Research Methodology,

Qualitative Analysis - I &

Managerial Communication

By Col Ramanuj Goswami

Mr Nisarg Parikh
 Project Undertaken

at

Dot Graphics Pvt Ltd

 Preview
About the Packaging Industry.
About the Company.
Product Profile.
Research Methodology.
Research Design.
Data Collection Method.
Sampling Method/Technique
Data Collection Instrument.

Data Analysis & Interpretation.

Findings.
Conclusion.
 About The Industry
Plays a unique role by way of both creation of wealth through
manufacturing activities & preserving the wealth or value
created by many industries.
Serves the Indian economy by helping preservation of the
quality and lengthening the shelf life of innumerable products.
Plays its most visible and catalytic role in a modern economy
with adoption of branding of products and development of
consumer preferences.
Industrys growth led to greater specialisation & sophistication
in terms of health and environment friendliness of packing
material.
 About The Industry
WPO, Better Quality of Life through Better Packaging, sums
up the importance of packaging a modern economy.

Technology of enclosing or protecting products for distribution,

storage, sale, and use.

Can be described as a coordinated system of preparing goods

for transportation, warehousing, logistics, sale, and end use.

Very important marketing strategy to glamorise product in order

to attract the consumers attention.

So important that it sometimes cost more than the product itself

in order to lure the consumers to buy it.
 About The Company
Established in 1992 by Mr Bharat Patel and Mr Ashit Amin.

Incorporated as a printing company for packaging

material.

Started with single printing machine and manual

punching machine, printing only in single shade colour.

In 1998, company purchased Heidelberg CD Machine.

Presently possesses Post-printing machines, Automatic

printing machines, Cutting and automatic gumming

machines.
Product Profile
 Product Profile
Company manufactures various types of packaging

products.

Packages for toothbrush and toothpastes for Pepsodent.

Cushion package for Walmart, package for medicines.

Products vary in size, shape, graphics etc.

 Product Profile
Products presently being manufactured:-
Paper bags.
Cardboard Cartons.
Cardboard packages.
Flyers and leaflets.
Danglers.
Backer cards.
Planners and Calendar.
Labels and stickers.
Posters and Banners.
Books and brochures.
 Objectives of Research
To find out the effects of packaging on the buying
behaviour.
Theoretical analysis of package elements & their impact
on consumers purchase decision.
Empirically reveal the elements having the ultimate effect
on consumer choice in a case of different products.

To check the effect of packaging elements on the buying

behaviour.

To identify the elements which should be highlight while

design the packaging.
Research Methodology
 Research Methodology
Research Design. Descriptive Research Design.

Data Collection Method. Use of structured Questionnaire.

Questionnaire prepared with two filter questions &

statements measured on five point attitude Likert scale.

Questionnaires had standardised answers - simple to

compile data.

14 statements measured on five point attitude Likert

scale from Strongly Disagree to Strongly Agree.
 Research Methodology
Sample Size. Target - 200 respondents, data obtained from
only 118 respondents.

Sampling Technique. Non Probability Sampling Method

(Convenience sampling).

Data Collection Instrument. Data collected from

respondents using an online structured questionnaire.
Data Analysis & Interpretation
Awareness about Pepsodent Products
Yes No

1%

99%
Awareness About Different Packaging of
Pepsodent Toothpastes
Yes No

42%
58%
Pepsodent is a Widely Used Brand in Our
Country

60

45

30

15

0
SD D Cant say A SA
People in Cities Prefer Pepsodent More Than
People in Towns/Villages.
50

37,5

25

12,5

0
SD D Cant say A SA
 Only Rich People Use Pepsodent

60

45

30

15

0
SD D Cant say A SA
Packaging of Pepsodent is Attractive

70

52,5

35

17,5

0
SD D Cant say A SA
Packaging Has More Impact on Sales
Than Advertising
37,5

25

12,5

0
SD D Cant say A SA
People Prefer Good Packaging Over
Other Product Specification.
50

37,5

25

12,5

0
SD D Cant say A SA
Packaging of Pepsodent is Better Than
Its Competitors
60

45

30

15

0
SD D Cant say A SA
Packaging of Pepsodent is Better Than
Other Products of Unilever.
70

52,5

35

17,5

0
SD D Cant say A SA
Colour of Package of Pepsodent Toothpaste
Relates to the Type of Toothpaste Inside
50

37,5

25

12,5

0
SD D Cant say A SA
 Information Printed on Pepsodent
Toothpaste Package is Correct
60

45

30

15

0
SD D Cant say A SA
Change in Packaging Will Have No Effect on
Sales of Pepsodent Toothpaste
60

45

30

15

0
SD D Cant say A SA
Pepsodent Delivers What Consumers
Perceive From Its Packaging
50

37,5

25

12,5

0
SD D Cant say A SA
 Packaging Increases the Cost of
Pepsodent Toothpaste
50

37,5

25

12,5

0
SD D Cant say A SA
 Without Advertising, People Will Still Buy
Pepsodent Because of Its Packaging
60

45

30

15

0
SD D Cant say A SA
Findings
 Findings
Packaging has relationship to sales.

Although marketing of a product becomes its driving force,

packaging does play a part in selling a product

Different packaging cues impact how a product is

perceived.
Packaging is perceived to be part of the product.

Good reach to consumers and can set a brand apart from

its competitors.

Promotes and reinforces the purchase decision.

 Findings
Packaging in different serving sizes can extend a product
into new target markets or help to overcome cost barriers.

Though not 100%, but there is positive thinking and trend

about well-designed package showing high product
quality.

As people growing more damanding, packaging gradually

shown its important role in a way to serving consumer by
providing information and delivering functions.
 Conclusion
Package one of most valuable tool in todays marketing
communications. Detailed analysis of its elements and
impact on consumers buying behaviour needed.

All elements contribute each important effort to catch

consumers attention and interest.

Impact of package elements on consumers purchase

decisions should be evaluated depending on:-

Consumers involvement level.

Time pressure.

Individual characteristics of consumers.