Packaging strategies: Knowledge outlook on consumer buying behaviour

Rambabu, La u i; Po ika, Ramlal A icle Packaging s a egies: Knowledge ou look on consume buying beha iou Jou nal o Indus y-Uni e si y Collabo a ion (JIUC) P o ided in Coope a ion wi h: Resea ch Cen e o China Indus y-Uni e si y-Resea ch Ins i u e Collabo a ion, Wuhan Uni e si y Sugges ed Ci a ion: Rambabu, La u i; Po ika, Ramlal (2020) : Packaging s a egies: Knowledge ou look on consume buying beha iou , Jou nal o Indus y-Uni e si y Collabo a ion (JIUC), ISSN 2631-357X, Eme ald, Leeds, Vol. 2, Iss. 2, pp. 67-78, h ps://doi.o g/10.1108/JIUC-10-2019-0017 This Ve sion is a ailable a : h ps://hdl.handle.ne /10419/319857 S anda d-Nu zungsbedingungen: Die Dokumen e au EconS o dü en zu eigenen wissenscha lichen Zwecken und zum P i a geb auch gespeiche und kopie we den. Sie dü en die Dokumen e nich ü ö en liche ode komme zielle Zwecke e iel äl igen, ö en lich auss ellen, ö en lich zugänglich machen, e eiben ode ande wei ig nu zen. So e n die Ve asse die Dokumen e un e Open-Con en -Lizenzen (insbesonde e CC-Lizenzen) zu Ve ügung ges ell haben soll en, gel en abweichend on diesen Nu zungsbedingungen die in de do genann en Lizenz gewäh en Nu zungs ech e. Te ms o use: Documen s in EconS o may be sa ed and copied o you pe sonal and schola ly pu poses. You a e no o copy documen s o public o comme cial pu poses, o exhibi he documen s publicly, o make hem publicly a ailable on he in e ne , o o dis ibu e o o he wise use he documen s in public. I he documen s ha e been made a ailable unde an Open Con en Licence (especially C ea i e Commons Licences), you may exe cise u he usage igh s as speci ied in he indica ed licence. h ps://c ea i ecommons.o g/licenses/by/4.0/ Packaging s a egies: knowledge ou look on consume buying beha iou La u i Rambabu Depa men o Business Managemen , Osmania Uni e si y, Hyde abad, India, and Ramlal Po ika School o Managemen , Na ional Ins i u e o Technology Wa angal, Wa angal, India Abs ac Pu pose –Packaging is a man a o encoun e ing a pe iod o immense po en ial. I keeps on being seen as a key componen in he buying decision, and also i is exhibi ed as a b and communica ion gadge ha goes pas he p oduc s and can in e ace wi h cus ome s in bo h he physical and i ual o ms. The esea ch aspi a ion is o es ablish ha he specula ion o packaging app oaches will in luence on buye s’pu chasing mode. An a emp has been made o examine and p esen he esul s. This esea ch acili a es o disce n he pe cep ion o consume in he di ec ion o packaging s a egies and o spo he powe o packaging ac o s, elemen s and s a egies o p oduc packaging on pu chasing mode o buye s. Design/me hodology/app oach –Da a we e collec ed om 836 esponden s om he ou majo ci ies o wo s a es in India h ough s uc u e ques ionnai e. E e y age o he esponden s was a ge ed in he his s udy o ge hei pe cep ion and buying mode o hem, and he analysis was done by using analysis o a iance, co ela ion and eg ession analysis by using 23.0 e sion o SPSS. Findings –The consequence o esea ch e eals ha media exposu es, packaging s a egies and elemen s ha e be e in luence on he buye s’buying mode. Business peoplemus p oduce inno a i e bundling designs o hei i ems o ma ke . These allow he keeping and ca ching he new and exis ed cus ome s, because packaging has supe io in luence and also helps in acqui ing and e aining he new consume s o hei new p oduc s. Resea ch limi a ions/implica ions –This s udy being a mic o le el conside ed ha he ci y cus ome s may no be simila o he u al cus ome s. Hence, he pe cep ion o u al and u ban may no be much di e en . A sample size is 836 d awn om he ou majo ci ies o wo s a es in India; he e o e, he sample may no ep esen