a role of positioning the products in the mind of the consumers (Myers & Shocker, 1981). Apart from attracting, persuading and positioning, a package should include all the information and visual elements in order to appeal to consumers and hence packaging also plays a role of differentiation due to cut-throat competition in the market place. In that, packaging design is a tool that facilitate consumers to identify some of the iconic sign such as an image, picture, logo etc that differentiate the product from competitors which ultimately lead a buyer to pay less time in reading and the visual picture are critical in attracting consumers (Venter, Merwe, Beer, Kempen, & Bosman, 2011; Dadras & Morga, 2015; Chaudhary, 2014). As per Dhar & Kasterine …show more content…
(2010) cited that apart from having an appeal, packaging has other important role to play such as preserving the freshness of the fruit, prevent spoilage, maintain its shelf life, convenience and maintaining the original flavour, taste and quality in the packed form. Therefore, packaging can be considered as a powerful and important communication tool and medium in the buying experience of a consumer as buyers are actively involved with packaging as they examine it to obtain the information they need (Qing, Kai, Zhang, & Chen, 2012; Michael, 1994). Overall, packaging plays two basic functions one is logistics and the other is marketing. Protecting the product during distribution is a logistical function and providing an attractive method to convey messages about product attributes to consumers is a marketing function (Prendergast & Pitt, …show more content…
For instance, Hess, Singh, Metcalf, & Danes (2014) who conducted a qualitative, experimental and structural modelling analysis technique of water bottles, wanted to establish a primary role of packaging quality in consumer product satisfaction. Thicker water bottles were perceived to be of higher quality than thinner bottles, and these perceptual differences impact how customers view a brand on aspects such as reliability and value offered by the brand’s products and ultimately intentions to of the customers to re-purchase the brand’s products. For a major part of consumers’ attraction size of package and material are the main visual elements, whereas, product information is the main verbal elements while purchasing milk and washing powder (Ahmed et al., 2014). For low involvement product categories such as chocolates, an informational element on packages has a positive influence on purchase decisions rather than visual elements (Shekhar & Raveendran, 2013). Hence, particularly in self-serving sales, promoting the contents is a vital packaging objective and a package should serve as a silent employee and attract the shopper's attention (Chaudhary,
Kotler and Keller (2014) develop on what product represents in the marketing mix, as the idea centers around its design, quality and packaging. Continuing with the Four P model, price should be considered when marketing a product. The price component asks one to determine the list price, discounts, allowances, and payment period of a product (Kotler & Keller, 2014). Finally, Kotler and Keller (2014) list promotion and place as the final two variables associated with the older Four Ps. Promotion deals with how a product is advertised and what type of sales force will be utilized, while place is associated with the channels and locations for which your product will be featured (Kotler & Keller,
Packaging can seriously impact your sales profits, by affecting your consumer's perceptions of your brand. How does this happen? For one thing, the purchase decisions made in-store are made unconsciously, for the most part. Yes, while traditional packaging methods are betting on your consumer's use of logic, rationality and reason, eye-tracking tests have indicated another reality. What is that reality? It's that your consumers are making their purchases based on emotion and instinct.
We have to know the methods that the marketers use to attract us, and also the factors that make us very confident when buying a specific food product .The article by kim severson “Be It Ever So Homespun, There’s Nothing Like Spin,” Discusses the food packaging issues which I believe are strong ways in misleading people. At the begging of this article, Severson writes about her experience with food and our confusing attraction to the products by their packaging. The part when Severson writes “Something made me uneasy when I dropped a box of organic koala crisp cereal in my shopping cart.” When we think about it, why was it
We are all consumers, and we buy diverse products every day. But, do you know what the main factor is that influences us to choose a product? If someone selects a cloth, maybe he pays attention to its quality! Customers’ decisions can be changed depending on what the main factors they are looking at. Various influences can cause consumers to select different products.
