1. BUSINESS RESEARCH METHOD

2. GROUP MEMBERS Saira Khalid ( 0001) Sadia Latif (0002) Sana Riaz (0004)
MBA S1

3. “Analyzing the Impact of Colored Packaging on Consumer Quality Perception and Buying Behavior”

4. KEYWORDS:
Colored Packaging, Quality Perception, Consumer Buying Behavior

5. To evaluate the importance of product color packaging in marketing
RESEARCH OBJECTIVES:
To evaluate the importance of product color packaging in marketing
To understand the effects of packaging on buying behavior of customer
To know the importance of color in international market framework
To define the gender-wise and age-wise impact on choice of product relative to color packaging

6. INTRODUCTION TO REDEARCH TOPIC

7. Introduction to Research Topic:
Sr. No.
Author’s Name
Year
Title 1
Ricardo Pires
2008
Very important for unknown goods
Good perception and purchase 2
Sabeehullah shah
Two purposes of Packaging:
Protect
Attract 3
Rundh
2005
Package builds the quality perception 4
Rizwan Raheem, Vishnu
2014
Components of packaging
Color
packaging material
Innovations
Brand name
Fonts
Information about product

8. Introduction to Research Topic:
Sr. No.
Author’s Name
Year
Title 5
Okan Ackay
Rizwan Raheem
2012,
Importance of packaging emphasized 6
Packaging is important for Unknown products 7
Nilson and Ostrom
2005
Eye catching colors attracts more 8
Peter
1994
Direct way of communication

9. Introduction to Research Topic:
Sr. No.
Author’s Name
Year
Title 9
Garber
2000
Communication and Market share 10
Danger
1987
Visual aid for building perception of package 11
Schmitt &Simonson
1997
Identity of product
Influence quality of product
Influence buying behavior 12
Okan Ackay
2012
Buying depends upon actual product
Value expensive products

10. LITERATURE REVIEW

11. LITERATURE REVIEW Color packaging Product package elaboration
Color and gender
Choice of color and age
Color perception and buying behavior
Product packaging and quality perception

12. COLOR PACKAGING Kojina 1996
Sr. No.
AUTHOR
Year
FINDINGS 1
PETERS, M.
1994
Packages are used for communication in markets 2
MITUL & BHAVESH
2012
A package that makes the customer feel good is effective and takes attention of consumer. 3
Ricardo Pires
2008
Attractive package can influence the customer if customer is not already familiar with product and its benefits. 4
Kojina
1996
The advertisement will stimulate customer perception and color will attract the customer. But color of product is far more affective.

13. PRODUCT PACKAGE ELABORATION
Sr. No.
AUTHOR
Year
FINDINGS 1
Rita Kuvikaite et al,
2009
That elements of packaging can be divided as visual and verbal, both of these can affect the consumer behavior. Time preference and the type of goods are also important here. Goods may be having a household use or it may be a valued item, customer considers packaging for household goods more important so marketers give preference to effective packaging of household items. 2
Silayoi and Speece
2007)
Customer’s mind set must be considered for influencing his purchasing decisions affected by package

14. COLORS AND GENDERS Sr. No. AUTHOR Year FINDINGS 1
Okan, Paul and M. Halim
2012
For females, colors are considered as more important as compared to men. 2
Khouw
2002
Men were more tolerant of gray, white or black than women, and women reacted to the combinations of red and blue more frequently. 3
Okan Akcay, Qian Sun
Many countries like China, Canada, USA, India, Turkey were studied for this purpose and the result was same.

15. CHOICE OF COLOR AND AGE Sr. No. AUTHOR Year FINDINGS 1
Okan, Paul and M. Halim
2012
Colors are considered as especially important for youngsters and as the age grows, the importance of color is decreased and mostly men above 60 years stick to black, blue and grey. 2
Syed Fathollah, Roya Honari et. al
2014
That consumer’s behavior while shopping and selecting various products highly depends on age of the customer and choice of colors for shopping also varies as the age grows. That’s why choice of color is different for children and adults.

