How culture influence on the product packaging to gain competitive advantage

How culture influence on the product packaging to gain

competitive advantage?

A case study on Partex Group

Dhaka, Bangladesh.

Dissertation prepared by Mohammad Anwarul Alam

ID: 0005OTOT1007

Submission date:

University of Wales Institute Cardiff (UWIC)

A Case Study on Partex Group 2010

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Abstract

This research is about discussing different cultural factors that influence packaging and also

consumer buying behavior. The research broadly discusses the different cultural factors that

foods and beverage industries should follow to gain competitive advantage and also to create

brand loyalty among the consumers. Opinion from different author has been discussed in the

study regarding different cultural factors that influence product packaging.

The various research methods for data collection that researcher used in the study also

mentioned. For the research the researcher collected data from Partex Food & Beverage

customers and also from management of Partex Food & Beverage.

The analysis and discussion involved examination of secondary data collection and primary data

collection and which shows that customers and management perception towards cultural factors

that influence product packaging. To satisfy the Bangladeshi consumers how organisation using

different cultural factors also analyzed in the research.

Different key suggestions also discussed at the end of the study about the influence of culture on

product packaging. The suggestion will help organisation to create brand loyalty and also

increase sale of the product through effecting use of culture on product packaging. In the

suggestion different cultural factors such as language and geographic region how help

organisation to gain competitive advantage. Also it suggest organisation to practice more these

factors to gain competitive advantage and create more intangible bond with consumers.


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Contents

Table of Contents Page

1. Chapter 1: Introduction…………………………………………………………….. 06

1.1 Research Background………………………………………………………….. 06

1.2 Influence of Culture on Packaging in Bangladesh…………………………….. 07

1.3 Background of Company……………………………………………………… 07

1.4 Problem Statement……………………………………………………………. 08

1.5 Significance of Study.………………………………………………………… 09

1.6 Beneficiaries of the Study…………………………………………………….. 09

1.7 Research Question & Research Objectives…………………………………… 10

1.8 Limitations……………………………………………………………………. 10

1.9 Structure of the Dissertation………………………………………………….. 11

2. Chapter 2: Literature Review ……………………………………………………. 12

2.1 Defining Culture ……………………………………………………………... 13

2.2 Defining Packaging ………………………………………………………….. 15

2.3 Culture and Consumer Buying Behavior……………………………………... 17

2.4 Packaging and Consumer Buying Behavior …………………………………. 19

2.4.1 Package Size …………………………………………………………. 20

2.4.2 Package Color …………………………………………………........... 20

2.4.3 Brand Identification and Label Information …………………………. 20

2.5 Packaging, Promotion & Culture ……………………………………………. 22

2.6 Perception of Packaging towards Consumers………………………………… 23

2.7 Effects of Culture on packaging ……………………………………………… 25

2.8 Ethical Issues on Product Packaging …………………………………………. 26

2.9 Summary of Literature Review ………………………………………………. 27


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3. Chapter 3: Research Methodologies ……………………………………………… 28

3.1 Research Approach …………………………………………………………… 29

3.1.1 Theoretical Approach ………………………………………………… 29

3.1.2 Methodological Approach ……………………………………………. 30

3.2 Research Categories ………………………………………………………….. 31

3.2.1 Exploratory research …………………………………………………. 31

3.2.2 Descriptive research ………………………………………………….. 31

3.2.3 Explanatory research …………………………………………………. 31

3.3 Strategies of Research ………………………………………………………... 32

3.3.1 Survey ………………………………………………………………… 32

3.3.2 Case study ……………………………………………………………. 32

3.4 Data Collection Sources ……………………………………………………… 33

3.4.1 Secondary Data Source ………………………………………………. 33

3.4.2 Primary Data Source …………………………………………………. 34

3.5 Research Sample Selecting …………………………………………………... 34

3.5.1 Research population ………………………………………………….. 34

3.5.2 Sampling frame ………………………………………………………. 34

3.5.3 Sample Size …………………………………………………………... 35

3.5.4 Techniques of Sampling………………………………………………. 35

3.6 Method & Instruments for Data Collection…………………………………… 36

3.6.1 Survey ………………………………………………............................ 36

3.6.2 Questionnaire …………………………………………………………. 37

3.7 Data Analysis and Presentation………………………………………………... 37

3.8 Limitation of the Study ……………………………………………………….. 38

3.9 Ethical Consideration …………………………………………………………. 38


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4. Chapter 3: Research Methodologies ……………………………………………… 39

4.1 Secondary Data Analysis ……………………………………………………... 40

4.1.1 Market Analysis……………………………………………….............. 40

4.1.2 Expenditure and Sale …………………………………………………. 42

4.2 Primary Data Analysis ………………………………………………………... 43

4.2.1 Data Analysis Customers ……………………………………………... 43

4.2.2 Data Analysis Focus Group …………………………………………… 53

4.3 Summary of Data Analysis ……………………………………………………. 62

5. Chapter 5: Conclusion & Recommendation ……………………………………… 63

5.1 Conclusion ……………………………………………………………………. 64

5.1.1 Research Question Discussion ……………………………………….. 64

5.1.2 Justification of Research Objectives …………………………………. 66

5.2 Recommendation …………………………………………………………….. 68

5.3 Limitation of research ………………………………………………………… 71

5.4 Implications for Practitioners ………………………………………………… 71

5.5 Implication of Further Research ……………………………………………… 71

6. List of Reference …………………………………………………………………. 72

7. Bibliography ……………………………………………………………………… 76

8. Appendix A ………………………………………………………………………. 80

9. Appendix B ………………………………………………………………………. 82

10. Appendix C ………………………………………………………………………. 84

11. Appendix D ………………………………………………………………………. 85


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Chapter – 1

Introduction

Background of

Research

Influence of

Culture on

Packaging in

Bangladesh

Company Overview

Problem Statement

Significance of

Study

Beneficiaries of

Study

Research Question

Research Objectives

Limitation

Dissertation

Structure

In the Chapter 1 the research of the

background is discussed and also

provides the answer undertaking this

dissertation. The chapter clearly

describes the research questions and

the objectives. The overview of the

organization is also discussed in the

chapter. Chapter also describes the

problem statement.


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1.1 Background of the Research

Business market is getting more competitive day by day. To keep up with the competition every

organization is developing their operation to gain the competitive advantage on the competitors.

To gain competitive advantage organizations are coming up with unique ideas. The FMCG

organizations are coming up with the new ideas to stay ahead on the business. Like other

business there are many factors that shape the FMCG‟s operation in any country (Cateora &

Graham, 2010). One of the major concerns for the FMCG organizations is the culture. But as

FMCG operation the culture plays a vital role. The packagings of the FMCG product are also a

major factor for the organization. The culture and packaging of the product can be integrated

with each other. Sometimes the culture shapes the product packaging. And packaging the

products according to the cultural variables can bring the competitive advantages to the

organization (Kotelr, Keller, Koshy, and Jha, 2009)

Packaging involves promoting, protecting, and enhancing the product. Packaging can be

important to both sellers and customers (Perreault, McCarthy 2005). Packaging the product

according the culture could a unique idea for any domestic FMCG organization. Many countries

have the lower literacy level than the average. And for the FMCG organization customers are

very valuable, whether they are below the literacy level or above. For the FMCG customers the

main concern is the product features and which is written on the product packaging. As a result

organization should concern the local language than the foreign language. The attractive

packaging can bring the competitive advantages too for the FMCG Company. When a counties

population is more sensitive about the own culture, the local organization should concern the

packaging according to the culture. As result organization can gain the customer loyalty and can

show the customers organization is respect their own culture.


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1.2 Influence of Culture on Packaging in Bangladesh

Packaging has a major impact on the foods and beverage industry. Innovative packaging by

foods and beverage industry helps to increase sale in recent years. The customers are getting

more attached with the products and also innovative packaging helps organisations to create

brand loyalty among the consumers. The factors using in packaging also helps organisation to

gain competitive advantage (Cant, 2010).

In recent few years culture has created major impact on foods and beverage industry. By using

local cultural factors on the product packaging organisation able to gain customer loyalty and

attracting non users towards products. The local organisations are successfully using different

cultural factors on product packaging (Armstrong et. al., 2009).

In the context of Bangladesh leading organisations like Partex, Akij, Pran and BD Foods using

different cultural factors for the product packaging. Form few years‟ organisations using more

local cultural factors than the other factors on product packaging. As a result customers are

getting more attached with the local organisation than MNC‟s.

1.3 Background of the Company

Partex group is a leading industrial trading group in Bangladesh. The Partex Group is operating

in the market since 1959. Under the Partex group there are 17 individual organizations. The

Partex Group is successful in their business with a high quality products and services. In 2000-

2001 the target turnover of the Partex Group was 8,000 million and estimating growth rate 15%

per annum. The concerns of Partex Group is Danish Condensed Milk Bangladesh Ltd, Danish

Milk Bangladesh Ltd, Danish Fruit Juice, Partex Beverage, Amber Cotton Mills Ltd, Star

Particles Boards Mills Ltd, Russel Steel Mills Ltd, Rubel Steel Mills Ltd, Partex Real Estate Ltd,

Ferrotechnic Ltd, Corvee Maritime Co Ltd, Star Chemicals Ltd, Amber Pulp and Paper

Manufacturer, DhakaCom, Webparamedics, Fotorama, Novartis.

In the beverage under the Partex Group, Royal Crown (RC Cola) is found every corner of the

Bangladesh. The Partex Beverage has different flavor in their beverage products. RC Cola, RC


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Lemon, Orange, and RC Diet are famous soft drinks around the country. Also the different fruit

juices are available for the customers (www.partexgroup.com, 2010).

1.4 Problem Statement

Customers are the biggest asset of a company or industry. By the customer loyalty organizations

can fulfill the objectives properly. It is an obvious that when customers are very sensitive

towards the local culture it is not wise to have the different culture on the product packaging. The

product packaging should contain the local culture or name to attract the customers. Also

organization can use the local cultural norms and religious picture to make the good impression

on the consumers. But in the products of Danish Biscuits the company uses the English language

on the product packaging. But it is obvious that when it is marketed in the rural areas of the

Bangladesh i.e. village sides, it will be difficult for the customers to understand the product name

and benefits of such products. It is also found on the juice products too. Because of the foreign

language on the product packaging, the customers are very unaware about the products and the

benefits they can get from the products. Other competitor of the Danish Food Products uses the

same opportunity to capture the big market share. The Akij Food Products use the local language

in the products; as a result the customers are aware of the products and the benefits they can get

from the products. This is how Akij Group gains the competitive advantages on the competitors.

The whole research will be done on the influence of the culture on the product packaging to gain

the competitive advantage on the market.

1.5 Significance of the Study

The market of the consumer goods is getting competitive day by day. Organizations are getting

more aware about the consumer buying behavior. Also many multinational organizations are

forcing the consumer to buy their products than the local products. In the competitions of the

globalization many local organization is facing more competition. The research will be done on

how organization can gain the competitive advantage to compete with the international

organization and also local competitors (Cateora & Graham, 2010). Sometime organization can

lose the vast consumer for the unawareness of the cultural influence. To gain the competitive

advantage organization need to concern more on the culture and also the product packaging. If


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the product packaging is done on the basis of the cultural influence organization can gain the vast

customers in different segments (Pride, Hughes, and Kapoor, 2010). When organization

introduce the new products or package the existing product, organization should be done on the

basis of cultural aspects. Packaging also acts as a promotion for the products. As result

organization should done the product packaging according to the local culture and should

introduce local actor actress to attract the customers (Hawkins et. al, 2004).

In the research the major point will be discussed how organization can change the consumer

buying behavior by the influence of the culture. Also organization how can package the products

on the basis of culture and also the importance of the role of culture on the product packaging.

The research will also describe where the organization is practices the cultural aspects on the

packaging or not. How organization can improve their packaging on the basis of culture.

1.6 Beneficiaries of the study

Different aspects of the culture such as lifestyle, religion, gender, and language make the great

impression on the consumer. Many organizations sometimes overlook these factors as result they

are unable to stay in the competition in the business. The research on the cultural influence on

the product packaging can lead to a solution for those organizations that overlook influence of

culture on product packaging. The major beneficiaries of the study may for the FMCG

organization to create good impression on the consumer. Also some of the study will be

beneficiaries for the academic knowledge. There will be a real life research which will help the

new organizations to understand the impact of culture on product packaging.

1.6 Research questions

i. Why it is important to consider local culture for product packaging?

ii. How can product packaging according to culture differentiate the product from

competitors?

iii. Which cultural factors majorly shaping products packaging?


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1.7 Research Objectives

To examine the role of culture on packaging decisions in the context of food and

beverage industry of Bangladesh.

In the context of Bangladesh market, the culture is important for the organization.

Organizations sometimes overlook the role of culture on the product packaging decision.

To address the core factors influences the packaging decisions.

Major factors of the culture influence on the product packaging by which organization can

gain the competitive advantage.

To evaluate consumer perception on packaging in the Context of Bangladesh

The factors of the culture can also create the brand loyalty for the organization. As a result

organization should examine which factors can create the brand loyalty.

