CHAPTER : 1

INTRODUCTION

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About the Agency:-

Compony Name Raj Agency (Balaji wafers)

Company Activity Distribution
State Gujrat
District Surat
Industry Food Products
Type Private Limited
Company Status Active

Management of Raj Agency (Balaji wafers)

The Board of Directors and the Management of Raj agency (Balaji wafers) are committed to the
enhancement of its products and services, through sound business decisions, financial management
and high standards of ethics throughout the organization, by ensuring transparency and
professionalism in all decisions and transactions and achieving excellence in their field by
conforming to and exceeding wherever possible, the prevalent mandatory guidelines on Corporate
Governance and by regularly reviewing the Board processes and the Management systems for
further improvement.

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Company Profile:

‘One of india’s leading snack food manufacturer and distributor.’

Details

Name BALAJI WAFERS PRIVATE LIMITED

Website balajiwafers.com
Headquarters Rajkot, Gujarat, India
Key people Bhikhubhai Virani,

Chandubhai Virani,

Kanubhai Virani
Industry Food products
Brand Name Balaji wafers
Number of 5000

employees
Registration 27555

Number
Company Company limited by Shares

Category
Date of 22 September 1995

Incorporation
Activity Manufacture of other food products
Company Active

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Status
CIN U15400GJ1995PTC027555

Product Details:

14 Products
Details

Wafers
Namkeen 23 Products
Western snacks 14 Products
Total Products 51 Products

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 WAFERS :-

STACK UP – SIZZLING CHILLI  PERI PERI WAFERS

STACK UP SALTED
WAFERS – SIMPLY SALTED
WAFERS – MASALA MASTI
WAFERS – TOMATO TWIST
WAFERS – CHAAT CHASKA
WAFERS – CREAM & ONION
 WAFERS – PIZZY MASALA
 CRUNCHEX – SIMPLY SALTED
 CRUNCHEX – CHILLI TADKA
 RUMBLES – PUDINA TWIST
 BANANA WAFERS – MASALA
 BANANA WAFERS – MARI

NAMKEEN :-

YUMSTIX  SHING BHUJIA

PUNJABI TADKA  NIMBU S.B.
SAGO BALLS  SALTED PEANUTS
KHATA MITHA MIX  MASALA SHING
TIKHA MITHA MIX  ALOO SEV
MITHA FARALI CHIWDA  CLASSIC SEV
FARALI CHEVDO  BHUJIA SEV
CHANA JOR GARAM  GATHIYA
BHEL MIX  RATLAMI SEV
MUNG DAL  SEV MURMURA
CHANA DAL  MASALA SEV MURMURA
MASALA PEAS

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 WESTERN SNACKS :-

GIPPI NOODLES  POPRINGS – YUMMY CHEESE

MOON CRUNCHIES – MASALA  POPRINGS – MASALA
FLAMIN HOT NACHOS  WHEELOS – MASALA
TOMATO SALSA NACHOS  CP – FLAMIN’ HOT
CHEESE CHILLI NACHOS  CP – CHINESE CHASKA
FUNNE – SPICY PUNCH  CP – TANGY TOMATO
SCOOPITOS  CP – MASALA MASTI

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HISTORY OF COMPANY:-
Balaji Wafers, one of the leading snack-food manufacturers and distributors. The Virani brothers
started making wafers on their own. Balaji wafer headquarters in Rajkot, Gujrat, India. Bhikhubhai
Virani, Chandubhai, and Kanubhai Virani are founders of the Balaji wafer. Chandubhai and his
brother Kanubhai and Bhikhubhai belong from a small village Dhan Dhoraji, Jamnagar District,
Gujrat. Their father Popatbhai Virani’s occupation was farming.

In 1972 Popatbhai sold their agricultural land for $280 ( 20,000 Rupees ) and gave them to enter
into business. Virani brothers started a farm equipment business but had the same lack of
experience and knowledge regarding marketing. They could not succeed and lost all funds. After
these losses Virani brothers haven’t any land for farming, so they went to Rajkot for new
opportunities and jobs. In 1994 Virani brothers took the canteen of the Astron cinema. They worked
hard and loyally and soon they were asked the owner to run the canteen. In the beginning, they
were sold wafers and sandwiches. Virani Brothers noticed wafer packets most sold in the canteen.

