Impact of Visual Elements of Packaging of Packaged Milk on … · packaging (r = -.046) and consumer buying behaviour. In packaging material, Tetrapak (r = .137) has a positive correlation

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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

COPY RIGHT © 2014 Institute of Interdisciplinary Business Research 118

MARCH 2014 VOL 5, NO 11

Impact of Visual Elements of Packaging of Packaged Milk

on Consumer Buying Behaviour

Muhammad Amir Adam

Assistant Professor

FAST School of Management Sciences

Kamran Ali

Undergraduate Student

FAST School of Management Sciences

Abstract

This research paper examines the impact of packaging elements on consumer buying

behaviour. The motivation for carrying out this study is to know how packaging elements

impact on consumers buying behaviour. In order to know the impact ofvisual elements

packaging on consumers the study was carried out to find the relationship between

packaging elements and consumer buying behaviour. Visual elements included packaging

colour, packaging design, packaging material, packaging size and packaging graphics. In

this study visual elements of packaging are independent variables and consumer buying

behaviour is the dependent variable. The findings of the research have revealed that there

is a positive correlation between packaging cap (r = .104), rectangular packaging design

(r = .062), and convenience in handling (r = .057) with consumer buying behaviour in

packaging design. However, there is a negative correlation between easy-to-tear pouch

packaging (r = -.046) and consumer buying behaviour. In packaging material, Tetrapak (r

= .137) has a positive correlation with consumer buying behavior, which is significant.

On the other hand, glass bottles (r = -.032) and plastic bottles (r = -.039) are negatively

correlated with consumer buying behavior. In packaging color brand recognition through

color (r = .020), association of green color with packaged milk (r = .019), association of

blue color with packaged milk (r = .011) and association of red color with packaged milk

(r = .062) are positively correlated with consumer buying behavior. Packaging size of 1.5

liters (r = .044), packaging size of 1 liters (r = .100) packaging size of 500 ml (r = .006)

and availability of packaged milk in all sizes (r = .026) are positively correlated with

consumer buying behavior. However, packaging size of 250 ml (r = -.044) is negatively

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correlated with consumer buying behavior. In packaging graphics font style (r = .263)

and good packaging graphics (r = .219) shows a positive correlation with consumer

buying behavior, which is significant.

Keywords: Packaging Elements, Font Style, Consumer Buying Behaviour.

1.0 INTRODUCTION

Packaging in modern terms can be defined as the designing and producing containers and

wrappers for a product (Keller, 2009). Packaging is so important that most of the

marketers believe it is the fifth P of marketing mix with other four Ps of product, price,

promotion and place and it is considered to be an important element in product strategy

(Kotler & Keller, 2008). In today’s market it consists of three functions which include

logistics, commercial and environmental functions (Rundh, 2013).Packaging is also an

important factor of brand recognition as well as an important factor in creating positive

brand associations (Keller, 2009). In a competitive market, packaging as a marketing tool

could be an effective way to achieve marketing objectives and at the same time it satisfies

the desires of consumers through its aesthetics elements which include package’s size,

shape, text, colour, material and graphics and its functional elements as well (Rundh,

2013). Packaging as an element of product strategy has become so important that when

there seems to be a minute difference in the brands, innovative packaging may provide a

competitive advantage (Keller, 2009).

Packaging has developed itself from time to time and the factors that affected it include

changing needs and demographics, changing needs of storing and transporting a product

and technological advancement (Calver & Giles, 2007).Due to the crowded marketplace

of today’s world packaging has evolved as an affective communicator to get consumers

attention and convince them at the point-of-purchase when compared with other

traditional marketing mediums such as mass media advertising (Underwood & Ozanne,

1998). Packaging conveys the meaning of a brand in non-durables and becomes a point

of difference when other products of similar category just portray the functional benefits,

thus eventually establishing a relationship between a consumer and a brand (Underwood

& Ozanne, 1998). Packaging is an important factor of brand recognition and creating

positive brand associations (Keller, 2009). (Smith & Taylor, 2004)identified six

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packaging elements which include size, graphics, color, text, material and smell.

According to (Keller, 2009) aesthetic elements or components of packaging include size,

color, text, graphics, material and shape. Packaging has now many functions from

protecting the product, to transporting the product to the end consumer safely preserving

quality and to persuade the consumer to buy the product by getting consumer attention

while at the same time creating a positive impact at retail stores in a highly competitive

environment (Rundh, 2005). Research has shown that consumers positively evaluate

product’s packaging if it consistently and coherently conveys the meaning of that product

through its packaging elements (Kauppinen-Raisanen & Luomala, 2010).

2.0 LITERATURE REVIEW

2.1 Visual Elements of Packaging

Visual elements of the packaging affect the emotions of consumer the way they transmits

the information (Silayoi & Speece, 2007). Visual elements are considered when

consumers do not want to make an effort to search for the products and when the

products are of low involvement (Silayoi & Speece, 2004).

2.1.1 Size

Consumption or frequency of use of a product increases when packages are redesigned or

available in larger sizes (Kotler & Keller, 2008). Packaging size depends on products

features and the target market (Smith & Taylor, 2004). Larger pack sizes convey better

quality (Smith & Taylor, 2004) and increases impulse consumption (Keller, 2009).

An investigation done by (Rundh, 2013) on customer requirement of packaging shows

that change in the size of household in effect changes the product size. An investigation

done on the size attribute of packaging by (Agariya et al., 2012) shows that different

packaging size is way to extend a product into new markets. Another study on packaging

size shows that smaller packaging size are considered by consumer of smaller family and

that the large size of packaging communicated the waste of product for them (Silayoi &

Speece, 2004). This was also found true in another study that consumer’s willingness to

buy a product increases if products are presented in smaller packages and if products

have shorter expiry date then consumers do not prefer large package sizes (Ahmadi et al.,

2013). Market demand also suggests that due to smaller households products are to be

bought in smaller packages (Rundh, 2005).

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2.1.2 Graphics

Graphics on packaging make a brand unique, preserve its individuality, helps in

emphasizing brand name and stands out on the shelf (Smith & Taylor, 2004). Graphics

could add value in the physical appearance of a brand and increases its aesthetics quality.

Moreover, in many situations graphics could create a positive mood and could match

with or satisfy the lifetime hidden aspirations of a consumer (Smith & Taylor, 2004). An

important role of packaging graphics is that they gain attention of consumer (Silayoi &

Speece, 2004).