he whole popula ion o India. Hence, he limi a ion o gene aliza ion will be he e. The elici ed opinion o consume s may no be eliable all he imes, and s udy conside ed only some o FMCG p oduc s. O iginali y/ alue –The s udy heme is o es ablish he heo y as s a ed ea lie , and i ’s p o ed consume s a e conside ing he packaging s yles and designs while pu chasing he p oduc s, which p omo es o mee he expec a ions o he p esen and po en ial cus ome s. Keywo ds Consume pe cep ion, Consume beha iou , Packaging elemen s, Packaging ac o s, Packaging s a egies Pape ype Gene al e iew 1. In oduc ion P oduc packaging wo ks as a silen salesman because cus ome s o en make a psychological associa ion wi h i . Cus ome s ha e en i onmen alconce ns and may pick a p oduc packaged in eused ma e ials. Consis en ly expanding pu chase awa eness coupled up wi h compe i i e i al y is p esen ing ad e ise s wi h a ai ly ema kable es –pe sis en packaging Packaging s a egies and consume beha iou 67 © La u i Rambabu and Ramlal Po ika. Published in Jou nal o Indus y-Uni e si y Collabo a ion. Published by Eme ald Publishing Limi ed. This a icle is published unde he C ea i e Commons A ibu ion (CC BY 4.0) licence. Anyone may ep oduce, dis ibu e, ansla e and c ea e de i a i e wo ks o his a icle ( o bo h comme cial and non-comme cial pu poses), subjec o ull a ibu ion o he o iginal publica ion and au ho s. The ull e ms o his licence may be seen a h p://c ea i ecommons. o g/licences/by/4.0/legalcode I am hank ul o he p io con ibu ions as e e ences o he jou nals o hei amazingly aluable p oposals o imp o e he na u e o he esea ch o ca ying ou his ask. The cu en issue and ull ex a chi e o his jou nal is a ailable on Eme ald Insigh a : h ps://www.eme ald.com/insigh /2631-357X.h m Recei ed 19 Oc obe 2019 Re ised 22 Janua y 2020 Accep ed 16 Feb ua y 2020 Jou nal o Indus y-Uni e si y Collabo a ion Vol. 2 No. 2, 2020 pp. 67-78 Eme ald Publishing Limi ed 2631-357X DOI 10.1108/JIUC-10-2019-0017 ad ancemen . In he ma ke , 90% o he cus ome s pu chase a p oduc be o e checking backg ound. Cus ome s a e s essing an ex a en husiasm o e e y upee ha hey pu in o an objec . Packaging is one o he keys o he publica ion o a ac i e images, colou s, symbols, a icles and emblems ha e a a dis ance been he mos in ensi e and impo an shipmen linked be ween consume s and he b and owne s. The Indian FMCG ma ke place is elied upon o g ea e han wo old o $104 billion ia 2020 om he p e ailing $49 billion. The adap able bundling indus y in India is e alua ed a $12–15 billion (ou o he comple e bundling comme cial en e p ise qua e o $30–35 billion) andis g owing 15–17%inkeepingwi hannum. The enla gemen p ice is al oge he equipped o boos up o nea ly 20% o he pe iod o a couple o yea s om now. Packaging i em has de eloped o be an en e p ise-p omo ing de ice o agencies in an uncommonly o ce ul comme cial middle. The buying conduc o cus ome s u he mo e enli ened ia amazing bundling, colou , w appe and a ious highligh s. I imp o es income, indus ial cen e quan i y and b ings down he p ices o publicizing and showcasing and ad ancemen . As indica ed by (Rundh, 2005), he pe cen d aws in he a en ion o cus ome s g ea e like a speci ic whole upwa d h us o hei pic u e and in igo a es he iew o he cus ome a ound he objec . Simila ly, bundling passes on uncommon p ice o objec (Unde wood, 2003;Silayoi and Speece, 2007);i in eali y ills in as pa ne a i ma ion equipmen o sepa a ion and enables clien s o de e mine he i em om an ex ensi e scope o pa allel objec s. A mode n examina ion p oposes on unmis akable componen s o bundling, and he e has been an e ec on suppo e shopping pe o mance (Ampue o and Vila, 2006;Bloch, 1995). Addi ionally, a couple o expe s