Does packaging and bottling changes consumers perception

A RESEARCH PROJECT

On

Effect of Quantity based Packaging

of Soft Drinks

on

Consumer Perception

Submitted to

Dr. S.K. Pandey

Fore School of Management

On 16/03/2011

Submitted By

Group 1 - FMG19 A

Gaurav Bansal (191024)

Naveen Kumar (191034)

Neeraj Chadawar (191035)

Nishanth P (191037)

Sanat Kumar (191052)

Shounak Mondal (191055)1

ACKNOWLEDGEMENTS

We express our sincere thanks and acknowledgements to Dr. S.K. Pandey who has been our

mentor in this research project. We are thankful to him for taking pains to provide us the

necessary guidance and support. We would also like to thank all the respondents for their

cooperation. We would also like to thank Mr. Manish T.N Singh students of FMG-18 for

hisguidance and support.

Thanking all,

Group – I

FMG XIX A

FORE School of Management, Delhi

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EXECUTIVE SUMMARY

The aim of this study is to understand the role of packaging in Soft Drinks on consumer

buying behaviour. The basic purpose behind it is to find out how such factors are behind the

success of packaging. The focus is not on the Background Image, Packaging Material, Font

Style, Design of wrapper, Printed Information etc. but more on the different quantities of

packaging available. According to this research we try to find the positive relationship

between packaging of soft drinks and buying behaviour. For collecting the data we will use

the questionnaire, while for analysis we will use SPSS 17 and Microsoft Excel. A sample of

82 consumers has been selected to test the reliability of the model. The significance of the

study, its delimitation and limitations are discussed. The research is based in India .

We focus on the aspect how the different quantities of packaging available influence a

consumers buying decision and whether or not his buying decision will be influenced if

he/she gets a different packaging with the same amount of money. We have taken several

factors that determine the consumers choice of a particular package primarily glass bottle, tin

can and plastic bottle . The factors include hygiene , consumption quantity etc. Due to

increasing self-service and changing consumers’ lifestyle the interest in package as a tool of

sales promotion and stimulator of impulsive buying behaviour is growing increasingly. So

package performs an important role in marketing communications, especially in the point of

sale and could be treated as one of the most important factors influencing consumer’s

purchase decision. Literature analysis on question under investigation has shown that there is

no agreement on classification of package elements as well as on research methods of

package impact on consumer’s purchase decision. By this article we seek to reveal elements

of package having the ultimate effect on consumer choice

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CONTENTS

INTRODUCTION....................................................................................................................8

LITERATURE REVIEW........................................................................................................13

RESEARCH METHODOLOGY............................................................................................21

ANALYSIS.............................................................................................................................22

FINDINGS..............................................................................................................................44

LIMITATIONS.......................................................................................................................45

CONCLUSION.......................................................................................................................45

REFERENCES........................................................................................................................46

ANNEXURE...........................................................................................................................48

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LIST OF TABLES

Table 1: HYPOTHESIS TESTING FOR MEAN SCORE OF MALE AND FEMALE for the

preference of packaging...........................................................................................................26

Table 2: Chi-Square Test: tin can, plastic bottle, glass bottle...................................................................................................................................... 27

Table 3: Hypothesis to test the effect of packaging and different age group...................................................................................................................................... 28

Table 4: Hypothesis on consumption rate. ............................................................................29

Table 5: Hypothesis is to prove those different age groups behave in similar manner

when it comes to hygiene.................................................................................................. 32

Table 6: Hypothesis in testing quantity consumption by different age group..................... 36

Table 7: Hypothesis in terms of quantity availability........................................................... 38

Table 8: Hypothesis to test packaging in terms of Design.................................................... 49

Table 9: Hypothesis to test that does different brands of soft drink adept different bottling..40

Table 10: Hypothesis to test the effect of income on quantity consumed ..........................42

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LIST OF GRAPHS

Graph 1: Survey Composition According to Gender................................................................. 22

Graph 2: Survey Composition According to Income Group..................................................22

Graph 3: Survey Composition According to Age Group.......................................................23

Graph 4: Soft Drink Preference………………................…………………………...............23

GRAPH 5: Preference of Packaging under Rs 15..................................................................24

GRAPH 6: Importance of Hygiene in Packaging...................................................................24

GRAPH 7: Importance of Hygiene in Packaging...................................................................25

LIST OF ANNEXURES

ANNEXURE 1: QUESTIONNAIRE…………………………………………………….....................……..48

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INTRODUCTION

Packaging:

Packaging is a considered as the fifth P, along with price, place, promotion, and product.

According to marketers packaging and labelling are considered to be a part of product

strategy.

Packaging is defined as all the activities of designing and producing the container for the

product. There are mainly three levels of material. Cool water cologne comes in a bottle

(primary package) in a cardboard box (secondary package) in a corrugated box (shipping

package). Well designed package can built brand equity and drive sales. The package is the

buyer’s first encounter with the product and is capable of turning buyers on or off. Various

factors have contributed to the growing use of packaging as a marketing tool is “company

and brand image, innovation opportunities”.

Focusing on the objectives of packaging

Identify the brand

Convey descriptive and persuasive information

Facilitate product transportation and protection

Assists at-home storage

Aid product consumption

How can we define Packaging?

Kotler defines packaging as "all the activities of designing and producing the container for a

product." Packaging can be defined as the wrapping material around a consumer item that

serves to contain, identify, describe, protect, display, promote, and otherwise make the

product marketable and keep it clean. Packaging is the outer wrapping of a product. It is the

intended purpose of the packaging to make a product readily sellable as well as to protect it

against damage and prevent it from deterioration while storing. Furthermore the packaging is

often the most relevant element of a trademark and conduces to advertising or

communication.

Functional Requirements

Protection and preservation

A basic function of package is to protect and preserve the contents during transit from the

manufacturer to the ultimate consumer. It is the protection during transport and distribution;

from climatic effects (heat and cold, moisture, vapour, drying atmospheres); from hazardous

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substances and contaminants; and from infestation. Protection is required against

transportation hazards spillage, dirt, ingress and egress of moisture, insect infection,

contamination by foreign material, tampering pilferage etc. A package should preserve the

contents in 'Factory Fresh' condition during the period of storage and transportation, ensuring

protection from bacteriological attacks, chemical reaction etc.

Containment

Most products must be contained before they can be moved from one place to another. To

function successfully, the package must contain the product. This containment function of

packaging makes a huge contribution to protecting the environment. A better packaging help

to maintain the quality of the product and reach ability of the product in the consumer's hand

without spillages it gives better image to the organisation.

