Even after a product is developed and branded, it is important to adopt strategies for other productrelated aspects of the marketing mix. Packaging thats cluttered with branding and colour can have an adverse effect, especially as consumers become increasingly aware of the impact that packaging waste has on the environment. It plays a very significant role in the marketing success or failure of many products especially for non durable consumer products. One such product feature and a strategic one for some products. When buying packaged food from any market, it is ideal to check to see if the package is well sealed before making the purchase. Brand identity has a profound relationship with packaging. With the increased importance placed on selfservice marketing, the role of packaging is becoming quite significant. The results of the study revealed the importance of packaging design in consumer buying behavior. Food packaging helps protect foods against physical, chemical and environmental factors that could possibly contaminate all of the food if not packaged correctly.
The importance of packaging packaging is a central marketing tool for tobacco products and is, in the judgement of marketing experts and courts, a form of advertising beguinot e, unpublished data, 2008. Outside packaging may contain directions on how to use the product or make the. Packaging provides a major dilemma to manufacturers of all kinds of products, from food to toys to household goods. For example, demands for extended shelf life for products require more sophistica. Why your products packaging is as important as the. Packaging plays a vital role in terms of protection, storage and hygienic handling of a product and it plays a key role in the marketing mix. Unsurprisingly the brand owners and retailers interviewed in our survey rated protecting the product as the most important role of packaging. Packaging fresh fruits and vegetables is one of the more important steps in the long and complicated journey from grower to consumer. The information on packaging is an important component since it can support marketing communication strategies of companies, establish brand image and identity.
The consumer buying behavior is dependent on the packaging and on its features. There is a big consent among many scholars and practitioners about the importance of brand image with. It enhances the appearance of the label for promoting the product. It shows who you are and which consumers may want your product. Packaging equipment transforms the flexible film into a package form, fills it with product, seals it to prevent leaks, and prepares it for shipping. The importance of packaging design and the use of packaging as a vehicle for communication and branding is growing rettie and brewer, 2000, as packaging takes on a role similar to other marketing communications elements. Packaging idea add a custom sticker individually pack per player add a flyer for other custom business. Packaging also plays an important role for portraying information about the product. Pdf the importance of packaging design as a branding factor in. Timothy beattie, gm of pyrotec packmedia, a leading. It is an important and effective sales tool for encouraging the consumers for buying.
This roughly corresponds to about 7 to 10 cents that goes into bringing a. Importance of labelling in marketing packaging labelling. Without a product that is usable at the time when people purchase it you have nothing. The importance of packaging you can supply meat onwards to your customers packed in a variety of ways. So much consideration and science goes into selecting the correct container and packaging. Packaging and branding are two of the most important aspects that go into marketing, and should be strategized thoughtfully.
The importance of product packaging and labeling in. Transportation and presentation are also some factors considered. Because packaging is important, no matter what packaging types youre talking about. Packaging is the activity of designing and producing the container or wrapper for the product. Do you want to know the importance of product packaging design in a branding context. Understanding these packaging options and the effects on the meat beneficial and detrimental is very important. Packaging design as a marketing tool and desire to purchase, 72 pages, 2 appendices saimaa university of applied science faculty of business administration, lappeenranta. By examining the consumer perception, it was found out that. This work aimed to analyze the importance of packaging design as a branding factor on consumer.
Some companies might be under the assumption that their product and its performance is more important than what the packaging looks like. A customsized box with a single logo or marketing message will be far more effective than a box filled with branded up packaging fillers. This is the major importance of labeling in marketing. The food packaging must be there to prevent the food from getting spoiled by environment and microorganisms and preserve freshness. Read this article to learn about the need, objectives, functions, advantages and disadvantages of packaging of products. An important part of packagings role is to ensure that the energy invested in producing goods and transporting them from source through the supply chain to the. Thus, the only way to get some consumers to notice the product is through displays. Pdf the importance of packaging design as a branding. The advantages and disadvantages of packaging types and materials go handinhand, making manufacturers weigh the ability to protect products vs. For example, in a typical supermarket a shopper passes about 600 items per minute, or one item every tenth of a second. Innovate why your products packaging is as important as the product itself your products packaging is meant to communicate a purpose. Importance of food packaging global events usa europe.
Some companies might be under the assumption that their 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. Roleofpackaging on consumerbuyingbehaviorpatan district. Packaging is an integral marketing strategy to glamorize a product in order to attract the consumers attention. Packaging design is the most important factor in marketing as consumer will first get to know about your business from product packaging design. The research is based in patan district of gujarat india. Each product use some sort of packaging even it is just a tag with price on it. The package was also used to count products that could not be counted when unpacked and their package was used as a measure e. Bags, crates, hampers, baskets, cartons, bulk bins, and palletized containers are convenient containers for handling, transporting, and marketing fresh produce. 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. Packaging and branding are both essential to marketing your product or service. Lets just consider the importance of product packaging or a good for the consumer.
Packaging is essential as it is used for the identification of the products in marketing. When youre creating a packaging strategy, its important to consider how all 3 levels of packaging will impact your products survival. Whether youre getting ready to create product packaging for an item youre selling or youre considering changing the product packaging of a current item, you may be thinking if the overall look of a products package is essential. Packaging plays a vital role in marketing your product. The companies use product packaging to drive more customers as the packaged products are considered safe to use by the consumers. The importance of paper and board packaging contents page 1 2 3 5 6 7 8 an input to the debate on the prevention of waste in the context of the directive on packaging and.
Primary packaging is critical for branding and protection on the shelves. The objective of this study is to find out role of packaging in brand communication and determining the elementsattributes of packaging for communicating the brand value to customers. Purpose the importance of packaging design and the role of packaging as a vehicle for. In a world that revolves around brands, its important. Packaging became more important from the marketing point of view with the recent marketing trends, like switching marketing budgets from advertising to other promotional tools, increasing.
Traditionally packaging functions were to store and protect the product, thus mostly only primary package was used. Packaging is an important part of the branding process as it plays a vital role in communicating the image and identity of an organization. Shelf life is a key factor in meat storage and usage. We now know that packaging no longer refers to a box or a carton, but rather to a coordinated system of preparing goods for safe, costeffective, and efficient movement throughout the whole supply chain that eventually leads to. Know the importance of product packaging design in. Increased competition made packaging an important marketing tool and so secondary. In addition, labeling also helps to provide the information about a product to the prospective customer. Packaging refers to the process of designing the package such as containers, wrappers etc. Importance of sustainability in packaging recyclability is the most important factor. Tobacco companies monitor and alter packaging on a regular basis to ensure its continuous and increasing appeal to target audiences. Packaging design as a marketing tool and desire to purchase.
Price bundling x occurs when two or more products are placed on sale for one package price. Packaging requirements for fresh fruits and vegetables. The importance of packaging functions for food waste of. It must perform all the basic function such as protection, ease of handling and storage, convenience in usage etc. This chapter briefly describes packaging equipment commonly used in flexible packaging. Todays consumers are greeted with innovative options that run the gamut from ecofriendly packaging to designs that actually assist in the food preparation process.
Your company brand sends a message about your company and its values. It is fairly obvious why the containment and protection of your product is important to the marketing plan. Packaging became more important from the marketing point of view with the recent marketing trends, like switching marketing budgets from. The visual elementslogo, color palette, typography, packaging and the voice, have. Packaging is one of the most important processes without which nowadays. Speece purpose the importance of packaging design and the role of packaging as a vehicle for consumer communication and branding are necessarily growing.
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