Impact Of Product Packaging

Table of Contents
S. No.
Topic
Page No.
1.
Introduction

2.
Packaging: A Conceptual Overview
2.1 Importance of Packaging

3.
Consumer Buying Behaviour
3.1 Six Stages of Consumer Buying Behaviour
3.2 Types of Consumer Buying Behaviour
3.2.1 Complex Buying Behaviour
3.2.2 Dissonance-Reducing Buying Behaviour
3.2.3 Habitual Buying Behaviour
3.2.4 Variety-Seeking Buying Behaviour

4.
Role of Packaging in Product Branding

5.
Packaging- It’s Influence on Consumers
5.1 Elements of Packaging
5.1.1 Visual Elements
5.1.2 Informational Elements

6.
Model of Consumer Buying Behaviour

7.
Kapferer’s Brand Identity Prism
7.1 Role of Packaging in Creating Brand Physique

8.
Cosmetic Packaging

9.
Sustainable Packaging
9.1 Sustainable Packaging in the Cosmetic Industry
9.2 Sustainability Packaging in the Cosmetic Industry

10.
Conclusion

References

IMPACT OF PRODUCT PACKAGING ON COSUMER BUYING BEHAVIOUR

Meher Bhagat
[e-mail]
M.A Fashion Marketing
Pearl Academy, Naraina, New Delhi, India

Abstract

In the present scenario, there is a huge plethora of brands that have entered the market, striving to make a place for themselves and trying hard to be different from their competitors. In such a situation, the consumer is faced with a difficult problem of making a choice between different brands. The purpose of this paper is to study the impact of product packaging on the consumer buying behaviour, with special reference to cosmetic products. With a rapid change in the lifestyles and spending habits of the consumers, there has been a change in the way products are packaged in order to attract consumers and increase sales. Packaging serves as a major source of attraction for customers while making purchase decisions. It helps the brand to effectively communicate to its customers what it actually stands for. Product packaging is a very important aspect since it helps the brand to create an identity for itself. With the help of Kapferer’s Brand Identity

References: 5.1 Elements of Packaging Consumer decision making could be defined as a psychological orientation that reflects consumer choice approach (Silayoi and Speece, 2004)