inspec he e ec o bundling owa ds al e na i es on clien ’s en i e pu chase name al hough some o he s –on e e y de elopmen owa ds way o clien s. 2. Cu en e iew o li e a u e Packaging equi es excellen ma e ials, use o he i em and sa e y p ecau ions and equi es uniqueskills, suchas a ac i e colou s,g aphics and pho og aphs, o inc ease hequali y o he p oduc . Packaging is a ma ke ing me hod ha allows FMCG in en o ies o be b anded in compe i i e ma ke s. Rou ine Packaging is a sys ema ic sys em o dis ibu ing p oduc s wi hou p oblem and wi hou edundancy (Sudha and Nee a, 2014). Packaging is one o he maincomponen s o p icing, s uc u ing and p omo ion. A lo o shoppe swould ind a genuine, loo -b eaking package and aise people’s expec a ions abou pu chasing i ems. Nice quali y packaging wi h a g ea place in he mind o he consume . I emains in he minds o cus ome s along hose lines ha buye s wan o look o he i em e en as a pu chase, hus bundling o wa d sel . The impo ance o packaging design as a ool o communica ion and b anding is ha o compe i i e ma ke s o packaged ood p oduc s. Visual package elemen s play a key ole, ep esen ing he p oduc o many consume s, especially wi h a low le el o in ol emen and has e. Mos consume s ha e shown ha hey use label in o ma ion, bu would like i o be simple (Silayoi and Speece, 2004). A look a (Saeed e al.,2013) e eals ha cus ome s pu chase mo ep oduc s a e lookinga a well b anded p oduc and ha labeling has a di ec e ec on he consume 's pu chasing beha iou ; Behzad, (2014) shows ha packaging and he posi ion o a ious media ing ac o s, such as g aphics, design and colo , con ibu e o he success o b anding and ma ke ing; and Colo is ubiqui ous and a sou ce o media ion; Indi iduals will be able o decide be ween 62-90 pe cen o he es is based on colo s in 90 seconds om hei ini ial con ac wi h ei he pe son o p oduc . The in en ional use o colo s can also no only help o di e en ia e p oduc s om i als, bu can also in luence moods and emo ions–heal hy, op imis ic o nega i e–and hus help o inc ease o dec ease he desi e o colou s, enhance mood, calm cus ome s and educe he ime o awakening, among o he hings (Singh, 2006). Colo a ec s cus ome s’a i udes, eelings and beha iou s. Ad e ise s mus always ake no e o colo s so ha cus ome s can pe cei e hei p oduc s emo ionally and physically (Lab ecque and Sain Pa ick, 2013). In his way, he business mus be cons an ly engaged a he same ime JIUC 2,2 68 as he packaging colo ing in o de o ha e an e ec on he cus ome 's shopping ac i i ies and (Thomas, 2011) s a es ha he packaging ma e ials and w appe s on he e i o y con ain gian elemen s in he packaging o he i em; as he ex a po ion o he cus ome did no buy he goods due o he igh ening packaging o he clo h. Thus, he packaging ma e ials and w appe s a e exquisi ely excellen and hus ha e an e ec on he selling o i ems. Baik e al. (2011) has explained ha i a company designs an o e - he-coun e p oduc wi h ad anced ac o s and an excellen labeling e ec on consume s who shop o p ac ice, i may aim o achie e he highes magni icence. Since he mos desi able people a e hose can e ed consume s who migh bemo e conscious o hei sel -wi hin socie y and, o ha eason, wan o be mo e igilan on a egula basis when selec ing any symbol o p oduc . Noo ani and Kodanda ama Se y (2007) ake a look a he esea ch ha manu ac u e s can make he igh modi ica ions o inno a i e packaging designs, enable he cus ome o comple e he speci ica ions and disc imina e agains i als in he indus y. P oduc inno a ion is conce ned wi h a numbe o co e elemen s o enhancing e iciency and quali y. Because each pe son wan s some hing new a e a high quali y ime, and o ha eason, companies ypically e ain changes in hei packaging s a