Ministry of Education, Science, Youth and Sports of Ukraine

Kharkiv National University of Economics

Department of Foreign Languages

The impact of packaging on a consumer

Prepared by:

Evgeniya Khripunova “Management and Marketing”

Faculty (III-12)

Supervisor: Y.M. Zabudko

Kharkiv – 2012

Міністерство освіти, науки, молоді та спорту України

Харківський національний економічний університет

Кафедра іноземних мов

Вплив упаковки на споживача

Виконала:

Хріпунова Євгенія Олександрівна факультет Менеджменту та маркетингу (ІIІ-12)

Керівник:

Ю.М. Забудько

Харків – 2012

Contents

Introduction 4

Part 1. The role of packaging......................................................................................... 5

1.1 What is packaging .................................................... 5

1.2 Packaging communication.......................................... 6

1.3 Functions of packaging............................................................... 6

1.4 Elements of packaging........................................................................................ 8

1.5 Packaging as a source of information................................................................11

Part 2. Packaging influencing consumer purchase decision. 13

Part 3. Packaging and consumer understanding, trust, reassurance and confidence 15

Part 4. The impact on the point of sale and post-sale influence of packaging 17

4.1. Packaging at a poin of sale. 17

4.2. Packaging and post-sale influence. 18

Conclusion. 20

References 21

Appendices

Introduction

Package attracts consumer’s attention to a particular brand, enhances its image, and influences consumer’s perceptions about product. Also package imparts unique value to products, works as a tool for differentiation, i.e. helps consumers to choose the product from wide range of similar products, stimulates consumer buying behaviour. Thus package plays an important role in marketing communications and could be treated as one of the most important factors influencing consumer purchase decision.

The aim of this paper is to explore the impact of packaging on sales, price, labelling and consumer buying decisions.

The objectives of this paper are:

1. To determine the role of packaging;

2) To study the customer’s perception of product packaging;

3) To determine the impact of packaging on consumer buying decisions;

4) To identify the characteristics of a packaging that help in brand loyalty.

The main method of choosing information for this paper is descriptive.

The topicality of this paper is that a package becomes an ultimate selling proposition stimulating impulsive buying behaviour, increasing market share and reducing promotional costs. So firms’ interest in package as a tool of sales promotion is growing increasingly.

The results of this paper can be practically applied in the future research work.

This work consists of introduction, the first part called “The role of packaging”; the second part called “Packaging influencing consumer purchase decision”; the third part called “Packaging and consumer understanding, trust, reassurance and confidence”, the fourth part called “The impact of packaging on the point of sale and post-sale influence of packaging”, conclusion, references and appendices, which illustrate some results of my investigation. Packaging communication is a key medium in promoting consumer goods and assisting consumers in their purchasing decisions, yet its economic and commercial effects have received remarkably little consideration in either theoretical or empirical studies despite its business importance.