Table of Contents - VNSGU

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Table of Contents Table ...................................................................................................................................... 4

Chapter 1: Introduction .......................................................................................................... 5

1.1 About Company ............................................................................................................... 5

1.2 HISTORY OF SUMUL ................................................................................................... 5

1.3 Company Profile .............................................................................................................. 6

1.4 OBJECTIVE OF SUMUL ............................................................................................... 8

1.5 VISION & MISSION ...................................................................................................... 8

1.5.1 Sumul's Vision Statement ......................................................................................... 8

1.5.2 VALUE ..................................................................................................................... 9

1.5.3 SUMUL'S MISSION STATEMENT ....................................................................... 9

1.6 OBJECTIVES: ............................................................................................................... 10

1.7 ORGANIZATION STRUCTURE ................................................................................. 11

1.8 Product of the sumul dairy ............................................................................................. 12

1.8.1 Bakery product ........................................................................................................ 12

1.8.2 Milk Product ........................................................................................................... 13

1.9 DAIRY INDUSTRY DETAILS .................................................................................... 14

1.9.1What is Dairy? ......................................................................................................... 14

1.9.2 Dairy Industry in India ............................................................................................ 14

1.10 Trends .......................................................................................................................... 15

1.10.1 Utilization of milk ................................................................................................. 16

1.10.2 Trends in Milk production .................................................................................... 17

1.11 SWOT Analysis ........................................................................................................... 17

1.12 About Topic ................................................................................................................. 20

1.12.1 Consumer Buying Behavior .................................................................................. 20

1.12.2 Packaging .............................................................................................................. 20

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1.12.3 Printed Information ............................................................................................... 21

1.12.4 Background-image ................................................................................................ 21

1.13 Need to understand ...................................................................................................... 21

Chapter 2: Literature Review ............................................................................................... 23

Chapter 3: Research Objective ............................................................................................. 29

1.3 Research Objective ........................................................................................................ 29

3.1.1 Primary Objective ................................................................................................... 29

3.1.2 Secondary objective ................................................................................................ 29

Chapter4: Research Methodology ........................................................................................ 30

4.1 Problem Statement ......................................................................................................... 30

4.2 Research Objective ........................................................................................................ 30

4.3 Research Design............................................................................................................. 30

4.4 Data collection ............................................................................................................... 31

4.5 Sampling Method ........................................................................................................... 32

4.6 Limitation of study ......................................................................................................... 32

4.7 Research scope ............................................................................................................... 32

4.8 Research Plan ................................................................................................................. 33

Chapter 5: Data Analysis ...................................................................................................... 34

5.1 Gender ............................................................................................................................ 34

5.2 Occupation ..................................................................................................................... 35

5.3 Do you purchase sumul product? ................................................................................... 36

5.3 Does packaging of a product impact your buying behaviour? .................................... 37

5.4 Do you read printed information on the package of product? ....................................... 38

5.5 Do you switch your brand due to change in packaging of existing brand? ................... 40

5.6 What is your priority towards packaging? ..................................................................... 42

5.7 Did design of product wrapper inspire you in purchasing? ........................................... 44

5.8 Do you evaluated product according to printed information while purchasing? ........... 46

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Chapter 6: Finding ................................................................................................................. 47

Chapter 7: Conclusion ........................................................................................................... 48

7.1Conclusion ...................................................................................................................... 48

Chapter 8: Reference ............................................................................................................. 49

8.1 Bibliography 1) .http://sumul.com/ ......................................................................... 49

Chapter 9: Appendix ............................................................................................................. 51

9.1Questionnaire ............................................................................................................... 51

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Table

Table 1Gender .......................................................................................................................... 34

Table 2 Occupation .................................................................................................................. 35

Table 3sumul product .............................................................................................................. 36

Table 4Buying Behavior .......................................................................................................... 37

Table 5Printed information ...................................................................................................... 38

Table 6Change in packaging .................................................................................................... 40

Table 7Priority ......................................................................................................................... 42

Table 8 inspire.......................................................................................................................... 44

Table 9printed information ...................................................................................................... 46

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Chapter 1: Introduction

1.1 About Company

Sumul or Surat Milk Union Limited, which is now renamed as The Surat District Cooperative

Milk Union Ltd, is one among the 12 district unions, 13 talks, 5 chilling centres, & 1055 Co-

operative societies which acts as manufacturing units of dairy products for Gujarat Co-

operative Milk Marketing Federation Limited, the marketers of Amul and Dhara brand of

products

The private trade was monopolizing the Milk market and exploiting both the Milk Producers

and Consumers alike. The milk procurement price which used to be fixed by the traders

(traditional Bhatia ‘s) was very low and was fluctuating from time to time at their sole

discretion. This has capitalized on the absence of any infrastructure and processing facilities

and has managed to keep producers from deriving equitable benefits from the marketable

surplus generated. As such their income from milk was very low and they had no incentive

for modern dairy farming. The farmers resented the system, but were helpless in the face of

these traditional constraints and to their own lack resources.