A qualitative study done by (Otterbing et al., 2013) on textual and pictorial elements of

packaging shows that textual elements of packaging are noticed if they are placed on left

side and pictorial elements of the packaging are noticed if they are placed on the right

side. This in effect indicates that not only attractiveness of graphics, but the proper

placement of pictorial and textual element of packaging is also necessary in order to be

noticed by consumers. Graphics help consumers find the brand of their choice by cutting

through clutters at retail stores and if they do not have any strong preference of a brand

then graphics at least gain their attention to consider a particular product for evaluation

(Silayoi & Speece, 2004).

A study done on the relationship of packaging elements with purchasing behaviour of

consumers proves that there is a significant relationship between the image of a product

and the purchase behaviour of consumers (Karimi et al., 2013). Visual elements influence

the consumers in making their choice to buy a particular product and graphics were found

to be a major influencer in this regard (Silayoi & Speece, 2004). Graphics are important

both for high and low involvement products and when consumer do not go for much

consideration and decision making process for a product then graphics pushes their

choice (Silayoi & Speece, 2004). Images on the packaging of a milk product can increase

curiosity as well as interest in a consumer for a particular product (Hollywood et al.,

2013).

Consumers can also be persuaded to try the actual product through the usage of graphics

on packaging when the combinations of different materials used in graphics and

holograms such as lamination with aluminum foil or some different kind of printing can

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inspire a consumer to touch the product packaging and hence making the consumer to try

the actual product (Rundh, 2009).

2.1.3 Color

According to (Keller, 2009) color is an essential component of visual elements of

packaging to the extent that some designers are of the view that consumers possess color

vocabulary due to which they expect certain type of colors for particular products. Colors

could bring a point of difference to a brand and the brand can have some color ownership

which other brands cannot copy or it becomes difficult for them to have the same look

(Keller, 2009). According to (Keller, 2009) color is an important element of visual design

of packaging and the information and meaning it conveys should be consistent with what

other marketing programs are conveying.

Color perceptions vary across cultures and most of the religions are believed to have their

sacred colors (Singh, 2006). Consumers have color memory which they relate to certain

brands in which when they recall a particular color they associate it with a certain brand.

In addition, changing demographics and trends change the color preferences of

consumers (Singh, 2006).

Packaging color of a product has a high intensity to elicit purchase behaviour in

consumer

(Mutsikiwa & Marumbwa, 2013). Nevertheless, it should be noted that each product has

a distinct packaging color and it should be matched with the product category of the

product in order to create an impact of packaging color on consumers and to trigger

purchase behaviour(Mutsikiwa & Marumbwa, 2013).

Findings of the research done by (Hollywood et al., 2013) reveals that consumers

differentiated the milk as whole, skimmed or semi-skimmed if generic colors such as

green or blue have been used in the milk packaging. Nonetheless, using standardized

colors didn’t influence purchase behaviour of consumers because there was nothing new.

Products are generally accepted if they have similar colors that are common in particular

product class (Kauppinen-Raisanen & Luomala, 2010). Radical changes in colors could

lead to consumer confusion in search for a brand (Kauppinen-Raisanen & Luomala,

2010).

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A study on the associative learning form of color by (Grossman & Wisenblit, 1999)

reveals that consumers prefer certain colors in particular product category based on the

association they have formed in past through experience. The study also suggests that

marketers should use color associations while designing packaging for products rather

than using general preferences of consumers regarding colors (Grossman & Wisenblit,

1999).

2.1.4 Design

An investigation done on the packaging shape by (Agariya et al., 2012) shows that

consumers feeling about the packaging is actually transferred into how consumers feel

about the product and innovative packaging shapes cut through the clutter in retail stores

and this kind of packaging could create an iconic brand image through its different

shapes. An investigation done by (Ahmadi et al., 2013) on the design aspects of

packaging shows the beautiful packaging designs increases the appetite of consumers and

persuades consumers to eat the food and buy the product. In a qualitative study done by

(Silayoi & Speece, 2004) on packaging, illustrates that most of the consumers believe

that shape of the packaging relates to ease-of-use and carrying of a product. A study done

by (Metcalf et al., 2012) on the packaging design explains that at first moment of truth

aesthetic aspects of packaging maybe liked by a consumer and he may think of packaging

as attractive and nice, but at the second moment of truth or after purchase packaging

could either satisfy or dissatisfy a consumer.

An investigation done by (Hollywood et al., 2013) on milk packaging suggests that

investment in packaging design is a way for long-term survival in this sector. A study

done on the visual packaging by (Wang & S.T., 2013) reveals that consumer perception

of food quality and their brand preference was directly affected by their attitude toward

visual packaging.

2.1.5 Material

Like other visual elements of packaging materials also communicate and consumers

associate certain intrinsic values with the material of a product (Smith & Taylor, 2004).

In addition materials also affect the perceived quality of a product, which means

consumer perceptions regarding certain materials could change the perceived quality of a

product. Some packaging materials are to be made in a way, so that it could bear the

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temperature below zero or high temperatures in microwave depending on the product

functionalities and the needs of a consumer (Smith & Taylor, 2004).

In one study on milk packaging (Hollywood et al., 2013) three packaging materials were

discussed which includes glass, plastic, and cardboard. Findings of the research revealed

different perceptions of packaging about different packaging materials. Many advocated

the use of glass packaging material in milk packaging, but then said that it was heavy and

it used to be washed after it is used. Secondly, with regard to cardboard packaging

consumers had negative views about it and they said that this type of packaging do not

keep a product fresh and one also cannot see the product and they referred this kind of

packaging to UHT treated milks (Hollywood et al., 2013). Participants in that study

advocated the use of plastic containers and agreed that such containers were better than

cardboard and glass packaging because their screw top cap prevented the product and

were less likely to leak (Hollywood et al., 2013).

3.0 RESEARCH METHODOLOGY

3.1 Research Design

3.1.1 Research Philosophy

The philosophy of this research is positivistic. It is due to the fact that the research

is based on quantitative methods and tolls for data collection so that the relationship

could be seen within variables by developing appropriate hypotheses. Such hypotheses

will then be analyzed through the research and it is based on observable social reality

rather than on impressions (Saunders et al., 2009).

3.1.2 Research Approach

Deductive approach has been used in order to test the hypotheses. In deduction

approach variables are operationalized if they are not appropriate, so that they could

become meaningful. Once the variables become meaningful, they can easily be measured

quantitatively (Saunders et al., 2009). Moreover, the problem then is simplified and

narrowed down to possible elements through reductionism and then through

generalization sufficient number of sample size is taken so that the results could be

generalized through generalization.