Communication

A major function of packaging is the communication of the product. A package must

communicate what it sells. When international trade is involved and different languages are

spoken, the use of unambiguous, readily understood symbols on the distribution package is

essential. It is the interest further that to get appropriate communication to the consumer

about the product, how to use it and other utility informations. Packaging protects the

interests of consumers. Information includes: quantity; price; inventory levels; lot number;

distribution routes; size; elapsed time since packaging; colour; and merchandising and

premium data.

Types of packaging

An important distinction is to be made here between two types of packaging

Transport packing: The product entering in to the trade need to be packed well enough to

protect against loss damage during handling, transport and storage. Eg: fibre board, wooden

crate etc.

Consumer Packing: This packaging holds the required volume of the product for ultimate

consumption and is more relevant in marketing. Eg: beverages, tobacco etc.

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Hazards of Transport

There are four main hazards of transport

* Drops and impacts

* Compression forces

* Vibration

* Climatic variations

Various Mechanical Tests

Drop Test: This test help to measure the ability of the container and inside packing materials

to provide protection to its contents and to measure the ability of the container to withstand

rough handling.

Vibration Test: This test is to determine the ability of the container to withstand vibration

and the protection offered by materials used for interior packing.

Compression Test: This test is carried out, generally, on empty containers, to measure the

ability of the container to resists external compressive loads applied to faces or applied to

diagonally opposite edges or corners.

Inclined Impact Test: This test help to study the extend of damage in a way of crushing,

breaking, cracking, distortion, and shifting during handling storage and transport which

occurs to the container and its content.

Rolling Test: This test helps to evaluate the overall strength of the container and the

cushioning material provided inside and any failure of the content.

Drum test: This test help to evaluate loaded shipping containers with respect to general

overall durability and for the protection afforded to the contents against certain hazards of

handling and shipment.

Various Climatic Tests

Rain Test: This test is conducted in a simulated rain condition to assess its impact on the test

area for two hours.

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Sand and Dust Test: This test is to evaluate the resistance of a package to the penetration of

sand and dust.

Salt Spray Test: This test is to evaluate the resistance of a package to corrosion by salt spray

and to serve as a general standard for corrosion.

Fungus Resistance Test: This test is to evaluate all the materials used in the fabrication of

shipping containers for fungus resistance.

Packaging Cost

The most important aspect when we look into packaging is the packaging cost. Packaging

cost includes the following:

* Material cost: It means the cost of the pack and quality control cost.

* Storage and handling cost of empty packages: This include the handling cost of bulky

packages, heavy materials of construction, drums etc.

* Packaging operation costs: This includes the cost involved in operations like, cleaning the

package product filling – closing, labeling – unitizing, stenciling, handling cylindrical slums

etc.

* Storage of filled packages: This includes the cost incurred to shift the goods from one

form of packaging to another.

* Transportation cost of filled packages: This involves the transportation cost by sea, air

etc. (freight by volume)

* Loss and Damage cost: It is related to the loss and damage during operation, transportation

delivery etc.

* Insurance cost: It varies depending on the vulnerability of package

* Effect of packages on sales: The package that influence on sales.

* Obsolescence Cost: This cost involves when changes in the packaging materials, packages

and labels happen.

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* Package developmental cost: This include the evaluation cost, pilot test cost, field testing

cost, consumer research cost, feed back cost, final trial cost etc.

Importance of packaging: an Overview

Some of the major significance of packaging can be detailed as follows:

Can make a product more convenient to use or store, easier to identify or promote or

to send out a message.

Can make the important difference to a marketing strategy by meeting customers'

need better.

Packaging plays a key role in brand promotion and management. Packaging is of

great importance in the final choice the consumer will make, because it directly

involves convenience, appeal, information and branding.

The paramount concern of packaging is the reach ability of the product without any

damage. No matter where and how the products are transported or shipped, they

arrive at the customer's door in working condition without need of repair or

adjustment.

Packaging is especially important in certain industry where future sales may be based

largely on the quality, integrity and performance of a company's previous delivery.

Conclusion

The significance of packaging has come to be increasingly recognized in export as well as in

marketing of a wide range of consumer goods and industrial products within the country. The

volume of exports depends not only on the quantity of the production and prices, but also to a

substantial extends on the standards of packaging adopted for the products. Goods damaged

in transit or arriving at the destination in an unacceptable condition tarnishes the reputation of

the manufacturer as well as the country as a whole, besides colossal wastage of scarce

economic resources. Further, packaging has a crucial role to play in the fetching higher unit

values for our consumer goods (like tea and cashew) through the substitution of the bulk

packs by consumer packs. In

The recent past packaging has been increasingly recognized as a significant factor in the

nations export promotion effort. Effort should be there to understand the importance of

packaging there by to avoid the loss and damage cost incurred during transport and delivery.

Keep in mind that a conscious effort on the part of marketing managers can increase the

volume of sales and there by improve the reputation of the product and organisation.

REF: http://www.indianmba.com/Faculty_Column/FC337/fc337.html

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Literature Review

Customer Perception towards Branded Carbonated Drinks

Hari Baboo(2010)

The beverage industry is vast and there various ways of segmenting it, so as to cater the right

product to the right person. The different ways of segmenting it are as follows:

* Alcoholic, non-alcoholic and sports beverages

* Natural and Synthetic beverages

* In-home consumption and out of home on premises consumption.

* Age wise segmentation i.e. beverages for kids, for adults and for senior citizens

* Segmentation based on the amount of consumption i.e. high levels of consumption and

low levels of consumption.

If the behavioural patterns of consumers in India are closely noticed, it could be observed that

consumers perceive beverages in two different ways i.e. beverages are a luxury and that

beverages have to be consumed occasionally. These two perceptions are the biggest

challenges faced by the beverage industry. In order to leverage the beverage industry, it is

important to address this issue so as to encourage regular consumption as well as and to make

the industry more affordable.

Strategic elements to increase consumption of the products of the beverage industry in India

are:

* the quality and the consistency of beverages needs to be enhanced so that consumers are

satisfied and they enjoy consuming beverages.

* The credibility and trust needs to be built so that there is a very strong and safe feeling that

the consumers have while consuming the beverages.