1.2 HISTORY OF SUMUL

In the year 1939 Sardar Vallabh bhai Patel went and met the farmers of an and told them that

for the trade of milk the dairy was necessary. At that time a person named Tribhuvana's Patel

came forward to take the leadership. During that time there was only one dairy ―POLSUN

DAIRY‖ which belongs to British‘s and they use to give very less price for milk to the India

Milkmen. In order to support the Indian farmer’s ―AMUL DAIRY‖ was established in the

year 1946 DR. Kurien was appointed at this dairy. Dr. Kurien along with Tribhuvandas Patel

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took the leadership. Indian becomes independent in the year 1947. In the meantime, AMUL

Dairy got order from the WHO to produce milk Powder from buffalo milk. Dr. Kurien& Mr.

Dalaya found the technique of producing milk from buffalo milk. After booking at this All

BahadurShatri took the visit of Ajampur village and promised them to provide with more

money for the systematic development of the dairy industry. For the proper development of

the dairy industry NDDB was established at Anand. NDDB started operation Flood–1

programmer for all dairies in 1971-72 in the year 1977 operation Flood-2 started.

Transportation machinery & pressmen of milk at low cost and give importance. In the year

1990- operation Flood-3 started. Here the farmers were, made aware about their right &

responsibilities high productivity of milk at low cost & so the co-operation of development

programs started.

the year 1998-99 two million tons of milk was produced in Indian & Indian becomes the

world ‘s first milk producing country. Which has more than 68 millions of American? So, it

was called ―White revolution

SUMUL has five chilling centers at Baji Pura, Navi Pardi ,Ucchal ,sumul dairy, sumuldan

for ensuring safe delivery of raw milk to SUMUL where the milk is processed and pack into

various type of liquid milk and by product to improve the nutritional feed given to the cattle

at village level, the co- operative has establishment a cattle feed factory at Chalthan. Sumul

also has oil refined oil at the village of DCS level

1.3 Company Profile

Sumul or Surat Milk Union Limited, which is now renamed as The Surat District Cooperative

Milk Producers' Union Ltd, is one among the 17 district unions which acts as manufacturing

units of dairy products for Gujarat Co-operative Milk Marketing Federation Limited, the

marketers of Amul brand of product.

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Surat District has been a Pioneer in India in channeling trade in Cotton and Milk through

cooperatives. Before SUMUL stepped in, traditional Private Milk Traders were dominant in

the area. The private trade was monopolizing the Milk market and exploiting both the Milk

Producers and Consumers alike. The milk procurement price which used to be fixed by the

traders (Traditional Bhatia's) was very low and was fluctuating from time to time at their sole

discretion. These have capitalized on the absence of any infrastructure and processing

facilities and have managed to Keep producers from deriving equitable benefits from the

marketable surplus generated. As such their income from Milk was very low and they had no

incentive for modern dairy farming. The Farmers resented the system, but were helpless in

the face of these traditional constraints and to their own lack of resource less. Dairying on the

other hand, was never popular with tribal's (a major rural population in the District) as

practically no infrastructure existed for milk marketing in their talukas, inaccessibility to their

villages as well as taboos regarding. Keeping of buffaloes prevented the entire population of

tribal's from considering dairying as a source of income. The tribal's kept their cows to

produce bullocks rather than milk, Which was insufficient even to nurse the calves. Most of

the tribal's were unaware of the usual milk breeds, what to say of Scientific Animal

Husbandry?

Hygienic and pure milk was almost Unknown in the market. In fact unbridled adulteration of

milk was practiced by these traders to meet the growing demand of milk in the city. To

salvage the poor producers from the clutches of these Private Traders, Organization and

integration of procurement, processing and marketing of milk and milk products by the

producers themselves on a sound co. operative line was essential; this would also ensure

elimination of middlemen, equitable distribution of benefits to Rural Milk Producers and

indirectly to urban milk consumers as well.

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1.4 OBJECTIVE OF SUMUL

• To provide year-round milk market for their surplus milk and to earn reasonable

returns for the milk to improve their quality of life.

• To procure milk and process it into good quality milk and milk products to market it

at most economically and efficiently to give maximum overall net returns to the

producers and general satisfaction to the consumers.

• To provide essential technical inputs and services to the producers at their door steps

in an economic and efficient manner and also in a way most acceptable to them to

increase milk production and to reduce the cost of production.

