INTRODUCTION
Packaging is a type of source to build the brand. The
meaning of packaging is using something that can cover,
protect, deliver, and display the finished goods and services.
Packaging is separated into two levels which are primary
packaging and secondary packaging. Primary packaging is a
packaging that has immediate contact with the product.
Secondary packaging refers to various pre-packaged products
that are packed together. There are different types of
packaging such as crates, pallets, blister, clamshell, bagging
and sealing. Crates and pallets is an important part for
shipping process. It can ensure that the goods are well
protected until the goods have been delivered safely to the
purchaser. Packaging design is a set of influence from the
business environment. Blister and clamshell packaging is used
for smaller industrial and consumer products that require high
level of protection and security. Blister and clamshell
packaging also include a summary card for the product
function. Bagging and sealing packaging is designed for the
industries and commercial used. Bagging and sealing packaging
means using plastic bags that can be transformed into a
variety of construction designs such as zippers, pouches,
gussets, and wickets.
A good packaging consists of six elements which are
coherence, uniqueness, relevance, distinctiveness, market
appeal, and protectiveness. Coherence is that the packaging is
the communication of a brand. Uniqueness refers to the
packaging can be made into a product shape, material and
designs are different from other brand’s packaging. The
meaning of relevance is whether the product fulfil the
customer needs, the product package signal the attraction of
the brand. Distinctiveness is a packaging that makes a brand
easy to recognize. 68-80 percent of purchase decisions are
made by facing the product on shelf. Market appeal will
distinguish the products with other product. Lastly,
protectiveness is that the packaging have to ensure products
are safely wrapped before sale.
A management decision on marketing strategy is based on
the main influence from the new technology, material
development, environment issues, consumer preferences, and
marketing aspects. A good packaging can make a product more
valuable and attractive to the customers who purchase it. The
intensive competition in the market will cause the firm to
design and develop an innovative packaging in order to
increase the competitive advantage and remain the
competitiveness to survive in long term. According to Rettie
and Brewer, packaging design can increase the product
differentiation that offer between the company products with
their major competitors (Rundh, 2013). In addition, a good
package design can improve the company brand image and boost
their sales.
Besides, value packaging can communicate the brand value
and class in order to help a company to build a premium
positioning in the market. Furthermore, a new packaging design
can also help a company to provide the product information to
target customers and interested customers.
On the other hand, one of the packaging functions is to
present the marketing and legal requirement. Moreover,
packaging can also provide the content and ingredient about
the product.
2.0 Literature review
2.1 Packaging act as a marketing tool to increase brand
awareness
According to the (George, 2005), packaging design has
become a very important factor for marketing the products in
consumers market in the range of spirit, perfume grocery
products and so on. The packaging can consider as a part of
the product because the packaging can provide information
about the benefit and the function of the product. For some of
the products, the shape, size and colour of the package also
plays an important element in the product design and
marketplace (Wansink, Raghubir and Greenleaf, 2006). The
effect of colour packaging is the most obvious and well-
studied (Imram, 1999). Moreover, texture and graphic are also
a variable that can be revising and subsidize to an effective
package. According to (Schoormans anf Robben, 1997), the price
and the information together with user guideline are necessary
functions of packaging. When the packaging is functioning as a
marketing tool, the particular product brand awareness in the
competitive market will improve too.
2.2 Achieving competitive advantage to increase the brand
awareness
According to (Aaker and McLoughlin, 2007), competitive
advantage can be achieved in any function of a firm’s
activities. In order to achieve competitive advantages,
several factors must contribute to design differentiation of
their product packaging. They also need to analyse and develop
packaging as an innovative marketing tool. The product package
is the first thing that contact with the presumptive consumer.
In a store, a well-designed package can be beneficial for
sales personnel to promote the product. The meaning of
competitive advantage is meeting the customer need in a
superior way than competitor (Day and West et al, 2011).
The approach for a company to increase the brand
awareness can be better by applying user convenient, product
special characteristic and superior design. On the other hand,
packaging can also be an important source to create
competitive advantage over competitor. It also include an
integrated marketing strategy to increase the brand awareness
in the market.
2.3 As a communication tool to increase brand awareness toward
usage of product
According to the previous research from (Brewer and
Underwood and Rettie, 2003), packaging also can be used as a
communication tool and build brand awareness for the company.
In addition, product packaging plays an important role to
communicate the brand message directly to the target audience
(al, 1998). Based on one recent survey on food labelling,
more than 90 percent of customer agreed that the nutritional
information panel should be placed out in the same way for
all the food product so that the customer can easily
understand the product uses (Mitchell and Papavassiliou,
1999). From another research
(Silayoi and Speece , 2004), reports that the packaging design
can be used as communication for the product in order to
increase the competitiveness in the market. The product
packaging can help the product to look more attractive; it can
act as the communication tool to promote the product. (Brewer
and Underwood and Rettie, 2003).
In the competitive market, the product packaging has to
work harder than the product to attract the customer attention
(Milton, 1991). Furthermore, packaging can also influence the
customer advance experience of a product through their usage
of the package for other persistence. From the various factors
as mentioned above, it can increase the use of packaging for
marketing purpose. According to (Brewer and Underwood and
Rettie, 2003), more than 50 to 70 percent of the purchase
decision are made in a store, so that the package design plays
an important role to attract the customer and increase the
curiosity of the content in the package from the customer.
According to (Richmond, 2004), consumers do not differentiate
between the products, the package and the equity, most of the
consumers will combine those component as a product part;
while the corporation divided the package, the product and the
equity into separate part. The package is the product delivery
system, and the package comes of great use in selling the
product. So that the product packaging plays an important role
to increase the brand awareness in the market when the product
packaging provides the completed information to the customer.
