Project Report on Effect of Packaging and Labeling Information on Consumer Learning With Respect to Food Product in Punjab..

“Effect of packaging and labeling information on consumer learning with respect to food product in

Punjab (India)”

Submitted to Lovely Professional University

In partial fulfillment of the requirements for the award of degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by:

Group No TM04

Asad Gour RT1901 “B43”

Rajan Kumar RT1901 “A17”.

Prashant Kumar RT1901 “A19”

Chandan Kumar. RT1901 “B58”

Supervisor:

Mr. Abhishek Dutta

Senior lecturer.

DEPARTMENT OF MANAGEMENT

LOVELY PROFESSIONAL UNIVERSITY

PHAGWARA

(2011)

1

TO WHOMSOEVER IT MAY CONCERN

This is to certify that the project report titled “________________________________________

_____________________________________________________________________________”

carried out by Mr._________________(student name), S/o or D/o____________(Father’s Name)

has been accomplished under my guidance & supervision as a duly registered MBA student of

the Lovely Professional University, Phagwara. This project is being submitted by him/her in the

partial fulfillment of the requirements for the award of the Master of Business Administration

from Lovely Professional University.

His dissertation represents his original work and is worthy of consideration for the award of the

degree of Master of Business Administration.

___________________________________

(Name & Signature of the Faculty Advisor)

Date:

2

DECLARATION

I, "________________________________(student's name)”, hereby declare that the work

presented herein is genuine work done originally by me and has not been published or submitted

elsewhere for the requirement of a degree programme. Any literature, data or works done by

others and cited within this dissertation has been given due acknowledgement and listed in the

reference section.

_______________________

(Student's name & Signature)

_______________________

(Registration No.)

Date:__________________

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Acknowledgement:

It was a great pleasure and a unique experience to work on this project and on its completion. We

would like to express my sincere thanks and gratitude to those who have extended their valuable

time, co-operation and guidance during the time of the study.

Completing a project without proper guidance is like sailing alone in an ocean without a

compass. We must affirm our thankfulness to our guide Mr. Abhishek Dutta for their kind

guidance, during my capstone project.

We must put on record our gratitude towards our faculty, without whom we, would not have

reached to the conclusion of the project. It was through their efforts that we could complete the

project well in time.

The respondents constituted the back bone of the project. Thanks to the respondents who had

taken out some time out of their busy schedule to fill in my questionnaire without which the

survey could not have taken place.

Prashant Kumar

Chandan Kumar

Asad Gour

Rajan Kumar

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Executive Summary

Objective/purpose of the study

This descriptive study aims to identify the most important factors which influence consumers’

learning after reading the packaging information on the food product.

Scope of the study

The study has been conducted in Ludhiana, Jalandhar and Phagwara of Punjab.

It is decided to consider all malls in these places like big bazaar, vishal mega mart, easy

day, where can easily find out the respondent for the survey.

Methodology

The study was descriptive in nature with survey method being used to complete the study

because this research is the most commonly used and the basic reason for carrying out

descriptive research is to identify the consumer learning through the information given on

food products. Population of research has been taken the people of various cities of

Punjab. A sample size of “500” consumers of Punjab (100 respondent from Ludhiana,

200 respondent from Jalandhar and 200 respondent from Phagwara) are taken for the

purpose of study and analysis. The sampling technique has been used; Simple random

sampling technique for choosing the various cities of Punjab that is Ludhiana, Phagwara,

and Jalandhar, quota sampling for dividing the number of respondent in the selected city

(Ludhiana, Phagwara, and jullundhar) 100 respondent from Ludhiana, 200 respondents

from Jalandhar and 200 respondents from Phagwara, and Convenience sampling

technique for collecting the data conveniently from the mall of selected cities of Punjab

for the survey. Primary data was collected with the help of structured questionnaire and

personal interview with consumers and for analysis of collected data we will use SPSS,

Microsoft excel.

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Findings

The study shows the people of Punjab really health Conesus.

Packaging information plays important role to make purchase decision of customer.

The mostly consumers check the content detail, nutritional facts and the way of using.

The packaging information is significantly effect on consumer learning.

The most important thing is all respondents are aware about the food packet information.

All respondents are checking packaging information at the time of purchasing food

products.

Recommendation

After analyzing the facts and by talking to the people following suggestions came out: -

1. The information provided by companies on food packet, the font size is much smaller

which is not seen clearly to all therefore companies should give it in appropriate size for

clear view to all on food packet.

2. The 2nd most important thing is that in some cases abbreviation are used for few words

that is not understandable to some people. So there should be full name must be given

with abbreviation.

3. During conversation with respondents many of them said that in some product they were

not able to find the information easily due to the information is given in some case at the

bottom of the packet, in some case at the upper side of the packet, and sometime they did

not find the information that is useful to them. So therefore companies should try to give

it at a fixed place every time which can be found by the customer easily.

4. The information provided by companies on food packet, should be in contrast and deep

color for the purpose of visibility.

5. The language used for packaging information should be simple and the easily

understandable by customers.

