A PROJECT REPORT

ON

“A STUDY ON EXAMINING THE ROLE OF PACKAGING

DESIGN IN CONSUMER DURABLE PRODUCT”

SUBMITTED TO
HEMCHAND YADAV VISHWAVIDYALAYA, DURG
IN PARTIAL FULFILLMENT OF AWARD OF DEGREE
Bachelor of Business Administration 2023-24

SUBMITTED BY: RISHIL JAIN

(SEM.-VI) ROLL NO: 20339017082
ENROLLMENT NO: HU/339/20017110

Department of Management Studies

SHRI SHANKARACHARYA MAHAVIDYALAYA
JUNWANI, BHILAI (C.G)

Dr. Archana Jha Guided By:

Principal Dr Sandeep Jaswant
(HOD)
 Acknowledgement

I have tried in this project to achieve its objective and adopt a new learning however; it would
not have been possible without the kind support and help of many individuals and
organizations. I would like to extend my sincere thanks to all of them. I would like to expressly
gratitude towards DR. ARCHANA JHA (PRINCIPAL) SHRI SHANKARACHARYA MAHAVIDYALA (C.G)
for their kind co-operation and encouragement which helped me in completion of this project I
am highly indebted to DR. SANDEEP JASWANT (PROJECT GUIDE) for their guidance and constant
supervision as well as for providing necessary information regarding the project and for their
support in completing the project. I would like to express my special thankfulness to the store
manager for giving me such attention, time and opportunity to avail short term training in
JAIN SALES (DURG). My thanks and appreciation also goes to my classmates in developing the
project and people who have willingly helped me out on this project .

RISHIL JAIN
BBA (semester)

Enrollment number: HU/339/20017110

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 PREFACE

I have completed the project work on “A STUDY ON CONSUMER’S PERCEPTION TOWARDS

JAIN SALES.” This is a part of complete management study.

Carrying and completing such a project is not an easy task. One must be careful before
gathering the data required otherwise the very essence of the project will get lost and the
real and correct idea will remain unexposed before the reader.

I have collected the information using a questionnaire. This questionnaire was filled out by
customers. Then, I interpret their answers through a pie chart analysis. The project has
played a significant role in my life in gaining knowledge in the marketing field.

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TABLE OF CONTENTS

CHAPTER CONTENTS
NUMBER
1 Introduction to the study.

2 Company Profile/Industry Profile

 About the Company /Industry
3 Literature Review
 Related to the work done in your study

4 Research Methodology

5 Data Tabulation , Analysis and Results

 Results of the Analysis

6 Findings of the study

7 Recommendations

8 Limitations

9 Conclusions

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 CHAPTER 1:
INTRODUCTION

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Packaging design refers to the design and development of the packaging for consumer
durable products. This can include the shape, colour, size, material, and graphics used for
the packaging, as well as the information that is included on it. Packaging design is an
important aspect of product marketing and can have a significant impact on consumer
behaviour and purchasing decisions. A well-designed package can help to differentiate a
product from its competitors, attract consumer attention, and convey important
information about the product's features, benefits, and usage. On the other hand, poor
packaging design can lead to consumer confusion, reduce product appeal, and have a
negative impact on sales. The role of packaging design in consumer durable products is to
provide information, protect the product during shipping and storage, and support brand
recognition and consumer preferences.

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 CHAPTER 2:
INDUSTRY PROFILE/COMPANY PROFILE

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MARKET PROFILE

We are all familiar with a multi-brand retail store but so far, our understanding has been
mostly from a consumer perspective. When you step into the shoes of a business owner, the
point of view completely changes.
To understand a multi-brand retail store, let’s understand a single-brand retail store. Any
store that sells products or goods of one single brand is called a single-brand retail store.
They could be direct retail stores set up by manufacturers or the brand, franchisees, factory
outlets or more.
But the fact is that consumers can find only one brand of any product segment in such
stores.
Multi-brand retail stores, on the other hand, offer you products and services of a number of
different brands at one single place. And as a consumer, one can walk in, look for options,
compare prices, features and specifications offered by different models and brands and
choose the one they prefer the most.

MARKET ANALYSIS

A multi-brand electronic showroom is a retail store that specializes in selling electronics

products from different manufacturers. Market analysis for such a showroom involves
examining the overall market trends, consumer behavior, and competition in the electronics
industry.

Market Size and Growth: The global electronics market size was valued at $1.47 trillion
in 2020 and is projected to grow at a CAGR of 5.6% from 2021 to 2028. The market growth is
driven by the increasing demand for electronic products, advancements in technology, and
the rising popularity of smart devices such as smart phones and tablets.

