Chapter – 3 Research Methodology

CHAPTER – 3

Research Methodology

3.1 Research Methodology:

The chapter discusses the methodological foundations & issues that are pertinent for
conducting the present study. The chapter discusses Target Population, Research
Technique, Research Objectives, Research Hypothesis, Sampling Design, Research
Instruments, Stimuli used in the study, Sources of Data & other such relevant and
important issues that laid foundation for conducting the present study.

3.1.1 Research Objective:

The main objective of the present research study is to examine and analyze the effects of
different packaging cues like package color, package shape, visual product imagery (i.e.
product units picture, picture of spokes character), package material, front of Package
nutritional labels, position of visual and verbal elements on the perception, product
evaluation and purchase considerations of consumers of Selected cities of Gujarat namely
Ahmedabad, Baroda, Surat and Rajkot. The study is done especially for the ready to eat
food products namely Wafers, Ice-creams & Biscuits.

3.1.2 Specific Research Objectives:

The specific research objectives of the study are as under:

 To examine the impact of labels like sugar free and cholesterol free provided on the
packages of ready to eat food products like ice cream & biscuits on the purchase
behavior of consumers.

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Research Methodology

 To identify the package shape (dimension) usually preferred by the consumers

while purchasing ready to eat food products like ice-cream and biscuits.

 To determine whether the sparkling color package or simple color package usually
preferred by consumers while purchasing ready to eat food products like ice cream
& biscuits.

 To determine whether the position of visual information and verbal information on

the package has influence on the product evaluation and purchase consideration of
the consumers.

 To determine the influence of picture of number of product units displayed on the

package of the product on the perception and purchase behavior of the consumers.

 To identify the type of package material usually preferred by consumers.

 To examine the impact of cause endorsed packaging on consumers’ perception

about the company and overall purchase attitude for the product.

 To determine the influence of inclusion of picture of spokes character or game

character on a package of product on the product liking of children.

3.1.3 Target Population:

The target population for the study was consumers of the selected cities of Gujarat.

3.1.4 Research Technique:

The research technique utilized for this study is the descriptive research technique. The
reason for this is that the purpose of research is to analyze the buying characteristics,
perceptions and preferences of consumers of selected cities of Gujarat especially with
respect to ready to eat food products category.

3.1.5 Description of the study:

The main study mainly comprises of the two studies namely study 1 and study 2. Study 1
has been undertaken specifically for the adults. In the study 1, the impact of seven different
packaging elements has been analyzed. The elements whose impact was evaluated in the

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Chapter – 3 Research Methodology

study 1 include (1) Front of Package Nutritional labels (2) Package Shape (3) Package
Color (4) Position of Visual and Verbal elements on the package (5) Picture of Number of
Product units displayed on the package (6) Packaging Material (7 ) Cause Endorsement on
the Packaging. The products selected for the study 1 were Biscuits and Ice cream. The
study 2 has been undertaken for children only. In the study 2 the impact of picture of
cartoon characters and game characters displayed on the package has been analyzed. The
products selected for the study 2 were Biscuits and Wafers.

3.1.6 Sampling Design:

 Cities Selected for the Study: The main cities selected for the study are (1)
Ahmedabad (2) Surat (3) Baroda (4) Rajkot.

 Products selected for the Study: The main categories selected for study are as
under:-
(1) Namkeens / Snacks :- Wafers (3) Milk Based Products :- Ice Creams
(2) Ceral Based Products:- Biscuits

 Sample Size:- The overall sample size selected for each study is 400. It has been
derived statistically using the following equation.

x
----------- (3.1)

Here in the above equation 3.1 x represents sample mean, represents standard
deviation, µ represents population means and n is total of no. of elements i.e Sample
size.

Now E = x - µ = Error of estimation = Sampling error = Error Margin.

So the equation (3.1) would now become

--------- (3.2)

So using equation (3.2) one can now say that the sample size would be

n= -------- (3.3)

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Research Methodology

Moreover, the precision is wanted in relative terms and not in absolute terms so error could
be + or – within G % of the population value..

