Packaging Research

Topics: Packaging and labeling, Packaging, Sustainable packaging Pages: 26 (7918 words) Published: September 23, 2014
Importance of Product Packaging in Marketing

Whether you’re getting ready to create packaging for a product you’re selling or you’re considering changing the packaging of an existing product, you may be wondering if the appearance of a product’s package is important. Many product providers may think that the product and its performance is more important than what the packaging looks like, but the product packaging can play a role in the success or failure of the sales of the product. The purpose of product packaging is to protect the product from damage. Product packaging not only protects the product during transit from the manufacturer to the retailer, but it also prevents damage while the product sits on retail shelves. Most products have some form of packaging. For example, soups must have a container and package while apples may have packaging for transport but not to sell the product from the produce department of the local grocery store. Attraction

How a product is packaged may be what attracts the consumer to take a look on the product as is sits on store shelves. For this reason, many companies conduct extensive research on color schemes, designs and types of product packaging that is the most appealing to its intended consumer. Promotion

Packaging also plays an important role for portraying information about the product. Outside packaging may contain directions on how to use the product or make the product. Facilitates Purchase Decision

Packaging may also contain ingredients and nutritional information about the product. This information can help to sell the product because it allows potential customers to obtain the necessary information they need to make a purchase decision. Information contained on a package may propel the reader to buy the product without ever having to speak to a store clerk. Differentiation

Packaging can also differentiate one brand of product from another brand. Because the product packaging can contain company names, logos and the color scheme of the company, it helps consumers to identify the product as it sits among the competition’s products on store shelves. For example, as a shopper walks through the coffee aisle of the local grocery store, the bright orange, pink and white packaging of the Dunkin’ Donuts coffee brand may be easily recognizable for the consumer to grab on his way by the coffee shelf. The shopper may identify with the company brand, which propels them to buy the product. If the product packaging changes, it may alter the brand perception of the company, which doesn’t mean that the consumer would not still purchase the product, but it may delay the purchase until the person is able to identify the product according to its new packaging.

Product packaging plays an important role in the marketing mix Packaging plays an important role as a medium in the marketing mix, in promotion campaigns, as a pricing criterion, in defining the character of new products, as a setter of trends and as an instrument to create brand identity and shelf impact in all product groups.

The findings of many other research projects are supplemented by the survey carried out by IRI (Information Resources Inc.), which provides information about this subject from extensive, in-depth interviews and POS polls, specifically including the issue of multisensory appeal, which is a particular trend. It also presents new arguments and evidence confirming a central conviction held by the packaging industry: that the shopper appreciates and in fact explicitly wants to receive stimulation for the buying decision he is making when standing in front of the supermarket shelf, often even preferring this to other forms of communication. He is keen to be informed and inspired, tempted and pampered by surprising and persuasive functions, emotions and sensual impressions.

The top ten requests about packaging

Even though the consumer is not dissatisfied with the packaging available on...
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