egies and p oduc ypes, colou s, and la ou s, in o de o d aw cus ome s o he indi idual as a whole and o ake a look a wha has been accomplished (Rundh, 2005) desc ibes he o e all p opo ions and aims o and p o ides elegan p omo ions. 3. Objec i es and hypo hesis The esea ch hypo heses a e amed om he objec i es o he s udy. In acco dance wi h he esea ch amewo k and he p io i associa ions de eloped by s udies, hypo heses a e de eloped o be examined in his s udy. (1) To e alua e e ec o packaging ac o s by he demog aphic o he esponden s. (2) To s udy he ypes o media exposu e ha in luence on buying beha iou o consume s. (3) To assess he e ec o packaging elemen s o he pu chasing mode o buye s. (4) To app aise packaging s a egies’e ec i eness owa ds c ea ing a pu chasing mode o consume . (5) To inspec he buye ’s pe cep ion owa ds packaging s a egies o p oduc s. H1. The e is no signi ican in luence o media exposu e on consume pu chase beha iou owa ds packaging o p oduc s. H2. The e is no signi ican e ec o packaging ac o s on consume buying beha iou . H3. The e is no signi ican impac o packaging elemen s on consume in he case o buying beha iou . H4. The e is no signi ican di e ence in consume pe cep ion wi h packaging s a egies. H5. The e is no signi ican impac o packaging s a egies on consume s’buying beha iou . 4. Resea ch gap, signi icance and amewo k F om he scene, a ious in es iga ions o he li e a u e e iew and amed concep ualiza ion a e pe o med by he schola s. They a e ocussing mainly on he packaging e ms and hei pe o mance. Only some o he s udies a e abou he s a egies o he oleo hepackaging in he Packaging s a egies and consume beha iou 69 changed compe i i e si ua ion o he ma ke in he Indian ma ke s. The p esen s udy is mainly ocussing on o e alua e he e ec o packaging ac o s and elemen s on consume buying mode owa ds hei selec ed i ems in he ma ke and also ocusses on consume pe cep ion ega ding packaging s a egies. Which ha e been implemen ed? Fu he mo e, wha a e he p ocedu es conduc ed by he ma ke e o impac he pu chase buying beha iou wi h he i em packaging. Wi h he end goal o he p esen examina ion, packaging is be concep ualized as i includes ad ancing, secu ing and upg ading he p oduc . Packaging ad ances he i ems by pulling in o conside a ion. The p incipal limi ed ime assignmen o he packaging is o pull in conside a ion. Since disce nmen is pa icula , he bundle ough o be in ended o d aw in conside a ion in an ou wa dly jumbled condi ion and educa e he pu chase . Packaging’s add o he momen acknowledgmen o b and and induce he pu chase o ge i . The bundle impa s mo e o he buye han he eal i em, a he pu pose o p ocu emen whe e he cus ome chooses. The Packaging mus pass on he p i ilege o en husias ic cha ac e is ics abou he p oduc s ha i ills he cus ome ’s need. I was ha ing a g ea e ole o in luence he consume s by image, in o ma ion, cha ac e is ics and ad an ages o he p oduc . P oduc packaging is one o he s a egies o e e y o ganiza ion, as an in e nal s a egy o inc ease long- e m sales. Because, mos o he cus ome s acqui ing and condemning he p oduc by i s packaging con igu a ion be o e buying. 5. Ma e ials and me hods Mye s’(1999) esea ch is a s a egic bluep in o in es iga ion o new inno a ion; i explo es ha collec ing and analysing da a om he undamen al pos ula ion. This sec ion in ol es he discussion on he da a wo king o he s udy. 5.1 Pa icipan s and p ocedu e The p esen s udy adop s analy ical esea ch design. Fou majo ci ies we e selec ed om wo newly o med s a es in India o he collec ion o he esea ch da a; hose ci ies we e Secunde abad and Hyde abad om Telangana s a e and Vijayawada and Am a a i om Andh a P adesh in India. The scope o he esea ch s udy is limi