* Consumers education is must

Taylor Ellis & Abraham Pizam (1999) in “Customer satisfaction and its

Measurement in hospitality enterprises” stated global issues and cultural differences in

customer satisfaction, overall satisfaction vs. satisfaction with individual attributes,

dimensions of satisfaction & the components of satisfaction.

John S.A. Edwards & Hadyn Ingram (1995), volume 7; Issue 5; Page 25 – 28 in

“Food, beverage and accommodation: an integrated operations approach” mentioned

that accommodation has a close relation with food & beverage.

12

Mary Bellis (2005) in “Food History - Beverages and Drinks” explained the history

of Beer, Wine, Alcoholic & Non-Alcoholic beverages and Drinks.

Mohajon Bangladeshi Online Bazar (2006) in “Beverage product view” identified

different beverages & their quality with prices.

Transcom Beverage Limited official website (2003) in “Introduction” explained that

TBL manufactures the famous Pepsi range of beverages-Pepsi, 7up, Mirinda Orange, Mirinda

Lemon, Slice and Soda. As a corporate citizen Pepsi co believes it has a responsibility to

contribute to the quality of life in our communities.

Colour and flavour rule consumer preferences: Study

The intensity of colour and the flavour are the key drivers behind consumer acceptance of

beverages, says a new study involving DANONE. But packaging and labelling are not as

important for winning over consumers, according to findings published in the journal Food

Quality and Preference, The study involved consumers at different stages of development and

highlights the importance of adopting a “sensory marketing approach” said the researchers

from French research organisation Adriant, the University of Rennes 1,

DANONE R&D, and Institute Paul Bocuse.

“Companies need to continuously innovate to maintain market leadership,” wrote the

researchers. “When the market is overloaded the challenge consists in creating innovative

products able to attract and satisfy consumers.” ―This experiment showed the feasibility of

the proposed multi-sensory design method based on mixed qualitative and quantitative

approaches.” The study also demonstrates the importance of flavour and colour selection for

new products.

The global flavours market was been valued at some US$18bn in 2006 (Business Insights).

Meanwhile, the value of the international colourings market was estimated at around $1.15bn

in 2007 (€731m), up 2.5 per cent from $1.07bn (680m) in 2004, according to Leatherhead

Food International (LFI). Natural colours now make up 31 per cent of the

colourings market, compared with 40 per cent for synthetics, according to LFI.

Rita Kuvykaite (2009) has descriptive research. According to Rita package attracts

consumer’s attention to particular brand, enhances its image, and influences consumer’s

perceptions about product. Also package imparts unique value to products

13

(Underwood, Klein & Burke, 2001; Silayoi & Speece, 2004), works as a tool for

differentiation, i.e. helps consumers to choose the product from wide range of similar

products, stimulates customers buying behavior (Wells, Farley & Armstrong, 2007). Thus

package performs an important role in marketing communications and could be treated as one

of the most important factors influencing consumer’s purchase of package, its elements and

their impact on consumer’s buying behavior became a relevant issue. He basing on

theoretical analysis of package elements and their impact on consumer‘s purchase decision

empirically reveal the elements having the ultimate effect on consumer choice. Research

methods that Rita used is systematic and comparative analysis of scientific literature;

empirical research There are six variables that must be taken into Consideration by producer

and designers when creating efficient package: form, size, color, graphics, Material and

flavor. Similarly, Kotler (2003) distinguishes six elements that according to him must be

evaluated when employing packaging decisions: size, form, material, color, text and brand.

The research result of Rita shows the impact of package elements on consumers purchase

decisions can be stronger. He conclude that Package could be treated as one of most valuable

tool in today’s marketing communications, necessitating more detail analysis of its elements

and an impact of those elements on consumers buying behavior. The impact of package and

its elements on consumer’s purchase decision can be revealed by analyzing an importance of

its separate elements for consumer’s choice.

Bed Nath Sharma Dec. 2008 studied New Consumer Products Branding, Packaging and

Labeling in Nepal. This paper focuses on existing practice of branding, packaging and

labeling of new products in consumer product manufacturing units. The study method was

Descriptive presentation of facts collected through questionnaire survey concerned with

different section of consumer new products (soap, biscuit, noodles, cigarettes and The

study further investigates the new consumer product packaging and labeling status in

manufacturing units. They are aware about the value of packaging and labeling. Majority of

the consumer products 84.37% (27 out of 32 responses) are using product label as a simple

tag attached to the product or an elaborately designed graphic that is part of the package.

Alice Louw (2006) has studied The Power of Packaging the people belonged to Age 20-30

years old University graduates were taken for research.20 respondents were asked to rank 5

water bottles in terms of their overall appeal. Following this, they were given a questionnaire

and asked to rate each of the bottles on 20 statements related their packaging. For the

remaining 20 respondents, the order of the process was switched: they rated the bottles first

14

and then ranked them. The statements ranged from functional attributes (e.g. easy to drink

from, right size) to more emotive, non-functional attributes (e.g. I like the colors, high

quality). For both groups there was a clear winner and a clear loser in terms of the rankings.

However, although the top brand chosen was consistent in both groups, the worst brand

differed. The group that ranked the bottles first showed more variance in terms of their

responses (Variance 1.33) than the second group who rated the attributes first (variance 0.89).

This Packaging plays an important role in the marketing context. His research results that

right packaging can help a brand carve a unique position in the marketplace and in the minds

on consumers.

John Th Gersen (2000) worked on The Ethical Consumer. Moral Norms and Packaging

Choice published in Journal of Consumer Policy Kluwer Academic Publishers. Printed in the

Netherlands. The paper presents a study of a case with these two characteristics: Danish

consumers’ choice presents a study of a case with these two characteristics: Danish

consumers’ choice of environment-friendly packaging. With regard to this case, the evidence

supports the claim. A majority of Danish consumers have developed personal norms about

choosing environment-friendly packaging and the personal norm is a significant predictor of

their (self-reported) propensity to choose environment-friendly packaging in the supermarket.

Renaud LUNARDO 2007 has a great research on the influence of label on wine

consumption. its effects on young consumers’ perception of authenticity and purchasing

behavior The main objective of the paper is to identify the effects of authenticity on

purchase behavior. They used a repertory grid (RG) approach as a methodological framework

in order to know which pattern of features is better at inducing purchase. All the relationships

between authenticity provided by the label of bottles and consumer behavior attributes

(performance risk, perceived price and purchase intentions) have all been tested by using

linear regressions. This study was intended to provide a more complete understanding of the

influence of the authenticity perceive from the label of bottled wine. As an attempt to extend

the research on the influence label of bottled wine can have on consumers’ decisions of

buying, the current it is clear from these findings is the major role played by labels.

