Packaging and brand name evaluation for a new product in ready to drink beverages category
Student name: Ms Neha Aggarwal
Guide: Dr Manipadma Datta
Year of completion: 2015
Host Organisation: Consumer Insights, IMRB International
Supervisor (Host Organisation): Ms Akanksha Jain
Abstract: The title of my project is called “Ready to Drink (RTD): Pack and Brand Name Assessmentâ€.
The purpose of my study was to evaluate impact of Packaging and Brand Name on Consumer Behaviour for a leading FMCG Brand who is planning to extend his brand in RTD category.
The importance of Packaging design and Brand name as a vehicle for communication and branding is growing in competitive markets for packaged FMCG products. The purpose of this study is to create deeper consideration of what influence a brand name and packaging can have, when people go for purchasing, choose the products between different brands in FMCG industry.
This research utilized a focus group methodology to understand consumer behaviour toward such products. The challenge for researchers is to integrate packaging into an effective purchasing decision model, by understanding Consumer’s behaviour and perceptions towards the packaging and branding of FMCG products.
The project aims at understanding the Key Performing Indicators (KPI), which are Overall Likeability, Attractiveness, Intention to Purchase and Imagery cues such as Taste, Appearance and Benefits of drink in Pack Test Metrics and likeability, Brand Fitment, Easy to read and Easy to pronounce in Brand Name Evaluation.
For the same, the study was conducted in Delhi and Bangalore with 50 sample size for each test pack and location. Research has demonstrated conclusively that respondents prefer pack on the basis of Attractiveness, Likeability, Uniqueness and Intention to try and for Brand Name evaluation, preference was on the basis of Likeability of name, Brand Fitment, Easy to read and Easy to pronounce.
