7. Labeling
Most packages, whether consumer or channel, are
imprinted(фіксують) with
information intended to assist(допомогти)
the customer. For consumer products, labeling decisions are extremely
important for several reasons.
First, labels serve to capture(привернути)
the attention of shoppers. The use of catchy(привабливих)
words may cause(змусити)
strolling(мандрівний) customers
to stop and evaluate(оцінити) the
product. Second, the label is likely to be the first thing a new
customer sees and thus offers their first impression(враження)
of the product. Third, the label provides customers with product
information to aid(допомогти)
their purchase decision or help improve(покращити)
the customer’s experience(досвід)
when using the product (e.g., recipes). Fourth, labels generally
include a universal product codes (UPC) and, in some cases, radio
frequency identification (RFID) tags(ярлик,
етикетка), that make
it easy for resellers(торговельний посередник),
such as retailers(роздрібний торговець),
to checkout(підраховувати вартість всіх
покупок, вибивати чек) customers
and manage inventory(проводити інвентаризацію).
Fifth, for companies serving international markets or diverse(різні)
cultures within a single country, bilingual(двомовні)
or multilingual(багатомовні)
labels may be needed.
Finally, in some countries many products,
including food and pharmaceuticals, are required by law(закон)
to contain(містити) certain labels
such as listing ingredients, providing nutritional(харчовий,
поживний) information or including
usage(вживання).
