In the marketing packing is most important thing for any product because some time only packaging attract the consumer and they purchase product due to attractive packaging sauvage 1006 argue that packaging shape of the product make image of product underwood et al 2001 noted that packaging picture is important as compare. Packaging is a pervasive element of modern consumption that provides a wide range of functionalities and consumer benefits. Studies suggest that package appeals consumers attentiveness towards a certain brand, increases its image, and stimulates consumers perceptions about product. Whereas classical marketing research is restricted to purely analyzing reported andor behavioral data, the new research area of consumer neuroscience might be able to capture unconscious and emotional processes as well. The effect of cosmetic packaging on consumer perceptions. This research sought to delve into the consumer perception of quality of a product. The role of packaging is perhaps of greatest importance in consumer packaged good cpg markets, which often strongly rely on packaging elements to maintain product quality, prevent product losses, facilitate transportation and. The effect of packaging design on customers perception of. The packaging component of a product refers to any container in which it is offered for sale and on which information is communicated berkowitz et al, 1989. Food product packaging can be a factor in consumer decisionmaking, because it enables consumers to make assumptions about how the product tastes. According to product 2004 panwar packaging is the act of containing, and protective. Olga ampuero natalia vila, 2006,consumer perceptions of product packaging, journal of consumer marketing, vol. Packaging of consumer products is extremely important at the point of sale. Consumer purchasing based on packaging structural design.
How does product packaging influence consumer behavior. Orth says that packaging design is use for the identification and building of brand image of the product. In the view of best 2002, attractive packaging creates value by helping consumer decision process. In this article, we explore ethical perceptions of three product packaging issues as viewed by packaging professionals, brand managers, and ethicallyinterested consumers. Currently, information on the influences of packaging attributes on consumer purchase decisions for fresh produce is scarce. How are consumer perceptions and expectations changing. Protection, transportation, mechanical handling, and informingselling.
It was perceived that in terms of a healthy food products, the packaging had to be nicelooking and appealing to children to make them eat it and to assure mothers that they would eat it. Studying the influence of packaging design on consumer perceptions of dairy products using categorizing and perceptual mapping. The impact of product packaging on consumers value. Some identify a consumer package as one which isdirected toward a consumer or household. They are aware about the value of packaging and labeling. Pegah pasteurized cheese, in isfahan city shima nilforushan 1, dr. Consumer neuroscience the effect of retail brands on the. Convenient packaging 1 euromonitor video blog, functionality is key to ready meals packaging, mylan nguyen, march 2015. This study is generally embarked to determine the age income and educational level of consumers, if it has or no effect on their perception on product quality specifically and their decision to buy the product. Several articles and studies have been released recently discussing the correlation between color, transparency and the consumer perceptions when it comes to food packaging. Ampuero and vila 2006 discussed the need to understand consumer perceptions in order to correctly design product packaging. It also to find out what influence the consumer in determining the quality of the product as well. No conclusions can be drawn to support or reject the alternative hypothesis.
The psychology of product packaging digital packaging. In some cases in addition to shaping taste expectations, the packaging can even affect subsequent product experiences cardello, 1994. The purpose of this research is to examine the essential factors, which are driving the success of a brand. Packaging increases sales and market share and reduces market and promotional costs. Pdf impact of product packaging on consumers buying. Packaging elements like color, images, typography, and brand name influence how soon the package catches the eye. The impact of packaging design on health product perceptions. Packaging may be discussed in relation to the type of product being packaged. The purpose of this thesis is to investigate how packaging of convenience goods is an integrated part of the international new product development process. This helps them stand out of the crowd and make the optimum sales.
International journal of management cases 154 155 international journal of management cases comparative perceptions of consumer goods packaging. This research also identified the relationship between the dependent and independent variables. Food packaging cues influence taste perception and. The purpose of this research is to examine the essential factors, which are driving the success of a. Packaging materials in relation to the fast food industry in todays fast food industry, a variety of packaging materials are used that may cause significant health risks to. Her finding indicates that the results of perpetual mapping provide a better understanding to the packaging designers in developing product packages that can be used to better align with a consumers perception. In the chilled food category, and particularly among sliced cheese and meats, convenience means, above all, ease of opening and increasingly. Packaging is the container for a product encompassing the physical appearance of the container and including the design, colour, shape, labelling and materials used arens, 1996.
Product packaging is an essential marketing mix that projects firm brand image, which is. Food packaging cues influence taste perception and increase effort provision for a recommended snack product in children laura enax, 1, 2, 3 bernd weber, 1, 2, 3, maren ahlers, 4 ulrike kaiser, 4 katharina diethelm, 4 dominik holtkamp, 1, 2 ulya faupel, 5 hartmut h. A project report on role of packaging on consumer buying. Packaging has now changed its traditional role of protecting the product to communicate a complete message about the product, to get the consumer attention on retail stores and to provide convenience for consumers to use the product rundh, linking packaging to marketing. According to rundh 2005 package appeals consumer s attentiveness towards a certain brand.
This study focused on consumers perception towards the outlook of the coffee packaging which resulted in influencing their purchasing decision through survey study. Shoppers today are presented with an overwhelming amount of choices and brand owners often use packaging design to get their product to stand out over a competing product. The impact of product packaging on consumers value perception does packaging enable retailers to take premium pricing with their retailer brand premium tier in the food segment in germany. Student, department of management and accounting, islamic azad university, mobarakeh branch, isfahan, iran iran. Today consumer choice is very important for marketers.
