WRITING RESEARCH

REPORT

PRESENTED TO:

MA’AM KALPINA KUMARI

PRESENTED BY:

AISHA ASHRAF MOTEN (25402)

HASNAIN IQBAL (24674)

MUHAMMAD WASIF SHARIQ (24255)

SARAH TARIQ (24394)

UMM-E-HABIBA (28816)

“The effect on

Consumer buying

behavior, Brand

image and Consumer

psyche by

continuous change

in Brand Packaging”

CHAPTER 1: INTRODUCTION

Overview:

Why do you buy the things you do? How did you decide to go to the

college you’re attending?

Where do like to shop and when? Do your friends shop at the same

places or different places?

Researchers have even looked at people’s brains by having them lie in

scanners and asking them questions about different products. What

people say about the products is then compared to what their brains

scans show—that is, what they are really thinking. Scanning people’s

brains for marketing purposes might sound nutty. But maybe not when

you consider the fact is that eight out of ten new consumer products fail,

even when they are test marketed. Could it be that what people say about

potentially new products and what they think about them are different?

Marketing professionals want to find out.“The Way the Brain

Buys,” Economist, December 20, 2009, 105–7.

Brand is the "name, term, design, symbol, or any other feature that identifies one

seller's product distinct from those of other sellers." Brands are used in

business, marketing etc. Brand owners manage their brands carefully to create

brand valuation Brand trust is the intrinsic 'believability' that any entity evokes. In

the commercial world, the intangible aspect of Brand trust impacts the behavior

and buying psyche of an individual to that brand.

Studying people’s buying habits isn’t just for big companies, though. Even small

businesses and entrepreneurs can study the behavior of their customers with

great success. For example, Proper Cloth, a company based in New York, has a

site on the social networking site Facebook. Financial Times, March 18, 2009,

10. Skerritt

Problem Statement:

To determine the change in consumer psyche and brand image and consumer buying behavior by continuous change in packaging.

Hypothesis:

H1: The change in brand packaging does not affect consumer buying behavior.

H2: The change in brand packaging does not affect the brand image.

H3: The change in brand packaging does not affect the consumer psyche.

Outline of the Study:

This study has examined the different variables which tells that consumer buying behavior , brand image and consumer psyche does not change due to change in brand packaging. It also extends to investigating the consumer psyche that what they actually like and think when they are buying the clothes specially. The perception which is a representation of what is perceived and considered as a basic component in the formation of a concept. Packaging acts multidimensional functions. It offers knowledge about the product and organization, a technique to communicate with consumers and safeguard to the quality of product (Silayoi & Speece, 2007). According to Rita Kuvykaite1 (2009) the self-service and changing consumers’ lifestyle having the ultimate effect on consumer choice.

The consumers purchase more quantity of the products, after looking a well-labeled product. Therefore labeling influences the consumer buying behavior. Our study is basically psychographic study which tells the lifestyle of the customers by looking at their buying behavior and their psyche.

Definitions:

Consumer Buying Behavior:

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A

firm needs to analyze buying behavior for: Buyers reactions to a firms marketing strategy has a great impact on the firms success

Brand Image:

The impression in the consumers' mind of a brand's total personality (real and imaginary

outcomes and short comings.

Consumer Psyche:

It attempts to understand the decision-making processes of buyers, both individually and in

groups such as how emotions affect buying behavior.

CHAPTER 2: LITERATURE REVIEW

We chose packaging as the domain of our study because modern packaging is a cross-

functional and multi-dimensional aspect of marketing that has become increasingly important

in consumer need satisfaction, cost savings, and the reduction of package material usage

leading to substantial improvements in corporate profits. Packaging decisions impact

production and distribution efficiency, product containment and protection, consumer safety

and use assistance, and environmental considerations, as well as marketing

communications. Packaging plays a strategic role in seven out of ten in-store purchase

decisions (Brand Packaging Magazine, 1999)

According to the surroundings Colour filters humanity’s perception of the world and altar's

people relationships with their surroundings. Labels define a decision process as acceptable

to the decision maker.( Elsbach, Elofson 2000)

Brands are important in the consumer market. They are the interface between the

consumers and the company, and consumers may develop loyalty to brands. This

study tells us that trust in a brand is important and is a key factor in the development

of brand loyalty. Factors include to trust in a brand are:

number of brand characteristics

company characteristics

consumer brand characteristics

There are three popular conceptualizations.

loyalty as primarily an attitude that sometimes leads to a relationship with the

brand

loyalty mainly expressed in terms of revealed behavior (i.e. the pattern of past

purchases)

buying moderated by the individual’s characteristics, circumstances, and/or the

purchase situation. (Mark D Uncles and Grahame R Dowling 2006)

At a very general level, loyalty is something that consumers may exhibit to

brands, services, stores, product categories (e.g. cigarettes), and activities (e.g.

swimming). Here, we use the term customer loyalty as opposed to brand loyalty;

this is to emphasize that loyalty is a feature of people, rather than something

inherent in brands.