In 1984, they started manufacturing the Potato wafers and distributed them to nearby retailers, the
sale was small but their dreams were too high. After the retail success, they were inspired to set up a
large unit. In 1989 Virani brothers took a loan to set up a semi-automated plant in Rajkot. The aim
was to improve the quality and hygiene of the wafers and also wanted products to reach every
region of the country. The semi-automated plant reduced the efforts but after certain periods went
under maintenance or technical issues. Then the Virani brothers set up a fully automated
manufacturing plant, also extended the line of products for namkeen and snacks.

In the Initial stage, Balaji wafers set up their plant at Valsad, Rajkot with a fully automated concept
of making potato chips they operated there for around 22 years. The Rajkot manufacturing plant
was the largest in the country. Also widened the distribution network to other states. In 2008 they
set up a new plant in Valsad, one of the biggest in Asia at the point. Also, they built manufacturing
units for namkeen and other snacks in the same region to achieve increasing demands from another
state. They set up a hi-tech plant in 2015 at Indore to serve the northern and western regions of the
country.

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Page 8 of 36
SWOT Analysis:-

Strengths:

Business has a huge geographical reach, customer base and preserves a strong brand identity.

The business's emphasis on continuousproduct innovation, enabling the business to maintaininga

strong market position and to enhance its client complete satisfaction.

The company had been quite successful in attaining moms and dad's choice and was extremely
trusted due to its business model of supplying safe education and discovering environment to kids
by working together with schools, market networks and teachers.

Balaji Wafers Taking The Pepsi Challenge case solution parks are extremely preferred by children,
as it offers 200 plus activities, 90 different trades and specialists to be performed by each child and
other benefits, such as: commitment programs.

Weaknesses:

Business has actually experienced lack of technical and monetary resources, which has restricted its
capability to grow its company domestically and globally.

Balaji Wafers Taking The Pepsi Challenge case analysis is dealing with increasing decline of
Mexican Peso, which has resulted in decreasing of the monetary performance.

Business has absence of experience and knowledge of operating in theme and theme park in
industry, which has limited its diversity in the highly demanded and lucrative amusement park
industry.

Threats:

Balaji Wafers Taking The Pepsi Challenge faces extreme competition from international and
domestic competitors in addition to quickly altering patterns of entertainment industry and client
preferences. This might lead to business losing its identity as a strong brand name and key player

Business suffers from an increased risk of replication of its organisation model by numerous rivals.
The business model is the core strength of the business and the main reason of company's success.

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The increasing decline of Mexican Peso against the U.S. dollars may decline business's financial
stability.

Opportunities:

The business can avail the opportunity of increasing need of theme parks in U.S. by going into the
U.S. entertainment industry.

Considering the high internet penetration in Mexico, the business can take advantage of this
opportunity by establishing an interactive digital platform for marketing its service and bring in
maximum clients.

QUALITY STANDARDS
Balaji Wafers is committed to providing Quality products and takes extra care to ensure that its high
standards are met at every step of production.
Only the best and graded raw materials are used for making the products. Production is continuous and
automatic to ensure Zero human contact to preserve its sterility. International parameters are strictly
adhered to for nutritional and hygienic values.

MANUFACTURING FACILITIES
Balaji Wafers is constantly striving to upgrade its technological strengths with latest machinery and
processes. The aim is to manufacture the best possible product, with an eye towards “green” practices and
smoother work systems for the staff.
The company was among the first to install a fully automated plant in Gujarat.

VISION
The Company’s Vision, shared by the brothers and the young is to grow into a global giant using modern
methods and techniques. The key drivers in this journey of growth will continue to be the age-old
traditions of Trust and Quality, without any compromise

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MISSION
The company aims to a ‘value for money product’, accessible to consumers all across the country. To
accomplish this, the company is seeking to strategically develop a strong and credible distribution
network, C&F agents, dealers and retailers.

