IMPACT OF PRODUCT PACKAGING ON CONSUMER’S BUYING BEHAVIOR
In nowadays competitive environment the role of package has changed due to increasing self-service and changing consumer’s lifestyle. Firm’s interest in package as a tool of sales promotion is growing increasingly. Package becomes an ultimate selling proposition stimulating impulsive buying behavior, increasing market share and reducing promotional costs. A package attracts consumer’s attention to particular brand, enhances its image, and influences consumer’s perceptions about the product. Also package imparts unique value to product’s , works as a tool for differentiation, i.e. helps consumers to choose the product from wide range of similar products, stimulates customers buying behavior
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Some of researchers try to investigate all possible elements of package and their impact on consumer’s purchase decision, while others concentrates on separate elements of package and their impact on consumer buying behavior. Moreover some researchers investigate impact of package and its elements on consumer’s overall purchase decision, while others – on every stage of consumer’s decision making process.
According to Rita package attracts consumer’s attention to particular brand, enhances its image, and influences consumer’s perceptions about product. Also package imparts unique value to products, works as a tool for differentiation, i.e. helps consumers to choose the product from wide range of similar products, stimulates customers buying behavior. Thus package performs an important role in marketing communications and could be treated as one of the most important factors influencing consumer’s purchase of package, its elements and their impact on consumer’s buying behavior became a relevant
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Graphics could add value in the physical appearance of a brand and increases its aesthetics quality. Moreover, in many situations graphics could create a positive mood and could match with or satisfy the lifetime hidden aspirations of a consumer (P R Smith, 2004). An important role of packaging graphics is that they gain attention of consumer (Pinya Silayoi M. S., 2004). A qualitative study done by (Tobias Otterbing, 2013) on textual and pictorial elements of packaging shows that textual elements of packaging are noticed if they are placed on left side and pictorial elements of the packaging are noticed if they are placed on the right side. This in effect indicates that not only attractiveness of graphics, but the proper placement of pictorial and textual element of packaging is also necessary in order to be noticed by consumers. Graphics help consumers find the brand of their choice by cutting through clutters at retail stores and if they do not have any strong preference of a brand then graphics at least gain their attention to consider a particular product for evaluation (Pinya Silayoi M. S.,
Schrager, M. (2012). Why FedEx’s Marketing Efforts are the Perfect Package. Business Marketing Association, Chicago. Retrieved Nov 12, 2013, from
Pillow favor boxes packaging is an essential in packaging in many perpendicular markets, such as stores, retail, and pharmaceutical. Pillow favor packs and containers are often utilized for cereals, liquids, nutraceuticals, toys, powders and much more. This type of packaging allows many advantages. The bottom seal, top seal, and back seal keep cooking products well preserved and fresh. Also, more product can be placed in a pillow boxes using less film. Pillow boxes packaging come in a big spacious of styles, such as hanging, re-sealable and stand-up. The possibilities are just about unlimited for manufacturers, and corporations can get a complete package that is shelf-ready. In a nutshell, the advantages of pillow boxes packaging
Levels of involvement range from high to low (Choubtarash, Mahdieh, and Marnani, 2013). It has been established that the process of purchasing differs due to this. In other words, different consumers will adopt different purchasing involvement processes for the same product. Using literatures and theories on the two levels of purchase involvements, a critical analysis of my two purchases shall be made next.