An example illustrates the point. Sharp and Sharp (1997) used consumer panel

data and stochastic modeling to establish normal patterns of consumer

repeat‐purchasing as a benchmark and then looked for departures from these

predictions as evidence of the impact of the Australasian Fly Buys loyalty program

on creating excess loyalty. Two conclusions from this study are noteworthy

CHAPTER 3: RESEARCH METHOD

Method of Data Collection:

Personal survey technique has been applied and Questionnaire has been used as an

instrument to collect the data. The data has been collected by going to different malls and

branded stores in Karachi and giving them the questionnaires to fill it out.

Sampling Technique:

Convenience sampling technique has been used.

Sample Size:

Sample size used for this study was 30.

Instrument of Data Collection:

Questionnaire was used as an instrument for data collection. The questionnaire consists of

closed ended questions. Many questions that are given are based upon the perception of

the customers. They reveal their perception about their buying behavior. And they think that

they aren’t giving away any new or personal information to the person distributing the

questionnaire.

Our questionnaire possesses of variety of questions in which we could conduct our research

and cover its data from every dimension it includes dichotomous question type, multiple

choices question type, likert scale and multichotomous questions which allow us to gather

the required data necessary for our research.

Reliability and Validity Test:

The instrument was pre-tested in order to identify if there are any issues with the

instrument and whether it was easy to understand and comprehend the questions or

not. Through pretesting it was found that all respondents felt comfortable in

responding and found the instrument interesting as well.

Cronbach’s Alpha is the internal consistency model which is based on the

average correlation. Here the value of Cronbach’s Alpha for change in packaging,

consumer buying behavior and brand image and consumer psyche is 0.332 which

indicates that the data is not consistent.

Case Processing Summary

N %

Cases Valid 36 100.0

Excludeda 0 .0

Total 36 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's Alpha N of Items

.332 14

Research Model Developed

“The effect on Consumer buying

behavior, Brand image and

Consumer psyche by continuous

change in Brand Packaging”

CONSUMER BUYING

BEHAVIOR

CONSUMER

PSYCHE

Brand Image

CHANGE IN

BRAND

PACKAGING

Statistical Technique

In this research SPSS software has been used to identify the results that are given to

help in making the final decisions and to see if the hypothesis that were given were

confirmed or rejected in the process.

CHAPTER 4: RESULTS Findings and Interpretation of the Results:

H1: The change in brand packaging does not affect consumer buying behavior

Interpretation:

In order to understand the negative or the positive impact of change in packaging on brand

image, a Linear Regression analysis has been done in SPSS software to see if the H1 is

accepted or not. Since our H1 is in negative, which states that Change in packaging does Not

affect Brand Image. Hence our H1 is accepted.

H2: The change in brand packaging does not affect the brand image.

Interpretation:

In order to understand the negative or the positive impact of change in packaging on

Consumer buying behavior, a Linear Regression analysis has been done in SPSS

software to see if the H2 is accepted or not. Since our H2 is in negative, which states

that Change in packaging does Not affect Consumer Buying Behavior. Hence our H2

is accepted.

H3: The change in brand packaging does not affect the consumer psyche.

Interpretation:

In order to understand the negative or the positive impact of change in packaging on

Consumer Psyche a Linear Regression analysis has been done in SPSS software to

see if the H3 is accepted or not. Since our H3 is in negative, which states that

Change in packaging does Not affect Consumer Psyche. Hence our H3 is accepted.

Hypothesis Assessment Theory:

H1 is accepted because its significance value is less than 0.05, because the H1

stated above is in a negative.

H2 is accepted because its significance value is less than 0.05, because the H2

stated above is in a negative

H3 is accepted because its significance value is less than 0.05, because the H3

stated above is in a negative.

Hence our research is clear that Change in packaging does not affect consumer

buying behavior, brand image or consumer psyche.

CHAPTER 5: CONCLUSION,

DISCUSSION

1Conclusion

The research work we started was based on consumer psyche over brand packaging .We chose packaging as our main domain. Our methods of data collection was survey where samples were taken from different malls and branded stores. In this research SPSS software has been used to identify results. We used convenience sampling technique with a sample size of 30 samples with the help of questionnaire. Questionnaire was used as an instrument for data collection. The questionnaire consists of closed ended questions and a combination of likert scale. Personal survey technique has been applied. We examined the different variables which tells that consumer buying behavior, brand image and consumer psyche does not change due to change in brand packaging This study tells us that trust in a brand is important and is a key factor in the development of brand loyalty. The reliability of this research depends on mean square and our hypothesis number 1 is summed up with a mean square of 0.313 where as in H2 the mean square is 0.03 and the mean square of H3 is 0.18

Recommendations and Future Research

A number of recommendations that can be considered and done for future research:

Sample size can be increased in order to get more precise results.

Other variables should be looked upon in order to get more appropriate results. For example,

future research can be done to check what type of change or what color of clothes usually

people are preferring. Like;

Dark colors

Light colors

Multi colors etc.