DEPARTMENTS OF COMPANY :-
PRODUCTION DEPARTMENT

MARKETING DEPARTMENT

HUMANRESOURCE DEPARTMENT

PRODUCTION DEPARTMENT:-

 Production planning & control

 Production capacity
 Packing department

MARKETING DEPARTMENT:-

Channel of distribution
Manufacture>Distributor>Dealer>Retailer>consumer

Marketing mix
 Product
 Price
 Place
 Promotion

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HUMANRESOURCE DEPARTMENT:-

 Recruitment and selection

 Human resource information system
 Wage and salary administration
 Training and development
 Employee benefits and services

COMPETITORS :-

 Uncle Chips
 LAY’S ingo
 Parle’s Wafers
 Pringles chips
 Gopal Namkeen
 Haldiram’s Chips
 Kettle Studio
 Yellow Diamond
 Budhani Wafers

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ABOUT THE TOPIC:-
In today's competitive environment, the role of packaging has change due to increasing self-service
and changing consumer's lifestyle. Firm's interest in the package as a total of sales promotion is
growing increasingly. The package become an ultimate selling preposition stimulating impulsive
buying behavior, increasing market share and reducing promotional costs. Packaging can be defined
as the container which is necessary to convey a product to the ultimate consumer, as contrasted with
packing (cartons, crates, etc.) that is required for bulk shipment. Also, packaging is art of enclosing
or protecting products for distribution, strong, sales, which is bought by the consumer, pilditch has
defined packaging as the silent salesman in the store and it was the only communication between a
product and the final consumer at the point of sales, most consumers are moved by the products
package, that is by the color of the design used, barrier protection, the image used, information
transmission that is how to use the product and mostly containing the expiry date for the product.
Now for a product to travel safely through the channel of distribution it must have at least the
minimum protection offered by the through the use containers, this is called packaging. Packaging
actually plays a critical role in protecting fresh produce and processed food in transit, in strong, at
point of sale, and prior to consumption. In doing so, it help deliver a wide range of function while
reducing food waste. Packaging as a silent salesman is directed toward influencing the point of
purchase buying decision through the package design, color, etc. Most companies are involved in
packaging primarily to gain a non-price competitive advantage by utilizing the package to present a
favorable image of the product which it contains. Packaging is a critical strategic element for brand
differentiation and identity. Underwood, Klein and Burke found that designing packages with
product images gain attention for brands, especially brand that are less familiar and that provide
experiential benefits.

Packaging really affects the buying behavior of some individual at the young people. Packaging
provides the manufacturer with the final to persuade prospective buyer prior to brand selection,
because shoppers are exposed to packages just as they are in other forms of promotion. Also,
consumer can easily overcome the challenge of visually assessing volume contained a variety of
shapes because most product labels provide the information via packaging.

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The purchase design is a series of choices or judgment made by a consumer prior to making a
purchase that begins once the consumer has established a willingness to buy. The consumer must
then decide where making the purchase, what brand, model, or size to purchase, when to make the
purchase, how much to spend, and what method of payment will be used., but this decision can only
be influence by the product package, how different is the product form other brands, thus packaging
affects consumer purchase decision.

According to Rundh package attracts consumer's attention to particular brands, enhances its image,
and influences consumer's perception about products, thus packaging a certain product based on
your consumer needs, the producer can use labeling or image description to arouse the interest of
the consumer to purchase that product, when the consumer is moved by the image or label used to
package the product he or she desires or makes a purchase for that product is needed.

A lot of firms in the industry have embarked on one strategy or the other in order to gain more
market share for their products. In an attempt to get more customer to purchase their product,
companies have engaged in different innovation so as to make their product compete with that of
competitors, the packaging form is one way to gain consumer notice. Organization now engage in
good packaging and repackaging of their product making it difficult for consumers to make choices
among different competing product. Also a lot of money has been incurred by organizations
because of packaging. Mostly when trying to differentiate their products form competitors. Also,
the problem of the issue of product differentiation in enhancing consumer evaluation of the product
has not been ascertained important to increase the purchase of a product. If the information supply
of the label does not agree with the knowledge and expectation of the consumer, it may serve as a
disincentive for the product purchase. It is against this background that this study seeks to examine
the impact of packaging on consumer purchase decisions.

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The Factors that influence a Product’s Packaging:-
 Protection: Packaging of the product is done to protect it from damage during
shipping and handling, and to lessen the decaying in case the product is exposed
to foul air or other harmful factors by accident.

