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Independent Adjustable Dependent Variable Marketing Essay

The idea of business is an organized technique to earn money. This notion forced the businesses for taking the top actions to improve not only the product qualities but also its product packaging because presentation has a larger effect on purchase decision. It's the initial stage to see whether this fulfill customer's need flawlessly as the merchandise looks. Throughout Pakistan a great deal of diary can be found as well as unique brand names along with top quality such as Nestle, Olpers, Haleeb. Despite the fact that dairy products industry is very hostile however there exists positive change connected with presentation for the maker inclination.

Packaging attracts the consumer's attentiveness to buy particular brand and increase brand image and impact towards consumers(Rundh, 2005). Packaging characteristics can be evaluate in conditions of 4 variables i. e. Size, condition, safety, deal and ingredients fine detail attractiveness in context (Silayoi & Speece, 2004). This research newspaper evaluate five variable of presentation characteristics i. e. size of program, protection of product, condition of package, display of materials on offer and package elegance.

Packaging characteristics shows large effect on the consumer in brand choice. Consumer frequently assumes that if presentation characteristics are viable it shows that brand is of high quality and helps in decision making of consumer (Ampuero, O. , & Vila, N. 2006) Packaging characteristics creates uniqueness in brand (Silayoi & Speece, 2004)

Packaging plays a vital role buying decision of packaged milk buyers. It is also positively associated with brand commitment (Subhani, M. I. , & Osman, A. 2011). This research newspaper locates that how packaging characteristics effects consumer brands inclination in case of dairy brands.

Literature Review

Appearance capacities, pairing colorings, styles, form, designs, along with announcements including Foods, offer people brand associate by way of example inside a departmental shop many refreshments are usually kept within identical place yet client involving distinct brand could separate his or her selection because of big difference regarding color, dimension along with unambiguous form (Nancarrow et al. , 1998)

Product Packaging is generally a application to generate excellent partnership between Stores along with Food Makers because of the fact each perform more securely to generate products designed for latest life-style, based on the most advanced technology. Some kind of Store, acquiring major web page link having customers, may easily become perfectly aware about this notion associated with people. On the other hand manufacturers convert appearance type along with item top quality based on information given by retailers. They have generated a good exploding market interested in able to try to eat foods, a niche through which appearance can be playing an extremely essential role. (Vidales Giovannetti, 1995)

Presently folks have grown far more informed about the merchandise packaging wanted to most of them through products. The part involving presentation provides modified recently given that mainly consequently of changing life-style and wants on the people. Firms include commenced take improvements throughout presentation given that their own school of thought in recent times include modified which beneficial and special product packaging may stimulate consumer buying behaviors. That is merely about the technique to obtain customer's interest toward offerings, improves the image on the maker and enhances the perceptions on your client for your solution (Rundh, 2005)

Product packaging allures a person's eyesight of the customers for just about any unique model. With marketing and advertising situation appearance signifies a very crucial part inside speaking the goods towards potential buyers along with eventually raises consumer's purchase options (Rita Kuvykaite, 2009)

Statement of the problem

To determine the result of product packaging characteristics on consumer brand inclination in packaged dairy brands.

Theoretical framework

Packaging characteristics

Consumer Brand Preference

Independent adjustable Dependent Variable

Operational definition

Packaging characterisitics: It really is measured on the questions of questionnaire on the following dimensions

Size of Package

Shape of Package

Safety of Product

Display of ingredients on Package

Package attractiveness

Consumer brand inclination: It is measured in terms of degree of contract and disagreement to buy a product.

Measured on 5 point Likert Scale

Research Objectives

To find out the effect of Packaging Characteristics on Consumer Brand Preference of packaged dairy brands in Pakistan. checking out the relationship of Consumer Brand Desire with the following characteristics of packaging

Size of Package

Shape of Package

Safety of Product

Package Attractiveness


H1: packaging characteristics are positively associated with consumer brand desire of program milk

H1a: size of offer is positively associated with consumer brand desire of packed milk

H1b: shape is positively associated with effects consumer brand choice of packed milk

H1c: safeness of presentation is favorably associated with consumer brand desire of packaged milk

H1d: Package elegance is favorably associated with consumer brand choice of packaged milk

H1e: Display of ingredients is favorably associated with consumer brand desire of packed milk

Research design

The research design because of this analysis will be quantitative research strategy during which questionnaires will be performed when data will be accumulated. The questionnaires will be self given and the respondents would be the buyers at general stores.

Population and sample

Population would be the buyers at the general stores in saddar, hayatabad and town of Peshawar. And then for sampling about 300 questionnaires will be allocated through simple arbitrary sampling in several grocery stores at saddar, hayatabad and town of Peshawar.


In this research paper questionnaire is packaging characteristics centered secondly it is dependant on comparison of different brands of diary product that how product packaging effect the buyer purchase decision and thirdly it is dependant on the arrangement and disagreement degree of consumer brand selection with regards to the characteristics of product packaging. Questionnaire will be closed down finished and the answers will be recorded in the Likert five point scales.

Data Collection

In this research data will be collected through questionnaire for evaluation. The data will be gathered through personal survey at different stores of sadder, hayatabad and town of Peshawar by filling up the questionnaire.

Data Analysis

In this research paper data will be analyze by using Pearson Relationship to get the relation between packaging characteristics and consumer brand choice and for the interpretation of the data SPSS 16 will used.

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