A Project Report

On

PRODUCT PACKAGING AND CUSTOMER SATISFACTION

Submitted in partial fulfillment

Of the requirements for the award of degree of
BBA

By

MEHAK CHAUHAN
BBA (2018-21)

Under the Supervision of

Project Guide: Mr. Tarun Goel sir Faculty Guide: Ms.Timsy sardana ma’am

State Highway-22, Bahadurgarh-Jhajjar Road, Jhajjar, Haryana-124507

Phone: 01276-699700, 01-15
Website: www.jagannathuniversityncr.ac.in
 BBA, 2018-21
Project Report Approval Form

To be Filled in by Student

Name : Course:

Batch : Section:

Roll No : Contact No:

Name of Organization:

Name of Supervisor: Designation:

Project Title :
Declaration:
I hereby confirm that this Project Report has been entirely drafted by me under the guidance of my Faculty In charge Mr. /Ms. on the
basis of and during my Summer Training at (Name of Organization). This project report
has neither been copied nor produced through any unfair means. This project report is complete and original to the best of my knowledge and
bears no resemblance with other project Reports regarding title, date and contents. I will be solely responsible if my Project Report gets
rejected by the University due to any course.

(Name & Signature of Student) Date of Submission

To be Filled in by Faculty In charge

This Project Report has been completely drafted by (Name of

Student) under my guidance. He/She have undergone Summer Training at (Name of
Organization) under the Supervision of (Name of
Supervisor in Organization). He/She has been regular and sincere during the entire duration of the Summer Training. He /She have put in
complete effort towards preparing the Project Report and I confirm that it is complete and original in all respect.

(Name & Signature of Faculty In charge) Date of Approval

 STUDENT DECLARATION

I, Mehak Chauhan, hereby declare that the project titled Product Packaging and Customer
Satisfaction which is submitted by me to Faculty of Management and Commerce, Jagannath
University, Jhajjar, Haryana, in partial fulfillment of the requirement for the award of Degree of
BBA, is my original work and has never been submitted elsewhere.

(Student Name and Signature)

Place and Date

 Table of Content

Chapter TOPIC Pg.no

1. Introduction 1-27

2 Introduction to Project 28-44

3 Research Methodology 45-48

4 Analysis 49-62

5 Findings and conclusion 63-64

6 Suggestions 65

Bibliography

List of Tables

Questionnaire
 CERTIFICATE BY FACULTY GUIDE

On the basis of declaration submitted by Mehak Chauhan, student of BBA, I hereby certify that
the project titled “Product Packaging and Customer Satisfaction” which is submitted to the
Faculty of Management, Jagannath University, Jhajjar, Haryana, in partial fulfillment of the
requirement for the award of the degree of BBA, is an original contribution with existing
knowledge and faithful record of research carried out by him/her under my guidance and
supervision.

To the best of my knowledge this work has not been submitted in part or full for any Degree or
Diploma to this University or elsewhere.

Place & Date

Signature and name(s)

Signature of Head of the of the Supervisor(s) Department

i
 ACKNOWLEDGEMENT

In this project, I Mehak Chauhan have made an honest and dedicated attempt to make the Project
Report so easy to understand for a person who is willing to get knowledge about the “Product
Packaging and Customer Satisfaction” I am deeply indebted to my lecturers & my faculties who
gave me opportunity of making project report. I am also thankful to my Project supervisor Ms.
Timsy ma’am for their kind support & suggestion for making project report.

Signature:

ii
 EXECUTIVE SUMMARY

Consumers nowadays are bombarded with too many marketing stimuli, clues in order to being
attracted by different companies. The primary purpose of packaging is to protect the product, but
packaging can be used by companies as an instrument for promoting their marketing offer, and for
boosting their sales.

A good packaging helps to identify and differentiate products to the consumers. Packaging is used
for easily delivery and safety purpose. Packaging helps companies differentiate the product from
another brand.

Companies must understand what influences consumers in their consumer buying process. They
must also understand what factors influences the buying behavior and what is the role of the
packaging elements toward buying decision process of consumers during their purchase decision.
Market research helps companies to create the ‘right’ packaging for a product, as well as the
packaging elements that might be of importance to consumers.

The scholars have recognized the importance of having loyal customers, because loyal customers
tend to buy more frequently, and are less likely to be influenced by competitors’ promotion and
communication strategies. Companies can use this understanding in a very strategic way in order
to offer the right products and services to the right customer at the right time.

Packaging can serve an imperative job in the item utilization experience, yet customer item
organizations and analysts frequently center around packaging's effect on item advancements,
dispersion and a scope of pre-utilization and cost-based capacities. Promoting and packaging
writing frequently stratify the two teaches in a way that may not precisely mirror the buyer
experience. This showcasing/packaging division disconnects advertisers and
configuration/designing leaders and may have long haul negative effect on shopper brand
connections

Packaging research regularly falls under two classifications, each in adroitly separated orders.
Mechanical innovation explores, regularly distributed in packaging explicit diaries will in general

iii
spotlight on how physical package attributes influence 1) dispersion effectiveness 2) shrinkage
(i.e., item burglary) 3) cost of materials 4) and utilization. Azzi et al. 3 propose a package
configuration inquire about system that doles out shopper experience contemplations a moderately
minor job when contrasted with ergonomics, coordination, security, supportability and
correspondence. Thus, advertising focused packaging research underscores the limited time parts
of packaging, normally concentrating on rack bid and mark structure.

iv
 CHAPTER 1

INTRODUCTION

1.1 INDUSTRY PROFILE

1.1.1 INDIAN PERSONAL CARE INDUSTRY AND HOME CARE INDUSTRY

The size of Indian cosmetics industry globally is $274 billion while that of Indian Cosmetics
Industry is $4.6 billion. According to CII (Confederation of Indian Industry) total Indian beauty
and cosmetic market size at present stands as US$950 million and growing between 15% and 20%
perannum. According to industry, a rapid growth of 17%is expected during 2010-2013. According
to CII(Confederation of Indian Industry),overall beauty and wellness market including beauty
services stands at US $ 2,680 million .The cosmetics industry includes skin care, hair care, oral
care and colour cosmetics (this covers face-wash, tooth paste and shampoo).

The composition of Indian Soap Industry is highly concentrated with the top 50 companies holding
almost 90% of the market. Toilet soaps category accounts for more than 10% of the total market
of soaps and detergents. In Asia, the countries like China and India are showing a rapid growth in
the toilet soap section. Indian companies are trying to gain competitive advantage byre-launching
their brands with value-additions to attract consumers across India. This strategy covers both soap
and detergent industry.

TABLE 1.1.1 PERSONAL CARE SEGMENT

The personal care segment involves the following product categories:

SKIN CARE Face gel and Face creams

HAIR CARE Shampoo and Hair Conditioners
ORAL CARE Toothpaste and Toothpowder
BATH AND SHOWER Bath Soaps, and Bath Gel and Lotions
COLOUR COSMETICS Nail polish and Hair colour
FRAGRANCE Perfume and Body spray

1
1.1.2 HOME CARE SEGMENT

TOILET CARE
LAUNDRY CARE-Detergent
SURFACE CARE-Surface cleaners
AIR CARE-Air purifiers and Room Spray
DISHWASHING
NSECTICIDES
POLISHES

1.2 INDIAN PERSONAL CARE AND HOME CARE INDUSTRY DRIVERSAND

CHALLENGES

The personal care and home care segment is driven by rise in disposable income of consumers in
India this had resulted in consumers giving importance to enhancement of personality. Rural
market growth provided opportunity to purchase personal care products in rural areas. Organized
retail has expanded in India in recent times leading to more exposure to products by display, thus
increasing awareness and attracting attention of consumers. The challenge for the industry is that
consumers are well informed about the products; the use of harmful ingredients is affecting the
sales of the product. Packaging is a major tool that attracts customers in retail display. This leads
to increase in cost affecting the competitiveness of manufacturers.

1.3 GLOBAL NATURAL PERSONAL CARE AND HOME CARE MARKET

Globally the market for natural personal care product is valued at $6.5 billion. The natural personal
care market is growing five times faster than overall personal care market worldwide bio-
degradability of personal care product is growing in importance. The upward trend in natural
personal care and home care products is carried forward from natural food products. The belief of
consumers is that natural product will not harm them as there is no chemical. Growth for natural
personal care and home care products globally is due to increasing attitude in favour of health and
wellness, environmental sensitivity as well as product availability.

2
1.4 ASIAN NATURAL PERSONAL CARE MARKET-A BRIEF SCENARIO

Asia has a longstanding tradition for herbal remedies. Thus, it stands as largest market for natural
personal care in the world. It posted double-digit growth in 2010 and now ranks second to Brazil
in its pace. A natural product in Asia is classified as truly natural formulations and natural inspired
products. The former holds a larger share at nearly one-fourth of the market but the latter is gaining
strength as consumer’s demand mass product at lower prices. Market for naturals is well
established in Indonesia as these Indonesian consumers follow western trends, though the majority
is rural population. The foreign origin of a brand commands priority as status symbol over its
natural positioning in this market. In India truly natural products account for about one-third of
total market and ranks second in the region behind China in terms of overall naturals growth.
Factors that drive growth in the segment are competitive pricing of domestic brands and a strong
belief among consumers in the medicinal properties of ayurvedic formulations.