L Renaud 2007 worked on The Influence of Eco-Labeling on Consumer Behavior. The main

objective of this study was to assess the relative importance of the labeling in Packaging

compared to other product attributes (like brand, price, etc.) for consumers’ buying decisions.

The methodological approach that they chose was discrete choice analysis, which is

15

particularly powerful for this kind of analysis. Further this study attempts to analyze if the

importance of the labeling and packaging differs between product groups. They surveyed a

total of 302 customers; Two thirds of the interviews were conducted in the German-speaking.

The Variables chose within this study are , present mood, time, buying purpose With regard

to sustainability marketing, Time. The most important result of analysis is the significant

willingness to pay for Packaging energy efficient products.

Adelina Broadbridge & Henry Morgan (2007), consumer buying behavior and perception

toward retail and brand baby products. A two-stage research methodology consisting of both

qualitative and quantitative research techniques was adopted. The population was defined as

‘parents of children under the age of five who use baby care products’.

Both the qualitative and quantitative research showed that respondents adopted similar risk

reduction strategies in their purchase of baby care products. This research investigated

consumer perceptions and buying behavior of baby care products. The results of the primary

research indicated that consumers need to feel confident with the product in terms of

reliability and performance and packaging.

Bytyqi Hysen*, Vegara Mensur (2008) have research on analysis of consumer buying

behavior in regard to dairy products in kosovo. This survey was carried out by the

Department of Livestock and Veterinary Sciences, Agriculture Faculty of Prishtina, Kasovo

during 2007. Interviews of 304 respondents were conducted in super-markets (677) and mini-

markets (397) and later 23 interviews were completed in green market mainly for Sharri

cheese and curd. To study the reasons for choosing milk products upon supply, a coding

approach from 1- 5 was used (1 = very important; 2 = highly important; 3 = average; 4 = less

important; 5 = not important). Perception of consumers about dairy products was assessed

using different variables i.e. habits, trust, price, quality, package, age of consumer, origin of

product, type of shop, brand and gender of consumer. It was conclusion after analysis that the

packaging has great effect on the purchase of dairy products.

Rita Kuvykaite1, Aistė Dovaliene2, Laura Navickiene3 (2009) worked on impact of

package elements on consumer purchase decision economics & management. Material are the

most important visual elements for purchasing both milk (size and material 3.80) and

washing-powder (resp.: 3.87 and 3.41); whereas, in this case form, color and graphic could be

treated as unimportant elements of package. When analyzing importance of verbal elements,

it could be stated that product information (4.24 for milk and 4.06 for washing-powder) and

16

country-of-origin (resp.: 4.22 and 3.88) are the most important elements. Furthermore its

worth to add, that producer and brand couldn’t be underestimated too, because the

importance of both of these elements is treated by customers above the average. Comparing

the impact of visual and verbal elements of package on consumer’s purchase decision it could

be stated that verbal elements are more important than visual ones, when purchasing both

milk and washing-powder. According to the research model developed the impact of

package’s elements on consumer’s purchase decision depending on time pressure,

consumer’s involvement level and individual characteristics were analyzed.

H Ahasanul ,(K Ali 2009) measured the Factors Influencing Buying Behavior of Piracy

Impact to Malaysian. A structured questionnaire was used to collect data whereby it was

served as primary data to answer the research questions and objectives planning to find out

the factors that plays a vital role about consumers perception towards pirated products. It can

be identified that the dependent variable is consumer perception on piracy. Where else the

independent variables would be divided to social influence, personality/believe, culture, and

the economy. These are the factors that could influence consumers’ perception on piracy

thereby supporting out dependent variable. Social influence would include susceptibility,

which means an individual might purchase a pirated product merely because his/ her friend or

family members bought the product and introduced it to them.

Ulrich R. Orth (2009) worked on Packaging Design as resource for the construction of Brand

Identity. A thorough review of the literature on packaging design reveals that there are no

meaningful guidelines for developing holistic packaging design, Shapes, Finishes, Sizes,

Images, Typography, Colors, Impressions, Purchase Intention, and Brand. This research was

conducted by collecting information and data in four stages. First, a review of the branding

literature determined a list of strategically relevant brand impressions for wine. Second,

appropriate wine packaging design elements were identified and a sample of real and

representative designs was selected. Third, professionals in the design and advertising

industry rated wine packaging designs on the previously identified design elements. This

research aimed at generating guidelines for managing strategic brand impressions, namely

brand identity created by the wine packaging design

Kriti Bardhan Gupta (2009) has study on Consumer Behavior for Food Products in India.

primary data was collected from 326 respondents in Uttar Pradesh and National Capital

Region The relative importance of various food purchasing criteria was estimated for four

different food categories, food and vegetables; milk and milk products; food grains and

17

pulses; and processed foods on 1-5 scale, The present study explored the consumer behavior

for food products in India from different perspectives. People accepted the fact that their food

habits get affected with the shifting to a new region but many basic buying and consumption

behavior do not change. Some of the changes in buying and consumption behavior of

relocated people, which were observed after their settlement to a new region, were not

significantly different from the level of changes in behavior of non-moving people. However,

compared to the last 10 years, people have started preferring more healthy foods and are

willing to try out new dishes. They tend to learn cooking and eating new food items after

relocation without discontinuing their traditional food items. There is also influence of

children on the type of food items that they eat.

This paper has shown that impulse buying is indeed a relevant factor in CE retailing, thus

justifying the use of sales packaging. However, optimization is still important. From an

economical and environmental perspective it is very costly to apply sales packaging (with

additional material use and transport volume) to products that do not need them, or to apply

them in an ineffective way. Economical costs and environmental impact can be expressed in

a single score, indicating the packs performance. To allow proper management of the pack

design the sales performance should be expressed in as simple a way as possible, preferably

also a single score. As calculating the sales performance is impossible a test will need to be

used. The pressure from time-to-market in the CE industry, demands that the test be relatively

simple.

S Nuntasaree and Dr. E Barry (2008) published a paper with subject of a model of male

and consumer behavior in buying skin care products in Thailand.. The conceptual model of

male consumer behavior in buying skin care products beliefs in product attributes

Quality, Price, Brand, Packaging, Advertising, Promotion, Salesperson, Distribution. This

study used a quantitative research method. A convenience sample with a shopping mall-

intercept technique was employed for the sampling method. The closed-ended questionnaire

developed from standard questions of relevant literature was chosen as a research instrument.

