Introduction: Packaging

A. Quote about Packaging and Consumer

B. Definition of Packaging

C. Main Idea: Consumers tend to have different perspectives and preferences in choosing the
products they are about to purchase. When it comes to choosing one product versus another,
consumers – whether consciously or subconsciously – weigh a variety of factors. The first thing
that captures their attention is the packaging. This must be given due importance to have an
understanding towards the purchasing patterns of consumers.

"Packaging can be theatre, it can create a story.'' (Steve Jobs). Packaging should be theatrical; it
should tell a story, because it is our emotional relationship to a product that is created by it.
And in the business of retail, it is this emotional connection that is so important. Packaging has
developed into a sales promotion tool for businesses. Packaging quality, color, wrapping, and
other packaging factors also influence consumer purchasing behavior. Packaging is a complete
package that serves as an ultimate selling proposition, encouraging spontaneous purchases.
Packaging boosts sales and market share while lowering marketing and promotional expenses.
According to Rundh (2005) package attracts consumer’s attention to particular brand, enhances
its image, and influences consumer’s perceptions about product. Also package imparts unique
value to products (Underwood, Klein & Burke, 2001; Silayoi & Speece, 2004), works as a tool for
differentiation, i.e. helps consumers to choose the product from wide range of similar products,
stimulates customers buying behavior (Wells, Farley & Armstrong, 2007). There are product
factors and non-product factors. Product factors are directly related to the product itself. Non-
product factors are aspects that aren’t directly related to the product itself, but still influence a
customer’s decision. There are five non-products that we need to consider as much as you do
the product factors which are brand name, product placement, packaging, reputation and
pricing. In packaging some would argue packaging is a product related factor, most would agree
it’s a non-product factor. According to Yasushi Kusume, the innovation and creative manager
for IKEA and other leading brands, product packaging must do three things. First, it needs to
stand out and grab the audience’s attention. Second, it should encourage a purchase by
conveying a unique and relevant value proposition. Third, it should fit with your brand’s
positioning and remain authentic to your overall stance. Packaging is an important aspect of
any marketing strategy for a company that manufactures or sells goods.
References:
[1]. Rundh, B., 2005. The multi-faceted dimension of packaging. British Food
Journal, 107 (9), 670-684.
[2]. Underwood, R. L., 2003. The communicative power of product packaging:
creating brand identity via lived and mediated experience. Journal of Marketing
Theory and Practice, winter, 62-76
[3]. Silayoi, P., & Speece, M., 2007. The importance of packaging attributes: a
conjoint analysis approach. European Journal of Marketing, 41 (11/12), 1495-1517.
[4]. Wells, L.E., Farley, H., & Armstrong, G.A., 2007. The importance of packaging
design for own-label food brands. International Journal of Retail & Distribution
Management, 35 (9), 677-690.
[4] Yasushi Kusume ., 2016
https://customerthink.com/5-factors-that-directly-influence-customer-purchase-decisions/
http://indus.edu.pk/publication/Publication-15.pdf