1.5 NATURAL PERSONAL CARE AND HOME CARE INDUSTRY

The term ‘Natural’ is still ambiguous globally. The International association of Natural products
producer had been working on it for the past 16 months and yet to come out with a final definition.
It had been variously defined as products that contain natural ingredients derived naturally or
contain certain percentage of natural materials. The difference between organic and natural are
sometimes confused. Natural products are not necessarily organic but are composed of plant-based
material lightly modified and produced in environment-friendly way. Simple natural products tend
to be less expensive than organic cosmetics; therefore, more attractive to consumers, who might
have trouble to distinguish the difference between organic and natural. Commercially in India
organic is the term used for food category. The terms Natural, Green, Herbal are used
interchangeably for personal care and home care products. All convey same meaning it has no
chemicals or very less chemicals and contains no harmful ingredients. These products may be
made of Natural ingredients or herbal ingredients.

3
1.6 INDIAN ECO-MARK STANDARD FOR NATURAL PRODUCT

2.6.1 INDIANECO-MARK STANDARD FOR NATURAL PRODUCT

PRODUCT HARMFUL CHEMICALS CRITERIA

CATEGORY
Toothpaste Tooth paste should not be fluoridated and presence of fluoride (F) as impurity
shall not exceed the limit of 25 ppm. Ingredients used for formulation should
be as per List mentioned in Indian Eco-mark standard
Shampoo and Biodegradability of surfactant agents wherever used in cosmetics formulation
Face gel shall be as per the limit finalized for Ecomark for synthetic detergents.
Heavy metals calculated as Lead (PB) and Arsenic (As 2 O 3) shall not exceed
20 ppm and 2 ppm, respectively when tested by the respective methods
prescribed in Indian Standards.
Bath Soaps Products manufactured should not contain phosphates and synthetic detergents.
Detergent Products shall not contain phosphates. Any other substitutes used should be
environmental friendly. The product packaging material should be reusable,
bio-degradable or recyclable.
SURFACE The ecological requirement for this product category under Indian standard is
CLEANER not available at present. But the general requirements are that product shall not
contain phosphates. Any other substitutes used should be environmental-
friendly. The product packaging material should be reusable, bio-degradable or
recyclable.

Though above criteria is mentioned for natural product for Indian standards, in practice consumer
decide the product is natural or not based on ingredients used in the product, based on buying store,
trust they have on brands, usage experience and to some extent explanation given by shopkeepers.
Most of the natural brands available in every product category of Indian market are above the
requirement of Indian eco-standards. Some brands are even based on International standards.
There is no specific green labeling followed to differentiate natural personal care and home care
products from normal products. Brand name of the product and purchasing store plays a key role

4
in consumer decision-making to differentiate natural personal care and home care product from
normal products in India.

2.7 NATURAL PERSONAL CARE AND HOME CARE MARKET-INDIAN SCENARIO

Green has always been in India as it is always known for its Ayurvedic heritage and there is
emphasis on using natural products and herbs for beauty care. Traditional home beauty regimens
have been passed through generations but it was in mid-1990s when consumer buying capacity
increased they got involved in purchase of packaged beauty products that were not necessarily
nature based, this spread from cities to smaller towns but in rural areas packaged products were
supplemented with natural recipes. Based on their culture Indian consumers never supported
imported products or Indian products with synthetic ingredients. This scenario is changing again
as there has been a movement among elite and mid-range buyers to seek for beauty care products
that are made from natural ingredients and fewer preservatives. This is due to availability of more
information as well as consumer concern for chemicals used in personal care and toiletries and
their harmful effect on health and environment. There is growing awareness among young Indians
about their well-being and beauty. This had translated into market opportunity for natural personal
care and home care brands. Indian natural beauty brands are building brand awareness through
new updated formulas, innovative package design and new campaigns. Indian consumers are
willing to pay a premium for natural personal care and home care products. The growth of Indian
spa and eco-tourism is also a boon to natural beauty care industry.

All producers in India offer to claim safe, efficacious and natural solutions by synthesizing
traditional ayurvedic recipes and herbs with modern science. The opportunity is two-way for
Indian and International manufacturers. India has vast resource of raw ingredients due to its rich
mountain wealth. Source is available for Indian manufacturers to come out with their own brands
as they are also involved in contract manufacturing for International brands. For Indian consumers,
apart from using natural products for beauty, using the same for rejuvenation had become life style
statement today so more investment can be expected in natural personal care markets. At present
niche segment is buying natural home care products such as natural detergents and natural surface
cleaner these are purchased by eco-conscious consumers to protect environment and the consumers
who prefer better performance. This market is in nascent stage but more awareness and use will
lead to growth.

5
 1.2COMPANY PROFILE

Mieux Homecare Solutions Private Limited is a Private incorporated on 04 December 2012. It is

classified as Non-govt Company and is registered at Registrar of Companies, Delhi. Its authorized
share capital is Rs. 100,000 and its paid up capital is Rs. 100,000. It is involved in Manufacture of
other chemical products

Mieux Homecare Solutions Private Limited's Annual General Meeting (AGM) was last held on 30
September 2019 and as per records from Ministry of Corporate Affairs (MCA), its balance sheet
was last filed on 31 March 2019.

Directors of Mieux Homecare Solutions Private Limited are Tarun Goel and Subhash Goel Kumar.

Mieux Homecare Solutions Private Limited's Corporate Identification Number is (CIN)

U24232DL2012PTC245657 and its registration number is 245657.Its Email address is
TARUNGOEL0958@GMAIL.COM and its registered address is F-24/85, SECTOR- 3 ROHINI
DELHI DL 110085 IN,

MIEUX HOMECARE SOLUTIONS PRIVATE LIMITED is located in Delhi, India and is part
of the Pharmaceutical Manufacturing Industry. MIEUX HOMECARE SOLUTIONS PRIVATE
LIMITED has 23 employees across all of its locations. There are companies in the MIEUX
HOMECARE SOLUTIONS PRIVATE LIMITED corporate family.

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SOLUTIONS PRIVATE LIMITED around the world, including contacts, financials, and
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6
 COMPANY DETAILS

CIN U24232DL2012PTC245657

Company Name MIEUX HOMECARE SOLUTIONS

PRIVATE LIMITED

Company Status Active

RoC RoC-Delhi

Registration Number 245657

Company Category Company limited by Shares

Company Sub Category Non-govt company

Class of Company Private

Date of Incorporation 04 December 2012

Age of Company 7 years, 9 month, 24 days

7
PRODUCTS

Prominent manufacturer & supplier from Delhi, we offer Dish Wash Liquid and Bar including at
the most reasonable prices.

Round Dish Wash Bar

Lemon Dish Wash Liquid

Round Dish Wash Bar

8
Our organization has gained a reputed position in the market for providing Round Dish Wash Bar.
People use this wash bar for washing stainless steel utensils and ceramic dishes to remove dirt and
oils effectively.

Lemon Dish Wash Liquid

We are engaged in providing Lemon Dish Wash Liquid to our prestigious clients. This liquid
contains real lemons, salt and vinegar to ensure no skin irritation and to make it effective & non-
toxic. Our offered liquid effectively removes minerals and hard water deposits from cutlery, plates.

Instant Packaged Food

Prominent manufacturer & supplier from Delhi, we offer Instant Packaged Food including at the
most reasonable prices.

9
Packaged Poha

Packaged Sooji

Packaged Dalia

Packaged Poha

MIEUX HOMECARE SOLUTIONS is a well-known manufacturer and suppliers of impurities

free Packaged Poha. You can serve this Poha as a snack to the guests and family members with
tea. This Poha is a perfect and healthy meal to treat loved ones during morning and evening time
at homes.

Packaged Sooji

10
Customers use this Packaged Sooji to make a tempting and sweet Sooji halwa. Firstly, the pan is
heated for some time to keep it at a certain level of consistency. To make the batter, this Sooji is
mixed with a perfect blend of butter, sugar, milk, nuts and other kitchen ingredients. This Sooji is
obtained

Packaged Dalia

We are widely appreciated in the market for providing adulteration free Packaged Dalia. This Dalia
is loaded with proteins, dietary fibers and iron. One can use this Dalia to prepare dishes, vegetable
Dalia and sweet Dalia in homes, hotels and restaurants. This Dalia provides necessary nutrition.

LIQUID HAND WASH

Prominent manufacturer & supplier from Delhi, we offer Liquid Hand Wash including at the most
reasonable prices.

11
Liquid Hand Wash

Herbal Liquid Hand Wash

Herbal Liquid Hand Wash

Known for its skin-friendliness and deep cleansing effects, this Herbal Liquid Hand Wash is
extensively used in homes, hotels, offices, restaurants, schools, colleges and lounges. Our provided
product will help you to keep skin healthy and nurture too. Having antibacterial and anti-allergic
properties.

Premium and Gold Tea

Prominent manufacturer & supplier from Delhi, we offer Premium and Gold Tea including at the
most reasonable prices.

12
Gold Tea

Premium Tea

Premium Leaf Tea

Gold Tea

MIEUX HOMECARE SOLUTIONS is a trusted organization engaged in providing fresh Gold

Tea. If you take this tea properly after a certain time interval, then it helps in reducing heart attack
risk and anxiety. Our provided tea ensures no side effects on the consumer's body because of low
caffeine presents

Premium Tea

13
Premium Tea is praised for its strong digestive, antibacterial, no adulteration, warming and
chemical free composition properties. The provided tea is beneficial in detoxifying the body and
improving digestion. Presence of amino acid L-thiamine in this tea in an adequate amount makes
it helpful.

