Chapter 3

Chapter – 3
Methodology
This section provides the research methodology considering the purpose of this research project.
It includes the type of research, the objective of study as well as the research method. Moreover,
the method for data collection, sample selection is discussed.
Descriptive Studies
Descriptive studies aim at portraying “an accurate profile of persons, events or situations”. They
can be considered as extensions or forerunners to either exploratory or explanatory studies.
According to Saunders et al. (2007) it is important to have a clear understanding of the
phenomena that one wants to collect data on. However, they criticize the fact that descriptive
studies often lack conclusions from the data obtained and that they are too descriptive.
Objectives of the Study
 To study the impact of product packaging on consumer purchase intentions.
 To identify the elements, which should be highlighted while design the packaging.
 To study the consumer awareness about product packaging.
 To examine the level of consumer preference toward packaging
Sampling Method
When doing a research study, we should consider the sample to be representative to the target
population, as much as possible, with the least possible error and without substitution or
incompleteness. The process of selecting a sample population from the target population is called
the “sampling method”
"In this study, we have adopted a convenience sampling method."

Convenience sampling is a non-probabilistic sampling technique where researchers select
participants who are readily available and easily accessible. Instead of using randomization or a
specific sampling frame, participants are chosen based on their convenience or proximity to the
researcher.
This method is often used in situations where access to the population of interest is limited,
resources are constrained, or when researchers require quick and easy access to participants.
However, convenience sampling may introduce bias into the study, as it may not accurately
represent the broader population. Therefore, researchers should be cautious when generalizing
the findings from convenience samples to the larger population.
Sampling Size
Sample size is a market research term used for defining the number of individuals included in
conducting research. Researchers choose their sample based on demographics, such as age,
gender questions, or physical location. It can be vague or specific.
"In this research project, the sample size is determined by multiplying the number of items by
10."
Statistical Tools
Statistical methods involved in carrying out a study include planning, designing, collecting data,
analysing, drawing meaningful interpretation and reporting of the research findings. The
statistical analysis gives meaning to the meaningless numbers, thereby breathing life into a
lifeless data.
Correlation
A correlational research design investigates relationships between variables without the

researcher controlling or manipulating any of them.
A correlation reflects the strength and/or direction of the relationship between two (or more)
variables. The direction of a correlation can be either positive or negative.
Positive correlation Both variables change As height increases, weight also increases
in the same direction
Negative correlation The variables change in As coffee

opposite directions consumption increases, tiredness decreases
Zero correlation There is no relationship Coffee consumption is not correlated

between the variables with height
Regression
Regression analysis is one of the most

frequently used tools in market
research. In its
simplest form, regression analysis
allows market researchers to analyze
relationships
between one independent and one
dependent variable. In marketing
applications, the
dependent variable is usually the
outcome we care about (e.g., sales),
while the
independent variables are the
instruments we have to achieve those
outcomes with
(e.g., pricing or advertising).
Regression analysis can provide
insights that few other
techniques can. The key beneﬁts of
using regression analysis are that it
can:
1. Indicate if independent variabl
research. In its
relationships
applications, the
while the
outcomes with
can:
research. In its
relationships
applications, the
while the
outcomes with
can:
Regression analysis is a statistical method. It’s used for analysing different factors that might
influence an objective – such as the success of a product launch, business growth, a new
marketing campaign – and determining which factors are important and which ones can be
ignored.
Regression analysis can also help leaders understand how different variables impact each other
and what the outcomes are. For example, when forecasting financial performance, regression
analysis can help leaders determine how changes in the business can influence revenue or
expenses in the future.
Running an analysis of this kind, you might find that there’s a high correlation between the
number of marketers employed by the company, the leads generated, and the opportunities
closed.
Conceptual Framework
Research Scope
Research on the impact of product packaging on consumer purchasing intentions is extensive,

reflecting the intense competition among goods and service providers. Companies are driven to
achieve success and sustain their market presence over the long term. Recognizing that
understanding consumer buying intentions is paramount, they leverage product packaging as a
pivotal element. By doing so, they adeptly align themselves with current demands, preferences,
and attractions towards specific brands, thus formulating innovative strategies. Each aspect of
packaging holds significant importance, contributing to the overall consumer purchase intention.
Moreover, packaging serves as a powerful tool for conveying brand identity, quality perception,
and differentiation amidst a crowded marketplace. Additionally, it influences consumer
perceptions of product value, functionality, and even sustainability, all of which play crucial roles
in shaping purchasing decisions. Thus, comprehensive research into the multifaceted dynamics
of product packaging and its influence on consumer purchase intentions remains imperative for
businesses aiming to thrive in Surat's competitive market landscape.
Research Plan
The underlying objective of the research “A study on product packaging impact on consumer
purchase intentions”. For Fulfilling the objective researcher has collect data primary source. For
the structured questionnaire was the used.

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Chapter – 3

Objectives of the Study

 To study the impact of product packaging on consumer purchase intentions.

 To study the consumer awareness about product packaging.

 To examine the level of consumer preference toward packaging

"In this study, we have adopted a convenience sampling method."

A correlational research design investigates relationships between variables without the

Negative correlation The variables change in As coffee

Zero correlation There is no relationship Coffee consumption is not correlated

Regression analysis is one of the most

Research on the impact of product packaging on consumer purchasing intentions is extensive,

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