An Empirical Study on Impact of Packaging on the Purchase

Behaviour of Consumers While Buying Deodorants in Kolkata &

Pune
Abstract: The deodorant category is characterized by a large number of products and
brands which makes product differentiation a tough proposition. Under such
circumstances, marketers are constantly trying to improve its product and increasingly
opting for packaging as a tool to promote and position its product at a higher plane than
a competing brand or product. Though there has been plenty of research and study done
in American and European markets, the Indian market scenario remains unexplored to
the extent of effect of packaging in the deodorant category. In the first phase the
research deals with the analysis of consumer buying behaviour as a result of packaging
which is followed by a review whether companies should at all be incurring the additional
cost on packaging which pushes up the price of the product in the market.

Key Words: Packaging; Purchase Behaviour; Deodorant; Metropolitan Cities in IndiaKolkata and Pune

Concept Definitions:
Packaging: Packaging is the activities of designing and producing containers or
wrappers for a product (Kevin Lane Keller, 2008). Packaging might include up to three
levels of material- Primary Packaging which is the first layer of packaging in immediate
contact with the product, Secondary Packaging is the middle layer of packaging it usually
comes in the form of cardboard or carton box and Shipping Packaging- the outer
container that allows easier handling during transfer between factory, distribution
centres and retailers (Kotler, Keller, Koshy and Jha, 2009).

Purchase Behaviour of Consumers: When a customer executes a purchase

intention after considering the five sub-decisions relating to the brand of the product, its
dealer, quantity, time of purchase and payment method we can say that he has taken
the decision to purchase. Each of the sub-decisions taken by the customer exhibits his
purchase behaviour (Kotler, Keller, Koshy and Jha, 2009).

Deodorant: Deodorants come under the Fast Moving Consumer Goods (FMCG).
Underarm antiperspirant and deodorant products make up one of the largest segments in
the health and beauty aids industry today. Underarm products comprise a variety of
formulations dispensed in many different ways, including creams, powders, sticks,
squeeze bottles, roll-ons, aerosols, pump sprays, suspension solids, suspension roll-ons,
soft solids and gels (Philip Klepak and Jack Walkey, 2000). In the Indian context
deodorants are available in various stock keeping units (SKUs) like 125ml, 150ml, 175ml,
200ml, 225ml, etc. and fragrances specifically for men and women.

Metropolitan Cities: In the Indian context a Metropolitan area" means an area

having a population of ten lakhs or more, comprised in one or more districts and
consisting of two or more Municipalities or Panchayats or other contiguous areas,
specified by the Governor by public notification to be a Metropolitan area for the
purposes of this Part (The Constitution Seventy Forth Amendment Act, Government of
India, 1992).
The purpose of this study we are considering only two metropolitan cities namely Kolkata
and Pune.

Purpose of Research:
In order to meet the needs of the consumers it is necessary for a marketer to select the
aesthetics and functional components of packaging correctly. According to Kevin Lane
Keller packaging inspires one of the strongest bonds a consumer has with a brand (2008).
Packaging is usually called the last five seconds of marketing or the final salesman. A
well-known retail chain, Wal-Mart is of the opinion that packaging is one of the most
important communicator for the brands. A good packaging is capable of delivering the
brands promise within three seconds and from a height of 15 feet from the shelf.
With the deodorant category being overcrowded with similar offerings from different
brands the primary objective of packaging would be to gain a non-price competitive
advantage by utilizing the package to present a favourable image of the product it
contains (Organizing for Effective Packaging Management by Edward J. Bardi And Larry G.
Kelly, 1974).
Packaging is becoming an integral part of branding decisions (Journal of Marketing &
Communication Saikat Banerjee, 2013). Manufacturers are coming up with glitzy, eyecatching secondary packaging of deodorants to position the product superior to other
products on the same shelf. They are also pricing the product a tad higher than its
competitors to play on the psychology of the consumers that they are buying not just an
ordinary deodorant but a premium product that provides a higher value. Packaging
communicates brand personality via multiple structural and visual elements, including a
combination of brand logo, colours, fonts, packaging material, pictorials, shape, product
description and other elements that provide rich brand associations (The Communicative
Power of Product Packaging: Creating Brand Identity via Lived and Mediated Experience
by Robert L. Underwood, 2003).
Researches have also been conducted in the field of FMCG segment with reference to
Consumer Purchasing Decision Making Process in the backdrop of increasing spending
power of middle-income households and their changing lifestyles in the urban areas
(Sheeba Rani, 2013).

