A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration

Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2021

Packaging is a coordinated system for producing goods for warehousing, logistics, transportation, sale, and end use. Packaging protects, preserves, transports, informs, and sells. Package draws consumers' attention to a specific brand, improves its image, and influences consumer perceptions of the product. This study is a survey-based research project which focuses on packaging changes, which have become a critical issue in every organization and its products. In context to Nepal, packaging change was a rare practice but with increasing globalisation, organisations have started adopting various policies regarding packaging change. The research seeks to identify the connection between the packaging and the brand image. As a result, there is only little research that has been conducted on this topic to date. In some ways, this research is exploratory in nature because the goal is to discover how both verbal and visual packaging elements influence the product's brand image. This study included 255 respondents, with responses collected online. Statistical tools are used to analyse the data, and various hypotheses are tested to determine their significance. Descriptive and inferential analysis are used to analyse data. From the analysis, it was inferred that attributes such as product information, manufacturers information, price, colors and visuals and material used has a positive effect on consumer perception towards brand image where shape and size of packaging dose not.