Record Details

Consumer Perceptions on Packaging of Fast Moving Consumer Goods in India

International Journal of Management and Social Sciences

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Field Value
 
Title Consumer Perceptions on Packaging of Fast Moving Consumer Goods in India
 
Creator Kumar, Arun; Research Scholar, ABV-Indian Institute of Information Technology & Management, Gwalior.
Chiktey, Shikha; MBA Student, ABV-Indian Institute of Information Technology & Management, Gwalior.
Singh, Deepali; Professor, ABV-Indian Institute of Information Technology & Management, Gwalior.
 
Subject Marketing
Product Packaging, Consumer Perceptions, Product Promotion, Positioning Strategies, Indian FMCG Market, Packaging Perceptions
Consumer Marketing
 
Description In the ever increasing competition of today’s global market, the need for effective product promotion is crucial. In the prevailing marketing environment, product packaging is playing an important role as a brand communication vehicle. Little research has been conducted within this area and hence the purpose of this research work is to provide a better understanding of how packaging plays a critical role in effecting customer’s perceptions. This research work provides answer to the question like how different positioning strategies effect consumer perception about the packaging attributes and relationship between various packaging attribute for fast moving consumer goods (FMCG) in Indian market. Due to the fact that the area of package design is quite extensive and vast, the present study is focused on examining the package design in the Indian FMCG market.
 
Publisher SPEAK Foundation
 
Contributor —
 
Date 2011-07-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Online and Offline Survey
 
Format —
 
Identifier http://journals.foundationspeak.com/index.php/ijmss/article/view/3
 
Source INTERNATIONAL JOURNAL OF MANAGEMENT AND SOCIAL SCIENCES (IJMSS); Vol 1, No 1 (2011): IJMSS - July 1(1) 2011; 35-54
2349-9761
2249-0191
 
Language eng
 
Relation http://journals.foundationspeak.com/index.php/ijmss/article/view/3/3
 
Coverage India
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The responses are gathered from a sample of undergraduate, graduate and MBA students. 165 + 100 responses were collected all over the Madhya Pradesh Region of India. The age of the participants was ranged from 17 to 46 years with a mean of 27 years.
 
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