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Research paradigm Essay The research paradigm considered by the researcher in regard to this work included the consideration of packaging in special occasions and which factors companies should focus during the period of social occasion in order to make their packaging their selling point. During the festival seasons market is flooded with various gift options. Due to the competition various organizations offer attractive schemes and offers to allure the consumers. Consumers due to various kind of motives of buying gift which can be personal, individual, altruism, cultural, reciprocal and other reason wants to buy attractive gifts for the people within his circle from family to the friends and relatives. The competitions companies face to attract these customers comes from various sectors of the industry or outside the industry. Now a days even service organization have become very competitive and services can also be offered as a gift. In such case company faces all kind of product, generic, industry specific and other kind of competitions. The packaging decisions are one of the important aspects of the marketing mix which can not be ignored in such a competitive environment where everything needs to be perfect. This paradigm has been utilized many times in the study of packaging in special occasions for all the group of respondents. I. i. a. Sample selection The data sampling was randomly managed utilizing stratified means with sixty five questionnaires completed by both male and female retail consumers. The percentages of female respondents were higher than that of male. The choice to use retail consumers alone in this research was made for three reasons. †¢ First, it was far simpler to have access to consumers from retail organization in regard to the researcher’s availability. †¢ Second, the focus itself is on understanding attitudes and perceptions for the packaging of gifts in special occasions and retail organization is a place attracting major customers to buy gifts. †¢ Third, the quantification of such information allows the researcher to gain a broader perspective on how respondents observe and realize the meanings of different components of packaging during special occasions and how it impacts their buying behaviour. I.i. b. Reliability and viability Reliability for the researcher was achieved in the assurance that only a specified group of men and women were utilized in regard to the research. The focus of the research has been on the consumers from retail organization. These consumers from retail organization were approachable. Data was collected in the presence of researcher. This gave the research a more focused view of the research goal. The validity was managed as a result of this focus and emphasised in the considerations involved in the data collection, variables and sampling methods. Privacy and confidentiality methods included assigning numeric and alphabetic coding to each responding questionnaire. This ensured anonymity in regard to the researcher and the subjects of the research process. I. i. c. Sample size Approximately 100 questionnaires have been distributed to collect the information. However in 35 questionnaires the information was not completed and due to that these has been withdrawn from the studies. 65 fully filled questionnaires have been utilized for the purpose of study. I. i. d. Questionnaire design The questionnaire design was simple. The questions included in the paper are related to the attributes of the packaging. The time taken to complete the questionnaire was less due to its simple nature. Most of the questions are simple circle question where respondent has to make a circle around the most appropriate and applicable option. I. i. e. Data analysis and findings Analysis of information in regard to research managed by the researcher must include complete and full understanding of the questionnaire. This understanding focuses in the use of the questionnaire created specifically for this process. It is the considerations realized within the questionnaires, no matter their simplicity, that will focus considerations in later chapters of this work. Within this section of Analysis and Findings there will be measurement of all responses in regard to the questionnaire. †¢ Analysis strategy Analysis strategy included a full series of statistical diagrams of all information collected including positive and negative responses, gender variations and marital status. This strategy provided the researcher with a wider spread for the conclusions that became evident in regard to the researcher’s focus. This information was broken down into specific charts for the benefit of visual context. The visual context provided insight in regard to perceptions of packaging and considerations by consumers from retail organization in regard to the impact of components on them. These perceptions and considerations provide the researcher with evidence to support the hypothesis made in that effective packaging decisions during the special occasions will support organizations to delight the consumer. †¢ Awareness The researcher held awareness of the potential for study in regard to packaging during special occasion through many methods. Those methods include observation, interaction and extensive research. The awareness of the media discussions of packaging amongst collegiate level men and women and the similar studies within this idea would in fact have influenced the choice made. The choice of