16. COLOR PERCEPTION AND BUYING BEHAVIOR

17. Sr. No.
Author
Year
Research Findings 1
Syed Fathollah, Roya Honari
2014
Customer makes the decision of purchasing a product based on different factors and color is one of them 2
SarahTornetta, Tess Fox, Jordan Blackbird
2009
Overall disliking and liking also varies with color perception 3
OkanAkcay, D.B.A. 2013
2013
Value expressive products like IPods, Laptops, PlayStations, Camera are preferred in black mostly 4
Ampuero & Vila,
2006
Consumer’s buying Behavior depends mainly on the color packaging of the products 5
OkanAkcay et. al
2012
Different interpretations of different colors are found in different areas among different people 6
Channa
Leichtling
Product success and failure is directly associated with the packaging color

18. Product packaging and Quality Perception

19. 1994 2008 2012 Sr. No. Author Year Research Findings 1 Ricardo Pires
If the shape, color of the product are good then it will give good perception about quality 2
Sable, Paul andAkcay, Okan
2010
Color is one of the tool to attract customers because it is a simple way of communicating the quality and building customer’s perception related to brand 3
Mitul M. Deliya& Mr. Bhavesh J. Parmar
2012
Product package and quality are directly related to each other and it gains customer attention. 4
Kojina et al.
1996
People select the brand whose package colors are more appealing to them 5
Gordon et al.
1994
Brand choice somehow depends on color of the package and colors indicate the quality that brands carry. 6
The perception of quality of product will enhance if the shape and color of the package is effective.

20. Hypothesis:
Hypothesis No. 1: H1: Colored Packaging influences Consumer Buying Behavior about the product. Hypothesis No. 2: H2: Colored Packaging influences Quality Perception about the product.

21. Research Methodology

22. SURVEY APPROACH
Population: Faisalabad Sample: Students and Teachers of University of Central Punjab, Faisalabad Total Questionnaires: 150 Returned questionnaires: 104

23. The detail of the sample
Select your Age
Frequency
Percent
Valid Percent
Cumulative Percent
Valid
15-20 54
51.9
21-30 37
35.6
87.5
31-40 10
9.6
97.1
41-50 1
1.0
98.1
51-60 2
1.9
100.0
Total
104

24. Sample Distribution According To Gender
Please select your Gender
Frequency
Percent
Valid Percent
Cumulative Percent
Valid
Male 50
48.1
Female 54
51.9
100.0
Total
104

25. Instruments and Scales:
Data collection : Questionnaires Scale : Likert Scale Software: SPSS 20 ᵅ = 0.7 but the reliability of our results shows that it is 0.4.
Reliability Statistics
Cronbach's Alpha
Cronbach's Alpha Based on Standardized Items
N of Items
.426
.423 13

26. Data Collection: FACE-TO-FACE DISTRIBUTION VARIABLES OF RESEARCH
QUESTIINNAIRE
DEMOGRAPHICS
FACE-TO-FACE DISTRIBUTION

27. Research Models and Variables:
Independent Variable
Colored Package
Dependent Variable
Buying Behavior
Quality Perception

28. Theoretical Framework:
Colored Packaging
Consumer Buying Behavior
Quality Perception

29. Statement of results:

30. Demographics:
The sample consisted of 50% male population and 53% female population

31. AGE

32. QUALIFICATION

33. DESIGNATION

34. DESCRIPTIVE STATISTICS

35. Descriptive StatisticsN
Minimum
Maximum
Mean
Std. Deviation
Color of packaging is very important for you while shopping
104
1.00
4.00
1.8173
.90053
Products with attractive colored packaging get attention at first sight
1.5385
.68156
Purchase decisions can be made ignoring color of packaging
5.00
2.7115
Other factors (shape of package, label of package, etc.) are considered more important than color
2.4712
.93432
Color of packaging is important for luxury goods (Laptop, Tabs, Smartphones) only.
2.6154
Your favorite product color influence your buying behavior
2.2308
Color that attracts you while shopping (luxury goods)
6.00
2.8846
Color that attracts you while shopping (non-luxury goods)
3.6731
Valid N (listwise)

36. INTERPRETATION
According to the above table, most of the people agree that packaging has some influence on them. The deviation from this response is 0.9 and 0.6 which shows that the response can move either to neutral or to “strongly agreed”.
As far as buying behavior in this table is concerned, the responses of people move between agreed to neutral. And deviation from this response is approximately 1. Most of the people prefer black and white color of packaging. Some people also prefer red color of packaging for their product as the deviation from the response of black is 1, which indicates red or white color.

