Packaging Materials and Consumer Preferences

furtherance Materials and Consumer PreferencesIntroductionThe boundary business is defined as an organized representation to earn profit. mathematical functionfulness is basic motif that coerces for each one business several(prenominal) or placement to arouse slightlything that is really shooted. This basic motif compels producers to take requisite stairs to im boot out non solitary(prenominal) the harvest-home qualities but to a fault the sort. Producers answer to inter plug in demands and supplies and help their consumers to get maximum merriment in curb resources by offering them m whatever another(prenominal) rise-suited proficients.As there is al slipway scarcity of sources and abundance of wants to generate symmetry amongst wants and supplies a wide seethe of comparable and nearly alternative results argon offered with varieties of price, packing style, soil happen upon and so forth by various companies, which provides customers multiplicity of sur vival of the fittests. Since, in perfect cont arrester all(prenominal) individual or firm has rights to enter the provenderstuff place (or march on the marketplace) at every while and produce and wander ripe(p)s according to their experience al execrable, e real(prenominal) producer tries his level top hat to captivate consumers attention by emphasizing qualities of his outputs among some(prenominal) almost similar mathematical harvest-feasts, hence it becomes necessary to use multiplicity of forwarding style, sizing and illusion of likely products, so that halal(postnominal) provokers may be dis earth-closetguished among others.The intentions of Consumer for procuring any(prenominal)thing depends upon the intensity of his desires to satisy his demand. Consumers countenance expectations that anything he is purchasing ordain satisfy his needs. (Kupiec and Revell, 2001) The basic plan is to litigate consumers needs sooner of product name, consequentl y consumer makes buying finish at the moment they bump different objects rather making prior stopping points. Consumers purchase decision depends the way he is communicated for anything at store. The encase becomes a major cause of his decision to buy anything because it is the offset opinion design of the product, which communicates the consumer that whether a product may (or may not) fulfill his requirements. The product which appears more than suitable to a customer a neargonst match for his needs is bought, whereas others argon left. The key factor to induce a customer is to k like a shot his needs and to make him understand that a deepenicular thing is a perfect match of his requirements.As payable to change of consumers life style consumers argon interested in box tool, So publicity per jumps an important single- prised function in trade communications, box characteristics could be treated as one of the most important factors influencing consumers fall guy pr eference. Taking into consideration that encase could be treated as a set of various elements communica privyg different messages to a consumer, the case of becharm case worldly to grad customers demeanor becomes inevitable.Customers taste and fashion to a fault participates signifi masst functions in choosing item furtherance style, hence to complete market drift and behavior of consumers, companies conduct market purviews, prior launching any new product, so that they may understand eruditions of consumers regarding particularized products and on the foot of customers behavior, figure out the possibility of product success. merchandise Experts commit that advantage is traditionally associated with the choice of an provide product positioning strategy, so the first step must be to correctly define a positioning strategy. Positioning strategy nitty-gritty to move up out physical appearance of any product prior launching it to the market. It has as vigorous a s been discover that slightly clock times quite beneficial products could not get proper attentions of the consumers because of wrong market positioning strategy or weak planning.(Ramsay, 1983 McAlexander et al., 1993)As a government issue of fact if a product (or products) is more demanding and consequently gives lots of profit, every business individual or firm will tend to produce aforementioned(prenominal) for having their sh ar of profit in that specific field. This is how there argon numerous producers or manufacturers producing analogous products with the difference of blur name, packing style, forge and size because a ditto copy will never makes consumers to shift form their existing marker to a new one. Consumers normally do not thrash from one product to another without having sound reasons. These reasons argon nought else but to make them realize that the new product is same but has some different tendencies as substantially, for model despite having many cho colate manufacturing companies, every new manufacturer will not be welcomed to influence consumers, unless they manage to prove that their product is better than existing products. every(prenominal) company tends to prove that their product is somehow poles apart to their competitors and abide fulfill the needs of their consumers in better way but in tenable price. package is the first step to make consumers buy something and plays crucial role to either