Elements of packaging Essay Example for Free

Elements of packaging Essay There are six components of packaging which consumer was asked to rank according to his preferences. Consumers have ranked the most preferred components by 1 and least preferred by 6. The data analysis for this ranking has been done by calculating the total of the response in each category. The least total will be the highly preferred attributes because it would have received first ranking more than any other. One the basis of the same we can see Colour is a component that received maximum of first rank (20), second rank (19) and third rank (13) and hence its total is least. Whereas Text is the least preferred attribute as it has received six rank 30 times and its total is maximum of all the attributes. The second attractive components for respondents were graphics followed by shape, size and material. Figure III. 11: Elements of Packaging When the preference ranking of the components of packaging was compared on the basis of gender an interesting fact came into the picture. For both the categories of respondents the preferred factor was Colour. But the following factor has been different in each case. Female on one hand preferred graphics after Colour on the other hand male preferred shape after Colour. The third preferred elements for male respondents are graphics whereas for female respondents it is packaging material. Size of the package is the fourth preferred element for female respondents while for male it is material. At last text is the element least preferred by both the gender groups. Figure III. 12: Elements of Packaging (Gender Specific) Elements of Packaging (Ethnic Background Specific). For respondents from Asian background Colour is the most important aspect of the packaging followed by shape, material, graphics, size and text respectively. Figure III. 13: Elements of Packaging (Asian) As one can see in Figure III. 14, Colour is the most important aspect for White community for packaging. Next to Colour is the graphics or images. Material of the material comes third in the preference list, followed by size, shape and text. Figure III. 14: Elements of Packaging (White) For the Black African community graphic, size and material are equally important and preferred. These are followed by Colour, shape and text of the packaging. Figure III. 15: Elements of Packaging (Black African) Respondents of Black others community feel that shape is the most important aspect of packaging followed by Colour. Graphics and size is equally important after Colour, followed by material of packaging. Text is least important component. Figure III. 16: Elements of Packaging (Black Other) Others prefer Colours most from all the aspects of packaging. It is followed by size. Shape and graphics are equally important after size o the packaging. Text is least important while material is fifth in the row. Figure III. 17: Elements of Packaging (Others) Elements of Packaging (Rank Specific) This section compares the elements o packaging and ethnic background on the basis of ranking. As seen below, colour has been ranked first by majority of Asian and White community people. Difference among various ethnic group and their preferences is evident here. Figure III. 18: Elements of Packaging (Rank 1) Asian marked shape as second on their ranking while variance within white community for this rank can be seen from the graph. Figure III. 19: Elements of Packaging (Rank 2) For rank three size has been the preferred element for Asian community where as for white it was colour graphics and size equally important. Figure III. 20: Elements of Packaging (Rank 3) Majority of respondents from White community ranked shape on fourth preferred element. Differences among various ethnic groups are evident in the figure below. Figure III. 21: Elements of Packaging (Rank 4) Text and Material are the element of packaging which were ranked fifth by majority of respondents followed by size and shape. Figure III. 22: Elements of Packaging (Rank 5) Text has been the least preferred element of packaging by most of the ethnic background. Figure III. 23: Elements of Packaging (Rank 6) I. i. Qualitative Research Qualitative research was based on the interview conducted by the researcher to the employee of Mark Spencers Ms. Trudi Barnes, who works as a packaging developer. I. i. a. Interviewing procedure The interview was based on structured questionnaire with majority of open ended question allowing the respondent think and respond on each and every question. The interview was scheduled on the post lunch hour as the crowd in the store is least during this period. Researcher noted down each and every response of the respondent with the help of pen and paper. Interview took approximately 45 minutes to complete. Respondent has been very cooperative for the interview session. It started with the general introduction about the research, its aims and objectives. The respondent has been told about her rights to withdraw from the interview if she feels uncomfortable in any way. She has been clarified that this data will be used for this particular study only and if in any case it is being utilized for any other purpose she would be informed and her consent would be taken for that. I. i. b. Interview questions The packaging developer’s job is to find out and understand the packaging requirement from the buyer and brief the internal design studio about the same. She has been converting the client specifications to the design specification and working as a link between the consumer and designer of the organization. Design studio looks at all the criteria of de3signing from the customer needs to the art work complications, design set and corporate guidelines. The packaging Developer than gets the designs from them and ensures that the packaging is appropriate for the product from technological point of view and pass it to the printer which actually prints it. As respondent states, â€Å"It’s the suppliers who pay for the packaging and we just set the design for them. † For the respondent her job is quite interesting. Her area is mainly the Menswear its accessories Footwear and Kids wear its accessories. Accessories like hats, cufflinks, watches hankies. The Colour and design is decided only by the design studio. In the month of February itself she was about to brief the autumn packaging out of which some will go into Christmas corporate design. She states â€Å"It’s the design Studio which does the research before making decision. It goes worldwide to find out the trends develop a design. † Her statement â€Å"I dont know exactly why the Colour of MS bags was changed to purple this Christmas where as last Christmas it was red. Colour palette for an occasion is picking out Colour for carrier bags the store deco. But my packaging was in Red with White Snow Flakes on it. It was also decided by the design studio (red background). † Indicates that design studio works independently without interference of any other department including her as even she is not involve in major changes done with the designs of packaging. She provides inputs to the design studio on which they work as her statement â€Å"When I put in the briefing then the design studio develop the look for Menswear/women swear but they both are treated differently as the menswear is more masculine women’s wear in more feminine. It is similar Colours but with slight difference. When asked whether or not packaging influence consumers she immediately responded â€Å"Packaging does influence customers. † She further elaborated that â€Å"They (consumers) have always challenged us to be clearer on our swing tickets. We got shout that our Natural material and fabric should shout the benefits. (Complaints like product benefits should be clear should provide all product related information)† She talked more about swing tickets which are the little card hanging of the garment. According to her it is important that the customer should get the right information about the product. She explains that impulse purchase will be different in different areas of retail organization. In her area Hankies are one of the impulse purchase made by the customers since it is quite traditional gift. She explains further â€Å"believe or not lots of hankies are sold during Christmas time. Eg: 2 packs are launched for Fathers Day. I am launching Card dispensers which will be full of hankies. We start with outstanding value hankies then the novelty new designs are coming out as well. † when asked about relationship between festivals and their products she responded â€Å"I am not too clear with the question regarding the relationship between festivals our products all right so products like cufflinks in Menswear will be in red pink or even a heart shape during Valentines. † According to her gifts are divided into various segments like corporate and personal apart from the routine segments like men’s women’s and so on. â€Å"Display box corporate design promotions are going on in the store deco. Pink Red is the Colour for these valentines especially on foods a lot many things are there. † She responded on the importance of graphics and Colours that each of these factors is equally important. According to her, â€Å"Both Colour graphics are equally important. Gift items which are put into boxes are there in Menswearso I think probably its the design/graphics that attract the customer the most the customer feels yeah I could buy this. it puts a gift idea into the customers mind. † According to the respondent success can be attached to the packaging of the product but not the failure as failure of any product will be due to product itself not its packaging. Success or failure of a product is obviously measured by the sales. Organization put constant effort to understand the reasons of drop in the sales and looks look at everything the product, packaging and what its saying on the packaging. We plan constantly. During the festival season organization focuses on various product categories on which sales is expected. Menswear mainly focus on Christmas, Valentines and the major one is the Fathers Day. Respondent agrees to the changes in Colour used for packaging during special occasions. For instance on Fathers Day the Colour is changed but she doesn’t control the decision of the Colour. It’s the design studio. Design studios show us some scenes but they do the research from design trends.