The Statistical Package for the Social Sciences program (SPSS) version 15.0 was used in this

study with a 0.05 level of significance for all of the statistical assessments. The data set was

screened and examined for incorrect data entry, missing values, normality and outliers.

Several studies have investigated issues such as packages as a means of attracting the

attention of consumers (Underwood et al., 2001; Garber et al., 2000; Goldberg et al, 1999;

Schoormans & Robben, 1997). Other studies researched packages as a means of

18

communication as well as a means of communicating brand and product meaning

(Underwood & Klein, 2002; Garber et al., 2000, Schoormans & Robben, 1997; Gordonet al.,

1994; Homer & Gauntt, 1992; Rigaux-Bricmont, 1981; McDaniel & Baker,1977).

Packages are found to attract attention (Underwood et al., 2001; Garber et al., 2000;Goldberg

et al., 1999; Schoormans & Robben, 1997). In fact, Goldberg et al. (1999) found that by

dismissing such non-verbal signs as colors, the attention to verbal signs can be increased.

Pictures on packages are emphasized to attract attention, particularly when consumers are not

very familiar with the brands (Underwood et al., 2001).

Furthermore, packages are claimed to attract attention when their appearances are not typical

within a product class (Garber et al., 2000; Schoormans & Robben 1997). In other words,

past research has discovered that deviating packages attract attention. Other studies show that

deviating package colors and shapes attract attention (Garber etal., 2000; Schoormans &

Robben 1997). Underwood et al. (2001), on the other hand, found that pictures on packages

attract attention particularly in cases when consumers are less familiar with a brand. Studies

that have focused on other single signs than pictures on packages have found that such single

package signs as colors (Gordon et al., 1994), brand names (Rigaux-Bricmont, 1981), and

materials (McDaniel & Baker, 1977) convey brand meaning.

Pires Gon¸calves, Ricardo (2008) worked on Product Characteristics and Quality

Perception, according to him When they choose among competing products consumers are

faced with quality and product performance uncertainty, hence, they rely on cues as extrinsic

attributes, for instance brand, price, package and warranty, as signals of perceived quality.

Little research has been done on packages as extrinsic attributes used by consumers as signs

of perceived quality, thus this study is a small contribution to that lack of scholarly research

on packages. Colors and shapes are important elements of marketing strategies, and they are

both essential features of packages, especially in product labels. Labels are one of the most

important features of product packaging, and they are designed to communicate a message.

The model proposed in this study builds on previous models of consumer quality perception

and signals of quality from product cues. In this research, colors and shapes combinations in

labels are considered as the extrinsic attributes used as signals of quality by consumers.

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RESEARCH OBJECTIVE

When we think of soft drinks, the things come to our mind is about the taste the flavour. We

think of brand, and also different factors influence it. But the factor we chose is

PACKAGING. And we by our survey want to find that does consumer perception get

affected by packaging.

Now by the help of the research we want to learn the change in consumer’s perception about

packaging of the product. The company came out with different packages categories like

“two litre bottles, one litre bottle, fridge pack of 1.25l, 300ml glass bottle, 200ml glass

bottle, tetra pack, cans of 330ml, recently launched a 330ml take away plastic bottle”.

These different quantity bottle manufactured by company is to cater people of different

categories, as they introduced family pack of two litres for those who use soft drink for high

consumption, later on they came out with 1.5 lt bottle as, and then they felt that they should

introduce the packets for which can easily fit into the fridge. So two different quantities were

introduced 1 ltr and 1.25 ltr. The glass packages of 300ml and 200ml were introduced for

point consumption and the benefits the company had that they can recycle the used bottles.

Later on they came up with can bottles; these tin cans were trendier and easy to carry, and

also can extend the shelf life of the product, above all it identifies a special Sales Price.

RESEARCH METHODOLOGY

Research Design

The research design is exploratory and descriptive in nature as it involves studying the

perceptions and behaviour of customers in order to measure the service quality provided by

the service provider. The study thus finds out the major areas of improvement so that

company services to the customers can be improved.

Scope of the study

The study is limited to Delhi/NCR Region.

Method of Data Collection

The primary data was collected with the help of a structured, electronic questionnaire.

Secondary data was collected from journals, books & research papers with a view to

supplement the primary data. The study of secondary sources made the structuring of

questionnaire easy.

20

Sampling Plan

1. Universe of the study: This involves all the people using the product or the service. For

this project all the people who are availing soft drinks in the world, forms the universe.

2. Population of the study: This involves all those people using the product/service residing

in a particular area. So here the population will be all those people who are availing the

product soft drinks.

3. Sampling frame: The sampling frame is the list of respondents from where the researcher

draws the sample. In this research study, sampling frame comprises of friends, families and

relatives.

4. Sampling technique: The sampling technique applied is random sampling technique.

Sampling Unit

Every single individual undertaken in the research study is called the sampling unit. In this

research study sampling unit is every single individual in the sampling frame who buys soft

drinks.

Sample Size

The sample size undertaken in this research study is 82.

21

ANALYSIS

82%

18%

Survey Composition According to Gender

MaleFemale

45%

28%

20%

7%

Survey Composition According to Income Group

Less than 3 Lakhs3-5 Lakhs5-10 LakhsAbove 10 Lakhs

22

4%

89%

6%

1%

Survey Composition According to Age Group

Less than 2020-3030-45Above 45

29%

13%

17%

7%

21%

12%

Soft Drink Preference

Thumbs UpPepsiCoca ColaDewSpriteOthers

23

34%

48%

18%

Preference of Packaging under Rs 15

Glass BottlePlastic BottleTin Can

2% 2%

22%

34%

39%

Importance of Hygiene in Packaging1- Least Important 5- Most Important

Rating 1Rating 2Rating 3Rating 4Rating 5

24

2% 2%

22%

34%

39%

Importance of Hygiene in Packaging1- Least Important 5- Most Important

Rating 1Rating 2Rating 3Rating 4Rating 5

25

1. HYPOTHESIS TESTING FOR MEAN SCORE OF MALE AND FEMALE for the

preference of packaging

t-Test: Two-Sample Assuming Unequal Variances

µ0: there is no effect of packaging on different gender

µ1: there is effect of packaging on different gender

Variable

1 Variable 2

Mean

14.6666

7 4

Variance

30.3333

3 19

Observations 3 3

Hypothesized Mean

Difference 0

df 4

t Stat

2.63038

4

P(T<=t) one-tail

0.02908

1

t Critical one-tail

2.13184

7

P(T<=t) two-tail

0.05816

3

t Critical two-tail

2.77644

5

From the above we do not accept the null hypothesis. And thus we infer that the male

and female has different choice in terms of packaging of soft drinks. And we observed

that male preferred more tin cans than female audience because male may find it more

stylish.