Target Market: The target market for a multi-brand electronic showroom includes
consumers who are looking for a variety of electronic products under one roof. This could
include individuals, families, and businesses that need electronics for personal or
professional use.

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Consumer Behavior: Consumers are increasingly relying on electronics in their daily
lives, and they often prefer to buy from a store that offers a wide selection of products. The
showroom should focus on offering a range of electronics from different brands to cater to
the diverse needs and preferences of the consumers. Customers also tend to look for
competitive pricing and excellent customer service.

Competition: The electronics industry is highly competitive, with several established

players in the market, including big-box retailers, online marketplaces, and specialized
electronics stores. To compete effectively, a multi-brand electronic showroom needs to
differentiate itself by offering a unique value proposition, such as a larger selection of
products, superior customer service, or exclusive deals and promotions.

Marketing Strategy: A multi-brand electronic showroom can employ various marketing

strategies to attract customers, including online and offline advertising, promotions, and
social media campaigns. It can also partner with electronics manufacturers to offer exclusive
deals and discounts to customers.
Overall, a market analysis for a multi-brand electronic showroom should consider the
market size and growth, the target market, consumer behavior, competition, and marketing
strategy to determine the viability and potential success of the business.

TOP BRAND IN SHOWROOM

 GENERAL

 VOLTAS

 PANASONIC

 BOSCH

 SAMSUNG

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COMPANY PROFILE

Company Name: JAIN SALES

Overview: This Multi Brand Showroom is a retail store that specializes in selling a wide
range of electronics products from various manufacturers. The store provides customers
with a diverse selection of products to choose from and focuses on delivering excellent
customer service.

Mission Statement: Our mission is to provide customers with a wide range of quality
electronics products from leading manufacturers while delivering superior customer service
and competitive pricing.

Products and Services: The Multi Brand Electronic Showroom offers a variety of electronic
products, including Air conditioners, Washing Machines, Refrigerators, Water coolers, Air
coolers, Deep freezers, home appliances and accessories. The store also provides
installation and maintenance services for electronic products.

Target Market: The target market for the Multi Brand Electronic Showroom includes
individuals, families, and businesses that require a wide range of electronics products for
personal or professional use.
The store caters to customers who value quality, reliability, and excellent customer service.

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Competitive Advantage: The Multi Brand Electronic Showroom differentiates itself from
competitors by offering a wider selection of products from leading brands, competitive
pricing, and superior customer service. The store also provides installation and maintenance
services, which adds value for customers who require assistance with their electronic
devices.

Marketing Strategy: The Multi Brand Electronic Showroom employs a variety of marketing
strategies to attract customers, including online and offline advertising, promotions, and
social media campaigns. The store also partners with leading electronics manufacturers to
offer exclusive deals and discounts to customers.

Location: INDIRA MARKET, STATION ROAD, DURG

Management Team: The management team of the Showroom consists of experienced

professionals with extensive knowledge of the electronics industry and a passion for
delivering excellent customer service.

Conclusion: JAIN SALES is a reputable retail store that provides customers with a wide range
of quality electronics products from leading manufacturers, superior customer service, and
competitive pricing. With a strong focus on customer satisfaction, the store is well-
positioned to succeed in the highly competitive electronics industry.

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 CHAPTER 3:
LITERATURE REVIEW

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Packaging design plays an essential role in the consumer durable product industry. The
packaging serves as the first point of contact between the product and the consumer,
influencing their purchase decision. This literature review provides an overview of the role
of packaging design in the consumer durable product industry.
According to Hargreaves and Nieuwenhuizen (2018), packaging design plays a significant
role in influencing consumer behavior. The design elements, such as color, typography, and
graphics, can evoke emotions and influence consumers' perception of the product's quality
and value. A well-designed package can also create a positive brand image and build
customer loyalty.
Another study by Chen and Liu (2019) highlights the importance of packaging design in
creating a unique product identity. The design should reflect the product's features,
benefits, and brand personality, creating a connection with the consumer. The study also
emphasizes the need for sustainable packaging designs, as consumers are increasingly
conscious of the environmental impact of packaging.

In conclusion, packaging design plays a crucial role in the consumer durable product
industry. A well-designed package can influence consumer behavior, create a unique
product identity, improve usability and convenience, and drive innovation. As such,
companies must prioritize packaging design as an essential element of their marketing
strategy

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 CHAPTER 4:
RESEARCH METHODOLOGY

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 Research Design Descriptive Research
Sample Location DURG
Sample Size 100 Consumers
Sampling Technique Convenience Sampling
Data Collection Primary and Secondary
Survey Instrument Structured Questionnaire
Data Analysis Statistical Analysis
Data Representation Pie Chart and Bar Graph

Types Of Questions Close Ended Questions

1. Defining the research problem:

The first step would be to clearly define the research problem, which is to understand the
role of packaging design in influencing consumer behaviour and purchase decisions in the
consumer durable product industry.

