1. The Role of Packaging in the Sale of FMCG Products
Submitted by: Aamir Anees Munshi
Roll No.: 46
TYBMS Semester V
Project Guide: Ms. Laju Sharma

2. Statement of the Problem
This study will primarily investigate consumer behaviour towards packaging of FMCG products.

3. Objectives of the Study
1. To find out if Packaging influences a consumer to shift from one brand to another 2. To find out what factors comprise of a good package 3. To find out which aesthetic factor attracts the consumer towards the purchase of an FMCG product 4. To find out whether the reusability of a package influences a consumer to buy an FMCG product 5. To find out the most preferred packaging material a consumer would opt for 6. To find out the attitude of consumer towards changes in packaging of preserved foods 7. To find out the impact of an 'eco-friendly' package on the consumer

4. Hypothesis for the Study
Packaging does not influence a consumer to shift from one brand to another
The consumer considers 'convenience' as the only factor which describes a good package
'Color, texture and contrast' is not an important aesthetic factor that attracts consumers towards the purchase of an FMCG product
The reusable value of a package does not influence the purchase of an FMCG product
Plastic is the most preferred packaging material in the 21st century
Consumers will prefer innovative packaging each time in case of preserved products
Consumers are not willing to pay more for eco-friendly products

5. Research Methodology – Methods & Tools
Research Methods:
Primary Research
Secondary Research
Data Collection Methods:
Quantitative Data – Surveys
Qualitative Data Collection

6. Sampling

7. Limitations of the Study
1. The paucity of time and resources was the major constraint.
2. The sample size was limited.
3. The sample was taken from the population residing in Mumbai only. Thus the results are not applicable to the whole of India.
4. Non co-operation of some respondents has also affected the research results.
5. Being an opinion survey, a lot of subjectivity is involved in the study.
6. The possibility of respondents being biased cannot be ruled out.
7. The limited knowledge of the respondents regarding the topic may hamper the true conclusion of the study.

8. Jo Dikhta Hain Woh Hi Bikta Hain
Show your products to customers
Communicating Ideal Presentation Standards
Visual Merchandising

9. Introduction to Packaging
Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use.
Packaging also refers to the process of design, evaluation, and production of packages.

10. Distribution-Related Packaging Considerations
LABELING
Opening
Size
Durability

11. Overview of Packaging Industry
Annual turnover of Indian packaging industry will touch $ 32 billion by 2025 from the present $ 24.6 billion
In the world scenario, the total turnover of packaging industry is about $ 550 billion where Indian share is about $ 24.6 billion per annum
The annual growth rate of this sector is about 15% per annum

12. Packaging Types Paper and Carton Packaging Film Packaging
Foam Packaging
Textile Packaging
Plastic Boxes and Containers
Packaging Systems
Other Types – Polypropylene, Polyethylene

13. Functions of Packaging
Protection Function
Sales Function
Promotion Function
Service Function
Guarantee Function

14. Packaging and Marketing
Is it new and innovative?
Is it fulfilling a need?
Is it easy to use and convenient?
Is it a good value?
Does it make the consumer happy?
Does it inspire consumer trust and loyalty?
Is it safe and secure?
Does it compel you to want to know more?
How does your product stack up in solving a consumer want or need?
Would your package make someone desire to take a closer look?

15. Packaging and Marketing
Packaging & Marketing
Sales
Branding
Slogans
Packaging
Packaging Tools
Company Image
Brand Identity & Differentiation

16. Waste Management of Materials used in Packaging

17. Overview of FMCG Industry

18. Marketing Strategies adopted by FMCG
STRENGTHS
- Low operational costs
- Presence of established distribution networks in both urban and rural areas
- Presence of well-known brands in FMCG sector
WEAKNESSES
- Lower scope of investing in technology and achieving economies of scale, especially in small sectors
- Low exports levels
OPPORTUNITIES
- Untapped rural market
- Rising income levels
- Large domestic market
- Export potential
- High consumer goods spending
THREATS
- Removal of import restrictions resulting in replacing of domestic brands
- Slowdown in rural demand
SWOT

19. Factors influencing Packaging Decisions
VISIBILITY
PROTECTION
ADDED VALUE
DISTRIBUTOR ACCEPTANCE
COST
EXPENSIVE TO CREATE
LONG TERM DECISION
ENVIRONMENTAL OR LEGAL ISSUES

20. RESEARCH FINDINGS AND ANALYSIS OF DATA

31. Recommendations
Product packaging is valuable for brand equity, product differentiation, market segmentation, new product introduction, pricing, promotion etc
People identify a brand through its packaging
Customer prefers a package which has a reusable value
The ‘eco-friendly’ label has an immense value and must be highlighted while promoting the product in the market

32. Conclusion Packaging is rightly called an art
Packaging is a tool to form good relationship between Retailers and Food Manufacturers

33. Bibliography
Rita Kuvykaite, Aiste Dovaliene, Laura Navickiene "Impact Of Package Elements On Consumer's Purchase Decision" Journal Of Economics And Management 2009.
Pinya Silayoi, Mark Speece "Packaging And Purchase Decision" Journal Of British Food 2004.
Robert L Underwood, Noreen M Klien, Raymond R Burke "Packaging Communication: Attentional Effects Of Product Imagery" Journal Of Product And Brand Management 2001.
Olga Ampuero, Natalia Vila "Consumer Perceptions Of Product Packaging" Journal Of Consumer Marketing 2006.

34. ANNEXURE – SURVEY