Parikalpana - KIIT Journal of Management 27

Impact of Packaging on Consumers’ Buying Behaviour:

A Case Study of Mother Dairy, Kolkata

Bidyut Kumar Ghosh

Chinsurah, Hooghly (WB),
bidyutbwn@[Link]

ABSTRACT
This study seeks to examine the impact and role of product packaging on the buying
behaviour of consumers for the dairy of products of government owned Mother Dairy.
It has been observed that packaging elements such as color, background image,
wrapper design and innovative ideas, have significant impact on consumers’ buying
behaviour. The study also makes the conclusion that the visual appeal is more
important than the qualitative aspect of packaging in the study area. In the case of
Mother Dairy, the quality of materials used in packaging and the information printed
on packaging of the products, do not have any significant bearings on the consumers.
Keyword: Packaging, consumer behaviour, sales promotion.

Introduction
In the fiercely competitive market, 2013). Givee (Givee, 2011) have
aesthetic elements of packaging have established that an appealing and
occupied an important and unique successful packaging design with relevant
position in delivering the product/service design, pictures and decorations is more
to the end users. It has become important successful in attracting consumers.
tool of differencing the product/service However, an obvious question arises that
from the similar kinds of products/ does this phenomenon applies to all
services available in the market (Wells, categories of product and services, viz.
2007). Rundh (Rundh, 2005) has clearly daily necessities, luxuries commodities,
observed that the packaging attracts cosmetics products, food items etc.
consumers’ attention to particular brand, Moreover, though there is abundance of
packaging enhances the product image literature on this particular issue in general,
and influences consumers’ perception there is dearth of quality literature on the
about the product or service. The issue of role of packaging particularly in
appearance of the package is believed the dairy products on the consumers’
to have a strong impact on influencing purchasing decisions. Under this
consumers’ purchase decision than backdrop, this paper tries to examine the
advertising (Mutsikiwa and Marumbwa, following specific objectives:
28 Parikalpana - KIIT Journal of Management

i. to determine the effect of package 2004), works as a tool for differentiation,

colour on consumers’ purchase i.e. helps consumers to choose the product
decision; from wide range of similar products and
ii. to examine the effect of background thus, stimulates customers buying
image used in packaging on consumers’ behaviour.
purchase decision; Garber (L.L. Garber, 2000) has
iii. to examine the impact of packaging observed that though the package design
materials on the consumers’ purchase is an integrated element of the promotional
decision; mix, it is also an important carrier of brand
equity in the store.
iv. to examine the influence of products
package typography on consumers’ Packaging communicates brand
purchase decision; and personality through many elements,
v. to examine the impact of information including a combination of brand logo,
printed on the packaging on colours, fonts, package materials,
consumers’ purchase decision. pictorials, product descriptions, shapes
and other elements that provide rich brand
The present study is planned into five associations (Underwood, 2003). A study
sections. The After the introduction in performed by CM Research (cited in
section I, section II deals with the literature Gautier, 1996, p.37) demonstrated that
survey of the research problem. Data and consumers ‘did not consciously believe
methodological aspects of the study are they were purchasing products because of
outlined in section III. Section IV consists the packaging alone… There are strong
of results and discussion of the study, while indicators, however, of the subconscious
the final section V summarises the
influence of the packaging on the
conclusion and policy prescription
purchasing processes.
emanating from the overall analysis.
While some research was conducted
REVIEW OF LITERATURE
by Wisenblitz (Wisenblitz, 1999) on
There are numerous literatures colour choices with packaging in fast
available on this particular issue of impact moving consumer goods, they also
of packaging on consumer purchase highlighted the need for more research
decisions. (Kuvykaite, 2001), into colour as a stimulus when they stated
(Underwood, 2001), (Speece, 2007), that ‘colour research in the field of
(Wells, 2007), (Marumbwa, 2013), marketing still appears to be in its infancy’
(Givee, 2011) to name a few of them. (p. 86). Underwood (R.L. Underwood,
(R.L. Underwood, 2001), (Speece, 2007) 2001) highlighted the importance of both
have clearly established that packaging has colour and packaging as a brand
great impact on product marketing as communication vehicle.
 Impact of Packaging on Consumers’ Buying Behaviour.... 29