1.5 VISION & MISSION

1.5.1 Sumul's Vision Statement

We are socially responsible Organization with commitment to Milk Producer's by providing

good returns and services, to consumer's safety and delight through implementation of Food

Safety and Quality management System. We believe in growth and continual improvement

through team work, trust and excellence, without compromising Food Safety, Quality,

Honesty, Honesty and Integrity.

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1.5.2 VALUE

• EXCELLENCE

• DEDICATION

• TEAM WORK

• COOPERATION

• OWNERSHIP

• TRUST AND COURAGE

• HONESTY

• TRANSPARENCY

• SELF LEADERSHIP

1.5.3 SUMUL'S MISSION STATEMENT

• Sumul is the market legend capturing 78 % of market in Surat and want to be the most

believable Organization going towards Total Customer Satisfaction up to the

Customer door.

• Sumul Dairy has prepared Mission-2020 on the basis of Vision and Values. Overview

of Mission- 2020 is as follows

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1.6 OBJECTIVES:

• To provide a guaranteed remunerative milk market round the year for all the

marketable surplus of member producers in their villages.

• To procure milk and process it into good quality milk and milk products to market it

at most economically and efficiently to give maximum overall net returns to the

producers and general satisfaction to the consumers.

• To provide essential technical inputs and services to the producers at their door steps

in an economic and efficient manner and also in a way most acceptable to them to

increase milk production and to reduce the cost of production

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1.7 ORGANIZATION STRUCTURE

Figure 1 Organization structure

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1.8 Product of the sumul dairy

1.8.1 Bakery product

Fresh Products

• Whole Wheat Bread

• Bhaji Pav

• Vada pav/ Dabeli Pav

• Burger Bun

• Pizza Base

Baked Varieties

• Khari / Puff Pestry

• Khakhra Makhnia Biscuit

• Elaichi Milk Toast/ Rusk

• Nankhtai

• Jeera Toast / Rusk Butter cookies

• Chocolate cookies

• Jeera cookies

• Coconut cookies

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1.8.2 Milk Product

For Health

• Amul Gold Milk

• Amul Shakti Milk

• Amul Taaza Milk

• Amul Slim ‘N’ Trim

• Sumul Cow Milk

• GIr Amrutam

With Food

• Panee

• Ghee

• Gir Cow Ghee

• Probiotic Dahi

• Low Fat Dahi

• Lassi

• Premium Chhash

• Masala chhash

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1.9 DAIRY INDUSTRY DETAILS

1.9.1What is Dairy?

A dairy is a facility for the extraction and processing of animal milk mostly from goats or

cows, but also from buffalo, sheep, horses, or camels for human consumption. As an

adjective, the word dairy describes milk-based products and processes, for example dairy

cattle, dairy goat. A dairy farm produces milk and a dairy factory processes it into a variety of

dairy products.

Milk-producing animals have been domesticated for thousands of years. Initially they were

part of the subsistence farming that nomads engaged in. As the community moved about the

country so did their animals accompany them? Protecting and feeding the animals were a big

part of the symbiotic relationship between the animal and the herder. In New Zealand English

a dairy means a corner shop, milk bar or Supersets and dairy factory is the term for what is

elsewhere a dairy. In the UK a dairy is a processing facility that turns milk into a range of

products.

1.9.2 Dairy Industry in India

The dairy sector in the India has shown remarkable development in the past decade and India

has now become one of the largest producers of milk and value-added milk products in the

world. The dairy sector has developed through co-operatives in many parts of the State. With

the increase in milk production, Maharashtra now regularly exports milk to neighboring

states. It has also initiated a free school feeding scheme, benefiting more than three million

school children from over 19,000 schools all over the State.

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More than 2,445 million people economically active in agriculture in the world, probably 2/3

or even more ¾ of them are wholly or partly dependent on livestock farming. India is

endowed with rich flora & Fauna & continues to be vital avenue for employment and income

generation, especially in rural areas. India, which has 66% of economically active population,

engaged.

Agriculture derives 31% of Gross Domestic Product GDP from agriculture. The share of

livestock product is estimated at 21% of total agricultural sector

1.10 Trends

India is the largest milk producer in the world. From being milk impoverished nation to the

top producer has been an arduous and almost miraculous climb. This of course must be

attributed in great measure to Operation Flood and the historic Cooperative movement. Yet, it

must be observed that the industry has failed to build on this bedrock and reach the paradigms

set by the world milk majors.

The dairy sector is the predominant component in the overall livestock activity in the country.

Milk production has increased from 72.12 million metric tons in 1997-98 to 88.08 million

metric tons in 2003-04 representing a compound annual growth (CAGR) of 3.37% p.a. Over

the last one and a half decade the contribution of milk from India to the total world milk

production has also increased from 9.9 % to 14.5%

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1.10.1 Utilization of milk

The pattern of milk utilization is presented in Only 26 percent of the total milk produced is

being handled by the organized sector, of which, the dairy co- operative sector is the major

player.

