Strategic marketing

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Running Head: Semester Paper 1

MARKETING 3

Product Packaging and the Effect on the Consumer Buying Decision

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Date 01/19/2020

Packaging is important in ensuring that a product sells out in the market and reaches the desired target. The way a product is packaged influenced the consumers buying decision which determines the market value of the product and its appreciation in the market. The consumers develop attachment to specific brands of products from how they are packaged and the need to utilize such bonds in coming up with improved packages increases their buying decisions (Ashraf, Naeem and Shahzadi, 2017). The enhancement of the bond through boosting the product makes the consumers of the product share and spread news to their friends and families that influences their decisions to buy the product. As a result, the consumer pool of the business on the product grows. The packaging of a product should be one characterized by an eye-catching feature or design to attract the consumers from far with their first impression (Imiru, 2017). This increases the chances that the consumers are likely to have bought the product before they even pick it.

The products that are designed and tailored to appear familiar with the consumer preferences is likely to be bought in large amounts. The consumers’ perception on the quality of the product is determined by the ability of the product to sustain injuries in shipping. The products that are securely packaged facilitate their prevention from breaking in shipping process that indicates the perception of quality to the consumers. The design of a product in the market help to facilitate its association using unique shapes, colors that most of the consumers can relate with. This helps in boosting the perceptions of quality in the eyes of the target consumers that is most likely to affect their buying decision (Lo, Tung and Huang, 2017). The consumers are able to create and develop trust in the organizations that design and package their products in secure ways encourage the consumer buying decisions.

References

Ashraf, M., Naeem, M., & Shahzadi, M. (2017). Impact of Branding on Consumer Buying Behavior: An Evidence of Footwear Industry of Punjab, Pakistan. International Journal of Academic Research in Business and Social Sciences, 7(7), 592-603. Retrieved from http://hrmars.com/hrmars_papers/Impact_of_Branding_on_Consumer_Buying_Behavior.pdf

Imiru, G. A. (2017). The effect of packaging attributes on consumer buying decision behavior in major commercial cities in Ethiopia. International Journal of Marketing Studies, 9(6), 43-54. Retrieved from https://pdfs.semanticscholar.org/b622/20de8e2534dea5b7361321ff54784c6c41e8.pdf

Lo, S. C., Tung, J., & Huang, K. P. (2017). Customer perception and preference on product packaging. International Journal of Organizational Innovation, 9(3), 3-15. Retrieved from http://www.ijoi-online.org/extras/article/51/Final%20Issue%20January%202017%20-%20Section%20B.pdf#page=3