Skip to main content

Impact of Packaging Attributes in the Classification of Urban and Rural Bottom of the Pyramid Consumers

Journal of Packaging Technology and Research volume 6, pages 23–32 (2022)Cite this article

Abstract

Purchase is one of the most important aspects of consumer behavioral study. To make purchase successful, numerous studies have already provided evidence regarding the importance of packaging. Careful selection of packaging elements has shown successfully influencing the mind of consumers for a long period. Among various categories of consumers, Bottom of the Pyramid (BoP) consumers have established themselves as value-conscious consumers. This study is designed to find the impact of visual and information elements of packaging in the purchase of food products, which BoP consumers need on a daily basis. The Random forest classifier has been implemented for the classification of two BoP consumers (i.e urban, rural) with classification accuracy of 83.49%. A high level of accuracy proves the significance of this empirical study. This study focuses on providing suggestions for marketers regarding packaging design-related elements when targeting urban and rural BoP consumers.

This is a preview of subscription content, access via your institution.

Access options

Buy single article

Instant access to the full article PDF.

USD 39.95

Price includes VAT (USA)
Tax calculation will be finalised during checkout.

Fig. 1
Fig. 2
Fig. 3
Fig. 4
Fig. 5
Fig. 6
Fig. 7
Fig. 8

References

  1. Abdullah M, Kalam A, Akterujjaman S (2013) Packaging factors determining consumer buying decision. Int J Hum Manag Sci (IJHMS)

  2. Adam MA, Ali K (2014) Impact of verbal elements of packaging of packaged milk on consumer buying behavior. Int J Bus Soc Sci

  3. Ampuero O, Vila N (2006) Consumer perceptions of product packaging. J Consum Mark

  4. Clement J (2007) Visual influence on in-store buying decisions: an eye-track experiment on the visual influence of packaging design. J Market Manag 23(9–10):917–928

    Article  Google Scholar 

  5. Deliya MMM, Parmar MBJ (2012) Role of packaging on consumer buying behavior â“patan district. Global J Manag Bus Res

  6. Deo M, Hosee N (2017) Product packaging innovation and consumer buying behavior in rwanda. Int J Soc Sci Hum 7(6):344–349

    Google Scholar 

  7. Etzel M, Walker B, Stanton WJ (2005) Fundamentals of marketing management

  8. Evans J R, Berman B (2005) Marketing, 9e: Marketing in the 21st century. Atomic Dog Publishing, Cincinnati

    Google Scholar 

  9. Grossman RP, Wisenblit JZ (1999) What we know about consumers’ color choices. J Market Pract Appl Market Sci

  10. Hua Z, Yang J, Coulibaly S, Zhang B (2006) Integration triz with problem-solving tools: a literature review from 1995 to 2006. Int J Bus Innov Res 1(1–2):111–128

    Article  Google Scholar 

  11. Imiru GA et al (2017) The effect of packaging attributes on consumer buying decision behavior in major commercial cities in ethiopia. Int J Market Stud 9(6):43–54

    Article  Google Scholar 

  12. Jr LLG, Hyatt EM, Boya ÜÖ (2014) The perceived size of packages of complex vs. simple shape depends upon the number of packages presented. Int J Manag Pract 7(2):144–159

  13. Judd VC (1987) Differentiate with the 5th p: People. Ind Market Manag 16(4):241–247

    Article  Google Scholar 

  14. Karnani AG (2006) Fortune at the bottom of the pyramid: A mirage, California Management Review, Forthcoming

  15. Kotler P (2009) Marketing management: A south Asian perspective. Pearson Education India, London

    Google Scholar 

  16. Kupiec B, Revell B (2001) Measuring consumer quality judgements. Br Food J

  17. Madden TJ, Hewett K, Roth MS (2000) Managing images in different cultures: a cross-national study of color meanings and preferences. J Int Market 8(4):90–107

    Article  Google Scholar 

  18. Mukhopadhyay S, Das NK, Kurmi I, Ghosh N, Pradhan A, Panigrahi PK (2017a) Tissue multifractality and hidden markov model based integrated framework for optimum precancer detection’. J Biomed Opt 22(10):105005

  19. Mukhopadhyay S, Panigrahi PK, Mitra A, Bhattacharya P, Sarkar M, Das P (2013) Optimized dht-rbf model as replacement of arma-rbf model for wind power forecasting. In: 2013 IEEE International Conference ON Emerging Trends in Computing, Communication and Nanotechnology (ICECCN) . IEEE 415–419

  20. Mukhopadhyay, S., Pratiher, S., Kumar, R., Krishnamoorthy, V., Pradhan, A., Ghosh, N. & Panigrahi, P. K. (2017b), Statistical classifiers on multifractal parameters for optical diagnosis of cervical cancer. In: Digital Optical Technologies 2017, Vol. 10335, International Society for Optics and Photonics, p 1033524

  21. Mukhopadhyay S, Pratiher S, Mukherjee S, Pasupuleti G, Barman R, Chhablani J, Panigrahi PK (2018) Statistical classifiers on local binary patterns for optical diagnosis of diabetic retinopathy. In: Biophotonics: Photonic Solutions for Better Health Care VI, vol 10685. International Society for Optics and Photonics, p 106852Y

