Institute of management studies

Product Management Assignment

on
PACKAGING AN ANALYSIS OF
IMPACT OF PACKAGING
CHARACTERISTICS USING
CONJOINT ANALYSIS
Submitted to
Mr. Shishir Jain

Submitted by
Surbhi Jain
MBA (MM) 3rd Sem

Sec A

Roll no.- 43519

Acknowledgement

This dissertation would not have been possible without the guidance and the help of several
individuals who in one way or another contributed and extended their valuable assistance in the
preparation and completion of this study.
First and foremost, my utmost gratitude to Mr. Shishir Jain, whose sincerity and encouragement I will
never forget. He has been my inspiration as I hurdle all the obstacles in the completion this research
work.
Also I want to acknowledge my thanks to my colleagues and staff for the use of facilities and moral
support.
Last but not the least, my family and the one above all of us, the omnipresent God, for answering my
prayers for giving me the strength to plod on despite my constitution wanting to give up and throw in
the towel, thank you so much Dear Lord.

Surbhi Jain

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CERTIFICATE

This is to certify that the Project Work titled Packaging an analysis of Impact of packaging
characteristics using conjoint analysis is a bonafide work of Surbhi Jain (roll no. 43519) carried out
in partial fulfillment for the award of degree of MBA (MM) of IMS DAVV under my guidance. This
project work is original and not submitted earlier for the award of any degree / diploma or associate
ship of any other University / Institution.

Signature of the Guide

Mr. Shishir Jain

Place : Indore
Date : 2/11/2010

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Content
Abstract

Introduction

Theoretical Framework

Research Design

Results

11

Conclusion

15

Limitation

15

References

16

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Packaging an analysis of Impact of packaging characteristics using

conjoint analysis
Abstract
The purpose of this study is to analyze the influence of various packaging characteristics of GURUJI
SHARBAT on consumers perception regarding the brand and quality of product as well as its impact
on decision process. After a thorough research review, a set of four characteristics of packaging were
identified, i.e. the Functional Characteristics, Structural Characteristics, Aesthetic Characteristics and
Identifiable Characteristics. The analysis of the relative importance of these factors is based on conjoint
measurement. A real buying decision without tasting the product is simulated and conjoint analysis is
applied to measure the utility of these characteristics. The results show that packaging has a
significant impact on the buying decision. Furthermore, it can be stated that the influence of the
exterior product design strongly influence customer perception regarding the brand.

Introduction
With the increasing demand of traditional beverages, market is now facing an upsurge of competitive
firms producing traditional beverages. In Indore market, the leader in this category is Shree GURUJI
Pvt. ltd. However, there are several local firms that produce similar products. This results in
information overload on consumer while selecting any of these beverages. In such a situation,
customer searches for quality signals, preferably from the Label and Packaging. Equally, the
supermarket trend leaves the customer solely on his own perception of quality. This increases the
importance of packaging to bridge the gap between buyer and seller as it serves as a communication
medium by itself.
Also, consumers today not just buy a beverage rather they tend to choose the alternative product that
satisfy their emotional needs like life style, positive image etc. the central objective of this research is
to find out which Packaging Characteristic plays as a driving factor in decision process for purchasing
any flavour of company when they dont have the chance to taste it.

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Company Profile:-

Shree Guruji Produts Pvt. Ltd

Kind of Business

Beverage > Indore

Address

201-Shalimar Center
South Tukogani, Indor

City

Indore

State

Madhya Pradesh

Phone

0731 4046104, 4046106 0731 2515590

Fax

0731 2515590

Website

shreeguruji.com

Products

Thandai
Sharbat
Squash

About Firm

Shree Guruji is A Leader in the Thandai Market, Boasts of rich

history achieved by sincere and honest work for over five
decades Satisfying all the beverage needs, Guruji offers an
exclusive selection of natural fruit juices, fruit squash,
Sharbats and soft drinks for all kinds of tastes with goodness
and delightful flavors. Using hygienic production techniques,
Guruji has a tasteful collection of flavors that
includes: Almond, Saffron, Pooy Seeds, Cardamom, Kewadam
Sandal Rose, Lemon etc to bring you the goodness of nature in
a bottle, Guruji has powerful brands like Brahmatej, Kayakalp,
Fruitful Jam and Pachak.

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Product Profile:For this research purpose, a small pilot study was conducted to find out which flavour or product
variants encompasses the major market share. As suggested by the results, following 3 products were
selected for further studies:1. Shree Guruji Badam Kesar
2. Shree Guruji Khus Sharbat
3. Shree Guruji Rose Sharbat
The pictures of packaging of these products are shown in figure 1. All these variants are available in
two sizes, i.e, 700 ml and 400 ml. along with this, all the Labels are similar with Informative design
and simple logo.

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Figure1. pictures of packaging of variants of guruji beverages.

Theoretical Framework
This study focuses on these three factors and quantifies the degree of their respective impacts on the
buying decision. Consumers are typically unaware of the physiological and psychological impacts of
visualised communication performed by packaging. Therefore, it is difficult to find the appropriate
method to analyse the influence of packaging on their buying decision. Usually questionnaires are
based on the method of direct questioning, as this approach is fast, uncomplicated and includes
direct questions. These surveys require customers who are aware of the respective topic and respond
knowingly.
Following model depicts the impact of Packaging on buying decision as serves as the base for this
study:-

Structural
Characteristics

Packaging

Expected
Value

Functional
Characteristics

Aesthetic
Characteristics

Purchase Design

Previous
Experience
(Brand
Recognition)

Figure2. Model of effect of package characteristics on purchase decision

(Source: own presentation)

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