Product packaging process has become one sales promotion tools that determines the consumers’ buying behaviour. The literature study will provide the insightful ideas about the necessary factors that drive a brand towards success. According to Raheem, Vishnu and Ahmed (2014), packaging process is considered as the maintenance of the whole package that becomes the ultimate selling proposition. It helps in stimulating the impulsive purchasing behaviour as well. The effective packaging process increases the market share and sales ratio by reducing the promotional and market costs. Kuvykaite, Dovaliene and Navickiene (2015) implied that the consumers usually attracted towards the appealing features of the product packaging. It is one of the most beneficial strategies to increase the brand image and stimulating the consumers’ perception regarding any particular product. The packaging process includes many factors that are instigating the customers to determine their purchasing decision. The literature review study will concentrate on these factors to reflect on the effectiveness of product packaging process.
According to Velasco et al. (2016), the definition of packaging system may range from simple to complex functionalities. It is generally focusing on the holistic and more extensive interpretations. The packaging process of the product is often conceptualized as the method of establishing the extrinsic value of the goods. Stolzenbach et al. (2013) implied that the process usually involves different activities that represents the final attribute of the product. However, the product packaging is the container of the product to be covered with the proper colour, labeling, and shaping processes. The colours used in the product packaging system are often drawing the attention of the consumers. ST Wang (2013) opined that it is necessary to determine the colour of packaging because it helps in differentiating the product from the other competitors’ products. Hence, it can be stated that colours play a suggestive role in ensuring the decision-making process of the consumers.
The companies often pay attention towards the colour combination for emphasizing the different mood. For example, red colour is used for trust, black colour is used for power, green for organic or balance and keeping the nature of fresh. It is an essential component for making the purchasing decision (Gifford and Nilsson 2014). Consumers usually prefer the certain colour at per their own preferences. They are sometimes inclined towards purchasing the specific colour of the products that symbolizes the religion or culture.
According to Van Ooijen et al. (2016), product packaging process is associated with four distinct marketing functions. First, it helps in containing and protecting the actual product. The second function of the packaging process is to promote the brand of the products to the potential customers in the market. Third aspect is ensuring the products are usable to the consumers. The final aspect determines that the products are protected from the environmental damages. Therefore, it can be implied that product-packaging process is more about only protecting the products, but it helps in developing the image of the brand to the potential customers. Therefore, if the company fails to pay attention towards the design of the product package, it may decrease the chances of ensuring visibility and attractiveness (Konstantoglou et al. 2016). It is one of the most fruitful methods of increasing the sales ratio.
Product labeling is another most attractive feature of product packaging. The effective product labeling is providing the adequate information related to the product ingredient, product category, and the product instructions. The labeling helps the consumers to decide whether they can buy the products or not. The products are not only guided by the taste, it also guided by some of the recognizable and extrinsic factors, such as price, labeling, origin, and brand awareness (Vyas 2015). Consumers always feel pressure to make the purchasing decision by judging the products with these categories. When the product packaging informs the customers about these specifications, it becomes easier to the customers to decide which product and brand is to be selected. Maniatis (2016) explained that the product labeling is one of the most helpful procedures for the customers to decide which of the products is to be purchased and it will take even lesser time to decide. In current time, it has been observed that the consumers are much cautious about the health and nutritious issues (Nikolova and Inman 2015). The information provided in the label is thus necessary for the customers to become sure about the right choice.
The materials used for the product packaging is considered as much important element since it prevents the products from the loss or any damage. It is noticed that the consumers are more likely to prefer the high quality products than the low quality products. Hence, it can be inferred that the packaging materials have the clear and impressive impacts on the consumers’ purchase decision (Grunert, Hieke and Wills 2014). The consumers often use the packaging material for extracting the essential values of the products. Moreover, it changes the perception of the product quality if the material of the product packaging is of high quality. The product packaging is the final point of influencing the decision of the customers related to the product purchase whereas the marketing messaging is influenced by the advertisements (Dessart, Veloutsou and Morgan-Thomas 2015). The product packaging creates the clear linking between the brand specifications and the purchasing behaviour of the consumers. It is thus considered as the one of the most fruitful process of establishing the interaction between the brands and the consumers.
Another major element is product innovation. The current sophistication in the market has been frequently changing the demands of thee customers. However, it is notified that the customers are much attracted towards the innovative product packaging process. The innovative shape and features added to the product packaging will signify the brand of the product. Accoridngly, it will be much demanding to the potential customers.