26

2. Chi-Square Test: tin can, plastic bottle, glass bottle

µ0: there is no effect of packaging on different gender

µ1: there is effect of packaging on different gender

Expected counts are printed below observed counts

Chi-Square contributions are printed below expected counts

plastic glass

tin can bottle bottle Total

1 12 14 14 40

7.32 19.02 13.66

2.997 1.327 0.009

2 3 17 9 29

5.30 13.79 9.90

1.001 0.746 0.082

3 0 8 5 13

2.38 6.18 4.44

2.378 0.534 0.071

Total 15 39 28 82

Chi-Sq = 9.145, DF = 4, P-Value = 0.058

2 cells with expected counts less than 5.

27

3. Hypothesis to test the effect of packaging and different age group

µ0: there is no effect of packaging on different age group

µ1: there is effect of packaging on different age group

Source DF SS MS F P

C1 2 0.068 0.034 0.04 0.962

Error 78 68.031 0.872

Total 80 68.099

S = 0.9339 R-Sq = 0.10% R-Sq(adj) = 0.00%

Individual 95% CIs For Mean Based on

Pooled StDev

Level N Mean StDev -------+---------+---------+---------+--

20 to 30 73 3.5342 0.9141 (---*---)

less than 20 3 3.6667 1.1547 (-----------------*-----------------)

more than 30 5 3.6000 1.1402 (-------------*-------------)

-------+---------+---------+---------+--

3.00 3.60 4.20 4.80

Pooled StDev = 0.9339

Grouping Information Using Fisher Method

C1 N Mean Grouping

28

less than 20 3 3.6667 A

more than 30 5 3.6000 A

20 to 30 73 3.5342 A

Means that do not share a letter are significantly different.

Fisher 95% Individual Confidence Intervals

-0.80 0.00 0.80 1.60

Hence the anova test shows that there is no difference between the age group and the

affect of packaging while selecting a soft drink.

4. Hypothesis on consumption rate

µ0: there is no effect of packaging on consumption rate

µ1: there is effect of packaging on consumption rate

Frequency of consuming soft drink and its dependence to the packaging

One-way ANOVA: C2 versus C1

29

Source DF SS MS F P

C1 3 6.644 2.215 3.12 0.033

Error 56 39.756 0.710

Total 59 46.400

S = 0.8426 R-Sq = 14.32% R-Sq(adj) = 9.73%


Pooled StDev

Level N Mean StDev -+---------+---------+---------+--------

2-4 times a week 28 3.2500 0.9670 (----*----)

4-6 times a week 3 4.0000 1.0000 (----------------*---------------)

Once in a day 9 3.7778 0.9718 (--------*--------)

Once in a week 20 3.9500 0.5104 (-----*-----)

-+---------+---------+---------+--------

3.00 3.60 4.20 4.80



C1 N Mean Grouping

4-6 times a week 3 4.0000 A

Once in a week 20 3.9500 A

Once in a day 9 3.7778 A

2-4 times a week 28 3.2500 A



All Pairwise Comparisons among Levels of C1

30

Simultaneous confidence level = 80.09%

C1 = 2-4 times a week subtracted from:

C1 Lower Center Upper

4-6 times a week -0.2754 0.7500 1.7754

Once in a day -0.1190 0.5278 1.1745

Once in a week 0.2058 0.7000 1.1942

C1 -------+---------+---------+---------+--

4-6 times a week (-----------*------------)

Once in a day (-------*-------)

Once in a week (-----*-----)

-------+---------+---------+---------+--

-0.80 0.00 0.80 1.60

C1 = 4-6 times a week subtracted from:


Once in a day -1.3475 -0.2222 0.9030

Once in a week -1.0950 -0.0500 0.9950

C1 -------+---------+---------+---------+--

Once in a day (-------------*-------------)

Once in a week (------------*------------)

-------+---------+---------+---------+--

-0.80 0.00 0.80 1.60

C1 = Once in a day subtracted from:


Once in a week -0.5053 0.1722 0.8497

31

C1 -------+---------+---------+---------+--

Once in a week (-------*--------)

-------+---------+---------+---------+--

-0.80 0.00 0.80 1.60

Boxplot of C2

The above result shows that the packaging in terms of quantity is dependent on consumption

rate. Hence we do not accept the null hypothesis.

It’s observed from our hypothesis that those people who take soft drink once a week is very

particular about the quantity they consume, it may be because they happen to be the people

above 35 years of age and prefer to have soft drink s on family gathering.

5. Our hypothesis is to prove those different age groups behave in similar manner when

it comes to hygiene

µ0: different age group behave in similar manner in case of hygiene

µ1: different age group does not behave in similar manner in case of hygiene

Oneway

32

ANOVA

VAR00004

Sum of

Squares Df Mean Square F Sig.

Between Groups .012 2 .006 .006 .994

Within Groups 74.877 78 .960

Total 74.889 80

Post Hoc Tests

Multiple Comparisons

Dependent Variable:VAR00004

(I)

VAR00

003

(J)

VAR00

003

Mean

Difference (I-J) Std. Error Sig.

95% Confidence Interval

Lower Bound

Upper

Bound

LSD 1.00 2.00 -.04110 .57718 .943 -1.1902 1.1080

3.00 .00000 .71553 1.000 -1.4245 1.4245

2.00 1.00 .04110 .57718 .943 -1.1080 1.1902

3.00 .04110 .45293 .928 -.8606 .9428

3.00 1.00 .00000 .71553 1.000 -1.4245 1.4245

2.00 -.04110 .45293 .928 -.9428 .8606

Tamhane 1.00 2.00 -.04110 .58859 1.000 -4.0579 3.9758

3.00 .00000 .73030 1.000 -2.7510 2.7510

2.00 1.00 .04110 .58859 1.000 -3.9758 4.0579

3.00 .04110 .46163 1.000 -1.6580 1.7402

3.00 1.00 .00000 .73030 1.000 -2.7510 2.7510

2.00 -.04110 .46163 1.000 -1.7402 1.6580

Homogeneous Subsets

33

VAR00004

VAR0

0003 N

Waller-Duncana,,b,,c,,d 1.00 3

2.00 73

3.00 5

Means for groups in homogeneous subsets are displayed.

a. Uses Harmonic Mean Sample Size = 5.484.

b. The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are

not guaranteed.

c. Type 1/Type 2 Error Seriousness Ratio = 100.

d. There are no homogeneous subsets for alpha = 0.05.