 Design & Structure: Good packaging design and proper structure can add value
to a product. For instance, the benefits can be obtained from the structure of a
package that enhances the function of the product while the design give the
product an appealing look.

 Appearance: Package design should be attractive enough to capture customers’

attention as they are shopping or just glancing through a catalogue or your
website. This is particularly important for customers who are not very familiar
with the product. Designs that are unique and stand out are more likely to stay in
the mind of a shopper.

 Acceptance: Package designs are not just to attract the end user, they also have
to be accepted and liked by distributors who are going to sell the product. For
instance, a retailer may not be interested in your package if it does not conform to
the requirements they have, for storing the products and displaying them on the
shelves.

 Cost: Packaging of a particular product can be a significant portion of its selling

price. In the cosmetics industry, it is estimated that the packaging cost of some
products may be as high as 40% of its product’s selling price. Make smart
packaging decisions in order to reduce the product’s selling price and possibly
lead to higher profits due to increase in sales.

 Re-designing: Developing an entirely new package for your product can be

expensive. But it is also important to be part of the trend, since your product
should appeal to your consumers. If you feel that your product packaging requires
an update, then consider re-designing the package.

 Environmental & Legal Issues: While deciding on the package structure and

design, you should also include assessment of its environmental impact especially
for product packages that are frequently discarded. Ensure that you create
packages that do not infringe on intellectual property, such as trademarks,
copyrights or patents, held by others companies. These are some of the key
factors that influence a product’s package design and branding. With constant
innovation in design and printing, packaging has become a key influencer in the
market and helps attract the right attention amongst a hoard of other products.

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Characteristics of packaging

To contain produce

 As an efficient handling unit, easy to be handled by one person.

 As a marketable unit. e.g. units with the same content and weight.

To protect produce against

 Rough handling during loading, unloading and transport - rigid crate.

 Pressure during stacking.
 Moisture or water loss with consequent weight and appearance loss.
 Heat: air flow through crate or box via ventilation holes.
 Fumigation possible through ventilation holes.

To communicate:

 Identification: a label with country of origin, volume, type or variety

of product, etc. printed on it.
 Marketing, advertising: recognisable trade name and trademark.

To market the product:

 Proper packaging will lead to reduced injuries of fruits and

vegetables and subsequently to improvement of appearance.
 Standard units (weight, count) of a certain produce will increase
speed and efficiency of marketing.
 With reduced costs of transport and handling, stacking and
combining of packages into layer units like pallets is possible. A
more efficient use of space and reduced losses will lower the
marketing costs.
 Labels and slots facilitate inspection.

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FMCG INDUSTRY DETAIL:-
The fast moving consumer goods (FMCG) segment is the fourth largest sector in the Indian
economy. The market size of FMCG in India is estimated to grow from US$ 30 billion in 2011 to
US$ 75 billion in 2018. Food products is the leading segment, accounting for 43 per cent of the
overall market. Personal care (22 per cent) and fabric care (12 per cent) come next in terms of
market share. Growing awareness, easier access, and changing lifestyle have been the key growth
drivers for the sector.

FMCG goods are popularly known as consumer packaged goods. Items in this category include all
consumables (other than groceries) people buy at regular intervals. The most common in the list are
detergents, shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff and household
accessories and extends to certain electronic goods. These items are meant for daily of frequent
consumption and have a high return.

PESTEL Analysis:-
A PESTAL analysis is a framework or tool used by marketers to analyse and monitor the macro-
environmental (external marketing environment) factors that have an impact on an

organisation. The result of which is used to identify threats and weaknesses which is used in a
SWOT

analysis.

Political

Tax structure: complicated tax structure, high in direct tax and changing tax policies are
challenges for this sector.

Infrastructure issues: performance of FMCG sector is very much dependent on government

spending on agricultural, power and transportation infrastructure.

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Page 18 of 36
Economical

GDP Growth: Growth of FMCG industry is consistent with the Indian economy, it has grown by

15% over past 5 years. But it has not affected much to Indian FMCG sector.

Consumer Income: over the past few years, India has seen increased economic growth. The GDP
per capita income of India increased from 797.26 US$ in 2006 to 1262.4 US$ in 2014. It resulted in
increase of consumer expenditure. Private consumption: The Indian economy, unlike other
economies, has a very high rate of private

consumption (61%).

