The packaging perception of the consumers is another brand marketing feature that needs to be known, particularly in a competitive category such as packaged breads. MarketGenics India Pvt. Ltd. has just finished a packaging research to a major Indian based food company famed for its various varieties of breads, biscuits, cakes and cookies.
The objective was simple: to check the current packaging performance and come up with the fields of possible improvement in the context of different types of bread.
Study Scope and Methodology
It was undertaken considering the major metropolitan marketplaces in Delhi, Gurgaon, and Noida, providing a wide range of consumer feedback in the NCR. This study concentrated on packaging of the breads segment only and was done in two structured modules.
The module 1 was a comparison of a packaging evaluation:
- Brown, Atta and White Bread.
- The four brand packs of each type of bread were displayed to respondents at the same time.
- Consumers were requested to rank the package according to their visual appeal, communication and design effectiveness.
Module 2 – Pack vs. Pack Deep-Dive:
- Only concentrated on Brown and White Bread.
- An individual pack in Module 1 was chosen as the most preferred one by type of bread.
- It was then compared directly with the brand pack of the client to gain more information on the strengths, weaknesses and appeal of the design to the consumer.
Research Method
- A total of 120 face-to-face semi-structured interviews were conducted across the three cities
- The entire communication was held in pre-determined central points in order to assure a level of consistency and neutrality.
- The qualified research team of MarketGenics (Team MG) interviewed the respondents.
Consumer Profile
Age Group: 20–35 years
Socio-Economic Class: SEC A/B
Gender: Male & Female
Respondents were those who were regular users of the Atta, Brown and White Bread variants.
Key Objective
The main objective of the study was to evaluate the package preferences of the real category buyers, by measuring the effectiveness of the current design elements in notifying freshness claims, health, brand recognition and purchasing stimuli.
Through an extensive study of the feelings and comparative advantage of the customers, the research aimed at offering strategic recommendations that would help this client to enhance its shelf space, achieve better packs and ultimately bring about a greater customer recall and loyalty to the bread category.
Conclusion
The packaging is a significant element that influences the choice of consumers, especially of simple foods such as bread. The research design and analysis by MarketGenics gave the client a more comprehensive view of the position of their packaging and what can be done to improve the alignment with rising customer demands.