Is Plastic Packaging Important for Retailing Industry's Brand Image?

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ABSTRACT

This research is based on analyzing the degree to which plastic packaging is crucial when it comes to brands image of a product regardless of its genre. The chosen retail store based on which the importance of packaging in brand image is going to be identified is though TESCO. This report further discusses the research methodology which aids in further analyzing the TESCO's strategy of plastic packaging and how has it benefitted them in terms of creating a brand image by interviewing one of the officials as well as secondary mode of research.

ACKNOWLEDGEMENT

I would like to utilize this opportunity to appreciate and thank my supervisor, friends as well as family for their thorough support and guidance in the completion of the research proposal.

DECLARATION

I [Full Name], declare that the entire content of the proposal is a representation of my own work entailing my ideas and opinions, and this proposal has not been submitted for any qualification or for any academic examination previously.

Signed __________________ Date _________________

Table of contents

ABSTRACT2

ACKNOWLEDGEMENT3

DECLARATION4

CHAPTER 1: INTRODUCTION6

1.1 Introduction6

1.2 Research Question6

1.3 Aims & Objectives6

1.4 Organization of the Research7

CHAPTER 2: LITERATURE REVIEW8

2.1 Porters Five Forces Analysis9

2.2 TESCO going green11

CHAPTER 3: METHODOLOGY13

3.1 Research Design13

3.2 Justification of Secondary Research Method13

3.3 Research Approach14

3.4 Data Extraction Strategy15

3.5 Qualitative Data Analysis16

3.6 Qualitative Data Synthesis16

3.7 Ethical Consideration16

3.8 Validity17

3.9 Literature Search18

3.10 Time Scale18

3.11Conclusion18

REFERENCES22

CHAPTER 1: INTRODUCTION

The research problem in question is whether plastic packaging is important for brand image or not. Packaging is the physical appearance of the product; it is also for many consumers the image of the brand (Allison et. al., 1964, 80-85). For consumer products, packaging has a "figure" and a "face" fully recognized and assimilated by consumers as the most representative figure of the image of product. The fact is that packaging is often well best remembered as the only logo. Packaging is said to be crucial since it is the very first thing that the customer lays his eyes on and eventually developing the first impression which is said to last for long (Banks & Seymour, 1950, pp. 71-80).

Since a long time the container has said to perform three whole functions that is to contain, to preserve as well as to protect and the end result is a glass bottle with a cork. The earlier packaging had said to meet only one or two of these functions and in the material which was generally used was a cardboard box or it was a timber filled with straw. Many years ago the requirement of the packaging increased and then there were three traditional functions that were said to have been added others, in response to which plastics have proven to be the most suitable materials (Jacoby, 1971, pp. 570-579).

1.2 Research Question

Is Plastic Packaging Important for Retailing Industry's Brand Image?

1.3 Aims & Objectives

The objective of this research is to critically explore and analyze how plastic packaging important for retailing industry's brand image

1.4 Organization of the thesis

This proposal's organization consists of three main ...