We accept the null hypothesis. And we conclude that all the age group is very much concerned

about the hygiene factor while they purchase the soft drink.

6. Hypothesis in testing quantity consumption by different age group

µ0: different age group behave in similar manner in quantity consumption

µ1: different age group does not behave in similar manner in quantity consumption

Oneway

ANOVA

VAR00002

Sum of


Between Groups 1.796 2 .898 1.318 .273


Total 54.914 80

34

Post Hoc Tests



(I)

VAR0

0001

(J)

VAR0

0001

Mean

Difference (I-

J) Std. Error Sig.


Lower Bound Upper Bound

LSD 1.00 2.00 -.20548 .48614 .674 -1.1733 .7623

3.00 .40000 .60266 .509 -.7998 1.5998

2.00 1.00 .20548 .48614 .674 -.7623 1.1733

3.00 .60548 .38148 .117 -.1540 1.3650

3.00 1.00 -.40000 .60266 .509 -1.5998 .7998

2.00 -.60548 .38148 .117 -1.3650 .1540

Tamhane 1.00 2.00 -.20548 .58519 .986 -4.3228 3.9118

3.00 .40000 .70238 .936 -2.3974 3.1974

2.00 1.00 .20548 .58519 .986 -3.9118 4.3228

3.00 .60548 .41124 .503 -.9204 2.1313

3.00 1.00 -.40000 .70238 .936 -3.1974 2.3974

2.00 -.60548 .41124 .503 -2.1313 .9204

Homogeneous Subsets

35

VAR00002

VAR0

0001 N


2.00 73

3.00 5




not guaranteed.



The null hypothesis is accepted that consumption quantity is independent of age group. Soft

drink comes at a very affordable price so price of different quantity does not very much. In

fact when one goes for more quantity like 1.5l or 2l bottle it cost less than the small quantity

bottle.

7. Hypothesis in terms of quantity availability

µ0: availability of different quantity affects packaging

µ1: availability of different quantity does not affect packaging

Oneway

36

ANOVA

VAR00002

Sum of


Between Groups 1.098 2 .549 .999 .373


Total 43.951 80

Post Hoc Tests



(I)

VAR0

0001

(J)

VAR0

0001

Mean

Difference (I-

J) Std. Error Sig.



LSD 1.00 2.00 -.34703 .43664 .429 -1.2163 .5223

3.00 .06667 .54131 .902 -1.0110 1.1443

2.00 1.00 .34703 .43664 .429 -.5223 1.2163

3.00 .41370 .34264 .231 -.2685 1.0959

3.00 1.00 -.06667 .54131 .902 -1.1443 1.0110

2.00 -.41370 .34264 .231 -1.0959 .2685

Tamhane 1.00 2.00 -.34703 .34428 .793 -2.5480 1.8539

3.00 .06667 .52068 .999 -1.6539 1.7872

2.00 1.00 .34703 .34428 .793 -1.8539 2.5480

3.00 .41370 .40917 .743 -1.1202 1.9476

3.00 1.00 -.06667 .52068 .999 -1.7872 1.6539

2.00 -.41370 .40917 .743 -1.9476 1.1202

37

Homogeneous Subsets

VAR00002

VAR0

0001 N


2.00 73

3.00 5




not guaranteed.



Form the above hypothesis we tried to find out consumer buying behavior when it come

to buying of soft drinks of different quantity.

And the result shows that we accept the hypothesis. Availability of different quantity

effects the consumers of different age buying behavior.

8. Hypothesis to test packaging in terms of Design

µ0: packaging get affected by different designs

µ1: packaging does not get affected by different designs

Oneway

38

ANOVA

VAR00002

Sum of


Between Groups 4.509 2 2.254 2.452 .093


Total 76.222 80

Post Hoc Tests



(I)

VAR0

0001

(J)

VAR0

0001

Mean

Difference (I-

J) Std. Error Sig.



LSD 1.00 2.00 .84018 .56486 .141 -.2844 1.9647

3.00 1.53333* .70025 .032 .1392 2.9274

2.00 1.00 -.84018 .56486 .141 -1.9647 .2844

3.00 .69315 .44325 .122 -.1893 1.5756

3.00 1.00 -1.53333* .70025 .032 -2.9274 -.1392

2.00 -.69315 .44325 .122 -1.5756 .1893

Tamhane 1.00 2.00 .84018 .35173 .307 -1.1985 2.8789

3.00 1.53333 .59255 .119 -.4075 3.4741

2.00 1.00 -.84018 .35173 .307 -2.8789 1.1985

3.00 .69315 .50260 .549 -1.1797 2.5660

3.00 1.00 -1.53333 .59255 .119 -3.4741 .4075

2.00 -.69315 .50260 .549 -2.5660 1.1797

*. The mean difference is significant at the 0.05 level.

39

Homogeneous Subsets

VAR00002

VAR0

0001 N


2.00 73

3.00 5




not guaranteed.



The purpose of the above hypothesis is to find that design of different bottle effect the

perception of consumer of different age group.

And we find that design has an important role in bottling and it is also perceived by different

age group.

Hence we accept the null hypothesis.

9. Hypothesis to test that does different brands of soft drink adept different bottling

µ0: packaging is affected by bottling

µ1: packaging does not get affected by bottling


Source DF SS MS F P

C1 8 2.796 0.350 0.43 0.895

Error 28 22.933 0.819

Total 36 25.730

S = 0.9050 R-Sq = 10.87% R-Sq(adj) = 0.00%


Pooled StDev

Level N Mean StDev ---------+---------+---------+---------+

40

Coca Cola 6 3.6667 1.3663 (-------*------)

Fanta 2 3.5000 0.7071 (------------*------------)

limca 1 4.0000 * (------------------*------------------)

maaza,slice 1 4.0000 * (------------------*------------------)

Mountain Dew 3 3.6667 0.5774 (----------*---------)

Pepsi 4 4.0000 0.0000 (--------*--------)

Sprite 10 3.8000 0.9189 (-----*-----)

Thumbs up 4 4.0000 0.0000 (--------*--------)

Thumbs Up 6 3.1667 0.9832 (-------*------)

---------+---------+---------+---------+

3.0 4.0 5.0 6.0



C1 N Mean Grouping

Thumbs up 4 4.0000 A

Pepsi 4 4.0000 A

maaza,slice 1 4.0000 A

limca 1 4.0000 A

Sprite 10 3.8000 A

Mountain Dew 3 3.6667 A

Coca Cola 6 3.6667 A

Fanta 2 3.5000 A

Thumbs Up 6 3.1667 A



All Pairwise Comparisons among Levels of C1

Simultaneous confidence level = 47.48%

Boxplot of C2

41

From the above anova test we do not accept the null hypothesis that all the soft drinks

have similar packaging and it hard to differentiate one soft drink with other on the

basis of their respective brand.