3.1.3 Research Strategy

Survey strategy has been used in this research in which survey questionnaires

have been included to collect the data.Survey method has been used because it is

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economical and allows researcher to collect data from considerable population (Saunders

et al., 2009).

3.1.4 Research Choice

Mono method has been used as a research choice. In this method, only one way of

data collection has been used as this has been defined by (Saunders et al., 2009), which is

through surveys.

3.1.5 Research Time Horizon

This study is a cross-sectional study, because of time constraint and research

design. The reason for choosing cross-sectional study is that the academic research

projects are time constrained (Saunders et al., 2009).

3.1.6 Research Technique

Survey questionnaire has been used in this study as a research technique to collect

the data. Pearson correlation test is used to see the relationships and their significance

between independent and dependent variables. Moreover, multiple regressions are used to

see the impact of set of independent variables on a dependent variable.

3.1.7Research Procedure

This research starts with a review of scientific literature of the previous researches

on the topic of this research. Secondly, survey questionnaires have been used to collect

the data. Finally, collected data has been analyzed to test the hypotheses and to give out

the results. Pearson correlation test and multiple regressions have been used to test the

hypotheses.

3.2Research Structure

3.2.1Statement of the Problem

The problem being studied in this research is to know which visual elements of

packaging of packaged milk influence consumer buying behavior, which is an important

question to be answered for firms and marketers as well as packaging designers.

3.2.2Research Objectives

There are various research objectives of this study, which are as following:

To know whether packaging cap as a packaging design has influence on consumer

buying behaviour or not

To know whether easy-to-tear pouch packaging as a packaging design has an

influence on consumer buying behaviour

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To study whether rectangular packaging designs have any influence on consumer

buying behaviour

To know whether convenience in handling as a packaging design has an influence

on consumer buying behaviour

To know if Tetrapak as a packaging material has an influence on consumer

buying behaviour

To know whether glass bottles as a packaging material have an influence on

consumer buying behaviour

To know whether plastic bottles as a packaging material have an influence on


To know whether an aspectbrand recognition through colour of packaging colour

has an influence on consumer buying behaviour

To know whether an aspectassociation of green colour with packaged milk of

packaging colour has an influence on consumer buying behaviour

To know whether an aspectassociation of blue colour with packaged milk of


To know whether an aspectassociation of red colour with packaged milk of


To know whether 1.5 litres of packaged milk in packaging size has an influence

on consumer buying behaviour

To know whether 1 litre of packaged milk in packaging size has an influence on


To know whether 500ml of packaged milk in packaging size has an influence on


To know whether 250ml of packaged milk in packaging size has an influence on


To know whether availability of packaged milk in all sizes in packaging size

influence consumer buying behaviour

To know whether font style in packaging graphics has an influence on consumer

buying behaviour

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To know whether good packaging graphics has an influence on consumer buying

behaviour

3.2.4 Conceptual Framework

The conceptual framework has been designed on the basis of previous research

done on this topic, which was done by (Deliya & Pramar, 2012) on the role of packaging

on consumer buying behavior in Patan district of India.

3.2.5 Scale for Measurement of Variables

Five points likertrating scale is used to measure the variables ranging from (1)

strongly disagree to (5) strongly agree as the scale has also been used in the research done

by (Deliya & Pramar, 2012) on the role of packaging on consumer buying behaviour.

Nominal scale has also been used in this research mainly for the purpose of

demographics.

3.2.6 Hypothesis

Following are the hypotheses to be studied and tested in this research;

H1: Packaging design

a) Packaging cap influence consumer buying behaviour

b) Easy-to-tear pouch packaginginfluence consumer buying behaviour

c) Rectangular packaging designs influence consumer buying behaviour

d) Convenience in handling influence consumer buying behaviour

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H2: Packaging material

a) Tetrapak influence consumer buying behaviour

b) Glass bottles influenceconsumer buying behaviour

c) Plastic bottles influenceconsumer buying behaviour

H3: Packaging colour

a) Brand recognition through colour influence consumer buying behaviour

b) Association of green colour with packaged milk influence consumer buying

behaviour

c) Association of blue colour with packaged milk influence consumer buying

behaviour

d) Association of red colour with packaged milk influence consumer buying

behaviour

H4: Packaging size

a) 1.5 litres of packaged milk size influenceconsumer buying behaviour

b) 1 litre of packaged milk size influenceconsumer buying behaviour

c) 500ml of packaged milk size influence consumer buying behaviour

d) 250ml of packaged milk size influenceconsumer buying behaviour

e) Availability of packaged milk in all sizes influence consumer buying behaviour

H5: Packaging graphics

a) Font style influenceconsumer buying behaviour

b) Good packaging graphics influence consumer buying behaviour

3.3 Research Tools and Techniques

3.3.1 Population and Target Population

The research covers only the consumers in Karachi. The target population of this

research includes those consumers, who buy packaged milk frequently as well as those

who are occasional buyers and they could be male or female from the age of 18 years and

above. This research does not include shop owners, who buy packaged milk for

commercial purposes. The reason of not including shop owners is that their criteria of

buying packaged milk could be different from other household consumers. They may

prefer buying packaged milk, which is least expensive for them so that they could get

most profit. Therefore, they may not provide us the right data regarding the impact of

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packaging elements of packaged milk. Asthe study was limited to Karachi only, the data

therefore has mainly been collected from main areas of the city including Defence,

PECHS, Gulshan-e-Iqbal, Gulistan-e-Jauhar Malir and North Nazimabad.

3.3.2 Sample Size

Sample size for the research is 384(Saunders et al., 2009). The reason of choosing

this sample size is to generalize the findings of this research to the population of Karachi.

3.3.3 Method of Sampling and its Justification

Convenience sampling is the sampling method used in this study (Saunders et al.,

2009). This is a non-probability sampling method, which has been used in this research

so that the research could be conducted conveniently and to generalize the results of this

research.

4.0 DATA PRESENTATION. INTERPRETATION AND ANALYSIS

Descriptive Statistics

Gender

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Male 247 64.3 64.3 64.3

Female 137 35.7 35.7 100.0

Total 384 100.0 100.0

In this study, 247 respondents were males and 137 were females and total respondents in

this research were 384. The sample size of 384 was taken, so that the results could be

generalized to the population of Karachi.

Age

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid 18-24 95 24.7 24.7 24.7

25-30 126 32.8 32.8 57.6

31-36 89 23.2 23.2 80.7

37-43 38 9.9 9.9 90.6

44 and above 36 9.4 9.4 100.0

Total 384 100.0 100.0

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In this research 95 respondents were from ages 18-24 years, 126 from 25-30 years, 89

from 31-36 years, 38 from 37-43 years and 36 respondents were 44 and above years.

