A

COMPREHENCIVE PROJECT REPORT

ON

“ A STUDY ON ROLE OF PACKAGING OF BRITANNIA PRODUCT ON

CONSUMER BUYING BEHAVIOUR IN ANAND CITY ”

SUBMITTED TO

SARDAR PATEL UNIVERSITY

VALLABH VIDHYANAGAR

IN THE PARTIAL FULFILMENT FOR THE DEGREE OF

BECHELORS OF BUSINESS ADMINISTRATION ( ITM )

SEMSTER – VI

REPORT GUIDE

MRS PINAL SUTHAR

SUBMITTED BY

PRENIL MUKESHBHAI

DAKHARA

ROLL NO.: 217

EXAM NO.:

BBA(GEN) SEM -VI

SHRI D.N. INSTITUTE OF BUSINESS ADMINISTRATION,ANAND

2022-23
 PREFACE

In every professional course, research is an important factor. Profession gives us

knowledge of various subjects in college but they are practically elapsed of such
subjects when they get the research in the o r g a n i z a t i o n . It is only the research
through which we can come to know about customer satisfaction.

During this whole research we get a lot of experience and come to know about the
practices in real and how it differ form that theoretical knowledge and practically in
life.

This project is attempt to study and understand the overall customer satisfaction and
their point of view on how packaging effect on their buying behaviour

Today business environment is rapidly changes in this competitive environment. The

popular trend is also striving for maintaining its position therefore it is essential fro the
companies that they should get updated with the customers point of view towards the
packaging of products and their buying behaviour.

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 ACKNOWLEDGEMENT

In the first place, I am thankful to Sardar Patel University for giving me an

opportunity to work on this comprehensive project.

I am grateful to Dr.Parimalsinh R. Chavda, I/C Principal of Shri D.N. Institute of

Business Administration, Anand, for countinuous interest shown by him in my
research work.

I would like to take opportunity to express my profound gratitude and deep regard to
Dr.nirav sir , HOD of BBA(ITM), for his continuous guidance and his valuable
feedback and constant encouragement throughout the duration of the research study.

I owe deepest sense OD gratitude to Mrs pinal mam, Assistant Professor, whose
thoughts provoking, able and continuous stimulating guidance and constructive
criticism at all stage of work have greatly benefited me in this research work.

I would like to wholeheartedly thank to other people for their support,

encouragement and valuable insights in fine tuning t h e c o m p r e h e n s i v e
project.

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Certificate:
INDEX

 Preface ……………………………………………………...... 2
 Acknowledgement ………………………………………….... 3
 Certificate ……………………………………………………. 4
 Index ………………………..……………………………....... 5
 Table and Graph …………………………………………....... 7
1. INTRODUCTION........................................................................................... 8-20
1.1. About Packaging ………………………………………………….... 9
1.2. History of Packaging ……………………………………………….. 11
1.3. Functional Requirement of packaging ……………………………… 13
1.4. Parts of Packaging ………………………………………………….. 14
1.5. Hazards of Transport ………………………………………………. 14
1.5.1. Various Machanical Test ……………………………………... 14
1.5.2. Various Climatic Test ……………………………………........ 15
1.5.3. Packaging Cost ……………………………………………….. 15
1.6. Purpose of Packaging and packaging lables ……………………….. 16
1.7. Types of Packaging ………………………………………………… 17
1.8. Symbols used on Packages and labels …………………………....... 18
1.9. Major Packaging Labels ………………………………………….... 19
1.10. Packging Machines ………………………………………….......... 19
1.10.1. Packaging machines types ………………………………….. 19
1.11. Introduction of company ………………………………………... 20
1.12. Significance of Packaging ………………………………………... 22

2. LITERATURE REVIEW.............................................................................23-33
2.1. Meaning of Literature Review …………………………………….. 24
2.2. Purpose of Literature Review ……………………………………… 25
2.3. Listed Authors ……………………………………………………... 25

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3. RESEARCH METHODOLOGY …………………………………….. 34-38
3.1. Introduction ………………………………………………………... 35
3.2. Meaning of Research ………………………………………………. 35
3.3. Meaning of Research Methodology.................................................... 35
3.4. Introduction to the study ……………………………………………. 36
3.5. Time of Period ……………………………………………………… 36
3.6. Theoretical Framwork ……………………………………………… 36
3.6.1. Independent variable ………………………………………...... 36
3.6.2. Dependent variable ……………………………………………. 37
3.7. Objective of study …………………………………………………… 37
3.8. Method of data collection …………………………………………… 37
3.9. Analysis of data …………………………………………………….. 38
3.10. Conclusion …………………………………………………………. 38

