Abstract- The part of the marketing mix is as we know the “product” and packaging is considered to be the most sufficient part of it. Packaging is serves not just as the protection , convenience and preservation but also it is the one of the effective promotional tools nowadays used by producers. Branding process itself is mostly supported by packaging and takes the significant role on delivering the image of the particular company to consumers. The goal of the study is to find out the effect the packaging plays on consumers bying behavior. And this article is directed to examine whether the factors that will be considered in this article are affecting the formulatioinn of the brand. The data of research is collected through the questionnaire …show more content…
And there is an arguments about the packaging aim , some of them is that the packaging is more preferable to be the promotional tool rather than used in the development and extention of the product. Keller [12] Our modern life and the organization of the business is now can’t be considered without such component as packaging. The envelopment of the physical object is considered to be …show more content…
Packaging itself is considered as effective tool for promoting. The packaging wrapper , colour , quality , and some other characteristics of the packaging are used as the stimulaters og the consumers bying behavior. Packaging itself is the proposition that organization making to consumers ty try to affect and increase the stimuli . In terms of economical benefits packaging has the huge advatages which are contributed, such as the reduction of the costs and increasing the market shares. According to Rundh (2005) the attentiveness of the consumer to the brand , the stimulation of perception and also the developed image of the product all those things can be achieved by packaging. Producers may send the essage to consumers by giving the distingtive value to the product just using the packaging(Underwood, 2003; Silayoi, & Speece, 2007),Packaging is used to make consumer aware of the exact product among the other productions , in other words it plays the role of differentiating tool. (Wells, Farley & Armstrong,
Have you ever thought how much research and effort a company has done to make their product appeal to you? A company will conduct surveys, record human responses to specific images, and adhere to government regulations not to mention all the different designs produced, just so that you will want to buy their product over their competitors. In Thomas Hine’s essay, What’s in a Package, Hine discusses the great length the response that a consumer should have when looking at a product’s packaging, the importance of manufactures’ marketing campaign, the importance of packages depending on the culture, then finally to why designs will change over time.
Packaging can seriously impact your sales profits, by affecting your consumer's perceptions of your brand. How does this happen? For one thing, the purchase decisions made in-store are made unconsciously, for the most part. Yes, while traditional packaging methods are betting on your consumer's use of logic, rationality and reason, eye-tracking tests have indicated another reality. What is that reality? It's that your consumers are making their purchases based on emotion and instinct.
TricorBraun relies on having more selections that give its customers control and a large selection of stock molds. In North America and considerable access to global resources factor in custom package design and engineering, logistics, and international sourcing. TricorBraun offers the best packaging options available, and the difference comes from the company 's devoted customers, employees and values they share (http://digitalscholarship.unlv.edu/cgi/viewcontent.cgi?article=1168&context=grrj). During the course of TricorBraun history of leadership and values, have facilitated delivery on promises to customers and
Rohm, Kashyap, Brashear and Milne (2004) suggested that in order for a company to be successful, it must differentiate itself from competitors to appeal to customers in the online marketplace . To achieve this, the company will utilize its practice of personalizing its product packaging that it currently offers in-store customers. ABC will implement a customer e-mailing list to send sales advertisements, product promotions, and other special offerings to customers who
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.
A brand identifies a seller’s product from a competitor’s product. There are three main purposes for branding product identification, which is the most important purpose, repeat sales, and new-product sales. Branding has a lot of terms that marketers use there is brand equity, global brand, and brand loyalty. Marketers also have different brand strategies that they use for different products or customers. It all depends on the consumer for them to decide which strategy they will use. The different strategies are generic products, manufacturer’s brands, private brands, individual brands, family brands, and co-branding. The branding purposes and the branding strategy make up the importance of branding.
Even with commodities, there are quite a few parameters which brands can use to position themselves to capture a place in the consumer’s memory and consequently in their shopping basket. A few of the more widely accepted of them are: Consistency of Product Quality, Customization of the product to the extent possible, Providing a wider range of products, Identifying the most profit generating segments of the market and modifying or adding an offering to cater to their specific needs, Unique packaging, Emotional Branding and even basing branding on building a unique image to the extent of professing to have a brand personality. In fact focusing on getting consumers to build an emotional identification with the brand and its personality has a far longer lasting effect and builds far greater loyalty than focusing on just functional and utility attributes which a competitor would also able to easily match if not surpass.
Lastly, brand awareness is a crucial consideration. And It may be thought of as a consumers’ ability to find a brand within a group in adequate detail to make a purchase. It is important to remember that adequate detail does not always need identification of the brand name. Often “brand awareness is no more than a visual image of the package that stimulates a response to the brand.” Moreover, recall of the name is not necessarily required because brand awareness in which can try via brand recognition. According to Emma Macdonald and Byron Sharp (2003), suggested, when a brand is recognized at point of purchase, its brand awareness does not need brand recall. This is a major point in the consideration of brand awareness as the most important communication objective. In fact, the difference is misunderstood by marketing and advertising managers. The difficulty is to relate to the essential difference between recognition and recall, that is extremely important to advertising strategy. Brand recognition and brand recall are two separate types of brand awareness. The difference depends upon the communication effect that occurs primarily in the consumers’ memory.
Packaging mirrors the image and uniqueness to the consumer about a company while branding a product (Mishra and Jain, 2012). Today’s consumer never differentiates the consumer product from its package, where they look the package also as a part of that product (Ahmed et. al., 2005). Packaging plays a vital role of protecting the product inside and attracting the consumer outside. Packaging has a significant part in allowing products to respond to the demands and needs of modern consumers. Packaging is a vital opportunity to build new brands or reinforce and add value to a positive experience of an existing product or brand. It also plays an important role in creating a product brand and in communicating with
Secondly, some light has been thrown on the previous researches by various authors on the similar topics by providing with a summarised form of the same. It helps in better understanding of the ongoing concepts and perceptions on the concept of brand and its importance.
In today’s business brand image plays an important role to market the brand. Now whenever a consumer buy a brand he always observe its image. The brand image is force which is at top of the mind and then consumer likes to buy that brand. Before buying any brand consumer are countered by many psychological situation than they select the brand according to that situation, every brand has different image in consumer mind. Brand A has good image in one consumer mind but on other hand the brand A does not create well image on other consumer it effect the behavior of every individual. The purpose of the study is to inspect the effect of brand image on consumer behavior among the people of Karachi. We will find out that the brand image has
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.
There are many elements affecting to the success of a launching. The basic factor is to develop product that satisfies consumers’ demands and maintain the brand promise. However, consumers are not only looking for the quality of product but also concerning about the price, the promotion and so on.
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.
The product researcher has study is Keropok Losong (frozen) and the suggested promotional method is packaging design. The researcher will only focus on elements of packaging design specifically on visual elements. Other promotional method such as signage, or advertising (billboard, mess print, posters) will not be methoded for this study. The researcher will only focus on the elements of packaging design design as reported by newspaper article, interview and observation. The researcher will not focus on any Keropok Losong brand but in term of design in design development process in chapter four, the researcher will suggest a random name for the Keropok Losong brand and product.this is due to the issue regarding Keropok Losong in Terengganu which many products uses the same