analyzing how consumers from retail organization amongst this particular population would in fact consider their packaging options and knowledge allows for a singular perspective isolated from the more broadly painted view. The focus itself was on the consumers from retail organization and how they absorbed information available before deciding on packaging decisions. Overall, the respondents to the questionnaires provided insight in regard to how many individuals are learning more and more about packaging decisions. From the literature review it is evident that usually colour of the packaging which makes impact on sender or receiver of any gift. The questionnaire aims to measure the frequency to which people buy gifts for others and what are the factors they consider for the packaging. †¢ Understanding The understanding of this information gathered is proven in the statistics within the questionnaires that were completed and submitted. Each respondent have been explained the objective of study. Researcher has helped the respondents if s/he faces any difficulty in understanding any question. The research found that all respondents understood the material being requested and filled the questionnaires accordingly in timely fashion. The responses of questionnaires were filled in the database as the completed questionnaires had been received from the respondents. This information was then examined thoroughly for consistency and validity. The researcher now understands that there is a great deal of diversity in gift buying and packaging behaviour among the consumers from retail organization. Respondents can learn about better packaging options through their own personal research, their parents, friends or other family members. †¢ Findings The questionnaire included demographic details like of the respondents Demographic Profile †¢ Age Large section of the respondents (41. 5%) fall under the age group of 22-30 years old, followed by people within the age group of 41-50 years who are 20% of the total respondents. Approximately 15% of the total respondents fall under the age group of 18-21. Figure III. 1 Age of Respondents Ethnic background: 43% of the total respondents were from White community while 34% were Asian. Black other and Black African were 14% and 6% respectively of the total respondents. None of the respondent was from Hispanic or African background. Figure III. 2 Ethnic Origin of the Respondents Gender Majority of respondents are female with percentage of 66 while remaining 34% of the respondents are male. Figure III. 3 Gender Consumer behaviour. When respondents were asked the question â€Å"How frequently do you buy gift items? † twenty five out of sixty five responded that they buy gifts once in a month. Twenty two out of sixty five responded that they buy three to six times in a year. Nine respondents told that they buy less often gifts for anyone while the same number of respondents told that they buy gifts once in a week. No respondent told that s/he never buys any gift items. Figure III. 4 Frequency of buying Gift Items Components of Packaging on Special Occasion Colour:When consumers were asked what they feel about the statement â€Å"It feels good to receive a present in Colourful packaging on special occasions† approximately 48% of the respondent strongly agreed to the statement while 35% agreed to the statement. Remaining respondents felt they were neutral to the Colour of packaging. Figure III. 5 Colourful Packaging Respondents when asked to respond on the statement â€Å"On special occasions (like Christmas), packaging is more Colourful than normal. † Majority of them agreed to the statement. 37% of the total respondents strongly agreed to the statement while approximately 50% agreed to the statement. 10-% of the total respondents felt neutral about the statement while approximately 1% disagreed to the same. Figure III. 6 Packaging on Special Occasions Respondents were asked to respond on the shape and Colour attribute of a product. They were asked to respond on the statement â€Å"People are mostly attracted by different shapes and sizes in gift items. † 58% of the total respondents agreed to the statement while approximately 16% strongly agreed. 18% respondents were neutral to this statement while 4% disagreed. 1. 5% of respondents strongly disagreed to the statement. Figure III. 7: Colours and Shapes of Product. When respondents were asked whether or not they agree to the statement â€Å"Packaging styles vary for different occasions† 44% agreed to the statement while 30% strongly agreed. 18% were neutral to the statement and 4% strongly disagreed. Figure III. 8 Packaging Style in Different Occasions When consumers were asked about their own perception regarding shapes and Colours of the product by the statement â€Å"I am attracted to a product because of different Colours and shapes in packaging when I buy for a special occasion† approximately 40% of the total respondents agreed to the statement while 26% strongly agree to the same. 18% respondents were neutral to the same, 17% disagreed and 1. 5% strongly disagreed to the statement. Figure III. 9 Impact of Shape and Size of packaging in special occasions To the statement â€Å"Colourful and attractive packaging makes a good impression about the sender to the receiver. † Approximately 50% strongly agreed to the statement while 43% agreed to the same. 6% of the total respondents were neutral while 1. 5% strongly disagreed to it. Figure III. 10: Colourful and attractive packaging and impression about sender.