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 CHAPTER ONE

INTRODUCTION

1. INTRODUCTION
1.1. About Packaging
1.2. History of Packaging
1.3. Functional Requirement of packaging
1.4. Parts of Packaging
1.5. Hazards of Transport
1.5.1. Various Mechanical Test
1.5.2. Various Climatic Test
1.5.3. Packaging Cost
1.6. Purpose of Packaging and packaging labels
1.7. Types of Packaging
1.8. Symbols used on Packages and labels
1.9. Major Packaging Labels
1.10. Packaging Machines
1.10.1. Packaging machines types
1.11. Significance of Packaging

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1.1 About packaging

Packaging is the technology of enclosing or protecting produts for distribution,

storage, sale and use. Packaging also refers to the process of design, evaluation and
production of packages. Packaging can be described as a coordinated system of
preparing goods for transport, warehousing, logistics, sale and end use. Packaging
protects, preserve, transports and infroms and sellss. In many countries it is fully
integrated into govrnment, business and institutional, industrial and personal use.

Packaging is a process of covering , wrapping of goods intoa packate. Packaging

involves desiginng and producing the wrapper for a product. Packaging is essential
for offering goods in safe and secured position to customer.

Packaging definition: Kotler defines packaging as, “ All the activities of designing
and producing the container or wrapper of product”. Here container is called
package.

Packaging is structure designed to contain a commercial food products, i.e. to make

it easier and safer to transport, to protect the product against loss, degradation or
damage and to produce a convenient way to dispense the product.

The main aim of packaging are to keep the goods in good condition until it is sold
and consumed, and to encourage customers to purchase the product. Correct
packaging is essential to achieve both these objective.

The importance of packaging can be summerised as follows:

 If adequately packed, the self-life of local goods may be extended, and this
allows the goods to be distributed to other areas. In doing so, consumer are
given more choice in items of goods available, resources can be more
equitably distributed, and rural producers may be able to generate income
from surplus product.
 Correct packaging prevent any wastage like leakage or deterioration, which
may occure dduring transportation and distribution.
 Good packaging and presentation encourages consumer to buy product.

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  The packages help in increasing the brand recognition among the customers.
As soon as the customers see the package, they can instantly relate it to the
company or brand. For example, the Brooke Bond‟s Taj Mahal Tea comes in
the blue pack with an image of a Taj Mahal on its box; this gives an identity
to the brand.
 The innovative packaging also helps in bringing huge profits and benefits for
the firm. Here, the company gives a unique design to its product package with
the intent to grab customer‟s attention. For example, the calcium Sandoz
bottles targeted at children and women have been designed to make them
attractive to the target segment.

We are going to conduct whole research to find a conclusion regarding how

packaging affects the sale of goods and in what ways packaging make the transit
process convenient and safe. In this project we will demonstrate both theoretically
and empirically about packaging effects the sles of export goods.

Packaging is the science, art and technology of enclosing or protecting products for
distribution, storage, sale, and use. Packaging also refers to the process of designing,
evaluating, and producing packages. Packaging can be described as a coordinated
system of preparing goods for transport, warehousing, logistics sale, and end use.
Packaging contains, protects, preserves, transports, informs, and sells.

The wrapping material around a consumer item that serves to contain, identify,
describe, protect, display, promote and otherwise make the product marketable and
keep it clean.

Packaging is more than just your product‟s pretty face. Your package design may
affect everything from breakage rates in shipment to whether store will be willimg to
stock it.

Packaging is now generally regulated as an essential component of our modern life

style and the way business is organised. Packaging is recognized as an component of
modem markeing operation, which involves all the activities in the transfer of goods
and services from the manufacturer to consumer. Packaging is an important part of

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the branding process as it plays a role in communicating the image and identity of a
company. Before to move further in information about packaging , here some
infromation about packaging related to it‟s history, which says all about packaging,
how it started? What kind of packages used in early days? And many more.

1.2 History of Packaging

Fast forward to the Industrial Revolution: this era (starting from about 1760 -
1840) gave way to major technological advancements, as the demand for better
quality packaging increased. This demand for quality was fueled by a sudden
surge in new products that were now available for the masses to consume.
However, it should be noted that many of the packaging materials that arose in
this era were expensive; meaning that the use of these materials were typically
reserved for storing and transporting luxury goods. Theres some packages come in
market to preserve and protect goods or food materials which are as follows:

The Rise of Tin (1810): In 1810, Peter Durand, an Englishman, patented the use
of tin-coated iron cans instead of bottles to preserve food. Over the next 20 years,
tin would become one of the most popular packaging materials for packaging
things like cookies and tobacco.