  22. Nakata C, Weidner K (2012) Enhancing new product adoption at the base of the pyramid: a contextualized model. J Prod Innov Manag 29(1):21–32

    Article  Google Scholar 

  23. Nancarrow C, Wright LT, Brace I (1998) Gaining competitive advantage from packaging and labelling in marketing communications. Br Food J

  24. Oodith PD (2018) Size and shape: The influence of packaging on south african bop consumersâ\(^{TM}\) decision-making. J Econ Behav Stud 10(1):6–21

    Article  Google Scholar 

  25. Panda D, Chakladar DD, Dasgupta T (2020a) Assessment of income group based on features causing decision paralysis. Int J Bus Inf Syst (in press)

  26. Panda D, Chakladar DD, Dasgupta T (2020b) Multimodal system for emotion recognition using eeg and customer review. In: Proceedings of the Global AI Congress 2019, Springer, Singapore, pp 399–410

  27. Panda D, Chakladar DD, Dasgupta T (2021) Prediction of consumer preference for the bottom of the pyramid using eeg-based deep model. Int J Comput Sci Eng 24(5):439–449 (in press)

    Google Scholar 

  28. Panda D, Das Chakladar, D. & Dasgupta, T. (2021b) Do celebrities influence urban and rural bottom of the pyramid consumers?-a comparative study-based approach. Int J Manag Pract (in press)

  29. Panda D, Masani S, Dasgupta T (2021c) Packaging-influenced-purchase decision segment the bottom of the pyramid consumer marketplace? evidence from west bengal, india, Asia Pacific. Management Review

  30. Pilditch JGC (1961) The Silent Salesman. How to Develop Packaging that Sells.[With Plates.]. Business Publications

  31. Pitta D, Pitta DA, Guesalaga R, Marshall P (2008) The quest for the fortune at the bottom of the pyramid: potential and challenges. J Consum Market

  32. Prahalad CK (2009) The fortune at the bottom of the pyramid, revised and updated 5th, anniversary. FT Press, Eradicating poverty through profits

  33. Prahalad CK (2012) Bottom of the pyramid as a source of breakthrough innovations. J Prod Innov Manag 29(1):6–12

    Article  Google Scholar 

  34. Raghubir P, Krishna A (1999) Vital dimensions in volume perception: Can the eye fool the stomach? J Market Res 36(3):313–326

    Article  Google Scholar 

  35. Ranjbarian B, Mahmoodi S, Shahin A (2010) Packaging elements and consumer buying decisions. IntJ Bus Innov Res 4(4):376–390

    Article  Google Scholar 

  36. Rundh B (2009) Packaging design: creating competitive advantage with product packaging. Br Food J

  37. Sagar V, Kumar S (2005) Packaging requirements for raw & processed foods. Beverage Food World 32:24–28

    Google Scholar 

  38. Schreiber E (1994) Retail trends shorten life of package design. MarketNews 28(25):7–7

    Google Scholar 

  39. Sehrawet M, Kundu SC (2007) Buying behaviour of rural and urban consumers in india: the impact of packaging. Int J Consum Stud 31(6):630–638

    Article  Google Scholar 

  40. Silayoi P, Speece M (2004) Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure. Br Food J 106(8):607–628

    Article  Google Scholar 

  41. Silayoi P, Speece M (2007) The importance of packaging attributes: a conjoint analysis approach. Eur J Market

  42. Underwood RL, Klein NM, Burke RR (2001) Packaging communication: attentional effects of product imagery. J Prod Brand Manag

  43. Van Biljon W, van Rensburg MJ (2011) Branding and packaging design: key insights on marketing milk to low-income markets in south africa. Afr J Bus Manag 5(22):9548–9558

    Google Scholar 

  44. Vardhan GH, Amulya M (n.d.) Visual influence of packing on consumer buying behavior of ready to eat food products. J Bus Manag

  45. Variawa E et al (2011) Buying behaviour and decision-making criteria of Base of the Pyramid consumers: the influence of packaging on Fast Moving Consumer Goods customers brand experience. University of Pretoria (PhD thesis)

  46. Wang R, Chou M-C (2011) The comprehension modes of visual elements: how people know about the contents by product packaging. Int J Bus Res Manag

Download references

Funding

No research funding has been received for this work.

Author information

Authors and Affiliations

  1. Department of Business Administration, The University of Burdwan, Burdwan, India

    Debadrita Panda & Tanmoy Dasgupta

  2. MAKAUT, West Bengal, India

    Debadrita Panda

  3. Department of Computer Science and Engineering, IIT Roorkee, Roorkee, India

    Debashis Das Chakladar

Authors
  1. Debadrita Panda
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Debashis Das Chakladar
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Tanmoy Dasgupta
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Debashis Das Chakladar.

Ethics declarations

Conflict of interest

The authors declare that there is no conflict of interest.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Reprints and Permissions

About this article

Verify currency and authenticity via CrossMark

Cite this article

Panda, D., Chakladar, D.D. & Dasgupta, T. Impact of Packaging Attributes in the Classification of Urban and Rural Bottom of the Pyramid Consumers. J Package Technol Res 6, 23–32 (2022). https://doi.org/10.1007/s41783-021-00126-z

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s41783-021-00126-z

Keywords

  • Packaging; Urban BoP
  • Rural BoP
  • Classification
  • West Bengal