The focus of colour as a stimulus is The main theoretical framework of this

related to its ability to aid companies who study focuses on the finding of relationship
are looking for ways to improve their sales between dependent variable (consumer’s
and obtain a dominant market share decision about buying the dairy products)
(Kotler, et al. 1998). While some colours and independent variables (different
have the ability to make goods stand out elements of packaging such as packaging
from their competitors among the clutter colour, background image etc.). It is
of the goods and promotional material at hypothesised that consumer’s purchasing
the point of purchase (Heath, 1997, and decision of dairy products is a function of
Key, 2000) other colours do not have this the different packaging elements. These set
effect (Key, 2000). of packaging elements either jointly or
DATA AND METHODOLOGY individually may influence the consumer’s
purchase [Link], the following
The present study is purely based on theoretical framework is sought for.
the primary data collected through the  packaging colour, 
background image used in packaging,
structured questionnaire from the  
 quality of packaging materials, 
respondents. In total 150 filled Consumers' buying behaviour =


font style & size in packaging, 
 
questionnaires were collected from the 
wrapper desing ,

 packaging information 
districts of Howrah, Hooghly and The associations between the
Burdwan of the state of West Bengal dependent variable and independent
during the months of June-July, 2015. variable have been analysed individually
However, after scrutiny of the data, 18 with the applications of Chi-square test.
filled questionnaires were not included in Accordingly, the following set of
the final study and thus, total number of hypotheses have been framed keeping in
observations reduces to 132. mind the objectives of the study.
30 Parikalpana - KIIT Journal of Management

For the entire hypothesis, the that 69 percent of the respondents were
dependent variable is the consumer’s male, while 31 percent were female. The
purchasing behaviour. The dependent age distribution shows that only 2 percent
variables are the different elements of of the surveyed population belongs to the
packaging viz. Packaging colour, age group of below 18 years, 37 percent
background image used in packaging, belongs to the age group of 19-35 years,
quality of packaging materials etc. Each 31 percent belongs to the age group 36-
of above mentioned dependent variables 50 years, 18 percent belongs to the age
was measured by using the 5 points group of 51-65 years while the age group
itemized rating type scale ranging from (1) 66 years and above captures the remaining
strongly disagree to (5) strongly agree 12 percent of the sample observations.
[Likert’s Scale]. With respect to occupational standard of
the respondents, 43 percent of total
RESULTS AND DISCUSSION
respondents were service holders, 27
Demographic Characteristics of the percent were business and the remaining
Respondents: The sex distribution shows 30 percent were from others occupation
 Impact of Packaging on Consumers’ Buying Behaviour.... 31

(students, housewife, etc.). As far as the T-test for Testing the Perception of
income levels of the respondents are Packaging in Mother Dairy’s Products:
concerned, it has observed that 44 percent Firstly, an attempt has been made to
belongs to lowest income category (Less assess the customer perception about the
than Rs. 10000 per month). Each of the packaging of products of Mother Dairy,
income categories, Rs. 10000-20000 and Kolkata. For this, the respondents have
Rs. 20000-30000, constitutes 20 percent been asked to rate the different products
of the surveyed population while the of Mother Dairy on a 5-point Likert scale.
highest income category (income more The greater the value of the rating, the more
than Rs. 30000) constitutes 16 percent of is the satisfaction level. Now on a 5-point
the surveyed population. Likert scale, the median value is 3. So, if a
particular consumer rates his satisfaction
Again if we look at the consumption
level 3 or more, it implies that he is satisfied
frequency of the surveyed population, it
with the packaging of Mother Dairy’s
has been observed that 72 percent of them
products. The following table shows the
are daily consumers, 8 percent of them
mean satisfaction levels of different
consumer milk on alternative day. Another aspects of packaging in Mother Dairy.
14 percent of the population is weekly
It is evident from the results that
consumers of milk and the rest 6 percent
customers of Mother Dairy is, in general,
consume milk for other purposes.
satisfied in packaging colour,
Reliability checking of the analysis: ‘background image’ of packaging, quality
Any empirical research work should of packaging materials, wrapper design,
qualify the reliability analysis for checking printed information, packaging
of the internal consistency of the innovation. However, they are not
questionnaire and reliability of the primary satisfied with the typographic style of
data. As such the Cronbah alpha statistic packaging as the calculated t-value is
is found to be 0.57 which is quite much higher than the critical t-value and
acceptable. the corresponding p-value is smaller than
the level of significance (0.05).
Table 1: Tests for the perception of Packaging Mother Dairy’s products
Packaging elements Mean t-value df Sig. level
(p-value)
Packaging colour 3.01 2.61 131 0.000
Background image 3.09 1.007 131 0.158
Packaging materials 4.01 10.64 131 0.000
Typographic 2.92 0.928 131 0.822
Wrapper design 3.40 4.178 131 0.000
Printed information 3.84 9.494 131 0.000
Packaging innovation 3.26 2.736 131 0.000
Source: Authors’ calculation based on primary data.
32 Parikalpana - KIIT Journal of Management

Chi-square test for testing the associa- tion to see the degree of association be-
tion between Consumer buying behaviour tween consumer buying behaviour and
and packaging elements: Having examined packaging elements of products of Mother
the customers’ demographic profiles and Dairy, Kolkata. For this purpose, we have
their perception about the different aspects used Chi-square test of association. The
of product packaging, we are in a posi- results are shown in table 2.