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TABLE OF CONTENT

S. No NAME OF THE TOPICS PAGE NO.

1 Chapter - 1 :

a) Introduction to the topic 08

b) Consumer learning 09

2 Chapter - 2 :

a) Review of literature 10-14

Chapter – 3 :

a) Need of the study 15

b) Objective of the study 16

c) Scope of the study 16

d) Research methodology 17-19

e) Hypothesis 19

f) Factor analysis 20-25

Chapter – 4 :

a) Data analysis 27-29

b) Demography analysis by charts & bar graph 30-37

Chapter – 5 :

a) Findings 38

b) Conclusion 39

c) Limitation 40

d) Recommendation 41

e) Reference 42-43

f) Important URL 44

g) Appendix (questionnaire). 45-47

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CHAPTER-1: INTRODUCTION TO THE TOPIC

Packaging is the science, art and technology of enclosing or protecting products for distribution,

storage, sale, and use.

The objective of foodstuff packaging is to guarantee that consumers have access to complete

information on the content and composition of products, in order to protect their health and their

interests. Other information may provide details on a particular aspect of the product, such as its

origin or production method. Some foodstuffs, such as genetically modified organisms,

allergenic foods, foods intended for infants or even various beverages, are also subject to specific

regulations.

In 1990, the Nutrition Packaging and Education Act went into effect. The USDA and the FDA

designed the requirements so that consumers would have useful information about the food they

eat. According to the Nutrition Packaging and Education Act, all food packets must contain the

following information:

Common name of the product

Name and address of the product’s manufacturer

Net contents in terms of weight, measure or count, and:

Ingredient List – Lists the ingredients in descending order of predominance and weight. In

Crispy Crunches, the ingredients are listed at the bottom of the label. As you can see, the

predominant ingredient is corn, next is oil, then cheese, etc.

Serving Sizes – Each package must identify the size of a serving. In Crispy Crunches, one

package contains one serving. The nutritional information given on the food packet is based

on one serving of the food.

Nutrition Facts – each package must identify the quantities of specified nutrients and food

constituents for one serving. From this information, you can gleam some very useful

information.

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Consumer learning:

A process by which individuals acquire the purchase and consumption knowledge and

experience that they apply to future related behavior.

Information given on the packet of food product helps consumer to make cognitive learning in

their mind. The cognitive learning may influence the consumer buying behavior and make

different perceptions about product.

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(Some pics of food product on which it is showing the packaging information)

CHAPTER-2: REVIEW OF LITERATURE

Drichoutis, Andreas C., Panagiotis Lazaridis, and Rodolfo M. Nayga (2006) Diet-related

health problems have increased dramatically over the last few years. Consequently, nutritional

packaging has emerged as an important aspect of consumers' food purchase decisions.

Nutritional content in food products is considered to be a credence attribute. However, if

trustworthy nutritional labels are available, nutritional labels could function as a search

characteristic. This paper synthesized the results of empirical research related to nutritional label

use. The summary of results presented in this paper provides valuable information for directions

for future research and development of theoretical and empirical studies. Our review indicates

that several factors affect the use of nutrition information, but a number of these factors have

conflicting effects due to differences and diversity in methodology, data, timing, location, and

scope of the studies. In addition, although there is some consistency as to which general factors

are considered by researchers, the range of factors included in the individual studies varied

considerably. There also seems to be a need to broaden research in specific directions in order to

increase the generalizability of the findings. Petra Tenbült, et.al (2007) The purpose of this

paper is to provide insight into whether GM-packaging leads to different processing behavior of

food stimuli compared to when products are not labeled. A task was designed to investigate

people's categorization behavior as a function of information provided. In two studies each

participant was randomly allocated to either the experimental "GM-labeled condition", or the

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control "non-labeled condition". Different processing strategies and different characteristics are

used to judge products that are labeled as genetically modified or not. GM packaging of foods is

interpreted to induce analytical processing of information and therefore the products are

classified relatively more often on the basis of verifiable categorization criteria compared to

when they were not labeled as GM. When products are not labeled as GM, information is more

likely to be automatically processed and non-verifiable categorization criteria are used. This is

the first study to examine the processes that packaging as GM brings about. The categorization

criteria on the basis of which the participants classified the products into two groups were scored.

Six different criteria were mentioned by the participants (whether they ate it or not, whether it

was healthy or not, whether the products were vegetable or animal, whether it was natural or not,

whether it was a processed product or not and whether it they accepted it or not). We regrouped

the criteria in two major groups, namely the "verifiable categorizations. Hilary Oliver (2008) so

many consumers are taking time to read nutrition labels, there is also a marketing opportunity for

food manufacturers to provide consumer-friendly information on labels that may entice shoppers

to switch brands at the point of purchase," said Deepak Varma, senior vice president of Nielsen

Customized Research. "Food marketers can make relatively low investments in pack and

packaging changes compared to advertising and promotions, and drive significant sales. Alan

Osborn (2009) A proposed regulation on the provision of food information to consumers --

suggests, has a rather broader remit than the simple packaging of food and drink products. In

respect of actual packaging, the proposed resolution clarifies the responsibility for packaging in

respect of different food business operators along the supply chain, introduces a minimum print

size for carrying information on labels, and requires that information on allergenic ingredients

should be available for non-pre-packed foods sold through retail and catering outlets. At present

there were no comprehensive rules on compulsory packaging in the EU and the present legal

provisions have become simply confusing, thus giving rise to legal uncertainty. . Uniform EU

rules on food packaging "is a necessary step", such uniformity would make for transparency in

the interests of consumers and would offer food enterprises a greater degree of legal certainty,

since a whole series of existing provisions would be combined in the new regulation. Jennie

Feight, Nashat Zuraikat (2009) the issue of cloned food packaging came to the forefront on

January 15, 2008, with the release of a controversial report by the Food and Drug Administration

(FDA). This paper aims to explore issues surrounding cloned food sources, specifically the

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increasingly vocal demands by the American public for mandatory packaging. This paper

reviews literature to examine the culture and structure of the FDA over the past ten years.

