A Study of Nepalese Consumers Perception on Himalayan Digestive

Product Packaging and Brand Image:

A Study of Nepalese Consumers Perception on Himalayan Digestive

Under Graduate Applied Business Research Project Report

Submitted to

Kathmandu University School of Management

In partial fulfillment of the requirements for the

Bachelor of Business Administration

Submitted By

Niskarsh Ghimire

A017375-13

Under the supervision of

Ms.Deeptangshu Thapa

Faculty of Marketing

Kathmandu College of Management

June 2017

Declaration

I, the undersigned declare that this project entitled is a result of my study carried out in the year 2017. It has not been previously submitted to any other university or any other examination(s).

Signature,

[pic 1]

Niskarsh Ghimire

BBA 2013-2017

KU Registration: A017375-13

Kathmandu College of Management          

Acknowledgement

I would like to express my gratitude to Kathmandu University for providing an opportunity to carry this research project. I would like to thank, most importantly, our Research Supervisor and Coordinator, Ms. Deeptangshu Thapa for her valuable time and rigorous effort to make sure that our research was conducted in coordination with our course, Research Methodology.

Similarly, I would also like to thank Mr. Ritesh Thakur for providing guideline in interpreting statistical result. I would also like Mr. Sameep Babu Malla, Research Assistant for helping to solve the confusions and formatting mistakes.

I would like to thank my friends whose immense support and guidance made this project successful and finally I would like to thank Kathmandu College of Management whose direct and indirect support was considered most in submitting this report.

Executive Summary

The research is about the packaging which has been the critical issue in every organization and its products. Packaging means the process of design, evaluation, and production of packages. Packaging can be termed as a synchronized system of making properties for passage, warehousing, logistics, sale, and finish use. Packaging encompasses, guards, conserves, carriages, notifies, and sells. Package appeals consumer’s thought to precise brand, progresses its image, and effects consumer’s visions about product. Also package connects exclusive worth to products. For this, without packaging, the end product does not reach to the ultimate consumers.  

In context of Nepal, packaging change used to be a rare practice. But with the increasing in globalization and high demand of the consumers on various products, the concern for packaging change has been increasing day by day. Various organizations of Nepal have already adopted the policies of packaging change in Nepal. It is because all the multinational organizations have already adopted this many years back in Nepal. So, to be competitive in this time, this research is to highlight the importance of packaging ibn context of Himalayan Digestive.  This organization has been influenced by global companies and the advertisements shown on the televisions. The study, though, is not sufficient, and hence there is a need to know how the consumers react on the elements of packaging in Nepal in reference to Himalayan Digestive. As we are well aware that the importance of packaging changes and its implementation is in more use in today’s time. Thus, the main issue studied in this research is about the change in packaging and its impact on consumer perception towards brand which is Himalayan Digestive. The research aims to explore the relationship between the packaging change and the brand image in context to the company Himalayan Digestive.

The importance of packaging change is recently increasing in context of Nepal. As a result few or no research has been conducted in this issue yet. In a sense, this research is an exploratory research because it has an objective to of finding how both verbal and visual elements of packaging is important in shaping the brand image of the product. This research includes 142 respondents where responses were collected both from online and offline method. Among the 142 respondents participated in this study, 62 were female and 80 were male.  All the respondents were the consumers of the product of Himalayan Digestive.

The data are analyzed using the statistical tools and various hypotheses are tested in order to determine their significance. The analysis of data is performed with the help of descriptive and inferential analysis. The analysis resulted that all the null hypotheses are rejected and accordingly, the significant relationship of brand image with reference to the perception of the consumers, verbal and visual elements of packaging making an impact on the brand image.

The research resulted that consumer’s perception on brand image related to packaging change is very significant and is more on demand in recent times. Consumers also perceive that packaging must be done for every product in order to carry a meaning and protect the products. Around 85% of the respondents have agreed that graphics and color are very important attributes of packaging that impact on brand image, Most of the respondents have agreed that attributes such as types of materials used, shape and size, price, etc. has a positive impact on the consumer perception towards brand image. However, only 56% agree that technology change in packaging has an impact on brand image of the product. This may be because the respondents are not well aware about the use of technology in context of Nepal. As country like Nepal is not technologically developed, this might be the reason that respondents have ranked technology in packaging as a least important attribute. Similarly, 79% of the respondents feel that logo is the attribute that helps to identify the brand easily.

From the study, it can be concluded that around 83% of the respondents agree that brand image is very important component that communicates about the product. Consumers feel themselves associated with the brand through the change in packaging. Packaging also influences the consumers in shaping their attitude towards a brand.  The main discussion point of the research is that Himalayan Digestive consumers have been found to be aware about the change in packaging to some extent. Based on their perception and attitude packaging is an important tool for the brand image. But still the respondents and consumers are still backward in knowing the real essence of packaging and its impact on brand image.