Where as in reality this is not the case as different soft drink company position their

drinks and one of the attribute is bottling. This error may be due to the sampling we did

and it may not be the true representative of the population.

10. Hypothesis to test the effect of income on quantity consumed

µ0: soft drink consumption is independent of income

µ1: soft drink consumption is dependent on income


Source DF SS MS F P

C1 3 0.701 0.234 0.34 0.799

Error 78 54.177 0.695

Total 81 54.878

S = 0.8334 R-Sq = 1.28% R-Sq(adj) = 0.00%


42

Pooled StDev

Level N Mean StDev ------+---------+---------+---------+---

3 - 5 lakhs 23 4.1304 0.9679 (---------*---------)

5 - 10 lakhs 16 4.0625 0.7719 (-----------*-----------)

Above 10 lakhs 6 4.3333 0.8165 (-------------------*------------------)

Less than 3 lakhs 37 4.2703 0.7691 (-------*-------)

------+---------+---------+---------+---

3.85 4.20 4.55 4.90



C1 N Mean Grouping

Above 10 lakhs 6 4.3333 A

Less than 3 lakhs 37 4.2703 A

3 - 5 lakhs 23 4.1304 A

5 - 10 lakhs 16 4.0625 A



So from the above analysis we accept the null hypothesis that Quantity consumed is

independent of income level. As price of soft drinks is not much and hardly it get effected

by the annual income.

43

FINDINGS AND RECOMMENDTIONS

The strategy of soft drink Company to launch same product but in different quantity is

a good move. As at times the requirement of the people changes, as if wishes just

want to have soft drink for a change he can go for small packets. And for party or

family gathering he can have larger packets.

We tried to find out that whether consumers are aware of different types of quantity

available in the market, and the response was positive the awareness among the

people is there. And so we can see the sales figure of soft drinks is going high year on

year.

There is a significant difference between the choice of packets chosen by males and

females. Males are more concerned with style and are ready to pay more for the same

quantity and quality if it has flashy packaging. But the same case is not with different

age group. What we observed that youth prefer more tin can and people of older age

generally bought large quantity soft drink.

Bottling is one of the major attribute of packaging. And further bottling is governed

by different attributes. Hygiene is most major attribute. And what our research proved

that people of different age group are very much concerned about this attribute. And

we found that majority of people is moving from traditional glass bottle packaging to

plastic bottle packaging and tin cans package.

Design of the bottle is also important in terms of consumer. And that is the reason we

see different designs of bottle company launches now and then. The product remains

all most the same so to improvise or for innovation company uses this strategy.

There are different brands but people don’t perceive it that way, they categorize it as

cola based drink, lemon based and orange based. So, on this respect the companies

need to work more to bring more awareness to the consumers.

Celebrity endorsements of different brands do have a little effect on the perception of

the consumers.

Our survey also revealed a unique tendency of people purchasing the soft drinks.

What we found that the consumers are not very much loyal to a particular brand,

they may have a particular liking but during unavailability of a particular brand

people may shift to other available there in the store.

44

LIMITATIONS

1. Location: Our research is conducted in Delhi/NCR region. But we cannot rely on this

sample as India is a country of cultural diversification, and different responses could

be expected from different parts of country

2. Wide Scope: The scope of the project is wide. Packaging does not only mean bottling

according to quantity, there are different attributes of packaging. In future when we

will select a topic we would do it more judiciously.

3. Sample Size: Our sample size is very small as compared to the population. The

sample size is 87 and the responses were mostly from the people of age group 20 to

30. As people of older age group don’t consume more soft drink rather they prefer

health drink.

CONCLUSION

The findings of the study of soft drink have a practical implication. By our survey we found

that especially in Delhi/NCR region packaging in terms of different quantity is very

important aspect. The different target audiences have different demand of quantity. The

availability of different quantity in stores is must; one unique feature we observed is that in

soft drinks brand loyalty is not much. The factor is that the price is not too high and also

consumption is quiet frequent.

45

REFERENCES

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47

ANNEXURE

Questionnaire

Survey on Soft Drinks

* Required

Do you drink soft drinks ? *

Yes

No

How often do you take soft drinks ? *

Once in a day

Once in a week

2-4 times a week

4-6 times a week

More than 6 times a week

Which cold drink would you prefer ? *

Pepsi

Coca Cola

Thumbs Up

Mountain Dew

Sprite

Other:

Rate the attributes that aid most in selecting a soft drink. *1---- least important & 5 ---- most

important

1 2 3 4 5

Taste

Colour

48

1 2 3 4 5

Availability

Celebrity

Endorsement

Price

Brand

Packaging

What quantities of packaging for Soft Drink are you aware of ? *

2 Ltr

1.5 Ltr

1.25 Ltr

1 Ltr

600 ml

500 ml

350 ml

300 ml

200 ml

Other:

What types of packaging for Soft Drink are you aware of ? *

Glass Bottle

Plastic Bottle

Tin Can

Other:

49

How much are you willing to spend on a soft drink ? *

Less than 15

15-25

More Than 25

Which type of packaging will you prefer in less than Rs. 15 segment ? *

Glass Bottle

Plastic Bottle

Tin Can

Rate the factors which determine your selection of a particular style of packaging *1- least 5-

most

1 2 3 4 5

Hygiene

Consumption

Quantity

Availability

Consumption Style

Design

Income

Name *

Gender *

Male

Female

50

Age *

Less than 20

20-30

30-45

45 and above

Income Group *

Less than 3 Lakhs

3 - 5 lakhs

5 - 10 lakhs

Above 10 lakhs

Contact no. *

51

Submit

Documents

Does packaging and bottling changes consumers perception