The Importance of Packaging in the Purchase Decision

The Importance of Packaging in the Purchase Decision

Introduction:

The main goal of this paper is to examine the importance of packaging in the purchase decision. The package is usually the first contact between the product and the consumer, and also the last chance to market the product to the customer before the purchase decision. This emphasizes the role of packaging as a tool to differentiate the product and attract the customers (Underwood et al., 2001; Armstrong & Kotler, 2005). Today’s retail stores have wide selections of different products competing for customers’ attention. Therefore, packaging has a major role as a method to catching the eyes of customers. Further, customers’ ability to process constant streams of information is limited and they have no time to read all the labels on different packages. Thus, the design of a package has a great affect to whether the product will be purchased or not.

When comparing to other marketing methods, a package has a significantly longer time to affect a consumer’s mind because it relates strongly to the use of the product. Wells et al. (2007) explain seven situations in which the package affects the customers mind. These situations are the moment of purchase, the time when the customer carries the package home, storing the package at home, opening, when the product is served, when the package is closed and when the package is disposed. In these situations, the package can either fulfill the customers’ expectations or disappoint the customer. Packaging’s role in the marketing mix has intensified (Armstrong & Kotler, 2005) and todays companies see this as a possibility to differentiate the product from its competitors.

Functions of the Package:

A package has many purposes and different products require different kind of packages and set packages individual requirements. The main function of a package is to protect the product against potential damage while transporting, storing and selling a product (Wells et al., 2007) and to ensure the convenience during these activities. In marketing, a package can also be used as a window which allows the customer to evaluate the product by its visual appearance, which in best case can reduce customer uncertainty towards the product (Underwood et al. 2001). Knowing that most of the consumers like to touch the products before making the purchase decision (Silayoi & Speece, 2007), a package can also be considered as a tool for protecting the product. In addition, the package is a key factor to convey the details of the product, i.e. the essential part of the product, to the customer. (Rundh, 2005).

In addition to protecting the product and enhancing its user-friendliness, the package has a third function: communication. Communication with the customer can take place in multiple ways. The package aims at drawing attention and assuring that the package’s content meets the expectations created by marketing and the package itself. It can be said that the package is a silent salesman, helping the customer to choose that product among other similar products. The package is a success when it draws the customer’s attention and the customer feels that the impression meets his or her wants and needs. (Silayoi & Speece, 2007).