Impact Of Product Packaging

Topics: Packaging and labeling, Brand, Branding Pages: 29 (9437 words) Published: March 24, 2015
Table of Contents
S. No.
Page No.

Packaging: A Conceptual Overview
2.1 Importance of Packaging

Consumer Buying Behaviour
3.1 Six Stages of Consumer Buying Behaviour
3.2 Types of Consumer Buying Behaviour
3.2.1 Complex Buying Behaviour
3.2.2 Dissonance-Reducing Buying Behaviour
3.2.3 Habitual Buying Behaviour
3.2.4 Variety-Seeking Buying Behaviour

Role of Packaging in Product Branding

Packaging- It’s Influence on Consumers
5.1 Elements of Packaging
5.1.1 Visual Elements
5.1.2 Informational Elements

Model of Consumer Buying Behaviour

Kapferer’s Brand Identity Prism
7.1 Role of Packaging in Creating Brand Physique

Cosmetic Packaging

Sustainable Packaging
9.1 Sustainable Packaging in the Cosmetic Industry
9.2 Sustainability Packaging in the Cosmetic Industry




Meher Bhagat
M.A Fashion Marketing
Pearl Academy, Naraina, New Delhi, India


In the present scenario, there is a huge plethora of brands that have entered the market, striving to make a place for themselves and trying hard to be different from their competitors. In such a situation, the consumer is faced with a difficult problem of making a choice between different brands. The purpose of this paper is to study the impact of product packaging on the consumer buying behaviour, with special reference to cosmetic products. With a rapid change in the lifestyles and spending habits of the consumers, there has been a change in the way products are packaged in order to attract consumers and increase sales. Packaging serves as a major source of attraction for customers while making purchase decisions. It helps the brand to effectively communicate to its customers what it actually stands for. Product packaging is a very important aspect since it helps the brand to create an identity for itself. With the help of Kapferer’s Brand Identity Prism, certain important aspects of packaging have been explained. Also, there has been a rapid shift in consumer preference who have gradually started to prefer sustainable packaging in order to protect the environment.

Keywords: Product Packaging, Cosmetic Products, Consumer Buying Behaviour, Brand Identity Prism, Sustainable Packaging

1. Introduction
“Packaging is to products what clothes are to human beings.”

Packaging is the final and one of the most important steps in marketing a product. It serves as an opportunity for the marketer to visually convey the brand’s message and what the product stands for. This paper examines how product packaging impacts the buying behaviour of the consumers, why packaging is important and what are the essential elements of packaging. Consumers today are faced with an ever-increasing number of products. According to Belch & Belch (1999), the average American supermarket holds approximately 20,000 products that are competing to attract the consumers’ attention. Keller (2008) expresses a similar opinion when he states that consumers are faced with more than 20,000 choices within a 30-minute shopping session. With so many options available just before a purchase decision is made, the product packaging is one of the best marketing tools companies can use to sell products. (White n.d.) The role of packaging in marketing has become quite significant as it is one of the ways companies can get consumers to notice products. The only way to get some consumers to notice the product is through displays, shelf hangers, tear-off coupon blocks, other point-of-purchase devices, and, last but not least, effective packages. Considering the importance placed on the package, it is not surprising that a great deal of research is spent on motivational research, colour testing, psychological manipulation, and so forth, in order to ascertain how the majority of...

References: 5.1 Elements of Packaging
Consumer decision making could be defined as a psychological orientation that reflects consumer choice approach (Silayoi and Speece, 2004)
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