Premium Leaf Tea

Premium Leaf Tea is perfect for any kitchen if you wish to start your day with an energizing tea.
Thanks to its anti-inflammatory and anti-fungal properties, you can serve this tea to the guest with
snacks. One can easily make this tea within a matter of minutes.

Surface and Floor Cleaner

Prominent manufacturer & supplier from Delhi, we offer Surface And Floor Cleaner including at
the most reasonable prices.

14
Lemon Surface Cleaner

Perfumed Floor Cleaner

Sandal Surface Clean

Washing Powders and Liquid Detergent

Prominent manufacturer & supplier from Delhi, we offer Washing Powders and Liquid Detergent
including at the most reasonable prices.

Washing Powder

1kg Washing Powder

3kg Washing Powder

15
Washing Powder

Being an ISO 9001:2015 certified organization; we are engaged in providing highly effective
Washing Powder. Based on hydrophobic and hydrophilic reactions, this powder effectively
removes stains and dirt from the fabric.

1kg Washing Powder

MIEUX HOMECARE SOLUTIONS is an ISO 9001:2015 certified companies affianced in

providing 1Kg Washing Powder. Our provided powder contains water softeners, bleaches,
enzymes, fragrances and other agents to ensure perfect cleaning and thorough rinsing.

16
3kg Washing Powder

We, MIEUX HOMECARE SOLUTIONS an ISO 9001:2015 certified company, engaged in

providing 3Kg Washing Powder. Our powder dissolves in machine water completely and leaves
no residue of stain & dirt on clothes. Hand rub action power of this powder makes it capable to
penetrate clothes and to remove stains...

5kg Washing Powder

17
We provide this 5Kg Washing Powder with a special pack of extra 2 kgs for our esteemed clients.
Our powder performs stains and dirt removing actions in an efficient manner through hydrophilic
and hydrophobic reactions. Also, the powder ensures no degradation of fabric quality after
washing. Our expert.

Regular Washing Powder

If you want to clean clothes in a few minutes, dump clothes in the water dissolved with this Regular
Washing Powder. This powder produces froth, bubbles or foam to remove tough stains from
clothes without soaking or scrubbing.

Woolens Liquid Detergent

18
This Woolens Liquid Detergent contains soda which is corrosive & gently robs off woolens clothes
of different color and style. Use of this detergent is higher because it prevents shrinkage and
maintains shine. Plus, the provided detergent has fabric conditioner that leaves pleasant fragrance
every time.

Labsa Acid Slurry

LABSA 90% IS AVAILABLE AND ALL DETERGENTS RAW MATERIAL.

Calcite Powder

BEST AND FINE QUALITY CALCITE POWDER IS AVAILABLE FOR ALL DETERGENTS
AND DISHWASH REQUIREMENTS.

19
Glass Cleaner

Toilet Cleaner

BUSINESS OPERATIONS

Manufacturing companies are involved in turning raw materials into physical products, which are
then sold to consumers. One of the things that a manufacturing company can do to achieve
efficiency is to source quality raw materials from credible suppliers. For perishable and edible
products, the business should look into how raw materials are stored, processed, and shipped to
consumers.

20
The company can also eliminate bottlenecks that increase processing times to save time during
manufacturing and shipping. If the company is struggling with shipping logistics, it can outsource
shipping and concentrate on other areas of the business that it excels in.

ORGANISATION CHART

MARKET POSITION

Company's authorized capital stands at Rs 4.0 lakhs and has 100.0% paid-up capital which is Rs
4.0 lakhs. Mieux Homecare Solutions Private Limited last annual general meet (AGM) happened
on 30 Sep, 2020. The company last updated its financials on 31 Mar, 2020 as per Ministry of
Corporate Affairs (MCA).

This company is registered under Registrar of Companies (RoC-Delhi) and it is classified as the
Indian Non-Government Company.

Its authorized capital is Rs. 140,000 and its paid up capital is Rs. 140,000.

TARUN GOEL is the director of this company.

21
 SWOT ANALYSIS

MIEUX HOMECARE SOLUTIONS MIEUX HOMECARE SOLUTIONS

STRENGTHS WEAKNESSES
Below are the Strengths in the SWOT Analysis of Here are the weaknesses in the Mieux
Lysol (Lysol): Homecare Solutions SWOT Analysis:
1. Lysol Kills 10 time more germs than Phenyls - 1. Intense competition in market.
thus assuring you and your family of complete 2. Limited Brand loyalty due to high brand
protection from germs.
2. Effective use of RB brand. switching.
3. Available for a variety of cleaning purposes
thus providing a wholesome solution.
4. Also sold with the brand name Mieux
Homecare Solutions.
MIEUX HOMECARE SOLUTIONS MIEUX HOMECARE SOLUTIONS
OPPORTUNITIES THREATS
Following are the Opportunities in Mieux The threats in the SWOT Analysis of Mieux
Homecare Solutions SWOT Analysis: Homecare Solutions are as mentioned:
1. R&D and innovation to seek better 1. Existing competition can initiate a price
solutions for Indian market wherein dirt- war.
conditions are more serious. 2. Need to have a more effective
2. Making the product available in more advertising strategy to penetrate into the
number of SKUs & different variants. semi-urban & rural market.

22
 COMPETITORS OF MIEUX HOMECARE SOLUTIONS

1. Hindustan Unilever Ltd

Hindustan Unilever Limited is India’s largest fast-moving consumer goods (FMCG) company
with a Historical presence in India of over 80 years. Nine Out of ten Indian households use one or
more of HUL Brands. Divisions – Home Care, Beauty & Personal Care and Foods and
Refreshment – include a portfolio of brands that serve consumers across the length and breadth of
India.

• Revenue: Rs 40,511 Cr

• Employees: 5,645

• Market Cap: 451,666 Cr.

• Dividend Yield: 1.05 %

• ROE: 81.95 %

• Sales Growth (3Yrs): 6.89 %

• Promoter holding: 67.18 %

• Debt to equity: 0.01

With over 40 brands across 12 distinct categories including Fabric Wash, Household Care,
Purifiers, Personal Wash, Skin Care, Hair Care, Colour Cosmetics, Oral Care, Deodorants,
Beverages, Ice Cream & Frozen Desserts and Foods, the Company is part of the daily life of
millions of consumers. Our portfolio includes leading brands such as Surf Excel, Rin, Wheel,
Sunlight, Vim, Pureit, Lux, Lifebuoy, Dove, Fair & Lovely, Pond’s, Vaseline, Clinic Plus, Sunsilk,
Indulekha, Lakmé, Pepsodent, Closeup, Axe, Brooke Bond, BRU, Kwality Wall’s, Knorr and
Kissan.

23
 2. Dabur India Ltd

The world’s largest and leading Ayurvedic and Natural Health Care company with 135 years of
rich heritage and experience.

Business is divided into three Strategic Business Units, i.e., Consumer Care Business, Foods
Business, and International Business. Consumer Care Business covers interests in Health Care and
Home & Personal Care.

• Revenue: 8,813 Cr

• Employees: 7500

• Market Cap: 83,697 Cr.

• ROE: 26.41 %

• Sales Growth (3Yrs): 2.67 %

• Promoter holding: 67.88 %

• Debt to equity: 0.11

• Price to book value: 13.61

One of the most trusted and well-known Ayurvedic brands in the world. Dabur has a strong
presence across the globe with its products reaching consumers created a unique product portfolio,
based on natural ingredients. Products enjoy good market shares in categories such as Hair Oils,
Hair Creams, Hair Gels, Shampoos, Dental Care and Skin Care.

3. Harpic

Launched in England in the 1920s, Harpic toilet bowl cleaner has been successfully developed and
is now in 47 countries. Harpic provides a full range of liquid toilet bowl cleaners, tablets, wipes,
toilet bowl blocks, cistern blocks.

24
 4. Amway India Enterprises
Amway India, a subsidiary of the U. S. A. based Amway Corporation has reached almost every
Indian household through their varied home care products. Covered with “100 % Money Back
Guarantee”, each and every Amway household care products are known for meeting the needs of
the modern households by providing complete cleaning. To name a few of their home care products
are:
• Apsa - 80
• Car Wash
• Dish Drops
• Leather & Vinyl Cleaner
• LOC High Suds
• Pistol Grip Sprayer
• Prewash Liquid
• Pursue
• SA8 Gelzyme
• See Spray
• Silicon Glaze
• Turret Top Closure
• Zoom

25
 ABOUT PACKAGING

Packaging

We know about the four very important P’s of a marketing mix, namely Product, price, Place
and Promotion. But did you know that many consider another P that is equally important- Packaging.
That’s right; packaging of a product is a very important factor in marketing.

Packaging

As we know first impressions go a very long way in how people perceive anything. This is the same
idea that companies implement via their packaging. The outer appearance of the product (the package)
is the first thing a potential customer will see, and so it can be a great marketing tool for the product.

In fact, the package of a product serves multiple practical purposes as well. Let us take a look at some
of the uses and functions that it serves.

• Protection: The first and the most obvious use of packaging is protection. It physically protects
the goods from damage that may be caused due to environmental factors. It is the protection
against breaking, moisture, dust, temperature changes etc.