Ethical, economic and public health concerns surrounding cloned food sources are also

examined. Comparisons are made to the shared history of genetically modified organisms

(GMOs). Political process and implementation of the Cloned Food Packaging Act (S. 414) are

explored. The FDA faces legal and cultural pressure to speed medications to market. The

processes created by this struggle also affect the regulation of agriculture; this can be seen in the

similar histories of GMOs and cloned food. Ethical issues surrounding cloned food packaging

include animal welfare and the usurpation of the creator's role. Nicholas J Ollberding (2010)

this research indicates that a simple logo helped students identify healthful food choices, and

positively influenced food choice," commented Professor Freedman. "It would be interesting to

determine if a combination of point-of-purchase nutrition information, coupled with economic

incentives (e.g. lower prices for healthier foods) would further drive consumers to choose these

healthier food items. We must aggressively test such options in light of the increasing threat of

obesity to the health of our society. Low rates of label use also suggest that national campaigns

or modification of the food label may be needed to reduce the proportion of the population not

using this information. Possible changes to the current label that have been suggested include

bolding calorie information, reporting the total nutrient intake for foods likely to be consumed in

a single sitting, and using more intuitive packaging that requires less cognitive processing such

as a red, yellow, and green 'traffic light' signs on the front of the label. The food label alone is not

expected to be sufficient in modifying behavior ultimately leading to improved health outcomes,

but may be used by individuals and nutrition professionals as a valuable and motivating tool in

our efforts to combat obesity and diet-related chronic disease. Swati Bhardwaj (2010) The Food

Safety and Standards Act 2006, amended in 2008, says food items should carry labels that

include the weight of the product, list of ingredients present and nutrition information-including

total calories (energy value) as well as amounts of protein, carbohydrate, fat, sodium (salt),

sugars, dietary fibre, vitamins and minerals. According to Anoop Mishra, director and head of

the department of diabetes, obesity and metabolic diseases, Fortis Hospitals, New Delhi, it is a

myth that if a label says "cholesterol free", then the product will not affect blood cholesterol

levels. , the small-scale manufacturers either skip this packaging procedure or mislead the

consumers through false claims," says Swati Bhardwaj, nutritionist, National Diabetes, Obesity

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and Cholesterol Foundation (N-Doc), New Delhi. Even larger companies, some playing by more

stringent rules in international markets, are guilty of misleading with labels such as "heart

healthy", "fat free" or "sugar free", based on myths and half-truths. Kala Vijayraghavan, Ratna

Bhushan. (2010) Most food companies in India have started reducing portion sizes and are

reformulating existing products to reduce saturated fat, cholesterol, added sugars and sodium in

line with global trends. Food and beverage companies are gearing up to meet the requirements of

the integrated food law that will be mandatory this year, say industry players. The unified food

law plans to set up, among other things, mandatory packaging of ingredients, and a scientific

panel to audit the claims made by functional foods flooding the market. The food law will also

include a feature called 'food recall'. Hawkes, Mintel (2004),As at least 65 per cent of food

purchase decisions are made in-store, food labels are clearly intended to influence consumption

choices at point of purchase by providing information relevant to the decision in hand. They

combine size, color, images and informative Packaging can also directly reinforce advertising and

other brand communications, and stimulate an interpretation of the meaning of these

communications in relation to these and other associations already stored in consumers' minds.

The meaning a consumer ascribes to a food can be related to a variety of different attributes the

food is perceived to possess, such as a particular health or social value. Dimara Efthalia,

Skuras Dimitris (2005) The purpose of this work is to examine the range of information

consumers seek on labels of quality products and construct an indicative check-list of various

types of informational packaging as well as to examine whether quality of information demanded

segregates the market-creating segments to be targeted by firms. The study records the range of

informational packaging sought by consumers as well as critical factors influencing their

consuming behavior. Informational packaging linking product to place ranks top among a wide

set of information sought on labels. A Poisson count data model reveals that consumers’

willingness to acquire information from labels is influenced by various socio-economic

characteristics and, in general, high demand for information is associated with higher

expenditures for wine. Singla Manisha (2010) Nutritional packaging of food products is not

mandatory in India at present and the Indian Government is on the verge of introducing a code of

conduct for it. The aim of this paper is to provide some initial guidelines for the above-said

purpose so as to have consumer friendly packaging policies. Food labels are read by the

consumers for brand comparisons and not for consulting nutritional information. Difficult

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terminology, small font size and inability to understand nutritional labels are the major problems

encountered by the consumers. Television, friends, magazines are commonly used for assessing

nutritional information. Labels are considered more consumers friendly when benchmarks

regarding serving size are provided. Income level, size of household, number of children and age

did not play a role in the usage of nutritional labels by the consumers. Consumers with special

dietary needs used nutritional labels regularly. A. Stuart Stephen (2010) This pilot study for a

larger research project aims to quantify and categories elements of food label information and

establishes an indicative physical relationship between mandatory and other information thereby

articulating the relative balance between information intended to inform healthy dietary choices

and that intended to perform other functions such as aiding purchase decisions. Findings indicate

the amount of available space on labels devoted to mandatory information ranged between 17

and 31 per cent, whilst the amount allocated to commercial information ranged between 18 and

45 per cent. Unoccupied space varies between 32 and 54 per cent. This indicates there is an

imbalance between mandatory and commercial information, with the weighting in favour of the

latter. Borin Norm, Obispo San Luis, Cerf C. Douglas (2011) The purpose of this paper is to

investigate the impact of different levels of environmental information on key consumer metrics.

