Reseach Proposal-Consumer Behaviour to Change in Packaging Design of Fmcg

Topics: Marketing, Sampling, Unit load Pages: 6 (1376 words) Published: May 19, 2011

Design is increasingly used by firms as a strategy to create a substantial competitive advantage. Good design uniquely differentiates a product. Companies mastering the art of design have emerged as leaders in their respective markets. In this proposal, i examine how consumers respond to the visual aspects of packaging design and benefits of studying consumer behavior. The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged FMCG products. This research utilized a focus group methodology to understand consumer behavior toward such products. The challenge for researchers is to integrate packaging into an effective purchasing decision model, by consumers search for and process information in-store; the product's package can contain relevant and useful information for the consumer. Product packaging forms the end of the 'promotion-chain' and is close in time to the actual purchase and may therefore play an important role in predicting consumer outcomes. Packages also deliver brand identification and label information like usage instructions, contents, and list of ingredients or raw materials, warnings for use and directives for care of product.

Packaging is the container for a product – encompassing the physical appearance of the Container and including the design, color, shape, labeling and materials use.

Packaging has a huge role to play in the positioning of products. Package design shapes consumer perceptions and can be the determining factor in point-of- purchase decisions which characterize the majority of shopping occasions. A product’s packaging is something which all buyers experience and which has strong potential to engage the majority of the target market. This makes it an extremely powerful and unique tool in the modern marketing environment. In addition to its benefits in terms of reach, some marketers believe that packaging is actually more influential than advertising in influencing consumers, as it has a more direct impact on how they perceive and experience the product. “In most cases, the experience has been that pack designs are more likely to influence the consumer behavior towards the brand.” ´´In essence, a bad pack design that is not attractive or not well designed does not attract a consumer or a potential consumer.``

For products with low advertising support, packaging takes on an even more significant role as the key vehicle for communicating the brand positioning Fast Moving Consumer Goods

FMCG generally include a wide range of frequently purchased consumer product such as toiletries, soap, cosmetics, teeth cleaning product, shaving product, detergent, as well as other non-durables such as glassware, batteries, paper products, light bulbs and plastic products. FMCG may also include pharmaceuticals, consumer packaged food products and drinks.

Literature Review

Packaging design plays a pivotal role in ensuring consumers` perception of the brand is mirrored on the pack. Consumers make a brand purchase just as much as they make a product purchase. They may in reality be buying a face cream but their choice is affected by their perception of the brand and its inherent promise. Packaging has always played its part in distinguishing one manufacturer`s product from another.

Now the whole differentiation process has become increasingly sophisticated. Whereas graphics once took the lead role in distinguishing one product from another, structural packaging now plays a major role in brand differentiation.

Packaging has extended its role also in reaction to consumers’ changing life style. Consumers change their behaviour according to the product category they choose. Research work from several years ago has revealed that people who buy beach products spend an hour to evaluate the supply and choose the right...
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