• Information Transmission: Packaging and labeling are essential tools to inform the customer
about the product. They relay important information about directions for use, storage
instructions, ingredients, warnings, helpline information and any government required
warnings.

• Convenience: Goods have to be transported, distributed, stored and warehoused during their
journey from production to consumption. Packaging will make the process of handling goods
more convenient for all parties involved.

26
• Security: To ensure that there is no tampering with the goods packaging is crucial. The package
of a product will secure the goods from any foreign elements or alterations. High-quality
packages will reduce the risk of any pilferage.

Packaging as a Marketing Tool

Effective packaging can actually help a company attract consumers to their product. It can be the tool
that sets apart their product in a vast sea of options that the consumer has at their disposal. A good
packaging can actually add to the perceived value of a product.

There are some effective techniques one can use to ensure that your product package is a great
marketing tool for your product.

27
 CHAPTER 2

INTRODUCTION TO PROJECT

Packaging can serve an imperative job in the item utilization experience, yet customer item
organizations and analysts frequently center around packaging's effect on item advancements,
dispersion and a scope of pre-utilization and cost-based capacities. Promoting and packaging
writing frequently stratify the two teaches in a way that may not precisely mirror the buyer
experience. This showcasing/packaging division disconnects advertisers and
configuration/designing leaders and may have long haul negative effect on shopper brand
connections

Packaging research regularly falls under two classifications, each in adroitly separated orders.
Mechanical innovation explores, regularly distributed in packaging explicit diaries will in general
spotlight on how physical package attributes influence 1) dispersion effectiveness 2) shrinkage
(i.e., item burglary) 3) cost of materials 4) and utilization. Azzi et al. 3 propose a package
configuration inquire about system that doles out shopper experience contemplations a moderately
minor job when contrasted with ergonomics, coordination, security, supportability and
correspondence. Thus, advertising focused packaging research underscores the limited time parts
of packaging, normally concentrating on rack bid and mark structure.

Overview

Packaging is the science, workmanship and innovation of encasing or securing items for
dispersion, stockpiling, deal, and use. Packaging additionally alludes to the way toward planning,
assessing, and delivering packages. Packaging can be portrayed as a planned arrangement of
getting ready products for transport, warehousing, coordination, deal, and end use. Packaging
contains, secures, jams, transports, illuminates, and sells. In numerous nations it is completely
incorporated into government, business, and institutional, mechanical, and individual use.

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History of Packaging
Ancient era

The first packages utilized the common materials accessible at the

time: bins of reeds, wineskins (bota sacks), wooden boxes, stoneware
vases, earthenware amphorae, wooden barrels, woven packs, and so
forth. Prepared materials were utilized to shape packages as they
were created: for instance, early glass and bronze vessels. The
investigation of old packages is a critical part of prehistoric studies.

The most punctual recorded utilization of paper for packaging goes

back to 1035, when a Persian explorer visiting markets in Cairo noticed that vegetables, flavors
and equipment were enclosed by paper for the consumers after they were sold.

Modern era

Tinning

The utilization of tinplate for packaging goes back to the eighteenth century. The assembling of
tinplate was the restraining infrastructure of Bohemia for quite a while; in 1667 Andrew Yarranton,
an English specialist, and Ambrose Crowley conveyed the technique to England where it was
improved by ironmasters including Philip Foley. By 1697, John Hanbury had a moving plant at
Pontypool for making "Pontypoole Plates". The strategy spearheaded there of moving iron plates
by methods for barrels empowered more uniform dark plates to be created than was conceivable
with the previous routine with regards to pounding.

Tinplate boxes initially started to be sold from ports in the Bristol Channel in 1725. The tinplate
was delivered from Newport, Monmouth shire. By 1805, 80,000 boxes were made and 50,000
traded. Tobacconists in London started packaging snuff in metal-plated canisters from the 1760s
onwards.

29
Canning

With the discovery of the significance of hermetically sealed compartments

for nourishment protection by French creator Nicholas Appert, the tin
canning process was licensed by British vendor Peter Durand in 1810. In
the wake of getting the patent, Durand did not himself catch up with
canning sustenance. He sold his patent in 1812 to two other Englishmen,
Bryan Donkin and John Hall, who refined the procedure and item and set
up the world's first business canning plant on Southward Park Road,
London. By 1813, they were delivering the principal canned merchandise
for the Royal Navy.

The dynamic improvement in canning invigorated the 1855 creation of the can opener. Robert
Yeates, a cutlery and careful instrument producer of Trafalgar Place West, Hackney Road,
Middlesex, UK, contrived a paw finished can opener with a hand-worked apparatus that wrangled
its way around the highest point of metal jars. In 1858, another switch type opener of a
progressively mind boggling shape was licensed in the United States by Ezra Warner of
Waterbury, Connecticut.

Paper-based packaging

Set-up boxes were first used in the sixteenth century and present day
collapsing containers go back to 1839. The primary layered box was
delivered financially in 1817 in England. Folded (additionally called
creased) paper got a British patent in 1856 and was utilized as a liner for
tall caps. Scottish-conceived Robert Gair imagined the pre-cut
paperboard confine 1890—level pieces fabricated in mass that collapsed
into boxes. Gair's development occurred because of a mishap: as a
Brooklyn printer and paper-sack producer amid the 1870s, he was once
printing a request of seed packs, and the metal ruler, regularly used to wrinkle sacks, moved in

30
position and cut them. Gair found that by cutting and wrinkling in one activity he could make pre-
assembled paperboard boxes.

20th century

Packaging advancements in the early 20th century included Bakelite

closures on bottles, straightforward cellophane overwraps and boards
on containers. These developments expanded preparing proficiency
and improved nourishment security. As extra materials, for example,
aluminum and a few sorts of plastic were created, they were fused into
packages to improve execution and usefulness.

Heroin bottle and carton, early 20th century.

In 1952, Michigan State University became the first university in the world to offer a degree
in Packaging Engineering.

In-plant reusing has for some time been regular for delivering
packaging materials. Post-buyer reusing of aluminum and paper-
based items has been efficient for a long time: since the 1980s,
post-customer reusing has expanded because of curbside reusing,
purchaser mindfulness, and administrative weight.

A pill box made from polyethylene in 1936.

Numerous conspicuous advancements in the packaging business were grown first for military use.
Some military supplies are packaged in a similar business packaging utilized for general industry.
Other military packaging must transport materiel, supplies, sustenance, and so on under extreme
dissemination and capacity conditions. Packaging issues experienced in World War II prompted
Military Standard or "mil spec" guidelines being connected to packaging, which was then assigned
"military particular packaging". As a conspicuous idea in the military, mil spec packaging formally
appeared around 1941, because of activities in Iceland encountering basic misfortunes, at last
credited to terrible packaging. Much of the time, mil spec packaging arrangements, (for example,
boundary materials, field apportions, antistatic sacks, and different transportation boxes) are like

31
business grade packaging materials, however subject to increasingly stringent execution and
quality necessities.

The purposes of packaging and package labels

Packaging and package labeling have several objectives

Physical protection – The objects enclosed in the package may require protection from, among
other things, mechanical shock, vibration, electrostatic discharge, compression, temperature, etc.

Barrier protection – A barrier to oxygen, water vapor, dust, etc., is regularly required.
Penetration is a basic factor in plan. A few packages contain desiccants or oxygen safeguards to
help broaden time span of usability. Changed airs or controlled airs are additionally kept up in
some nourishment packages. Keeping the substance perfect, crisp, sterile and ok for the length of
the planned time span of usability is an essential capacity. An obstruction is likewise actualized in
situations where isolation of two materials before end use is required, as on account of exceptional
paints, pastes, restorative liquids, and so forth. At the customer end, the packaging boundary is
broken or estimated measures of material are expelled for blending and consequent end use.

Containment or agglomeration – Small objects are typically grouped together in one package
for reasons of storage and selling efficiency. For example, a single box of 1000 pencils requires
less physical handling than 1000 single pencils. Liquids, powders, and granular materials need
containment.

Information transmission – Packages and labels convey how to utilize, transport, reuse, or
discard the package or item. With pharmaceuticals, nourishment, therapeutic, and synthetic items,
a few sorts of data are required by government enactment. A few packages and names likewise are
utilized for track and follow purposes. Most things incorporate their sequential and parcel numbers
on the packaging, and on account of sustenance items, prescription, and a few synthetic
concoctions the packaging regularly contains an expiry/best-before date, as a rule in a shorthand
structure. Packages may show their development material with an image.

Marketing – Packaging and labels can be utilized by advertisers to urge potential purchasers to
buy an item. Package visual depiction and physical plan have been critical and continually
developing wonders for a very long while. Promoting interchanges and visual communication are

32
connected to the outside of the package and regularly to the point of offer showcase. Most
packaging is intended to mirror the brand's message and character.

Security – Packaging can assume a critical job in diminishing the security dangers of shipment.
Packages can be made with improved alter protection from deflect control and they can likewise
have altered obvious highlights demonstrating that altering has occurred. Packages can be designed
to help lessen the dangers of package pilferage or the robbery and resale of items: Some package
developments are more impervious to pilferage than different sorts, and some have steal showing
seals. Fake customer products, unapproved deals (redirection), material substitution and altering
would all be able to be limited or forestalled with such enemy of duplicating innovations. Packages
may incorporate confirmation seals and use security printing to help demonstrate that the package
and substance are not fake. Packages additionally can incorporate enemy of robbery gadgets, for
example, color packs, RFID labels, or electronic article reconnaissance labels that can be initiated
or identified by gadgets at leave indicates and require particular apparatuses deactivate. Utilizing
packaging along these lines is a method for retail misfortune counteractive action.