So E = Gµ { Fraction of mean population value}

So replacing the above value of E in equation (3.3) we can get

n= ---------- (3.4)

Now C = Co-efficient of Variation = /µ --------- (3.5)

So above equation (3.4) becomes

n= ---------- (3.6)

The error margin could be 5 % or 10 % of the population value always so assuming the
error margin of 5 % we have

G = 5 % = 0.05 --------- (3.7)

Since the distribution of the normal so C= Co-efficient of Variation = 0.5 --------- (3.8)

Assuming 95 % confidence interval so Z =1.96 --------- (3.9)

So putting values of C, Z and G in the above equation (3.6) we get

n= = 384.16 ------------- (3.10)

So the Sample size = n ≈ 385

Hence the Sample size assumed for each of the Study 1 and Study 2 is n = 400 Consumers.

City wise sample distribution has been given below in the following table no.3.1. It shows
both the no. of respondent selected for the each city and the actual no. of respondents who
gave complete and correct replies.

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Chapter – 3 Research Methodology

Table 3.1:
Sample Size for each Study
Sr Description of the Study Name of City Total no. Total no. of
No. Respondents Respondents who
selected for the replied
study
1. Study 1 :- It was undertaken Ahmedabad 172 152
for Adult consumers. The
Surat 136 114
impact of seven different
packaging elements has been Baroda 52 43
analyzed.
Rajkot 40 35
Total 400 344
2. Study 2: It was undertaken Ahmedabad 168 136
for Children. The impact of
picture of cartoon characters Surat 148 118
& game characters has been Baroda 44 35
analyzed.
Rajkot 40 33
Total 400 322

(Source: Primary Data for the Study)

 Sampling Technique:- Quota Sampling method has been used in the present study. In
the 1st stage quota was decided on the basis of variable like population and in the 2 nd
stage samples were selected on the basis on the convenience or judgment of researcher.

3.1.7 Sources of Data:

The research study employed both secondary and primary sources of data. The details are
as under:-

A. Primary Sources of Data:- The primary sources of data used are as under:
i. Observation:-
Personal Observation.
ii. Surveys:-
Personal interview ( in home, office).
Mall intercept.
B. Secondary Sources of Data:- The secondary sources of data used are as under:
Yellow Pages and other relevant directories,
Leading Business Magazines.
Newspapers.

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 Research Methodology

Company Reports.
Gujarat related Websites.
Reports of Business Association like Ahmedabad Management Association

3.1.8 Stimuli used in the study:

The stimuli used for each packaging element have been given below in the table No.3.2

Table 3.2:
Type of Stimuli used for each of the study
Stimuli for study 1 ( undertaken for adult consumers)

Name of Stimuli used for Biscuits Stimuli used for Ice cream
Packaging ( no. of respondents in the respective (no. of respondents in the respective
Element group) group)

1 Front of package
Nutritional Labels
2 Package Shape
1.Cholesterol Free Biscuit (n 1=175) 1.Sugar Free Ice cream (n1=175)
2. Ordinary Ice cream (n2 = 169) 2. Ordinary Ice cream (n2=169)
1.Box A (n1=69) 4.BoxD (n4=67) 1.Round cup with more height (n 1=81)
2.Box B (n2=71) 5.Box E (n5=69) 2.Round cup with less height (n2=89)
3.Box C (n3=68) 3.Rectangular shaped Cup (n3=86)
4.Mango shaped cup(n4=88)

3. Package Color 1. Sparkling color Box (n1=179)
2. Simple Color Box (n2 = 165)
4 Position of Visual 1.Box of Biscuits with Visual elements
& Verbal elements on right side & verbal elements on left
on the package side of the box (n1=173)
2.Box of Biscuits with Visual elements
on left side & verbal elements on right
side of the box. (n 2=171)
5. Number of 1.Box of Biscuits with more no. of
product units Biscuits displayed on the package.
displayed on the (n1=174)
package 2. Box of Biscuits with less no. of
Biscuits displayed on the package.
(n2=170)
6. Packaging 1.Plastic Box (n1=111)
Material 2.Corrugated / paper Box (n 2=117)
3.Loose / Film packaging (n 3=116)
1.Sparkling color Box (n 1=179)
2. Simple Color Box (n2 = 165)
1.Box of Ice cream with Visual elements
on right side & verbal elements on left
side of the box (n 1=173)
2.Box of Ice cream with Visual elements
on left side & verbal elements on right
side of the box (n 2=171)
1.Container of Ice cream with more no.
of scoops displayed on the container
(n1=174)
2. Container of Ice cream with less no.
of scoops displayed on the container.
(n2=170)
1.Plastic Container (n1=177)
2.Corrugated / paper Box (n 2=167)