Review of Literature:
Cornell Universitys Brian Wansink conducted a series of researches to establish the fact
that the right packaging can instantly catch a consumers eye, communicate value, reinforce a brands equity and provide key comparison information. The slender shape of
one deodorant bottle may emphasize elegance whilst the stubby shape of another
holding might indicate that it has lesser quantity in it.
In the Indian context packaging plays a very important role in influencing the taste of a
consumer, product value, consumption and also how a person uses a product (Kevin Lane
Keller, 2008). A study conducted by Haldirams, the brand of Namkeens or ready-to-eat
savouries indicated that packaging changes have an immediate impact on the sales of a
product. The company had brought in international standards in packaging by investing
in an advanced processing and packaging unit. This allowed the brand to not only
maintain its position in the market but also make in-roads in more than 50 countries with
about 60 different products (Kotler, Keller, Koshy and Jha, 2009).
ITC uses packaging as a differentiator for its Kitchens of India brand. Packaging is a key to
ensure longer shelf life of its product. It also highlighted the fact the products were made
without using any preservative. The attractive graphics used on the packet of the readyto-eat meal conveyed the message of the brand which was based on the theme of royal

food. This helped Kitchens of India not only become the standard for premium ready-toeat food marketed in India but also among Indians residing abroad that is in foreign
markets such as United State and Europe.
A study conducted by Kimberly D. Elsbach and Greg Elofson (2000) highlights that outer
indications related to decision explanations' packaging may also play an important role in
improving perceptions of trustworthiness. Experimental vignette was used to examine
how two aspects of a decision explanation's packaging-- its language and labelling of the
decision process-- affected perceptions of a decision maker's competency-based
trustworthiness.

Research Methodology:
The various steps in the research design are as follows:
1. Primary Research: The methodology I will follow will be a primary data
collection method. The plan is to circulate the questionnaire using emails. I would
also conduct a few personal interviews to understand the various attributes
relating to packaging of a product in detail. So I will use both qualitative as well as
quantitative method. The five different attributes of packaging as I identified them
are:
a. SHAPE: This refers to the various shapes of pack available in the market
like Small Square or Long Rectangle or something else
b. COLOUR: What is the colour that the customers prefer on the pack of the
deodorant
c. DESIGN & GRAPHICS: Customers prefer a pack with more design and
graphics or less of it. In this regard I would also like to know what kind of
designs do they prefer like abstract, curvy design, images or others
d. EASY TO CARRY- CONVENIENCE: How does the convenience of the
packaging influence the purchase decision of the customer
e. LAYOUT: The overall layout of the packaging, how important is that for the
respondent
2. Research Questions: Based on the gaps the following research questions were
framed:
a. Do consumer prefer better packaged deodorant or the fragrance alone is
the deciding factor for a consumer to purchase the deodorant
i. The age group of the consumers I am targeting as defined by the
Government of India any individual above 18 years is an adult in
the country. For the purpose of my study my focus would be young
adults and early jobbers. So I have selected 18yrs to 35 yrs. I would
like to read the data in two age breaks namely- Above 18 years and
below 24 yrs which I am classifying as young adults and above 24
years till 35 years which is early jobbers. I believe that this section
of age group has the maximum deo usage. People above this age
group tend to prefer luxury items so chose more of fine fragrances
b. In case packaging is important then which aspect of packaging influences
the decision of the customer the most

3. Creation of Hypothesis: Based on gaps identified and the review of literature,

the research objectives and research questions were designed which helped in the
creation of null hypotheses:
a. There is no significant change in consumers purchase decision with

respect to packaging of a deodorant

4. Data Analysis: Details collected from the respondents will be analysed in the
forms of tables and charts like pie chart and histograms will be used for data
representation.

