Discuss The Impact Of Package On Consumer Buying Behavior

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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 …show more content…

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 …show more content…

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.,

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