Role of packaging in consumer buying behavior

Fuad Mohammed Alhamdi

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Consumer Packaging Perceptions and Trends Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Every year about 95% of new products fail for a simple reason that most customers do not have the time or energy to think about the advantages or disadvantages of the products they place in their shopping carts, so they rely on shortcuts to make a purchase decision such as quality, beauty and excellence of product packaging.Packaging becomes part and parcel of our contemporary life especially in the continuous development for the conception of marketing.It becomes one of the basic dimensions for the concept of production because it plays big role to emphasize the mental image of the product on the consumer's side.The importance of packaging leads several of marketing thinkers to consider it as enclosed marketing mix elements and one of corner stone in which goods depend on its success process.Therefore, the current study aims to study the concept and the importance of packaging and its role in attracting the consumer's attention, and to determine the difficulties that the companies undergo in the field of packaging.The study depends on assembling the primary data on questionnaire designed especially for this purpose, and distributed to 600 consumers in Riyadh city.In addition to that secondary data is collected from resources related to the study subject.Simple statistical analysis is used to analyze the data.The results of research confirm the big role for the packaging in consumer attraction in study sample with all dimensions (design, color, size, and shape).The most important recommendation of the study is that to adopt a clear policy for packing in industrial organizations that cope with high technological development and the fast changing in consumer's tastes.It must be taken into the consideration the modern marketing orientations in product's packaging including the green marketing that depends on using material that has a little environmental effect at packaging process compared with traditional methods.

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