Role of packaging in consumer buying behavior

Abstract

Every year about 95% of new products fail for a simple reason that most customers do not have the time or energy to think about the advantages or disadvantages of the products they place in their shopping carts, so they rely on shortcuts to make a purchase decision such as quality, beauty and excellence of product packaging. Packaging becomes part and parcel of our contemporary life especially in the continuous development for the conception of marketing. It becomes one of the basic dimensions for the concept of production because it plays big role to emphasize the mental image of the product on the consumer's side. The importance of packaging leads several of marketing thinkers to consider it as enclosed marketing mix elements and one of corner stone in which goods depend on its success process. Therefore, the current study aims to study the concept and the importance of packaging and its role in attracting the consumer's attention, and to determine the difficulties that the companies undergo in the field of packaging. The study depends on assembling the primary data on questionnaire designed especially for this purpose, and distributed to 600 consumers in Riyadh city. In addition to that secondary data is collected from resources related to the study subject. Simple statistical analysis is used to analyze the data. The results of research confirm the big role for the packaging in consumer attraction in study sample with all dimensions (design, color, size, and shape). The most important recommendation of the study is that to adopt a clear policy for packing in industrial organizations that cope with high technological development and the fast changing in consumer's tastes. It must be taken into the consideration the modern marketing orientations in product's packaging including the green marketing that depends on using material that has a little environmental effect at packaging process compared with traditional methods.

The Impact of Responsible Food Packaging Perceptions on Naturalness and Healthiness Inferences, and Consumer Buying Intentions

“…Food product evaluations are usually based on inferences that consumers draw from their understanding and interpretation of informational cues on packages [16] as well as from their attractiveness [17][18][19]. Numerous studies conducted by marketing researchers have established the influence of packaging information related to various product characteristics on consumer product evaluation and purchase behavior, notably information that relates to nutrition and health (e.g., labels, claims) [19][20][21][22][23], ingredients [16,[24][25][26][27][28], processing methods [29][30][31], organic content and sustainability [32][33][34], and fair trade [35].…”

Neuromarketing Applied to Educational Toy Packaging

“…Package design has become a key marketing tool (Krishna et al, 2017), with many implications for the multi-sensory customer experience (Martínez-Ruiz et al, 2017), making it a very powerful tool for the commercial arena (Chen, 2014). It emphasizes the mental image of the product transmitted to the consumer (Alhamdi, 2020), confirming its role in the consumer's attraction to design, color, size and shape (Salem, 2018). It is a decision factor in a potential purchase, with a relationship between perceived authenticity and product preference (Filaretova et al, 2017).…”

Consumer Behaviour and Attitude towards the Purchase of Organic Products in Riobamba, Ecuador

“…Understanding the consumers’ perception of the quality of the product, which influences the attitude of consumers toward purchase is also important [ 48 , 49 ]. Consumer behavior contemplates various elements and actions based on preferences, and stable components are considered in the purchase decisions of consumers [ 50 , 51 , 52 ]. Not all consumers perceive all product attributes in the same way, so perception is one of the factors that determines their attitude and behavior [ 53 , 54 ].…”