2. Developing research questions and objectives:

Based on the research problem, research questions and objectives should be developed to
guide the study. For example, the research questions could be: How does packaging design
influence consumer behaviour and what are the key elements of packaging design that
impact consumer perceptions of quality and value?

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 CHAPTER 5:
DATA TABULATION, ANALYSIS and REPORT

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 1. Is packaging design important when you are making purchasing decisions for
consumer durable products?

Respondent Percentage
Highly Satisfied 28 28
Satisfied 34 34
Neutral 26 26
Dissatisfied 2 2
Highly Dissatisfied 10 10
Total 100 100

Analysis – Chart 1

Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

Interpretation- Maximum numbers of respondents are satisfied

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 2. Do you feel that packaging design influences your perception of a product's quality
or value?

Respondent Percentage
Highly Satisfied 28 28
Satisfied 28 28
Neutral 18 18
Dissatisfied 24 24
Highly Dissatisfied 2 2
Total 100 100

Analysis –

Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

Interpretation- Maximum numbers of respondents are satisfied

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 3. Have you ever purchased a consumer durable product based solely on its packaging
design?

Respondent Percentage
Highly Satisfied 26 26
Satisfied 10 10
Neutral 44 44
Dissatisfied 12 12
Highly Dissatisfied 8 8
Total 100 100

Analysis –

Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

Interpretation- Maximum numbers of respondents are Neutral

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 4. Have you ever been disappointed with a product because the packaging did not
accurately represent what was inside?

Respondent Percentage
Highly Satisfied 26 26
Satisfied 32 32
Neutral 20 20
Dissatisfied 22 22
Highly Dissatisfied 0 0
Total 100 100

Analysis –

Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

Interpretation- Maximum numbers of respondents are satisfied

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 5. Do you think businesses should prioritize eco-friendly packaging designs even if it
may increase the product's cost?

Respondent Percentage
Highly Satisfied 34 34
Satisfied 10 10
Neutral 12 12
Dissatisfied 20 20
Highly Dissatisfied 24 24
Total 100 100

Analysis –

Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

Interpretation- Maximum respondents are satisfied

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 6. Do you think packaging design plays a bigger role in the consumer durable product
industry compared to other industries?

Respondent Percentage
Highly Satisfied 44 44
Satisfied 18 18
Neutral 24 24
Dissatisfied 2 2
Highly Dissatisfied 12 12
Total 100 100

Analysis –

Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

Interpretation- Maximum numbers of respondents are not satisfied

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 7. The information should available on the packaging when you make a decision to buy
something?

Respondent Percentage
Highly Satisfied 26 26
Satisfied 24 24
Neutral 26 26
Dissatisfied 16 16
Highly Dissatisfied 8 8
Total 100 100

Analysis –

Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

Interpretation- Maximum Respondents are satisfied

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 8. Have you ever bought something just because you liked the packaging?

Respondent Percentage
Highly Satisfied 22 22
Satisfied 8 8
Neutral 54 54
Dissatisfied 10 10
Highly Dissatisfied 6 6
Total 100 100

Analysis –

Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

Interpretation-Maximum numbers of respondents are neutral

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 CHAPTER 6:
FINDINGS OF THE STUDY

The benefits of packaging design in consumer durable products are numerous and
significant. Here are some of the key benefits:

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 1. Brand Identity: Packaging design plays a crucial role in establishing a brand identity.
The packaging serves as a visual representation of the brand and helps consumers
identify the product on the shelf. A well-designed package can create a positive
brand image and build customer loyalty.

2. Product Differentiation: In a highly competitive market, packaging design can

differentiate a product from its competitors. A unique and attractive design can
capture consumers' attention and create a lasting impression, leading to increased
sales.

3. Improved Consumer Perception: Packaging design can influence consumer

perception of the product's quality and value. A well-designed package can convey a
sense of premium quality and create a positive impression, leading to increased
customer satisfaction and repeat purchases.

4. Convenience and Usability: Packaging design can improve the consumer's

experience with the product. A user-friendly design can make it easier to use and
access the product, leading to increased customer satisfaction and loyalty.

5. Environmental Sustainability: Consumers are increasingly concerned about the

environmental impact of packaging. Sustainable packaging design can reduce waste
and promote environmental responsibility, leading to a positive perception of the
brand and increased customer loyalty.

6. Innovation: Innovative packaging design can create new market opportunities and
provide a competitive advantage for companies. Packaging can serve as a platform
for introducing new technology and features, enhancing the product's functionality
and value.