make a product mete outable or to prove it a complete failure, as it is believed thatSelling something app arntly attractive, though having measly benefits is easier than something that has more benefits and lesser attractive.or in other words nearly of the books atomic number 18 judged and bought by their covers, instead of their contents. succession purchasing anything from the market every 73 out of 100 people go for appargonntly good things rather than trademark and lonesome(prenominal) 27 percent people rigorously stu ck for shuffle. In normal days we do not eat any food, if it does not breast or smell grand, though we know foods be to be tasted and not to be decorated. Commonly people go for the best looking items instead of technicalities this is wherefore most of the people buy unique and expensive mobile phones not because of advanced functions but because they look great and by and large they r bely become familiar of all functions.As the world is rapidly turning into global village and with the passage of time business is being expanded, the impressiveness of apply correct type of incase material has become essential. forwarding is rightly called an art because packaging material is the first introduction of any product to the consumers, as well as it provides a physical blockade between a product and the sur measureings by maintaining hygiene and reducing the risk of product wastage delinquent to impurity. incase is indispensable for a galosh distribution, storage, sale, and use.Packaging also refers to the process of devise, evaluation, and drudgery of packages. It can be described as a coordinated ashes of preparing goods for safe and sound, efficient and cost-effective transport, distribution, storage, retailing, consumption and recovery, reuse or disposal combine with maximizing consumer value, sales and hence profit. Verily packaging is a rudimentary part of the goods supply chain, which protects goods from damage, allows efficient distribution, informs the consumer regarding products and helps to promote goods in a agonistical marketplace.Packaging Material, especially for edible goods, are utilize as a tool to prolong products life. Unlike old days, when a immense part of edible goods employ to be wasted because of insufficient packaging materials, now days edible goods in bulk quantities are manufactured and stored for a long time, which leads to maintain timely supply as well as shortens products cost.In general terms, packaging is t he container that has direct or indirect get to with product, it holds, protects, preserves and identifies the product as well as facilitating handling and commercialisation (Vidales Giovannetti, 1995)Packaging is a tool to form good relationship between Retailers and Food Manufacturers because both work more closely to create products visualiseed for current lifestyles, based on the latest technology. A Retailer, having direct link with end users, can easily be well aware of the perception of consumers. On the other hand manufacturers modify packaging style and product quality on the basis of reading provided by retailers. This has resulted in an salvo in the market for ready to eat meals, a market in which packaging is playing an increasingly important role.In a very broad sense, the food industry is discovering the food attend channel as a new distribution alternative. Alliances between food producers and food service operators will be the only means to develop successful s olutions.(Axler, marketing director of Sodexho, Belgium)Packaging is also a source to provide information roughly ingredients to the customers and instructions to use the product, for which there are some intelligent requirements. Consumers make final choice on the basis of these information for precedent there are some products inappropriate for diabetics patients because of having high calories, hence instructions on packaging can save diabetic patients, on impertinent there are some ingredients which are prohibited for some specific religion (as pork is banned in Islamic Jews preaching) hence with instructions and ingredient list, Muslims and Jews can avoid such forbidden foods. likewise on medicines dosage is mentioned for children and adults. There are some food relate items, especially dairy items, which cannot be kept in sunlight, whereas there are some other items, which must be kept in out-of-doors and airy places to make them fresh or to store in cold. Manufactur ing and going is also mentioned on food products, so that one may know that an edible item is best to use before a veritable period of time to avoid any hazard or wellness problem. On master cartons and containers stack height is also mentioned to avoid product loss, whereas handle with care caution is mentioned on easily breakable items.Packaging is the most important medium of communication because it reaches almost all buyers in the category and is present at the crucial moment when procurement decision is make and buyers are actively involved with packaging as they learn it to obtain the information they need. (Behaeghel 1991 and Peters 1994)Packaging is becoming an essential part of the value chain epitome, regarding food safety device, organoleptic characteristics, ergonomics and flexibility,(Axler, marketing director of Sodexho, Belgium)Packaging is a mean of communication.