Product packaging influences consumer buying behavior

A good product planning includes an effective product packaging. In marketing, packaging is defined as the general group of activities in product planning that involves designing and producing the container or wrapper for a product. It is done by most product producing companies for utilitarian reason that it helps protect the product on its route from the manufacturer to the final consumer. It also serves as a way of differentiating the product from its competitive commodities and it aims to provide attraction to customers.

The use of packaging as a marketing strategy can greatly influence the consumer buying behavior. Some of these strategies are the family packaging strategy, reuse packaging and multiple packaging. In the family packaging, usually manufacturers create a family resemblance in the packaging of its several products. Consumers who are loyal on a particular brand will find it easy to buy other product lines with similar brand because of its resemblance in the packaging.

Reuse packaging is mostly adopted because it is proven to have big influence in convincing the consumer to buy the product. Manufacturers usually make use of reusable items like glass, paper or plastic bags and canisters as package for the intention that final consumer can still make use of the package after the product has been consumed.

Multiple packaging is a packaging strategy wherein manufacturers put several products in one package and have one single price for it. Most likely, consumers will be influenced to buy the whole package because they think they can save by buying in bulk.

Although these packaging strategies are proven to have effects on the sale ability of the product, there are other attributes of packaging that can influence the consumer buying behavior. These are as follows:

PACKAGING DESIGN

Consumers give attention to glamour and appeal of the product packaging. Good packaging design can improve the marketability of a product. With its external appeal, it gives the consumer the impression that what's inside the package is better and worthy.

COLOR

Usually this is the determining factor in a customer's acceptance or rejection of a product. The careful use of colors in product packaging can increase sales, reduce eyestrain, and generally affect emotional reactions.

PRODUCT QUALITY

In some cases, a consumer always relates the product quality with its kind of package. The product image building features were defined first on its external appearance.

PRODUCT WARRANTY

Labeling is a related activity of packaging because it is usually placed on the package itself. A product package that bears the product warranty will give the customer an assurance that the money he paid is worthy for the product he bought. Consumers are more aggressive in buying product with sure warranty than product that does not promise 100% efficiency.