To examine how packaging influences consumer buying behavior

The consumers are always sensitive towards the own culture. The buying behavior of

consumer can change for different factors and culture is one of them. As result organisation

should examine how culture can change the consumer buying behavior.

1.8 Limitations of the study

For the small sample size of the research it may difficult to get accurate result.

Another limitation that can create problem through the research is financial and time for the

research.

The people may be reluctant to reveal the actual condition of their cultural practices on the

product packaging.

The secondary data is always full of uncertainty that also could lead towards the inaccurate

result for the research.


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1.9 Structure of the dissertations

Chapter 1: Introduction

This introductory chapter provides a brief impression of the background of the research, followed by the discussion of the problem as well as stating the significance of the study. Furthermore, it highlights

the research questions and objectives that the paper ultimately intends to prove, and lastly it concludes with the limitations of the research and structure of the dissertation.

Chapter 2: Literature Review

The chapter commences with the critical evaluation of the scholars’ viewpoints regarding the management of quality in services. It then proceeds with the frame of references underlining the

application of TQM principles, and the potentials to overcome the barriers that obstruct successful implementation.

Chapter 3: Research Methodologies

The chapter explicitly defines the methods that made the research possible, stating the research approaches and strategies, along with the types of instruments and sampling techniques the

researcher chose to apply. Moreover, the limitations encountered and the ethical reflection of the research has been mentioned.

Chapter 5: Data Analysis & Presentation of the findings

The chapter relays the data in regard to the topic, in the form of primary and secondary findings. Secondary analysis conveys the data collected on Partex financial and market position. Furthermore,

the primary analysis presents the appropriate linkage between findings and concepts.

Chapter 6: Conclusions and Recommendations

The concluding chapter answers the research questions with justification of the research objectives that were introduced at the beginning of the paper. The closing part of the chapter provides

recommendations for the Partex and the limitations encountered throughout the study, in addition with the implications for future research.


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2.1 Defining Culture

Chapter – 2

Literature Review

1. Defining Culture

2. Defining Packaging

3. Culture and

Consumer Buying

Behavior

4. Packaging and

Consumer Buying

Behavior

5. Packaging,

Promotion & Culture

6. Consumer Perception

of Packaging

7. Effect of Cultures

on Packaging

8. Ethical Issues on

Product Packaging

9. Summary of

Literature Review

In this chapter contains literature

review of the research topic. The

literature review contains different

aspect of the culture and the product

packaging from various authors. Also

this chapter talks about different

factors of culture for product

packaging and how these factors

shape consumer behavior.


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Culture, subculture, and social group are mainly vital control on consumer buy. One person‟s

wants and behavior is determines by the cultural fundamental (Armstrong et. al., 2009). The

influence of culture on product packaging determines perception of customer toward the

particular product. Customers are always sensitive toward the product and the features of the

products. Some culture and the subculture influence on consumer buying decisions. The culture

shapes human mind on the product purchasing decision (Cramphorn, 2001).

The subculture is also an important aspect for the organization. Each subculture and social class

is particularly important influence on consumer buy (Cant et. al., 2009). Subcultures include

nationalities, religions, racial groups, and geographic regions. To serve large cultural or

subculture groups organisation often uses different strategies to serve them, the different

programs could be promotion, packaging, and also price factors. The people from different

subcultures have different cultural aspects. As result it shapes human mind on purchasing

decision (Kotler & Keller, 2006).

In addition to cultural factors, a consumer‟s behavior is influenced by such social factors as

reference groups, family, and social roles and status. Culture is the accumulation of shared

meaning, rituals, norms, and traditions among the members of an organization or society

(Solomon, 2003). These factors can create vital effect on the product packaging and also for the

business. As result organisation sometimes comes with different innovative ideas to fulfill every

needs of the society (Kotler and Armstrong, 2010).

For business or for any products culture is an essential part for the organization to be considered.

It is also important for both locally and internationally for the organization. For the international

market culture varies from country to country. In the human life culture is learned by the three

ways. In the formal learning young learns the culture from the elder or from the siblings how to

behave. In the informal learning a child learns through imitating behavior of others, family,

friends or by the TV characters. And in the technical learning child learns the culture from the

institution, what should be done and how it should be done (Schiffman & Kanuk, 2005).

On the product purchasing decision consumers sometimes create the cultural identity by the

purchasing. To establish self identities the products that acquire cultural meaning to consumers

and consumers are very much sensitive to those particular products (Peter, Olson, 2005). On the


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Culture

Different Subculture Social Groups

Influence Consumer on

Purchasing Decision

products purchasing decision culture plays an important role. The diagram below shows

importance of culture on packaging and also different culture factors or groups influence on

product packaging.

According to Hawkins, Best, Cony, 2004, culture is the complex whole that includes knowledge,

beliefs, art, law, morals, customs, and any other capabilities and habit acquire by humans as

member of society (Hawkins, Best, Cony, 2004). There are several aspects of the culture that

need to consider. According to Hawkins, Best, Cony, 2004 there are several things in the culture

need to be elaborate.

1. Culture is comprehensive concept. It includes almost everything that influences an

individual‟s thought processes and behavior.

2. Culture is acquired. It does not include inherited responses and predisposition.

3. The complexity of modern societies is such that culture seldom provides detailed

prescription for appropriate behavior. Instead, in most industrial societies, culture

supplies boundaries within which most individuals think and act.

4. The nature of culture influence is such that people are seldom aware of them.

Figure: 2.1 (Source - Schiffman & Kanuk, 2005)


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2.2 Defining Packaging

The packaging is a container of a product. It includes the design, color, shape, labeling, and

materials used and all together and it gives the physical appearance of a product (Arens, 1996).

Packaging promotes and protects the products. Packaging can be important to both seller and

customers. It is obvious that it protects the product but also it gives the recognition of the product

through the logo or the name. That makes the easy for the customers to purchase the product.

The purchasing decision is made by the customers packaging of a product is first thing customers

notice and by the attractive packaging customer made the decision to purchase that particular

product (Cant, 2010).

Different authors argue that packaging of products is not only an extension of a product also

serves as a promotional tool. The packaging is not play a major attribute for the product but it is

only combination of together name, logo/geographic symbol, the personality and the slogan of

brand (Keller, 1998). The importance of packaging cannot be underestimated. Sometime

organisation measure consumer brand perception and ignore product packaging. Often

consumers react towards unbranded products where packaging plays an important role.

Packaging helps to drive the way consumers experience a product. But still organisations spend

little on the researching the packaging and connection between consumers and packaging (Rice

and Hofmeyr, 2000).

Good packaging often made easier to identify the products and also promotes the brand for the

organisation (Perraeult & McCarthy, 1991). The packaging is important element for organisation

provides information and promotional tool when it is displayed on shelve of departmental stores,

and by this customers select the particular products (Dalrymple, Parsons, 2002). This is how

packaging can create the positive impression on the consumer buying behavior. Also packaging

sends a message to the customers about the product feature, specialty, importance and also the

benefits of the products. For the product packaging there are few objectives to be fulfilled. The

diagram shows the different objectives of the product packaging.


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Figure: 2.2 (Source – Dalrymple, Parsons, 2002)

As a promotional tool packaging is can be a very useful source. By the attractiveness of the

product packaging customers are willing to buy the particular products. Firms sometimes get

good response by the product packaging than organisation could get through different

advertising. The proper packaging can also lower the distribution cost. Good packages also save

space and easier to handle and display (Perraeult & McCarthy, 1991). Sometimes products get

damaged while it is transporting to stores and by the good and proper packaging it does not lead

towards the damage. As a result it reduces the cost of good damaged in the shipment. It can make

a product more convenient to use or store-and prevent spoiling or damage (Armstrong et. al.,

2009). The diagram shows that packaging has different perspective for the customers and also

for the organisation.

Figure: 2.3 (Source - Perraeult & McCarthy, 1991)

Physical Protection

Barrier Protection

Contaiment or Agglomeration

Information Transmission

Reducing Theft Convenience

Marketing

Packaging

As promotional

Tool

Prpmotes Brand

Prevent Damage


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2.3 Culture and Consumer Buying Behavior

In the consumer buying behavior the cultural aspects are very important. The culture itself is a

broad and pervasive in nature, its study generally requires a detailed examination of the character

of the total society, including such factors as language, knowledge, laws, religions, food

customs, music, art, technology, work pattern, products, and other artifacts that gives society its

distinctive flavor (Schiffman, Kanuk, 2005). The uncertainty is obvious on the culture.

According to Schiffman, Kanuk, 2005, the human behavior which is influenced by the culture

the organisation take this behavior naturally. For example, when consumer researchers ask

people why they do certain thing, they frequently answer, “Because it is right thing to do”

(Schiffman, Kanuk, 2005).

On the other hand in the consumer buying behavior the promotion is also plays an important

role. According to Rajgopal (2010), stated that on the consumer buying behavior promotion can

be very effective. The promotion sends the message about the reliability of the product and also

demonstrates the different factors practically. As a result consumer buying behavior can be

influenced by the promotion too (Rajgopal 2010).

Culture determines the needs of the people of the society. It teaches them every aspect of the

social rituals. The social norms and values also learnt by the culture. It offers order, direction,

and guidance in all phases of human problem solving by providing “tried-and-true” methods of

satisfying physiological, personal, and social needs (Schiffman, Kanuk, 2005). It determines that

culture has major effect on the human nature. And on the product purchasing decision the human

nature is always plays an important role. The people learn from the culture and the practices of

the culture can influence to buy the products. As a result the customer from different culture has

different buying behavior (Imran, 1999).

To shape consumer buying behavior also the other factors such taste, price, and features

important. Accrding to Hawkins, Best, Cony, (2004), the products with the best features with

less price is an important factors for the consumers. Rather that culture prices and taste for the

foods precuts shape human nature on product purchasing decision.


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There are several aspects of the culture that need to consider. According to Schiffman, Kanuk,

2005 there are several things in the culture need to be elaborate.

Figure: 2.4 (Source - Hawkins, Best, Cony, 2004)

For consumer buying behavior authors has different thoughts and as a result the consumer buyng

behavior can shape by different things. According to Rajgopal (2010) promotion plays a vital

role but on the other hand according to Schiffman, Kanuk, 2005 culture is important for shaping

consumer buying behavior. Also the other factors such taste, price, and features of the product

has effect on purchasing decision.

In addition to cultural factors, a consumer‟s behavior is influenced by such social factors as

reference groups, family, and social roles and status (Kotler & Keller, 2006). Culture is the

accumulation of shared meaning, rituals, norms, and traditions among the members of an

organization or society (Solomon, 2003). These factors can create vital effect on the product

packaging and also for the business. As result organisation sometimes comes with different

innovative ideas to fulfill every needs of the society.

Culture is comprehensive concept. It includes almost everything that influences an individual‟s thought processes and behavior.

Culture is acquired. It does not include inherited responses and predisposition.

The complexity of modern societies is such that culture seldom provides detailed prescription for appropriate behavior. Instead, in most industrial societies, culture supplies boundaries within which most individuals think and act.

The nature of culture influence is such that people are seldom aware of them.


20

For business or for any products culture is an essential part for the organization to be considered.

It is also important for both locally and internationally for the organization. For the international

market culture varies from country to country. In the human life culture is learned by the three

ways. In the formal learning young learns the culture from the elder or from the siblings how to

behave. In the informal learning a child learns through imitating behavior of others, family,

friends or by the TV characters. And in the technical learning child learns the culture from the

institution, what should be done and how it should be done (Schiffman & Kanuk, 2005).

On the product purchasing decision culture is an important factor the consumers. It is always

culture shapes the human nature and behavior on the products purchase. The major factors that

shape the consumer decision are religion, lifestyle, language and the social norms and the rituals.

To get the attention of the customers, product packaging is an important part.

2.4 Packaging and Consumer Buying Behavior

For the organization it is always difficult to understand the consumer buying behavior. Like

other marketing strategies organization implement many packaging strategies for attract the

customers. Packaging designs and specific product characteristics are also marketing strategies.

On the innovative packaging organisation spend millions of dollars to attract customers, and

packaging is obviously major element for the organisation (Peter, Olson, 2005).

It is obvious that packaging can shape the consumer buying behavior. But on the other hand the

different factors of the products can also be very important for the consumer buying behavior.

Reliability and reputation of the products are major part for consumer buying behavior (Linda

Gorchels, 2006). The service quality of organisation and quality of products also determines

consumer buying behavior. The packaging is only an outer look of products but the product itself

should be high quality for shaping consumer behavior (Claver and Giles 2006).

On the other hand the packaging is a first thing consumers sees of a product. The package itself

proves the product quality. The quality products use innovative packaging for customers to

attract. The customers are always very choosy on the product purchasing decision. If in a super

store two products are placed in the shelves and both of them are same in price but only

difference is one is on the white cupboard and another one is in an attractive packaging. It


21

obviously the customer will select the attractive packaging product on the shelf (Fishel and

Catherine, 2005).

