Packaging for Saffola Rice

Topics: Marketing, Decision making, Scientific method Pages: 3 (461 words) Published: November 25, 2011

* Introduction and Background
* Research Objectives
* Variables
* Type of Study
* Sampling
* Hypotheses
* Research Design
* Assumptions
* Delimitations


Packaging is a very important marketing strategy to glamorize your product in order to attract the consumer’s attention. Sometimes packaging is so important that it cost more than the product itself in order to lure the consumers to buy it. Most consumers judge a product by its packaging before buying. So it is logical to say attractive packaging is crucial in order to get the first time buyers to buy your products. There are many elements involved in the success of a product and packaging is one of the key drivers of purchase. This report is to understand the role of packaging in the success of the product, it is important to know the key elements in packaging which are working or not working for the consumer. The various forms of packaging types that are available to us are Tetra pack, Plastic bags, Tins , Paper bags, Plastic bottles, Tubes, Soft pouches, Nozzle bottles, Gunny bags, Paper boxes. In the case of Rice purchase it is observed that packaging is seen important however not critical. (Most consumers were buying branded rice in 20 kg jute bags and were driven more by price vs. packaging.)

Research Objectives

To evaluate the new packaging for Saffola rice.
Basic studies have reflected on the need for a new packaging. Once the packaging is confirmed at the outset, it is imperative to notify the credibility the packaging lends to the rice inside and to understand the drivers of these impressions. Also it gives an opportunity to capture cues for improvement.


* Dependent :Purchase Preference,
* Independent : Overall packaging
* Intervening: Introduction of a new packaging concept by competitor, change in requirement/ need....
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