Product Packaging used as a marketing tool in FMCG products

Product Packaging used as a marketing tool in FMCG products

Registration ID: IJNRD_203018

Published ID: IJNRD2308057

DOI: Click Here to Get

Dr.P.K.Hemamalini , Abishek Murugadoss

Product Packaging, Brand image, advertising influences and customer loyalty.

Marketers use packaging as a tool to influence consumer behaviour among it’s target audience. The aim of the study focuses on brand image perspectives through product packaging, the various advertising influences through packaging and to understand that product packaging enhances customer loyalty. A convenience sampling of 113 was done to collect the responses from Chennai in the areas of Annanagar and Ambattur. The questionnaire was built upon using 5 point Likert scale and multiple choice based questions. Percentage analysis was done along with correlation and Independent T test. Correlation was used to identify the most significantly correlated variables and Independent T test was used to find the significant differences between the gender. There is a significant difference between the ‘gender of the respondents and FMCG companies making an effort to use more sustainable packaging materials. The clear message on the pack about the brand and purchasing the product attracted by discounts and premiums are positively and strongly correlated with advertising influences. Environmentally friendly package and price of the product on package are positively and strongly correlated with brand image of the product.

Published Paper   E-Certificate

"Product Packaging used as a marketing tool in FMCG products", IJNRD - INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (www.IJNRD.org), ISSN:2456-4184, Vol.8, Issue 8, page no.a476-a483, August-2023, Available :https://ijnrd.org/papers/IJNRD2308057.pdf

Volume 8 Issue 8, August-2023

Pages : a476-a483

Paper Reg. ID: IJNRD_203018

Published Paper Id: IJNRD2308057

Downloads: 000121132

Research Area: Management

Country: Mandavelli Chennai, Tamil Nadu, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2308057.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2308057

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJNRD (IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition

Call For Paper - Volume 10 | Issue 8 | August 2025

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INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (IJNRD) aims to explore advances in research pertaining to applied, theoretical and experimental Technological studies. The goal is to promote scientific information interchange between researchers, developers, engineers, students, and practitioners working in and around the world. IJNRD will provide an opportunity for practitioners and educators of engineering field to exchange research evidence, models of best practice and innovative ideas.

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