Packaging is concerned with designing and producing of
appropriate packages for a product. The significance of packing has
increased these days because of severe competition in the markets and rise in
the standard of the living of people, good packaging protects the products on
its route from the seller to the buyer and in some cases even during its life
with the user. Packaged goods are generally more convenient to handle. Packaged
facilitates the sale of the products. It acts as a silent salesman to the
manufacturers particularly at a place where there is widespread use of self
service, automatic vending and other self selection method of retail selling.
Sometimes, packages are duly sealed to endure products of right quality to the
So from above it is clear packing means wrapping compressing,
filling or creating of goods for the purpose of protection of goods and there
Levels of Packaging :
The container or wrapped is called the package. The package
might include up to three levels of material. Thus old spice After Shave Lotion
is in a bottle (Primary Package) i.e. in a cardboard box (secondary package)
i.e. in a corrugated box (shipping package) containing six dozen boxes of Old
Function of Packaging :
As a important peripheral attribute of a product, a package
has the following function to perform.
1. Utilitarian Function :
Package performs the utilitarian function by retaining and
enhancing the product value to consumers in the following ways :
(a) Package protects from deterioration, spilling, spoilage
and Evaporation during its transit from manufacturer to consumer.
(b) It enhances product use convenience why keeping it cleans
(c) It helps easy brand identification.
(d) It makes products handling easier and safe on the retail
2. Communication Function :
Package performs a communication function by becoming an
important adjust to the components of the communication mixed namely,
advertising and sales promotion, it performs this function the following ways:
(a) It marks products identification and differentiation both
and effective. In a competitive market when differences in the tangible product
attributes are not conspicuous, it is the package whose unique presentation
makes products looked different from competiting brands.
(b) Package feature communicate product massage and motivate
consumers to buy.
(c) A change in the product package design and message
considerably facilitates implementation of product repositioning strategy of the
(d) Package repeats the selling message in printing on its
before consumer when it is repeatedly handled during a series of uses.
(e) It promotes products at the point of purchase and
triggers impulse buying.
3. Profit Function :
Package also performs a profits function in the following
(a) Consumers assigning relatively higher value to package
are usually prepared to pay higher price for this product attribute as a result,
higher contribution to profit flows package.
(b) Effective package cuts cost of handling and
transportation and protects product from damage thereby, saving a company from
cuts in profit.
The growing importance of packaging may be attributed to
some of the following factors :
Ø Rising standards of health,
cleanliness and sanitation in the urban and semi-urban areas and amongst
Ø Retailers have prepared package
products on there shelves on account of easy of handling, longer shelf life and
attractiveness. It also does the selling job for them.
Ø Phenomenal growth of package, raw material supplying
concerns e.g. paper cumbersome recovering rules and procedures in railway - the
major national transporters have compelled marketers to properly packaged their
Objectives of the Study
Title : Impact of Packaging on Retailers and Consumers
Category : Project Report for MBA
Description : Project Report - Project Report Impact of Packaging on Retailers and Consumers, Level of Packaging, Functions of Packaging, Importance of Packaging, Packaging Factors, Packaging Material used by company
Pages : 64
This project is our paid category, its cost
is Rs. 2499/- only. If you need this
project, mail us at this id :
We will send you a hardcopy with hard
binding and a softcopy in CD from courier.