Social

Change in consumer profile: Rapid urbanization, increased literacy, increase I nuclear families
and rising per capita income, have all caused rapid growth and change in demand patterns, leading
to an explosion of new opportunities. Around 45 per cent of the population in India is below 20 year
to rise future.

Change in life style: In past decade change are taking place in consumption pattern of Indian
consumer with more spending on discretionary (52%) than necessities (eg food, clothing), in last
decade the apparel, footwear and healthcare segments have registered highest wroth whereas
essentials such as cereals, edible oil, fruits and vegetables shown decline.

Technology

Effective use of technology is seen only in leading companies like HUL, ITI etc. E-Commerce will
boost FMCG sales in future. More than 150 million consumers would be influenced by digital by
2020 and they will spend more than $45 billion on FMCG categories.

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Environmental

The FMCG manufacture products from raw materials that are grown in the fields and are result of
agriculture activities in the region, therefore they are careful in protecting and preserving the
environment.

The constraint on energy is reduced by using alternative sources of energy like herbal waste.
Government also has made some antidumping law which prohibits manufacturing facilities to
contaminate any clean source of water flow.

Legal

Government replaced various indirect taxes imposed on FMCD with a more direct approach, i.e.
GST.

This will help in lowering price as all taxes imposed increase the cost of production and

producer sector for profit maximization.

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 CHAPTER : 2

Literature Review

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LITERATURE REVIEW :-

Gelperowic & Beharrell (1994) in their study investigated the product and packaging factors
affecting purchase decision by mother and child, with special reference to healthy food products. It
was perceived that in terms of a healthy food products, the packaging had to be nice-looking and
appealing to children to make them eat it and to assure mothers that they would eat it, but in order
to make the mother buy it in the first place, without any guilt feeling, the healthy aspect of the
product was needed to be signalled on the pack. Hence healthy food products had to be fun and
attractive to appeal to children and had to show mothers their healthy aspect.

Bassin (1998) identified five key areas in packaging which gave value added function for
consumer. The author suggested that packaging could add value through brand identification, serve
as the advertisement at the point-of-sale, help the consumer transport the product, improve at-home
storage, add value by providing task assistance etc.

Simmons (1948) identified the importance of eye appeal, the attractiveness, and the stimulus to
impulse buying which transparent wrapping films (cellophane) could impact to consumer goods.
The author suggested that if properly executed, pre-packaging could revolutionize the marketing of
fresh fruits, vegetables, meats etc. He suggested that this could lower handling cost, reduce waste
and increase sales.

Dhar et al. (1996) explored the relative impact of package coupons on profit. The results suggested
that, of the various package coupons, on-pack coupons lead to the highest impact on profits.
Further, while peel-off lead to a higher market share than in-packs, because they lead to higher
profit than peel-off, though only for stronger brands.

Schoormans & Robben (1997) investigated the effect of the degree of division of coffee packages
on consumer attention and categorization findings suggested that the more a package redesign
deviated from the existing package design in a product category, the more product attention was
induced. An inverted U shaped relationship existed between the discrepancy of new product

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packages in a product category with the existing package and the evaluation of the product. Further
the authors conveyed that a trade-off has to be made by manufacturers and package designers
between the ability of modified package to draw attention and to avoid negative package evaluation
of such packages. Moderate package deviation of modified packages looked to give the best trade-
off with regard to drawing attention and creating favourable consumer evaluation of a well-
established brand.

McCracken & Mackin (1998) identified the association between brand names and accompanying
visuals (pictures) on consumer packaged goods. It was seen that when visuals were associated with
a brand name, then memory for the brand increased. It was also found that memory was greater for
brand names that were prior associated in consumers memory than for family and novel brand
names, further it was found that packaged goods having visual cues that reinforced the respective
brand names stimulated greater memory for the brand names than packaged goods having name
unassociated visual cues and /or visual cues. Attribute-associated visual cues facilitated greater
memory than attribute un-associated visual cues. The findings were in congruence with associative
network theory.