More specifically, it aims to evaluate environmentally benign products against those that have

negative environmental impacts. The results show that consumer perception of product quality,

value, and purchase intentions does not differ significantly between products with positive

environmental messages and those without any message. Products with positive environmental

messages are viewed better than products with negative environmental messages. It is also found

that the impact of environmental information is greater for consumable products.

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CHAPTER-3: Need, Objective, Scope & Methodology

Need of the study

SOURCE:- www.unifem.org.in/.../Punjab/Punjab%20A%20brief%20Profile.pdf -

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Today consumers are more educated than previous 20 year as we seen in above table hence the

awareness of consumer about packaging information has increased. Thus the study is very useful

for food industry to understand the consumer buying behavior related to food products. Because

the literacy rate of Punjab in 1991 was 58.51% which increases in 2001 to 74.19% which is

showing there are great development of Punjab during census 1991 to 2001 in education because

it leads the whole development that’s why we feel the need of this study means people how

much become and what effect came due to literacy about their right and responsibility with

respect to purchasing of any food products.

Objective:-

To know the factors which influence consumer’s learning after reading the packaging

information on food product.

Scope of the study

The study has been conducted in Ludhiana, Jalandhar and Phagwara of Punjab

It is decided to consider all malls in these places like big bazaar, vishal mega mart, easy

day, where can easily find out the respondent for the survey.

16

Research methodology

Research in common parlance refers to a search for knowledge. One can also define research as a

scientific and systematic search for pertinent information on a specific topic. According to

Clifford Woody1 research comprises defining and redefining problems, formulating hypothesis

or suggested solutions; collecting, organizing and evaluating data; making deductions and

reaching conclusions; and at last carefully testing the conclusions to determine whether they fit

the formulating hypothesis.

Research design

The study- The study was descriptive in nature with survey method being used to complete the

study because this research is the most commonly used and the basic reason for carrying out

descriptive research is to identify the consumer learning through the information given on food

products. Descriptive research is also called Statistical Research. And it describes data and

characteristics about the population or phenomenon being studied. Descriptive research answers

the questions who, what, where, when and how.

1 - CLIFFORD WOODY Professor of Education, University of Michigan

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The main goal of this type of research is to describe the data and characteristics about what is

being studied. Here we are also going to find out the effect of packaging information on

consumer learning with respect to food product.

Sampling design:

Population

Population of research was the people of various cities of Punjab (Ludhiana, Jalandhar

and Phagwara).

Sample size

A sample of “500” consumers of Punjab (100 respondent from Ludhiana, 200 respondent

from Jalandhar and 200 respondent from Phagwara) are taken for the purpose of study

and analysis.

Sampling unit:

Sample unit of study was the area of Ludhiana, Phagwara and jullundhar, and in sample

unit it is decided to consider the mall of these areas which named as vishal mega mart,

big bazaar, and easy day.

Sample element:

The sample element was the each and every consumer who purchasing packed food

products in the organized mall in various cities of Punjab like Ludhiana, Phagwara and

Jalandhar.

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Sampling technique

The sampling technique has been used Simple random sampling technique for

choosing the various cities of Punjab that is Ludhiana, Phagwara, and Jalandhar.

The quota sampling has been used for dividing the number of respondent in the selected

city (Ludhiana, Phagwara, and jullundhar) 100 respondent from Ludhiana, 200

respondents from Jalandhar and 200 respondents from Phagwara.

The Convenience sampling technique has been used for collecting the data conveniently

from the mall of selected cities of Punjab for the survey.

Data collection:

Data was collected through primary and secondary sources.

Primary data:

Primary data was collected with the help of structured questionnaire and personal

interview with consumers.

Secondary data:

Source of secondary data was collected with help of published, journals and magazines,

the websites.

Method of data analysis:

Analysis of data is a process of inspecting, cleaning, transforming, and modeling data

with the goal of highlighting useful information, suggestion, and supporting decision

making. And for analysis of collected data we will use SPSS, Microsoft excel.

HYPOTHESIS

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Null hypothesis

H0- all variable have same effect on consumer learning with respect to food packaging

information

Alternative hypothesis

H1 – all variable don’t have same effect on consumer learning with respect to food

packaging information.

