How product packaging influences consumers - Essay Example

Comments (0) Cite this document
It is a business’ concern to understand why their potential customers chose certain brands and ignore others. Why is it that certain products do well in the market while others turn into dead…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER95.5% of users find it useful
How product packaging influences consumers
Read TextPreview

Extract of sample "How product packaging influences consumers"

Influence of Product Packaging on Consumers Influence of Product Packaging on Consumers Introduction Many questions have been posed concerning consumer behavior in the marketplace. It is a business’ concern to understand why their potential customers chose certain brands and ignore others. Why is it that certain products do well in the market while others turn into dead stock? What differentiates products that are probably manufactured from the same ingredients and raw materials? These are some of the many questions that marketers seek to answer while strategizing for a high market performance for their products. Researchers have linked packaging of a product to its performance in the market. Obviously most people fall for what is physically appealing and finding a commodity in the market that can stand out from the rest would make it sell more (Peter, Higgins and Richmond, 2013). This, therefore, means that there is some influence that packaging has on the consumer. This paper seeks to analyze and determine some of the influences that product packaging has on consumer behavior and how it will affect their choice in purchasing.
With the growing rate of counterfeit products, consumers have realized that packaging of a product can give a clue whether the item is original and genuine. Most keen consumers take quite a considerable amount of time analyzing the product’s packaging in order to find elements such as government verification of quality, genuine manufacturer’s logo or stamp and many others just to be sure that the product is not a low quality duplicate of the original. Packaging, therefore, is a point of verification that consumers use. Those products having the rightful labeling will sell more (Lamb, Hair and McDaniel, 2012).
Consequently, the appeal that the product gives will influence an individual into buying it. People prefer goods that stand out and owing to factors such as prestige and social identification; consumers are more likely to buy goods that are conspicuous and catchy. Young men, for example, are more likely to buy items that are well packaged such that when they walk with them everyone notices. This has also been found in women owing to the strong love for beauty. Consumers may be easily lured into buying items they did not plan for simply because they are attractive from outside.
The realization that attractive and luring packaging influences customers into buying has had huge impact in packaging-oriented profession. A lot of market research has been now conducted to determine what packages the potential customers are more likely to be attracted to and why. Companies are recruiting young innovators who can design desirable packages that can do well in the market. The use of technology in producing more sophisticated products that are well packaged has been trending lately in the manufacturing sector. For companies that fail to realize this trend, sooner or later they may be forced to shut down as consumers are increasingly attaching high value to packaging (Fisher and Shipton, 2010).
The role packaging plays in product marketing is quite significant. It is the ambassador of a brand to the consumer. As demonstrated, packaging increases trust that the customer forms with the product and thereby improving its sales. The appeal purpose it serves is also phenomenal. With this in mind, manufactures have sought for ways of improving their packaging.
Fisher, T., & Shipton, J. (2010). Designing for re-use: The life of consumer packaging. London: Earthscan.
Lamb, C. W., Hair, J. F., & McDaniel, C. D. (2012). Essentials of marketing. Mason, Ohio: South-Western Cengage Learning.
Peters, J., Higgins, B., & Richmond, M. (2013). Creating value through packaging: Unlocking a new business and management strategy. Lancaster: DEStech Publications. Read More
Cite this document
  • APA
  • MLA
(“How product packaging influences consumers Essay”, n.d.)
How product packaging influences consumers Essay. Retrieved from
(How Product Packaging Influences Consumers Essay)
How Product Packaging Influences Consumers Essay.
“How Product Packaging Influences Consumers Essay”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF How product packaging influences consumers

Effect of product packaging

...furthers noticed that people do not make distinction between product and package, they treat it as whole. In his view, customer perception about a product is directly dependent on how he feel about package i.e for consumer product is mix of product and package. Gelperowic and Beharrell (1994) in their article “Healthy Food Products for Children: Packaging and Mothers’ Purchase Decisions” explain the power of package when it comes to children products. The result depicts that pester power can come from an attractive...
10 Pages(2500 words)Research Paper

Consumer Behaviour: Nescaf - How their marketing mix influences consumer cognitive, affective and behavioural responses

...a clear picture of the company’s position in the market and what more there could be to offer. It studies the market effectively and gives the company an advantageous position. The marketing strategy used by the company gets to be scrutinized regularly. A strong marketing mix plan assists the company’s management to ask relevant questions like why, what if, how, where and who for the company’s strategy use. This mix helps in giving meaning to marketing elements so as effectively position the company’s offer. The marketing mix model is used to plan and roll out a new venture and in evaluation of an existing offer. The general purpose of the mix is to maximize the impact of the company’s product in the...
11 Pages(2750 words)Essay