In conclusion, packaging design plays a vital role in the consumer durable product industry.
Effective packaging design can improve brand identity, product differentiation, consumer
perception, convenience, and sustainability. Companies that prioritize packaging design as a
key element of their marketing strategy can reap significant benefits in terms of increased
sales, customer loyalty, and competitive advantage

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 CHAPTER 7:
RECOMMENDATIONS TO THE STUDY

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Based on the findings of the study on the role of packaging design in consumer durable
products, the following recommendations can be made:

1. Conduct Market Research: Companies should conduct market research to

understand consumer preferences, perceptions, and attitudes towards packaging
design. This can help companies design packaging that resonates with their target
audience and effectively communicates their brand message.

2. Consider Sustainable Packaging: Companies should prioritize sustainable packaging

design that reduces waste and promotes environmental responsibility. This can help
improve customer perception of the brand and lead to increased customer loyalty.

3. Focus on User Experience: Packaging design should focus on improving the

consumer's experience with the product. Companies should prioritize user-friendly
designs that are easy to use and access, leading to increased customer satisfaction
and loyalty.

4. Invest in Innovation: Companies should invest in innovative packaging design that

sets them apart from their competitors. This can create new market opportunities
and provide a competitive advantage in a crowded marketplace.

5. Test and Iterate: Companies should continuously test and iterate their packaging
design to ensure that it effectively communicates the brand message and resonates
with their target audience. This can help companies stay ahead of trends and remain
relevant in a constantly evolving market.

6. Collaborate with Design Experts: Companies should collaborate with design experts
to create packaging that effectively communicates their brand message and
resonates with their target audience. This can help companies create packaging that
stands out and builds customer loyalty.

By implementing these recommendations, companies can effectively leverage packaging

design to improve their brand identity, differentiate their product, improve consumer
perception, enhance usability and convenience, and promote sustainability.

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 CHAPTER 8:
LIMITATIONS TO THE STUDY

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There are several limitations to consider when studying the role of packaging design in
consumer durable products. Some of the limitations are:

1. Limited Sample Size: The study may be limited by the sample size used to collect
data. A small sample size may not be representative of the entire population, making
it difficult to generalize the findings to a larger population.

2. Cultural Differences: Packaging design preferences can vary based on cultural

differences, and the study may not have taken these differences into account.
Therefore, the results may not be applicable to all cultures and regions.

3. Self-Report Bias: The study may be limited by self-report bias, as participants may
not accurately report their preferences and perceptions regarding packaging design.
This bias can lead to inaccurate or incomplete data, limiting the validity and
reliability of the study's findings.

4. Limited Scope: The study may be limited in scope, as it may only focus on specific
consumer durable products or packaging design elements. Therefore, the findings
may not be applicable to all consumer durable products or packaging design
elements.

5. Time Constraints: The study may be limited by time constraints, as it may not be
feasible to collect data over an extended period. Therefore, the study may not
capture the full range of consumer preferences and perceptions over time.

6. Industry Changes: The consumer durable product industry is constantly evolving,

and packaging design trends can change rapidly. Therefore, the study's findings may
become outdated quickly and may not be applicable to future trends and
developments.

These limitations should be taken into account when interpreting the study's findings and
applying them to real-world situations. Further research may be needed to overcome these
limitations and provide a more comprehensive understanding of the role of packaging
design in consumer durable products.

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CHAPTER 9:
CONCLUSION

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In conclusion, packaging design plays a crucial role in the consumer durable product
industry. Effective packaging design can improve brand identity, product differentiation,
consumer perception, convenience, and sustainability. Companies that prioritize packaging
design as a key element of their marketing strategy can reap significant benefits in terms of
increased sales, customer loyalty, and competitive advantage.

The benefits of packaging design include creating a unique and memorable brand identity,
improving consumer perception of the product's quality and value, enhancing the
consumer's experience with the product, promoting environmental sustainability, and
fostering innovation.

However, the study of the role of packaging design in consumer durable products is not
without its limitations, including limited sample size, cultural differences, self-report bias,
limited scope, time constraints, and industry changes. It is essential to take these limitations
into account when interpreting the study's findings and applying them to real-world
situations.

Overall, packaging design is a critical component of marketing strategy for consumer

durable products, and companies that invest in effective packaging design can gain a
competitive advantage in the marketplace. By focusing on user experience, sustainability,
innovation, and collaboration with design experts, companies can design packaging that
effectively communicates their brand message and resonates with their target audience.

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Bibliography

 www.oreilly.com/library/view/packaging-design-successful/
9781118358603/chap02
 https://creatingastorm.co.za/blog/what-is-packaging-design-definition-
objectives-examples

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