Consumer behaviour is the set of activities that determines the experience of the consumers in searching the expected prospects. These prospects usually include the selection, evaluation, purchasing process, and searching for the right products. These behaviours usually influence the customers to judge the available products and services (Case and Given 2016). If these products and services are fulfilling the needs of demands of the customers, it will be effective enough in making a quick decision regarding the purchase of any product. On the other hand, Gunter and Furnham (2014) defined that the consumer behaviour is the perceptions of the customers regarding any particular product feature that satisfies the needs and demands. It is sometimes associated with the psychological factors. It is often noticed that if a customer were satisfied with a particular brand, the customer would be more likely to purchase the products of similar brands (Oliver 2014). Therefore, the consumers’ behaviour is needed to be treated as the utmost priority to determine the profits of the companies that are selling products or services.
The theory of consumer behaviour concentrates on the judgment of the consumers’ perception related to buying any good from a particular brand. The consumer behaviour determines how a customer spends the money on purchasing any good or service to attain the highest level of satisfaction. According to Schiffman et al. (2013), utility is the measurement of the satisfaction level that drives a consumer towards consuming any particular commodity. The perception thus may vary among the individuals. The theory of the consumer behaviour is thus concentrating on two major approaches, such as the cardinal approach to utility and the ordinal approach to utility.
Gifford and Nilsson (2014) explained that the Cardinalist school generally asserts that the utility can be quantified and measured. It suggests that there is the possibility to measure the satisfaction level that is obtained through consuming any particular good. It is measured by transforming into the quantitative terms. On the other hand, the Ordinalist school is suggesting the utility or the satisfaction level cannot be measured by obtaining the idea through using the good. In such cases, the consumers have the right to compare the product by other products available in the market. If the expected product is not satisfying the needs of the consumers, there is the possibility that the consumer can switch to another product of different brand.
Apart from the cardinal and ordinal utility, there is another type of category visible and that is Total Utility and the Marginal Utility. Ooijen et al. (2016) stated that the total utility is often known as the aggregated utility that is derived from the consumers’ perceptions after using the product. On the other hand, the Marginal Utility is conceptualized as the utility that flows from the additional unit of commodity over what has been consumed.
It is necessary to determine that the resources are sufficient to fulfill the demands and needs of the potential consumers. The customer buying behaviour can be classified into four major categories that are explained below:
Complex Buying Behaviour of the Customers
The significant difference between the brands is visible when the customers are highly involved with the buying process. In such cases, the consumers need to collect the extensive and adequate information related to the product attribute (Konstantoglou et al. 2016). The product packaging can be helpful in such cases.
Variety Seeking Behaviour of the Customers
Many of the consumers are less involved with the buying products. In spite of the lower buying behaviour, there is the significant difference noticed between the brands. In such cases, the consumers seek the product variations more specifically. It is to be indicated that the consumers usually do not buy products from different brands due to the dissatisfaction level (Gifford and Nilsson 2014). They often seek variety and superiority and buy the products from different brands. The advertisements of the products influence the customers in such cases.
Dissonance Buying Behaviour of the Customers
In this category, the customers are more involved in focusing on the few differences in the brands. The consumers seek quality in terms of purchasing any product. However, it is noted that the preferable product quality with low rate can be effective enough in attracting the customers more specifically (Case and Given 2016).
Habitual Buying Behaviour of the Customers
In this buying behaviour, the customer involvement in the purchasing process is very less. There are even few differences found between the brands that influence the customers to purchase the products quickly. Therefore, these types of the consumers’ behaviour are needed to be judged before designing the product package (Konstantoglou et al. 2016).
It is assumed that the buying behaviour of the customers is mostly influenced when the customers are in the store. The product packaging is the final point of influencing the decision of the customers related to the product purchase whereas the marketing messaging is influenced by the advertisements. The product packaging creates the clear linking between the brand specifications and the purchasing behaviour of the consumers. It is thus considered as the one of the most fruitful process of establishing the interaction between the brands and the consumers. Konstantoglou et al. (2016) stated that packaging directly correlates to the product quality. It draws the attention of the customers when it is placed in the shelf of the store. Many of the universities proved that the packaging process has the direct influence on the decision-making process of the customer in different sectors. It is also examined that the consumers usually pay more attention towards the products and the packaging style that shapes the perspectives of the consumers whether to buy the products or not (Case and Given 2016). The innovative use of packaging is essentially needed to be concentrated since it generates the idea about the consumers’ attribute towards the brand. Hence, the packaging elements are repeatedly examined to draw the attention of the potential consumers.
