Page 1 of 7

Journal for Studies in Management and Planning

Available at

http://edupediapublications.org/journals/index.php/JSMaP/

ISSN: 2395-0463

Volume 03 Issue 11

October 2017

Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 216

Packaging: Its impact on Brand preference for FMCG

products in Anantapur City, AP

Hari Krishna Vedururu1 & K. Satish Kumar2

1,2 Associate Professor, Dr. K.V. Subba Reddy MBA Institutions, Kurnool.

Email: vhkrcew@gmail.com, satishpcp@gmail.com

ABSTRACT:

Study analysed packaging characteristics and how these characteristics shows

impact of brand awareness for Fast Moving Consumer Goods (FMCG) in Anantapur of

Andhra Pradesh. Packaging have many characteristics, among those the researcher have

selected packaging color, material, contents on package and convenience for the study. The

sample size 149 was selected through simple random sampling technique throughout

Anantapur city. By applying pearson correlation model the data had been analyzed. The

result after analysis showed that all characteristics (Variables) were positively influencing

the brand preference in FMCG industry.

Keywords: Brand preference, Brand Characteristics, package, packaging

INTRODUCTION:

In present scenario, the entire market

is flooded with the variety of products. As

the world is changing, the market is also

changing in order to match with the present.

Also products should change in all

parameters in order to match them with the

needs of the customers. It’s a biggest

challenge for the markets to market the

product by convincing the customers. In

order to reduce the risk of the marketer, the

packaging concept is changing the purpose

of its existence.

Consumer's life style is changing day

by day so the role of packaging is also

changing. Packaging is not only a container

but also one of the best tools to sell the

product. A good packaging attracts the

customers to purchase product. The

packaging will act like a marketer in the

absence of physical marketer. It is also

important for understanding the brand and

gives valuable information about product.

An effective packaging sometimes gives

more promotional impact and increase sales

of the company.

Among many choices in the market,

the packaging will reduce the confusion in

customers’ mind about the selection of the

product.

This study has two variables namely

Independent variable (packaging) and

Page 2 of 7

Journal for Studies in Management and Planning

Available at

http://edupediapublications.org/journals/index.php/JSMaP/

ISSN: 2395-0463

Volume 03 Issue 11

October 2017

Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 217

dependent variable (Brand Preference). If

the packaging of the product will be good

and attractive, it will automatically attract

the consumers. Dependent variable is Brand

Preference, which can be defined as "the

subjective, conscious and behavioral

tendencies which influence consumer’s

predisposition toward a

brand". Understanding the brand preferences

of consumers’ will dictate the most suitable

and successful Marketing Strategies. One of

the indicators of the strength of a brand in

the hearts and minds of customers, brand

preference represents which brands are

preferred under assumptions of equality in

price and availability (Mohan Raj, P., 2016).

Packaging can serve an important

role in the product consumption experience,

but consumer product companies and

researchers often focus on packaging’s

impact on product promotions, distribution

and a range of pre-consumption and cost- based functions. Marketing and packaging

literature often stratify the two disciplines in

a way that may not accurately reflect the

consumer experience. This

marketing/packaging dichotomy isolates

marketers and design/engineering decision

makers and may have long-term negative

impact on consumer-brand relationships.

REVIEW OF LITERATURE

(Mutsikiwa & Marumbwa, 2013)The

study revealed that not all aesthetic package

design elements trigger consumer purchase

behaviour. The elements that have an

influence should be properly blended

together to ensure that they remain sensitive

and appealing to the consumers thereby

shaping and guiding their intention to

purchase dairy products.

(Ahmed, Parmar, & Amin,

1450)According to the finding of the

research study, it has been observed that the

packaging is the most important factor. It is

also concluded that the packaging elements

like its Colour, Packaging material, Design

of Wrapper and innovation are more

important factors when consumers making

any buying decision. Finally it has also been

concluded that the Packaging is one of the

most important and powerful factor, which

influences consumer’s purchase decision.

(Olawepo & Ibojo, 2015)based on

the findings of the study, it was concluded

that packaging is an engine that propel

uniqueness of a product in the market, the

picture quality and other attributes of

packaging stand out amongst other products

so as to draws attention of customers. More

so, packaging attracts consumers’ attention

particularly when consumers are not very

familiar with the brands.

(Ehsan & Lodhi, 2015)The study has

been revealed that Packaging is the essential

and significant factor which largely

persuades the consumer buying behavior. It

can be considered as one of most valued tool

Page 3 of 7

Journal for Studies in Management and Planning

Available at

http://edupediapublications.org/journals/index.php/JSMaP/

ISSN: 2395-0463

Volume 03 Issue 11

October 2017

Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 218

in today’s marketing communications,

acquiring additional detail analysis of its

elements and an influence of such elements

on consumers buying behavior. Package

executes a critical function in marketing

communications, mainly during the moment

of sale. If packaging has attractive and right

tone of colors that delivers clearly the

message of your product then it will

influence consumer buying behavior and

consumer will purchase that product.

Moreover Attractive packaging shape can

make a brand unique, can create an iconic

brand image, supports in affirming brand

name, retain its distinctiveness, and stands

out on the shelf. Package size, that is one of

the utmost accessible and easy-to-process

product cues to which customer are exposed,

can have a significant impact on consumer

buying pattern. It has also found that

Labeling on the product could help

consumers to make choices on the product to

purchase and also teach them in what way to

use product, its name, and price, content and

appropriate information. Minor packaging

material or dimension changes to the FMCG

item do not significantly affect the buying

pattern of consumer for FMCG products on

the retail shelf .

(Baig, Iqbal, Naheed, & Irshad,

2009)The findings show the positive impact

of packaging on brand experience. So this

study suggests to Food Manufacturing

companies that they focused on Product

packaging through which they can get the

brand loyalty.

(Nilforushan & Allameh Haeri,

2015)The study concluded that the taste of

target market, which is different in terms of

age, income, taste, the level of education,

etc., needs to be recognized and an

appropriate product/service should be

provided for them. Many marketing and

advertisement professionals look forward to

an effective and efficient planning to

advertise their products/services. Therefore,

they consider methods to persuade their

customers to make a purchase. Packaging is

one of the most important marketing tools in

selling many products, especially

consumable products. As most of purchases,

especially in large and chain shops, are made

without previous schedule, the role of

packaging in attracting buyers is very

important. A packaging which is designed

beautifully and attractively can attract

customers successfully. Packaging can be a

distinguishing factor from competitors

which is a kind of competitive advantage. A

creative packaging can even change

customers’ perception toward a product and

make a new situation in purchase.

(Hussain, Ali, Ibrahim, Noreen, &

Ahmad, 2015)The study concluded that the

quality of the packaging material can save

product, attractive product, more preferable

product and positive perception toward the

product. Beautiful background, color, shape,