MINOR PROJECT REPORT
INFLUENCE OF PACKAGING IN BRAND SELECTION IN TOOTHPASTE INDUSTRY
SUBMITTED TO: SUBMITTED BY: Mr. Paramveer Singh Ashish Garg (LECTURER) BBA (B&I), III -SEM ROLL NO- 01121201810
MAHARAJA SURAJMAL INSTITUTE
RECOGNISED BY UGC, U/S 2 (F)
(AFFILATED TO GURU GOBIND SINGH
C-4, JANAKPURI, NEW DELHI – 110058
This is to certify that the project entitled “INFLUENCE OF PACKAGING IN BRAND SELECTION IN TOOTHPASTE INDUSTRY” prepared by Ashish Garg has been completed under my guidance and I am contended with the work carried out by him.
The project was successfully carried out by Ashish Garg in partial fulfillment of the Bachelor of Business Administration (BBA), IIIrd Semester, required to the award of degree of BBA from Guru Gobind Singh Indraprastha University
Mr. Paramveer Singh
(Department of Business Administration)
I acknowledge with gratitude and appreciation, my indebtedness to my mentor & guide, Mr. Paramveer Singh for allowing me to work on a very intrinsic part of Toothpaste Industry, “INFLUENCE OF PACKAGING IN BRAND SELECTION IN TOOTHPASTE INDUSTRY”.
I also thank him for the ideas and basic concepts he delivered and shared with me, as they helped me a lot in accomplishing this project of mine. It gave me enormous gratification to articulate my thankfulness and heart full sense of indebtedness to my dearest friend, Apurv Ranjan, Bragadesh Vishwanathan & my sister Anshika Garg.
Enrollment No. –01121201810
BBA (B&I), 3rd Sem.
TABLE OF CONTENTS
CHAPTER 1-INTRODUCTION: Objectives of the study
Limitations of the study
CHAPTER 2-ANALYSIS AND INTREPRETATION OF DATA
CHAPTER 3- FINDINGS AND RECOMMENDATIONS:
Consumer is king’ –the statement carries profound truth in it. Today the success of any firm depends upon the satisfaction of consumers. For satisfying the consumers the firm should know about the behavior of the consumers. In these circumstances understanding consumer is a very difficult task because of the changing technology, innovation, and changes in life style. Researchers conducted many research in this area, and they given only few suggestion, but there is no final conclusion. As per the ideas given by the researchers, there are two factors influencing the consumers such as intrinsic and extrinsic factors. It is difficult to classify consumers by conventional demographic factors and unless their thought process and buying behavior are fully understood, decisions on product designs and packaging, branding and distribution channels are likely to be misplaced. With the inevitability of change looming large over the horizon, Indian companies must learn from their western counterparts; not only to identify the sources, timing and direction of the changes likely to affect India, but also the new competencies and perspective that will enable them to respond to these changes, comprehensively and effectively. This study mainly focus on understanding the external factors like demographic, social, cultural ,price, quality ,product attributes etc for buying toothpaste. The market share of any product is highly determined by the purchasing behavior of the...
Bibliography: 3. William A Cohen, The Practice of Marketing Management - Analysis, Planning, and Implementation, MacMillan Publishing Company, 9th Edition, 1998.
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