To make good impression of the product towards the consumer the package size, package color,

and brand identification and label information is very important.

2.4.1 Package Size

Package sizes can influence not only which brands consumers choose but also how much of a

product they use on particular occasion (Fishel and Catherine 2005). For the consumer the size of

the product packaging does matters. For the larger packages consumer feel comfortable because

it does not bring frequent to the stores as a result for the frequent journey consumers goes for the

larger packages.

2.4.2 Package Colors

In addition to the nature of the package itself, package colors are thought to have an important

impact on consumers‟ affect, cognition, and behavior (Peter, Olson, 2005). This impact is more

than just attracting attention by using eye-catching colors (Peter, Olson, 2005). It is obvious that

attractive colors, innovative symbols, and designs can create positive impact to the consumers.

By Peter, Olson, 2005, it has been argued that package colors connote meanings to consumers

and can be used strategically. The innovative colour of the packaging can create different

understanding among the consumers. This change can appeal to young, affluent consumers

(Peter, Olson, 2005). It has also been reported that consumer perception of products may change

with a change in package color (Peter, Olson, 2005).

2.4.3 Brand Identification and Label Information

Brand identification is an important part for the packaging. Proper brand identification and label

information give the positive impression to the consumers. The brand identification and label

information on the package provide additional stimuli for consideration by the consumer (Peter,

Olson, 2005). The brand identification simplifies the consumer purchasing decision and also it

develops the loyalty towards the consumers. The label information such as instruction, contents,

lists of ingredients or raw materials warnings for use and care of products also important part for


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the packaging. For some products, this information can strongly influence purchase (Fishel and

Catherine 2005).

Packaging of a product can shape the consumer buying behavior significantly. By different

authors the other factors such as quality and reputation also a major factor for the consumer

buying behavior. The most important factors for different author is packaging because packaging

is the first thing consumer notice and the reliability and reputation can be delivered by the

packaging. As result packaging can shape consumer buying behavior. The diagram shows how

packaging consumer buying behavior (Fishel and Catherine 2005).

Figure: 2.5 (Source – Fishel and Catherine, 2005)

Consumer Buying

Behavior

Packaging

Provide Reliablity

Proves Quality

Attract Customers

Provide Valuable

Infromation


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2.5 Packaging, Promotion, and Culture

Now days the marketing environment has become more complex and competitive. Advertising is

highly effective means of communication for the consumers those who are exposed to it. For

reaching the entire market and segment the advertising is not a reasonable prospect. And media

is becoming more difficult for reach different segments to communicate with customers and

forcing organisations to adopt more innovative way to communicate and reaching different

segments (Hill and Tilley, 2002).

On the other hand where advertising has limited reach to customers the product packaging is a

major element which every consumer experience and which has strong potential to attract vast

target market. As a result product packaging is an extremely powerful and unique tool in the

modern marketing environment. The packaging has different benefits for the organisations to

reach consumers of different market segments. Many organisations believes that packaging

influence consumers more than advertising. The packaging has direct impact on consumers

because this how consumers perceive and experience the products. In the most cases

organisations experienced that package design influence more consumer perception of particular

brand than advertising (Ampuero and Vila, 2006).

Packaging plays an important role for communicating the brand positioning where products has

low advertising support. Packaging of a product sends proper message to the consumers rather

than advertisement (Rudh, 2005). Packaging plays a dual role for the organisation and this is

what makes packaging unique marketing tool. Where other forms of communication fleeting, the

packaging plays a crucial role. The packaging plays crucial role on the point of sale and after the

actual purchase. The packaging provides customers with right indication and sign both at the

point of purchase and during usage. The packagings firstly attract customer‟s attention and also

communicate the benefits of the products. And secondly it provides tools for the consumers need

to experience the benefits when using the products (Löfgrun, 2005).

The product packaging has significant effects on consumer buying behavior. Also as a marketing

tool packaging serves as an important tool for the organisation. For reaching the vast segments of

the consumers product packaging plays major role than advertising. The consumers who are out

of reach of the advertising technology where product packaging is an essential element for the


24

organisation. The innovative packaging can attract the customers and increase sale of the

products. And also the innovative packaging can be created by the cultural practices on the

product packaging. To influence consumer‟s local culture plays an important role (Sinclair &

Knowles, 2006).

2.6 Consumer Perception of Packaging

Packaging creates the first impression towards the consumer. The packaging itself is a

promotional tool for the products. By the attractive packages organization gain the attention of

the customers to maximize the sale of the products. The packaging can also create the emotional

bonding with customers. The customers‟ perception of the good or services is a complex

construct (Czinkota & Kotabe, 2001).

According to Czinkota & Kotabe, 2001, intangible are the most important than the other

industrial goods such as computers. One therefore differentiates three products aspects:

1. The core product is the good or services itself- the bare bones versions.

2. The tangible product indicates elements such as design, color, packaging, and any other

physical dimensions that provide benefits to the customers.

3. The augmented product is further enriched by including warranty and service benefits,

the reputation of the firm, and the psychological benefits conveyed by the product.

It is obvious that packaging itself is a five second promotion for the products. But in the five

seconds it is difficult to provide many features of the products and also demonstrate product

quality. The promotion is a natural way to describe the product not the packaging. According to

Arens (1996), promotion can create the emotional bond and greater impression for the products.

Packaging is visual of the product for few seconds and in few seconds emotional bond cannot be

created. As result packaging can deliver the different information but it is not possible to deliver

emotional attachment (Arens, 1996).

The one of major consumer perception of packaging is to get proper information. As a result

organisation modifies their product strategies according to the different factors. The packaging of

a product can be modifying according to the age, gender, religion, and other major cultural

factors exist in the society (Jedlicka, Wendy, 2009). The package color can also play important


25

role for the packaging. As result perception of the packaging towards consumers is to increase

product sale and make people aware about the product features (Bellizzi, Joseph, & Robert Hite,

1992).

On the other hand, consumers are always sensitive towards the products and the features. The

packaging can deliver the proper information to consumers but still the modification of the

packaging according to age, gender, and religion cannot increase consumer loyalty and product

modification also a major part to achieve consumer loyalty. Where packaging modification only

delivers information but product modification shows the actual features for the different age

groups and genders (Linda Gorchels, 2006).

According to Lu, Daniel, and Wong (2008) there are different factors have contributed to the

growing use of packaging as a marketing tool.

Figure: 2.6 (Source - Lu, Daniel, and Wong, 2008)

The four aspects shows how important is packaging for the consumer and the organizations. As a

promotional tools organization can use the packaging. The packaging not only convoys the

message to the customers but also create positive impression towards the products.

•A increasing number of products are sold on a self service basis. given that 53 percent of all purchases are made on impulse , the effective packages operates as a "five seconds commercial".

Self Service

•Rising consumer affulence means consumer are willing to pay a little more for the convinence, appearence, dependability, and prestige of better package.

Consumer Affulence

•Package contribute to instant recognition of the company or brand.

Company and Brand Image

•Innovative packaging can bring large benefits to consumers and profits to producers.

Innovation and Opportunity


26

The color, shape, and size of packaging can all catch the shoppers‟ eye and encourage impulse

purchases, as can the product name, price, and details of special offer (Lindquist & Sirgy, 2003).

By the packaging consumer can understand the different aspects of the product. The details of

the special offer can be effective in the packaging (Bone et. al., 2001).

2.7 Effect of Cultures on Packaging

In the packaging of the products culture is important factor to be considered. In the language, life

style, religion, and other aspects of the culture can the shape the product packaging. In the life

style now days the families are getting smaller in size. Single man and women are found more

than before. As result it is always wise to make smaller packages for the particular segments. The

single working male and female always look for smaller packages or single serve options

(Banathy, 1992).

The language of product packaging is an important concern for the organisation. Customers

prefer more local language on the packaging. It is always hard for customers from country side

to understand other language than local language. Language is part of consumer culture and local

language creates positive impression on consumer (Lu, Daniel, and Wong, 2008). In different

culture there are different meanings exists for colors. For many culture color white represent

symbol of peace and purity. As a result using such colors, organisation can attract customers

(Nigel and Belinda, 2006).

Practicing religion symbols and norms on packaging is effective method for the organisation.

Using different religion symbols and norms allow organisation to attract customers. And as a

result customers get more attached with products. The emotional bonding with the religion can

deliver through product packaging (Nigel and Belinda, 2006). Religion is very sensitive matter

for the any culture. As a result using of the religion symbols and the pictures of God and

Goddess (where many God or Goddess exists in a religion i.e. Greek or Hindu religion) on

disposable product packaging may distract customers on purchasing decision (Berg-Weitzel &

Laar, 2001).

For the packaging of the product colors also plays an important role. Color selection may vary

from culture to culture. Colors can change the meaning of the products in many cultures. It is not


27

true that every color is accepted in different cultures. The negative impact of culture may turn

away customers from a specific product. The color green attracts the many customers in the

Middle East market. But the same color is not accepted in the China and France. Black color of

the product packaging is not accepted in the Hong Kong. It convey the meaning that product is

inferior quality (Ackerman & Frank, 1993).

2.8 Ethical Issues on Product Packaging

In the product packaging organization should consider about the ethical factors. Organization

cannot overlook social responsible on the product packaging. Social responsible on the product

packaging is an important matter for the organization. It is obvious that world is getting more

polluted day by day. For some extent the packaging of the product also plays a role to pollute the

environment. After using the product it only remains the package of the product. But if the

product package is not well enough to disposable it will act as a waste to pollute the

environment.

Also in the packaging information it should contain the proper information about the product.

But some time organizations mislead the customers by the limited information about the

products. In the United States it is a major factor to be considered by the organization. The

Federal Fair Packaging and Labeling Act (of 1966) which requires, packaging should provide

consumer more information (Perraeult & McCarthy, 1991). The law also calls for the industry to

reduce the package size and make label more useful.

Where some law is creating the positive impact for the consumers but still there are many

problems remains in the product packaging. In the product packaging there has many

organizations that make the product packaging look alike the brand products. It leads the

consumer in confusion.


28

2.8 Summary of Literature Review

The chapter is discussed about the different factors that should be considered for the effective

packaging. The effectiveness of culture and the consumer buying behavior towards the culture

creates great impact for the product sale. The different techniques of the product packaging that

use organisations to attract the customers is discussed to understand the effective packaging. The

influence of culture on consumer buying behavior is also a major part to be concerned for the

organisation.

Culture shapes the consumer buying behavior and creates impact on the sale of the product. The

packaging should attract the consumer from every culture. The influence of packaging also an

important part for the organisation the different package size and colors make different

impression towards the consumers. The different factors such as size, color, and durability of the

packaging discussed for the effective packaging. The packaging has different perception towards

the consumers.

Different organisations have different perception such as some have promotional perception or

some organisation deliver the different knowledge by the packaging. The theory of the

perception of packaging discussed to deliver proper perception towards the consumers. Also

culture has major effect on the product packaging. This chapter also discussed about the

packaging how it plays an important role as marketing role. Also how effective packaging can be

as an advertisement tools.

The theory is discussed to show the different cultural perception towards the packaging and how

can gain competitive advantage by creating culturally diverse packaging. The major and not least

concern for the organisation on packaging is the ethical issues of the packaging. The unethical

practices on packaging can create negative impact for the products. The different factors of the

ethical and unethical issues discussed to overcome many problems.


29

Chapter – 3

Research Methodologies

Research

Approaches

Research Categories

Data Collection

Sources

Research Sample

Selecting

Methods &

Instrument for Data

Collection

Data Analysis &

Presentation

Limitation of the

Study

Ethical

Consideration

The chapter explicitly defines the

methods that made the research

possible, stating the research

approaches and strategies, along with

the types of instruments and sampling

techniques the researcher chose to

apply. Moreover, the limitations

encountered and the ethical reflection

of the research has been mentioned.


30

Chapter – 3

3.1 Research Approaches

There has different approaches to the research such as theoretical or and methodological

approach to the research. The theoretical approach has two variants and they are deductive and

inductive. Also for the methodological research it has two variants the qualitative and

quantitative (Bryman & Bell, 2007).

Figure: 3.1(Source – Bryman & Bell, 2007)

3.1.1 Theoretical Approach

The deductive approach if the hypothesis of the problem is true then researcher can go towards

the conclusion. And for the inductive approach researcher start collecting the different data for

problem statement, and get to the conclusion (Diggens, 2009).

Research Approach

Theoritical

Deductive Inductive

Methodological

Qualitative

Quantitative

Theoritical Approach

Deductive

Present Conclusion analyzing theories

Inductive

Observation to Theory


31

Methodological Approach

Quantitative

Numerical Data

Qualitative

Word or Picture data

Figure: 3.2 (Source – Diggens, 2009)

The research is the based on the deductive approach to find the conclusion of the problem

statement also the literature review is concerned for the deductive approach for the FMCG

organisation. But later in the research the inductive approach will be used to analyze the

arguments and give recommendation on the topic.

