Promises of silent salesman to the FMCG industry: an investigation using linear discriminant analysis approach

• Main Authors: Shekhar Suraj Kushe, Raveendran P.T.
• Format: Article
• Language: English
• Published: Sciendo 2015-12-01
• Series: Management şi Marketing
• Subjects: Consumers; Discriminant analysis; FMCG; Packaging; Purchase
• Online Access: http://www.degruyter.com/view/j/mmcks.2015.10.issue-4/mmcks-2015-0020/mmcks-2015-0020.xml?format=INT

Packaging which is often called as the ‘silent salesman’ is an important component of marketing. Today the importance of packaging has risen to such an extent that product packaging is rightly called as the fifth ‘P’ of marketing mix. FMCG are products which are utilized by large number of people. The present study examined the discriminating power of five selected FMCG packaging variables namely ‘picture’, ‘colour’, ‘size’, ‘shape’ and ‘material’ amidst those who purchased FMCG based on these packaging variables and for those who purchased FMCG not based on these packaging variables. Descriptive research was carried out in the study. Respondents (students) were asked to rate four packaging variable on a five point Likert’s scale. Discriminant analysis showed that only two variables namely ‘Colour’ (.706) and ‘Shape’ (–.527) were good predictors. Variables ‘Picture’, ‘size’ and ‘material’ were considered as poor predictors as far as the student communities were considered. The cross validated classification showed that out of the 240 samples drawn, 91.8% of the cases were correctly classified.