A Study of Nepalese Consumers Perception on Himalayan Digestive

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Table of Contents

Declaration i

Acknowledgement ii

Executive Summary iii

List of Tables ix

List of Figures xi

List of Acronyms xii

Chapter I: Introduction 1

1.1 Background 1

1.2 Problem Statement 5

1.3 Objectives of the Project 6

1.4 Organization of the Project 7

Chapter II: Literature Review 8

2.1 Review of Literatures 8

2.1.1 Packaging 8

2.1.2 Visual Elements 10

2.1.3 Informational Element 12

2.1.4 Packaging and Brand 14

2.1.5 The Role of Packaging in Building Brand Identity 14

2.1.6 Brand definition, Branding and Brand Image 16

Chapter III: Method 18

3.1 Research Overview 18

3.2 Theoretical Framework 18

3.3 Hypothesis Formulation 21

3.4 Research Plan and Design 21

3.5 Population and Sample 23

3.5.1 Population Size 23

3.5.2 Sample Size 23

3.5.3 The Sampling Methods 23

3.6 Instrumentation 24

3.7 Data Analysis Plan 24

Chapter IV: Analysis and Findings 26

4.1 Demographic Profile of Respondents 26

4.1.1 Gender 26

4.1.2 Age 26

4.1.3 Marital Status 27

4.1.4 Qualification 28

4.2 Descriptive analysis of Research Variables 29

4.2.1 Graphics and Color 29

4.2.2 Shape and Size 30

4.2.3 Material 31

4.2.4 Product Information 31

4.2.5 Manufacturers and Country of Origin 32

4.2.6 Price 33

4.2.7 Technology 34

4.2.8 Brand Image 35

4.3 Inferential Statistical Analysis 36

4.3.1 Test of Hypothesis 1 36

4.3.2 Test of Hypothesis 2 37

4.3.3 Test of Hypothesis 3 38

4.3.4 Test of Hypothesis 4 39

4.3.5 Test of Hypothesis 5 40

4.3.6 Test of Hypothesis 6 41

4.3.7 Test of Hypothesis 7 42

Chapter V: Summary, Suggestions and Implementation Plan 43

References 49

Annexes 53

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List of Tables

Table 1: Gender of Respondents 26

Table 2: Age of respondents 27

Table 3: Marital Status of Respondents 27

Table 4: Qualification of Respondents 28

Table 5: Impact of graphics and color on consumer perception towards brand 29

Table 6: Impact of shape and size on consumer perception towards brand 30

Table 7: Consumers' level of agreement towards material in packaging 31

Table 8: Consumers' level of agreement towards product information 32

Table 9: Consumers' level of agreement manufacturers and country of origin 33

Table 10: Consumers' level of agreement towards price 33

Table 11: Consumers' attitude towards technology used in packaging 34

Table 12: Consumers' level of agreement towards packaging and brand image 35

Table 13: Correlation between graphics and color with brand image 36

Table 14: R square between GC and BI 36

Table 15: Correlation between Shape and Size with Brand Image 37

Table 16: R square between SS and BI 37

Table 17: Correlation between materials and brand image 38

Table 18: R square between M and BI 38

Table 19: Correlation between product information and brand image 39

Table 20: R square between PI and BI 39

Table 21: Correlation between manufacturer and country of origin with brand image 40

Table 22: R square between MCO and BI 40

Table 23: Correlation between price and brand image 41

Table 24: R square between P and BI 41

Table 25: Correlation between technology and brand image 42

Table 26: R square between T and BI 42

Table 27: Level of agreement of research variables

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