Impact Of Packaging Elements On Buying Behavior Of Consumers

Project Objective

The report will discuss in detail about the overall impact of elements in packaging on the buying behavior of consumers. The level of motivation to carry the study is based on packaging of dairy products impact the purchase decision of the consumers. Packaging has transformed over the years and has also changes the traditional way of saving the product to interact with a finished message associated with the product (Lempert et al., 2016). To get the whole attention on varied retail stores and provide high level of convenience for the customer to utilize the product. Therefore, it important for the companies these days to know the impact of packaging on the purchase decision of consumers. In addition, to know the influence of the packaging on customer decisions the study will be carried in the report to understand the association between packaging elements and buying behavior of consumers (Wang et al., 2016). The packaging elements were further divided into visual as well as verbal elements.

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The objective of the report is to clearly know the impact of packaging in dairy products on the taste and overall purchase decision of consumers.

Packaging is very crucial for the recognition of brand along with a crucial factor in developing a positive association with brand (Martins et al., 2016).  In a competitive set up, the process of packaging can be taken as a tool that can be used as an effective way to accomplish marketing goals and it meets the desires of customers via its aesthetics components which consist of package size, shape, text, material as well as graphics. In addition, it is a functional element also and these elements of product strategy has also become more crucial that when one can see it through minute difference in the brand, the creative packaging may help in contributing in competitive advantages. (Ashurst, 2016)

There are visual based components and verbal elements in packaging that impacts the emotions of customers.  Visual elements of packaging impact the emotion of the customer in the manner they can transmit the data (Barrclough et al., 2017). The presence of these elements is considered when the customers are not willing to make any effort to search for the product or the products are of low involvement.

Consumption or level of usage of the product rises when the packaging is completely redesigned in large size. The packaging also depends on the features of the Product And The Target Market. Large package size also conveys that to have better quality and rise in impulse level consumption (Evans et al., 2016).  Research by authors on customer needs related to packaging also shows that any modification in the size of household in effect, impacts the product size. In fact, different package size is a way to extend the product into new markets. There is another study on packaging size which shows that small size must be considered by customers of small family and the large size of packaging based interaction can be the wastage.

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Project Scope

The graphics on packaging plays an important role in making the brand unique and preserve it’s individually and helps in focusing on name of brand and it must also stand out in the store. The graphic also helps in adding value in the overall physical appearance of the brand and enhances its overall aesthetics quality. (Yamjala et al., 2016) In addition, in many cases, graphics can create a positive attitude as well as also match and satisfy the hidden desires of the customers. A crucial role of packaging graphics is that one can gain attention of the consumers. Graphics also helps the customers in finding the right brand as well as choices by cutting down the complete clutter at varied retail stores and if people do not have any preference in storage in case of the brand then the graphics must gain the attention to consider a specific product for testing.

Color is also an important element of visual part in packaging to the level that some designers are of opinion that customers can possess vocabulary based on color because of which it is expected in a specific kind of color for a kind of products. Color also helps in bringing a point of differentiation for a brand and the brand can also have some doze of color with ownership with other brand cannot repeat or it even become challenging for them to have a similar look. Color plays an important role in visual design of packaging and the data and overall meaning it can convey must be consistent by nature and it is important to understand what other program in marketing are conveying (GUarnieri et al., 2016). Color based perception may change across different cultures and most religions are also believed to have a certain kind of sacred color for it. consumers also have color based memory which people can related to specific kind of brand in which they can also recall a specific color that people associate with a specific brand (Sirocchi et al, 2016). Moreover, transforming the demographics as well as trends can also change the preferences of customers.

As per the investigation done on the shape of packaging by researchers claims that consumer is feeling about the packaging which can be transferred into how customer feel about the product and innovative packaging can also shape the overall clutter in current retail setup and this kind of packaging can further create an iconic image for brands through different sizes and shapes. Research on the design features of packaging also shows that the beautiful packaging can further increase the overall appetite of customers and motivate them to eat the food and buy the product. (Maes et al, 2017)

  1. How packaging of dairy products can impact the overall taste and purchase decision of the consumers?
  1. How packaging increases the cost of product?
  2. Is there any negative impact of packaging on purchase decisions of customers?

Literature Review

Qualitative research is a collection and evaluating the primary level of non-numerical operations and it does not mean that one cannot apply a structured approach for the overall research efforts. Following are some important steps:

Decide research questions: there are number of focused questions that become the heart of many actionable qualitative researches. In addition, they are important role in models like Lean UX thinking. (Moultrie et al., 2016) It is also important to understand that users are not utilizing the mobile based app since the overall usability along with security issues is present or not. It is also important to ask that whether users take right decisions about the process of investment or not. (Yamjala et al., 2016)

While getting information from the user’s despite of internal discussion is an important initial step. With right kind of research questions, it is important to establish what in the study.

Data collection in this research must be based on assumption of the role of the present unobtrusive kind of observers and have little influence on settings. Qualitative research is often used in a synonymous manner with sometimes small samples and sometimes with large sample size. The sample size taken in the report will be fifty participants.

The research already done before with this method of study says that the textual as well as pictorial components of packaging exhibits the textual component of packaging. The impact also shows that not only attractive graphics but the right placement of pictures and text based components of packaging is also crucial to get noticed by the customers (Cristea et al., 2017).

In another qualitative study, claims that many of the customers are of belief that the shape of the packaging can relate to easy in use as well as carry of the product. A study on packaging also shows that design can illustrate that the first time of truth based on aesthetic features of packaging can be liked by the customer and one can perceive it as attractiveness and nice. At the same time, the second moment of truth as well as after purchase in packaging can satisfy or dissatisfy the customers.

Following is the detailed discussion of the steps:

Defining and locating issues: the step aims on uncovering the basic nature as well as all the boundaries of a situation related to marketing strategy or execution (Karas et al., 2016). While defining the challenge, the researcher must consider the motive of the study as well as important background data and kind of information required and how it can be used as a part of decision making.


Designing the research project: the step is aimed on creating a research plan on how people are going to deal with the issues or identify issues (Lempert et al., 2016). A plan in research or the approach is a framework to conduct the marketing research project. The detail covers the process which is important for getting the needed information and the purpose is to design the study to test the hypotheses and decide possible solutions of the research questions.

Collection of data: the steps surrounds around getting the information that one will need to solve the challenge which is recognized. The process data collection consists of a field based forced or staff that can function either in the field or also in case of personal level interviews and form various way of communication.

The fact that the research has accomplished the set aim, there are some limitations as well. There is time limit; the research can only be conducted on small size of samples (Fang et al., 2017). Therefore, to generalize the outcomes for large group, the study must have a larger group at different kind of levels. Secondly the researchers are overloaded with all the research and work and it can impact the outcome.


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



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