Do you buy Packaged Milk

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Yes 342 89.1 89.1 89.1

No 42 10.9 10.9 100.0

Total 384 100.0 100.0

In the sample size of 384 respondents, 342 said they buy packaged milk frequently and

42 respondents said they had bought packaged milk some time ago but they are not

frequent users of packaged milk.

Statistical Tests

Pearson Correlation

It measures the strength of the linear relationship between two variables. It can range

from -1 to +1. Perfect negative correlation is represented by -1 and perfect positive

correlation is represented by +1.

Multiple Regressions

Multiple regressions have been used to find an equation which would predict the impact

of independent variables on a dependent variable. In this study, such equations have been

developed for each independent variable to comprehensively find the impact of each of

the packaging elements of packaged milk. General equation for the multiple regressions

is as follows with regard to this research:

Consumer Buying Behavior =

4.1 Hypothesis 1

Packaging Design

To see the relationship between packaging design and consumer buying behaviour four

aspects of packaging design were included in the research. These include packaging cap,

easy-to-tear packaging, rectangular packaging design and convenience in handling the

packaged milk.

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Table 1 Packaging Cap and Buying Behavior

Correlations

Buying

Behavior

Packaging

Cap

Buying

Behavior

Pearson

Correlation 1 .104

*

Sig. (2-tailed) .041

N 384 384

Packaging Cap Pearson

Correlation .104

* 1


N 384 384

*. Correlation is significant at the 0.05 level (2-tailed).

Table 1 shows that there is a weaker positive correlation between consumer buying

behavior and cap on the packaging design at r = .104, which is significant. This depicts

that using packaging cap in packaged milk design would positively impact consumer’s

purchase decision.

Table 2 Easy-to-tear Pouch Packaging and Buying Behavior

Correlations

Buying

Behavior

Easy-to-tear

Pouch

Packaging

Buying Behavior Pearson

Correlation 1 -.046


N 384 384

Easy-to-tear Pouch

Packaging

Pearson

Correlation -.046 1


N 384 384

Table 2 shows that there is a weaker negative correlation between easy-to-tear pouch

packaging and consumer buying behaviour at r = -.046. This result shows that

introducing easy-to-tear packaging design would negatively impact buying behaviour of

consumers.

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Table 3 Rectangular Packaging Design and Buying Behavior

Correlations

Buying

Behavior

Rectangular

Packaging

Design


Correlation 1 .062


N 384 384

Rectangular Packaging

Design

Pearson

Correlation .062 1


N 384 384

Table 3 shows a weaker positive correlation between rectangular packaging design and

buying behavior of consumers at r = .062. This reveals that introducing packaging

designs in this form would attract consumers.

Table 4 Convenience in Handling and Buying Behavior

Correlations

Buying

Behavior

Convenience

in Handling


Correlation 1 .057


N 384 384

Convenience in

Handling

Pearson

Correlation .057 1


N 384 384

Table 4 shows a weaker positive correlation between buying behavior on consumers and

convenience in handling the packaged milk at r = .057. This result depicts that designing

packages that can be handled conveniently would attract consumers to a particular

product.

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Model Summary

Model R R Square

Adjusted R

Square

Std. Error of

the Estimate

1 .134a .018 .008 1.04781

a. Predictors: (Constant), Convenience in Handling, Easy-

to-tear Pouch Packaging, Packaging Cap, Rectangular

Packaging Design

ANOVAb

Model

Sum of

Squares df Mean Square F Sig.

1 Regression 7.632 4 1.908 1.738 .141a

Residual 416.107 379 1.098

Total 423.740 383

a. Predictors: (Constant), Convenience in Handling, Easy-to-tear Pouch

Packaging, Packaging Cap, Rectangular Packaging Design

b. Dependent Variable: Buying Behavior

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) 3.516 .305 11.534 .000

Packaging Cap .096 .054 .095 1.783 .075

Easy-to-tear Pouch

Packaging -.055 .043 -.067 -1.268 .205

Rectangular Packaging

Design .059 .050 .063 1.178 .239

Convenience in

Handling .022 .058 .021 .376 .707

a. Dependent Variable: Buying Behavior

To find the impact of packaging design on consumer buying behavior, following equation

has been developed.


Where 3.516 is the constant, x1 is packaging cap, x2 is easy-to-tear packaging, x3 is

rectangular packaging design and x4 is convenience in handling.

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Analysis

To operationalize the variable packaging design and to check whether it influences

consumer buying behavior or not, it has further been divided into four aspects. These

include packaging cap, easy-to-tear packaging, rectangular packaging design and

convenience in handling. Therefore, sub-hypotheses have also been developed of

packaging design to see its influence in detail.

Hypothesis 1(a): “Packaging cap influence consumer buying behavior”

Findings of the study has revealed there is a weaker positive correlation at r = .104 of

packaging cap, which means that it does influence consumer buying behaviour so we will

accept the hypothesis.

Hypothesis 1(b): “Easy-to-tear pouch packaging influence consumer buying behaviour”

Results have shown that easy-to-tear packaging has a weaker negative correlation with

consumer buying behaviour at r = -.046, which means it negatively impact consumers

purchase decision. So, we will reject the hypothesis.

Hypothesis 1(c): “Rectangular packaging designs influence consumer buying behaviour”

Results of the study shows that there is a weaker positive correlation of rectangular

packaging design at r = .062 with consumer buying behaviour, which means consumers

are influenced by this. So we will accept the hypothesis.

Hypothesis 1(d): “Convenience in handling influence consumer buying behaviour”

Findings have shown that convenience in handling at r = 0.057 is positively correlated

with consumer buying behaviour and it does influence consumer buying behaviour. So,

we will accept the hypothesis.

4.2 Hypothesis 2

Packaging Material

To check the relationship between packaging material and consumer buying behavior

questions regarding different packaging material were included in the research. This

research included Tetrapak, glass bottles and plastic bottles as packaging materials.

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Table 5 Tetrapak and Buying Behavior

Correlations

Buying

Behavior Tetrapak

Buying

Behavior

Pearson

Correlation 1 .137

**


N 384 384

Tetrapak Pearson

Correlation .137

** 1


N 384 384

**. Correlation is significant at the 0.01 level (2-tailed).

Table 5 shows a weaker positive correlation between Tetrapak and consumer buying

behavior at r = .137, which is significant. This reveals that Tetrapak positively impacts

consumer buying behavior.