Convenience – Packages have features that add convenience in distribution, handling, stacking,
display, sale, opening, reclosing, using, dispensing, reusing, recycling, and ease of disposal

Portion control – Single serving or single dosage packaging has an exact measure of substance to
control use. Mass products, (for example, salt) can be separated into packages that are a
progressively reasonable size for individual family units. It likewise helps the control of stock:
selling fixed one-liter jugs of milk, as opposed to having individuals convey their very own jugs
to fill themselves.

Permanent, tamper evident voiding label with a dual number tab to help keep packaging secure
with the additional benefit of being able to track and trace parcels and packages

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 Packaging Types

Packaging might be of a few distinct sorts. For instance, a vehicle package or dissemination
package can be the delivery compartment used to ship, store, and handle the item or inward
packages. Some distinguish a buyer package as one which is coordinated toward a shopper or
family.

Custom packaging is a transformative utilization of current materials.

Thermoforming and vacuum shaping take into consideration extended
abilities for substantial plate, presentations, and claim to fame needs.
Thermoforming is a technique which utilizes vacuum, warmth, and
strain to frame the ideal material into a shape dictated by its form. This
sort of packaging is regularly utilized by the corrective and medicinal
industry.

Packaging might be portrayed in connection to the kind of item being packaged: medicinal gadget
packaging, mass compound packaging, over-the-counter
medication packaging, retail nourishment packaging, military
materiel packaging, and pharmaceutical packaging, and so on.

It is in some cases helpful to classify packages by layer or

capacity: "essential", "auxiliary", and so on.

❖ Essential packaging is the material that initially wraps the item and holds it. This normally
is the littlest unit of circulation or use and is the package which is in direct contact with the
substance.

34
 ❖ Optional packaging is outside the essential packaging, and might be utilized to avert
pilferage or to bunch essential packages together.
❖ Tertiary or travel packaging is utilized for mass dealing with, stockroom stockpiling and
transport shipping. The most widely recognized structure is a palletized unit load that packs
firmly into holders.

These general classes can be fairly discretionary. For instance, contingent upon the utilization, a
psychologist wrap can be essential packaging when connected straightforwardly to the item,
optional packaging when used to join littler packages, or tertiary packaging when used to
encourage a few kinds of conveyance, for example, to fasten various containers on a bed.

COMPANY PACKAGING

1. Paperboard boxes

Paperboard is a paper-based material that is lightweight, yet solid. It very well may be effectively
sliced and controlled to make custom shapes and structures. These qualities make it perfect to be
utilized in customized packaging. It is made by diverting sinewy materials that originate from
wood or from reused squander paper into mash, and after that dying it. Paperboard packaging
comes in different evaluations, each reasonable for various packaging necessities.

SBS (or strong faded sulfate) paperboard can be utilized for pressing makeup, medications, milk
and squeeze, beautifying agents, solidified nourishment and that's only the tip of the iceberg.
Picking Kraft, or CUK (covered unbleached Kraft) paperboard packaging are for the individuals
who lean toward the normal and earth agreeable look of reused paper, which can be utilized for
comparable packaging applications. Kraft is regularly observed to be less impervious to dampness,
making it less appropriate for sustenance related items, or solidified products packaging. With the
correct mix of plan alternatives, paperboard packaging can look top of the line, without top of the
line estimating.

2. Corrugated boxes

Corrugated boxes essentially allude to what is regularly known as: Cardboard. Creased boxes are
the ones numerous presumably consider as 'cardboard' as it creates the expansive delivery, shoe
and capacity boxes. What many individuals don't understand is that ridged boxes likewise come

35
in various kinds relying upon the toughness and quality of the crate. Distinguishing a specific
ridged material, in any case, is simple. How would you decide the material? Through its layered
medium (otherwise called fluting). Distinguishing a layered material is simple. It comprises of 3
layers of paper, an outside liner, an inside liner and a folded medium (otherwise called fluting).
The layered medium that gives it quality and inflexibility.

The primary crude material that is utilized to develop the layered board is most reused paper, made
on extensive high-exactness apparatus known as corrugators. These kind of sheets can reused and
reused over and over as a wellspring of mash fiber. Layered sheets are of various kinds, single
confronted twofold confronted (single divider), twin divider, and triple divider. They can be
utilized to make packaging with various qualities, exhibitions, and quality. The board is cut and
collapsed into various sizes and shapes to wind up layered packaging. Different utilizations of
folded board packaging incorporate retail packaging, pizza conveyance boxes, and little shopper
merchandise packages, etc.

3. Plastic boxes

Plastic is utilized in a wide scope of items, from spaceships to paper cuts. Various conventional
materials, for example, wood, calfskin, glass, earthenware, etc, have just been supplanted by
plastic.

Plastic box packaging has numerous points of interest in which they can be reused, and by and
large they are significantly tougher than paperboard boxes. Hermetically sealed plastic packaging
compartments can safeguard the nature of sustenance and take out any defilement issues. Plastic
packaging additionally does not break effectively and can be put away with nourishment under
extraordinary conditions.

Another motivation behind why plastic is a well-known decision for pressing material is a result
of its capacity to grandstand the item at any point without fundamentally opening the packaging.
It is likewise adaptable, lightweight and can be connected with movies or covering to upgrade
packaging appearance.

In spite of prevalent thinking, plastic is in reality recyclable, as in it takes less vitality to deliver
new plastic, contrasted with glass, and different materials. The best part is that it is very financially
savvy!

36
4. Rigid boxes

I'm certain you've generally pondered the sort of box they used to package iPhones or those
extravagance retail items, for example, Rolex, Tiffany and Co and Marc Jacobs. You have a feeling
that it's a sort of cardboard yet at the same time didn't know in light of its tough and premium
appearance. This kind of cardboard material is known as an unbending box.

An unbending box is made out of much consolidated paperboard that is multiple times thicker than
the paperboard utilized in the development of a standard collapsing container. The most
straightforward genuine case of inflexible boxes is the cases that hold Apple's iPhones and iPad,
which are 2-piece setup unbending boxes.

Contrasted with paperboard and folded boxes, inflexible boxes are certainly among the costliest
box styles. The unbending boxes for the most part don't require bites the dust that are costly or
monstrous apparatus and are frequently hand-made. Their non-collapsible nature additionally
gives them a higher volume amid transportation, which effectively causes higher delivery
expenses.

These cases are generally utilized in marketing beauty care products, adornments, innovation, and
top of the line extravagance couture. It is anything but difficult to fuse highlights, for example,
stages, windows, covers, pivots, compartments, arches, and emblazoning in an unbending box.

5. Chipboard packaging

Chipboard packaging is utilized in businesses, for example, electronic, therapeutic, sustenance,

corrective, and drink. Chipboard essentially is a kind of paperboard that is made out of recovered
paper stock. It very well may be effectively cut, collapsed, and framed. It is a savvy pressing choice
for your items.

It comes in different densities and quality is dictated by how high the thickness of the material is.
On the off chance that you need pictures to be straightforwardly imprinted onto the chipboard, you
can treat the chipboard with blanch sulfate, and with CCNB (Clay Coated News Back) which
makes the material much progressively tough.

You can't utilize chipboard packaging if your business manages substantial things, since the
chipboard sheet is a lightweight material, made for some basic need things, for example, oat,

37
wafers, tissue boxes, etc. Additionally, if the capacity condition is substantial with dampness,
chipboard can without much of a stretch debilitate, and result in staining and development.

6. Poly bags

A poly bag, also known as a pouch or a plastic bag, is produced out of adaptable, slender, plastic
film texture. It is one of the regular kinds of packaging and can convey a wide scope of items
including sustenance things, blooms, squander, synthetic compounds, magazines, etc.

Poly packs are sturdy yet lightweight, reusable and adaptable. Since poly packs are fundamentally
easy to make, it very well may be completely redone in configuration, style and sizes yet at the
same time remain financially savvy. Plastic reusing is likewise conceivable with poly packs,
contingent upon the development. A large portion of the poly sacks are made with security
highlights, tape connections, hanging gaps, and conveying handles to ensure the items are all
around verified and outwardly speaking to the consumer.

7. Foil sealed bags

Foil sealed bags can be seen ordinarily in most espresso and tea packaging. Why? It keeps the
items thick to keep up the flavor, shields it from microbes coming in and helps increment
timeframe of realistic usability. Aside from sustenance, foil fixed sacks are likewise used to
package bedding and garments items. The procedure includes expelling the oxygen from the sack
to keep the texture tight and secure so as to keep the development of organisms and other
microorganisms. Nuts, grains, smoked fish, cheddar and restored meats are additionally packaged
with foil fixed sacks to keep from deterioration.