International journal of management cases comparative. The reason for this lies in the fact that, traditionally, studies have focussed on positioning through ephemeral messages transmitted by the mass media, without taking into account. Consumer perceptions towards package designs 63 as well. People are willing to engage, and digital tools can make it exciting. The appearance of the package is believed to have a stronger impact on influencing consumers purchase decisions than advertising.
According to him packaging help in choosing in choosing the product when there is a lot of uncertainty and thus they trust on good attribute of the product packaging. Packaging plays an important role at various stages of product transport and consumption. Does packaging enhance consumers value perception to justify a price premium christoph breetz textbook business economics offline marketing and online marketing. This current study was done on three main issues namely appropriateness of appearance, branding and pricing as reflected by the first impression towards the products packaging. Packaging is a whole package that becomes an ultimate selling proposition, which stimulates impulse buying behavior. The objective of this study is to determine role of packaging on consumers buying behavior. The objective of this study is to determine role of packaging on consumer s buying behavior.
Roleofpackaging on consumerbuyingbehaviorpatan district. Unless a consumer has previously used a product, the packaging will be a significant part of their decision to purchase a product. The impact of consumer product package quality on consumption satisfaction, brand perceptions, consumer investment and behavior abstract consumer product packaging can serve a critical role in the consumption experience, but marketing and packaging science researchers focus primarily on pre and postconsumption aspects of consumer product. A case of fmcg products misbah ehsansamreenlodhi, jinnah university for women. Companies today actually spend more on package development than on advertising 8. Packaging matters report packaging noun packaging all aspects of the container that a product comes in, including materials, shape, graphics and additional features, including openings, closures, caps or dispensers. Custom consumer products packaging and boxes solutions. We examine, differences between business practitioners and consumers with respect to ethical sensitivity, perceived consequences of business practices, and perceived industry norms. This paper seeks to discuss the need to understand consumer perceptions in order to correctly design product packing and to achieve the desired position in the minds of consumers. Impact of product packaging on consumer perception and. The impact of aesthetics package design elements on.
Packaging is also a source to provide information about ingredients to the customers and instructions to use the product, for which there are some legal requirements. Marketing chapter 11 product, branding, and packaging. The present study investigates the neural correlates associated with different retail brand frames. While usually not in direct contact with a product, secondary packaging. However, this research was focused only on design elements like color, typography, graphic. Consumer perceptions of product packaging emerald insight. The influence of package shape and package color on perceived product healthfulness. In this paper we will show how the amount of packaging used to conceal or reveal a product can directly affect consumers buying decisions. Abstract packaging performs a central role as a medium in the marketing mix, in specifying the character of new products, in promotional campaigns, as a pricing pattern, and as a tool to create shelf impact. Consumer perceptions of product packaging ram pages. Studying the influence of packaging design on consumer. We use cmyk and pantone colors to make sure that our customers get the most vibrant and compelling customer product packaging from us. The effect of packaging design on customers perception of food products quality, value, and brand preference case study. In cpg, packaging lookandfeel is crucial as it signals the fullest of the product that otherwise is not visible to the consumer, so consumer perceptions of packaging in the fully cpgoriented.
Packaging is that the intromission of an entity, usually a product that may be offered available. Its the method of preparing things of instrumentation for transportation and storage and thatembraces preservation, identification and packaging of. Packaging can be defined quite simply as an extrinsic element of the product olson jacoby, 1972. These are also the products that are bought on impulse. Pdf journal of consumer marketing consumer perceptions.
The custom consumer product boxes are made in bulk quantity, because the products which are packed in them are produced in bulk quantity. Consumer perceptions of product packaging olga ampuero and natalia vila journal of consumer marketing volume 23 number 2 2006 102114 103. Role of packaging cues on consumer buying behaviour 62 special reference to healthy food products. Particularly with less expensive and low risk products, the consumer has low involvement in the purchase and the only motivating factor is the packaging. Product packaging as tool to demand a price premium. Brand dilution occurs when the brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold.
Kotler 2003, defines packaging as all the activities. The role of packaging in consumers perception of product. Christoph breetz masters thesis business economics offline marketing and online marketing publish your bachelors or masters thesis, dissertation, term paper or essay. The packaging of tobacco products cancer research uk. However, this research was focused only on design elements like color. Attractive packaging calls for repeated patronage from consumers, which enable the firm to generate profit.
Customers form an opinion about the product based on its overall appearance before looking at the ingredients or the price tag. In cosmetics, many companies rely on packaging and advertising to draw in buyers. In other term, packaging is where the product is secure, and where it can be identified, where as it preserves the facilitating of the product giovannetti, 1995. Influences of packaging attributes on consumer purchase. The first, based on designers opinions, to determine the key graphic variables in the design of packaging. The impact of packaging characteristics on consumer brand. Purpose of this study is to check the influence of product packaging on consumer purchase intentions.
860 1174 1556 356 286 641 171 1570 824 688 1611 877 1340 804 1127 1122 137 1271 370 504 210 1578 1520 1129 199 1343 826 558 818 343 1071 874 117 1490 1396 741 1412 1416 639