The First Cardboard Box (1817): Though cardboard itself had been invented
several hundred years earlier in China, the cardboard box wasn‟t created until
1817 by Sir Malcolm Thornhill. Note: these boxes weren‟t corrugated yet, that

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wouldn‟t be invented until 1871. Cardboard boxes were popular among silk
manufacturers transport moths and eggs from Japan to Europe.

The First Paper Bag-Making Machine (1852): Several years after the first
commercial paper bags were created in 1844, Francis Wolle invented a machine
capable of mass-producing paper bags.

The First Cereal Box (1906): The Kellogg brothers, known for the invention of
Corn Flake cereal in 1877, began using cardboard to distribute and market their
cereal as early as 1906. Initially, the cereal box was wrapped in a heat-sealed bag,
with the cereal loose on the inside of the box. Eventually, however, a plastic bag
was placed inside of the cereal box to contain and protect the cereal.

The Invention of PET Plastic Bottles (1973): Polyethylene Terephthalate (PET)

bottles were first patented in 1973 by chemist Nathaniel Wyeth. At the time, these
were the first plastic bottles capable of containing carbonated drinks and they
soon became the material of choice for manufacturers who wanted a cheaper
alternative to glass.

Packaging Today

With sustainability having become a major concern in recent years, today‟s

packaging innovators are continuously coming up with new ways to reduce the
packaging industry‟s impact on the environment. Recent eco-friendly innovations
such as biodegradable and edible packaging not only reflect the state of our

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society today, but it also demonstrates the packaging industry‟s ability to adapt to
the ever-changing needs and concerns of consumers. There are two type of
economy which shows the packaging process after use. Let‟s have a look in two
figures.

Packaging advancements in the early 20th century included Bakelite closures

on bottles, transparent cellophane overwraps and panels on cartons. These
innovations increased processing efficiency and improved food safety. As additional
materials such as aluminum and several types of plastic were developed, they were
incorporated into packages to improve performance and functionality.

As of 2003, the packaging sector accounted for about two percent of the gross
national product in developed countries. About half of this market was related
to food packaging. In 2019 the global food packaging market size was estimated at
USD 303.26 billion.

1.3 Functional Requirement of Packaging

A. Protection and preservation :

A basic function of packaging is to protect and preserve the content during
transit from the manufacture to the ultimate consumer. It is the protection
during the transportation and distribution; from climatic effect; from

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 hazardous substances and contaminants. A package should preserve the
contents in „Fectory Fresh‟ condition during the period of storage and
transportation, ensuring protection fro bacteriological attacks, chemical
reaction etc.
B. Containment :
Most product must be contained before they can be moved from one place to
another. To function successfully, the package must contain the product. This
containment function of packaging makes a huge contribution to protecting
the environment. A better packaging help to maintain the quality of the
product and reachabilty of the product in consumers hand without spilages, it
gives better image to the organisation.
C. Communication:
Major function of packaging is the communicaton of the product. A package
must communicate what it sells. When international tread is involved and
different languages are spoken, the use of readily understood symbols on the
distribution package is essential. Packaging protects the interest of consumers.

1.4 Parts of Packaging

An important distinction is to be made here between two types of packaging

 Consumer packing : This packaging hold the required volume of product for
ultimate consuption and is more relevent in marketing. Eg.: beverage,
tobacco.
 Transport packing : The Product entering into the trade need to be packed
well enough to protect against loss damage during handling, transport and
storage.

1.5 Hazards of Transport

There are four main hazards of transport which are Drops and impacts,
Compression forces, Vibration and Climate variations.

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1.5.1 Various Machanical Test
o Drop Test : This test help to measure the ability of the container and inside
packaing material to provide protection to its contents.
o Vibration Test : This test is to determine the ability of the container to
withstand vibration and the protection offered by materials use for interior
packing.
o Compression Test : This test carried out, generally on empty containers, to
measure the ability of the container to resists external compressive loads
applied to faces or applied to diagonally opposite adges of corner.
o Inclined Impact Test : This test help to study the extent in the way of
crushing, breakin, cracking and shifting duration handling storage and
transport which occurs to the container and its content.
o Rolling Test : This test helps to evaluate the overall strengh of the container.
o Drum Test : This test help to evaluate loaded shipping container with respect
to general overall durability and for the protection offerded to the contents
against certain hazards of handling and shipment.