Nancarrow et al. (1998) illustrated how an understanding of consumer models, psychological

processes and the appropriate use of marketing research techniques could help in the design of food
packaging and label copy to provide a company with a competitive advantage. The authors
highlighted that an understanding of the consumer was central to the success of a pack design.

Underwood & Ozanne (1998) proposed a normative framework to direct the design of effective
communication in product packaging. The authors suggested that a set of norms (i.e. the norm of
truthfulness, the norm of sincerity, the norm of comprehensibility and norm of legitimacy) could
direct the complex task of designing good product packaging. The key finding from this study was a
recurring theme of duplicity in relationship between consumers and packaging.

Rettie & Brewer (2000) described the concept of brain laterality in processing the information
(visual & verbal) under condition of fast perception with respect to product packages. The authors
explored the relationship between the positioning of copy (verbal) and picture on different sides of a

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pack, and the recall of those elements. The results showed that to maximize recall, words should be
on the right hand sides of packs, pictures should be on the left. The results confirmed the
asymmetry of perception of elements of packaging.

Bone & France (2001) examined how the graphical component of the package influenced
consumer beliefs even when the verbal component of the results showed that the graphical
component of the label could significantly influence attribute beliefs and purchase intentions even
when the verbal component of the package was held constant and provided accurate product
attribute information.

Calclch & Blair (2001) examined the perceptual task involved in consumer acquisition of product
information from packages. The study related the time needed to acquire packages information with
a perceptual skill called disembedding. Authors concluded that when disembedding skill correlates
with acquisition time, there were substantial differences among consumers in the length of time
needed to acquire package information. The results also showed that acquisition time varied across
types of information in a manner consistent with their perceptual accessibility, and that acquisition
time did not vary across product categories with equally complex information displays. Price was
acquired fastest, protein next fastest, iron third and servings per package slowest.

Underwood (2003) proposed that packaging was posited to influence that brand and self identify
via mediated (through exposure to mass-communication culture and mass media products) and lived
in experience (interaction with the brand, typically resulting from purchase and usage).

Lo fgren (2005) argued that packaging was more than physical boxes, bottles, jars, and cans that
protected the goods they contain moreover, because products contained both tangible elements
(goods) and intangible elements (services), the paper suggested that the consumption of physical
goods and services cannot be separated rather it should be integrated into a process with two major
steps the 'the first and second moments of truth.'

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Clement (2007) in his article described the impact of visual attention on consumers in store buying
behaviour. The article pointed out the advantages of a human behaviour model (self-organizing
criticality system) to describe the in-store purchase and demonstrated through an eye-track
experiment how visual impact from packaging design influenced buying behaviour and revealed
phases in the decision process. The experiment also showed an extended decision process where
visual attention at the point of sale was a key factor for the post-purchase phase.

Sehrawet & kundu (2007) in their study compared the buying behaviour of rural and urban
consumers with special reference to packaging the study showed that rural and urban consumers
varied significantly on various aspects of packaging, rural people felt that packaging was more
helpful in buying than their urban counterparts, and they stronger opinions that better packages
usually contained better products.

Silayoi & Speece (2007) discussed the role of packaging elements using a conjoint approach among
consumers for packaged food products in Thailand. Results indicated that packaging technology
which conveyed a message of convenience and ease of use in this study played the most important
role in consumer's likelihood to buy.

Lo "fgren et al. (2008) explored a better understanding of how customer evaluated different
aspects of the package in the first and second moments of truth results showed that there were
significant differences for the impacts of customer satisfaction on loyalty in the first moment of
truth compared to the second moment of truth.

Hill & Tilley (2002) explored the breakfast cereal market and the perception of packaging from the
perspective of a child. The research project outlined the use of packaging as a marketing
communication tools and explored how children processed this information. Taking the child
perspective of packaging, the research finding had challenged the perception of manufacturers and
adults. Children were more aware and sceptical of all form of marketing communication than
adults. From the findings the authors concluded that there were some apparent inconsistencies
between manufacturers and children's views and the finding also portrayed that adults were
understood on how aware children were as consumer in today's society. THE

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Sauvage (1996) examined the importance of shape in creating an image about the product and the
brand. He also mentioned that the material of a package affected consumer through process. He
even identified that carefully chosen typography was important for readability.