(Gardener 1967, Lincoln 1965)Packaging is the science, art and technology of enclosing or protectin g products for distribution, storage, sale, and use. Packaging also refers to the process of physical body, evaluation, and production of packages. Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. Packaging contains, protects, preserves, transports, informs, and sells. In many countries it is fully integrated into government, business, industrial, and personal use.Packaging attributes, combining colors, designs, shape, symbols, and messages of Food products, provide people brand acquaintance for prototype in a departmental store all kinds of beverages are kept in same place but consumer of specific brand can easily distinguish his choice because of difference of color, size and unambiguous shape. (Nancarrow et al., 1998) many market trends suggests a emergence packaging role as a brand communication vehicle and reducing expenses on traditional brand building mass media advertizement. Importance of Pac kaging role is acknowledged round the globe for brand building and consequently the expenses on advertisement has been instal reduced. Once a brand becomes familiar companies do not live with to spend a huge amount on advertising because consumer will reach the brand automatically. Companies just induct to manage timely deliveries, so that meanwhile a consumer may not switch to the nearest competitors due to unavailability of the product. (Belch and Belch, 2001)Packaging attracts and sustains attention, helping consumers identify with the depictions presented. The importance of packaging design and the use of packaging, as a vehicle for communication and branding, are growing (Rettie and Brewer, 2000) One recent write up estimated that 73 percent of purchase decisions are made at the point of sale, it means that a majority of consumers switch to one brand to its nearly alternative while purchasing, for example a housewife wants to have a jar of jam of a specific brand, if she d oes not find it in superstore, she might buy any similar brand in absence of her desired brand, this may cause her to believe that the new brand is somehow comparatively better than the previous one, hence next time she will visit to the store, she will surely go for the new brand instead of previous one. (Connolly and Davidson, 1996)Packaging materials are utilise to communicate the messages of specific companies. Most of the branded companies have their particular brand slogans, which influences consumers towards their products. To achieve the communication goals effectively and to optimize the potential of packaging, fast lamentable consumer goods (FMCG) manufacturers must comprehend consumer response to their packages, and incorporate the perceptual processes of the consumer into design. It is also observed that companies that sometimes failure of a product is not because of lack in product qualities but lack of presentations. (Nancarrow et al., 1998)Almost all FMCG spend spe cial amount to figure out Consumers perception and behavior, which is believed is not consistent across cultures. Although many industry observers believe that consumers worldwide are likely to have roughly similar response to many FMCG, despite cultural differences (The Nation, Bangkok, 2002) all the same there are many cross-cultural researchers who believe vice versa, and observe that knowledge true in one culture should be confirm before use in new cultural contexts (e.g., Malhotra et al., 1996) The expansion of recent retailing helps drive this growth, so that packaging plays an increasingly critical role in merchandising and communication for FMCG (The Nation, Bangkok, 2002)Viewing pollution problem of the world, it becomes essential to take necessary steps to reduce waste and garbage. The role of packaging in waste reduction is the most evident at food packaging. When food is processed and packaged, the food residues are often use as fuel, animal feed or some economicall y useful by-product. In absence of packaged processed food, the residues become garbage in the dwelling house.another(prenominal) reason why food packaging reduces waste is that it reduces spoilage. In create countries food wastage is between 20-50% because of poor or the lack of packaging. In Europe, where packaging is apply in handling, transport, containment and storage, food wastage is approximately 2-3%. (PIN, 1996) With increasing rates of appropriate packaging materials, the fraction of food wastes decreases. A survey conducted in this regards oblige that Overall, for every 1% add of packaging, food waste decreases by about 1.6%. (Scarlett, 1996)Purpose of Packaging Materials1.Physical FortificationThe objects enclosed in the package may require shield from many things like shock, shuddering, compression, high temperature, etc. Appropriate Packaging Material accumulates objects from all these hazards.A good packaging material reduces the probability of product loss and w astage. Food products like as other products are to move from one place to another for instance first from factories to warehouses then(prenominal) from warehouses to depot and later on from depots to distributors and then from distributors to retailers and then to the end users. Proper handling needs either to depute huge manpower to avoid such losses (which will surely increase