ed o ou ci ies o wo s a es in India only. 5.2 Tools and da a collec ions Keeping in iew on esea ch objec i es, he p ope su ey oll was d a ed o he esponden s. A s uc u ed and closed-ended ques ionnai e was p epa ed and dis ibu ed among he esponden s o cap u ing hei esponses pe aining o a iable o he packaging s a egies. The ques ionnai e was inalized a e p e- es . The esea ch ques ionnai e has wo pa s o he s uc u e. In ha , majo i e ques ions ela ed o he demog aphic p o ile o he esponden s we e conside ed in he i s pa ; and he second pa was made up o 26 ques ions dis ibu ed be ween ou a iables. Fi e ques ions we e amed o know he in luenceo he media exposu e on esponden s abou packaging, i e ques ions we e included o assess he pe cep ion o he esponden s ega ding packaging s a egies, six ques ions we e aimed o unde s and he impac o packaging ac o s and 10 ques ions o assuming he e ec s o he elemen s owa ds consume buying mode. Each ques ion measu ed di e en pe cep ion ega ding he a iableo packaging s a egies. Resea che s used i e-poin Like scale o measu ing he consume esponse a e ega ding ou a iables o he s udy and he scale in he ange o 1(s ongly disag ee); 2 (disag ee); 3 (neu al); 4 (ag ee); and 5 (s ongly ag ee). A su ey was unde aken du ing he mon hs o Augus 2018–Ap il 2019. Da a collec ion was s a ed om he second week o Augus 2018. The da a collec ion was o e by he end o Decembe 2018. O e all, 892 ques ionnai es we e dis ibu ed o he sample esponden s unde he con enience sampling JIUC 2,2 70 me hod; we we e able o ecei e eedback om 93% (836) o he esponden s om he ou ci ies o wo s a es (Table 1). 5.3 S a is ical ools used The ollowing ools we e applied o analysis; analysis o a iance has been used o iden i y he mean di e ence in he g oup means in he sample. Pea son co ela ion used inds he linea associa ion among selec ed a iables and mul iple eg essions explo e he ela ionship be ween he independen and dependen a iables. Fo he analysis, p ospec i e, esea che has used 23.0 e sion SPSS package; MS excel o ables and edi de i ed da a om he ou pu o SPSS. 5.4 Demog aphic p o ile o esponden s Table 2 discloses ha he p o ile o he esponden s om he selec ed sample size and p o ile e eals abou he gende , income le el, occupa ion s a us, educa ional p o ile and age o he esponden s in he esea ch s udy. S.No Ci ies S a e Sample Useable e u ns Pe cen age a e% 1 Secunde abad Telangana 223 212 95 2 Hyde abad Telangana 223 214 95 3 Vijayawada Andh a P adesh 223 211 94 4 Am a a i Andh a P adesh 223 199 89 To al 892 836 93 Pa icula s Classi ica ion No o Responses % Age (in yea s) Below 22 183 21.9 23–32 237 28.3 33–42 233 27.9 43–52 137 16.4 53 and abo e 46 5.5 Gende Male 589 70.5 Female 247 29.5 Educa ion Ma icula ion 76 9.1 10 þ2 112 13.4 G adua ion 230 27.5 Pos -g adua ion 275 32.9 Abo e PG 143 17.1 Occupa ion Go . employee 255 30.5 P i a e employee 306 36.6 Business 99 11.8 Homemake 84 10.0 S uden 92 11.0 Mon hly income (in upees) Below 20,000 90 10.8 20,001–30,000 128 15.3 30.001–40,000 321 38.4 40,001–50,000 204 24.4 50,001 93 11.1 To al n5836 100% Table 1. Sample and esponse a e Table 2. Demog aphic s a is ics o esponden s (n5836) Packaging s a egies and consume beha iou 71 Desk 2 discloses esponden ’s demog aphic s a is ics, pa icipan s we e g ouped in o i e g oups by hei age g oups. The esul s e eal ha 28.3% candida es belong o he age g oup o 23–32 yea s, 233 pa icipan s wi h 27.9% con ibu ion belong o 33–42 yea s and leas 5% o hem we e 53 and abo e; 5.5% o he esponden s we e 51 and abo e yea s. Male and emale we e no in equal p opo ion in he sample, 70.5% o he whole esponden s we e male accompanied by 29.5% o emales. As a as educa ion p o ile o esponden s is conce ned, mos