Table 6 Glass Bottles and Buying Behavior

Correlations

Buying

Behavior Glass Bottles

Buying

Behavior

Pearson

Correlation 1 -.032


N 384 384

Glass Bottles Pearson

Correlation -.032 1


N 384 384

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Table 6 shows that there is a weaker negative correlation between glass bottles and

consumer buying behavior at r = -.032. This shows that consumers would not accept this

packaging material if packaged milk is introduced in it.

Table 7 Plastic Bottles and Buying Behavior

Correlations

Buying

Behavior

Plastic

Bottles

Buying

Behavior

Pearson

Correlation 1 -.039


N 384 384

Plastic Bottles Pearson

Correlation -.039 1


N 384 384

Table 7 shows a weaker negative relation between plastic bottles and consumer buying

behavior at r = -.039. It shows that consumers are not attracted towards this packaging

material.

Model Summary

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 .142a .020 .012 1.13884

a. Predictors: (Constant), Plastic Bottles, Tetrapak, Glass Bottles

ANOVAb

Model

Sum of


1 Regression 10.117 3 3.372 2.600 .052a

Residual 492.841 380 1.297

Total 502.958 383

a. Predictors: (Constant), Plastic Bottles, Tetrapak, Glass Bottles


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Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients


1 (Constant) 2.938 .289 10.160 .000

Tetrapak .143 .054 .136 2.642 .009

Glass Bottles -.004 .047 -.005 -.093 .926

Plastic Bottles -.031 .046 -.034 -.668 .505



has been developed.


Where 2.938 is constant, x1 is Tetrapak, x2 is glass bottles and x3 is plastic bottles.

Analysis

To operationalize the variable packaging material and to check whether it influences

consumer buying behavior or not, it has further been divided into three aspects. These

include Tetrapak, glass bottles and plastic bottles. Therefore, sub-hypotheses have also

been developed of packaging design to see its influence in detail.

Hypothesis 2(a): “Tetrapak influence consumer buying behavior”

Tetrapak has been found as a good packaging material and there is a positive correlation

at r = .137 of Tetrapak with consumer buying behaviour, which is significant. Therefore,

we accept the hypothesis.

Hypothesis 2(b): “Glass bottles influence consumer buying behaviour”

Findings have shown that glass bottles have a negative correlation at r = -.032 with

consumer buying behaviour, and it negatively impact consumer buying behaviour. So, we

will reject the hypothesis.

Hypothesis 2(c): “Plastic bottles influence consumer buying behaviour”

Consumers do not like plastic bottles and there is a negative correlation at r = -.039 with

consumer buying behaviour. So, we will reject the hypothesis.

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4.3 Hypothesis 3

Packaging Colour

To check the relationship between packaging colour and consumer buying behavior

aspects of packaging colour were included in the research. These aspects include brand

recognition through colour and association of green, blue and red colours with packaged

milk which are the colours of famous brands in the market. The latter aspect asses if

consumers carry colour vocabulary in this product category.

Table 8 Brand Recognition through color and Buying Behavior

Correlations

Buying

Behavior

Brand

Recognition

through

Colour


Correlation 1 .020


N 384 384

Brand Recognition

through Colour

Pearson

Correlation .020 1


N 384 384

Table 8 shows a weaker positive correlation between buying behavior and brand

recognition through colour at r = .020. It shows that consumers recognize the brand of the

packaged milk they buy through colours.

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Table 9 Association of Green color with Packaged Milk and Buying Behavior

Correlations

Buying

Behavior

Association

with

Packaged

Milk (Green

Colour)


Correlation 1 .019


N 384 384

Association with

Packaged Milk (Green

Colour)

Pearson

Correlation .019 1


N 384 384

Table 9 shows a weaker positive correlation between buying behavior of consumers and

association of green colour with packaged milk at r = .019. It shows that consumers

would accept a milk product if it is introduced in green colour.

Table 10 Association of Blue color with Packaged Milk and Buying Behavior

Correlations

Buying

Behavior

Association

with

Packaged

Milk (Blue

Colour)


Correlation 1 .011


N 384 384

Association with

Packaged Milk (Blue

Colour)

Pearson

Correlation .011 1


N 384 384

Table 10 shows a weaker positive correlation between buying behavior of consumers and

association of blue colour with packaged milk at r = .011. It shows that consumers would

accept a milk product if it is introduced in blue colour.

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Table 11 Association of Red color with Packaged Milk and Buying Behavior

Correlations

Buying

Behavior

Association

with

Packaged

Milk (Red

Colour)


Correlation 1 .062


N 384 384

Association with

Packaged Milk (Red

Colour)

Pearson

Correlation .062 1


N 384 384

Table 11 shows a weaker positive correlation between consumer buying behavior and

association of red colour with packaged milk at r = .062. It shows that consumers would

accept a milk product if it is introduced in red colour.

Model Summary

Model R R Square

Adjusted R

Square

Std. Error of

the Estimate

1 .063a .004 -.007 1.17776

a. Predictors: (Constant), Association with Packaged Milk

(Red Colour), Brand Recognition through Colour,

Association with Packaged Milk (Blue Colour),

Association with Packaged Milk (Green Colour)

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ANOVAb

Model

Sum of

Squares Df Mean Square F Sig.

1 Regression 2.116 4 .529 .381 .822a

Residual 525.718 379 1.387

Total 527.833 383

a. Predictors: (Constant), Association with Packaged Milk (Red Colour), Brand

Recognition through Colour, Association with Packaged Milk (Blue Colour),



Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients


1 (Constant) 2.735 .242 11.311 .000

Brand Recognition

through Colour .007 .053 .007 .138 .890

Association with

Packaged Milk (Green

Colour)

.002 .059 .002 .035 .972

Association with

Packaged Milk (Blue

Colour)

-.012 .062 -.011 -.189 .850

Association with

Packaged Milk (Red

Colour)

.058 .051 .063 1.137 .256

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ANOVAb

Model

Sum of

Squares Df Mean Square F Sig.

1 Regression 2.116 4 .529 .381 .822a

Residual 525.718 379 1.387

Total 527.833 383

a. Predictors: (Constant), Association with Packaged Milk (Red Colour), Brand

Recognition through Colour, Association with Packaged Milk (Blue Colour),




has been developed.


Where 20735 is constant, x1 is brand recognition through colour, x2 is association of

green colour, x3 is association of blue colour and x4 is association with red colour.

