Consumer behavior towards the new packaging of FMCG products.
The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged FMCG products. This research utilized a focus group methodology to understand consumer behavior toward such products. The challenge for researchers is to integrate packaging into an effective purchasing decision model, by understanding Consumer’s behavior towards the packaging of FMCG products. When consumers search for and process information in-store, the product's package can contain relevant and useful information for the consumer. Product packaging forms the end of the 'promotion-chain' and is close in time to the actual purchase and may therefore play an important role in predicting consumer outcomes. Packages also deliver brand identification and label information like usage instructions, contents, list of ingredients or raw materials, warnings for use and directives for care of product.
“Packaging is the container for a product – encompassing the physical appearance of the container and including the design, color, shape, labeling and materials used” Packaging has a huge role to play in the positioning of products. Package design shapes consumer perceptions and can be the determining factor in point-of-purchase decisions which characterize the majority of shopping occasions In recent years the marketing environment has become increasingly complex and competitive. A product’s packaging is something which all buyers experience and which has strong potential to engage the majority of the target market. This makes it an extremely powerful and unique tool in the modern marketing environment.
In addition to its benefits in terms of reach, some marketers believe that packaging is actually more influential than advertising in influencing consumers, as it has a more direct impact on how they perceive and experience the product. “In most cases, the experience has been that pack designs are more likely to influence the consumer perception of the brand.” For products with low advertising support, packaging takes on an even more significant role as the key vehicle for communicating the brand positioning Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG), are products that are sold quickly at relatively low cost. Though the absolute profit made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be large. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, teeth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, light bulbs, batteries, paper products and plastic goods. FMCG may also include pharmaceuticals, consumer packaged food products and drinks. Some of the best known examples of Fast Moving Consumer Goods companies include:
General Mills, H. J. Heinz, Reckitt Benckiser, Sara Lee, Nestlé, Unilever, Procter & Gamble, Coca-Cola, Carlsberg, Kleenex, Kraft, Pepsi, Wilkinson and Mars. Unlike other economy sectors, FMCG share float in a steady manner irrespective of global market dip, because they generally satisfy rather fundamental - as opposed to luxurious - needs.
Rationale of the Study
Package design shapes consumer perceptions and can be the determining factor in pointof-purchase decisions that’s why termed as a Silent Salesman. while study the consumers behavior regarding packaging there are various attributes like Convenience, Brand name , Aesthetic components , Information it conveys (how to handle, use etc…) Packaging influence consumer to buy a particular FMCG brand in our study we have taken skin care , oral care , deodorants, hair care, cosmetics that is all home & personal care product we are taken the consumers perception towards the packaging in preserved product and...
Bibliography: Packaging:- Pluspack report, Nielsen research www. bbc research.com, Nielsen’s global packaging survey (2007) Packaging :- the point of purchase, Dickson, Rossiter and Percy Packaging:- visual presentation is superior to verbal presentation. Childers and Houston, Taylor and Thompson (1982) report Packaging :- reflected regional and lifestyle factors ,Lennart Bengtsson, President Nielsen Eastern Europe, Middle East and Africa (EEMEA).
1. Did packaging influence you to buy a particular product? a) Yes b) No 2. What is your priority towards packaging while purchasing a product? a) Protective packaging b) Eco-friendly packaging c) Convenience packaging d) All the above 3. Rate the parameter of packaging on scale 1-4 from most preferring to less preferring due to which you prefer to buy the product? Attributes Convenience Brand name Aesthetic(color, Information it Products shape , size, conveys. graphics) Skin care Hair care Oral care Deodorants Cosmetics 4. Rate the aesthetic components on scale 1-4 from most preferring to less preferring due to which you attracts towards the purchase of product? Aesthetic Color components Shape& Size Material use Text&Graphics
5. While purchasing preserved products what type of packaging do you prefer? a) Keep product clean & untouched. b) Keep product in good condition. c) Provide information regarding ingredients. d) Preserve food for long /lasting fresher. 6. Do you change the FMCG product you purchase as the packaging changes? a) Yes b) No
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