o he esponden s had a ained educa ion pos -g adua ion (32.9%), and ollowed by 27.5%, 17.1%, 13.4% and 9.1% belonging o G adua ion, abo e PG and 10 þ2 and Ma icula ion, espec i ely. As a as occupa ional p o ile is conce ned, mo e han 36.6% o he esponden s a e wo king as p i a e employees, and i is obse ed ha 30.5%, 11.8%, 11.0% and 10.0% a e wo king as go . employees, business people, s uden s and homemake s. I is e iden ha he mon hly income o he majo i y o he esponden s, 38.4% o amilies, was be ween 30,001 and 40,000 ollowed by 24.4%, 15.3%, 11.1% and 10.8% wi h he income o 40,001–50,000, 20,001–30,000 and 50,001 and abo e and below 20,000. 6. Consequences and discussions Be o e he es hypo hesis, he e is need o examine he eliabili y and alidi y es o esea ch da a wi h he help o C onbach’s alpha es ; i measu es he in e nal consis ency o all dimensions o esea ch da a; minimum accep able alpha sco e is abo e 0.70 (Ade son and Ge bing, 1988). This con i ms he alidi y and eliabili y o p esen s udy. Majo a iables: media exposu e, consume pe cep ion, packaging ac o s and packaging elemen s o clien no ion a e conside ed. Alpha alues we e calcula ed one a e he o he o each a iable o measu ing a iables’ alidi y and eliabili y. C onbach’s alpha alues o media exposu e, consume pe cep ion, packaging ac o s, packaging elemen s and packaging s a egies a e obse ed o be 0.757, 0.780, 0.844, 0.802 and 0.811. The esul alues disclose all a iable esea ch da a ha e good alidi y and eliabili y. So, his da a is help ul and could be used o esea ch hypo hesis es ing (Table 3). 6.1 Resul s o ANOVAs I ’s a s a is ical ool used o he analysis o he di e ence among g oup means in a sample by using F-dis ibu ion. Resul s a e gi en in he ollowing ables. 6.1.1 Media exposu e in luence on pu chase beha iou o esponden s H1. The e is no signi ican in luence o media exposu e on consume pu chase beha iou owa ds packaging o p oduc s. The esul s o one-way ANOVAs a e gi en disk 4, he esul s show ha he media exposu es ha e signi ican in luence on buye s’beha iou and alue o Fdis ibu ion is 80.622 and s a is ically signi ican alue is 0.001, since he s a is ical signi icance alue is <0.05. Hence, i ’s smalle han he p- alue. Subsequen ly, gi en s a emen is s ongly ejec ed. This Ques ionnai e I ems Alpha Media exposu e 5 I ems 0.757 Consume pe cep ion 5 I ems 0.780 Packaging ac o s 6 I ems 0.844 Packaging elemen s 10 I ems 0.802 Packaging s a egies 16 I ems 0.811 No e(s): Packaging s a egies: Packaging elemen s and packaging ac o s Table 3. Scale cons uc ion JIUC 2,2 72 e idence e eals ha media exposu e has g ea in luence on buye s mo i a ing hem o pu chase he p oduc s (see Table 4). 6.1.2 A ec packaging ac o s in pu chasing mode o consume s H2. The e is no signi ican e ec o packaging ac o s on consume buying beha iou . The desk e eals he esul s o ANOVAs. I shows ha packaging ac o s -s a is ical alue is 92.762 and s a is ical signi icance assessmen is smalle han signi icance alue. The inal ou come is null hypo hesis ejec ed. Finally, packaging ac o s ha e be e e ec on buying mode o consume s (Table 5). 6.1.3 Impac o packaging elemen s owa ds pu chasing ac ions o clien s H3. The e is no signi ican impac o packaging elemen s on consume in he case o buying beha iou . Table 6 e eals ha -dis ibu ion alue is 53.248 and he alue o sig. is ze o (p< 0.05). The esul s explo e ha he null hypo hesis (H3) s a emen is s ongly ejec ed and s a emen o al e na i e hypo hesis accep ed. Packaging elemen s ha e an impac on he buye s’ pu chasing ac ions. 6.1.4 Consume pe cep ion owa ds packaging s a egies H4. The e is no signi ican di e ence in consume pe cep ion wi h packaging s a egies. Table 7 e eals ha he consume pe cep