Analysis

To operationalize the variable packaging color and to check whether it influences

consumer buying behavior or not, it has further been divided into four aspects. These

include brand recognition through colour, and association of packaged milk with green,

blue and red color. Therefore, sub-hypotheses have also been developed of packaging

design to see its influence in detail.

Hypothesis 3(a): “Brand recognition through color influence consumer buying behavior”

This study has shown that consumers do recognize a brand by its colour which has been

proved by the research that there is a positive correlation of brand recognition through

color and consumer buying behaviour at r = .020. So, we will accept the hypothesis.

Hypothesis 3(b): “Association of green colour with packaged milk influence consumer

buying behaviour”

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Consumers carry color vocabulary and they associate familiar colors in the milk product

category with packaged milk in this regard the study shows that Green color is positively

correlated at r = .019 with consumer buying behaviour. So, we will accept the hypothesis.

Hypothesis 3(c): “Association of blue colour with packaged milk influence consumer

buying behavior”


category with packaged milk in this regard the study shows that blue color is positively


Hypothesis 3(d): “Association of red colour with packaged milk influence consumer

buying behavior”


category with packaged milk in this regard the study shows that red color is positively


4.4 Hypothesis 4

Packaging Size

To check the relationship between packaging size and buying behaviour of consumers

questions were included in the research regarding their preferable size of packaged milk

and if they want that packaged milk should be available in all sizes.

Table 12 Packaging size of 1.5 liters and Buying Behavior

Correlations

Buying

Behavior

Prefer 1.5

liters of

Packaged

Milk


Correlation 1 .044


N 384 384

Prefer 1.5 liters of

Packaged Milk

Pearson

Correlation .044 1


N 384 384

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packaging size of 1.5 liters at r = .044. This reveals that consumers would positively

accept the packaged milk in this size.

Table 13 Packaging size of 1 liters and Buying Behavior

Correlations

Buying

Behavior

Prefer 1 liters

of Packaged

Milk


Correlation 1 .100


N 384 384

Prefer 1 liters of

Packaged Milk

Pearson

Correlation .100 1


N 384 384


packaging size of 1 liters at r = .100. This reveals that consumers would positively accept

the packaged milk in this size

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Table 14 Packaging size of 500 ml and Buying Behavior

Correlations

Buying

Behavior

Occasionally

prefer 500 ml

of Packaged

Milk


Correlation 1 .006


N 384 384

Occasionally prefer 500

ml of Packaged Milk

Pearson

Correlation .006 1


N 384 384


packaging size of 500 ml at r = .006. This reveals that consumers would positively accept

the packaged milk in this size

Table 15 Packaging size of 250 ml and Buying Behavior

Correlations

Buying

Behavior

Occasionally

prefer 250 ml

of Packaged

Milk


Correlation 1 -.044


N 384 384


ml of Packaged Milk

Pearson

Correlation -.044 1


N 384 384

Table 15 shows a weaker negative correlation between consumer buying behavior and

packaging size of 250 ml at r = -.044. This reveals that consumers would not readily

accept the packaged milk in this size.

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Table 16 Availability of Packaged Milk in all sizes and Buying Behavior

Correlations

Buying

Behavior

Availability

in all sizes


Correlation 1 .026


N 384 384

Availability in all

sizes

Pearson

Correlation .026 1


N 384 384


availability of packaged milk in all sizes at r = .026. This shows that consumers are

attracted towards of packaged milk which is available in all sizes for their daily and

occasional use.

Model Summary

Model R R Square

Adjusted R

Square Std. Error of the Estimate

1 .129a .017 .004 1.10072

a. Predictors: (Constant), Availability in all sizes, Prefer 1.5 liters of

Packaged Milk, Occasionally prefer 250 ml of Packaged Milk, Prefer 1 liters

of Packaged Milk, Occasionally prefer 500 ml of Packaged Milk

ANOVAb

Model

Sum of


1 Regression 7.761 5 1.552 1.281 .271a

Residual 457.979 378 1.212

Total 465.740 383

a. Predictors: (Constant), Availability in all sizes, Prefer 1.5 liters of Packaged Milk, Occasionally

prefer 250 ml of Packaged Milk, Prefer 1 liters of Packaged Milk, Occasionally prefer 500 ml of

Packaged Milk


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Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients


1 (Constant) 3.398 .335 10.151 .000

Prefer 1.5 liters of

Packaged Milk .042 .048 .045 .883 .378

Prefer 1 liters of

Packaged Milk .127 .063 .115 2.030 .043


ml of Packaged Milk -.011 .070 -.010 -.157 .876


ml of Packaged Milk -.065 .059 -.067 -1.095 .274

Availability in all sizes .011 .055 .011 .201 .841



has been developed.


Where 3.398 is constant, x1 is 1.5 liters, x2 is 1 liter, x3 is 500 ml, x4 is 250 ml and x5 is

availability in all packaging sizes.

Analysis

To operationalize the variable packaging size and to check whether it influences

consumer buying behavior or not, it has further been divided into five aspects. These

include packaging size of 1.5 liters, 1 liter, 500 ml, 250 ml and packaged milk available

in all sizes. Therefore, sub-hypotheses have also been developed of packaging design to

see its influence in detail.

Hypothesis 4(a): “1.5 litres of packaged milk size influence consumer buying behavior”

Research has shown that packaging size of 1.5 liters positively correlated at r = .044 with

consumer buying behaviour. So, we will accept the hypothesis.

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Hypothesis 4(b): “1 litre of packaged milk size influence consumer buying behavior”

Findings of the research shows that packaging size of 1 litre is positively correlated at r =

.100 with consumer buying behaviour. So, we will accept the hypothesis.

Hypothesis 4(c): “500ml of packaged milk size influence consumer buying behavior”

Results have shown that packaging size of 500 ml is positively correlated at r = .006 with

consumer buying behaviour. So, we will accept the hypothesis.

Hypothesis 4(d): “250ml of packaged milk size influence consumer buying behavior”

Findings of the research have shown that packaging size of 250 ml is negatively

correlated at r = -.044 with consumer buying behaviour. So, we will reject the hypothesis.

Hypothesis 4(e): “Availability of packaged milk in all sizes influence consumer buying

behavior”

Generally consumers for their daily and occasional use prefer packaged milk in all sizes

which has also been proved by the research in which packaged milk available in all sizes

is positively correlated at r = .026 with consumer buying behaviour.

4.5 Hypothesis 5

Packaging Graphics

To check the relationship between consumer buying behaviour and packaging graphics

two of the aspects of packaging graphics were included. One is the effect of font style

and another is good packaging graphics.