7. Cause 1.Box of Biscuits with Presence of 1.Box of Ice cream with Presence of
Endorsement on Swachh Bharat Cause Endorsement Swachh Bharat Cause Endorsement
packaging (n1=166) (n1=166)

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 Chapter – 3 Research Methodology

2.Box of Biscuits with no Cause 2.Box of Ice cream with no Cause

endorsement (n2=178) endorsement (n2=178)

Stimuli used for Study 2 ( undertaken for Children)

Name of Stimuli used for Biscuits Stimuli used for Wafers

Packaging ( no. of respondents in the respective (no. of respondents in the respective
Element group) group)
8. Pictures of 1.Biscuits with Picture of Tom & Jerry 1.Wafers with Picture of Angry Birds
Cartoon / (n1=163). (n1=163).
game 2.Biscuits without Picture of Tom & Jerry 2.Wafers without Picture of Angry Birds
characters (n2=159). (n2=159).

3.1.9 Research Hypothesis:

Based on the Central Research Objectives the main hypothesis of the study are as under.
Below given are the statements of the alternate hypothesis for each of the Packaging
element:

Nutritional Information on the package:

1. Consumers would rate the biscuits with cholesterol free label on the package as more
healthy as compared to biscuits without cholesterol free on the package

2. Consumers would rate the Ice cream with sugar free label on the package as more
healthy as compared to Ice cream without sugar free on the package .

3. Consumers would have higher purchase intention to buy the biscuits with cholesterol
free label on the package and the biscuits without cholesterol free on the package.

4. Consumers would have higher purchase intention to buy the Ice cream with sugar free
label on the package and the Ice cream without sugar free on the package.

5. There is association between premium amount spent by consumers for buying the
Biscuits with Cholesterol free label and the age of the consumer.

6. There is association between premium amount spent by consumers for buying the Ice
cream with sugar free label and the age of the consumer.

Shape and Size of the package:

1. Consumers weight related perceptions differ significantly between boxes of Biscuits of

different shapes.

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Research Methodology

2. Consumers quantity related perceptions differ significantly between cups of Ice cream
of different shapes.

3. Consumers product related perceptions differ significantly between boxes of Biscuits of

different shapes.

4. Consumers product related perceptions differ significantly between cups of Ice cream
of different shapes.

5. Consumers price related perceptions differ significantly between boxes of Biscuits of

different shapes.

6. Consumers price related perceptions differ significantly between cups of Ice cream of
different shapes.

7. Consumers purchase intentions differ significantly between boxes of Biscuits of

different shapes..

8. Consumers purchase intentions differ significantly between cups of Ice cream of

different shapes.

Color of the package:.

1. Biscuits with sparkling color package are perceived to have better shelf impact
visibility as compared to the biscuits with ordinary package.

2. Ice cream with sparkling color package is perceived to have better shelf impact
visibility as compared to the Ice cream with ordinary package.

3. Consumers would elicit more favorable attitude towards the Biscuits with sparkling
color package as compared to the Biscuits with ordinary package.

4. Consumers would elicit more favorable attitude towards the Ice cream with sparkling
color package as compared to the Ice cream with ordinary package

5. Biscuits with sparkling color package are perceived to be relatively more expensive as
compared to the Biscuits with ordinary package.

6. Ice cream with sparkling color package is perceived to be relatively more expensive as
compared to the Ice cream with ordinary package.

7. Consumer would have higher purchase intention to buy the Biscuits with sparkling
color package as compared to the Biscuits with ordinary package.

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Chapter – 3 Research Methodology

8. Consumer would have higher purchase intention to buy the Ice cream with sparkling
color package as compared to the Ice cream with ordinary package.

Position of Visual and Verbal elements on the package:.

1. Consumers ability to recall Visual & verbal elements would be better when Visual
elements are on the left hand side of the package & verbal elements are on the right
hand side of the package of Biscuits.

2. Consumers ability to recall Visual & verbal elements would be better when Visual
elements are on the left hand side of the package & verbal elements are on the right
hand side of the package of Ice cream.

3. Consumers would elicit different liking for the Biscuits with Visual elements on left
hand side & verbal elements on the right hand side of box and the Biscuits with visual
elements on the right hand side & verbal elements on the left hand side of the box

4. Consumers would elicit different liking for the Ice cream with Visual elements on left
hand side & verbal elements on the right hand side of box and the Ice cream with visual
elements on the right hand side & verbal elements on the left hand side of the box.

Picture of No. of units displayed on the package:.