3.1.2 Methodological Approach

In the quantitative research the data are structured as the numerical form. For the deeper

understanding of the problem the qualitative approach is done. In the qualitative approach most

of the research is done on the people and situation and the data present on the basis of words or

picture than the numbers (Malhotra, 2004).

Figure: 3.3 (Source - Malhotra, 2004)

The research will be conduct on both variant of the approach qualitative and quantitative. The

qualitative data will help to understand the consumer perception towards the packaging of the

Partex Group. By the quantitative data researcher can determine the different factors that

shaping consumer buying behavior.

The qualitative data will collect different organisations of the market to analyze what extend

Partex Group practicing the effective packaging for the consumer to gain competitive

advantage. By qualitative data is researcher can describe the secondary data and also it helps

researcher to understand different threats for the organisation.


32

3.2 Research Categories

There are different categories present for the research such as exploratory, descriptive, and

explanatory (Coldwell & Herbst, 2004).

Figure: 3.4 (Source – Coldwell & Herbst, 2004)

3.2.1 Exploratory

To find out the problem more accurately, clearing the idea, and abolish unreasonable concept and

shape proper hypothesis, the major goal of the exploratory research. The survey of the

exploratory research does not seek for the characterize result but the interview conduct for the

people who can give insight information of the research and that support the variables (Coldwell

& Herbst, 2004).

3.2.2 Descriptive

The descriptive research describes the analyzing past data and question, surveyed people

beginning of the data collection. By the different answer such as how, who, when, where, and

what is the key target for the descriptive research (Lewis, 2007).

Research Categories

Exploratory

Descriptive

Explanatory


33

3.2.3 Explanatory

The main aim of the research is to analyze the situation or problems, but it does not explain the

connection of different variables. For this research many changes occur in the variables because

of changing one variable and it is predicted by the researcher (Yin, 2003).

This research conducts both the exploratory and explanatory research. The organisation’s

packaging whether shaped by culture or not can be find out by the exploratory and how local

(Bangladeshi) consumer distinguish organisation packaging that shapes the local culture.

This is what the exploratory research will demonstrate.

3.3 Strategy of Research

This is the framework for the researcher to how research will be conducted and answers the

different question of the problem by analyzing the different variables. The limitations of the

research of which researcher might face during the study and also the ethical issues that might

occur during the survey that includes in the research strategy (Saunders et al., 2007).

3.3.1 Case Study

For the in depth investigation the case study is more valuable for the research. It provides a link

between experience and the real life context. It is more like a vehicle to combine different data

collection method (Fellow & Liu, 2005). The method is more advantageous to the researcher

who wants to get deeper into the investigation of the problem.

3.3.2 Surveys

The survey result is presented on the statistical format and the data are collected by the large

number of population and statistical sampling. The data collected by the different method like

interviews and questionnaires. As result it has a link with deductive approach and mainly used

for the exploratory research.

The research is conducted on both strategies. The survey gathers the information from the

large number of consumer those who use the particular products and determines the


34

perception towards the packaging. The case study allows the researcher to go depth of the

problem topic and gather to most update information about the problem.

3.4 Data Collection Sources

Figure: 3.5 (Source – Fellow & Liu, 2005)

3.4.1 Secondary Data Source

The data already gathered by the other people for different purposes which is secondary data

collection source. For the current research problem researcher can use secondary data to plan the

objectives and questions.

The secondary data is used to complete the following research. In the theory chapter

secondary data is analyzed to different view of the authors about the influence of the culture

on product packaging. Also the market analysis of the Partex Group with the different

organisation is done on later chapter. The researcher has collected different secondary data

from the organisation and also from internet. The different sources of the secondary data:

Library Books

Emerald Journals

Partex Group Website

Different Internet Sites

Data

Secondary

Books Journals Internet

Primary

Questionnaires

Inerview Survey


35

3.4.2 Primary Data Source

Primary data is collected by the researcher to conduct a specific research. The primary data is

one‟s own finding for the problem. For collecting the in depth information about the problem the

primary is much valuable for the researcher (Diggenes, 2009).

The primary sources of data collected by the focus group employees to understand effect of the

research topic. The primary data on focus group done by provided key questions for employees

and helps understand researcher to investigate deeper for the research result. Also in the

second primary data is done on the customers. In the data analysis chapter primary data is

used and the data is collected for different sources:

Focus Group Interview

Questionnaires

3.5 Research Sample Selecting

3.5.1 Research Population

The people who are examined during the research to find put the result of the problem question

is refer to population. The population research is done on the basis of survey and questionnaires

(Dornyei, 2008).

The population consider in the study are all internal and external customers of the Partex

Group. As the large number of the population was not possible to cover so the small sample of

the population is selected.

3.5.2 Sampling Frame

All the elements that needed for the research and by which the sample is drawn is called the

sampling frame (Ember, 2009).

The researcher has collected information from 250 responded coming out form different

departmental stores and local shops and among them 50 were non user of the Partex

Beverage. As a result 300 respondents included in the research.


36

3.5.3 Sample Size

In the research the sample size was total 370. In the research 20 employees selected for focus

group interview. The customer sample size was 350 for the survey question and 200 responded

on the survey question.

Figure: 3.6

The reason for selecting 20 employees is the limitation of the time for the researcher. And also

employees were not comfortable to disclose information for different threats. For the time

constraint researcher only used 20 employees on focus group data analysis. Also in the

customer survey people were afraid of privacy and for this reason it was hard for researcher to

survey on 350 employees. As a result researcher used 200 samples to find the proper result.

3.5.4 Techniques of Sampling

The people are less exited while the survey is ongoing and also for the large amount of the

population, as a result judgment sampling was conducted, for the study. The people are chosen

regarded to provide accurate information. The researcher used stratified random sampling and

the process give the researcher more accurate result on the problems. There few common

techniques for the non-probability and probability. They are:

Focus Group Interview

20 Employees Selected

Customers 350

Responded 200

Not Responded

100

Non User 50


37

• Simple random sampling

• Systematic sampling

• Stratified sampling

• Cluster sampling

• Multi-stage sampling

Probability or representative

sampling: choosing a sample using random selection so that the

chance of each element in a populaion being included is known.

• Quota sampling

• Purposive sampling

• Snowball sampling

• Judgment sampling

• Convenience sampling

Non-probability or judgmental sampling:

choosing a sample using techniques in which the chance or probability or selecting each element in the population is not

known.

Figure: 3.7 (Source – Saunders, Lewis and Thornhill, 2003)

To create the sample of 350 responded the researcher used these two techniques in the research.

3.6 Methods & Instruments for Data Collection

3.6.1 Survey

The information of the problem or topic is collected by the researcher from different

respondents. Two types of survey can be conduct by the researcher to get satisfactory

information for the problem or topic. The first survey can be conducted on employees to

understand the practicing the culture on the product packaging to attract customers. And another

can be conduct with the customers.

The first survey was conducted with the interview of the management and executives of Partex

Group, and major question was for the executive and management about the packaging

strategies. The second survey was conducted with the consumers of the Partex Group and to

get detail information about how they perceive packaging changed by cultural factor.


38

•The main purpose of setting the questionnaire for consumers is to know about their perceptions towards the packaging of Partex Group and whether they are culturally influenced or not.

Questionnaire for Consumers

•The main purpose of preparing Questionnaire for management was to know about some insight packaging strategies that the companies are using to satisfy their respected Bangladeshi consumers.

Questionnaire for

Management

3.6.2 Questionnaire

For collecting data the questionnaire is used for the respondents. The questionnaires are set of

arranged question and presented it to the respondents. The questionnaires are two types in nature

one is close ended and another is open ended (Malhotra, 2004). The questionnaires are given in

Appendix A.

Two types of the questionnaire are used in the research one is for the management and

executive of the Partex Group and another is for the customers of the Partex Group. Both of

the questionnaires designed on the basis of influence of culture on packaging. The diagram

shows the purpose creating two questionnaires for the research. The questionnaires are given

in Appendix A and B.

Figure: 3.8 (Source – Malhotra, 2004)

3.7 Data Analysis and Presentations

For the analysis Microsoft Excel and SPSS 14 is used by the researcher and to produce the

structured result after collecting the raw primary data by the questionnaires set in Appendix. The

next chapter discussed about the results and the findings of the different questions and also used

graphs and charts so that reader can easily understand the findings.


39

3.8 Limitations of the study

During the research the researcher faced different problems. The reliability of the research

depends on the limitations of the research. The various limitation of the research are:

1. For small sample size of the research it may difficult to get accurate result.

2. Another limitation that can create problem through the research financial and time for the

research

3. The people may be reluctant to reveal the actual condition of their cultural practices on

the product packaging.

4. The secondary data is always full of uncertainty that also could lead towards the iaccurate

result for the research.

3.9 Ethical Consideration

During the research time the researcher need be aware about different ethical issues. Also the

ethical issues ensures that research has been done in proper manner and without harming anyone

or society. Below describes the different ethical consideration considered by researcher during

research.

1. During the research, the researcher has collected only for the purpose of the study. And

also ensures that it will not use for other reason.

2. The researcher ensures customers that answers will not be disclosed.

3. While reporting the data researcher was very careful to prevent any false result and

sustain research reliability.

4. The researcher has made questionnaires without harming any racial, religion, and social

groups.


40

Chapter – 4

Discussion & Data Analysis

Secondary Data

analysis

Market

Analysis

Sale by

Increasing

Expenditure on

Packaging

Primary Data

Analysis

Data Analysis

Focus Group

Data Analysis

Surveyed on

Customers

Summary of data

Analysis

The chapter relays the data in regard

to the topic, in the form of primary and

secondary findings. Secondary

analysis conveys the data collected

on Partex Group financial and market

position. Furthermore, the primary

analysis presents the appropriate

linkage between findings and concepts,

based on the two surveys focus group

interviews and customers of Partex

Food & Beverage.


41

4.1 Secondary Data analysis

The food and beverage industry is getting more competitive day by day. The cultural influence is

also creating pressure on the foods and beverage industry. As result companies are getting more

aware about the influence of the culture. Organisations are shaping their different strategies to

gain competitive advantage. To aware about the products organisations practicing culture more

on the product packaging. Also organisations need to understand the influence of the culture on

the product packaging. The organisation need to consider culture in the first place while

marketing the products. It is obvious that consumers are always sensitive towards the local or

own culture. As result practicing the culture on the product packaging can create the positive

impact on the consumer buying behavior. The leading foods and beverage companies in the

Bangladesh are Partex Foods and Beverage, Akij Food Products, Pran Cola, and Globe Soft

Drinks Limited. The companies mentioned all are the leading food and beverage companies in

Bangladesh. The organisations practicing influence of culture on the product packaging. As

result people are more aware about the products.

4.1.1 Market Analysis

Organisations are getting aware about the cultural factors for gain competitive advantage. In the

beverage industry of Bangladesh the competition is getting higher day by day. For the effects of

the globalization many international organisation are capturing the Bangladesh market. As a

result to protect the local market, local beverage companies playing a major role. In the food and

beverage industry of Bangladesh the Akij Food and Beverage has large market share and the in

the 2nd is Partex Foods and Beverage limited the figure 4.1(a) and 4.2(b) shows the market share

of the different organisations. The market share of the different companies of food and beverage

industries improved significantly by practicing the culture on the product packaging. The figure

shows the recent years of progress in the product selling and significant increase in the market

share.


42

0

1

2

3

4

Partex AkijPran ColaGlobe Soft Drinks Limited

Market Share (2008)

0

1

2

3

4

5

Partex AkijPran ColaGlobe Soft Drinks Limited

Market Share (2009)

Figure: 4.1(a) Figure: 4.1(b)

The increasing market shows that practicing culture on the product packaging increased in the

product sale and increases the market share. Leading organisations, during this time changed

their packaging strategy and people are more aware about the products. The involvement of the

culture on the product packaging created the bond with the customers. By practicing the culture

on the product packaging Partex Foods and Beverage increased their market share than the

leading food and beverage company Akij. Designing the product on different cultural occasion

according to the local festival also created the major impact on the sale of the product.

Organisations now modify their packaging for the different festivals such as wishing on the

“Shuvo Nababorsho” (Happy New Year for Bengali New Year festivals). Also for the different

Bengali festivals Partex Foods and Beverage modify the packaging to attract customers. And

also it shows the respect for the local culture by the organisation. It gives the opportunity for the

organisation to retain the local customers and also attract new customers. This is how in the

recent years leading foods and beverage companies increased their market share. The market

share of the Partex Foods and Beverage don‟t have much different with the Akij Foods and

Beverage. And as result Akij Foods and Beverage is the major competitor of the Partex Foods

and Beverage.


43

4.1.2 Sale by Increasing Expenditure on Packaging

Figure: 4.2

The above graph shows that Partex Foods & Beverage‟s sale rise significantly after increasing

expenditure on the product packaging. In the time range of 2007 and 2008 organisation increased

expenditure on the product packaging and also it help them to increase in the sale. In the time

range of 2008 and 2009 organisation did not increase significant amount on the packaging but

still the sale is raised than better than the period 2007 and 2008. The organisation modified their

packaging by different cultural factors on the packaging and also modified the packaging for the

different cultural festivals. As a result people were more aware about the product on 2007 and

2008. The effect of the product awareness increased sale in the time period of 2008 to 2009. The

major reason for increasing in the sale, Partex modified the packaging to make people aware on

the different cultural festivals. Such as Partex Foods and Beverage they used wishing “Shuvo

Nababorsho” (Happy New Year) to wish people on the Bengali New Year on their packaging

label.

