Relationship between Packaging Characteristics and Consumer Brand Preference With Respect To Non – Alcoholic Beverages

- Prof. Roshni Tijoriwala, Assistant Professor, Faculty of Management, GLS University.

- Taher Battery Wala, Management Trainee, Translink Infrastructure Consultant Pvt. Ltd.

Abstract:

Packaging is a highly versatile facet of a beverage attuned to changing consumer preferences.

The global market for beverages packaging is projected to exceed US$142 billion by 2022,

driven by surging demand from the alcoholic beverages sector, and rising consumption of all

types of beverages including health drinks and packaged water. This study is intended to shed

some light on various packaging characteristics that influence brand preference and also try

to show how packaging can be used as a tool for altering the perceptions and gaining

competitive advantage through product differentiation in the beverage industry. Data was

collected through questionnaire on multiple choice questions and five point Likert scale from

200 respondents by using convenience sampling technique. Data is collected from young

people who are more likely to consume it. Microsoft Excel 2013 and IBM SPSS Statistics

version 22 is used for data analysis. Independent sample T-tests and regression analysis were

used as statistical tests. Through T test analysis it was found that there is no significant

relationship between age and frequency of consumption of soft drinks. Through regression

analysis it was found that packaging characteristics - size, aesthetics, reuse of bottles and

product information had strong positive significant relationship with brand preference

whereas cost and colour of the bottle had weak relationship with brand preference. Despite

marketers spending crores of rupees on celebrity endorsement of beverages especially for the

carbonated ones, more funds should be allocated in R&D for developing more ergonomic and

attractive packs, which would catalyze the process of decision making, especially during

point of sale. This similarly also applies to the non-carbonated beverages section where

people are intending to purchase value for money and quality products, which better packs

along with advertisements shall increase the pie of market share for a company.

Keywords:

Packaging, Consumer brand preference, Carbonated Beverages, Non-carbonated

Beverages

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