Underwood (2003) even suggested that consumer linked meanings to the package colours in three
different groups namely 'the physiological', 'the cultural', and 'the associational'. He also explained
the significance of size of the package and the information it displayed.

Alice louw (2006) says that packaging is also important in the marketing environment. According
to him the best packaging leaves the good image of the product in the consumer mind. Packaging of
cosmetics is to attract the customer towards the Beauty of the package so that only the display of the
product Could attract the customers towards them. The cosmetic Companies ends their product with
the most handy and Affordable package so that customer feel the convenience with Attraction both
at the same time(Mohamed Syazwan Ab & Mohd Remie Mohd, 2012).

Kupiec and Revell (2001) successfully prove that the Behaviour of consumers toward products
characterized by High involvement is less influenced by image issues and Visual response. In such
cases, consumers need more Information about the products such as ingredients, expiry Date,
country of origin, etc. Written information on the Package can assist consumers in making their
choice Carefully as they consider product characteristics

Saeed, Lodhi, Mukhtar, Hussain, Mahmood and Ahmad (2011), integrate the brand image,
brand attachment and environmental effects and their impact on consumer purchase decision.
Results elaborates that brand image don’t have a positive relation with purchase decision, brand
attachment has a moderate positive relation with purchase decision and environmental effects but
don’t have a positive relation with purchase decision.

Nawaz Ahmad (2012) done a study on “Effect of Product Packaging in Consumer Buying
Decision”. The method of the study was collected data through primary sources. In conducting this
study, survey questionnaires were administered for data collection. We made a list of questions,
which were narrowed down, to a few. Then we gave out the questionnaires. The conclusion is that
According to research, we found out that colour of a product’s packaging is the most significant
characteristic, followed by the picture or the image on the product packaging.

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Sidrah Waheed(2018) done a study on “Product Packaging and Consumer Purchase
Intentions”.The sample size is 278. The conclusion is that packaging material has the strongest
influence on consumer purchase intentions followed by packaging color, font style, packaging
design and printed information.

Mr. Mitul M. Deliya & Mr. Bhavesh J. Parmar(2012)done a study on “Role

of packaging on consumer buying behavior”.The Objective is The purpose of this research is to
know the relationship between independent variable and dependent variables . The conclusion is
Package could be treated as one of most valuable tool in today’s marketing communications,
necessitating more detail analysis of its elements and an impact of those elements on consumers
buying behavior

P Thakur, P Mehta, N Gupta(2017)done a study on “An impact study of food product

packaging on consumer buying behaviour”.The method is Convenience sampling technique was
used for the present study for collection of data. The study was conducted by using both Primary
and Secondary data.. The conclusion is the impact of packaging and its elements on consumer’s
purchase decision is quite significant in respect to the consumer’s varied choice.

M Sehrawet, SC Kundu (2007) done a study on “Buying behaviour of rural and

urban consumers in India: the impact of packaging”.The sample size is A survey of 1090 urban and
rural respondents was carried out of which 523 were rural and 567 were urban. The conclusion is
Rural residents found that packaging is more helpful in buying, that better packaging contains a
better product and that they are more influenced by the ease of storing a package than their urban
counterparts. Ease of carriage, package weight, simplicity, transparency and similarity of packaging
have comparatively less impact on purchase decisions of rural consumers than urban ones.
However, rural consumers are more critical about packaging as they strongly consider that it
contributes to misleading buyers and is also an environmental hazard.

J Rokka, L Uusitalo(2008) done a study on “Preference for green packaging in consumer

product choices–do consumers care?”.The sample size is 330. The conclusion is the increasing
importance of ethical and environmental dimension in product choices.

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Objectives
OBJECTIVE OF THE STUDY

This paper tries to analysis and find out the most important elements of packing that influence the
buying decision process. Thus, the paper will try:

 To find out the impact of packaging on the buying behaviour decision.

 To know the most important factor of packaging on the consumer behaviour.
 To find demographic effect on consumer buying behaviour .

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 CHAPTER : 3

RESEARCH METHODOLOGY

Page 29 of 36
RESEARCH METHODOLOGY
OBJECTIVE OF THE STUDY

This paper tries to analysis and find out the most important elements of packing that influence the
buying decision process. Thus, the paper will try:

 To find out the impact of packaging on the buying behaviour decision.

