DEFINITIONS OF PACKAGING?

The term packaging does not lend itself to one definition. It has been observed that the
definitions of packaging vary from being simple and functionally focussed to more extensive,
holistic interpretations. This point to the fact that packaging has been defined and explained in
different ways.

Many people use the terms packaging and package interchangeably. Packaging according to
Harms, Kroon, and Weigel (1993) for instance refer to packaging as any container that holds the
product and set examples of such things as, cans, boxes, bottles, tubes, crates, and plastic films.
The package is mostly designed and made at the same time as the products that are placed in
them to end the assembly line and finally stored. Despite the fact that the two terms can be used
interchangeably, there is a clear distinction between them. We can separate the two by looking at
packaging as a process and the package as an object used to facilitate the process called
packaging.

The term packaging according to Coles (2003) have been defined differently by various people
depending on their field of interest and assign three definitions as follows:
1. A means of ensuring safe delivery to the ultimate consumer in sound condition at
optimum cost.
2. A coordinated system of preparing goods for transport, distribution, storage,
retailing and end-use.
3. A techno-commercial function aimed at optimizing the costs of delivery while
maximizing sales (and hence profits). attribute

Packaging is defined by Doeni (2010) in the United Kingdom (UK) regulations as "all products
made of any materials of any nature to be used for the containment, protection, handling,
delivery and preservation of goods from the producer to the user or consumer."
This applies where the product is one of the following:
 'Primary' or 'Sales' packaging is packaging which forms a sales unit for the user or final
consumer, for example, a box containing soap powder
 'Secondary' or 'Grouped' packaging is that which contains a number of sales units, for
example, a cardboard outer containing a number of boxes of soap powder.
 'Tertiary' or 'Transport' packaging is packaging that is used to group secondary packaging
together to aid handling, transportation, and prevent damage to the products, for example,
the pallet and shrink wrap used to transport a number of cardboard outers containing
boxes of soap powder. For the purposes of the Regulations, this does not include road,
ship, rail or air containers.

Food South Australia, n.d. simply describes packaging as the container or wrapper for any food
or beverage product. It hints that the way one presents and packages food or beverage products
can contribute significantly to the success of his business. In this regard, package designers and
their clients should not think of packaging as making containers to hold and transport products
alone but should also consider it as an important marketing tool. The reason being that the
effectiveness of packaging is measured by its ability to sell the product without the presence of
the producer by its attractive looks is able to catch the attention of the consumer and possibly

B. J. Sebbeh (PhD.) – Lecture Notes – Definitions of Packaging

cause or force people to do impulse buying and also by the way it describes the actual product
and making the product easily accessible. It is also by the power of how well the packaging is
designed and branded that gives instant recognition to the product on the shelf.

Packaging is defined as a process of enclosing or encasing goods and products in packages to

ensure that goods and products get to the ultimate user who is the consumer safely.
Product packaging refers to any container in which the product is offered for sale and on which
label information is conveyed (Kerin, Hartley, & Rudelius, 2015).

According to Farese, Grady, & Woloszyk, Marketing Essentials (2009), a package is the physical
container or wrapping for a product

The Business Dictionary (online) describes packaging as the “Processes and materials employed
to contain, handle, protect, and/or transport an article.” Role of packaging is broadening and may
include functions such as to attract attention, assist in promotion, provide machine identification
(barcodes, etc.), impart essential or additional information, and help in utilization.

Packaging is the overall package offered by the company to its consumers and stimulates the
impulse buying behavior. Packaging attracts consumers and increases its sale. It also reduces the
marketing and advertisement cost of the product.

Packaging is considered as the fifth ‘p’ of the marketing mix after product, price, promotion and
place (Schrawet and Kundu, 2007, as cited in Nayyar, 2012; Ladipo and
Rahim, 2013).

In the view of Arens (1996), a package is a container and can be explained

to encompasses the product, as well as its physical appearance; materials,
the shape used, colour, design, and labelling. Kotler (2000) as cited in
Nayyar (2012) describes packaging as the designing and the production of
the wrapper or container that houses the product. Packaging according to
Underwood, Klein & Burke (2001), is used as a tool of marketing in order
to catch the attention of the consumer, to convey and promote the products
message and characteristics while the product is still on the shelf or at the
point of sale.

Packaging is an extrinsic element of the product whose attribute relates to

the product but does not form part of the physical product itself (Olson and Jacoby, 2002).
Arens (2001) again, describes Packaging as the container for a product, which consists of the
physical appearance of the container including the design, colour, shape, labelling and materials
used.

In another perspective, some others consider packaging as a promotional tool rather than merely
an extension of the product. Keller (2008) for example packaging can be said to be an attribute
that is not related to the product but it is one of the five elements of the brand that comes with the
name, the logo and/or graphic symbols, the personality and the slogans.

B. J. Sebbeh (PhD.) – Lecture Notes – Definitions of Packaging

Packaging is a vital component of export success. Products need to be preserved and protected in
order to reach their destination in perfect condition. Packaging also needs to position,
differentiate and sell the product, using materials that comply with regulations. ITC has been
providing specialist expertise, training and advisory services in this field for more than 40 years.
It possesses the most extensive information base and specialist knowledge to assist governments,
trade support institutions and the business community with all aspects related to export
packaging (http://www.intracen.org/ , 25 August 2015)

A package is a product made of any material of any nature to be used or meant for the
containment, protection, handling, delivery and preservation of goods from the producer to the
user or consumer. It can also be said to be the wrapping material around a consumer item that
serves to contain, identify, describe, protect, display, promote and otherwise make the product
marketable and keep it clean. This includes such things as, cans, boxes, bottles, tubes, crates, and
plastic films. The package is mostly designed and made at the same time as the products that are
placed in them to end the assembly line and finally stored. A Package therefore refers to any
container that holds the product. What needs to be understood is that the package should not be
always seen as the physical container designed to hold and transport products only, but also to be
thought of as a marketing tool. It is appropriate to state that packaging is the wrapping of a
material around a consumer item that serves to contain, identify, describe, protect, display,
promote, and otherwise make the product marketable and keep it clean.

In summary, the objectives of packaging are to ensure that the product is delivered safely to its
final destination and to communicate its sales message and all other necessary information about
it, to purchasers and to those involved in the distribution.

B. J. Sebbeh (PhD.) – Lecture Notes – Definitions of Packaging