product cost, though product loss will not be prevented completely) or to use good packaging materials naturally usage of proper packaging material is more feasible, though manpower is also used wherever needed.2.ProtectionFood products can be kept safe for a long time, unless Oxygen, water vapor, dust, etc. may not excise them. Infiltration is a critical factor in designing packaging materials. Some packages contain desiccants or Oxygen absorbers to help extend ledge life, whereas usage of metallic sheet or poly film is quite normal in packaging of food think items to prevent oxygen. Modified atmosphere s or controlled atmospheres are also maintained in some food packages. retention the contents clean, fresh, disinfected and safe for the intended shelf life is a elementary function of packaging materials.3.RepressionHandling small objects separately is difficult than retentiveness them in one packet or box, hence diminutive objects are usually aggrouped together in one package instead of keeping them in different packages, for example, a single box of one thousand erasers requires less physical handling than 1000 single rubbers. Liquids, powders, and grainy materials need containment.4.CommunicationPackages are properly labeled to provide information related to usage of product that how to use, transport, reprocess, or dispose of the package or product. Food, medical, chemical and pharmaceutical products are labeled proper manufacturing and expiry dates as well as suitable way of handling for example on some packages keep in cold and dry place is written because moisture and heat can cause hazardous change in the product, on some cartons stacking size has also mentioned to avoid any damage.5.MarketingThe packaging and labels are used to influence consumers to buy something. Package graphic design and physical design are chosen after thorough survey and deep study of consumers taste and behavior. It has also been observed that products which were proved a complete failure became much popular, just after changing the design of packages. The color dodgings, designs, packaging style and size are rightly called tools to sell anything.6.Safety MeasuresPackaging plays imperative role in reducing safety risks of shipment. Prior packaging, need of safety measures are studied thoroughly. Good Packaging Material is the one that comprises tamper confrontation to deter tampering and also have tamper-evident features to help indicate tampering. Packages can be engineered to help reduce the risks of package pilferage Some package constructions are more resistant to pilferage and some have pilfered indicating seals. Packages may take validation seals and use security printing to help indicate that the package and contents are not imitation. Packages also can include anti-theft devices, such as dye-packs, RFID tags, or electronic obligate observation tags that can be activated or detected by devices at exit points and require specialized tools to deactivate. Using packaging in this way is a means of loss deterrence.7.ConveniencePackages are knowing to keep viewing convenience in distribution, handling, stacking, unwrap, sale, opening, re-closing, use, dispensing, and reuse, for example a tin of cooking oil is not used only once, it is to be used time and again, hence there must be convenience in use as well as in reuse. On strange a can of disposable beverage is not designed for reusing purpose and once the seal is opened, it is to be used in a control time else it will end its properties.Many housewives are observed not using specific pro ducts because of inconvenience in use, despite knowing their low price or other benefits.8.Portion ControlSpecific quantities or proper dosage of some products, e.g. salt, are required to be used. wad commodities (such as salt) can be shared out into packages that are a more suitable size for individual households. It is also aids the control of livestock for example selling sealed one-liter-bottles of milk, rather than having people bringing their give bottles to fill themselves.Types of Packaging MaterialsThe most widespread types of packaging material are paper, glass, aluminium, fiber board, plastic and steel.PaperPaper is one of the most extensively used packaging materials, because of being light in weight, cheap in price and easily obtainable. The use of corrugated cardboard, instead of wooden boxes, has reduced weight of packaging materials on one hand and made safe and easy transportation on the other hand.GlassThe use of Glass, as Packaging Material has almost been g iven up, especially for food items e.g. for beverages because any slight jerk or shock causes it to break into pieces, which is not only material loss but also is harmful for human wellness usage of glass has been replaced with Tin and malleable. Glass is the most common form of packaging waste, although it has been returned to the factories now days for recycling, yet because of its insecure nature, it is being avoided as packaging material.AluminumIt iscommonly used inpackaging of food items,such asin cans of soft drinks and in tin packed provisions as foil to protect foodstuff from rot by preventing access of oxygen. The used aluminium as scrap is exchange on high price because aluminum is cycled economically because 20 recycled aluminum cans, can be made with the energy it takes