11-06-2014, 04:58 PM
CONSUMER BEHAVIOR TOWARDS THE NEW PACKAGING OF FMCG PRODUCTS
CONSUMER BEHAVIOR TOWARDS.pdf (Size: 336.23 KB / Downloads: 134)
ABSTRACT
The importance of packaging design as a vehicle for communication and
branding is growing in competitive markets for packaged FMCG products.
This research utilized a focus group methodology to understand consumer
behavior toward such products.
The challenge for researchers is to integrate packaging into an effective
purchasing decision model, by understanding Consumer’s behavior towards
the packaging of FMCG products.
When consumers search for and process information in-store, the product's
package can contain relevant and useful information for the consumer.
Product packaging forms the end of the 'promotion-chain' and is close in
time to the actual purchase and may therefore play an important role in
predicting consumer outcomes.
Packages also deliver brand identification and label information like usage
instructions, contents, and list of ingredients or raw materials, warnings for
use and directives for care of product.
INTRODUCTION
“Packaging is the container for a product – encompassing the physical appearance of the
container and including the design, color, shape, labeling and materials used”
Packaging has a huge role to play in the positioning of products. Package design shapes
consumer perceptions and can be the determining factor in point-of-purchase decisions
which characterize the majority of shopping occasions
In recent years the marketing environment has become increasingly complex and
competitive. A product’s packaging is something which all buyers experience and which has
strong potential to engage the majority of the target market. This makes it an extremely
powerful and unique tool in the modern marketing environment. In addition to its benefits in
terms of reach, some marketers believe that packaging is actually more influential than
advertising in influencing consumers, as it has a more direct impact on how they perceive
and experience the product.
CONCLUSION
The research work has been successfully completed and it has helped us to understand the
mindset of the consumers regarding the packaging of product and the ways in which
packaging should follow to always retain and acquired the customers.