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Literature Review - Essay Example

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But quality is only one aspect of many others which determines the success of a product in the market. Attractive packaging is essential for…
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Literature Review
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Literature Review

Download file to see previous pages... ing Decisions, on knowthis.com website defined packaging as a process of protecting the product, increasing the visibility of a product, adding value to a product, getting distributor acceptance etc. A product packed poorly with less visibility cannot survive in the market whereas good packaging will added value to the product and increase its distributor acceptance and cost (Factors in Packaging Decisions, 2010).
The article, The Importance of Packaging written by David Kam, defined packaging as an important marketing strategy to glamorize a product in order to attract the consumer’s attention. He also mentioned many secrets of product packaging. He argued that attractive packaging of product can glamorize a product in order to attract the consumer’s attention. He also pointed out that most consumers judge a product by its packaging before buying. In his opinion, nobody will buy even good products in the absence of good packaging (Kam, 2010).
The science news article, How Does Context Affect Consumer Judgment published yesterday (March 22, 2010), defined consumer behaviour in terms of the context. It mentioned that what we think of a product or brand, or how positively or negatively we assess it, depends on the context in which it is viewed. The article argues that many irrelevant contextual factors from the weather to another product brand can influence consumers evaluations of a product. When consumers shop in a mall, impressions of one store can be influenced by perceptions of the surrounding stores. Thus, when marketers decide to advertise their products in particular contexts, they would benefit from considering how it measures up in terms of its context (Science News, 2010)
The article, Cheers to the American Consumer, written by John Quelch on April, 6, 2009 defined consumer behaviour in terms of wealth, independence, mobility, technology, recognition, etc. Many of the Americans live for today and they are not much bothered about tomorrow. This ...Download file to see next pagesRead More
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