Pattern of milk utilization by different sectors

Figure 2 Utilization of milk

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1.10.2 Trends in Milk production

Figure gives a picture of the milk production from different species in the major milk

producing states in the country. Uttar Pradesh continues to be the largest milk producing state

and Mizoram the smallest.

Figure 3 Trends in milk

1.11 SWOT Analysis

Strengths

• makes us passionate about keeping cows.

• Availability of skill for animal rearing in most parts of the country.

• Indian breed of cows represented the world’s largest milk producing herd.

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• Keeping animal is a household practice.

• India is largest producer of milk in the world.

• 70% of milk production is done by small & marginal farmers in the country & is

larger employment provider in the non-farm sector.

• Indi genius breed of cows show better immunity than crossbred cows

Weakness

• Coexistence of large portion of useless cattle population with low productivity.

• Too much fragmented production of milk.

• Farmers have a poor knowledge on costing of milk as most of the costs are imputed

costs. Land cost for growing fodder is never calculated as it is done on go char land.

• Labour is becoming costlier.

• Traces of insecticides, pesticides &antibiotics are common in milk.

• Poor knowledge about nutrition & balanced ration for animal.

• Poor personal hygiene of farmers & his family & ignorance of clean milk production

also lead to poor quality of milk.

• It is not considered as a full time employment & is being carried out by woman or

elderly person at home.

• Current practices are not environment friendly.

• Poor infrastructure for milk collection, chilling & transportation.

• Poor infrastructure in networking of information.

Opportunities

• Huge demand of milk & milk product in unorganized retail.

• High purchasing power of customer.

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• Larger dairies are felling the need to invest in backward integration.

• Large corporate are looking for developing larder herd farms.

• More awareness about benefits of cow’s milk & panchgavya.

• Large opportunities in carbon credits & development of nonconventional environment

friendly sources of energy through dairying.

• Large parts of population (ABOUT 25%) are lacto vegetarians, who consider milk as

the only sources of animal protein

Threats

• High rate of urbanization.

• No distribution & pricing policy on milk.

• No incentive on entering into this sector unlike other food processing &meat

sector.

• No fodder policy & it is not clear under which ministry does fodder fall.

• No firm plan on breeding /AI/progeny testing & protection.

• No control on unproductive animal’s growth both for bulls & cows.

• No incentive on clean milk production.

• Very poor animal insurance policy.

• Import & export policies on animals, semen, employs& dairy products are not

conductive of small& marginal farmers

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1.12 About Topic

1.12.1 Consumer Buying Behavior

Process by which individuals search for, select, purchase, use, and dispose of goods and

services, in satisfaction of their needs and wants.

1.12.2 Packaging

Packaging can be defined quite simply as an extrinsic element of the product. Packaging is

the container for a product.

Packaging is the overall package offer by the company to its consumers and stimulates the

impulse buying behaviour. Packaging attracts consumers and increases its sale. It also

reduces the marketing and advertisement cost of the product. In the past decades companies

are not focused on their product packaging.

Figure 4 Packaging

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1.12.3 Printed Information

Printed information contains all the information related to the product quality, price,

description which help to identify the brand.

1.12.4 Background-image

In 1999 Goldberg et al. says that image on the product is important so that they increase the

attention and increase familiarity with the particular product. Background image is the image

in the mind of the customer which help to identify the brand of the product.

Purchase decision making pattern that is a complex amalgam of needs and desires, and is

influenced by factors such as the consumer's

1) Societal role (parent, spouse, worker, etc.),

(2) Social and cultural environment and norms, and

(3) Aspirations and inhibition

Buying Behavior is the decision processes and acts of people involved in buying and using

product?

1.13 Need to understand

Why consumers make the purchases that they make? What factors impact consumer

purchases? The changing factors in our society.

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm

needs to analyze buying behavior for: Buyer’s reactions to a firm's marketing strategy has a

great impact on the firm's success.

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The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies

(gives utility to) customers, therefore need to analyze the what, where, when and how

consumers buy.

Marketers can better predict how consumers will respond to marketing strategies.

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Chapter 2: Literature Review

• Bidyut Kumar Ghosh( 2016) has done a research on “Impact of Packaging on

Consumers’ Buying Behaviour: A Case Study of Mother Dairy, Kolkata.” the

objective of the study to determine the effect of package colour on consumers’

purchase decision. To examine the effect of background image used in packaging on

consumers’ purchase decision. To examine the impact of packaging materials on the

consumers’ purchase decision. The researcher has collect data from 150 filled

questionnaires were collected from the districts of Howrah, Hooghly and Burdwan of

the state of West Bengal during the months of June-July, 2015. The data was analysed

with the help of t-test, Chi-square test, Co-relation. The result of the study was to find

that packaging could be treated as one of the valuable marketing weapons with

respect to making proper communication between an organisation and its consumers.