1. The box of Biscuits with more number of product units displayed on the package will
be perceived to contain more product quantity as compared to the box of Biscuits with
fewer number of product units displayed on the package.

2. The container of Ice cream with more number of scoops displayed on the package will
be perceived to contain more product quantity as compared to the container of the Ice
cream with fewer number of scoops displayed on the package.

3. Consumers would exhibit higher purchase intention to buy the Biscuits with more
number of product units displayed on the package as compared to the biscuits with
fewer number of product units displayed on the package of the Biscuits.

4. Consumers would exhibit higher purchase intention to buy the Ice cream with more
number of scoops of Ice cream displayed on the package as compared to the Ice cream
with fewer number of scoops of Ice cream displayed on the package..

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Research Methodology

Packaging material:.

1. Consumers Perceptions of shelf life of Biscuits differ significantly between boxes of

Biscuits of different packaging materials.

2. Consumers Perception of Shelf life of Ice cream would be higher for the Ice cream
packed in Plastic container as compared to the Ice cream packed in corrugated box.

3. Consumers product liking differ significantly between boxes of Biscuits of different

packaging materials.

4. Consumers product liking would be higher for the Ice cream packed in Plastic container
as compared to the Ice cream packed in corrugated box.

5. Consumers price related perceptions differ significantly between boxes of Biscuits of

different packaging materials

6. Ice cream packed in Plastic container would be perceived as more expensive as

compared to the Ice cream packed in Corrugated box

7. Consumers purchase intentions differ significantly between boxes of Biscuits of

different packaging materials.

8. Consumers would have higher purchase intention to buy the Ice cream packed in
Plastic container & the Ice cream packed in corrugated box.

Cause endorsement on Packaging:.

1. Consumers would have higher purchase intention to buy the Biscuits with presence of
Swachh Bharat Cause endorsement on the box as compared to the Biscuits without
Swachh Bharat cause endorsement on the packaging.

2. Consumers would have higher purchase intention to buy the Ice cream with presence
of Swachh Bharat Cause endorsement on the box as compared to the Ice cream without
Swachh Bharat cause endorsement on the packaging.

3. Presence of Swachh Bharat Cause endorsement on the packaging of the Biscuits will
lead to consumers more positive attitude towards the cause endorsing company as
compared to the company with Biscuits without cause endorsement on the packaging.

4. Presence of Swachh Bharat Cause endorsement on the packaging of the Ice cream will
lead to consumers more positive attitude towards the cause endorsing company as

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Chapter – 3 Research Methodology

compared to the company with Ice cream without cause endorsement on the
packaging.

Picture of Spokes Characters displayed on the package:

1. Young Children would elicit more liking for the biscuits with pictures of licensed
spokes characters (Tom & Jerry) displayed on its package as compared to the biscuits
with no characters on its package.

2. Young Children would elicit more liking for the potato wafers with pictures of angry
birds displayed on its package as compared to the potato wafers with no characters on
its package.

3.1.10 Research Instruments:

Questionnaires with open and close ended questions were used in the study.

3.1.11 Statistical Tools used in the Study:

The data has been analyzed using SPSS software. Relevant Statistical tests like
Independent T-test, 1-way ANOVA between the group design & Chi-square test of
association /independence have been used for the purpose of data analysis in the study.

3.2 Questionnaire Design & Development:

The study mainly consists of the two sub-studies namely study 1 & study 2. The study 1
was undertaken for the adult consumers and in the study 1 the impacts of seven different
packaging elements have been analyzed. The study 2 was undertaken for children and in
the study 2 the impact of picture of cartoon characters and game characters has been
analyzed. Separate Questionnaires were developed and used for each of the study 1 &
Study 2.

The initial questions in each questionnaire were screen questions and were mainly about
the gender, education level, age etc. After the completion of initial screening
questionnaires for each study included several scales depending on the type of the
packaging element studied and taken into consideration

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 Questionnaire Design & Development

The scales were either specifically developed by the researcher on his own or were adapted
from the previous similar relevant studies depending upon the construct being measured
and availability and existence of the scale.

All the scales considered for each packaging element were checked and reliability of each
of the scales were tested in the SPSS software. The questionnaires for each study were
pretested and those scale items having low correlation if any found, were discarded
/removed from the particular scale being considered for the study. The final questionnaires
for each of the study 1 and study 2 are attached in the Appendices.

