CHAPTER THREE

RESEARCH METHODOLOGY

. Research Methodology
. . Introduction
. . Meaning of Research
. . Meaning of Research of Methodology
. . Introduction to the study
. . Time of Period
. . Theoretical Framework
. . . Independent Variable
. . . Dependent Variable
. . Objective of study
. . Method of data collection
. . Analysis of data
. . Conclusion

Page |
 . . Introduction
Research is creative and systematic work undertaken to increase the knowledge. It
includes the collection, organization and analysis of information to increase the
understanding and knowledge of topic. Research is now become integral part, not
only of academic pursuit but also of all areas of humans activity. It is not only for
solving but also for increasing the knowledge.
The word Research is came from the middle French “recherche”, which means “to
go about seeking”.

. . Meaning of Research
Some people consider research as movement from known to unknown, in simple
word research means creative work undertaken by an individual, group of people or
individual in order to increase their knowledge to device a new application.
According to John W. Creswell, “Research is a process of steps used to collect and
analyze information to increase our understanding of a topic or issue.”
Redman and Mory define research as, “A systematized efforts to gain new
knowledge.”

. . Meaning of Research Methodology

Research methodology simply refers to the practical “how” of any given piece of
research. More specifically, it‟s about how a researcher systematically designs a
study to ensure valid and reliable results that address the research aims and
objectives. Research methodology involves number of questions which are:
 Why research study has been undertaken?
 How the research problem has been defined?
 What data have been collected?
 What method of data collection have been used and why?
Thus, the main objective of research methodology is to apply correct procedures or
techniques to solve a problem systemically.

Page |
 . . Introduction to Study
This study conducted purely based on primary data obtained through customer
feedbacks. By this feedback we can get data that what is taste of consumer and what
changes they want in product and how it will effect on their buying behavior. All
data easily collected from people of anand city.

. . Time of Period
A study covers a period of three month from December 2021 to February 2022.

. . Theoretical Framework
The theoretical framework between independent and dependent variables can be
expressed as follows:

Variables

Independent Variable Dependent Variable

Packaging Color
Consumer Buying
Packaging Material Behavour

Design of Wrapper

Innovation

. . . Independent Variable
 Packaging Color :
Color plays an important role in a potential customer‟s decision-making
process, certain colors set different moods and can help to draw attention.

Page |
  Packaging Material :
Any material used especially to protect something- packing, wadding.
Consumer can change its decision regarding Packaging material. High quality
Packaging attract consumer then low quality Packaging. So packaging
material has strong impact of buying behavior.

 Design of Wrapper :
The overall design also plays a vital role in attracting the consumer. Mostly
the children of 10-18 years are so sensitive to the design of wrapper. The
companies try their best to create attractive design of packaging.
 Innovation :
Innovative packaging may actually add value to the product if it meets a
consumer need such as portion control, recyclability, tamper-proofing, child-
proofing, easy-open, easystore , easy-carry, and non breakability.

. . . Dependent Variable
Consumer Buying Behaviour

. . Objective of the study

 To study the effect of package on consumer buying behavior of BRITANNIA
products.
 Are they really satisfied with the packaging of product?
 To study the sale of various product of BRITANNIA.
 To study the marketing strategy of BRITANNIA.

. . Methods of data collection

The questionnaires were distributed among the consumers to get data of
BRITANNIA product packaging through digital online from created using “Google
Forms”. Once a subject would answer the questionnaire, the raw data will
automatically be logged in a spreadsheet which can be only accessed and
downloaded by the researcher.

Page |
 . . Analysis of data
This collected data have suitably been collected and classified in the form of tables,
graphs, percentages, charts and other statistical methods as well are used to analyze
the data collected.

. . Conclusion
This chapter include all data like objective of study, scope of study, source of data,
name of study, theoretical framework, research methodology of BRITANNIA
company product packaging. Specially in theoretical framework part, it tells that
what consumer first sees in the product when they go to purchase any food product.

Page |