37. Statistics Colored packaging predicts quality of product.
Decent colored packaging shows higher quality of products.
Low quality products come in sharp colors.
If you find color of your choice, you ignore the quality aspect while shopping? N
Valid
104
Missing
Mean
2.5385
2.1827
2.6923
3.5962
Std. Deviation
Minimum
1.00
Maximum
5.00

38. INTERPRETATION:
Quality aspect of this study shows that quality is somehow related with the product packaging as the response of people fall between agreed and neutral category. Most of the people believe that high quality is indicated by decent colors of packaging and vice versa. But people consider quality of the product more important than color of the packaging to make any purchase decision.

39. Choices about colors:

40. LUXURIOUS GOODS

41. WHO IS MORE CONCIOUS ABOUT COLOR

42. Descriptive Statistics
Correlation:
Descriptive Statistics
Mean
Std. Deviation N
Color of packaging is very important for you while shopping
1.8173
.90053
104
Products with attractive colored packaging get attention at first sight
1.5385
.68156

43. Color of packaging is very important for you while shopping
Correlations
Color of packaging is very important for you while shopping
Products with attractive colored packaging get attention at first sight
Pearson Correlation 1
.352**
Sig. (2-tailed)
.000 N
104
**. Correlation is significant at the 0.01 level (2-tailed).

44. INTERPRETATION
In the above table, the value of correlation co-efficient is and level of significance is 0.00 showing that there is moderate correlation between two variables. And value of P is less than 0.05 showing the significant relationship between two variables

45. Descriptive Statistics
BUYING BEHAVIOR
Descriptive Statistics
Mean
Std. Deviation N
Purchase decisions can be made ignoring color of packaging
2.7115
104
Other factors (shape of package, label of package, etc.) are considered more important than color
2.4712
.93432
Color of packaging is important for luxury goods (Laptop, Tabs, Smartphones) only.
2.6154
Your favorite product color influence your buying behavior
2.2308

46. Purchase decisions can be made ignoring color of packaging
Correlations
Purchase decisions can be made ignoring color of packaging
Other factors (shape of package, label of package, etc.) are considered more important than color
Color of packaging is important for luxury goods (Laptop, Tabs, Smartphones) only.
Your favorite product color influence your buying behavior
Pearson Correlation 1
.030
.145
-.026
Sig. (2-tailed)
.760
.142
.796 N
104
-.132
-.032
.182
.749
.164
.096

47. INTERPRETATION
In the above table overall, there is no significant relationship exists between color of packaging and buying behavior as per the responses of sample.

48. Descriptive Statistics
QUALITY
Descriptive Statistics
Mean
Std. Deviation N
Colored packaging predicts quality of product.
2.5385
104
Decent colored packaging shows higher quality of products.
2.1827
Low quality products come in sharp colors.
2.6923
If you find color of your choice, you ignore the quality aspect while shopping?
3.5962

49. Colored packaging predicts quality of product.
Correlations
Colored packaging predicts quality of product.
Decent colored packaging shows higher quality of products.
Low quality products come in sharp colors.
If you find color of your choice, you ignore the quality aspect while shopping?
Pearson Correlation 1
.471**
.120
.177
Sig. (2-tailed)
.000
.225
.072 N
104
.186
.054
.059
.586
.076
.443
**. Correlation is significant at the 0.01 level (2-tailed).

50. INTERPRETATION
Analyzing whole of the table in summarized form, we came to know that significant relationship exists only in two variables, i.e, color of packaging with respect to quality perception but this relationship is ignorable because none of the other questions related to quality showed the significant relationship.

52. Conclusions and Summary:
The overall results of correlation shows that packaging has zero relationship with buying behavior and quality perception in Faisalabad, mostly people do not bother the color of packaging for making purchase of any type either it includes luxury items or fast moving consumer goods.
Females somehow consider color for purchasing items of their interest but males usually make decision without considering color of packaging. These statistics show results of people of Faisalabad only. Whole population of Pakistan may be different from the results that are shown.

53. Limitations to the Study:
Non Response Error
Study of Just One University and a college
Only one city target from Pakistan
Time Limitation

54. Appendices:
Questionnaire used for data collection

55. THANK YOU FOR YOUR PATIENCE