Factor analysis

20

21

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling

Adequacy..807

Bartlett's Test of

Sphericity

Approx. Chi-Square 3.294E3

Df 210

Sig. .000

Communalities

Initial Extraction

respondent's view about mfg. date. 1.000 .657

respondent's view about exp. date. 1.000 .728

respondent's view about price. 1.000 .702

respondent's view about weight. 1.000 .745

respondent's view regarding isi mark. 1.000 .658

respondent's view regarding batch no. 1.000 .734

respondent's view regading packaging date. 1.000 .442

respondent's view regarding content detail. 1.000 .402

respondent's view regarding company name. 1.000 .621

respondent's view regarding product name. 1.000 .723

respondent's view regarding company tag line. 1.000 .658

respondent's view regarding logo of brand. 1.000 .663

respondent's view regarding contact no. & website. 1.000 .642

respondent's view regarding tax detail. 1.000 .655

respondent's view regarding nutritional facts. 1.000 .539

respondent's view regarding trade mark. 1.000 .644

respondent's view regarding term and condition. 1.000 .677

respondent's view regarding food grade. 1.000 .582

respondent's view regarding vege or non vage segment. 1.000 .495

respondent's view regarding mfg. address. 1.000 .585

respondent's view regarding way of using. 1.000 .494

Extraction Method: Principal Component Analysis.

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Total Variance Explained

Component

Initial Eigenvalues

Extraction Sums of Squared

Loadings

Rotation Sums of Squared

Loadings

Total

% of

Variance

Cumulative

% Total

% of

Variance

Cumulative

% Total

% of

Variance

Cumulative

%

1 4.576 21.790 21.790 4.576 21.790 21.790 2.820 13.429 13.429

2 3.235 15.403 37.193 3.235 15.403 37.193 2.264 10.779 24.208

3 1.755 8.358 45.551 1.755 8.358 45.551 2.252 10.723 34.931

4 1.301 6.195 51.746 1.301 6.195 51.746 2.049 9.757 44.688

5 1.121 5.336 57.082 1.121 5.336 57.082 2.031 9.673 54.361

6 1.059 5.045 62.127 1.059 5.045 62.127 1.631 7.765 62.127

7 .937 4.460 66.587

8 .769 3.663 70.250

9 .706 3.364 73.614

10 .661 3.150 76.764

11 .637 3.033 79.797

12 .595 2.835 82.632

13 .523 2.493 85.124

14 .505 2.404 87.529

15 .461 2.195 89.724

16 .441 2.099 91.823

17 .411 1.955 93.778

18 .397 1.891 95.669

19 .342 1.626 97.295

20 .312 1.485 98.781

21 .256 1.219 100.000


Analysis:-

Screen plot shows the eigenvalues against the component number. It means it also shows

extraction of that factor which eigenvalues is at least 1 or greater than 1. So by the above screen

plot we can say we have got six factors among all 21 components which eigenvalues is greater

than 1.

Component Matrix

Component

1 2 3 4 5 6

respondent's view about mfg.

date..531 -.509 -.100 -.272 .179 .009

respondent's view about exp.

date..445 -.621 -.093 -.348 .115 .016

respondent's view about price. .435 -.449 -.084 .308 .216 .404

respondent's view about

weight..492 -.067 -.182 .555 .320 .232

respondent's view regarding

isi mark..481 .049 -.319 -.336 .428 -.162


batch no..469 .552 -.120 .117 .342 -.257


packaging date..596 -.137 -.070 -.233 -.093 .024


content detail..574 .210 .069 .023 .137 -.069


company name..434 -.324 .567 -.007 .055 -.060


product name..315 -.388 .679 -.105 .035 .029


company tag line..321 .455 .474 .075 .124 .318

23


logo of brand..418 .435 .395 -.310 -.023 .217


contact no. & website..367 .639 .285 .110 -.077 .000


tax detail..442 .543 -.379 .088 .040 .112


nutritional facts..643 -.034 -.128 .099 -.296 -.103


trade mark..514 .297 -.276 -.432 -.166 .039


term and condition..374 .283 -.188 -.062 -.480 .433


food grade..570 -.098 -.032 .163 -.357 -.303


vege or non vege segment..389 -.483 -.029 .168 -.277 -.067


mfg. address..382 .274 .213 .188 -.035 -.531


way of using..439 -.416 -.089 .313 -.143 -.038


a. 6 components extracted.

Rotated Component Matrix

Component

1 2 3 4 5 6


mfg. date.-.080 .694 .259 .237 -.018 .214


exp. date.-.233 .715 .270 .260 -.046 .143


price.-.131 .234 .204 .177 .038 .746

24


weight..288 .058 .184 -.045 .009 .789


isi mark..378 .701 -.047 -.128 .012 .074


batch no..818 .141 -.032 -.162 .080 .106


packaging date..105 .462 .326 .150 .292 .062


content detail..501 .213 .145 .148 .201 .149


company name..106 .148 .240 .719 -.047 .103


product name.-.044 .124 .138 .827 -.033 .044


company tag line..423 -.195 -.239 .404 .432 .183


logo of brand..367 .086 -.168 .389 .572 -.117


contact no. & website..619 -.242 -.006 .147 .421 -.048


tax detail..506 .100 .034 -.390 .443 .201


nutritional facts..239 .191 .596 .016 .279 .111


trade mark..255 .446 .134 -.165 .552 -.174


term and condition.-.016 -.027 .223 -.149 .773 .080


food grade..251 .098 .701 .076 .108 -.007


vage or non vage segment.-.160 .152 .617 .170 -.023 .190


mfg. address..638 -.080 .335 .143 -.099 -.168


way of using.-.040 .127 .578 .103 -.057 .357

25

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 14 iterations.