Table 17 Font Style and Buying Behavior

Correlations

Buying

Behavior Font Style

Buying

Behavior

Pearson

Correlation 1 .263

**


N 384 384

Font Style Pearson

Correlation .263

** 1


N 384 384


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Table 17 shows a moderate positive correlation between consumer buying behavior and

font style at r = .263 which is significant. It shows that stylish and attractive font styles

attract consumers towards a product.

Table 18 Good Packaging Graphics and Buying Behavior

Correlations

Buying

Behavior

Good

Packaging

Graphics

Create

Positive

Feelings


Correlation 1 .219

**


N 384 384

Good Packaging

Graphics Create

Positive Feelings

Pearson

Correlation .219

** 1


N 384 384


Table 18 shows a moderate positive correlation between consumer buying behavior and

good packaging graphics at r = .219, which is significant. It shows that good packaging

graphics create positive feelings about packaged milk.

Model Summary

Model R R Square

Adjusted R

Square

Std. Error of

the Estimate

1 .294a .086 .081 1.07809

a. Predictors: (Constant), Good Packaging Graphics

Create Positive Feelings, Font Style

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ANOVAb

Model

Sum of


1 Regression 41.793 2 20.897 17.979 .000a

Residual 442.832 381 1.162

Total 484.625 383

a. Predictors: (Constant), Good Packaging Graphics Create Positive Feelings,

Font Style


Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients


1 (Constant) 1.647 .276 5.972 .000

Font Style .222 .056 .211 3.999 .000

Good Packaging

Graphics Create

Positive Feelings

.181 .067 .141 2.686 .008



has been developed.


Where 1.647 is constant, x1 is font style and x2 is good packaging graphics.

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Analysis

To operationalize the variable packaging graphics and to check whether it influences

consumer buying behavior or not, it has further been divided into two aspects. These

include font style particularly stylish fonts and good packaging graphics which create

positive feelings about a brand. Therefore, sub-hypotheses have also been developed of

packaging design to see its influence in detail.

Hypothesis 5(a): “Font style influence consumer buying behaviour”

Results of the research has shown that font style has a positive correlation at r = .219,

which is significant. So, we will accept the hypothesis that font style influences consumer

buying behaviour.

Hypothesis 5(b): “Good packaging graphics influence consumer buying behaviour”

Consumers like packaging graphics to the extent that good graphics of packaging do

create positive feelings about the packaged milk brand, which the research has also

proved that there is a positive correlation between good packaging graphics and

consumer buying behaviour at r = .263 and is significant. So, we will accept the

hypothesis.

5.0 FINDINGS AND RECOMMENDATIONS

5.1 Findings

5.1.1 Hypothesis (Packaging Design)

a) Packaging Cap

Findings of the study has revealed that there is a weaker positive correlationof packaging

cap at r = .104 with consumer buying behaviour. This means that this is an important

factor to be considered in packaging design, because it affects consumers purchase

decision.

b) Easy-to-Tear Pouch Packaging

Research has shown that there is a weaker negative correlation of easy to tear packaging

with consumer buying behaviour at r = -.046. This reveals that introducing packaging

design in this form would negatively affect consumer buying behaviour. One of the

reasons, as consumer told, of the failure of this packaging design is that it could only be

used once after opening it and can’t be stored in refrigerator because there is a chance

that it would spill over.

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c) Rectangular Packaging Design

Findings of the study shows that there is a weaker positive correlation of rectangular

packaging design at r = .062 with consumer buying behaviour. This means that

consumers prefer this type of packaging design as it can easily be stored in the

refrigerator when compared with easy-to-tear pouch packaging.

d) Convenience in Handling

Convenience in handling has found to be positively correlated at r = 0.057 with consumer

buying behaviour. This shows that consumers positively evaluate a packaging design of

packaged milk, which can conveniently be handled and so it would impact their purchase

decision.

5.1.2 Hypothesis (Packaging Material)

a) Tetrapak

Tetrapak has been found as a good packaging material and there is a positive correlation

at r = .137 of Tetrapak with consumer buying behaviour, which is significant.

b) Glass Bottles

Consumers generally, do not like glass bottles and there is a negative correlation at r = -

.032 of glass bottles with consumer buying behaviour. The reason could be that this kind

of packaging material is heavy in weight.

c) Plastic Bottles

Findings of the study shows that there is a negative correlation at r = -.039 of plastic

bottles with consumer buying behaviour.This means that this packaging material does not

impact on consumer buying behaviour.

5.1.3 Hypothesis (Packaging Colour)

a) Brand Recognition through Colour

This study has shown that consumers do recognize a brand by its colour which has been

proved by the research that there is a positive correlation of brand recognition through

colour and consumer buying behaviour at r = .020.

b) Association of Green Colour with Packaged Milk

Consumers carry color vocabulary and they associate familiar colours in themilk product

category with packaged milk. In this regard green colour according to the findings have

positively been correlated at r = .019 with consumer buying behaviour. This means that

consumers do carry colour vocabulary in this product category, due to which it would

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become difficult for a new milk product to be recognized if it’s not introduced within

these colour ranges.

c) Association of Blue Colour with Packaged Milk

Consumers carry color vocabulary and they associate familiar colours in the milk product

category with packaged milk. In this regard blue colour according to the findings have





d) Association of Red Colour with Packaged Milk

Consumers carry color vocabulary and they associate familiar colours in the milk product

category with packaged milk. In this regard red colour according to the findings have





5.1.4 Hypothesis (Packaging Size)

a) 1.5 litres of packaged milk

Packaging size of 1.5 litres has found to be positively correlated at r = .044 with

consumer buying behaviour. This shows that this packaging size is preferred by

consumers.

b) 1 litres of packaged milk

Packaging size of 1 litre has found to be positively correlated at r = .100 with consumer

buying behaviour. This shows that this packaging size is preferred by consumers.

c) 500ml of packaged milk

Packaging size of 500ml has found to be positively correlated at r = .006 with consumer

buying behaviour. This shows that this packaging size is preferred by consumers.

d) 250ml of packaged milk

Packaging size of 250ml has found to be negatively correlated at r = -.044. This means

that consumers do not generally prefer this size of packaged milk.

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e) Availability of packaged milk in all sizes

Availability of packaged milk in all sizes has found to be positively correlated at r = .026

with consumer buying behaviour. This shows that consumers prefer availability of

packaged milk in all sizes so that different sizes would cater their occasional needs.

