1. DISSERTATION
ON
“THE IMPACT OF PACKAGING CHARACTERISTICS ON
CONSUMER BRAND PREFERENCE”
Submitted in a partial fulfillment of the requirement of the degree of
Master of Business Administration from Uttaranchal University
SUPERVISD BY- PREPARED BY-
Mr. Shailesh Chamoli Mohit Rawat
MBA-4th
SemSecA
BATCH (2013-2015)
UTTARANCHA UNIVERSITY (UU)
DEHRADUN, UTTARAKHAND

2. DECELRATION
I, Mohit Rawat, student of MBA hereby declare that the dissertation report entitled
“The impact of packaging characteristics on consumers brand preference” is
completed and submitted under the guidance of Mr.Shailesh Chamola, is my
original work. The empirical finding in this dissertation is based on the data
collected by me. I have submitted this project report to Uttaranchal University,
Dehradun.
Mohit Rawat
MBA IV SEM

3. ACKNOWLEDGEMENT
I acknowledge the sincere assistance provided to me from several rather
unexpected quarters during the course of execution of this study. It would be a
mammoth task to place on record my gratitude to each and every one of them but a
whole hearted attempt would be made nevertheless, least I be branded ungrateful.
Where the emotions are involved words cease to work. I am deeply indebted to our
HOD- Mr. Chaubey and also to my mentor MS. Richa Kugshal for their
encouragement, affections, valuable advice and guidance that helped me to
complete this dissertation successfully.

4. PREFACE
As per the requirement of PostGraduate Degree in MBA, students are required to
undertake project work at any organization, which helps them to understand that
what actually can manager should have.Theoretical knowledge and classroom
discussiondo equip the students with those practical aspect of management that is
required in today’s competitive business world.This project work is meant to equip
students with the practical aspect during this project work, students get an
opportunity to glance into the real business world.Here students get a chance to
observe the day today working of business. Thus, this one of the most valuable and
important experience of any management student.

5. CONTENT
1. COMPANYPROFILE
2. INTRODUCTION TO THE TOPIC
3. LITERATURE REVIEW
4. OBJECTIVES OF THE STUDY
5. RESEARCHMETHODOLOGY
6. QUESTIONNAIRE AND DATA ANALYSIS
7. FINDINGS
8. CONCLUSION

6. INTRODUCTION
S The role of packaging has changed over the years since primarily due to the changing lifestyles
and needs of the consumers. Companies have started bring innovations in packaging since their
beliefs over the years have changed that good and unique packaging can stimulate consumer
buying behaviors. It has become the source of customer’s attraction towards products or services,
increases the image of the brand and increases the perceptions of the consumer for the product
(Rundh 2005). In marketing context packaging plays a very vital role in communicating the
product to the consumers and ultimately increases consumer’s purchase decisions. According to
Underwood, Klein & Burke, (2001); Silayoi & Speece, (2004) a good package communicates
unique values about products, and also helps in differentiating the products from other products,
hence helping the consumers in choosing the right product from a wide range of similar products,
and as a result stimulates consumers buying behaviors (Wells, Farley&Armstrong,2007).
Consumers in daily life are exposed to a very wide range of products having different packaging
ranging from different product categories displayed in markets, supermarkets and any other place
of shopping. Nowadays consumers have become more and more conscious about the packaging
available to Products can then be differentiated from the external packaging having different
shapes, sizes, colors, labeling, etc. what is actually inside the package can only be judged
through a creative and innovative packaging.
Package becomes an ultimate selling proposition stimulating impulsive buying behaviour,
increasing market share and reducing promotional costs.
Thus package performs an important role in marketing communications and could be treated as
one of the most important factors influencing consumer’s purchase decision. In this context,
seeking to maximize the effectiveness of package in a buying place, the researches of package,
its elements and their impact on consumer’s buying behaviour became a relevant issue.

7. OBJECTIVES OF STUDY

8. RESEARCH METHODOLOGY
The process used to collect information and data for the purposeof making
business decisions. The methodology may include publication research, interviews,
surveys and other research techniques, and could include both present and
historical information.
Methodologyis the systematic, theoretical analysis of the methods applied to a
field of study. It comprises the theoretical analysis of the bodyof methods and
principles associated with a branch of knowledge. Typically, it encompasses
concepts suchas paradigm, theoretical model, phases and quantitative or
qualitative techniques.
A methodology does not set out to provide solutions - it is, therefore, not the same
thing as a method. Instead, it offers the theoretical underpinning for understanding
which method, set of methods or so called “bestpractices” can be applied to
specific case, for example, to calculate a specific result.
It has been defined also as follows:
1. "The analysis of the principles of methods, rules, and postulates employed
by a discipline".
2. "The systematic study of methods that are, can be, or have been applied
within a discipline".
3. "The study or description of methods".
Research is, thus, an original contribution to the existing stockof knowledge
making for its advancement. It is the pursuit of truth with the help of study,
observation, comparison and experiment.

9. TYPES OF RESEARCH
The basic types of researchare as follows:
 Descriptive: Descriptive researchincludes surveys and fact-finding enquiries
of different kinds. The major purposeof descriptive research is
description of the state of affairs as it exists at present. In social science
and business research we quite often use Research Methodology: An
Introduction the term Ex postfacto research for descriptive research
studies. The main characteristic of this method is that the researcher has
no control over the variables; he can only report what has happened or
what is happening.
 Applied vs. Fundamental: Research can either be applied (or action)
research or fundamental (to basic or pure) research. Applied research
aims at finding a solution for an immediate problem facing a society or
an industrial/business organization, whereas fundamental
Research is mainly concerned with generalizations and with the
formulation of a theory.
“Gathering knowledge for knowledge’s sake is termed ‘pure’ or ‘basic’
research.
Objective of Research Methodology
 To verify and test important facts.
 To analyze an event or process orphenomenon to identify the cause and
effect relationship.
 To test a hypothesis of a causal relationship between variables.

10. RESEARCH INSTRUMENT
A questionnaire was used as a data collection instrument for collecting the primary
data by taking reference of the customer.
 Employee of BPO
 Professionals
RESEARCHTYPE-Descriptive type
SAMPLING TECHNIQUE-Random/convenience sampling technique
SAMPLING SIZE- 40
RESEARCHAREA- Dehradun
DATA COLLECTION METHOD
Primary data were collected from respondents by means of questionnaire
methods.
Secondarydata:- Data that are already collected by someone else and readily
available is called secondary data.
In this research data was collected through the following sources-
 Websites
Tools used:- Graphs

11. HYPOTHESIS
QUESTIONNAIRE

12. DATA ANALYSIS

13. FINDINGS

14. CONCLUSION

15. BIBLIOGRAPHY