If a person sees a graphic warning they will react differently to the topic of the warning sometimes not even consciously. The Graphic Warnings have the power to enact change in a person’s mind without the person realizing. Food Labels are a form of graphic warning; they display facts about the food they represent. For this reason, graphic designers need vigilance in their design because any move can change the future products use or perception. Food Labels influence the consumer’s perception of the
The business world is very competitive today more that it has ever been. There are very many business organizations that deal with similar products and thus survival is an everyday hustle. Every business organizations would like to get the maximum possible market share in order to maximize its profits. Very many organizations have been sent out of business simply because they are not competent enough. It is known as a fact that advertisement is one of the most crucial determinants of business success. It is through advertisement that businesses can let customers know about the existence of their products and also remind customers to keep on patronizing their business premises for more offers. Good advertisement that captures customer’s attention and convinces them to act as requested will contain the three artistic proofs, which is ethos, pathos and logos. Ethos is the ethical appeal, pathos is the emotional appeal while logos is the ethical appeal all contained in massages. It is the combination of these three appeals that prompts the customer to act as requested by the advert. This paper will analyze the use of ethos, pathos and logos in the one of the Apple advert
Similarly, Postrel (1999) argued that aesthetic expectations have increased among consumers and that investing in aesthetics can mean the difference between survival and bankruptcy. However, Bloch et al. (2003) suggested that consumers essentially varied in the degree to which visual product aesthetics are important. These differences are apprehended in the idea of centrality of visual product aesthetics (CVPA), defined as "the overall level of significance that visual aesthetics hold for a particular consumer in his/her relationships with products" (Bloch et al., 2003). They identified three underlying dimensions of CVPA. One facet is the “personal and social value” of visual product aesthetics. This dimension refers to perceived value associated with superior product designs that improves the quality of life both at personal and at societal levels. The individual’s affective reaction to a product design is identified as the “response” dimension of product aesthetics. The third dimension of visual product aesthetics is that of “acumen”. It reflects an individual’s ability for analyzing and assessing product designs. CVPA reflects an enduring concern with the aesthetic benefits provided by a product. Some consumers are expected to have more than average concerns for visual aesthetics independent of product category or setting. Visual aesthetics may be significant in their purchase decision and their inclination for brands and products mostly fulfill their aesthetic needs. Consumer traits, such as centrality of visual product aesthetics (CVPA) can explain the difference in sensitivity towards product design (Bunnak, 2009). In addition, Bloch et al. (2003) showed that CVPA moderated the impact of product design on attitude towards product and purchase
Furthermore, I will explain the application of theory relating to me and my purchase. I will also review the marketing activity of the organization where I purchased from. This is to explain how the two theories have been used in the marketing strategy. In addition, recommendations regarding how the marketing strategy could have been improved by applying the 2 buyer behaviour theories are given.
Marketers assert to develop branding and packaging strategies that signify the brand’s products in a way that establishes lasting impressions in consumers’ thoughts. Because brands distinguish the many product offerings in the marketplace, brands help consumers choose between product offerings. When branding and packaging strategies clearly illustrate worthy product expectations, and products remain true to branding messages, positive consumer perceptions ensue, and brand value is strengthened.
Consumer Decision Making Process A key factor in successfully marketing new/existing products or implementing a product Extension is a thorough understanding of the motivation, learning, memory, and decision Processes that influence consumers purchasing behavior. Consumer purchasing behavior theories have found their way into managerial decision making to help companies more effectively develop and launch new products, segment the market, determine market entrance and in brand management. Therefore, a better understanding of how consumers decide what to purchase is critical to the success of a product. There are numerous theories and models describing the consumer purchasing decision process.
2. Today marketers can collect and analyze data about consumer behavior, one person at a time; this is the relationship approach to marketing.
When looking for the proper way to package your items, you want to consider both complexity and efficiency. To modest complication, you want to take as many similar packages as possible, but to develop efficiency, you want every one item to have its best package. For companies with a wide-ranging variety of products, this can be difficult to balance. Outcome of the optimal level of complexity and efficiency is critical. When you find the right balance, you can subordinate your shipping costs, apart from space and weight with each shipment. You will save money in the long run, too.
Consumers have expectations In terms of a good quality product that should be availed at a reasonable price. Consumers don’t only want the business to be socially responsible towards them in this manner of reasonable prices but way beyond this. They should meet the needs of consumers in ways of convenience and appearance. But business should also consider other aspects like environmental impact when packaging is disposed.
Packaging is an integral part of the food processing industry as it plays a major role in both prevention of spoilage of the food and enhancing of the marketing value of the food. Various functions of packaging are discussed in detail below.
Desire the display should create an impression of desirable to the customer, promoting the product & its brand.
Brand offers superior quality of the service to the customer’s expectation and satisfaction. Furthermore, people are much attached to the branded products, as majority of the people purchase the branded products with the belief that brands show their status and life style in the society. And also because they believe that they are purchasing quality when purchasing branded product. As duration of stay creates impact of brand on consumer behaviour, so verification of brand image, brand loyalty and personality should be considered as the significant factors in this regard. It can also be said that there is need to improve the product of a particular brand so that the impact of brand on consumer behaviour is more effective in comparison to the existing scenario. The study also reflects that the product features are very essential for consumers. Advertising plays a very important role in achieving growth for any product or brand. The right media for advertising products and services should be chosen to gain customer attention.