to manufacture one brand new one.SteelCurrently Steel is being used as packaging material for foods, beverages and paints as well as aerosols. Steel is recycled in great extent to minimize product c ost. A survey declares that roughly 16% of energy saving is observed steel because of recycling of steel.PlasticThe use of plastic as packaging material brings so many advantages for instance plastic is light weighted, long lasting and easily available material. The cost of plastic is a bit cheaper as compare to aluminum and steel.Mixed materialsInstead of using a single material for packaging, the trend to use mixed materials is proven more beneficial in form of reducing energy consumption although combining different materials makes reprocessing difficult. Lack of facilities and necessary technologies to separate mixed materials have become great obstacle to recycle because without separating these materials contamination cannot be avoided.Importance of Packaging Branding in MarketingPackaging and Branding are two sides of same coin and are essential for marketing. Branding means to represent not only the name, explanation and design of a product but also to distinguish a compa ny from its competitors. Most of the brand conscious people believe that a specific brand actually represents the history and credibility of not only the brand but also the manufacturers, because using specific brand means trusting particular companies instead of their professional rivals. No brand can be popular without proper packaging hence it is rightly called that backpacking is a marketing instrument, which attracts consumers and forms their trust on companies. People form their good or bad opinions about inside products through the outer look e.g. the colors, fonts, descriptions and logo. It is also experienced that a product, once proven failure, hit the consumers choice later on when the look was improved.SalesMarketing Department focuses to strategize methods to sell companys products in presence of competitors. Packaging and Branding is actually twofold picture. It is state that people do not buy anything unless it looks great. Brand department conducts market surveys to discover new ways to influence more consumers than their competitors, so that more part of market may be captivated. New advertising techniques are discovered and adopted with the passage of time.Brand campaigns are run in the most exclusive manners to form a cohesive brand or image. Brand department keeps an eye on market trends and in case the sale of concern product decreases, new and attractive ways are adopted to re- stalls market position, sometimes change in color, size or packaging style revive a falling product. That is why many products are relabeled after a certain period of time by adding new in product name. Customers do not make out the product but through the brands. It has also been experienced that when a group of consumers were offered to taste same products of different companies, including their own brand, without mentioning of products identities, only a a few(prenominal) consumers chose their own brand, whereas majority either could not figure out any differ ence or chose products other than their brands.BrandingProduct appearance plays live role in creation of brand. The product quality has secondary importance because once a consumer is influenced to use a product first time, the product quality can be known. On a survey conducted to find out consumers market perception, while answering why a product is purchased? most of the answers were because it is apparently good.Brand is not only product introduction but also forms market image of company, for example soft drinks manufacturers are producing almost similar products but their consumers recognize their products through presentation style, color scheme and packaging uniqueness. Some experts believe that advertising, which provides information about intent attributes such as price and physical traits will influence brand associations. Advertising can make positive brand evaluations and attitudes readily favorable in memory Advertising also influences behavioral manifestations of b rand equity. On average, market leaders spend 20 percent more of their budgets on advertising than do their nearest competitors.There are different parameters or factors that force a customer to switch one brand to another. This individual alter behavior leads to study taxonomy of explanations for varied behavior. Experts of branding distribute these varied behaviors into Derived and Direct variation. Derived varied behavior refers to varied behavior that results from forces that have nothing to do with a preference for change in and of itself These forces are divided into multiple needs and changes in the choice problem. Multiple needs include multiple users, contexts and uses.There are empirical evidences indicating that varied consumption of the household may result from different usage purposes of the product as well as different users within the household. Changes in the choice problem are changes in the feasible set of alternatives, tastes and constraints (new brands, adverti sing, deals, etc.)Direct variation explanations of varied behavior rely on the inherently satisfying aspects of changing behavior social and intrapersonal motives are involved in direct variation. Interpersonal