Component Transformation Matrix

Compo

nent 1 2 3 4 5 6

1 .483 .466 .491 .253 .385 .309

2 .648 -.340 -.361 -.293 .439 -.234

3 .111 -.342 -.134 .909 -.022 -.163

4 .191 -.641 .315 -.116 -.275 .604

5 .336 .365 -.613 .068 -.454 .409

6 -.429 -.077 -.367 .081 .614 .540

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

26

CHAPTER-4: Analysis and interpretation

We have used factor analysis test to analyze the data which is collected through the survey.

Factor analysis is used for data reduction and summarization. As we have used 21 variables for

our study that is to know the factors which influence consumer’s learning after reading the

packaging information on food product, and after applying the factor analysis on the collected

data we reduced them into six factors which are obtained by gathering together the variables that

have high correlation into one factor. The output tables of the factor analysis are shown below.

For applying the factor analysis test first of all need of apply the Bartlett’s test of sphericity or

the Kaiser-Meyer-Olkin (KMO) test on collected data to measure the sampling adequacy which

will tell us about the correlation between the variables. If the correlations between the variables

are small, it means less than 0.5 than factor analysis may not be appropriate for that data. It

means the value of KMO to measure of sampling adequacy should be greater than 0.5 in order to

run factor analysis appropriately but in the case of our study it came out 0.807 which shows the

data is appropriate for applying the factor analysis. Also the Bartlett’s test statistics was

significant i.e. we rejected the null hypothesis which stated that there is no correlation between

the variables. Principle component factor analysis was used which considers the total variance in

the data. Then the factors were chosen based on Eigen values associated with them which must

be at least 1.00. Varimax procedure was used to obtain rotated component matrix in which it is

considered that entire variable which value came out more than 0.5 and through it we have

gathered all derived variable under 6 factors. From the correlation matrix we can see that the

variables combined under one factor have high correlation. The commonality for a variable

indicates the variance in the variables that is explained by the six factors obtained.

27

The factors obtained from the analysis are as follows:

FACTORS VARIABLES

Manufacturing attribute

batch no

content detail

Contact no. & website

tax detail

manufacturing address

Standardized product

ISI mark

exp. Date

manufacturing date

Product detail

nutritional fact

food grade

veg or non-veg segment

way of using

Brand detail

product name

company name

Legal attributes

logo of the brand

trade mark

term & condition

weight

28

Product value

price

Our null hypothesis is rejected because all factors do not have same effect on the consumer

learning with respect of food packet. And our alternative hypothesis is selected and we conclude

that: -

The output of the factor analysis is obtained by requesting the principle component analysis. We

get the output comprises the communality for all 21 variables and the Eigen value of the factor

which have Eigen value of 1 or more than 1. The first step in interpreting the output is to look at

the factor extracted. The last column of table of total variance shows that the six factor extracted

together account for 62.127% or 62% of total variance this is good deal because with only six

factor. I have lost only about 37.873% or 38% of the information content while 62% is retain by

the six factors extracted out of the 21 original variables.

The first factor which named as manufacturing attribute identifies with variables like (batch

no, content detail, contact no. & website, tax detail and manufacturing address). The second

factor which named as standardized product identifies with variable like (ISI mark, exp. date,

manufacturing date), third factor which named as product detail identifies with variable like

(nutritional fact, food grade, veg or non-veg segment and way of using), Fourth factor which

named as brand detail identifies with variable like (product name and company name), Fifth

factor which named as legal attributes identifies with variable like (logo of the brand, trade

mark and term & condition), and six factor that named as product value identifies with variable

like (weight and price).

29

THE DESCRIPTIVE ANALYSIS OF THE DEMOGRAPHIC OF THE SAMPLE FROM

THE DATA COLLECTED CAN BE SHOWN BY THE BAR GRAPHS BELOW:

Age group :-

Age Total Percentage18 – 21 73 14.6%22 - 35 291 58.2%36 – 45 109 21.8%

45 – above 27 5.4%500 100%

Analysis

30

The above table and bar graph showing the Age of the respondents those who participated in the

survey According to the analyzed bar graph, the findings conclude that almost 58% of the

respondents of our survey belongs to 22-35 age group, 22% of survey come under 36-45, 15%

of survey come in under 18-21 and above 45are only 5%.

Gender :-

Gender Total PercentageMale 409 81.8%

Female 91 18.2%500 100%

Analysis

The above table and pie chart showing the gender of the respondents those who participated in

the survey According to the analyzed pie chart, the findings conclude that almost 82% of the

respondents of our survey is male and 18% of our Respondent of our survey is female.

31

Occupation:-

Occupation Total PercentageStudent 223 44.6%

Self employed 125 25%salaried 105 21%

Any other 47 9.4%500 100%

Analysis

The above table and bar graph showing the occupation of the respondents those who participated

in the survey and it is showing the occupation of respondent. According to the analyzed bar

graph, the findings conclude that student are the bigger part of our respondent because they are

total 44.60% , than self employed which is 25% , salaried 21% and the person who are not

student, not self employed, not salaried that is 9.40%.

