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Packaging as a Retail Marketing Tool

Packaging as a Retail Marketing Tool Packaging is a vital tool in the marketing mix, too oftenignored by companies, but twice as much is annuallyspent on this as on abovetheline advertising andpromotions. Packaging has two functions to protectand contain the product and as an interface to sellthe product to the enduser. Product branding onpackaging also represents the company distributingthe product. Good packaging requires research oftarget markets, retail environment and externalenvironment including social change and technologicaldevelopments. Consumers buy by image andperception of value. Packaging colour and the way itcan affect sales by consumers subconscious colourassociations are examined. Major packaging suppliersmonitor consumer trends and technological advancements,aware that packaging is the silent salesman. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Physical Distribution & Logistics Management Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0960-0035
DOI
10.1108/EUM0000000000372
Publisher site
See Article on Publisher Site

Abstract

Packaging is a vital tool in the marketing mix, too oftenignored by companies, but twice as much is annuallyspent on this as on abovetheline advertising andpromotions. Packaging has two functions to protectand contain the product and as an interface to sellthe product to the enduser. Product branding onpackaging also represents the company distributingthe product. Good packaging requires research oftarget markets, retail environment and externalenvironment including social change and technologicaldevelopments. Consumers buy by image andperception of value. Packaging colour and the way itcan affect sales by consumers subconscious colourassociations are examined. Major packaging suppliersmonitor consumer trends and technological advancements,aware that packaging is the silent salesman.

Journal

International Journal of Physical Distribution & Logistics ManagementEmerald Publishing

Published: Aug 1, 1990

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