CONSUMER BEHAVIOUR: A CONCEPTUAL DISCUSSION

38
The buyer’s satisfaction after the purchases relies
on the offer’s performance in relation to the buyer’s
expectations. As indicated by Philip Kotler,
“satisfaction is a person’s sentiment of pressure
or disappointment resulting from product’s
perceived performance (outcome) in relation to
his or her expectations. Customer satisfaction is
the dimension of a person’s felt state resulting
from comparing a product’s perceived performance (outcome) in relation to the person’s
expectations”. This fulfillment level is a component of contrast between apparent execution and
desires. On the off chance that the item's execution, surpass desire the client exceptionally satisfied
or enchanted. On the off chance that the execution coordinates the desires the client is fulfilled. In
the event that the items execution falls shorts of desires the client is disappointed.

Numerous organizations are going for high fulfillment since clients who are simply satisfied still
think that it’s simple to switch when a superior offer tag along. High satisfaction or enjoyment
makes an enthusiastic proclivity with brand.

Assortments of variables that influence consumer satisfaction incorporates item quality, item
accessibility and after deals bolster, for example, guarantees and administrations. Consumer
satisfaction is viewed as a proof of conveying a quality item or administration. It is trusted that
consumer satisfaction brings deals development, and piece of the overall industry. An organization
can generally expand consumer loyalty by bringing down its cost or expanding its administrations
yet this may result in lower benefits. Accordingly, the motivation behind promoting is to create
client esteem benefit.

India is on the limit of another thousand years. India decided for worldwide economy, presenting
her to unavoidable trends in the commercial center, which has extended unfathomably and turned
out to be savagely focused. In the changed condition, chiefs see the advertising idea as the way to
progress. Advertising by and by needs to oversee items, estimating, advancement and
appropriation.

39
A fruitful item can be created by detonating these chances. While conveying the estimation of the
purchaser we utilize promoting support. This help depends on the learning of shoppers and
dispersion. Showcasing bolster both at the presentation of items and developing is considered

Promoting, as proposed by the American Marketing Association may be "an authoritative capacity
and a lot of procedures for making, conveying and conveying an incentive to clients and for
overseeing client connections in manners that advantage the association and its partners".

The two-central points of promoting are the enrollment of new customers (securing) and the
maintenance and extension of associations with existing clients (base administration). Promoting
strategies are educated by numerous individuals of the social, especially brain research, human
science, and financial aspects. Humanities are additionally a little, however developing, and
impact. Statistical surveying supports these exercises. Through publicizing, it is likewise identified
with a significant number of the imaginative expressions.

For a showcasing plan to be effective, the blend of the four "Ps" for example item, value, place,
advancement must mirror the needs and wants of the shoppers in the objective market. Attempting
to persuade a market section to purchase something they don't need is very costly and rare fruitful.
Advertisers rely upon showcasing research, both formal and casual, to figure out what purchasers
need and what they are eager to pay for. Advertisers trust that this procedure will give them a
feasible upper hand. Advertising the executives is the commonsense utilization of this procedure.
The offer is likewise a vital expansion to the 4P's hypothesis.

Method to measure customer satisfaction

Companies use the following methods to measure customer satisfaction.

Complaints and suggestion system

Customer satisfaction surveys

Responsive organizations acquire an immediate proportion of consumer loyalty by occasional

reviews. They send polls to arbitrary example of their clients to discover how they feel about

40
different parts of the organization's execution and furthermore request sees on their rival's
execution. It is valuable to gauge the client's readiness to prescribe the organization and brand to
different people.

Lost Customer Analysis

Companies should contact clients who have quit purchasing or who have changed to another
provider to realize why this occurred.

Consumer Behavior Vs Consumption Behavior

Consumer behavior refers to the way in which an individual achieves choice identified with the
determination, buys and utilization of products and ventures. Walters and Paul say that, buyer
conduct is the procedure whereby the people choose what, when, how and from whom to buy
products and administrations.

Consumer behavior relates to an individual person (Micro behavior) whereas consumption

behavior relates with and to the mass or total of people (Macro conduct) shoppers conduct as an
examination centers around the choice procedure of the individual customer or devouring unit, for
example, the family.

In contrast the consumption behavior as an examination is to do with the clarification of the

conduct of the total of buyers or the expending unit. Customer is a rotate, around which the whole
arrangement of promoting spins. The investigation of purchaser conduct is a standout amongst the
most imperative keys to fruitful showcasing.

Operational Definition

There are two key players associated with any buy/purchasing or buying in procedure. They are
individuals and the aggressive items. Inside the extent of our work they can be named watchers at
home and contending TV channels like Manorama, Asianet and Kairali. The above figure lists out
the main factors that influence the viewers to subscribe (purchase decision) to a particular TV
channel. They are socio-cultural, economic/ business interests and family backgrounds etc. Let it

41
be news, food or fashion, people from different regions has diverse idea about this. Even people
from the same region may have different tastes based on their economic status and family
traditions. Apart from these influences that every buyer has, there are certain other elements that
decide the final purchase decision. They are 'genuine need' for the product, 'appropriate inspiration'
to buy, 'frame of mind, learning style and recognition' of the person. In short the focal procedure
of buying in to a news channel by an individual is chosen by different outer impact factors appeared
in addition to inherent individual characteristics of the person.

What is Customer Satisfaction?

Customer satisfaction or dissatisfaction is the inclination inferred by the shopper when he contrasts
the item's genuine execution and the execution that he expects out of it. Clients make their desires
from the administration quality, administration conveyance, correspondences, past encounters and
references. These all are to be judged accurately by the administration so their observations
coordinate with client desires. On the off chance that any of these variables are wrongly translated,
at that point the normal dimension of consumer loyalty can't be come to.

Customer satisfaction is a combination of six terms:

1) Customer Grievances
2) Customer Focus
3) Customer Property
4) Customer Feedback
5) Timely Supply
6) Special Requirement of Customer

RELATIONSHIP BETWEEN PRODUCT PACKAGING AND CUSTOMER

SATISFACTION

• There are numerous ways to bolster the customer experience, from exceptional customer
service and loyalty schemes to product packaging.

42
 • Customer satisfaction is one of the main drivers for loyalty, and this satisfaction, in turn,
is driven by perceived value, perceived quality and customer expectations. It is also a well-
established fact that packaging is one of the main components that help with establishing
product value. The bottom-line here is that how you package and position your product has
a great bearing on how loyal customers are to your product.
• According to Mieux Homecare Products Pvt. Ltd., seemingly minor things like legible
communication of key messages, clean templates and good illustrations can go a long way
in priming the consumer into buying your product and improve loyalty.
• Besides the branding and communications delivered on them, it is also important for these
packages to align with the purpose and beliefs of the consumer.
• Besides the manufacturer's product package, another important factor that contributes to
loyalty is delivery packaging.
• In essence, if the customer is already loyal to a brand of perfume, they could choose to
constantly buy it from one website which serves the product in a specific package as
compared to buying it from a competitor. The reason, the study found, was that nearly 90%
of consumers tend to reuse the delivery package and is probably an incentivize to buy from
specific platforms.
• Customer Satisfaction is a phenomenon that is derived from a multitude of factors. But it
has been proved beyond doubt that the package that your product comes in plays a
significant role in making customers more satisfaction to your brand. And this is a
component that business owners need to throw a lot more focus on.

The most commonly overlooked area of fulfillment is the packaging operation. Many companies
have reported significant difficulties associated with packaging.

1. Customer’s perception

Companies often overlook the impact of poorly designed and messy packaging on the customer’s
first impression of the quality of their products.

43
A package that protects the contents from shifting and breakage and contains packaging material
that is easy to dispose of is an important marketing advantage. Equally important, the packaging
material must be easy to reuse to facilitate returns.

2. Productivity and labor savings

Perhaps the most important and cost-efficient change a distribution center can implement is to
significantly improve the speed of material flow once the goods have reached the packaging area.
The solution depends upon the volume of goods, which dictates the need for de-centralized packing
stations or a totally integrated packaging line.

The volume requirements of a packaging operation must accommodate “peak periods,” much like
front-end order entry. It is critical to on-time delivery commitments that the packaging area does
not become a bottleneck.

3.Key to product protection, lower costs

Recent cost increases by the major package carrier’s have made it imperative to use the lightest
material that can protect a product in the smallest possible box, or a mailer bag.

For off-line packaging, typical product brands include Bubble Wrap cushioning, Rapid Fill
inflatables and Korrvu suspension packs as they present a neat, positive image to the customer.

If a better way to package, protect and ship items can reduce labor, space and packaging
inventories, and make consumers happier when they open their ordered products.

CHAPTER 3

RESEARCH METHODOLOGY

The research design and methodology are presented as follows:

44
Research methodology is a way to systematically solve the research problems. It guides the
researcher to do the research scientifically. It contains of different steps that are generally adopted
by a researcher to study his research problem along with the logic behind them. Data become
information only when a proper methodology is adopted. The research methodology includes the
logic behind the methods we use in the content of our research study.

3.1 RESEARCH DESIGN:

A research design is the arrangement of condition for collection and analysis of data in a manner
which may result in an economy in procedure. It stands for advance planning for collection of the
relevant data and the techniques to be used in analysis, keeping in view the objective of the research
availability of time.

There are three types of research designs. They are,

➢ Exploratory research design.

➢ Conclusive research design.
1. Descriptive research design.
2. Causal research design.
➢ Performance monitoring research.

The Research design used in this study was descriptive research design. It includes surveys and
fact-finding enquiries of different kinds. The main characteristic of this method is that the
researcher has no control over the variables; he can report only what has happened or what is
happening.

3.2 Sampling Design and Technique

The technique of Random Sampling will be used in the analysis of the data. The sample covered
the people from all backgrounds.

