Biscuit Case Study

Bangalore

A study on

“The Impact of Packaging on consumers for Biscuit Brands”

Submitted by

Mr. Ankit Singh

Registration No:

13010221048

Under the Guidance of Prof. Jacob Alexander

In partial fulfillment of the Dissertation in Semester - IV of the Master of Business Administration (Batch of 2013 - 2015) Master of Business Administration

Declaration

This is to declare that the Report titled “The Impact of Packaging on Consumer for Biscuit Brands” has been made for the partial fulfillment of the Course: Dissertation in Semester IV by me under the guidance of Prof. Jacob Alexander.

I confirm that this dissertation truly represents my work. This work is not a replication of work done previously by any other person. I also confirm

Any case of compliance may lead to serious ramification such as suspension of license or even the imprisonment of the personnel.

Economical: Biscuit industry is impacted by the downturn or upturn of global economy. The competition in the biscuit industry grew to an alarming level. Inflation and economic deprivation rendered people unwilling or unable certain products which affected the cash flows significantly however certain cheap products showed growth in sales.

Socio-environmental: After years of learning and modification the Indian biscuit industry has been able to get a higher status in terms of social well-being oriented industries. It has gained faith by using products which are safe to consume. The industry has also contributed a lot to social welfare activities like world food program’s

The logistical function of packaging is mainly to protect the product from incidence of damage, spoilage or loss through theft or misplace goods during movement through the distribution channel. While in the context of marketing function, the packaging should be attractive enough and well design, so that it conveys the message of product attributes clearly. Quality judgments are largely influenced by product characteristics reflected by packaging, because package's overall features can underline the uniqueness and originality of the product. If the packaging attributes communicates high quality consumers assume that the product is of high quality. If the package symbolizes low quality, consumers transfer this low quality perception to the product itself. The package communicates favorable or unfavorable implied meaning about the product. Mark Speece (2004) suggests that consumers are more likely to spontaneously imagine aspects of how a product looks tastes, feels, smells, or sounds while they are viewing a product picture on the