Conclusion

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

While the primary use of packaging can be considered as protecting the goods inside, it plays a crucial role in assisting purchasing decisions as it provides a recognisable image and identity to allow consumers to know instantly what the goods are inside. In this identity role, packaging is fundamental in serving as both a cue and as a source of information, not just for making the initial purchase but as a means that provides consumer confidence in generating the trust and ability to consume and drives repeat purchases as well.

By drawing together a diverse literature on packaging it becomes possible to develop a clearer understanding of the powerful nature of packaging as a marketing tool, and to recognise that packaging is a critical part of the product offering that should be highly regarded within all areas of marketing. For FMCGs, packaging is a crucial medium between the producer and the consumer, allowing the producer to grab the attention of the consumer while communicating information that allows the consumer to make informed purchasing decisions, and for the longer term building a relationship that offers the consumer confidence and trust, so encouraging repeat purchases and building brand loyalty.

So this study has shown that packaging has many other roles beyond protection, preservation and presentation. Notably, packaging offers brand owners the possibility to communicate with consumers through distinctive designs and on-pack communication in the form of logos, graphics, images, colours, messages, and product information. This represents an important medium for marketing communication and an important battleground for the intense rivalry evident in most FMCG markets where brands compete for the attention of consumers.

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