The literature study provides the insights about the influence of the product packaging process on consumers’ purchasing behaviour. Even though the literature provides the ideas about the different elements of product packaging, it does not clarify the type of the packaging that can influence the consumers. The main intention of the customer is to understand the benefits of the innovative product packaging. Moreover, it is even essential to understand the current market needs. However, the literature study lacks the information regarding the current demands of the customers regarding the innovative features of the product packages. The literature study has not even provided the perception of the customers to determine the specific product features. Hence, the literature study is somewhat limited.
The product packaging process is considered as the maintenance of the whole package that becomes the ultimate selling proposition. It helps in stimulating the impulsive purchasing behaviour as well. The effective packaging process increases the market share and sales ratio by reducing the promotional and market costs. Consumer behaviour is the set of activities that determines the experience of the consumers in searching the expected prospects. These prospects usually include the selection, evaluation, purchasing process, and searching for the right products. These behaviours usually influence the customers to judge the available products and services. If these products and services are fulfilling the needs of demands of the customers, it will be effective enough in making a quick decision regarding the purchase of any product. The product packaging is the final point of influencing the decision of the customers related to the product purchase whereas the marketing messaging is influenced by the advertisements. The product packaging creates the clear linking between the brand specifications and the purchasing behaviour of the consumers. It is thus considered as the one of the most fruitful process of establishing the interaction between the brands and the consumers
Case, D.O. and Given, L.M. eds., 2016. Looking for information: A survey of research on information seeking, needs, and behavior. Emerald Group Publishing.
Dessart, L., Veloutsou, C. and Morgan-Thomas, A., 2015. Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), pp.28-42.
Gifford, R. and Nilsson, A., 2014. Personal and social factors that influence pro?environmental concern and behaviour: A review. International Journal of Psychology, 49(3), pp.141-157.
Grunert, K.G., Hieke, S. and Wills, J., 2014. Sustainability labels on food products: Consumer motivation, understanding and use. Food Policy, 44, pp.177-189.
Gunter, B. and Furnham, A., 2014. Consumer Profiles (RLE Consumer Behaviour): An Introduction to Psychographics (Vol. 5). Routledge.
Konstantoglou, A., Kokmotos, E., Folinas, D. and Fotiadis, T.A., 2016, June. Significance of packaging elements from marketing and logistics points of view. In 4 th International Conference on Contemporary Marketing Issues ICCMI June 22-24, 2016 Heraklion, Greece (p. 392).
Kuvykaite, R., Dovaliene, A. and Navickiene, L., 2015. Impact of package elements on consumer’s purchase decision. Economics and Management, (14), pp.441-447.
Maniatis, P., 2016. Investigating factors influencing consumer decision-making while choosing green products. Journal of Cleaner Production, 132, pp.215-228.
Nikolova, H.D. and Inman, J.J., 2015. Healthy choice: the effect of simplified point-of-sale nutritional information on consumer food choice behavior. Journal of Marketing Research, 52(6), pp.817-835.
Oliver, R.L., 2014. Satisfaction: A behavioral perspective on the consumer. Routledge.
Raheem, A.R., Vishnu, P. and Ahmed, A.M., 2014. Impact of product packaging on consumer’s buying behavior. European Journal of Scientific Research, 122(2), pp.125-134.
Schiffman, L., O'Cass, A., Paladino, A. and Carlson, J., 2013. Consumer behaviour. Pearson Higher Education AU.
ST Wang, E., 2013. The influence of visual packaging design on perceived food product quality, value, and brand preference. International Journal of Retail & Distribution Management, 41(10), pp.805-816.
Stolzenbach, S., Bredie, W.L., Christensen, R.H. and Byrne, D.V., 2013. Impact of product information and repeated exposure on consumer liking, sensory perception and concept associations of local apple juice. Food research international, 52(1), pp.91-98.
Van Ooijen, I., Fransen, M.L., Verlegh, P.W. and Smit, E.G., 2016. Atypical food packaging affects the persuasive impact of product claims. Food Quality and Preference, 48, pp.33-40.
Velasco, C., Woods, A.T., Petit, O., Cheok, A.D. and Spence, C., 2016. Crossmodal correspondences between taste and shape, and their implications for product packaging: A review. Food Quality and Preference, 52, pp.17-26.
