1.

UNDERSTANDING THE BUYING BEHAVIOUR OF YOUNG CONSUMERS

REGARDING PACKAGING ATTRIBUTES AND LABELS

Problem statement: To determine the purchasing habits of the Turkish people with regard
to food packaging materials and consumers’ socio-demographic properties
Process/Methodology

7 different groups of 50 people each

were chosen for the study based on
their geographic, socio-
demographic and lifestyle profiles

A survey questionnaire of 31
questions designed based on
shopping behavior and product
characteristics

The data collected was analyzed in

SPSS using multi correspondence
analysis to identify the relationships
and connections between the
questions

Results and conclusions based on

the connections identified

Some results:

 Relationship between Q15 (attractiveness of specific colours on food packaging) and

Q19 (type of packaging materials)  Pink colour was not preferred by consumers for
all types of packages. Red, green and white colours were preferred by customers
who liked carton packages. Plastic and metalized package likeliness was not affected
by any of the colours.
 In our survey, glass packages attracted the consumers with their transparency
properties. Carton packages were preferred more as they affected the respondents’
shopping behaviour with their convenience to shelf and store.
  Consumers chose the glass as a packaging material due to its healthy nature
(69.75%). Respondents, who preferred plastic packaging materials, assumed that
plastics were user friendly (51.23%) and had high resistance to physical impacts
(38.89%).
 Fragility (74.38%) was the biggest problem encountered in glass packages and claims
on unhealthy properties (49.38%) of plastics had a negative effect on the consumer
behaviour.
 Consumers, who sometimes read the label, said that labels content was hard to
understand. Nutritional fact problems were the most encountered problem for the
respondents who always read the label.
 Participants with bachelor’s degree paid more attention to production/best before
dates and ingredients part of labels.

The results of this study showed that socio-demographic properties of consumers, price,
product quality, package type, package attributes, labels and brands had higher influence
on the purchasing decision of food products.
 2. IMPACT OF PACKAGING CHARACTERISTICS ON CONSUMER
PURCHASE INTENTION: INSTANT COFFEE IN REFILL PACKS AND
GLASS JARS

Problem statement: Although coffee represents a significant source of income worldwide,

there is less information in the literature about the effect of nonsensory parameters, such
as packaging characteristics, in consumers’ acceptance and purchase of instant coffee.
Therefore, these results should hopefully help coffee manufacturers develop their packages
and improve their sales, mainly those of lesser known brands, new brands or brands less
associated with instant coffee.

Process/Methodology
Consumers for the Focus Group
Discussion were chosen from
university and residential areas by a
questionnaire to choose frequent
consumers of coffee & came to
supermarkets regularly and read
labels

Five focus group discussions were

conducted using a total of 24 people
divided based on age, occupation,
purchasing habits etc.

Six different instant coffee packages

were shown to the consumers
during the FGD. The packages were
chosen based on diversity of colour,
shape, material, label info, price and
brand

Statistical analysis/Conjoint analysis

was performed on the data Results and conclusions
obtained to understand the relative
importance of the attributes
Conclusions:

 In general, consumers demonstrated preference for packages composed of bright

colors, summarized additional information, modern glass jars, coffee cup illustration
and low prices.
 Most consumers showed considerable interest in the shape of glass packaging
because it seemed to influence consumers’ decision on their willingness to pay
higher prices and on their intention to reuse the jars
 With regard to the color of both types of packaging (jar and refill), the golden color
evoked sophistication according to the consumers, while the colors red and brown
reminded them of coffee.
 Concerning the illustrations, it was observed a general preference for images of
coffee cups with steam emanating from them, since consumers associated this
image with a freshly prepared product
 It can be concluded that brand loyalty exists as long as product packages do not
contain a set of undesired characteristics.
 The “Traditional” term (Table 2) had a positive effect on many consumers because it
referred to day-to-day coffee and/or to a suitable roasting degree.
 With regard to the additional information on packages, participants appreciated
labels that were composed of summarized information neatly placed and that it was
written in suitably sized letters whose color contrasted with the background