The study makes it clear that the overall perception of the consumers about the

different elements of packaging of Mother Dairy’s products is satisfactory. A right

choice of packaging color, background image, wrapper design, innovative ideas when

imparted to a product’s packaging will create a happy feeling in consumers’ mind. All

these packaging elements contribute an important effort to catch consumer’s attention

and interest.

• Adebisi, S.O. and Akinruwa, T.E. (2019) has done a research on “Effectiveness of

product packaging on customer patronage of Bournvita in Ekiti state” the

objective of study was if presentation of a product have relationship with patronage,

then, the question is to what extent does size, colour, shape, packaging material,

quality of product content, that are attributes of packaging, could influence customer

to patronise a particular product? This is the question, which this research work

intends to answer. The researcher has collect data from Primary source and analysed

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data with the help of Structured questionnaire. The result of the study was to

Production of various sizes of product should be encouraged to allow customers have

the opportunity to make a choice based on their income. Again, company should

carefully choose colour combination that are capable of appealing to customers’

interests and consequently influence their choice of a product by mere sighting of the

package. Container should be of high quality material that will allow the end users to

preserve product for some time, and perhaps reuse the container for other purposes

even after the content might have been consumed. Management should adhere and

give priority to the quality of product content that can easily dissolve in cold and

warm water; and also give it a good colour that can attract rather than repulse on

sighting. More importantly, attention should be given to the shape of the product for

the sake of convenience and proper handling within and without the business

environment

• Jusuf Zekiri and Vjollca Visoka Hasani(2015) has done a research on “The role

and impact of the packaging effect on consumer buying behaviour” the objective

of study was to find out the impact of packaging on the buying behavior decision. To

check the effect of packaging elements on the buying behavior. To measure the

relative impact of each packaging element on the consumer. . The researcher has

collect data from Primary source and analysed data with the help Descriptive

statistics, Testing hypotheses.The result of the study was to the packaging elements

represent a good means of marketing communications towards consumers, because

consumers value the elements that are embodied on the package. The packaging color

helps consumers differentiate their favorite brands, and for companies it helps to catch

consumers’ attention and interest. So, color as well as other packaging elements

makes the marketing offer more eye-catching and attractive, as well as differentiating

it from other products

• Ms. Anvitaa Kumar and Dr. Robi Augustine(2019) has done a research on “The

role and effect of product packaging on consumer buying behaviour” the

objective of study was To identify the element of product packaging that FMCG

brands use. To measure the role/influence that product packaging has on the

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consumer. The researcher has collect data from 100 participants residing in the city of

Bengaluru, Karnataka, India and analysed data with the help of Hypothesis,

quantitative method. The result of the study was the use of sturdy packaging is very

important because consumers associate good quality packaging with superior

products. Under the pretext of creating appealing packaging, brands do not provide

adequate quantity of the product to consumers which do not work in the favor of the

brand. Only FMCG products have been taken into consideration during this study

given their heavy dependence on product packaging.

• B. A. Chukwu and T. O. Enudu(2018) has done a research on ” The impact of

product packaging on consumers’ purchasing behavior in benin metropolis, Edo

state, Nigeria” the objective of study was assess the relationship between attractive

packaging and consumer buying behavior. Ascertain the relationship between value

and quality of packaging and consumer buying behaviour. Establish the relationship

between shabby packaging and consumer buying behaviour.Identify the relationship

between impulse purchasing and consumer buying behaviour. The researcher has

collect data from 400 copies of questionnaire were successfully administered and

collected back immediately after consent and analysed data with the help of

Hypotheses. The result of the study was it is concluded that the predictor variables,

attractive packaging, value and quality of packaging and impulse purchasing has

positive relationship with consumer buying behavior. Shabby packaging do not have

positive relationship with consumer buying behaviour.

• Getie Andualem Imiru(2017) has done a research on “The Effect of Packaging

Attributes on Consumer Buying Decision Behavior in Major Commercial Cities

in Ethiopia” the objective of study was People want some innovative creations which

attract them and shade a different light towards the brand. Unique packaging has a

greater influence on consumer buying behavior. The language used to display the

information on the packaging gives consumers the ability to understand the product.

Nutritional information presented on the package have higher value to consumers and

will affect their buying decision more than any other information displayed. Country

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of origin and guideline on the preparation process of the product have also positive

impacts on the consumers buying decisions. The researcher has collect data from

Selected supermatkets in the capital city of Ethiopia and analysed data with the help

of Population of the study, Correlation Analysis, Regression, Questionnaire, sample

size 384. The result of the study was people want some innovative creations which

attract them and shade a different light towards the brand. Unique packaging has a

greater influence on consumer buying behavior. The language used to display the

information on the packaging gives consumers the ability to understand the product.

