11-06-2014, 04:17 PM
Rita package attracts consumer’s attention to particular brand
ABSTRACT
According to Rita package attracts consumer’s attention to particular brand, enhances its image, and influences consumer’s
perceptions about product. Also package imparts unique value to products (Underwood,
Klein & Burke, 2001; Silayoi & Speece, 2004), works as a tool for differentiation, i.e. helps
consumers to choose the product from wide range of similar products, stimulates customers
buying behavior (Wells, Farley & Armstrong, 2007). Thus package performs an important
role in marketing communications and could be treated as one of the most important factors
influencing consumer’s purchase of package, its elements and their impact on consumer’s buying behavior became a relevant issue. He basing on theoretical analysis of package
elements and their impact on consumer‘s purchase decision empirically reveal the elements
having the ultimate effect on consumer choice. Research methods that Rita used are
systematic and comparative analysis of scientific literature; empirical research There are six
variables that must be taken into Consideration by producer and designers when creating
efficient package: form, size, color, graphics, Material and flavor. Similarly, Kotler (2003)
distinguishes six elements that according to him must be evaluated when employing
packaging decisions: size, form, material, color, text and brand. The research result of Rita
shows the impact of package elements on consumers purchase decisions can be stronger. He
conclude that Package could be treated as one of most valuable tool in today’s marketing
communications, necessitating more detail analysis of its elements and an impact of those
elements on consumers buying behavior. The impact of package and its elements on
consumer’s purchase decision can be revealed by analyzing an importance of its separate
elements for consumer’s choice.