Impact of Packaging as a Marketing Strategy to Counter Increasing Competition
This study has been focused on testing the impact of packaging as a marketing strategy to counter increasing competition for companies operating in fast moving consumer goods in Pakistan. The specific area we have discussed in this study is the dairy industry of Pakistan. The dairy industry of Pakis...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2010
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| Online Access: | https://eprints.nottingham.ac.uk/23554/ |
| Summary: | This study has been focused on testing the impact of packaging as a marketing strategy to counter increasing competition for companies operating in fast moving consumer goods in Pakistan. The specific area we have discussed in this study is the dairy industry of Pakistan. The dairy industry of Pakistan is going through an evolution stage and packaged milk is gaining more and more importance with the passage of time.
We have conducted quantitative and qualitative research to check the impact of packaging on consumer behavior. A questionnaire has been floated and quantitative techniques have been used to analyze the data. There are interviews taken from the retailers and they have been analyzed based on the findings from the literature.
In the end, we came to the conclusion that packaging is a very important tool of marketing and it plays a vital role in changing consumer’s perception about the brands. We have concluded that packaging should be given importance when using other marketing strategies. It surely will help the brand to compete with other brand and communicate brand’s message to the consumers |
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