0

10000

20000

30000

40000

50000

2006-2007 2007-2008 2008-2009

Partex Foods & Beverage

Expenditure on Packaging Sales Others


44

4.2 Primary Data Analysis

4.2.1 Primary Data analysis surveyed on Customers

The research data is collected from the customers of the Partex Food & Beverage coming out

from different large departmental stores of the Dhaka city. The researcher collected data from

200 customers of the Partex Food & Beverage for analysis. The questionnaire in Appendix B

is given to the 350 customers and only 200 customers responded in the survey.

SQ1. Are you familiar with the company name Partex Foods and Beverage?

Figure: 4.3

In the chart it shows that majority population is known about the Partex Food & beverage. Only

a small no of population are not familiar with the Partex Food & Beverage. It indicates that

Partex Food & Beverage is very popular among the customers. As result organisation has large

number of customers for their products. It is a positive side for the organisation. The large

number of customers also determines the large market share in the local market.

0

20

40

60

80

100

120

140

160

180

Yes No


45

SQ2. Do you agree that you are familiar with the different products of Partex Food &

Beverage?

Figure: 4.4

The majority population is well known about the Partex products. In the chart out of 200

customers mentioned that they are well familiar about the different Partex food and beverage

products. When the populations are well known about the products range of an organisation can

involve in profit maximization process of an organisation (Cant, 2010). As result the familiarity

Partex Food & Beverage products among the people is a competitive advantage for the

organisation. The more people aware about the product the more non user will become user of

the products.

0 20 40 60 80 100

Agree

Strongly agree

Neutral

Disagree

Strongly Disagree


46

SQ3. Do you agree that you are familiar with different packaging of the Partex Foods &

Beverage?

Figure: 4.5

The majority customers are strongly aware about the different packaging of the Partex Food &

Beverage. As a result organisation created strong relationship with the customers by the

packaging. The familiarity of the product packaging determines that organisation has large

number of customers in the market and the large number of customers could be one competitive

advantage of the organisation. By the chart it can be also assumed that by practicing different

cultural factors on packaging and innovative packaging, customers are more familiar of the

products and the packaging of the products.

0

20

40

60

80

100

120

140

Agree Strongly Agree Neutral Disagree Strongly Disagree


47

SQ4. In different Partex Foods & Beverage products of packaging what attract you most?

Figure: 4.6

The practicing culture on the product packaging of Partex Food & Beverage has created positive

impact on the customers. This is shows that customers very sensitive towards the local culture.

Also the different names of the Partex Food & Beverage are considered by the second majority

people. A customer who is sensitive towards the local culture will be willing to buy the Partex

products. From the survey result chart it can be assumed that customers of Partex Food &

Beverage are concern about the practicing culture on the product packaging. Packaging creates

the first impression towards the consumer. The packaging itself is a promotional tool for the

products. By the cultural factors using on product packages organization gain the attention of the

customers to maximize the sale of the products (Czinkota & Kotabe, 2001).

0

10

20

30

40

50

60

70

80

Color Name Design Information PracticingLocal Culture

15

45 40

20

80


48

SQ5. Do you agree Partex Foods & Beverage practicing proper culture on their packaging

and that influence you the buy Partex products?

Figure: 4.7

The above chart shows majority for the majority customer agreeing on the fact. The practicing of

culture on product packaging created positive impact to customers. As a result customers get

influenced by the factor and that lead towards the purchasing Partex products. The product

packaging always influences customers on their purchasing decision. Consumer perception

towards packaging is very important for the organization. This is how organization gains the

trust of the consumers. And also it is important for consumer to gain trust on the product. The

package must convey to a potential not just what the product is but also what it does (Czinkota &

Kotabe, 2001). The Partex Food & Beverage is delivering the proper cultural meaning to the

customers and as result customers are very influenced to buy the products.

10%

61%

8%

13%

8%

Agree Strongly agree Neutral Disagree Strongly Disagree


49

SQ6. Do you agree that innovative packaging influence you to buy the products?

Figure: 4.8

Innovative packaging is the first thing customers see and it is also first thing before the purchase

decision made (Cant, 2010). The innovative packaging can create through different elements

such as design, color, shape, labeling, and materials used and all together gives the innovative

appearance of a product (Arens, 1996). The chart above shows that majority customers

influenced to buy the products for the innovative appearance of the products. It can be assumed

that innovative packaging can increase product sale and also can increase organisation profit.

Also innovative packaging can be created by using different cultural factors on the products. As

already Partex Food & Beverage done on their product packaging.

Agree 40%

Strongly agree 30%

Neutral 12%

Disagree 10%

Strongly Disagree 8%


50

SQ7. Do you agree that packaging of Partex products influences you brand loyalty?

Figure: 4.9

To create loyalty of the customers, product packaging plays an important role. Consumer loyalty

cannot gain within days it needs time and proper strategies, and when loyalty is gain by the

organisation it leads towards the competitive advantage. To create influence on the buyer‟s

decision packaging is an important element to get customers loyalty. And the practicing of the

culture can create that effect on the consumers buying decision. The chart shows that majority

population or the customers are very concern about the loyalty. As Partex practicing culture on

their products it can influenced buyer to purchase products. The survey result shows that

majority customers influenced by the product packaging.

25%

45%

10%

12%

8%

Agree

Strongly Agree

Neutral

Disagree

Strongly Disagree


51

SQ8. Do you agree that you would continue to purchase Partex products as long as they

promote culture?

Figure: 4.10

The survey on the customers shows that majority customers they will buy the Partex products as

long as they practice culture on packaging. From the survey it can be assumed that users of

Partex Food & Beverage are influenced by the culture on packaging. As result this concludes can

be done that culture has a positive impact on consumer buying behavior. Also it can be say that

the influence of the culture on the product packaging can influence consumers to buy the

products and also it can lead organisation towards competitive advantage

36%

34%

10%

14%

6%

Agree

Strongly Agree

Neutral

Disagree

Strongly Disagree


52

SQ9. Do you agree if other organisations start using innovative packaging using culture,

are you going to switch to that particular brand?

Figure: 4.11

The statistical shows that majority customers may switch to other brand if they start making

innovative packaging that contain cultural factors. And another majority customer, disagreeing

on that particular fact given to them for the survey. As result it could be threat for the

organisation. If the Partex cannot continue their innovative packaging they might lose some

valuable customers. It can be conclude from the data that other organisation on the same industry

can be threat for the Partex Food & Beverage.

0

10

20

30

40

50

60

70

Agree StronglyAgree

Neutral Disagree StronglyDisagree


53

SQ10. To what extent do you agree that in the packaging of the Partex Foods & Beverage

practicing different factors of culture need to be improved?

Figure: 4.12

Partex Foods & Beverage need to improve their product packaging. By the survey it can be

assumed. The majority percentage of the population agreeing on the fact that organisation needs

to improve their different cultural factors that are practiced on the packaging. To attract new

customers towards the Partex Food & Beverage organisation need to improve their existing

packaging. Also for the existing customers to gain their proper faith it could be major factor for

the organisation. As the survey already showed that cultural factors are very sensitive for the

customers and for this reason organisation need to improve their packaging where they need to

be improve.

49%

18%

14%

19%

Agree Strongly Agree Neutral Disagree Strongly Disagree


54

4.2.2 Data Analysis Focus Group

The research data is collected from the management of the Partex Foods and Beverage. By the

arranging group discussion the data is collected for the analysis. The questionnaire in

Appendix A given to the focus group for the discussion.

RQ1. What extent you think culture effects on the product packaging?

Discussion with employees and managers revealed that the effect of the culture on the product

packaging is very high to gain competitive advantage. The majority employees mentioned that

effect of culture on product packaging very high and for the employees it an important factor for

the organisation. By the interview it can be conclude that the influence of culture or effect of the

culture on the product packaging is a vital term for the organisation. Also the knowledge about

influence of culture on product packaging by the employees shows that employees are very

aware about the fact.

The employees of the Partex Foods & Beverage are very concern about the effects of culture on

the product packaging. According to the employees of Partex Foods & Beverage, modifying the

product packaging can create positive impact on the sale of the products. Also for the customer

attraction practicing culture on the product packaging is an important factor. To gain competitive

advantage or increase in sale of the products organisation is well capable of practicing culture on

the product packaging. On the product purchasing decision consumers sometimes create the

cultural identity by the purchasing. To establish self identities the products acquire cultural

meaning to consumers are very much sensitive to those particular products (Peter, Olson, 2005).

As result by practicing culture on the product packaging has an enormous effect in the

purchasing decision.


55

RQ2. In what extent your organisation practicing culture on product packaging?

In the focus group interview, employees are very concerned about the culture on the product

packaging. Also they are very much aware about the organisation practicing culture on the

product packaging. The discussion below shows that from the point of view employees,

organisation practicing culture on packaging in high rate but also majority employees mentioned

they need to improve in the packaging.

The discussion result revealed that although they are practicing culture on the product packaging

highly but still they need to be improved in many factors of culture on the product packaging. It

also determines that if the improvement that require for the organisation on product packaging

and not done timely, organisation might lose the faith of the customers on their products. By the

dissatisfaction of the customers organisation also might lose big portion of the market share and

also it could reduce the product sale. The dissatisfaction of the consumers on the products or in

the product packaging could lead towards the disaster for the organisation (Kotler & Keller,

2006). As result Partex Foods & Beverage should improve in their packaging where they need.

For gaining competitive advantage the culture plays an important role. In the secondary data

analysis shows that increasing in the product sale after practicing culture on product packaging.

So to sustain the competitive advantage organisation also need to monitor the strategies they

implemented to gain the competitive advantage.

RQ3. In Culture which factors are considering more on packaging to increase product

sale?

Interview by the employees shows that organisation is practicing all the major cultural areas in

their product packaging. But the highest percentage used in the religion and the festivals factors.

The employees of the Partex Foods & Beverage mentioned that the highest increase in the sale

observed during the different festivals and religion festivals time. It can be assumed by the figure

4.13 shows that organisation majorly focuses on different religion festivals to increase sale of

their products. The product sale increase in the two major local festivals in the Bangladesh. One

is the Pholeha Boishak (Bengali New Year) and another is Pohela Falgun(Celebrating first day of

Autumn season in Bangladesh). Also in the different religious festivals Eid ul Fitre and the Eid

ul Azha the two major holy festivals for the Muslim, the sale increase significantly during these


56

0

1

2

3

4

5

6

7

8

Normal time Eid Christmas Puja

times. Also for the Hindu religion in different Puja‟s (Worship of Hindu God and Goddess)

increase of the products sale too as well as during the Christmas time. During these festivals time

Partex Foods and Beverage modify their product package to show respect for the religion

(Appendix D). As a result people from different religion get attached to the products. The below

statistics data shows the impact on the product sale during the cultural festivals time.

Figure: 4.13

The above chart shows that during the Muslim festival in both Eid the sale increase up to 7.2%

than the normal time. The majority population of Bangladesh is Muslim as a result sale higher

than the other religion festivals. Also during the Christian religion festivals Christmas and the

Hindu religion festivals Pujas the sale is also higher than the normal sale rate. From the data it

can be assumed that by wishing or practicing religion symbols can create bond with the

customers. And by the bond of the consumers the sales of the product get higher than the normal

time during the religion festivals time.

The result of the statistic data revealed that by practicing culture organisation can gain

competitive advantage. As shown in the graph the sale of the products rise during the festival

times and as a result it is a major concern for the Partex Foods & Beverage. During this time

people get more aware about the products of the Partex Foods & Beverage, and for this the affect

of culture creates bond with customers. By this effect the sale of the products continue to

increase in the future and which is competitive advantage for the organisation.


57

0

2

4

6

8

Before Practing Culture After Practicing Culture

Practicing Culture Enhance sale Performance

RQ4. Do you agree that considering culture while packaging enhance your sales

performance?

The interviews of the employees and managers, they mentioned that according to the employees

of the organisation, considering culture can create significant impact on the sales performance.

Majority employees strongly agreed considering culture can enhance sale performance. By the

interview analysis it can be assumed that practicing culture can enhance the sale performance.

Although few employees are disagreeing the fact but by the previous discussion on the religion

festivals and the local festivals it showed that culture plays an important role to enhance sale

performance. It has no doubt on the fact that culture is an important element for the product

packaging to enhance sale performance.

Figure: 4.14

The above chart shows that how culture enhance the sales performance of the Partex Foods and

Beverages. The chart contain the time period when they were not practicing the culture on the

packaging and another time period shows the increase in the sale after using culture on their

product packaging.

