Does product packaging influence consumers’ buying decisions?

1. PRODUCT
PACKAGING

2. Learning Objectives
I. Does product packaging affect consumers’ buying decisions?
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3. ?
PRODUCT
PACKAGING
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4. The outward
tangible elements
of a product.
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5. Colours
Size
Shape
Weight
Pictures
Labels
Materials
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6. Is it worth spending
millions of pounds on
product packaging?
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7. © 2013 Berlin Asong. All rights reserved. 7

8. 1
Portability
Convenient to carry, transport & consume.
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9. 2
Preservation
High-tech packages
are extending the shelf-
life of products.
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10. 3
It conveys
critical product
information to
buyers.
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11. Lack of
information to
make informed
and educated
choices, is
perceived as
risky by buyers.
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12. Perceived Risk
Psychological Risk
Functional Risk
Financial Risk
Physical Risk
Social Risk
Time
Source: adapted from Kotler (2012)
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13. Putting a message on packaging
costs significantly less than newspaper,
TV, or Internet advertising.
Tetra Pak (2012), “Tetra Pak Magazine No 96 - Package Communication”. Retrieved Feb. 27, 2012,
from www.tetrapak.com/Document%20Bank/TetraPak_Magazine/TP_Magazine%20Nr98_EN.pdf
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14. 4
Visual elements
of actual product.
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15. Glossy packaging
gives a luxurious or
premium impression
of the product.
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16. Visual differentiation
frequently drives purchase
decisions.
Tetra Pak (2012), “There’s No Second Chance to Make a First Impression”. Retrieved Feb. 27, 2012,
from http://www.tetrapak.com/about_tetra_pak/cases/Pages/First_Impression.aspx
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17. Visually appealing
packaging can provoke
impulse buying.
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18. Studies show impulse
shoppers respond highly
to packaging visuals.
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19. of all purchasing decisions
are made inside the store,
you realise how important
is product appearance.
Tetra Pak (2012), “Tetra Pak Magazine No 98 - Consumer Trends”. Retrieved Feb. 27, 2012, from
www.tetrapak.com/Document%20Bank/TetraPak_Magazine/TP_magazine96_EN.pdf
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20. 5
Safety
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21. Consumers want to be confident that
the [package] is safe and protects the
contents, but they also want to know
if it is environmentally sustainable.
Tetra Pak (2012), “Tetra Pak Magazine No 98 - Consumer Trends”. Retrieved Feb. 27, 2012, from
www.tetrapak.com/Document%20Bank/TetraPak_Magazine/TP_Magazine%20Nr98_EN.pdf
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22. 6
Packaging serves to
differentiate a product from
rival products.
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23. Classic coke’s
curvy, “stripes”,
etc. are instantly
recognisable by
fans, worldwide.
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24. Packaging gives
personality to classic
coke, & identifies its
maker, Coca-Cola.
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25. 7
It could
serve as a sales
promotional tool.
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26. Multipack means
lower unit cost, cost-savings
to customers.
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27. 8
To flaunt
a firm’s green
credentials.
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28. Coca-Cola’s PlantBottle
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29. Anatomy of Product Packaging
Tetra Pak (2012), “Tetra Pak Magazine No 96 - Package Communication”. Retrieved Feb. 27, 2012,
from www.tetrapak.com/Document%20Bank/TetraPak_Magazine/TP_Magazine%20Nr98_EN.pdf
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30. © 2013 Berlin Asong. All rights reserved. 30

31. 1
It increases the
cost &, consequently
price of product.
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32. 2
Deceitful
packaging
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33. © 2013 Berlin Asong. All rights reserved. 33

34. 3
Using excess
packaging.
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35. © 2013 Berlin Asong. All rights reserved. 35