1. In general, the inclusion of photos depicting coffee cups foam, steam and coffee
beans, additional information on yield, and the presence of the terms “traditional”
and “refill” (for refill packages) on the front panel were desirable characteristics of
instant coffee packaging.
2. Additionally, it was observed that consumers’ criteria for purchase depended on the
material of the package. For glass packaging, purchase intention depended more on
the price and increased with the use of modern shapes, which allowed for better
visualization of the real product. Both brown and red were found to be suitable colors
for coffee packages, with consumers preferring brown for glass jars and red for refill
packages
3. THE IMPORTANCE OF PACKAGING IN PURCHASE AND USAGE
BEHAVIOUR

Problem Statement:
The primary objective is to analyse how consumers evaluate product packaging in two
phases of consumer decision making: at the moment of the acquisition and post
consumption. The packaging’s technical, functional, informative attributes as well as its
influence on satisfaction and loyalty were evaluated (For dairy product, milk)

Process/Methodology:

Literature review

Proposing the hypotheses

Based on these premises, the following hypotheses are proposed:

H1: A direct and significant relationship exists between technical (TQ), functional (FQ) and
informative (IQ) quality and satisfaction (SA).
H2: A direct and significant relationship exists between satisfaction (SA) and loyalty (LE).
H3: For each type of packaging, differences exist between the five dimensions (TQ, FQ, IQ,
SA, LO) according to the moment in time (purchasing moment and after usage).

256 families were chosen for the

survey based on their daily
consumption. In first stage, they has
Time of purchase to fill the questionnaire based on
their purchase of one of the four
package types

In second stage, they had to fill a

questionnaire similar to the first
Post-consumption after acquiring and consuming the
product for a week

Variance analysis was

used to validate the
hypothesis and arrive at
the conclusions
Conclusions:

 It can be concluded that the bag and the traditional Tetra Brik scored higher at the
moment of product purchase and demonstrate dissatisfaction after usage
 In contrast, the bottle/container and the Tetra Brik with a cap score higher after
using the product, meaning that the results are satisfactory post-consumption
 The Tetra Brik with a cap obtained the highest satisfaction score at the moment of
purchase. It was the most valued container in all aspects except loyalty at the
moment of purchase, for which the highest value corresponded to the traditional
Tetra Brik. The bag is the least valued container, both at the moment of purchase
and after usage.
4. BUYING BEHAVIOUR OF RURAL AND URBAN CONSUMERS IN INDIA:
THE IMPACT OF PACKAGING

Problem statement: The study aims to establish whether the residential background of
consumers has a varying influence on their buying decisions.

To achieve this objective, answers to the following research questions were sought.
1. Do perceptions of the value and quality of product differ significantly by place of
residence?
2. Do perceptions of the quality of the packaging differ significantly by place of
residence?
3. Do perceptions of labelling differ significantly by place of residence?
4. Do perceptions of the environment effects of packaging differ significantly by place
of residence?

Process/Methodology:

Literature review

Study of Indian Rural versus urban

market

Over 500 rural and urban

respondents filled out the survey
questionnaire. The respondents
were chosen based on different
gender, educational qualification,
economic backgrounds, residential
backgrounds, age, people with
different buying roles..etc

Means, Grand Means and variance

analysis was used to analyse the
data obtained

Results and conclusions

Conclusions:

 Rural people feel that packaging is more helpful in buying than their urban
counterparts, and they have stronger opinions that better packages usually contain
better products
 The ease of carriage, lightness of weight, simplicity, transparency and consistency of
a package have relatively less influence on buying decisions of rural consumers than
urban consumers.
 Although labelling is strongly considered to be an important part of a package, rural
respondents give less importance to this aspect of packaging than urban ones.
 Rural residents are more environmentally conscious than their urban counterparts as
they have a stronger belief that packaging is an environmental hazard.
Package material
Transparent package increases the perceived quality of the product