32

Income own or family (p/month.):-

Details Total Percentage15000-20000 88 17.6%20000-30000 257 51.4%

30000-35000 94 18.8%35000-above 61 12.2%

500 100%

Analysis

The above table and bar graph showing the income of the respondents in which we analyzed that

the most people income is 20000-30000 that is 51% total of our respondent and after that people

are belonging to 30000-35000 that is 19%, 18% people of our respondent income have 15000-

20000 and 12% have above 35000.

33

Are you aware about information given on food packet?

Total PercentageYes 500 100%No 0 0%

500 100%

Analysis:

The above table and pie chart showing the awareness of the respondents those who participated

in the survey According to the analyzed pie chart, the findings come out that all respondents

(100%) of our survey is aware about the information given on food packet.

34

If yes how did you come to know?

Total PercentageBy food packet 297 59.4%By dept. of consumer affair 131 26.2%Awareness programme by the govt. 53 10.6%Any other media. 19 3.8%

500 100%

Analysis

35

The above table and bar graph showing the source by which respondent get aware about the food

packaging information in which we analyzed that the most people got awareness, by food packet

that is 59% total of our respondent and after that 26% respondent have told “they got awareness

by department of consumer affair”. 11% got awareness by govt. awareness programme and 4%

told by any other media.

Do you check the information given on food packet before purchase?


500 100%

Analysis:

36

The above table and pie chart showing the how much percentage of total respondents are

checking the packaging information given on food product. According to the analyzed pie chart,

the findings come out that all respondents (100%) of our survey is checking the packaging

information before purchasing of food product.

Do you recommend others to check for the information on food packet before purchasing?


500 100%

37

Analysis:

The above table and pie chart showing the loyalty of respondents towards packaging information

of food product. According to the analyzed pie chart, the findings come out that all respondents

(100%) of the survey are loyal towards packaging information of food product.

CHAPTER-5: findings, Conclusion, Limitations &

Recommendations

Findings:

After analyzing the response of the consumer interviewing through questionnaire and

observation the following were found in the study.

The study shows the people of Punjab really health Conesus.

Packaging information plays important role to make purchase decision of customer.

The mostly consumers check the content detail, nutritional facts and the way of using.

The packaging information is significantly effect on consumer learning.

The most important thing is all respondents are aware about the food packet information.

All respondents are checking packaging information at the time of purchasing food

products.

38

Conclusion:

This study was carrying out with the objective of to know the factors which influence

consumer’s learning after reading the packaging information on food product, and on the

basis of survey we analyzed the result by which we can say packaging information plays

a vital role to get learn consumer about the food product related information. And now

today’s consumer are more health conscious that’s why they check information which is

very necessary in the case of food products like nutritional facts, packaging date, expire

date, and way of using that’s why we can say, really food packet information effect on

consumer learning.

39

Limitation of the study:

Money was the greatest limitations in carrying out the surveys.

The sampling was of convenience sampling, where the error could be of the highest level.

The sample size was 500 which can not represent the taste of a large no. of population.

The answer given by the respondents believe as true statement.

The response given by customers may be in botherness by some other factors.

The respondents in many cases were hesitant to give exact information.

Some facts cannot be represented in statistical form which is also a drawback.

Some questions were of subjective nature and could not be included in the interpretation.

40

Recommendation:

After analyzing the facts and by talking to the people following suggestions came out: -

1. The information provided by companies on food packet, the font size is much smaller

which is not seen clearly to all therefore companies should give it in appropriate size for

clear view to all on food packet.

2. The 2nd most important thing is that in some cases abbreviation are used for few words

that is not understandable to some people. So there should be full name must be given

with abbreviation, if it is use.

3. During conversation with respondents many of them said that in some product they were

not able to find the information easily due to the information is given in some case at the

bottom of the packet, in some case at the upper side of the packet, and sometime they did

not find the information that is useful to them. So therefore companies should try to give

it at a fixed place every time which can be found by the customer easily.

4. The information provided by companies on food packet, should be in contrast and deep

color for the purpose of visibility.

5. The language used for packaging information should be simple and the easily

understandable by customers.

41

Reference:

Drichoutis, Andreas C.et.al (2006) “Consumers’ Use of Nutritional Labels: A Review

of Research Studies and Issues” Academy of Marketing Science Review; Vol. 5 pg. 1

ISSN 15261794.

Petra Tenbült, Nanne De Vries, et.al (2007) “Effects of packaging on information

processing” British Food Journal; Vol.109, Iss. 4; pg. 305.

Hilary Oliver (2008) “Nutrition labels get more attention” Natural Foods Merchandiser;

Vol. 29, Iss. 9; pg. 1, 1 pgs

Alan Osborn (2009) “EU pushes ahead with additives and packaging legislation for food

and drinks sectors” Management briefing: Food information, just - Drinks. Bromsgrove;

pg. 7, 6 pgs

Jennie Feight, Nashat Zuraikat (2009) “Cloned food packaging: history, issues, and

bills”; International Journal of Pharmaceutical and Healthcare Marketing; Vol. 3, Iss.2;

pg. 149

Devson.c (2010)”Health Care, Hospitals; Nutritional Packaging and Point-of-Purchase

Signs Influence Healthy Food Choices” Biotech Business Week; vol.4 pg. 1069.

Kala Vijayraghavan, Ratna Bhushan (2009) “Food cos have a label solution” Tribune

Business News Washington.