5. Sampling Design:
a. Sample Size: Reference has been made to various research papers and
the final sample size for has been determined on the average of all the
sample size of the reference papers which was coming out as 144 so I
have rounded up that figure to be 150. As my study will be conducted in
Kolkata and Pune the sample size will be divided as Kolkata: Male: 40
Female: 35 & Pune: Male: 35 Female: 40. The reference papers are as
follows:
i. Kimberly D. Elsbach and Greg Elofson, (Feb., 2000), How the
Packaging of Decision Explanations Affects Perceptions of
Trustworthiness, The Academy of Management Journal Vol. 43, No.
1 (Feb., 2000), pp. 80-89. The sample size for this study was 124
ii. EDWARD J. BARDI and LARRY G. KELLY, (WINTER 1974), Organizing
for Effective Packaging Management, Transportation Journal Vol.
14, No. 2, pp. 53-57. The sample size for this study was 233
iii. Pinya Silayoi Mark Speece, (2004),"Packaging and purchase
decisions", British Food Journal, Vol. 106 Iss8 pp. 607 - 628. The
sample size for this study was 12
iv. Michael S. McCarthy Donald G. Norris, (1999),"Improving
competitive position using branded ingredients", Journal of Product
& Brand Management, Vol. 8 Iss 4 pp. 267 285. The sample size
for this study was 46
v. Pinya Silayoi, Mark Speece, (2007) "The importance of packaging
attributes: a conjoint analysis approach", European Journal of
Marketing, Vol. 41 Iss: 11/12, pp.1495 1517. The sample size for
this study was 305
b. Sampling Technique: As it is difficult to find the probability of population
the sampling technique for the paper will be a under non-probability
sampling technique, Convenient Sampling will be the technique used for
data collection.
c.
Managerial Implication:
It has been assessed from the primary research conducted in the last month that
packaging of deodorant has an influence on the buying decision process of consumer.
However they are not ready to pay extra for a better looking pack even though a better
packaged product make them feel its a premium product. It was also found that male
respondents preferred colours like black, blue & golden whereas there was a high liking
for colours like pink & purple among the female respondents.
It is upto the marketers to price and position their product after considering the following
points:

Product should be of prime focus as majority of the people purchase deodorant

based on its fragrance
Regarding its attributes consumers mostly lookout for a deodorant pack which is
easy to carry as they use it mostly on the go
Deodorant is a popular product among students and professionals ie, people who
regularly go out. People prefer to have more information about the deodorant on
the pack with fewer images.
The top 3 colours preferred by the consumers are Black, Blue & Golden

The hypothesis that there is no significant change in consumers purchase decision with
respect to packaging of a deodorant stands ACCEPTED however the packaging of the
product significantly influences consumers perception about the deodorant.
Scope for Further Research:
The deodorant category is vastly populated with a large number of brands and product
offerings. It is very difficult to achieve loyalty in products under this category however
there are people who use multiple deodorants and continue to buy the same product
along with other deodorant products. Research can be conducted to find out what are
these factors which drive the consumer to purchase the same deodorant product
repeatedly over years.

Research Findings & Analysis of Data:

Gender: Male= 68 Female= 46

Gender

Female; 40%
Male; 60%

Male
Femal
e

60
%
40
%

Age Group: Group 1: 18-24 yrs= 38; Group 2: 25-34 yrs= 64; Group 3: 35yrs &
Above= 12

Age Groups
Age Groups
56%

33%

11%

18 - 24

Group
1
Group
2
Group
3

25 - 34

35 & Above

33%
56%
11%

Profession: Group 1: Homemaker= 5; Group 2: Professional= 41; Group 3: Self

Employed= 6; Group 4: Student= 62

Profession
60%
50%
40%

Profession

30%
20%
10%
0%
Group 1

Group
1
Group
2
Group
3
Group
4

Group 2

Group 3

Group 4

5%
36%
5%
54%

Decision Maker of Deodorant Purchase: 95% of the Sample Size takes the
decision regarding which brand of deodorant has to be purchased.
Most Used Deodorant Brand
Frequency of Usage of Deodorants:

Twice A Day: 46%

At least Once A Day: 41%
Four Times A Week: 5%
Less Often: 8%

Occasions of Usage: 56% of the Sample size uses deodorant every time they go
out, Remaining 40% of the people use deodorant specifically when they are
either going out for party or meeting friends. Only 4 % of the sample uses
deodorant after taking bath
Usage of Multiple Deodorants: 67% of the sample uses multiple deodorants