Vyas, H., 2015. Packaging Design Elements and Users Perception: a context in fashion branding and communication. Journal of Applied Packaging Research, 7(2), p.5.
To export a reference to this article please select a referencing stye below:
My Assignment Help. (2018). Effect Of Product Packaging In Consumer Buying Decision. Retrieved from https://myassignmenthelp.com/free-samples/effect-of-product-packaging-in-consumer-buying-decision.
"Effect Of Product Packaging In Consumer Buying Decision." My Assignment Help, 2018, https://myassignmenthelp.com/free-samples/effect-of-product-packaging-in-consumer-buying-decision.
My Assignment Help (2018) Effect Of Product Packaging In Consumer Buying Decision [Online]. Available from: https://myassignmenthelp.com/free-samples/effect-of-product-packaging-in-consumer-buying-decision
[Accessed 02 April 2020].
My Assignment Help. 'Effect Of Product Packaging In Consumer Buying Decision' (My Assignment Help, 2018) <https://myassignmenthelp.com/free-samples/effect-of-product-packaging-in-consumer-buying-decision> accessed 02 April 2020.
My Assignment Help. Effect Of Product Packaging In Consumer Buying Decision [Internet]. My Assignment Help. 2018 [cited 02 April 2020]. Available from: https://myassignmenthelp.com/free-samples/effect-of-product-packaging-in-consumer-buying-decision.
MyAssignmenthelp.com delivers assignment help to millions of students of USA. We have in-house teams of assignment writers who are experts on wide ranges of subjects. We have appointed teams of native writers who provide assignment help to students in New York City and all over the USA. They are skilled assignment writers who successfully cater to search terms like do my assignment in the USA
Answer: Introduction International business can refer to the traffic of services, goods, capital, technology and knowledge across borders of nation and at transnational or international level. Engaging in such business practise require accurate understanding of business and trade regulations as well as legal requirements of the nation in which enterprise are operating their business (Mills and Smith (2011)). Generally this business ente...Read More
Answer: Part A: Introduction: The report aims at providing an overview of the marketing elements of a well known brand. The company chosen here is Nestle, Australia and the brand chosen comprises of the products of the Nestle brands. Nestle was found in 1908 with the headquarters in Rhodes, Australia (nestle.com 2019). Nestle not only markets but also manufactures various food products and beverage in Australia. Nestle even undertakes ex...Read More
Answer: Introduction Consumer behavior towards purchasing services in telecom industry is impacted by their preferences that play a vital role in maintaining organizational efficiency attained by them through implementing suitable marketing strategies (Chen, Teng, Yu & Yu, 2016). Moreover, the factors impacting consumer behavior are relied on identification of their needs along with their preference changes which persuades them to acquire...Read More
Answer: Introduction A product or a service`s success can be largely contributed to the perception which the consumer has about the product and the different attitudes as well as the behaviour of the consumer towards the entire purchasing procedure. According to Baker and Saren (2016), the purchasing decision of the consumer can be stated to be influenced by a wide number of factors and hence, it is the duty of the companies to ensure that th...Read More
Answer: Introduction Innovation is the key to success in the current business scenario due to the reason that innovation can only help in meeting the changing trends of customer requirements. Consumer goods sector is one of those sectors, which is witnessing rapid change in the taste and preference pattern of the customers (Jay 2016). Fonterra is operating in this sector and offering different dairy based products. However, they are also witn...Read More
Just share your requirements and get customized solutions on time.
Our writers make sure that all orders are submitted, prior to the deadline.
Using reliable plagiarism detection software, Turnitin.com.We only provide customized 100 percent original papers.
Feel free to contact our assignment writing services any time via phone, email or live chat.
Our writers can provide you professional writing assistance on any subject at any level.
Our best price guarantee ensures that the features we offer cannot be matched by any of the competitors.
Get all your documents checked for plagiarism or duplicacy with us.
Get different kinds of essays typed in minutes with clicks.
Calculate your semester grades and cumulative GPa with our GPA Calculator.
Balance any chemical equation in minutes just by entering the formula.
Calculate the number of words and number of pages of all your academic documents.
Our Mission Client Satisfaction
The assignment was return to me on time has to make corrections and adjustment myself but still made a good grade. thanks
OMG this was totally better than expected and worth every penny!!! I suck at math so i\'m excited to see my grade!
Very happy with work provided by My assignment help.com. Excellent work. Always with in deadline.
Haven\'t get result yet but already feel like a great piece of writing, no disappoint.