How xanga influences communication

...How xanga influences communication I. Introduction The role of communication in modern society is significant. Communication is considered to be one of most important parts of social life around the world; however its forms tend to be differentiated in accordance with the local culture and the personal attitudes of people involved. On the other hand, communication can have many aspects and refer to a general influence by specific published material (media) or to active involvement in a two-or more-sides communication channel (like the chat rooms in Internet). In any case, communication should be regarded as very important for the development of society and the personal development of...
10 Pages(2500 words)Essay

Packaging relation to packaging is mainly undertaken with a bottled water organization i.e. New York Springs which is a business organization based in the US. While performing this particular activity, certain aspects were considered largely that generally relate to several environmental issues along with significant effects upon social responsibility. The vital aspects about which greater awareness was intended to be created include recycling, reducing and reusing components in relation to packaging. These important facets were emphasized largely while executing the Community Engagement Activity. In this connection, the initial activity was performed to minimize the wastes that are generally produced while...
2 Pages(500 words)Essay

Influences Affecting Consumers - Evaluating Basic Marketing Techniques

...Influences Affecting Consumers - Evaluating Basic Marketing Techniques Application ical conditioning in advertisements In the daily routine,classical conditioning is an automatic process that happens due to repetition or reinforcement. The marketing implications of the theory can be explained through two key elements such as the stimulus generalization and stimulus discrimination. The stimulus discrimination refers to the ability of the individuals to differentiate one stimulus from the others. This is used by the brands mainly to distinguish themselves from the other brands and position them as unique brand. One such example could be any advertisement related to the James Bond Franchisee. The marketers...
2 Pages(500 words)Essay

Product Design: Folding Carton business since there are many advantages likely to be obtained in the long run. Basically, people process what they see in order to better understand their environment and this is referred to as perception (Hoffman et al, 2007). Perception is very important since it influences the behaviour of the consumers towards purchasing a particular product. Personal characteristics such as attitude, interest, expectations as well as motives often shape the perceptions of the consumers and ultimately their behaviour. Therefore, colourful print for the products will be meant to stimulate the interests of the customers and how they will...
4 Pages(1000 words)Assignment

Product Packaging Analysis Assignment

...inside. The container should be made of plastic and fitted with tight brown plastic lid too. After which, the container should be wrapped with transparent polythene paper. On the half side of the container, on the polythene used for wrapping, there should be nice brown drawings of desert date fruits and underneath the fruit there should be writings in pink stating the nutrient values of the product, it uses, and storage conditions (Sinha 637-641). The remaining half of the package container should be left as transparent as it is so that buyers who have never tested the dates can see exactly how it look like before paying for it. Packaging the desert dates in a...
1 Pages(250 words)Essay

Product Packaging

...Product packaging The demand for ice cream is growing rapidly both globally and within France. Packaging and labeling of food products, ice cream included is one of the vital requirements in the industry. Ice cream producing companies have different styles of packaging depending on their strategies. Nonetheless, packaging and package mockups are regulated by concerned authorities to ensure that quality and safe products are supplied to consumers. For instance, in France, the European Union (EU) is mandated with regulating packaging and labeling of...
1 Pages(250 words)Essay

New Product Packaging

...New Product PackagingProduct packaging plays a great role in the development of the brand; studies have shown that most consumers read only seven first words they come across in any brand. Further, consumers make rational decision and color, and the shape of the product play a role. As the product development manager, of X Industries located in Fujian in mainland China, am tasked with developing a new packaging for a new car perfume that will retail in the main stores in the US. As the project manager, all the requirements of other departments like marketing, production, and supply chain must be taken into account. The main objectives of the packaging include; the cost of the carton, the time required for packaging, protection... of the...
4 Pages(1000 words)Research Paper

The Importance Of Packaging, Its Role and Significance

... Branding and Packaging Introduction As ‘First Impression is the Last Impression’, so when we see any product placed in a shop or superstore and whether we familiar with or not, then its packaging may create a Hello or Horn effect for this good and influences our buying decision. Infect it’s a presentation which say Yes or No to any product although we are able to check beneath this pack. This modern marketing formula in the form of packaging and presentation progressing hand-in-hand, and making an effective combination to persuade consumers and increase sales.     The basic concept of packaging...
12 Pages(3000 words)Term Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic How product packaging influences consumers for FREE!

Contact Us