Sampling Techniques:

The simple random sampling technique was employed in the selection of the sample.
45
Sample Size:

100

3.3 Tools for Data Collection

Study Conducted

The primary data was gathered through personal interaction. The information was gathered from
the structured questionnaire.

Sources of Data

• Primary data
• Secondary information

Primary Data

The information gathered out of the blue through perception and meeting strategy. The data is
gathered by watching the working of different divisions and furthermore by interviewing the
directors of the considerable number of offices. It is additionally gotten by the assistance of staff
individuals.

Secondary Data:

Secondary data has been collected from the Company Website, Internet etc.

Statistical Tools:

The data are analyzed through statistical methods. Simplex percentage analysis is used for
analyzing are used for analyzing the data collected.

Simplex percentage analysis:

46
Percentage analysis is the method to represent raw streams of data as a percentage (a part
in100‐ percent) for better understanding of collected data.

Graphs:

Graphical representations are used to show the results in simple form. The graphs are prepared on
the basis of data that is received from the percentage analysis.

3.4 Limitation of Study

Each and every study will have its own limitations. Some among such limitations of this study are:

❖ Difficult find suitable information in short time.

❖ Difficulty in the formulation of question for questionnaire.
❖ Some respondents may not answer all questions in the questionnaire with accuracy.
❖ Difficulties to distribute the questionnaire to respondents to collect information.
❖ The findings of the study are solely based on the information provided by the respondents.
❖ The survey is limited to Delhi NCR only.

OBJECTIVE OF STUDY

This paper tries to analyze and find out the most important elements of packaging that influence
the customer satisfaction. Thus, the paper will try:

❖ To find out the impact of packaging on the customer satisfaction.

❖ To check the effect of packaging elements on the buying behavior.
❖ To measure the relative impact of each packaging element on consumer satisfaction.

47
STATEMENT OF THE PROBLEM

In this highly competitive market where a small mistake can sink a huge empire, in order to avoid
any such situation, we need to focus on every aspect of a product from production to packaging.
We need to understand the perception of people about different aspect of any product and act
accordingly.

SCOPE OF STUDY

❖ The study has been conducted on Mieux Homecare Solutions Pvt. Ltd.
❖ It is decided to consider all retail stores and customer using the product.

CHAPTER 4

ANALYSIS

1. Gender of Respondents

Table no. 1

48
 Gender No. of Respondents Percentage
Male 50 50%
Female 50 50%
Total 100 100%

Chart no. 1

Gender

50% 50%

Male Female

Interpretation:

From the above table it is clear that 50% of the respondents are male and 50% are females.

2. Age of the respondents

Table no. 2

Age group No. of Respondents Percentage

18-25 years 12 12%
26-35 years 29 29%
36-45 years 36 36%
46 years and above 23 23%

49
 Chart no. 2

Age Group
40

35
36
30
29
25

20 23

15

10 12

0
18-25 years 26-35 years 36-45 years 46 years and above

Age Group

Interpretation:

The above table gives us a description about the age group of the 100 respondents included for the
study and its reveals that 36% of the respondents are of the age group of 36-45 years, 29% are 26-
35 years’ age group, 23% are 46 years and above and 12% of the respondents are of the age group
of 18-25 years.

3. Marital Status of the Respondents

Table no. 3

Marital Status No. of Respondents Percentage

Married 61 61%
Unmarried 39 39%

50
 Chart no. 3

Marital Status

39%

61%

Married Unmarried

Interpretation:

From the above table it can be seen that 61% of the respondents are married and 39% of the
respondents are unmarried.

4. Family size of the respondents

Table no. 4

Family size No of Respondent Percentage

Nuclear 55 55%
join family 45 45%
Total 100 100%

51
 Chart no. 4

Family size

45%

55%

Nuclear Joint Family

Interpretation:

The above table shows that 55% of the respondents are from nuclear family, and 45% of the
respondents are joint family.

5. Monthly Income (in Rs.)

Table no. 5

Monthly Income No. of Respondents Percentage

Less than 20,000 18 18%
20,000 – 30,000 26 26%

52
 30,000 – 40,000 37 37%
More than 40,000 19 19%

Chart no. 5

Monthly Income
40

35 37

30

25
26
20

18 19
15

10

0
Less than 20,000 20,000-30,000 30,000-40,000 More than 40,000

Monthly Income

Interpretation:

From the above table it is clear that 37% of the respondents have a monthly income of 30,000 to
40,000. 26% of the respondents have a monthly income of 20,000 to 30,000. 19% of the
respondents have a monthly income of more than 40,000 and 18% of the respondents have a
monthly income of less than 20,000.

6. Does Packaging color have an impact over consumer satisfaction?

Table no. 6

Opinion No. of Respondents Percentage

Strongly disagree 8 8%
Disagree 13 13%

53
 Neither agree nor disagree 12 12%
Agree 45 45%
Strongly agree 22 22%

Chart no. 6

Opinion

45

22

13 12
8

STRONGLY DISAGREE DISAGREE NEITHER AGREE NOR AGREE STRONGLY AGREE

DISAGREE

Opinion

Interpretation:

From the above table it is clear that 45% of the respondents agree and 22% strongly agree that
Packaging color has an impacts over consumer satisfaction, 12% of the respondents are neutral
whereas 13% of the respondents disagree and 8% strongly disagree.

7. Does Label of the package is important for customer satisfaction?

Table no. 7

Opinion No. of Respondents Percentage

Strongly disagree 1 1%
Disagree 2 2%

54
 Neither agree nor disagree 15 15%
Agree 47 47%
Strongly agree 35 35%

Chart no. 7

Opinion

47

35

15

1 2

STRONGLY DISAGREE DISAGREE NEITHER AGREE NOR AGREE STRONGLY AGREE

DISAGREE

Opinion

Interpretation:

From the above table it is clear that 47% of the respondents agree and 35% strongly agree that
Label of the package is important for customer satisfaction, 15% of the respondents were neutral
whereas 2% of the respondents disagree and 1% strongly disagree.

8. Does Quality of the packaging material is important for customer satisfaction?

Table no. 8

Opinion No. of Respondents Percentage

Strongly disagree 19 19%
Disagree 33 33%

55
 Neither agree nor disagree 18 18%
Agree 19 19%
Strongly agree 11 11%

Chart no. 8

Opinion

33

19 19
18

11

STRONGLY DISAGREE DISAGREE NEITHER AGREE NOR AGREE STRONGLY AGREE

DISAGREE

Opinion

Interpretation:

From the above table it is clear that 19% of the respondents agree and 11% strongly agree that
Quality of the packaging material is important for customer satisfaction, 18% of the respondents
were neutral whereas 33% of the respondents disagree and 19% of the respondents strongly
disagree.

9. Does Package design have an impact on product selection for customer satisfaction?

Table no. 9

Opinion No. of Respondents Percentage

Strongly disagree 7 7%

56
 Disagree 13 13%
Neither agree nor disagree 19 19%
Agree 50 50%
Strongly agree 11 11%

Chart no. 9

Opinion

50

19
13
11
7

STRONGLY DISAGREE DISAGREE NEITHER AGREE NOR AGREE STRONGLY AGREE

DISAGREE

Opinion

Interpretation:

From the above table it is clear that 50% of the respondents agree and 11% strongly agree that
Package design has an impact on product selection for customer satisfaction, 19% of the
respondents were neutral whereas 13% of the respondents disagree and 7% of the respondents
strongly disagree.

10. Does Printed information on the package helps in customer satisfaction?

Table no. 10

Opinion No. of Respondents Percentage

57
 Strongly disagree 5 5%
Disagree 10 10%
Neither agree nor disagree 17 17%
Agree 44 44%
Strongly agree 22 24%

Chart no. 10

Opinion

44

24

17

10
5

STRONGLY DISAGREE DISAGREE NEITHER AGREE NOR AGREE STRONGLY AGREE

DISAGREE

Opinion

Interpretation:

From the above table it is clear that 44% of the respondents agree and 24% strongly agree that
Printed information on the package helps in customer satisfaction, 17% of the respondents were
neutral whereas 10% of the respondents disagree and 5% strongly disagree.

11. Does Language used on the package influences consumer satisfaction during the
buying process?
Table no. 11

58
 Opinion No. of Respondents Percentage
Strongly disagree 4 4%
Disagree 7 7%
Neither agree nor disagree 18 18%
Agree 51 51%
Strongly agree 20 20%

Chart no. 11

Opinion

51

20
18

4 7

STRONGLY DISAGREE DISAGREE NEITHER AGREE NOR AGREE STRONGLY AGREE

DISAGREE

Opinion

Interpretation:

From the above table it is clear that only 51% of the respondents agree and 20% strongly agree
that Language used on the package influences consumer satisfaction during the buying process,
18% of the respondents were neutral whereas 7% of the respondents disagree and 4% of the
respondents strongly disagree.

12. Does the brand image on the package have an impact on consumer satisfaction on
buying process?

Table no. 12

59
 Opinion No. of Respondents Percentage
Strongly disagree 8 8%
Disagree 17 17%
Neither agree nor disagree 30 30%
Agree 32 32%
Strongly agree 13 13%

Chart no. 12

Opinion

32
30

17

13

STRONGLY DISAGREE DISAGREE NEITHER AGREE NOR AGREE STRONGLY AGREE

DISAGREE

Opinion

Interpretation:

From the above table it is clear that only 32% of the respondents agree and 13% strongly agree
that the brand image on the package has an impact on consumer satisfaction on buying process,
30% of the respondents were neutral whereas 17% of the respondents disagree and 8% of the
respondents strongly disagree.