Marketers assert to develop branding and packaging strategies that signify the brand’s products in a way that establishes lasting impressions in consumers’ thoughts. Because brands distinguish the many product offerings in the marketplace, brands help consumers choose between product offerings. When branding and packaging strategies clearly illustrate worthy product expectations, and products remain true to branding messages, positive consumer perceptions ensue, and brand value is strengthened.
Every year the consumer market grows briskly and the counting of competitors among different products and goods increases steadily. And to stick out against competitors, every company brings in something new. One of the most important and the popular marketing tool is packaging and its design, which differentiates them from others. Packaging is the process of covering and wrapping of goods. It involves designing and producing wrapper. A good packaging design offer goods in safe and secured manner to the customer. The role of designing a good package is to sell the product, protect the product and facilitate the use of the product. Modern packaging roots back to the late 18th century when the industrial revolution
The shifting of the consumer’s taste of simple products to high quality branded products is not sudden. It grew out in the middle of the 20th century and the companies selling various products needed a new way to differentiate their products from the others giving it a unique identity.
Consumers have expectations In terms of a good quality product that should be availed at a reasonable price. Consumers don’t only want the business to be socially responsible towards them in this manner of reasonable prices but way beyond this. They should meet the needs of consumers in ways of convenience and appearance. But business should also consider other aspects like environmental impact when packaging is disposed.
Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. A significant differential advantage can lead customers to focus on product benefits other than price. Brand Positioning is the key of marketing strategy. A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of brand and it’s similarity with the competitive brands, as well as the reasons for buying and using that specific brand. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers. It is the single feature that sets your service apart from your competitors.
Here, visual merchandising will be a beneficial tool in defining the exclusive identity of the brand and thereby increasing the sales and their market value. It is the appropriate time that the Indian retail industry understands and adopts the beneficial traits visual merchandising rather than the traditional practices of display of products and communication via sales personnel. The customers are trends aware and the stores on the other hand have managed to up the glamour quotient. Only a link of brand communication between the brand products and shoppers remains missing. (Pundir, 2007)
A brand identifies a seller’s product from a competitor’s product. There are three main purposes for branding product identification, which is the most important purpose, repeat sales, and new-product sales. Branding has a lot of terms that marketers use there is brand equity, global brand, and brand loyalty. Marketers also have different brand strategies that they use for different products or customers. It all depends on the consumer for them to decide which strategy they will use. The different strategies are generic products, manufacturer’s brands, private brands, individual brands, family brands, and co-branding. The branding purposes and the branding strategy make up the importance of branding.
Product is the core of marketing, which including tangible goods like food or drinks or intangible services, as it is the major way to embody customers requirements; and, branding is directly associated with it. In fact, branding is all about decisio ns of products, like brand names or trademarks. Stork (2007) asserted that a brand is a unique business identity which represents the personality, quality or origin of products. And, such a product which added value by branding would appear in every activity of marketing, namely, branding is actually react on the whole marketing system directly and indirectly.
Product positioning is to use certain features of the product to position against the product of competitor. With the help of this marketing activity, marketers can attract more customers by focusing of special features of their product.
Every company seeks to create its own brand - a unique and effective image. Purpose of brand is attracting and retaining customers in its market share. Branding in marketing is a complex technology, aimed at making advantageous position a brand from the competition. Facilitating the search for the necessary goods to the buyer, branding in marketing becomes more effective if the consumer product features meet market requirements. It is especially necessary to identify the goods, for a case of unprepared buyer which can not assess the competitive characteristics (for example, high-tech products). The development of technology has had a huge impact on human society. It is reflected in the fact that we are surrounded by complex technical devices that we use every day and sometimes we have no idea of how this thing is located within. Here the brand comes to help the consumer that stands out from all those product characteristics that are important to the consumer and facilitates the understanding of the product.
Rohm, Kashyap, Brashear and Milne (2004) suggested that in order for a company to be successful, it must differentiate itself from competitors to appeal to customers in the online marketplace . To achieve this, the company will utilize its practice of personalizing its product packaging that it currently offers in-store customers. ABC will implement a customer e-mailing list to send sales advertisements, product promotions, and other special offerings to customers who