5.1.5 Hypothesis (Packaging Graphics)

a) Font Style

Font style has found to have a positive correlation with consumer buying behavior at r =

.219, which is significant. This shows that consumers do like stylish fonts on the

packaging and it does affect their purchase decision.During the survey, one of the retailer

said packaging graphics do have an impact on our purchase decision because our kids

like good graphics in packaging which attract them so we have to buy due to their

likeness. He further added that good packaging graphics not only get consumer attention,

but it also decorates the shelf.

b) Good Packaging Graphics

Consumers like packaging graphics to the extent that good graphics of packaging do

create positive feelings about the packaged milk brand, which has shown by this research

that there is a positive correlation between packaging graphics and consumer buying

behaviour at r = .263, which is significant.

5.2 Recommendations

5.2.1 Hypothesis (Packaging Design)

a) Packaging Cap

Packaging cap were found to have a weaker positive correlation with consumer buying

behaviour, therefore attention should be given to this aspects of packaging design so that

it could strongly and positively be correlated with consumer buying behaviour.One

suggestion to make packaging cap strongly and positively correlated with consumer

buying behaviour is to introduce packaged milk in gable-top cartons. Introducing

packaged milk in these types of cartons would allow packaged milk products to stand out

at the shelf and get the consumer attention.

b) Easy-to-Tear Pouch Packaging

According to the findings only easy-to-tear packaging were found to be negatively

correlated with consumer buying behaviour, therefore this packaging design should be

avoided and should not get much focus.

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c) Rectangular Packaging Designs

Rectangular packaging designs are positively correlated with consumers buying

behaviour as the research has shown, but there is a weaker positive correlation. So, in

order to make it strongly correlated with consumer buying behavior rectangular

packaging designs should be designed in a way that can easily be stored in refrigerators

and they should also get attention at retail stores.

d) Convenience in Handling

Convenience in handling has also found to be positively correlated with consumer buying

behaviour, but a weaker correlation has been found. So, if packaging size of packaged

milk is one litre or more than one litre then packaging should be designed in such a way

that it could be convenientlygripped/handled by consumers in order to make it strongly

correlated with consumer buying behaviour.

5.2.2 Hypothesis (Packaging Material)

a) Tetrapak

Tetrapak was shown to have a weaker positive correlation with consumer buying

behaviour. In this regard, emphasis should be given on this packaging material Therefore,

firms with marketers and Tetrapak Company should create more awareness regarding the

benefits of having Tetrapak as packaging material for packaged milk, so that positive

correlation could be increased.

b) Glass Bottles

Glass bottles were found to be negatively correlated with consumer buying behaviour.

So, this packaging material should be avoided for packaged milk and should not get

much attention.

c) Plastic Bottles

Plastic bottles were found to be negatively correlated with consumer buying behaviour.

So, this packaging material should be avoided for packaged milk and should not get

much attention. But, if plastic bottles are introduced having the packaging cap and

convenience in handling as a packaging design aspect, then the correlation could be

turned into a positive one.

5.2.3 Hypothesis (Packaging Colour)

a) Brand recognition through colour

Brand recognition through colour was found to have a weaker positive correlation with

consumer buying behaviour. Therefore, firms should focus on effective marketing

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communications so that consumers could recognize brand through colours and so its

correlation with consumer buying behaviour could be increased.

b) Association of green colour with packaged milk

Association of green colour with packaged milk in packaging colour were found to have

a weaker positive correlation with consumer buying behaviour. Therefore, emphasis

should be given in making this association increase its positive correlation with consumer

buying behaviour, so that consumers could recognize milk brands through its colours and

in doing so these colours could give marketers the ownership of the colour within the

same product category.

c) Association of blue colour with packaged milk

Association of blue colour with packaged milk in packaging colour were found to have a

weaker positive correlation with consumer buying behaviour. Therefore, emphasis should

be given in making this association increase its positive correlation with consumer buying

behaviour, so that consumers could recognize milk brands through its colours and in

doing so these colours could give marketers the ownership of the colour within the same

product category.

d) Association of red colour with packaged milk

Association of red colour with packaged milk in packaging colour were found to have a

weaker positive correlation with consumer buying behaviour. Therefore, emphasis should

be given in making this association increase its positive correlation with consumer buying

behaviour, so that consumers could recognize milk brands through its colours and in

doing so these colours could give marketers the ownership of the colour within the same

product category.

5.2.4 Hypothesis (Packaging Size)

a) 1.5 litres of packaged milk

This packaging size was found to have a weaker positive correlation with consumer

buying behaviour. This positive correlation could be increased by showing how this

packaging size would benefit consumers. The benefits could include the price factor,

which would allow consumers to save money by purchasing packaged milk in large size.

b) 1 litre of packaged milk


buying behaviour. The positive correlation of this packaging size could also be increased

by showing how this packaging size would benefit consumers. The benefits could include

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the price factor, which would allow consumers to save money by purchasing packaged

milk in larger size.

c) 500ml of packaged milk


buying behaviour. This positive correlation could be increased by showing how this

packaging size could be used in various occasions in which large packaging size could go

in waste or get expired because of non-usage. The consumption situations or usage of this

packaging size would include making sweet dishes, ice-creams and in other desserts in

which larger packaging size is not required.

d) 250ml of packaged milk

This packaging size was found to have a negative correlation with consumer buying

behaviour. Therefore, the focus on this packaging size should be avoided because it does

not affect consumer buying behaviour.

e) Availability of packaged milk in all sizes

Availability of packaged milk in all packaging sizes was found to have a weaker positive

correlation with consumer buying behaviour. Therefore, different packaging sizes should

be introduced of packaged milk in order to cover a larger market based on their needs and

consumption situations.

5.2.5 Hypothesis (Packaging Graphics)

a) Font Style

Font style was found to be positively correlated with consumer buying behaviour and

therefore focus should be given to it. So, stylish fonts which would attract consumers

should be designed and printed on the packaging in order to persuade consumers to buy

the product.

b) Good packaging graphics

Good packaging graphics was found to have a positive correlation with consumer buying

behaviour.So, focus should be given to make packaging graphics of packaged milk

appear good, bright, colourful and attractive so that it could gain consumers’ attention

eventually making them buy that product. When there seems to be a little difference in

quality of the product then packaging graphics would drive a person to buy the product.

Packaging graphics should also be aligned with the product as well as with the consumer,

so that it could portray a consistent image of what a firm pursues through different

marketing channels and marketing communications.

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References

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Documents

Impact of Visual Elements of Packaging of Packaged Milk on … · packaging (r = -.046) and consumer buying behaviour. In packaging material, Tetrapak (r = .137) has a positive correlation