Table 2: Chi-square test of association between packaging elements

and consumers’ buying behaviour.
Variables examined for 2- Critical value Remarks
association test statistic of  2

Packaging colour and 44.34 (16) 26.29 Null hypothesis is rejected and there is
buying behaviour association
background image and 28.76 (16) 26.29 Null hypothesis is rejected and there is
buying behaviour association
Packaging materials and 17.59 (16) 26.29 Null hypothesis is accepted and there is
buying behaviour association
Font style and buying 14.97 (16) 26.29 Null hypothesis is accepted and there is
behaviour association
Wrapper design and 26.29 (12) 21.09 Null hypothesis is rejected and there is
buying behaviour association
Printed information and 17.82 (16) 26.29 Null hypothesis is accepted and there is
buying behaviour association
Packaging innovation and 56.77 (16) 26.29 Null hypothesis is rejected and there is
buying behaviour association
Source: Authors’ calculation based on survey data.

The above results show that the After finding the association between
independent variable such as packaging the dependent variable (consumer buying
colour, background image, wrapper design
behaviour) and the set of independent
and packaging innovation have proper
association with the dependent variable variable, we go for Carl Pearson’s co-
(i.e., consumer buying behaviour). relation test in order to find out to what
However, no association has been found extent and strength of association between
in cases of packaging materials, font style the independent variables and the
and printed information in marketing of dependent variable in dairy product
dairy products. Therefore, it is evident that packaging. The results of the co-relation
if the elements of packaging are improved
analysis is shown in the table below.
then the sales of the dairy products may
improve to a certain extent.
 Impact of Packaging on Consumers’ Buying Behaviour.... 33

Table 2: Co-relation between Consumers’ buying behaviour and

Elements of packaging

Dependent Independent variable Co-relation t-statistic

variable Coefficients
Buying behaviour Packaging colour 0.42 4.33
background image 0.35 4.26
Packaging materials 0.11 1.22
Font size 0.07 0.83
Wrapper design 0.38 4.66
Printed Information 0.02 0.26
Packaging innovation 0.01 0.15
Source: Authors’ calculation based on survey data.

It is evident from the above results clear that the overall perception of the
that packaging colour, background image consumers about the different elements of
and wrapper design of dairy product have packaging of Mother Dairy’s products is
moderate and significant association with satisfactory. A right choice of packaging
the consumer buying behaviour. However, color, background image, wrapper design,
the other dimensions of packaging such innovative ideas when imparted to a
as materials used in packaging, font size, product’s packaging will create a happy
printed information, innovative ideas in feeling in consumers’ mind. All these
packaging etc., and the correlation packaging elements contribute an
coefficients were found to be very weak important effort to catch consumer’s
and as such there is no such effects on attention and interest. As far as the
consumer buying behaviour. Thus, both association between dairy product
the Chi-square association test and co- packaging and impact on consumers’
relation study produce the same results as buying behaviour is concerned, it is clear
far as packaging of dairy products is that visual appeal is more important than
concerned and its effects on consumers’ the qualitative aspect of packaging. This
buying behaviour. is implied from the significant association
between packaging colour, background
CONCLUSION AND SUGGESTIONS
image, wrapper design and innovation in
Thus, we find that packaging could packaging and the higher positive
be treated as one of the valuable marketing correlation among these elements of
weapons with respect to making proper packaging with consumers’ buying
communication between an organisation behaviour, whereas no significant
and its consumers. The study makes it association was observed between
34 Parikalpana - KIIT Journal of Management

consumers’ buying behaviour and quality Case of Locally Produced Dairy

of materials used in packaging, information Products in Southern Zimbabwe. IOSR
printed on packaging etc. and very weak Journal of Business and
or no correlation among them. The present Management, 8(5), 64-71.
study also indicates the lacuna of Mother R.L. Underwood, N. K. (2001).
Dairy in terms of packaging its products. Packaging Communication: Attentional
However, there are certain areas such as Effects of Product Imagery. Journal of
typographic factor in packaging, colour Product and Brand Management,
used in packaging, background image 10(7), 403-422.
where Mother Dairy should give more
attention to improve and thereby try to Rundh, B. (2005). The Multi-faceted
retain the existing consumers and attract Dimension of Packaging. British Food
new consumers. Journal, 107(9), 670-684.
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