13. Does Innovation and practicality is important in consumer satisfaction?

Table no. 13

60
 Opinion No. of Respondents Percentage
Strongly disagree 15 15%
Disagree 28 28%
Neither agree nor disagree 22 22%
Agree 27 27%
Strongly agree 8 8%

Chart no. 13

Progress

28
27

22

15

STRONGLY DISAGREE DISAGREE NEITHER AGREE NOR AGREE STRONGLY AGREE

DISAGREE

Progress

Interpretation:

From the above table it is clear that 27% of the respondents agree and 8% strongly agree with
Innovation and practicality is important in consumer satisfaction, 22% of the respondents were
neutral whereas 28% of the respondents disagree and 15% of the respondents strongly disagree.

14. Does the quality of packaging is related with the price of the product?

Table no. 14

61
 Opinion No. of Respondents Percentage
Strongly disagree 6 6%
Disagree 23 23%
Neither agree nor disagree 31 31%
Agree 29 29%
Strongly agree 11 11%

Chart no. 14

Opinion

31
29

23

11

STRONGLY DISAGREE DISAGREE NEITHER AGREE NOR AGREE STRONGLY AGREE

DISAGREE

Opinion

Interpretation:

From the above table it is clear that 29% of the respondents agree and 11% strongly agree with the
quality of packaging is related with the price of the product, 31% of the respondents were neutral
whereas 23% of the respondents disagree and 6% strongly disagree.

CHAPTER 5

FINDINGS AND CONCLUSION

62
FINDINGS

❖ 56 % agree that the color has an impact on customer satisfaction and 23% strongly agree
with this statement. Only 5% of respondents strongly disagree with the given statement.
❖ 48 % agree that the label is important on customer satisfaction and 32% strongly agree with
this statement. Only 2% of respondents strongly disagree with the given statement.
❖ 43 % agree that the packaging material is important for customer satisfaction and 43%
strongly agree with this statement. Only 2% of respondents strongly disagree with the given
statement.
❖ 49 % agree that the package design has an impact on customer satisfaction and 35%
strongly agree with this statement. Only 2% of respondents strongly disagree with the given
statement.
❖ 32 % agree that the printed information helps on customer satisfaction and 53% strongly
agree with this statement. Only 3% of respondents strongly disagree with the given
statement.
❖ 43 % agree that the brand image has an impact on the customer satisfaction and 42%
strongly agree with this statement. Only 4% of respondents strongly disagree with the given
statement.
❖ 48 % agree that the innovation and practicality is important on the customer satisfaction
and 32% strongly agree with this statement. Only 3% of respondents strongly disagree with
the given statement.
❖ 38 % agree that the quality of packaging is related with the price of the product and 33%
strongly agree with this statement. Only 3% of respondents strongly disagree with the given
statement.

CONCLUSIONS

63
The acquired consequences of research on job and the effect of packaging on buyer satisfaction
set out the accompanying ends:

The packaging components speak to a decent method for promoting interchanges towards
customers, since buyers esteem the components that are epitomized on the package.

The packaging shading enables buyers to separate their most loved brands, and for organizations
it grabs shoppers' eye and intrigue. In this way, shading just as other packaging components makes
the promoting offer more attractive and alluring, just as separating it from different items.

Purchaser esteem name in the items, since they can get data about the item, its beginning, its
substance, its use, and so forth. The data given in the name additionally enables organizations to
advance the item in the market.

From the exact proof, the data on packaging speaks to a vital part and it can bolster showcasing
correspondence systems of organizations, sets up brand picture and character. Printed data contains
all the data identified with the item quality, cost, and depiction which help consumers recognize
the item and encourages the consumer satisfaction amid buying.

The acquired outcomes likewise demonstrate the language utilized on the package impacts
customer satisfaction amid the purchasing procedure.

CHAPTER 6

64
 SUGGESTIONS

In the wake of examining the realities and by conversing with the general population following
recommendations turned out: -

❖ The data given by organizations on medication parcel, the text dimension is a lot littler
which isn't seen obviously to all in this way organizations should give it in suitable size for
clear view to all on pharmaceutical items.
❖ The second most critical thing is that now and again condensing is utilized for few words
that aren’t justifiable to certain individuals. So there ought to be full name must be given
with shortened form.
❖ The data given by organizations on prescription parcel, ought to be conversely and
profound shading with the end goal of deceivability.
❖ The language utilized for packaging data ought to be basic and the effectively justifiable
by consumers

BIBLIOGRAPHY

65
1. Alvarez, A. &Casielles, R.V., 2005, ‘Consumer evaluation of sales promotion: The effect on
brand choice’, European Journal of Marketing 39(1/2), 54–70. http://
dx.doi.org/10.1108/03090560510572016

2. Kotler, P. and Keller, K., (2011) Marketing Management (14th edition). London: Pearson
Education.

3. Aaker, D.A., 1996, ‘Measuring brand equity across products and markets’, California
Management Review 38(3), 102−121. http://dx.doi.org/10.2307/41165845

4. Keller, Kevin L. (2008). Strategic Brand Management. New Jersey: Pearson Education. 5.
Charles W. L, Joe F. H, Carl M., 2011 Essentials of Marketing: A Marketing Strategy Planning
Approach, Cengage Learning

6. Julian M. 1997, Green Goods? Consumers, Product Labels and the Environment, Published by
the IEA Environment Unit

7. Silayoi, P. and Speece, M. (2004), “Packaging and purchase decisions: a focus group study on
the impact of involvement level and time pressure”, British Food Journal, Vol. 106 No. 8, pp. 607-
28.

8. Coulson, N.S., 2000, "An application of the stages of change model to consumer use of food
labels", British Food Journal, 102, 9, 661-8.

9. Hollywood, L., Wells, L., Armstrong, G. & Farley, H., 2013. Thinking outside the carton:
attitudes towards milk packaging. British Food Journal, 115(6), pp.899- 912.

10. Smith, P.R. & Taylor, J., 2004. Packaging. In Marketing Communications. London: Kogan
Page Limited. Pp.543-74.

11. Keller, K.L., 2009. Choosing Brand Elements to build Brand Equity. Strategic Brand
Management. 3rd ed. Delhi: Dorling Kindersley. Pp.187-96.

12. Shah, S., Ahmed, A., & Ahmad, N. (2013). Role of Packaging in Consumer Buying Behavior.
International Review of Basic and Applied Sciences, 1(2), 35–41.

13. Aaker, D. A. (1991), Managing Brand Equity, New York: The Free Press.

14. Mowen, J. C. & M. Minor (2001). Consumer Behavior: A Framework, USA: Prentice Hall
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15. BambangSukmaWijaya, 2013. Dimensions of Brand Image: A Conceptual Review from the
Perspective of Brand Communication, European Journal of Business and Management
www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol.5, No.31

LIST OF TABLES

Table No. Particulars Page No.

67
 1 Age group of the Respondents 50
2 Marital Status of the Respondents 51
3 Family size of the Respondents 52
4 Monthly Income (in Rs.) 53
5 Does packaging color have an impact over consumer satisfaction? 54
6 Is label of the package important for customer satisfaction? 55
7 Is quality of the packaging material important for customer 56
satisfaction?
8 Does package design have an impact on product selection for customer 57
satisfaction?
9 Does printed information on the package helps in customer 58
satisfaction?
10 Does language used on the package influences consumer satisfaction 59
during the buying process?
11 Does the brand image on the package have an impact on consumer 60
satisfaction on buying process?
12 Is innovation and practicality important in consumer satisfaction? 61
13 Is the quality of packaging related with the price of the product? 62

QUESTIONNAIRE

1. Gender
a) Male
68
 b) Female

2. Age group
a) 18-25 years
b) 26-35 years
c) 36-45 years
d) 45 years and above

3. Marital Status
a) Married
b) Unmarried

4. Family size
a) Joint
b) Nuclear

5. Monthly Income (in Rs.)

a) Less than 20,000
b) 20,000 – 30,000
c) 30,000 – 40,000
d) More than 40,000

6. Does packaging color have an impact over consumer satisfaction?

a) Strongly disagree
b) Disagree
c) Neutral
d) Agree

69
 e) Strongly agree

7. Does label of the package important for customer satisfaction?

a) Strongly disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly agree

8. Does quality of the packaging material important for customer satisfaction?

a) Strongly disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly agree

9. Does package design have an impact on product selection for customer satisfaction?
a) Strongly disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly agree

10. Does printed information on the package helps in customer satisfaction?

a) Strongly disagree
b) Disagree
c) Neutral
d) Agree

70
 e) Strongly agree

11. Does language used on the package influences consumer satisfaction during the buying
process?
a) Strongly disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly agree

12. Does the brand image on the package has an impact on consumer satisfaction on buying
process?
a) Strongly disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly agree

13. Does innovation and practicality important in consumer satisfaction?

a) Strongly disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly agree
14. Does the quality of packaging related with the price of the product?
a) Strongly disagree
b) Disagree
c) Neutral
d) Agree

71
e) Strongly agree

72