motives result from the needs for affiliation and distinction. Intrapersonal motives result from three main forces.First is the desire for the foreign cite empirical evidence on successful attempts to get stable and reliable measures of different aspects of this desire that is related to an ideal level of stimulation desired by the individual.Second is the desire for information, to measure optimum stimulation levels. Consumers want information on familiar brands. This need for information arises when continue consumption of a particular brand creates confusion with regard to the expense of other brands.The third type of direct variation that satisfies intrapersonal needs is alternation among the familiar. The studies in the areas of psychology of consumer behavior show that levels of stimulation can be raise by geological fault among familiar as well as unfamiliar brands. There is empirical evidence on the existence of ideal levels of attributes wanted by consumers in their consumption. This fact may result in switching among familiar brands that are rich in different attributes.The present study interprets varied consumption as a result of variety want behavior, which is operational as a measure of individual tendency to take leave consumption. This tendency is measured on a continuum that extends from extreme tendency to vary consumption to an extreme tendency to avoid variety.It is possible to identify quin major factors which influence the proportion of total product sales made by each brand of a product class displayed in a supermarket (1) relative brand prices, (2) the proportion of display space allocated to each brand, (3) the quality of display space, (4) point-of-sale advertising and promotion, and (5) consumer brand attitudes and preferences. The first four-spot of these factors are direct dimensions of the purchase surroundings. The fifth is a residual of advertising and promotion, habits and experience, which is brought to the purchase environment by the consumer. A primary objective of this analysis is to isolate and quantify the fifth item, namely, brand preferences of consumers.The procedure outlined in the model essentially involves controlling the other four aspects of the purchase environment and thereby isolating the effect of brand preferences. In many merchandising situations, however, the effects of brand preferences and relative brand prices work together in either a cumulative or a compensating way. For this reason, it may also be of interest to quantify the combined effects of consumer brand preferences and differences in brand prices. While this is possible with the model and is discussed later, the basic model is developed to fit conditions where brand prices are equal. With equal brand pr ices, equal display quality conditions, and no point- of-sale advertising or promotion, it is hypothesized that the sales of each brand would be proportional to the display space allocated to each if all buyers were torpid concerning brand choice.SlogansA slogan is a short, unforgettable grasp phrase, which are used as punch line in advertisement to re-start the whole product quality and usage in one or a few words. The company and product information details are associated with tagline or motto of slogans. Companies often use one or a few words slogans to catch the attention of consumers. These slogans are somehow interlinked with the image of product quality because it becomes a key component and are used as essential factor to recognize products for example, Relax, its FedEx defines that a renowned American Courier Service is being discussed, similarly Im lovin it mentions McDonalds and Finger-lickin good denotes K.F.C (Kentucky Fried Chicken) The gratification of Pepsi declar es a beverage company, Dont leave home without it. talks about American Express and The Legend Leads speaks out of Peek Freans. Many products are even known by their slogans instead of their own names.Designs of PackagingSuitable fisticuffs is designed to captivate a customers attention. The moment a consumer throws a view towards products, his decision for whether or not to buy a product is organize on the basis of product appearance. A child will unendingly reject product having dull colors whereas an old man will surely avoid using self-luminous colored objects. A well marketed product is wrapped packaging, which suits the flavor of users. Mercedes can never be embed in shocking pink color because people who use it, have sober taste and prefer elegance, whereas sports cars are manufactured in bright colors because the dominant users are young.Color effects human behavior such as some colors make us joyful whereas others make us sad. While making purchase decision, colour s cheme becomes more obvious. The effect of colour has been studied widely to know the consumers perception. (Imram, 1999) Consumer opinions of an sufficient color are associated with discernments of other quality features, such as taste, aroma, satisfaction and nourishment levels. Positive effect can be gained by using one or more packaging variables. In some product clear packaging is sued to allow consumers to view food colour, incident light, and taxonomy. While making advertisement of food items, the best colour combination is used not only for plates having food items but also the clothes of models