3.3 Scale Development:

For gathering the primary data to fulfill the objectives of the study, several scales were
developed and used in the study. Some of the constructs being studied under each
packaging element were common and so the same scales were used for measuring those
constructs in various packaging elements. Examples of such scales include purchase
intention scale, product attitude scale etc. While certain constructs being studied under
particular packaging element were specific and relevant to that packaging element only and
so the scales were used for that particular packaging element only. The examples of such
scales include shelf impact visibility scale, shelf life scale etc. The various scales along
with their name and the packaging element in which they were used are discussed as under.
All the scales used in each of the questionnaires were five point Likert scale in which
respondents were asked to indicate their level of agreement (1 = Strongly Disagree to 5 =
Strongly Agree).

a) Health Perception about the product:

This scale is used to study the impact of Nutrition information & Front of package
Nutritional labels provided on the package of food product on the consumers perceptions.
Scale was constructed using multiple items. Few items were adapted from Steptoe, et.al
(1995)1 and changes were made to make the scale relevant in the Indian Context.

b) Purchase Intention of the product:

This scale has been used for the package elements namely Nutrition Information on the
package, package shape, package color, picture of no. of product units displayed on the

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 Chapter – 3 Research Methodology

package, packaging material and cause endorsement. Purchase Intention scale was
constructed using multiple items. Items were adapted from Dodds et. Al (1995) 2 and
changes were made to make scale relevant in the Indian Context.

c) Reason for not using the Nutrition Information:

This scale is used in the questionnaire utilized in studying the impact of Nutrition
information on the package on the consumers perception. Scale was constructed using
multiple items. Items were adapted from Jacobs (2009) 3 and changes were made to make the
scale relevant in the Indian Context.

d) Product Liking / Attitude:

This scale is used for package elements namely package color, package shape, picture of no.
of product units displayed on the package, packaging material & picture of cartoon / game
characters displayed on the package. Product attitude / liking scale was constructed using
multiple items. Items were adapted from Bector & Karen (2003) 4, Sachse (2009)5 and
Ruumpol (2014)6 & modifications were made to make the scale fit in the Indian Context.

e) Price Perception of the product:

This scale is used for package elements namely package shape, package color, packaging
material. Price perception scale was constructed using Multiple items. Items were adopted
from Steptoe, et.al (1995)1 and changes were made accordingly to fit the scale in Indian
Context.

f) Shelf Impact Visibility of the product:

This scale is used in the questionnaire developed for studying the impact of package color
on consumer perception. Scale was constructed using multiple items. Items were developed
by the researcher specifically for measuring the shelf impact of particular type of the
package of the product.

g) Shelf Life Perception of the product:

This scale is used in the questionnaire developed for studying the impact of packaging
material on consumer perception. Scale was constructed using multiple items. Items were

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 References

developed by the researcher specifically for measuring the shelf life perception of the
product in the various types of packages like plastic container, loose / film type packaging,
corrugated box etc.

h) Company Attitude:

This scale is used in the questionnaire developed for studying the impact of cause
endorsement on packaging. Scale was constructed using multiple items. Items were adapted
from Becker & Karen (2003)4 and changes were made to make the scale relevant in the
Indian Context.

3.4 References:

1. Stepteo, A., & Pollar, M.T., & Wardle, J.(1995). Development of a measure of the
motives underlying the selection of food: The Food Questionnaire. Appetite, 25 (1),
pp.267-284.

2. Dodds, W.B., Monroe, K. B. & Grewal, D. (1991). The effects of Price, Brand an store
information on Buyers’ product evaluations. Journal of Marketing Research, 28 (8), pp.
307-319.

3. Jacobs,S.A.(2009). Adult consumers’ understanding and use of information on food

labels: A study among consumers living in the Potchefstroom and Klerksdorp region.
(Unpublished work) Northwest University, South Africa.
Available:http://dspace.nwu.ac.za/bitstream/handle/10394/6588/Jacobs_SA.pdf?sequenc
e=1

4. Becker, O., & Karen, L. (2003). And Now, Award from our sponsor: A look at the
effects of sponsored content and Banner advertising. Journal of Advertising, 32 (2), pp.
17-32.

5. Sachse, S.B. (2009). Effects of Nostalgic Advertising through emotions and the intensity
of the evaluated mental images. Advances in Consumer Research, 36 (1), pp. 391-397.

6. Ruumpol,I.(2014). In the eye of the consumer : The influence of Package shape &
Package color on perceived product healthfulness (Unpublished Work). Department of
Communication studies, Enscheda.

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