Packaging Design Strategies for Organic Cereal Manufacturers in Delhi-NCR: A Comprehensive Framework Using Conjoint Analysis, Factor Analysis, and Structural Equation Modeling

DOI: https://doie.org/10.10399/APER.2026114029

Authors:

Preeti Srivastava, Dr. Sapna Mathur

Keywords:

Organic cereals, packaging design, consumer behavior, conjoint analysis, structural equation modeling, factor analysis, Delhi-NCR, sustainable packaging

Abstract:

Organic food market in India has grown faster than ever before but organic cereal producers are still confronted with incessant issues in establishing a product authenticity, health benefits and sustainability through packaging. This paper constructs an empirically tested and holistic conceptual model on how to maximize the packaging design approaches among consumers in Delhi-NCR. A stratified sampling survey was carried out on 420 participants, stratified by age, income level and geographic sub-zones within Delhi-NCR. Factor Analysis (Principal Component Analysis with Varimax rotation) revealed five dimensions of latent packaging attributes, including: Eco-Aesthetic Appeal, Health Communication Clarity, Material Sustainability, Brand Trust Signaling, and Purchase Convenience. The Conjoint Analysis was used to determine consumer utility preference among 18 redesigned packaging profiles and the findings indicated that, Material Sustainability (Relative importance = 28.4%) and Health Communication Clarity (24.7) were the primary decision drivers. The relationship between consumer eco-consciousness and purchase intent was established with the help of a Structural Equation Model (CFI = 0.96, RMSEA = 0.048, SRMR = 0.051) proved that the packaging design perceptions are significant mediators of the correlation between consumer eco-consciousness and purchase intent (b = 0.61, p <.001). Cluster analysis also identified three different consumer types, Conscious Premiums, Value-Seeking Naturalists and Indifferent Browsers, which necessitate differentiating their packaging strategies. The framework presents practical design principles modulated to the heterogeneous urban consumer environment of Delhi-NCR, and has important implications not only on brand managers, but also packaging engineers and sustainability policymakers.

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