Nutritional information presented on the package have higher value to consumers and

will affect their buying decision more than any other information displayed.Country

of origin and guideline on the preparation process of the product have also positive

impacts on the consumers buying decisions.

• Rita Kuvykaite, Aistė Dovaliene and Laura Navickiene(2009) has done a research

On “Impact of package elements on consumer’s purchase decision” the objective

of study was Due to increasing self-service and changing consumers’ lifestyle the

interest in package as a tool of sales promotion and stimulator of impulsive buying

behaviour is growing increasingly. The researcher has collect data from Descriptive

research, Non-probability sampling method. The result of the study was The impact of

package and its elements on consumer’s purchase decision can be revealed by

analysing an importance of its separate elements for consumer’s choice. For this

purpose two main blocks of package’s elements could be identified: visual and verbal

elements, where graphic, colour, size, form, and material are considered as visual

elements, while product information, producer, country-oforigin and brand are

considered as verbal ones. Moreover, the impact of package elements on consumers

purchase decisions should be evaluated depending on the consumer’s involvement

level, time pressure or individual characteristics of consumers.

• Mitul Deliya has done a research on “Consumer behaviour towards the new

packaging of FMCG products” the objective of study was important attribute in our

research Convenience, Brand Name, Aesthetic, Information. To find out these

Attributes affect Consumer Behavior Significantly. The researcher has collect data

from Sample size of 150 Customers and analysed data with the help of Questionnaire,

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Descriptive research, Z – test, Hypothesis. The result of the study was the research

work has been successfully completed and it has helped us to understand the mindset

of the consumers regarding the packaging of product and the ways in which

packaging should follow to always retain and acquired the customers

• Suresh Kumar(2017) has done a research on “The Psychology of Colour

Influences Consumers’ Buying Behaviour – A Diagnostic Study” the objective of

study was to understand and explain how the psychology of colour influences buying

behaviour of consumer in selecting a product with respect to products package and

branding. The researcher has collect data from secondary data and analysed data with

the help of exploratory analysis. The result of the study was colour has a big role to

play in maximising success. Hence, it is necessary to understand the colour‟s

harmony, its impact and principles, thus anticipating and planning how consumers

will react to the selected colours. It is important to recognize that colour trends are not

permanent, and can fluctuate over a period of time. Therefore, it is important to stay

up to date with current marketing research on colour in order to make the best

decisions for a company. Neuromarketing is a new concept in marketing which can

have great influence and role to play in understanding consumer behaviour with

respect to colours. The researcher suggests that Neuro Marketing can be exploited in

understanding consumers‟ psychology with respect to colours.

• Sanjeev Kapoor and Niraj Kumar(2019) has done a research on “Does packaging

influence purchase decision of food product? A study of young consumer of India”

the objective of study was to identify important attributes and delineate

underlyingdimensions Factor analysis was performed. It was found that the majority

of young consumers attached importance to packaging and were willing to pay a

premium price for packaged food products. The researcher has collect data from

questionnaire survey among 300 youths of age between 18 and 30 years and analysed

data with the help of ANOVA. The result of the study was the present study has

attempted to know how young consumers perceive functional attributes of packaging,

and how food packaging influences their food purchase choices. The results indicate

that the majority of young consumers attach importance to food packaging and are

willing to pay a premium ranging from 11 to 30% of the price for packaged food

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products. This is contrary to the traditional belief that Indian consumers are price

sensitive and retailers manage with razor thin margins. The results point out that the

consumers, although attach different importance to one or other functional attribute of

packaging, but not wholly ignoring any particular attribute.

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Chapter 3: Research Objective

1.3 Research Objective

3.1.1 Primary Objective

• To Find Out the impact of packaging on the consumer buying behavior.

3.1.2 Secondary objective

• To determine the impact of package colour on consumers’ buying behavior.

• To examine the impact of background image used in packaging on consumers’

buying behaviour

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Chapter4: Research Methodology

4.1 Problem Statement

A study on impact of product packaging on consumer buying behaviour

4.2 Research Objective

1. Primary Objective

• To Find Out the impact of packaging on the consumer buying behavior

2. Secondary objective

• To determine the impact of package colour on consumers’ buying behavior.

• To examine the impact of background image used in packaging on consumers’ buying

behavior.

4.3 Research Design

In the research, there is mainly three research design:

• Exploratory research design.

• Descriptive research design.

• Causal research design.

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Here according to research topic, the researchers are select Descriptive research design.