1.5.2 Various Machanical Test

o Rain Test : This test is conducted in a simulated rain condition to assess its
impact on the test area for two hours.
o Sand and dust test : This test is to evaluate the resistance of a package to the
penetration(entrance) of sand and dust.
o Salt Spray Test : This test is to evaluate the resistence of a package to
corrosion by salt spray and to serve as a general standard for corrosion.
o Fungus Resistance Test : This test is to evaluate all the material used in the
fabrication of shipping container for fungus resistence.

1.5.3 Packaging Cost

The most important aspect when we look into packaging is the packaging cost.
Packaging cost includes following:

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  Material cost means cost of the pack and quality control cost.
 Storage and handaling cost of empty packages include the handling cost of
bulky packages, heavy materials of consruction, drums etc.
 Storage of filled packages include the cost incurred to shift the goods from
one form of packaging to another.
 Transportation cost of filled packages involves the transportation cost by sea,
air etc.
 Loss or Damage cost related to any damage during oparation, trasportation
delivery etc.
 Insurance cost depend upon value of package.
 Obsolescence cost involve charges when changes in packaging material,
packages and label happen.
 Package Development cost include the evaluation cost, pilot test cost, field
testing cost, consumer research cost, feedback cost, final trial cost etc.

1.6 Purpose of Packaging and package lables

Packaging and package labeling have several objectives:

a) Physical Protection : The objective enclosed in the package may require from
among other things, mechanical shock, vibration, electrostatic discharge,
compression, temprature etc.
b) Barrier Protection : A barrier from oxygen, water vapour, dust etc. is often
required. Some packages contain oxygen obsorbers to help extend shelf life.
Modified atmospheres or controlled atmosphere are also maintained in some
food packages.A barriers is also implementd in case wherer segregation
(Separation) of two materials, prior to end use is require, as in case od apecial
paints, glues, medical fluid etc. At consumer end, the packaging is broken or
measured amount of material removed fro mixing and subsequent end use.
c) Containment (Involvement) : Small objects are typically frouped together in
oe package for resone of efficiency. For example, asingle box of 1000 pencil

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 requires less physical handling than 1000 single pencil. Liquids, Powders and
granular (dotted) material need containment.
d) Infromatin Transmission : Packages and lables communicates how to use,
transport, recycle or dispose of the package or product. With food, medical
and chemical products, some type of infromation sre required by
governments. Some packages and labels are also use for track and trace
purpose. Most item include their serial and lot numbers on the packaging, and
in the case of food producs , medicine. Some packaging often contains expiry
dates, usually in a shorthand form. Package may indicate their material with a
symbol.
e) Marketing : The lables can be used by marketers toencourage potential buyers
to purchase the product. Package graphic design and physical design have
been important and constantly evolving phenomenon for several decades.
Most packaging is designed to reflect the brand‟s message and identity.
f) Security : Packaging can play an important role in reducing the security risk
of shipment.Packages can be engineered to help reduce the risk of package
pilferage or the theft and resale of products. Packages may include
authentication seals and use security printing to help indicate that the
packages and countents are not countrfeit. Using packaging I this way means
to prevention of loss.
g) Convenience : Packages can have features that add convenience in
distribution, handling, stacking, display, sale, opening, reclosing, use,
dispensing, reuse, recycle and ease of diposal.
h) Portion Control : Single serving packaging has a precise amount of contents
to control usage. Bulk commodities can be divided into packages that are a
more suitable size for individual households. It also aids the control of
inventory: selling sealed one litre bottel of milk, rather than having people
during their own bottels to fill themselves.

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1.7 Types of Packaging

Packaging may be looked at as being several different types. For example a transport
package or distribution package can be the shipping container used to ship, store, and
handle the product or inner packages. Some identity a consumer package as one
which is direct toward a consumer or households.

It is some times convenient to categorized packages by layer or function: “Primary”,

“Secondary”, “Tertiary”.

 Primary packaging is the material that first envelopthe

product and holds it. This usually is the smallest unit
of distribution or use and is the package which is in
direct contact with the contents.

 Scondary packaging is outside the primary packaging

perhaps used to group primary packages together.
This type of packaging also provides supplementary
protection to help maintain the integrity of the primary
packaging.

 Tertiary packaging is used for bulk handling, warehouse

Storage and transport shipping. The most common form
is a palletized unit load that packs tightly into containers.

1.8 Symbols used on Packages and labels

Many types of symbols and labels for packeges and labels are nationally and
internationally standerdized. For customer packing, symbols exist for product
certification, trademark, proof of purchase etc. Some Requirements and symbols
exists to communicate aspects if consumer rights and safety, for example, the CE
marking or the estimated sign that notes conformance to EU weight and measure
accuracy regulation. Examples environmental and recycling symbol include

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recycling symbol, recycling code and green dot. Food packaging may show food
contact material symbols. Bar codes, universal product codes and RFID labels are
common to allow automated information management in logistics and retailing.
Country of origin labeling is often used. Some products might use QR codes and
similar matrix barcodes. If in case the material or product is flammable or explosive,
then the symbol on that product, which means they want to says that keep away this
product from fire or flammable aspects.