ion F- alue is 40.170 and i s signi icance alue is 0.000 which is smalle han he signi icance alue (p< 0.05). This is indica ing ha he mean di e ence in consume pe cep ion ega ding s a egies o packaging is s a is ically signi ican . So, al e na i e hypo hesis accep ed and he null hypo hesis is s ongly ejec ed. 6.1.5 Packaging s a egies impac on he buye ’s beha iou mode H5. The e is no signi ican impac o packaging s a egies on consume s’buying beha iou . The box e eals ha 38.127 is he a iance be ween g oups and 42.031 is he a iance wi hin he g oups and ollowed by he alue o he F-dis ibu ion is 105.873 and i s signi icance alue Sum o squa e d Mean squa e Sig Be ween g oups 56.074 7 8.011 80.622 0.001 Wi hin g oups 81.177 807 0.099 To al 137.251 824 Sum o squa es d Mean squa e FSig Be ween g oups 41.211 5 8.243 92.762 0.000 Wi hin g oups 72.814 819 0.089 To al 93.194 824 Sum o squa es d Mean squa e Sig Be ween g oups 29.197 7 4.171 53.248 0.000 Wi hin g oups 63.997 807 0.078 To al 93.194 824 Table 4. Resul s o ANOVAs Table 5. Resul s o ANOVAs Table 6. Resul s o ANOVAs Packaging s a egies and consume beha iou 73 is 0.001. Thus, he esul discloses ha bes inno a i e p oduc s a egies ha e mo e in luence owa ds buye s’pu chasing mode and also ul il equi emen s o clien s (Table 8). 6.2 Pea son co ela ion es esul s Pea son co ela ion es is help ul o iden i y he linea ela ionship be ween he selec ed a iables and i has alues om þ1 o1; he e þ1 alue indica es pe ec co ela ion, 1 alue e eals nega i e co ela ion and 0 alue implies no co ela ion. The nume ical alues o co ela ion coe icien e lec he deg ee o ela ion be ween a iables. Pea son co ela ion esul s e eal in he ollowing disks 7, 8, 9 and 10. Desk 9 discloses he associa ion be ween media exposu e and buying mode o esponden s; selec ed exposu e a iables such as ele ision ( 50.567 ** ), newspape and magazine ( 50.515 ** ) a e ha ing s ongly associa ed wi h he consume pu chase beha iou a he 1% signi icance le el, whe eas ou doo ( 50.471 ** ) and In e ne ( 50.425 ** ) ha ing anega i e and aweak co ela ion wi h buying mode o consume s a he 1% signi icance le el. Radio ( 50.310 ** ) ha ing weak co ela ion wi h he consume buying mode a he 1% signi icance le el (Table 9). Packaging ac o s such as p oduc sa e y (PF1) ( 50.590 * ), good-quali y packaging (PF5) ( 50.575 ** ) and appea ance (PF2) ( 50.526 ** ) a e ha ing s ong ela ions be ween ac o s o packaging and pu chasing mode a he 0.01 signi icance le els, and ac o s such as sache packaging (PF4) ( 50.302 ** ) a e ha ing nega i e associa ions wi h consume buying beha iou a he 0.01 signi icance le el (Table 10). Desk 11, he Pea son echnique esul shows associa ion be ween elemen s o packaging such as p in ed in o ma ion and buying ac ion o he consume ( 50.612 ** ) and colou o packaging ( 50.542 ** ) a 0.01 signi icance le els, and desk also e eals he weak ela ionship be ween elemen s and consume buying ac ion; ollowed by he backg ound image o he packaging ha ing a weak ela ionship wi h he consume ( 50.405 ** ) a 1% o signi icance le el (Table 11). Sum o squa e d Mean squa e FSig Be ween g oups 19.850 12 1.654 40.170 0.000 Wi hin g oups 33.437 812 0.041 To al 53.287 824 Sum o squa e D Mean squa e FSig Be ween g oups 38.127 7 5.447 105.873 0.001 Wi hin g oups 42.031 807 0.051 To al 80.158 824 S.No Media exposu e Pea son co ela ions ( ) 1 TV 0.567** 2 Radio 0.310** 3 Newspape and Magazine 0.515** 4 Ou doo 0.471** 5 In e ne 0.425** No e(s): Signi icance le el o co ela ion a 1% ( wo- ailed): ** Table 7. Resul s o ANOVAs be ween consume pe cep ion and packaging s a egies Table 8. Resul s o ANOVAs Table 9. Pea son co ela ion esul s among media exposu e and buye s’ buying mode JIUC 2,2 74