All the relevant data describe about the fact that on the enhancement of the sale culture is an

essential element. The statistic data shows that the increase of the sale of the Partex Food &

Beverage increased after using the cultural factors on the product packaging. For enhancement of

sale culture is an important factor to be considered by the organisation. Consumers always look


58

for the self identity on the purchasing decision. And as result consumers are look for the local

products or the local cultural factors of the product.

The packaging is an essential part to deliver the local culture thought to the customers. On the

product purchasing decision consumers sometimes create the cultural identity by the purchasing.

To establish self identities the products that acquire cultural meaning to consumers and

consumers are very much sensitive to those particular products (Peter, Olson, 2005). As a result

by delivering local cultural factors on the packaging consumers can find their local identity and

also it can change consumer‟s purchasing decision according to the product packaging.

RQ5. Do you agree practicing culture on product packaging create customer loyalty?

For gain the customer loyalty organisation implement different approaches. Many organisations

modify their product and services to get customer loyalty. Packaging sends a message to the

customers about the product feature, specialty, importance and also the benefits of the products

(Dalrymple, Parsons, 2002). By the different exclusive features and benefits customer get

attached with the product. And also by the best features organisation can gain the loyalty of the

customers. While talking about the different innovative features, culture could be another

innovative feature to gain customer loyalty through packaging. As the previous statistics data

determines that culture has a great impact on the product selling and enhancing sale

performance, so the loyalty of the customer also could be gained by the practicing culture on the

product packaging.

The discussion revealed that majority employee strongly suggesting that practicing culture can

create customer loyalty. Also the previous chart showed that after practicing culture on product

packaging sale of the product was raised and also it continue to rise in the next year. It is only

possible when consumers are loyal on their buying decisions and also in the products. By

practicing different cultural factors on the product packaging it creates an emotional bond with

the consumers and as a result consumers are willing to buy more that particular products.


59

RQ6. Do you agree that packaging is a vital component for enhancing brand image?

The packaging design, color, shape, labeling, and materials used and all together it gives the

physical appearance of a product (Arens, 1996). Packaging can be important to both seller and

customers. It is obvious that it protects the product but also it gives the recognition of the product

through the logo or the name. The packaging sends the message to the customers, which product

it is. Also sends wishes on different occasion to deliver the proper knowledge about those

particular festivals or occasion. According to the employee‟s organisation practicing this factor

mainly on the product packaging. As a result people are getting more attached with the products.

The graph shows the employees strongly agreeing on the fact that packaging is vital component

to enhance brand image.

According to employees of Partex Foods & Beverage, packaging is the vital component to

enhance brand image. The large portion of the employees strongly agreed that packaging can

enhance the brand image and also the second large number employees only agreed to the fact.

But still it proves that the packaging can enhance the brand image. Packaging is the first thing

consumer notice. Packaging is the first thing customers see and it is also first thing before the

purchase decision made (Cant, 2010). Also the good packaging makes products easier to

identify-and promotes the brands (Perraeult & McCarthy, 1991).

Also employees mentioned that packaging also an important tool for the promotion. It gives the 5

seconds promotion to the customers. When consumers selects products from store shelves,

however packaging becomes an important information and promotional tool (Dalrymple,

Parsons, 2002). For the effective promotion packaging could be important source. Good

packaging makes products easier to identify-and promotes the brands (Perraeult & McCarthy,

1991). This is how packaging can create the positive impression on the consumer buying

behavior. Also packaging sends a message to the customers about the product feature, specialty,

importance and also the benefits of the products.


60

Packaging

As PromotionalTool

Attract Customers Motivate

Customers

As Informar of the Product

Features of the Product

Provide Knowledge about

culture

According to the employees, the packaging is vital component because it provides the valuable

information about the product. The packaging is the major source to deliver the different features

of the products. The well informed packaging is always accepted among the consumers. As a

result the packaging not only increasing the sale also it is enhancing the brand image.

Figure: 4.15

RQ7. In what extent you agree that organisation considering family orientation on the

product packaging?

In the culture family orientation is a major factor need to be considered by the organisation. The

family orientation is different among the different culture. In different culture there are many

family orientation is present. In the country wise the single or small living family is found among

the US and different European Countries. But from the point of view of Bangladesh culture, the

joint family orientation is preferred more than the other form of the family orientation. As a

result organisations modify their products according to the different family orientation. For the

consumer packaging size is an important factor. The single living male or female looks for the

small packages, and it helps them to keep and also it reduces the wastage of the product. But on

the other hand people are living in the joint family always look for the larger size of the products.

As a result organisations modify their packaging according to the different family orientation.


61

On focus group interview employees agreeing that they are practicing family orientation on

product packaging highly. By the discussion with the employees it can be assumed that they are

practicing moderate on the family orientation. About 45% employees agreed that they are

practicing moderately for the family orientation. And the third majority employees mentioned

about organisation need to improve on the practicing family orientation on packaging and which

major concern for the organisation.

Package sizes can influence not only which brands consumers choose but also how much of a

product they use on particular occasion (Peter & Olson, 2005). For the consumer the size of the

product packaging does matters. Consumers are very sensitive towards the larger package of the

products. For the larger packages consumer feel comfortable because it does not bring frequent

to the stores as a result for the frequent journey consumers goes for the larger packages. As a

result the package sizes are major concern for the organisation to increase sale of the products.

Also important to deliver different sizes to the customers to fulfill customers need and demand.

The Partex Food & Beverage has wide range of product sizes to fulfill different family

orientation. In the beverage products Partex has different sizes of the package for the different

people. As an example in the cola or other flavor of the drinks they have package sizes starting

from 250 ml bottle to 2 liters bottle. The reason behind that strategy is to deliver the proper

products for the different family size. The larger families always keen to buy larger package size

for the family members. And from the point of view of Bangladesh, the joint families are found

everywhere. Also in the foods section the packages are modified to meet the different family

sizes available in the Bangladesh.

When buying Partex products consumers have different choices from the different sizes of the

products. As a result consumers are more flexible to buy the Partex products. And for this reason

sale of the Partex Food & Beverage is continuing to increase. It is obviously shows that to gain

competitive advantage, organisations need to practice family orientation on their packaging

strategy.


62

RQ8. Do you agree that practicing culture on your product packaging is accepted among

the different cultures on Bangladesh?

Culture is always sensitive among the customers and also for the organisation. The culture can

create a bond with customers and on the other hand it also can destroy the bonding between

customers and the organisation. The practicing of culture on product packaging should be done

very carefully by the organisation. The factors of the culture organisation using on the product

packaging should be accepted by different cultures among the country. In culture religion is one

of the important factors for the organisation. Among the consumer religion is much sensitive

matter. Organisation should not use any harmful material that might hurt the different religion.

As an example using Jews actor or actress picture in the packaging will not be accepted by the

Muslim religion. For gain the competitive advantage organisation should practicing the proper

elements of the culture and which is accepted among every culture around the country (Rice and

Hofmeyr, 2000).

Employees and mangers mentioned in the interview their practicing culture on product

packaging is accepted in the different culture among the Bangladesh. By the interview it can be

assumed that they are well capable of using the different cultural factors on the product

packaging. Partex Foods & Beverage uses different cultural symbols and norms for different

cultural festivals. The organisation is very concern about the religion and as a result they using

particular religious factors for the different religion. As an example during big Muslim festival

Eid they uses Eid Mubarak (Appendix “D”) to wish Muslim customers Eid Greetings and also

uses the separate wishes during the time of Hindu festival Puja. Partex Foods & Beverage give

equal priority to all religion available in the Bangladesh. Also during the non festival time they

change their packaging design without harming any religion. As result the practicing culture is

accepted among the all culture around the country.


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4.3 Summary of the Primary Data analysis

Form the data analysis it can be assumed that influence of culture on product packaging can lead organisation to gain competitive advantages. The secondary data earlier discussed shows that by practicing culture on the product packaging can increase in the product sale. The leading companies like Partex, Akij and Pran foods and beverages implemented the cultural factors on their product packaging and it helps them to increase market share. Also organisation was able increase the sale of the products. The secondary data showed that Partex Food & Beverage created strong relationship with the customers through the packaging. From the secondary data it can be conclude that influence of culture on the product packaging to gain competitive advantage has great impact.

By the primary data that survey on employees of the Partex Food & Beverage and on customers, shows that culture plays an important role to increase product sale and also to gain competitive advantage. The survey on the employees strongly suggests that culture has a positive effect on products as well as packaging. From the survey it can be said that organisation has implemented successfully cultural factors on the product packaging. The employees are very concern and aware about the different cultural factors and by implementing them successfully organisation increased product sale. Also employees are very efficient to implement the different cultural factors on the product packaging without misleading the culture. As result customers of Partex Food & Beverage

For the customers point of view the practicing cultural factors on the product packaging can increasing the brand loyalty. The survey on the customers shows that majority people is loyal about their purchasing decision. The different factors of culture on the product packaging influence consumers to buy the products. The culture can create an intangible bond with the customers. And practicing culture on the packaging tightens the bond between customers and organisation and increased loyalty for the organisation. The survey also shows that Partex Food & Beverage implemented successfully cultural factors on packaging and as a result customers are very satisfied about the factors.


64

Chapter – 5

Conclusion &

Recommendation

Research Question

Discussion

Justification of

Research Objectives

Recommendation

Language

Geographic

Region

Limitation of the

Research

Implication for

Practitioners

Implication of

Further Research

The concluding chapter answers the

research questions with justification of

the research objectives that were

introduced at the beginning of the

paper. The closing part of the chapter

provides recommendations for the

Partex Food & Beverage; and the

limitations encountered throughout

the study, in addition with the

implications for future research.


65

5.1 Conclusion

This concluding chapter is presented to answer the research question and to find out the

justification of the research objectives that is stated in the first chapter of this research. The

closing part of the chapter is about recommendation for the Partex Food & Beverage, and also

discussed limitations faced from beginning to end of the study.

5.1.1 Research Questions Discussion

Q1. Why it is important to consider local culture for product packaging?

Culture itself is a broad term to describe but even this is one of the most important factors for the

business. For any products or services there are many elements which are important for the

business. The product packaging is the essential part for the product attraction for the customers.

The packaging can be a source of the competitive advantage for the organisation. For attracting

customers, organisations implementing different strategies on their packaging and also for

increase customer loyalty. There are many elements organisations using on their product

packaging such as innovative packaging, practicing local culture and many more (Rice and

Hofmeyr, 2000).

The importance of culture on product packaging is creating major effect for the customers. By

practicing local culture in some extent it helps customers to change their purchasing decision.

The customers are always sensitive about term culture. The influence of culture on product

packaging determines perception of customer toward the particular product (Kotle & Keller,

2006). In the context of Bangladesh, culture is an essential and also sensitive matter for the

customers. In the Bangladesh there are many culture exists among the different social groups. As

a result using different cultural factors on packaging can create positive impact for the product

sale.

The culture can increase product sale of the products and also increase market share for the

organisation. Partex Food & Beverage increase their market share after implementing culture on

their product packaging. Also created brand loyalty for the customers. And it can be said it is

source of competitive advantage for the organisation. In primary data analysis from both focus


66

group and customers revealed that culture is playing vital role for the organisation as well as

customers. The research on customers showed that practicing culture can create brand loyalty

among the consumers and also shapes consumer buying behavior. As result it can be assumed

that by considering culture on product packaging organisation can gain competitive advantage.

Q2. How can product packaging according to culture differentiate the product from

competitors?

The culture is different among the different countries. The culture of a country has a major

impact for the business. And also it is a challenging matter for the organisation. The practicing

culture on the product packaging can increase sale of products and also create brand loyalty

among the customers. On the other hand culture can also differentiate the particular products

from the competitors (Hawkins, Best, Cony, 2004).

Every organisation has their own and different strategies for the business and also for products

and packaging. Globalization has created many opportunities for the multinational organisation

to operate globally. The by this factors local companies faced many threats and also face many

challenges. For competitive advantage and to increase market share MNC‟s implement different

strategies. But one of the major factors on their operation is culture (Daniel & Wong, 2008).

To stay ahead in the business and to get recognize in the market the manufacturing firms create

innovative packaging. Also the international firms promote different innovative packaging to

attract customers also they promote different cultural factors on product packaging. But for the

international organisation it is not easy for them to implement culture on packaging on product

properly. The local organisation has wider knowledge about the local culture and on the other

hand international organisation has much narrow knowledge about the local culture. As a result

for the local company using culture is more effective than international organisation. The

effective using local culture on the product by the local organisation can create positive impact

on the customers and customers can easily differentiate the local products among the different

products available. The proper use of the culture on product packaging differentiates products

and also gives them competitive advantage on the competitors (Cant, et. al. 2009).


67

Partex Food & Beverage has implemented different cultural factors on their packaging

effectively. As result they were successfully differentiate their products for their competitors.

Also for the other local competitors Partex has used different cultural factors to differentiate their

products.

Q3. Which cultural factors majorly shaping products packaging?

Partex Food & Beverage mainly concentrate religious and different local culture on their product

packaging. The Partex Food & Beverage modify their products for different cultural occasion.