1.9 Major Packaging labels

1.10 Packaging Machines

A choice of packaging machinery includes: Technical capabilities, labour

requirement, workr safety, maintainability, serviceability, ability to integrate into the
packaging line, capital cost, floor space, flexibility, energy usage, quality of
outgoing packages, qualifications, throughput efficiency, productivity, return on
investments.

1.10.1 Packaging machines may be of the following general types

Accumulating and Collacting Machines

Blister packs, skin packs and vaccum packaging machines

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Bottel caps equipment, Over caping, Closing, Seaming and Sealing Machine

Box, case and tray forming, packing, unpacking,closing and sealing machines

Cartooning Machines

Cleaning, Cooling and Drying Machines

Coding, Printing, Marking, Stamping and Imprinting Machines

Conveyor belt, Accumulating machines

Feeding, Orienting, Placing and Related Machine

Inspecting: Visual, Sound , Metel detecting etc.

Package filling and closing machine

Product identification: Labelling, marking etc.

Sealing Machines: Heat sealer

Slitting machines

Weighing Machines: Check weigher, multihead weigher

Wrapping machines: Stretch wrapping, shrink wrap, banding

1.11 Introduction of Company

There is too many company available in market, who are produces the food products,
but my study is on the BRITANIA INDUSTRIES LIMITED, that how it effects on
consumer buying behavior by their packaging.

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 BRITANIA INDUSTRIES LIMITED

 Formerly Britannia Biscuit Company Limited

 Type Public
 Industry Food processing
 Founded 1892, 130 years ago in Calcutta. 1918, 104 years ago
as Britannia Biscuit Company Limited
 Headquarters Kolkata, West Bengal
 Key People Nusil Wadia (Chairman), Varun Berry (MD)
 Products Biscuits, bread, cakes and Rusk. Dairy products
Including milk, butter, cheese, ghee and dahi.
 Subsidiaries Manna Food Pvt. Ltd. , Bakery Products Ltd.
 Website www.britannia.co.in

Britannia Industries is one of India‟s leading food companies with a 100 year legacy
and annual revenues in excess of Rs. 9000 Cr. Britannia is among the most trusted
food brands, and manufactures India‟s favorite brands like Good Day, Tiger,
NutriChoice, Milk Bikis and Marie Gold which are household names in India.
Britannia‟s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy
products including Cheese, Beverages, Milk and Yoghurt. Britannia is a brand which
many generations of Indians have grown up with and our brands are cherished and
loved in India and the world over. Britannia products are available across the country
in close to 5 million retail outlets and reach over 50% of Indian homes.
Britannia Bread is the largest brand in the organized bread market with an annual
turnover of over 1 lac tons in volume and Rs.450 crores in value. The business
operates with 13 factories and 4 franchisees selling close to 1 mn loaves daily across
more than 100 cities and towns of India. Brand Britannia is listed amongst the most

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trusted, valuable and popular brands in various surveys conducted by prestigious
organizations like Millward Brown, IMRB, WPP Group and Havas Media Group to
name a few.
Companys relentless focus on quality and freshness have won us prestigious
accolades including the Golden Peacock National Quality Award and the
Ramakrishna Bajaj National Quality Award.
Britannia believes that „Taste & Trust‟ are its sobriquet and will constantly endeavor
to make a Billion Indians reach out for a delightful and healthy Britannia product
several times a day! The company set up the Britannia Nutrition Foundation in 2009,
and began working on public private partnership to address malnutrition amongst
under-privileged children and women.
Vision:

A malnutrition free India.

Mission:

Contribute to every child‟s right to Nutrition and Growth by implementing

sustainable, replicable programs, pursuing product innovation and research,
addressing core and allied causes for malnutrition and assuming responsibility for
the nourishment and vitality of the community.

1.12 Significance of Packaging

The significance of packaging has come to be incresingly recognised in export as

well as in marketing of a wide range of consumer goods and industrial products
within the country. The volume of export depends not only on the quality of the
production and price, but also on the packaging of that perticular product. Goods
damaged in transit or arriving at the destination in an unacceptable condition
tranishes the reputation of the manufacturer ass well as the cuntry as a whole. Efforts
should be there to understand the importance of packaging there by to avoid the loss
and demage cost incurred during transport and delivery. In short packaging plays the
important role to improve the reputation of the product and organisation

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