42

Jennie Feight, Nashat Zuraikat (2009) “Cloned food packaging: history, issues, and bill

S” International Journal of Pharmaceutical and Healthcare Marketing. Vol. 3, Iss. 2;

pg. 149

Hawkes, Mintel (2004) “Food and nutrition information: a study of sources, uses, and

understanding", British Food Journal; Vol. 99 No.2, pp.43-99.

Dimara Efthalia,Skuras Dimitris (2005) “Consumer demand for informative packaging

of quality food and drink products: a European Union case study” Journal of Consumer

Marketing, vol. 22 No:2, pp:90-100 ISSN 0736-3761.

Singla Manisha (2010) “Usage and understanding of food and nutritional labels among

Indian consumers”, British Food Journal; Vol. 112,No:1, pp:83-92.

Stuart Stephen (2010) “The relationship between mandatory and other food label

information”, British Food Journal; Vol: 112, No:1, pp:21-31.

Borin Norm, Obispo San Luis, Cerf C. Douglas (2011) “Consumer effects of

environmental impact in product packaging”, Journal of Consumer Marketing, Vol. 28,

Number:1, pp:76-86, ISSN:0736-376.

43

Important URL

http://proquest.umi.com/pqdweb?

did=1135733971&sid=5&Fmt=3&clientId=129893&RQT=309&VName=PQD















44

http://proquest.umi.com/pqdweb?did=1882768001&sid=3&Fmt=3&clientId=129893&RQT=309&VName=PQD
















http://www.emeraldinsight.com/order_form.htm?ref=Abbott,%20R.%20+%281997%29+

%22Food%20and%20nutrition%20information:%20a%20study%20of%20sources,

%20uses,%20and%20understanding%22%2C+British%20Food%20Journal

%2C+Vol.99+No.2+pp43-9

http://www.emeraldinsight.com/journals.htm?articleid=1463998&show=abstract




APPENDIX

QUESTIONNAIRE

Name: - …………………………………………………………..

City: - …………………………………………………………….

Age group : -

18 – 21 22 – 35

36 – 45 45 – above

Gender :-

Male female

Occupation:- Student Self Employed Salaried If any other Than specify …………………………………………..

Income own or family (p/month.):- 15000-20000 20000-30000

30000-35000 35000-above

45





http://www.emeraldinsight.com/order_form.htm?ref=Abbott,%20R.%20+(1997)+%22Food%20and%20nutrition%20information:%20a%20study%20of%20sources,%20uses,%20and%20understanding%22%2C+British%20Food%20Journal%2C+Vol.99+No.2+pp43-9



1. Are you aware about information given on food packet? Yes No (If no than go question no 7)

1(a).If yes how did you come to know?

By food packet by dept. of consumer affair

Awareness programme any other media By the govt

Than specify……………………………………………………...

2. Do you check the information given on food packet before purchase?

Yes No (If no than go question no 8)

2(a).If yes than how often?

Always sometime

Often

3. Which information of food packet affects your learning more before purchasing? (please rate according to yourself 1 to 5)1- Definitely agree, 2- Probably agree, 3- Might or might not, 4- Probably not agree, 5-

Definitely not agree.

Sr. No

Factors 1 2 3 4 5

1. I would buy food product only after seeing the manufacturing date on the product.

2. I would buy food product only after seeing the expiry date on the product.

3. I would buy food product only after seeing the price on the product.

4. I would buy food product only after seeing the weight on the product.

5. I would buy food product only after seeing the ISI mark on the product.

6. I would buy food product only after seeing the batch no. on the product.

7. I would buy food product only after seeing the packaging date on the product.

8. I would buy food product only after seeing the content detail on the product.

46

9. I would buy food product only after seeing the company name on the product.

10. I would buy food product only after seeing the product name on the product.

11. I would buy food product only after seeing the company tag line on the product.

12. I would buy food product only after seeing the logo of brand on the product.

13. I would buy food product only after seeing the contact no. & website on the product.

14. I would buy food product only after seeing the tax detail on the product.

15. I would buy food product only after seeing the nutritional facts on the product.

16. I would buy food product only after seeing trade mark on the product.

17. I would buy food product only after seeing the term & condition on the product.

18. I would buy food product only after seeing the food grade on the product.

19. I would buy food product only after seeing the vegetarian. Or non- vegetarian segment on the product.

20. I would buy food product only after seeing the manufacturing address on the product.

21. I would buy food product only after seeing the way of using on the product.

4. Do you think the information given on food packet is useful?

Beneficial up to some extent

Not beneficial

5. What makes you unaware about information given on food packet?

Less advertisement less publicity

Never mind not shopping 6. Why don’t you check the information given on food packet before purchasing?

No need Unimportant

Others cause

Please specify…………………………………

7. Do you recommend others to check for the information on food packet before purchasing?

Yes No

8. Please share your any other feelings about food packet information.

___________________________________________________________________

47

___________________________________________________________________

___________________________________________________________________

THANKS FOR CO-OPERATION.

48

Project Report on Effect of Packaging and Labeling Information on Consumer Learning With Respect to Food Product in Punjab..

Documents

phagwara of punjab

packaging information

descriptive study

consumers of punjab

people of punjab

food packet information

purpose of study

labeling information