The product sale increase in the two major festivals in the Bangladesh. One is the Pholeha

Boishak (Bengali New Year) and another is Pohela Falgun(Celebrating first day of Autumn

season in Bangladesh). These two are major local cultural festival for Bengali population. Also

in the different religious festivals Eid ul Fitre and the Eid ul Azha the two major holy festivals

for the Muslim, the sale increase significantly during these times. Also for the Hindu religion in

different Puja‟s (Worship of Hindu God and Goddess) increase of the products sale too as well as

during the Christmas time. During these festivals time Partex Foods and Beverage modify their

product package to show respect for the religion. As a result people from different religion get

attached to the products. The increase if the sale of the product is significant during the different

cultural festivals.

By modifying product packaging on the different cultural festivals and religion festivals gives

Partex Food & Beverage competitive advantage over competitors. These two major cultural

factors are used by the organisation on their product packaging.

5.1.2 Justification of Research Objectives

To examine the role of culture on packaging decisions in the context of food and

beverage industry of Bangladesh.

The data gathered from the customers showed that the role of culture on packaging decision is

major concern for the organisation. The customers are often changing their purchasing decision

on the basis of cultural factors used on the product packaging. Also form the data gathered by the

employees showed that organisation increased their product sale by practicing culture on their

product packaging. Many organisations overlook the cultural factors on their product packaging


68

and as result it is difficult for them to gain competitive advantage. The survey on the employees

and customers showed that culture has a major role on the product packaging. Organisations

using culture also increased brand loyalty among the customers.

To address the core factors influences the packaging decisions.

The core factors that influence the packaging decision is religion and different local festivals of

the Bangladesh. In the Bangladesh there are many religion and local festivals exists among the

population. The data gathered showed that the using wishes on different religious festivals for

different religion creates an intangible bond with the customers and also customers get loyal for

the reason. Also for the all religion wishing on the local cultural festivals create positive impact

for the consumer buying behavior. Also data gathered from employees clearly shows that

increase of the product sale is higher than the usual time. So by the data gathered from the

employees and customers it can be assumed that religious and local cultural festivals influence

packaging decision.

To evaluate consumer perception on packaging in the Context of Bangladesh.

To create loyalty of the customers, product packaging plays an important role. Consumer loyalty

cannot gain within days it needs time and proper strategies, and when loyalty is gain by the

organisation it leads towards the competitive advantage. And the practicing of the culture can

create that effect on the consumers buying decision. The different cultural factors used in the

product packaging organisation can gain their loyalty. By practicing different cultural factors

consumers get attached to the products and as result as long as they practice culture on their

product packaging consumers are willing to buy those particular products. The survey on the

customers showed that majority population is loyal on the Partex Food & Beverage for using

culture on their product packaging. As a result culture can increase brand loyalty.

To examine how packaging influences consumer buying behavior.

Consumers are always sensitive towards the local culture and also it can effect on consumer

buying behavior too. As the data gathered shows that practicing culture can create brand loyalty

also it can change the consumer purchasing decision too. Consumers often change their

purchasing decision for the cultural factors on the packaging. Survey on the employee‟s shows


69

that culture is an important factor to create long term relation with the customers. As a result

culture has a positive effect on consumer buying behavior. Also practicing culture can increase

customer loyalty. The hypothesis testing (given Appendix “C”) clearly showing that there is

significant relationship between culture and customer loyalty.

5.2 Recommendation

Every organisation is come up with new innovative ideas to attract customers. As result

organisation need to improve their weakness to cope up with new challenges by the different

competitors or new entrants. In the survey many customers mentioned that Partex Food &

Beverage need to improve in different cultural factors on their packaging strategies. Also by the

management it was mentioned too. The major improvement Partex need to sustain their

competitive advantage is to focus more on the other cultural factors than the religious and

festivals factors. Even customers are happy by different cultural factors used on the product

packaging, but still they need to improve on their different cultural factors such as language,

race, and geographic region. The survey on management shows that (reference question 3 for the

management) shows that they not focusing well towards the different cultural factors like

language, race, and geographic region. The diagram shows the major high and low concern for

the Partex.

Figure: 5.1

By practicing religion and local festivals organisation has the competitive advantage on the

competitors but still to sustain this competitive advantage organisation need to focus on the other

Practing Culture on Packaging

High Concern by the Partex

Religion Local Festivals

Low Concern by the Partex

Language Race Geographic

region


70

factors too. The other factors such as language, race, and geographic reason can lead

organisation toward sustainable competitive advantage.

Language

The language of product packaging is an important concern for the organisation. Customers

prefer more local language on the packaging. It is always hard for customers from country side

to understand other language than local language. Language is part of consumer culture and local

language creates positive impression on consumer (Lu, Daniel, and Wong, 2008). On the product

of the Partex Food & Beverage they are using English language for the product name. But from

the context of the Bangladesh it is wise to use local language for the product name. As a result

people from below literacy level will get to know about product in more details than other

language. Also using local language consumers will get more attached with the products.

Bangladeshi people are very sensitive about their own language. Before the independence Urdu

was local language for the Bangladeshi people. But in 1952 people gave life to establish Bengali

as a mother tongue. As a result for this war people have emotional bonding with the Bengali

language. In the Partex Food & Beverage organisation should local customers to attract, and also

different features of the product or ingredients list written in Bengali instead of English. It will

help customer to understand more about the products those who are below literacy level.

Geographic Region

The geographic reason is also a major concern for the organisation. Modifying or creating

innovating packages for different geographic region can influence consumer towards the

particular products (Theobald & Winder, 2006). Organisation should implement more

geographic region on their product packaging strategy. By that factor organisation can get

attached with people from different region. In Bangladesh there are many different geographic

regions which are very different from core Bangladeshi culture. As an example people from

different hill side or border side of the Bangladesh. In the hill side majority people called

Chakma or from other country and living in Bangladesh for generations but still their culture is

different from Bangladeshi local culture. As a result Partex should practice these particular

cultures on product packaging to get attached with these people.


71

Packaging of the products

Cultural Factors

Geographic

Region

Cultural

Festivals

Language Racial Groups Religion

Competitive Advantage

Figure: 5.2

Partex Food & Beverage has implemented culture on product packaging successfully and survey

clearly showed that they were able to increase market share as well as increase their product sale

better than past. As a result Partex gain competitive advantage by using culture on their product

packaging but to sustain this competitive advantage they need to improve many factors that

discussed above. The competition among food & beverage industry is getting higher day by day.

To stay ahead in the business Partex should consider all the aspects of the cultural factors to their

packaging. Framework shows how organisation should practice culture on the product

packaging.


72

5.3 Limitation of the Research

The validity and the reliability is one of the major limitations of the research. In the research

there could be possible sample error. If researcher could take more information form more

participants then the data could be more accurate to show the proper result. In the research

survey many people hide their main perceptions and were not comfortable to give the proper

answers. As a result data collected from these people may be not correct. The literature

mentioned in the earlier chapter could be supported by the research if researcher has opportunity

to research on other foods & beverage companies.

5.4 Implications for Practitioners

The research clearly showed that various cultural factors should be considered while packaging

of the product. And also it is a source of gaining competitive advantage. The influence of culture

on product packaging can create enormous effect on the consumer buying behavior. As a result

managers are advised to implement culture factors effectively and need consider them as an

important element to gain competitive advantage.

5.5 Implication of Further Research

Many issues was come across while researching and for the further research. The research is only

mentioned for the one food and beverage organisation of the Bangladesh. There many

organisations still need to be identifying the different factors they are using. The research is

conducted on influence of culture context of food & beverage industry Bangladesh but still the

other factors need to identify on the context of food & beverage industry Bangladesh. As

example the promotional activities of food & beverage industry still need to identify.


73

6. List of Reference

Books

1. Arens. W. F. (1996). Contemporary Advertising. 10th

edition. TataMcGraw Hill.

2. Armstorng, G., Harkar, M., Kotler P., and Brennan, R. (2009). Marketing: An

Introduction. Financial Times Prentice Hall.

3. Babbie, E. R. 2009. The Practice of Social Research. 12th

edition. Cengage Learning.

4. Bryman, A. and Bell, E. (2007) Business Research Methods, 2nd

edition. Oxford

University Press: New York.

5. Cateora, Philip, R. & Graham, John, L. 2010. International Marketing. 12th

edition.

McGraw-Hill: India

6. Claver and Giles (2006). “What is Packaging Design?” 2nd

edition. Rotovision UK.

7. Coldwell, D. and Herbst, F (2004) Business Research, 2nd

edition. Juta and Company

Limited: Pennsylvania.

8. Dell. Hawkins, Roger J. Best, and Kenneth A. Coney 2004. Consumer Behavior

„Building Marketing Strategies‟. 9th

edition. McGraw Hill.

9. Diggenes, C. & Wild, J. 2009. Marketing Research. Juta and Company Ltd.

10. Dornyei, Zoltan. 2008. Questionnaires in Second Language Research: construction,

administration and processing. 2nd

edition. New Jersey. Taylor & Francis.

11. Douglas J. Darymple and Leonard J. Pearson 2002. Marketing Management Text and

Cases. 7th

edition. John Willy and Sons (Asia) Pte. Ltd.

12. E. Jerome McCarthy and William D. Perreault Jr. 1991. Essential of Marketing. 5th

edition. Library of Congress Cataloging – in – Publication Data.

13. Ember, M. 2009. Cross-Cultural Research Methods. 2nd

edition. Rowman Altamira.

14. F. Kardes, M. Cronley, and T. Cline (2010). Consumer Behavior: Science and Practice.

1st edition. Cengage South-Western.

15. Fishel and Catherine (2005). Design Secrets: Packaging. 3rd

edition. Rockport Publishers

Inc Massachusetts.


74

16. Geoff Lancaster, Lester Massingham and Ruth Ashford 2002. Essential of Marketing. 4th


17. Gray, D. E. 2009. Doing Research in the World. 2nd

edition. SAGE Publications Ltd:

London.

18. Jay D. Lindquist and Joseph Sirgy 2003. Shoppers Buyer, and Consumer Behavio. 2nd

edition. Atomic Dog Publishing.

19. Jedlicka, Wendy (2009). Packaging sustainability. 1st edition. John Wiley & Sons Inc.

UK

20. J. Paul Peter and Jerry C. Olson 2005. Consumer Behavior and Marketing Strategy. 7th

edition. Tata McGraw Hill Publication.

21. Kotler, P. and Armstrong, G. (2010). Principles of Marketing. Pearson Education.

22. Leone G. Schiffman, Leslie Lazar Kanuk 2004.Consumer Behavior. 8th

edition. Prentice

Hall Inc.

23. Linda Gorchels (2006). The Product Manager‟s Handbook. 3rd

edition. McGraw Hill

Companies Inc.

24. Lu, Daniel, and Wong (2008). Materials for Advanced Packaging. 1st edition. C.P

Springer. New York.

25. Malhotra, N.K. (2004). Marketing research: an applied orientation. McGraw-Hill, cop:

Upper Saddle River, NJ.

26. M.C. Cant, J.W. Strydom, C.J. Joosty and P.J. du Plesis (2009). ). Marketing

Management. 5th

edition. Jut and Co. Ltd.

27. Michael R. Czinkota, Masaaki Kotabe 2002. 2nd

etition. Thompson Asia Pte. Ltd.

28. Michael R. Solomon 2002. Consumer Behavior buying, having, and being. 5th

edition.

Prentice Hall Inc.

29. M. Pride, Robert J. Hughes, and Jack R. Kapoor (2010). Business. 10th

edition. Cengage

Learning.

30. M. Cant (2010). Essential of Marketing. 3rd

edition. Juta Academic.

31. Philip R. Cateora, Mary C. Gilly, and John L. Graham (2009). International Marketing.

International edition. McGraw Hill Irwin.

32. Philip Kotler and Gary Armstrong 2006. Principles of Marketing. 11th

edition. Pearson

Education Inc.


75

33. Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mitheleswar Jha 2009. Marketing

Management A South Asian Prespective. 13th

edition. Dorlin Kindersley Pvt. Ltd.

34. Philip Kotler and Kevin Lane Keller 2006. Marketing Management. 12th

edition. Prentice

Hall.

35. Rajgopal (2010). Consumer Behavior: Global Shifts and Local Effects. International

edition. Nova Science Pub Inc.

36. Roger D. Blackwell, Paul W. Miniard, and James F. Enge 2002. Consumer Behavior. 9th

edition. South Western College Publishing.

37. Saunders. Lewis, Philip. and Thornhill, Adrian. 2003. Research Methods for Business

Students. 3rd

edition. India. Pearson Education.

38. Theobald, Nigel. and Winder, Belinda. (2006). Packaging Closures and Sealing Systems.

4th

edition. Blackwell Publishing Inc. UK

39. William D. Perraeault Jr. and E Jerome McCathy 2005. 15th

edition. Tata McGraw Hill.

40. Yin, R.K. (2003) Case study research: design and method. 3rd

edition. Sage Publications:

London.

