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Recommended: Brand awareness
With retail chain outlets operating in a slow growth and unpredictable environment, the pursuit for dominance in the market has become more aggressive in relation to packaging, pricing, brand awareness, purchase intention and brand loyalty, thereby challenging companies to explore other marketing avenues to gain market share (Kent & Omar 2003). Such opportunities are exhibited through the increased emphasis placed on improving the quality of packaging, maintaining competitive pricing and creating loyalty amongst customers (Rowley 2005).
Independent Variables
X1: Packaging
X2: Price
Packaging
Packaging may be perceived as a family of activities that are concerned with the design, production and filling of a container or wrapper of the product
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2003). Non-verbal communication through packaging is an important expression through which consumers learn the thought processes since two-thirds of all stimuli reach the brain through the visual system (Zaltman 1997). Wright (2006) also acknowledges that packaging is effective in marketing products since most consumers are greatly affected by appearances and design of the product, in addition to other aspects such as touch, taste, texture and smell. Packaging appears to be one of the important factors in purchase decisions that are made at the point of sale where it becomes an essential part of the selling process (Silayoi & Speece 2004). In current competitive retail environments, consumers are exposed to a plethora of messages on packaging and merchandising (Klevas 2005; Nancarrow, Wright & Brace 1998). When consumers are spoiled for choice in terms of the available product range, they rely on product externalities, such as packaging, as signals of perceived quality (Rundh 2005). This presents marketing with a challenge to …show more content…
With the move to self-service retail formats, packaging increases its key characteristic as the ‘salesman on the shelf’ at the point of sale (Silayoi & Speece 2004). Packaging also adds exceptional value to products (Underwood, Klein & Burke 2001) and is a vital product differentiation tool that has a beneficial stimulus effect on the buying behaviour of consumers (Wells, Farley & Armstrong 2007). It attracts the consumer’s attention to a particular brand, enhances its image and influences consumers’ perceptions about a product (Vila & Ampuero 2007). Research evidence on the influence of packaging on consumer buyer behaviour in diverse contexts is available. A study conducted by Bed (2008), which focused on existing practices of branding, packaging and labelling of new products in consumer product manufacturing units, reveals that the right packaging can help a brand to carve a unique position in the marketplace and in the minds of consumers. Broadbridge and Morgan (2007) also found that most consumers have the desire to feel confident with the product in terms of reliability, performance and packaging before they purchase the product. A study conducted
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.
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.
By definition, strategic marketing is a firm’s ability to concentrate a limited amount of resource on an opportunity that has deemed to have the highest potential to increase sales, thereby creating a sustainable competitive edge over rivals (Brooksbank & Taylor 2007). Fundamentally, each aspect of marketing has the potential to improve or affect the performance of other marketing facets. Hence, creating a proper coordination of a firm’s activities makes it possible to eliminate unnecessary activities that interfere with efficient profit maximization processes. Strategic marketing explores ways that each of the marketing processes will reinforce each other for the best output. More importantly, strategic marketing makes each department to work
Market opportunities for breakfast cereals is vast, some segments of the market have been neglected, most notably that of the over-50’s. Insightful presentations were given at the “Older, Richer, Wiser” Conference that would suggest the over 50’s market segment is targetable.
Marketing is a very broad term, which encompasses all the activities that help businesses in identifying their customers and needs of their target market, utilising all the communication resources in order to target their target market, eventually persuading them to purchase the organisations products and services. It is much broader than the concept of selling, as selling just includes techniques of direct communication used to persuade the customers to buy the products and services of an organisation. In fact, sales are the integral part of marketing. Marketing also helps organisations to utilise all resources in an efficient way to gain customer satisfaction, which will eventually help in the growth of the company. While, on one hand, marketers tend to focus on the needs and preferences of the customers, they also need to keep a close eye on their competitors (Gillespie, 2010). Companies always look to beat down their competition with providing better products and/or services, or by providing less-expensive goods to the customers than their competitors, in order to achieve or maintain the leading position in the industry. The core focus of this paper is to identify and discuss the core aspects how managers could maintain the marketing activities of the organisation in the global context.
Abstract :A fresh food which is prepared in a manufacturing plant must undergo several stages throughout its shelf-life. To achieve its sole purpose ie., to reach the customer in a best possible way it is necessary to pack it in that regard. Hence Packaging technology acquires the big stage to assure desired returns to the processed food. A package provides protection, tampering resistance and special physical, chemical or biological needs. It may also contain nutritional facts label and other information about food being marketed. A choice of packaging machinery requires consideration of technical capabilities, maintainability, serviceability, ability to integrate into the packaging line, capital cost, floor space, flexibility, energy usage,
[6] Newman, K. A. (2009) Packaging is critical to brand identity, Packaging. (pp. 30 – 34)
Marketing is a fundamental aspect of all businesses, whether they are set out to make a profit, or charitable organisations - they will have to carry out marketing research of some description. It has been described as being, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing oriented business and different aspects of the external environment that a smartphone company should be aware of. The points raised throughout will be supported using relevant journals, textbooks and newspaper articles.
According to Kotler (2012), Marketing is about identifying and meeting human social needs, thus it is not only about advertising and promotion it is more than this. It includes setting competitive price, communicating effectively with potential and existing customers and also introduction of new products.
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)
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
Product is everything, both favourable and unfavourable that a person receives in an exchange. A product may be a tangible good such as a pair of shoes, a service such a haircut, an idea such as ‘don’t litter’ or any combination of these three. Packaging, style, colour, option and size are some typical product features. Just as important are intangibles such as service the seller’s image the manufacture’s reputation and the way consumers believe others will view the product.
Branding on consumer purchase decisions. In order to comply with this a questionnaire was prepared and survey has been conducted among 100 respondents and data revealed that brands have strong influence on purchase decision.
Even with commodities, there are quite a few parameters which brands can use to position themselves to capture a place in the consumer’s memory and consequently in their shopping basket. A few of the more widely accepted of them are: Consistency of Product Quality, Customization of the product to the extent possible, Providing a wider range of products, Identifying the most profit generating segments of the market and modifying or adding an offering to cater to their specific needs, Unique packaging, Emotional Branding and even basing branding on building a unique image to the extent of professing to have a brand personality. In fact focusing on getting consumers to build an emotional identification with the brand and its personality has a far longer lasting effect and builds far greater loyalty than focusing on just functional and utility attributes which a competitor would also able to easily match if not surpass.
keropok lekor is a famous snack food that comes from the East Coast of Peninsular Malaysia. It is dedicated Terengganu and now many commercialized worldwide. In general, crackers can be categorized as a kind of snacks made from flavored with fish or shrimp. The study was conducted aimed at promoting keropok lekor with emphasis on product packaging. Today, we can see many of the food product is not according to the characteristics that should be included in every packaging. To attract customers, the packaging must be twists and interesting. To obtain an attractive packaging should priority to the characteristics element. Produces a very creative packaging affects a packaging. Questionnaires will be the main method to use to