Ghee with Glee: A Study of How Consumers Evaluate Product Packaging

The main objective of this empirical study is to comprehend how consumers appraise product packaging. Three quality attributes of packaging – technical, functional and informational - and their influence on consumer satisfaction and loyalty were assessed. The study was conducted on Ghee product packaging, involving 199 family units, using four types of packaging. A total of 398 structured questionnaire was used to collect the data from both the moments (moment of purchase and after usage). Statistical tools such as ‘SPSS’ and ‘AMOS 20’were used to construct and evaluate the sequential chain of quality attributes, satisfaction and loyalty. The results identify the most and least valued quality attributes and what differences persist between the four types of ghee packaging. This study contributes to the body of knowledge in terms of consumers’ purchase experiences with regard to the packed ghee product. The present study provides empirical perspectives to marketing managers, product managers and ad agencies, besides throwing up business implications