Journals

1. Ackerman, Frank. Analyzing the True Cost of Packaging. BioCycle. April 1993. Vol. 34,

No. 4. Pg. 68-70

2. Ampuero, O. and Vila, N. (2006), Consumer Perceptions of Product Packaging, Journal

of Consumer Marketing, 23/2, 2006, pp. 100-112.

3. Banathy, B. H. (1992), 'The Prime Imperative: Building a Design Culture', Educational

Technology, Vol. 32, No. 6, pp. 33-35.

4. Berg-Weitzel, L. V. D. and G. V. D. Laar (2001), 'Relation between culture and

communication in packaging design', The Journal of Brand Management, Vol. 8, No. 3,

pp. 171-184.

5. Bone, Paula F. and Karen R. France (2001). „Package Graphics and consumer beliefs‟

journal of business and psychology, 15 (3) (spring), 467-489.

6. Hill, H. and Tilly, J. (2002), Packaging of Children‟s Cereal: Manufacturers versus

Children, British Food Journal, Vol. 104 No. 9, 2002, pp. 766-777.


76

7. Rundh, B. (2005), The Multi-Faceted Dimension of Packaging, British Food Journal,

Vol. 107 No. 9, 2005, pp. 670-684.

8. Sinclair, C. and Knowles, A. (2006), Packing a Punch: Using Packaging as Effective

Advertising and Communication to Build Your Bottom Line, Market Research Society,

Annual Conference, 2006.

From Documents

Partex Group. 2009. Annual Business Plan 2008-2009

Websites

http://www.partexgroup.com/aboutus.htm, cited on 15th

August, 2010.

http://www.globepharmagroupbd.com/globedrinks/index.html, cited on 16th

August,

2010.


77

7. Bibliography

Books

1. Arens. W. F. (1996). Contemporary Advertising. 10th

edition. TataMcGraw Hill.

2. Armstorng, G., Harkar, M., Kotler P., and Brennan, R. (2009). Marketing: An

Introduction. Financial Times Prentice Hall.

3. Babbie, E. R. 2009. The Practice of Social Research. 12th

edition. Cengage Learning.

4. Bryman, A. and Bell, E. (2007) Business Research Methods, 2nd

edition. Oxford

University Press: New York.

5. Cateora, Philip, R. & Graham, John, L. 2010. International Marketing. 12th

edition.

McGraw-Hill: India

6. Claver and Giles (2006). “What is Packaging Design?” 2nd

edition. Rotovision UK.

7. Coldwell, D. and Herbst, F (2004) Business Research, 2nd

edition. Juta and Company

Limited: Pennsylvania.

8. Dell. Hawkins, Roger J. Best, and Kenneth A. Coney 2004. Consumer Behavior

„Building Marketing Strategies‟. 9th


9. Diggenes, C. & Wild, J. 2009. Marketing Research. Juta and Company Ltd.

10. Dornyei, Zoltan. 2008. Questionnaires in Second Language Research: construction,

administration and processing. 2nd

edition. New Jersey. Taylor & Francis.

11. Douglas J. Darymple and Leonard J. Pearson 2002. Marketing Management Text and

Cases. 7th

edition. John Willy and Sons (Asia) Pte. Ltd.

12. E. Jerome McCarthy and William D. Perreault Jr. 1991. Essential of Marketing. 5th

edition. Library of Congress Cataloging – in – Publication Data.

13. Ember, M. 2009. Cross-Cultural Research Methods. 2nd

edition. Rowman Altamira.

14. F. Kardes, M. Cronley, and T. Cline (2010). Consumer Behavior: Science and Practice.

1st edition. Cengage South-Western.

15. Fishel and Catherine (2005). Design Secrets: Packaging. 3rd

edition. Rockport Publishers

Inc Massachusetts.


78

16. Geoff Lancaster, Lester Massingham and Ruth Ashford 2002. Essential of Marketing. 4th


17. Gray, D. E. 2009. Doing Research in the World. 2nd

edition. SAGE Publications Ltd:

London.

18. Jay D. Lindquist and Joseph Sirgy 2003. Shoppers Buyer, and Consumer Behavio. 2nd

edition. Atomic Dog Publishing.

19. Jedlicka, Wendy (2009). Packaging sustainability. 1st edition. John Wiley & Sons Inc.

UK

20. J. Paul Peter and Jerry C. Olson 2005. Consumer Behavior and Marketing Strategy. 7th

edition. Tata McGraw Hill Publication.

21. Kotler, P. and Armstrong, G. (2010). Principles of Marketing. Pearson Education.

22. Leone G. Schiffman, Leslie Lazar Kanuk 2004.Consumer Behavior. 8th

edition. Prentice

Hall Inc.

23. Linda Gorchels (2006). The Product Manager‟s Handbook. 3rd

edition. McGraw Hill

Companies Inc.

24. Lu, Daniel, and Wong (2008). Materials for Advanced Packaging. 1st edition. C.P

Springer. New York.

25. Malhotra, N.K. (2004). Marketing research: an applied orientation. McGraw-Hill, cop:

Upper Saddle River, NJ.

26. M.C. Cant, J.W. Strydom, C.J. Joosty and P.J. du Plesis (2009). ). Marketing

Management. 5th

edition. Jut and Co. Ltd.

27. Michael R. Czinkota, Masaaki Kotabe 2002. 2nd

etition. Thompson Asia Pte. Ltd.

28. Michael R. Solomon 2002. Consumer Behavior buying, having, and being. 5th

edition.

Prentice Hall Inc.

29. M. Pride, Robert J. Hughes, and Jack R. Kapoor (2010). Business. 10th

edition. Cengage

Learning.

30. M. Cant (2010). Essential of Marketing. 3rd

edition. Juta Academic.

31. Philip R. Cateora, Mary C. Gilly, and John L. Graham (2009). International Marketing.

International edition. McGraw Hill Irwin.

32. Philip Kotler and Gary Armstrong 2006. Principles of Marketing. 11th

edition. Pearson

Education Inc.


79

33. Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mitheleswar Jha 2009. Marketing

Management A South Asian Prespective. 13th

edition. Dorlin Kindersley Pvt. Ltd.

34. Philip Kotler and Kevin Lane Keller 2006. Marketing Management. 12th

edition. Prentice

Hall.

35. Rajgopal (2010). Consumer Behavior: Global Shifts and Local Effects. International

edition. Nova Science Pub Inc.

36. Roger D. Blackwell, Paul W. Miniard, and James F. Enge 2002. Consumer Behavior. 9th

edition. South Western College Publishing.

37. Saunders. Lewis, Philip. and Thornhill, Adrian. 2003. Research Methods for Business

Students. 3rd

edition. India. Pearson Education.

38. Theobald, Nigel. and Winder, Belinda. (2006). Packaging Closures and Sealing Systems.

4th

edition. Blackwell Publishing Inc. UK

39. William D. Perraeault Jr. and E Jerome McCathy 2005. 15th

edition. Tata McGraw Hill.

40. Yin, R.K. (2003) Case study research: design and method. 3rd

edition. Sage Publications:

London.

Journals

1. Ackerman, Frank. Analyzing the True Cost of Packaging. BioCycle. April 1993. Vol. 34,

No. 4. Pg. 68-70

2. Ampuero, O. and Vila, N. (2006), Consumer Perceptions of Product Packaging, Journal

of Consumer Marketing, 23/2, 2006, pp. 100-112.

3. Banathy, B. H. (1992), 'The Prime Imperative: Building a Design Culture', Educational

Technology, Vol. 32, No. 6, pp. 33-35.

4. Berg-Weitzel, L. V. D. and G. V. D. Laar (2001), 'Relation between culture and

communication in packaging design', The Journal of Brand Management, Vol. 8, No. 3,

pp. 171-184.

5. Bone, Paula F. and Karen R. France (2001). „Package Graphics and consumer beliefs‟

journal of business and psychology, 15 (3) (spring), 467-489.

6. Hill, H. and Tilly, J. (2002), Packaging of Children‟s Cereal: Manufacturers versus

Children, British Food Journal, Vol. 104 No. 9, 2002, pp. 766-777.


80

7. Rundh, B. (2005), The Multi-Faceted Dimension of Packaging, British Food Journal,

Vol. 107 No. 9, 2005, pp. 670-684.

8. Sinclair, C. and Knowles, A. (2006), Packing a Punch: Using Packaging as Effective

Advertising and Communication to Build Your Bottom Line, Market Research Society,

Annual Conference, 2006.

From Documents

Partex Group. 2009. Annual Business Plan 2008-2009

Websites

http://www.partexgroup.com/aboutus.htm, cited on 15th

August, 2010.

http://www.globepharmagroupbd.com/globedrinks/index.html, cited on 16th

August,

2010.


81

Appendices

Appendix: “A” Focus Group Questionnaire

1. Background Information

a) Interviewee‟s Name: ……………………………………………………...……………………..

b) Age: ………………………………………………………………… ………………………….

c) Gender: …………………………………………………………………………………………..

d) Company‟s Name: ………………………………………………………………………………

e) Interviewee‟s Position in the Organization: ……………………………………………………..

---------------------------------------------------------------------------------------------------------------------

Q.1: What extent you think culture effects on the product packaging?

………………………………………………………………………………………………………

………………………………………………………………………………………………………

Q.2: In what extent your organisation practicing culture on product packaging?

………………………………………………………………………………………………………

………………………………………………………………………………………………………

Q.3: In Culture which factors you consider in packaging to increase product sale?

………………………………………………………………………………………………………

………………………………………………………………………………………………………

Q.4: Do you agree that considering culture while packaging enhances your sales performance?

………………………………………………………………………………………………………

………………………………………………………………………………………………………


82

Q.5: Do you agree practicing culture on product packaging create customer loyalty?

………………………………………………………………………………………………………

………………………………………………………………………………………………………

Q.6: Do you agree that packaging is a vital component for enhancing brand image?

………………………………………………………………………………………………………

………………………………………………………………………………………………………

Q.7: In what extent you agree that organisation considering family orientation on the product

packaging?

………………………………………………………………………………………………………

………………………………………………………………………………………………………

Q.8: Do you agree that practicing culture on your product packaging is accepted among the

different cultures on Bangladesh?

………………………………………………………………………………………………………

………………………………………………………………………………………………………


83

Appendix: “B” Customer Survey Questionnaire

SQ1. Are you familiar with the company name Partex Foods and Beverage?

Yes No

SQ2. Do you agree that you are familiar with the different products of Partex Food & Beverage?

Agree Strongly Agree Neutral Disagree

Strongly Disagree

SQ3. Do you agree that you are familiar with different packaging of the Partex Foods &

Beverage?


Strongly Disagree

SQ4. In different Partex Foods & Beverage products of packaging what attract you most?


Strongly Disagree

SQ5. Do you agree Partex Foods & Beverage practicing proper culture on their packaging and

that influence you the buy Partex products?


Strongly Disagree

SQ6. Do you agree that innovative packaging influence you to buy the products?


Strongly Disagree


84

SQ7. Do you agree that packaging of Partex products influences you brand loyalty?


Strongly Disagree

SQ8. Do you agree that you would continue to purchase Partex products as long as they promote

culture?


Strongly Disagree

SQ9. Do you agree if other organisations start using innovative packaging using culture, are you

going to switch to that particular brand?


Strongly Disagree

SQ10. To what extent do you agree that in the packaging of the Partex Foods & Beverage

practicing different factors of culture need to be improved?


Strongly Disagree

Thank You for Participating


85

Appendix C Hypothesis Testing

Hypothesis 1: There is a significant relationship between practicing culture on packaging and

customer loyalty.

Hypothesis 2: There is no significant relationship between practicing culture on packaging

and customer loyalty.

Correlations

Practicing

Culture Increasing

Brand Loyalty

Practicing Culture Pearson Correlation 1 .960(**)

Sig. (2-tailed) .000

N 200 200

Increasing Brand Loyalty Pearson Correlation .960(**) 1

Sig. (2-tailed) .000

N 200 200

** Correlation is significant at the 0.01 level (2-tailed).

The researcher selected the following questions to prove the particular hypothesis:

Do you agree Partex Foods & Beverage practicing proper culture on their packaging and that

influence you the buy Partex products? (Ref. Customer Survey question #05)

Do you agree that packaging of Partex products influences you brand loyalty? (Ref. Customer

Survey question # 07)

The Pearson correlation which is 0.960 indicates that there is a positive correlation between

employee satisfaction and improved service quality. Usually, correlation above 0.07 is regarded

to be high and since the P value is less than 0.05, i.e. 0.000 in this case, implies that the

correlation is not by chance factors but in actuality there is a positive correlation. Hence, if the

customers are loyal, it is very likely to result Partex practicing proper cultural factors on

packaging. Therefore, the hypothesis has been accepted, rejecting the null hypothesis.


86

Appendix D

Partex Foods & Beverage Products

Beverage products and Packaging during festivals.

RC Cola modified packaging during Muslim religion festival Eid Ul Fitre and organisation

wishing customers Eid Mubarak.

Partex products during local cultural festival Shuvo Nababorsho (Bengali New Year) and they

modified product packaging to wish local people Shuvo Nababorsho (Happy New Year).