 To know the most important factor of packaging on the consumer behaviour.
 To find demographic effect on consumer buying behaviour.

Research Topic

"A Study on Effect of Product Packaging on Consumer Buying Behaviour of Balaji."

Data sources

Primary data

Questionnaire Collected through structured questionnaire.

Secondary data

Company websites, Internet.

Research Design

Descriptive research: Descriptive research design is a type of research design that aims to obtain
information to systematically describe a phenomenon, situation, or population. More specifically, it
helps answer the what, when, where, and how questions regarding the research problem, rather than
the why.

Sampling Technique

Random Sampling

Sample size

100 questionnaires paper filled from different geographic area in Bardoli Area.

Sampling Area:

To research conducted at Bardoli

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Sampling Instrument:

Questionnaire

SCOPE OF THE STUDY:

The purpose of this study is to Research on Effect of Product Packaging on Consumer Buying
Behaviour of Balaji

LIMITATION OF STUDY:

 The time period of this study was limited.

 The population of Bardoli is very high and Review of customers towerds Balaji is Limited.
 Workers and managers could not give enough time.
 The sample size taken for the survey was 100.

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Questionnaire:-

I am DARSHAN PATEL Student of BBA semester 6 from UKA TARSADIA UNIVERSITY,

Bardoli . As part of my winter internship at RAJ AGENCY (BALAJI WAFERS) bardoli I am
required to prepare a project report on “A Study on Effect of Product Packaging on Consumer
Buying Behaviour of Balaji”. So I seek your kind help to assist me by answering few questions.
Your response can put more light on my research work and I can come out realistic findings.

1. Name:
_________________________________________________________________________

2. Area: _________________

3. Gender:
A. Male
B. Female
C. Transgender

4. Monthly Income:
A. 20,000-40,000
B. 40,000-60,000
C. 60,000-80,000
D. 80,000 and above

5. Occupation:
A. Housewife
B. Entrepreneur
C. Employee
D. Student
E. Other (specify________)

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6. Marital Status:
A. Married
B. Engaged
C. Single

7. Age:
A. 18-30 years
B. 31-40 years
C. 41-50 years
D. 41-50 years

8. Education
A. 10th Pass
B. 12th Pass
C. Graduate
D. Ungraduate

9. Are you purchase this product by packaging color.

A. Strongly Agree
B. Agree
C. Neutral
D. Disagree
E. Strongly Disagree

10. Are you like this brand products because Your friend and family use to consume this.
A. Strongly Agree
B. Agree
C. Neutral
D. Disagree
E. Strongly Disagree

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11. Are you agree that product packaging quality is superior.
A. Strongly Agree
B. Agree
C. Neutral
D. Disagree
E. Strongly Disagree

12. Sometime you got confuse because this brand have so many variety.
A. Strongly Agree

B. Agree

C. Neutral

D. Disagree

E. Strongly Disagree

13. Are inspire to purchase this brand by packaging.

A. Strongly Agree

B. Agree

C. Neutral

D. Disagree

E. Strongly Disagree

14. Are you understand the language used on this package.

A. Strongly Agree

B. Agree

C. Neutral

D. Disagree

E. Strongly Disagree

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15. Are you easily find this brand anywhere.
A. Strongly Agree

B. Agree

C. Neutral

D. Disagree

E. Strongly Disagree

16. Are you agree that price quality is appropriate in respect to packaging quality.
A. Strongly Agree

B. Agree

C. Neutral

D. Disagree

E. Strongly Disagree

17. Are you easily find product information on back side of the packaging.
A. Strongly Agree

B. Agree

C. Neutral

D. Disagree

E. Strongly Disagree

18. Are you purchase this product because it available in all require sizes.
A. Strongly Agree

B. Agree

C. Neutral

D. Disagree

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 E. Strongly Disagree

19. Are you purchase this product after watching packaging design.
A. Strongly Agree

B. Agree

C. Neutral

D. Disagree

E. Strongly Disagree

20. Are you purchase this product because it is convenient to You.

A. Strongly Agree

B. Agree

C. Neutral

D. Disagree

E. Strongly Disagree

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