervisor:
Mr.Razaq Raj
Word Count:
15, 762
Date submitted:
Appendix 8: Details of all primary data collected
Name: Hemangkumar Bhatt
ID: C7263908
Course: Msc Management
Supervisor: Mr. Razaq Raj
All the methods and modes employed within your dissertation study must be listed here, completing each criteria (examples are provided for clarification).
Mixed Method
Method
Mode & Platform
Date
Collected
Participants
(as per
ethics form)
How
accessed?
Sample
size and
Response
Rate
File
format
available
in.
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Survey
Online, https://www.onlinesurveys.ac.uk
/
30
th
April 2022
Customers in FMCG industry
Through close friends and
family members
Sent to 55,
RR 38
PDF
Appendix 9: Survey Questions
1.
What is your Gender?
-
Male -
Female
-
Other
-
Prefer not to say
2.
How frequently do you purchase items from retailers?
-
Very frequently
-
Rarely
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-
Sometimes
-
Never
3.
Have you ever purchased something because of its appealing packaging?
-
Yes
-
No
4.
Which factor do you consider while purchasing something from a retail store?
-
Price of the product
-
Ingredients
-
Packaging
-
Quality
-
All of them
5.
Does packaging affect your buying decision?
-
Yes
-
No
-
Sometimes
6.
Which packaging elements are most important, when you are deciding on what product or service you will buy?
-
Colour
-
Quality
-
Image
-
Information available
7.
“Ordinary packaging is a huge turn off while shopping from retail stores” Do you agree with the above statement?
-
Strongly agree
-
Disagree
-
Neither agree, nor disagree
-
Strongly disagree
8.
While shopping in a retail store, there are two products of different brand. First product is
of low price with bad packaging. On the other hand, second product is slightly expensive with good packaging
Which product would you buy?
-
First product because packaging does not matter
-
Second product because good packaging is extremely important
9.
According to you, which brand is best in terms of packaging?
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10. How frequently do you purchase products of that brand?
-
Very Frequently
-
Sometimes
-
Never
11. Do you identify a particular brand by its packaging?
-
Yes
-
No -
Sometimes
1. How frequently do you purchase items from FMCG stores?
Number of response
Total number of respondents
Very frequently
12
38
rarely
8
38
sometimes
15
38
never
3
38
2. Have you ever purchased something because of its appealing packaging?
Number of response
Total number of respondents
yes
20
38
no
18
38
3. which factors due to consider while purchasing items from FMCG stores?
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Number of response
Total number of respondents
Product price
9
38
ingredients
4
38
packaging
12
38
quality
9
38
All of them
9
38
-
4. does packaging affect your buying decision?
Number of response
Total number of respondents
YES
10
38
NO
16
38
SOMETIMES
11
38
-
5. Which elements are most important for determining the buying of products?
Number of response
Total number of respondents
colour
5
38
quality
21
38
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image
9
38
Information available
16
38
-
6. ordinary packaging is a huge turn off while buying from FMCG stores?
Number of response
Total number of respondents
Strongly Agreed
17
38
Strongly disagree
5
Neutral
7
38
Disagreed
9
38
-
7. Which product would you buy?
Number of response
Total number of respondents
First product because packaging does not matter
20
38
Second product because good packaging matters
17
38
-
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8. Which brand is best in terms of packaging?
Number of response
Total number of respondents
amazon
14
38
aldi
5
38
tesco
10
38
M&s food
12
38
10. How frequently do you purchase products of that brand?
Number of response
Total number of respondents
Very frequently
12
38
Sometimes
22
38
never
4
38
12. Do you identify a particular brand by its packaging
Number of response
Total number of respondents
yes
20
38
no
6
38
sometimes
12
38
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Appendix 10: Link of the survey
https://hemang.onlinesurveys.ac.uk/impact-of-product-packaging-on-buying-behaviour-of-
custome
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Appendix 11: Screenshots of Survey results
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