Because Descriptive studies are undertaken when researcher is interested in knowing the

characteristics of certain group such as age, sex, education, level or income, a descriptive

study may be necessary other cases when a descriptive study could be taken up are when he

interested in know the proportion manner, making projections of a certain things, or more

variables. The objective of such a study is answer the "who, what, when, where and how" of

the subject under investigation.

"Research design is the plan structured and strategy of investigation conceived so as to obtain

answers to research problems and control variance.

4.4 Data collection

1.Primary data

• Observation and consumer purchase experience

• Primary data were collected with the help of open-ended structured questionnaire

filled by

2. Secondary Data

Collection in which were use secondary data like:

• books,

• journals,

• newspapers,

• company website

32

4.5 Sampling Method

Sample size measures the number of individual samples measured or observations used in a

survey or experiment. Researcher has 44 laky population of total sample size. Researcher

collects data from simple random sampling. In this research researcher taken 100 respondents

from Surat religion. Sample taken to Probability Sampling technique.

4.6 Limitation of study

• This study is only applicable to the Surat area.

• This is study is done on the basis of data provided by the respondents.

• Respondent Bias was one of the major limitations of research, and there might not be

perfect positive response from all the respondent

4.7 Research scope

There is a wide scope of the research on “Impact of product packaging on consumer’s buying

behavior” in Surat because in the today’s competitive world of goods and services provider

companies and industries, they want to get success and maintain their msarket presence for

long terms and if they understand the buying intentions of consumer’s by using the product

packaging as a key element than they can easily maintain themselves according to the current

Demands, wants and consumer’s preference and attraction towards particular brands by

establishing new strategies by understanding the importance of each factor of packaging. The

importance of each factor of packaging’s.

33

4.8 Research Plan

The underlying objective of the research “A study on product packaging impact on consumer

buying behaviuor”. For Fulfilling the objective researcher has collect data primary source.

For the structured questionnaire was the used. For collcting data population size was 100, the

majority of the respondedant taken are the consumer who purchase the sumul product.

34

Chapter 5: Data Analysis

5.1 Gender

GENDER FREQUENCY PERCENTAGE

MALE 49 49%

FEMALE 51 51% Table 1Gender

Figure 5 Gender

Interpretation:

This table and pie chart shows that 51% of people are female and 49% people are male.

35

5.2 Occupation

Occupation Frequency Percentage

Student 77 77.0

Service 13 13.0

Retired 3 3.0

Businessman 5 5.0

Other 2 2.0

Total 100 100 Table 2 Occupation

Figure 6Occupation

Interpretation:

This table and pie chart shows that 77% of people are student, 13% of people are service, 3%

of people are retried, 5% of people are businessmen, and 2% of people are other (Doctor &

Lawyer).

36

5.3 Do you purchase sumul product?

Frequency percentage

YES 88 88.0

NO 12 12.0

TOTAL 100 100 Table 3sumul product

Figure 7sumul product

Interpretation:

The above question is asked to the respondent to know purchase product of Sumul Dairy.

Above table and pie chart show 88% respondent purchase product. Out of 100 respondent

13% respondent not purchase product.

37

5.3 Does packaging of a product impact your buying

behaviour?

Frequency Percentage

YES 52 52.0

NO 18 18.0

SOMETIME 30 30.0

TOTAL 100 100 Table 4Buying Behavior

Figure 8 Buying Behavior

Interpretation:

The above question is asked to the respondent to know really

packaging impact on consumer buying behavior. From the above table

and pie chart show that 52% respondent agrees that packaging impact

on consumer buying behavior. While 18% respondent says that

packaging of product does not impact while purchasing. Where 30% respondent

say sometimes they found the packaging their buying

behavior.

52%

18%

30% yes

no

sometime

38

5.4 Do you read printed information on the package of

product?

Table 5Printed information

Figure 9Printed information

50%

11%

39% yes

no

sometime

Frequency percentage

YES 50 50.0

NO 11 11.0

SOMETIMES 39 39.0

TOTAL 100 100

39

Interpretation:

The above question is asked to respondent to know the read printed

information on product while purchasing. From the above table and pie

chart through researcher can say that 50% people read printed information

on product while purchasing product..Where 11% people not read printed

information on product while purchasing product. 39% people sometime

read printed information on product while purchasing product.

40

5.5 Do you switch your brand due to change in packaging

of existing brand?

Table 6Change in packaging

Figure 10Change in packaging

Interpretation:

This question is asked to the respondent to know if the

packaging of product changes then People really switch their brand or

purchase another product. Out of 100 respondent 64 (64%) People

agree that they are changing their brand if packaging of existing brand

64%

36%

yes

no

Frequency percentage

YES 64 64.0

NO 36 36.0

TOTAL 100 100

41

was changed. Where 36(36%) people disagree that they don’t change

if product packaging was changed.

