A Study of Impact of Packaging on Customer Buying Behavior with Special Refernce to Dove Brand

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  • Topic: Packaging, Marketing, Unit load
  • Pages : 11 (3289 words )
  • Download(s) : 151
  • Published : May 3, 2013
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CONTENTS

1. INTRODUCTION
2. LITERATURE REVIEW
3. RATIONALE OF THE STUDY
4. OBJECTIVEOF THE STUDY
5. METHODOLOGY
6.1 THE STUDY
6.2 THE SAMPLE
6.3 TOOLS FOR DATA COLLECTION
6.4 TOOLS FOR DATA ANALYSIS
6. REFRENCE

INTRODUCTION

In nowadays competitive environment the role of packaging has changed due to increasing self-service and changing consumers’ lifestyle. Firms’ interest in packaging as a tool of sales promotion is growing increasingly. Packaging has become an ultimate selling proposition stimulating impulsive buying behavior, increasing market share and reducing promotional costs.

Packaging is the science, art, and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages. Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. Packaging contains, protects, preserves, transports, informs, and sells.

History of Packaging

The first packages used the natural materials available at the time: Baskets of reeds, wineskins (Bota bags), wooden boxes, pottery vases, ceramic amphorae, wooden barrels, woven bags, etc. Processed materials were used to form packages as they were developed: for example, early glass and bronze vessels. The study of old packages is an important aspect of archaeology.

The earliest recorded use of paper for packaging dates back to 1035, when a Persian traveler visiting markets in Cairo noted that vegetables, spices and hardware were wrapped in paper for the customers after they were sold. Iron and tin plated steel were used to make cans in the early 19th century. Paperboard cartons and corrugated fiberboard boxes were first introduced in the late 19th century.

Packaging advancements in the early 20th century included Bakelite closures on bottles, transparent cellophane overwraps and panels on cartons, increased processing efficiency and improved food safety. As additional materials such as aluminum and several types of plastic were developed, they were incorporated into packages to improve performance and functionality.

In-plant recycling has long been common for production of packaging materials. Post-consumer recycling of aluminum and paper based products has been economical for many years: since the 1980s, post-consumer recycling has increased due to curbside recycling, consumer awareness, and regulatory pressure. As of 2003, the packaging sector accounted for about two percent of the gross national product in developed countries. About half of this market was related to food packaging.

What is packaging?

The definitions of ‘packaging’ vary and range from being simple and functionally focused to more extensive, holistic interpretations. Packaging can be defined quite simply as an extrinsic element of the product (Olson and Jacoby (1972)) - an attribute that is related to the product but does not form part of the physical product itself. “Packaging is the container for a product – encompassing the physical appearance of the container and including the design, color, shape, labeling and materials used.

Objectives of Packaging

Physical Protection - Protection of the objects enclosed in the package from shock, vibration, compression, temperature, etc.

Barrier Protection - A barrier from oxygen, water vapor, dust, etc.

Containment - Small objects are typically grouped together in one package for transport and handling efficiency. Alternatively, bulk Commodities (such as salt) can be divided into packages that are a more suitable Size for individual households.

Information Transmission - Information on how to use, transport, recycle, or Dispose of the package or product is often contained on the package or label.

Reducing Theft - Packaging that cannot be re-closed or gets physically damaged (Shows signs of opening) is...
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