TOM Deodorant Brands

1. Axe
2. Fogg
3. Park Avenue
Factors Influencing Deodorant Purchase:
Manufacturer Should Focus On:

Focus
Focus
Focus
Focus

On Packaging Less: 39%

On Product Only: 56%
on Packaging More than the product: 5%
on Packaging Only: 0%

Product with Better Packaging: 69% of the sample feel that product with better
packaging make them feel good
Secondary Packaging Gives its a Premium Look: 42% of the people feel a better
packaging makes them feel the product its premium
Pay Extra For Better Packaging: 79% people dont wish to pay extra
Preferred Shape of Packaging: 73% of the people prefer a rectangular shaped
pack

Preferred Designs on Deodorant Pack: More than61% of the sample prefers

Abstract design on the deodorant pack
Preferred Colour on Deodorant Pack
1. Black
2. Blue
3. Pink
4. Golden
5. Multiple Colours
6. Red
7. Yellow
8. Orange
9. Silver
10.Purple
11.Green

TIE

Prefer More Information on Deodorant Pack: Majority of the people prefer more
information on the pack almost 63%
Prefer More Images on Deodorant Pack: Almost 80% of the sample population
said that they would prefer fewer images on the deodorant pack
Packaging Influences Deodorant Purchases: Almost 23% of the population said
90% of the total times a deodorant is bought packaging influences their decision
8

Influencer for Deodorant Purchases:

Of the given 5 attributes ranking the most important to least important attribute
of a deodorant pack that influences deodorant purchase:
1.
2.
3.
4.
5.

Easy To Carry
Overall Layout
Design Graphics
Colour
Shape

Bibliography:
Edward j. Bardi and larry g. Kelly (1974), Organizing for Effective Packaging
Management, Transportation Journal Vol. 14, No. 2, pp. 53-57
Henry Asseal (2005), Consumer Behavior A Strategic Approach, ebookstore
Jacqueline J. Kacen and Julie Anne Lee (2002), The Influence of Culture on Consumer
Impulsive Buying Behavior, Journal of Consumer Psychology, Vol. 12, No. 2, pp. 163-176
Jeffrey Williams (1994), Packaging Theory, National Council of Teachers of English, Vol.
56, No. 3 (Mar., 1994), pp. 280-299
Kimberly D. Elsbach and Greg Elofson (2000), How the Packaging of Decision
Explanations Affects Perceptions of Trustworthiness, The Academy of Management
Journal Vol. 43, No. 1 pp. 80-89
Marieke De Mooij (2001), Consequences For Global Marketing And Advertising,
Doctoral Thesis
Michael S. McCarthy, Donald G. Norris, (1999) "Improving competitive position using
branded ingredients", Journal of Product & Brand Management, Vol. 8 Iss: 4, pp.267 285
Milner Gray (1959), PACKAGING PROGRESS, Journal of the Royal Society of Arts Vol.
107, No. 5037 (AUGUST 1959), pp. 621-639
Philip Klepak and Jack Walkey (2000), Antiperspirants and deodorants, Butler, H. (ed.),
Poucher's Perfumes, Cosmetics and Soaps, 10th Edn., 69-100

Pinya Silayoi, Mark Speece, (2004) "Packaging and purchase decisions: An exploratory
study on the impact of involvement level and time pressure", British Food Journal, Vol.
106 Iss: 8, pp.607 628
Pinya Silayoi, Mark Speece, (2007) "The importance of packaging attributes: a conjoint
analysis approach", European Journal of Marketing, Vol. 41 Iss: 11/12, pp.1495 1517
Population Census data 2011
Robert L. Underwood (2003), The Communicative Power of Product Packaging: Creating
Brand Identity via Lived and Mediated Experience, Journal of Marketing Theory and
Practice Vol. 11, No. 1 pp. 62-76
Saikat Banergee (2013), An Empirical Analysis on Attitude of Indian Consumers towards
Packaging & Labelling across Different Product Categories, Journal of Marketing & Vol. 8
Issue 4, p20-30. 11p. 12
Sample Size Calculator through Creative Research Systems
Stephen J. Hoch (1996), How Should National Brands Think about Private Labels?,
Research Feature Magazine

10