42

5.6 What is your priority towards packaging?

Table 7Priority

Figure 11prioroty

31%

33%

23%

13%

protective

ecofriendly

attractive

userfriendly

Frequency Percentage

protective 31 31.0

Eco-friendly 33 33.0

Attractive 23 23.0

Userfriendly 13 13.0

TOTAL

43

Interpretation:

This question is asked to know what people think about packaging of the

product. Above table and chart shows that 33(33%) respondent say that

packaging is eco-friendly and save environment of the earth. Where out of 100

respondent 23 (23%) people say that packaging is attractive its means package

attract people to purchase it. Out of 100 respondent 31 respondent says that

packaging protect the product and give long life the product. Out of

100respondent 13 says that packaging user friendly use for product is easy.

44

5.7 Did design of product wrapper inspire you in

purchasing?

Table 8 inspire

Figure 12 inspire

Interpretation:

Out of 100 respondent 79% people say “Yes” it means that

design of product wrapper always Inspire people to purchase it.

79%

21%

yes

no

Frequency Percentage

YES 79 79.0

NO 21 21.0

TOTAL 100 100

45

Where 21% people say “No” it means that product wrapper Does not

make any difference while purchasing the product.

46

5.8 Do you evaluated product according to printed

information while purchasing?

Table 9printed information

Figure 13Printed information

Interpretation:

From the above table and pie chart through we can say that

83% people evaluate the product through reading printed

information. Where 17% people does not evaluate the printed

information means they are bought the product without evaluation

3%

83%

14%

blank

yes

no

Frequency Percentage

YES 83 83.0

NO 17 17.0

TOTAL 100 100

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Chapter 6: Finding

• 6.1 Finding

According to research following are the findings.

In research 50% of respondent says that product packaging impacts

on consumer buying behavior.

Packaging colour, Printed information, Language used

on the package, Package design and Attractive

background does impact on consumer buying behavior.

33% of respondent priority is ecofriendly packaging and 13% of

respondent priority is usererfriendly.

50%of the respondent while purchasing a product read

printed information on product .

Respondent does not agree that wrapper design is important for

product packaging as well as bright and light colour in

background create good image in product packaging

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Chapter 7: Conclusion

7.1Conclusion

From the study it can be concluded that, packaging could be treated as one of

the valuable marketing weapons with respected to making proper communication

between company and its consumer. The study makes it clear that the overall

perception of the consumer about different variable of packaging of Sumul

Dairy’s product is satisfactory. Aright choice of packaging colour, background image,

package design, language used on the package and printed information when

imparted to a product’s packaging will create a good image in consumer’s mind. As far

as the association between dairy product, packaging and impact on consumer’s

buying behaviour concerned, it is clear that visual appeal is more important than

the qualitative aspect of packaging. This is implied from the significant association

between packaging colour, printed information language used on the package,

package design, beautiful & Attractive positive relation between them, its impact

on consumer buying behaviour, no significant association was observed between

consumer buying behaviour and wrapper design, light and bright colour used in

background image , only light colour used in background image. However, there is

certain area such as wrapper design used in product packaging where Sumul dairy

should give attention to improve it and overall Sumul dairy’s packaging variables is

that good.

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Chapter 8: Reference

8.1 Bibliography

1) .http://sumul.com/

2) https://study.com/academy/lesson/what-is-consumer-buying-behavior-definition-

types-quiz.html

3) https://www.businessmanagementideas.com/packaging/product-packaging-

meaning-levels-functions-importance/2271

4) https://libguides.wits.ac.za/c.php?g=693518&p=4914913

5)https://www.researchgate.net/post/What_is_a_research_gap_or_knowledge_gap_in

_research_and_literature_Is_gap_explored_or_constructed_How_can_gap_in_rese

arch_be_identified

6) https://www.scribd.com/presentation/349056812/RESEARCH-PAPER-SCOPE-

LIMITATIONS-Reporting

7) https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2910712

8) https://www.slideshare.net/hemanthcrpatna/a-project-report-on-role-of-packaging-

50

9)https://www.projecttopics.org/impact-packaging-consumer-behaviour.html

on-consumer-buying-behavior

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Chapter 9: Appendix

9.1Questionnaire

Demographic Details:

Name:

Email id

Age:

Gender:

Occupation:

1. Do you purchase sumul product?

• Yes

• No

2. Does packaging of a product impact your buying behavior?

• Yes

• No

• Sometimes

3. Do you read printed information on the package of product?

• Yes

• No

• Sometimes

4. Do you switch your brand due to change in packaging of existing brand?

• Yes

• No

52

5. What is your priority towards packaging?

• Protective

• Eco friendly

• Attractive

• User friendly

6. .Did designs of product wrapper inspire you in purchasing?

• YES

• NO

7. Do you evaluate product according to printed information while purchasing?

• YES

• NO