Consumer product packaging is the packaging of goods which are meant for the retail market. Recently, retailing products have had a lot of competition in the market and it is, therefore, important for each of the products to package their goods in a way that is very attractive, which will make them more competitive and appealing to the consumers. More than 70% of purchasing decisions by customers are usually made at the point of sale. Therefore, a consumer will decide on a certain product depending on how well it has been packaged and how well they appeal to the people (White, Lin, Dahl & Ritchie 2016). Consumer product packaging plays a role in attracting the consumers.
The perception theory of consumer behaviour suggests that consumers are more likely to purchase a product depending on how they perceive the product. If they had a good experience with the product before, then they would easily buy it again based on their past experience. During customer retail shopping, most consumers make the decisions on whether to buy the products or not at the point of sale. They buy the different products depending on the perception they gain from the product packaging (Magnier & Schoorman 2015). Some of the impacts of consumer product packaging include that the packaging serves as a form of communication to the consumer because the value and components are embodied on the package. Another impact is that consumers value labels in the products they buy, as the labels give a lot of information about the product. Finally, another impact is that the different colouring helps the consumers to differentiate the different products.
Coke
The coke beverage, a product of the Coca-Cola Company is an example of how consumer behavior has been linked to product packaging. The company is aware that perception matters a lot to the consumers and therefore, they package the coke drink in consumer-friendly bottles and give information about the drink on the label. The company also uses pictures of people and cartoons demonstrating how people enjoy the drink and the different snacks that can go along with the drink (Raheem, Vishnu & Ahmed 2014).
Cadbury
Cadbury has been among the leading chocolate manufacturers and has been in operation for more than a century. During the years it has been operational, the company has constantly transformed the way it packages its products, making it more appealing to the consumers, and at the same time making it easy to use. The packaging is of an attractive color, and has nice pictures and it informs the consumers of anything they would want to know about the product. Recently, Cadbury introduced a revamped package which was very popular with the consumers.
Heinz
Heinz is a ketchup company that started in 1869, and it is a household product in America. The bottle the ketchup is sold in has been revamped over and over again to be what it is today, and it is possible more changes will be witnessed in the future (Magnier, Schoormans & Muggie 2016).
The packaging is user-friendly, environmentally safe as it can be reused and recycled. The packaging bottle also contains all necessary information for the consumers on the label which makes it another application of the perception theory of consumer behavior.
References:
Magnier, L & Schoormans, J 2015, ‘Consumer reactions to sustainable packaging: The interplay of visual appearance, verbal claim and environmental psychology’, Journal of Environmental Psychology, vol. 44, no.1, pp. 53-62.
Magnier, L, Schoormans, J. & Muggie, R 2016, ‘Judging a quality by its cover: Packaging Sustainability and Perceptions of Quality in Food Products’, Food Quality and Preferences, vol. 53, no. 1, pp. 132-142.
Raheem, A.R, Vishnu, P. & Ahmed A.M 2014, ‘Impact of Product Packaging on Consumer Buying Behavior’, European Journal of Scientific Research, vol. 122, no. 2, pp. 125-134.
White, K, Lin, L, Dahl, DW & Ritchie JB 2016, ‘When do Consumers avoid imperfections?Superficial Packaging Damage as a Contamination Cue’, Journal of Marketing Research, vol. 53, no. 1, pp. 110-123.
Visanou Siphandone 