2.4 Positioning in the market to increase brand awareness
According to (Maggard, 1976), brand positioning is the
origin of product packaging. In year 1976, Maggard stated that
the product physical and the image are very important for the
company. Therefore, the company has to design their product as
well as their product packaging to achieve a brand positioning
in the customer mind.
On the marketing side, packaging can also be considered
as a part of products. For example, given from the (Evan and
Berman, 1992), product packaging is a type of product
property. Another example given by (Olson and Jacoby , 1972),
it cited that packaging is an extrinsic element of the product
and the packaging is direct related to the product but it is
not a physical product itself. Packaging represents as a part
of buying process. However, it is not directly related to the
ingredients for the product function (Underwood, 2003).
From the manager perspective, the design of the packaging
such as their graphic and structural design can help to
position the product that the company want to occupy in the
market (Gimeno, 2000).
From the customer point of view, packaging also plays an
important role when the products are purchased by customer.
Packaging is the first factor customers observe before they
make the final decision to purchase. So, the packaging design
must attract the customer attention and lead to purchase
(Giovannetti, 1995).
According to (Zeithaml, 1988), customers are more likely
to use extrinsic cue when they have no experience on that
particular product. From extrinsic cue, packaging can provide
open information for product evaluation purpose when consumers
are unfamiliar with intrinsic information of the product. So,
if consumers want to shop for an unfamiliar product, they will
judge the product by the package rather than the product
attribute (Zeithaml, 1988). According to other researcher
(Richarson, 1994), extrinsic value is very important when the
customer is not familiar with the product intrinsic attribute.
In addition, product picture facilitated learning more than
verbal cues when customer has little experience on that
product (Luiz and Lutz, 1978). If the consumer has difficulty
on evaluating their intrinsic cue for less familiar brand or
product, the increased reliance on product outlook should
heighten any package effect. When the brand positioning is
strong that means the company brand awareness in the market
will be also strong.
2.5 Increment of the brand awareness toward the safety of
product
Protective packaging is to make sure the products reaches
their final destination unbroken and undamaged. According to
(Steward, 1995), the basic function of the packaging is to
preserve product integrity by protecting the actual product
against the potential damage from “climatic, bacteriological
and transit hazards”. Based on the research from (paper, 1997)
, the role of packaging and crucial component must contain the
product, preserve and protect the product safely. When the
products have safely delivered to customer possession, the
company brand awareness will increase proportionally because
of the good protection of customer goods.
Importance of the packaging toward brand awareness
A marketing tool to incr ease brand awareness
Marketing and packaging is a balancing function in an
organization. Packaging can be a part in the launch of new
products. The packaging technologist can play important roles
to guide the marketer in the product design, product
development, production and cost about the choosing of
packaging. The packaging technologist can also explain the
function of the packaging to the marketers to ensure them to
make a correct decision about the packaging.
A good packaging can be a marketing tool to attract the
attention from the potential customer and also influence the
customer to make purchase decision. Other than that, a good
packaging design can also help the company to build good brand
awareness. It can also determine the success or failure of the
company brand awareness. In selecting a good product, customer
will make various judgements through their senses on the
colour, materials, shape, size, graphic and convenient to form
the first impression for the product. The choice of an
aesthetically colour scheme that used to target the particular
customer is also an important stage in packaging. Besides
that, an acceptable colour in consumer view is related with
the perceptions of quality attributes, for example, flavour
and nutrition and also with satisfaction level. In the food
industry, using a clear package design can make the product
look fresh, and their brand name appearance easy to recognise.
A well packaging can be creative, functional, and also
environmental friendly. A specific colour a brand used to pack
their product can make the product become iconic. For example,
when customer saw a red tin soft-drink with a white swirl,
missing it brank mark, the customer will directly recognise it
as “Coca-Cola”. Nowadays, many brands are using their
signature colour to be easily recognized by their potential
customer. Furthermore, different product using different
colour is also very important. Some of the customer may also
see their product packaging colour to identify the product,
such as most of the customer will think that if the food
packaging is in green, it is a healthy product. For example
given below,
Natural and organic products normally are using green and
rich earth tones.
Black, gold or silver usually are design for luxury
brands.
High tech products are designed in minimalist black.
Simple and clean products are designed in white colour.
For toys, kids toy normally are packaged in bright
colour;girls toys normally are pink colour.
A graphic design on the package can represent the product
image. The meaning of the graphic is the image that used in
package. Those graphics include image layout, colour
combination, typography, and product photography. According to
(Grossman and Wisenblit, 1999), graphic also play an important
role in the low involvement product. Furthermore, the consumer
making purchase decision usually based on the marketing
communication, which include image building. However, compare
to the low involvement product, high involvement product are
more focus on the product function rather than the product
packages. Nowadays, the product package graphic design are
important. This is because most of the consumers are under
time-pressure, said by Herrington and Capella. So that, the
good package design can be easier to attract customers to make
a purchase. From the customer’s perspective, different new
packages design can be more recognizable against the
competitors.
On the other hand, using the right material in packaging
can ensure the product to be safe. Nowadays, product packaging
is expected from customer to be environmentally friendly. A
number of the environment problem from the packaging waste has
increased the attention from the government, official
institutions and international companies around the world.
Many countries also introduced the new rule and legislation
about the usage of certain material for the product packaging.
Packaging waste is the most critical problem in the world.
According to the European citation Eurostat, 78.4 million
tonnes of packaging waste are produced every year. The toxic
created by the packaging waste can severely affect the human
health. Therefore, the use of maintainable, biodegradable and
recyclable materials is important. Moreover, the usage of
recycled materials can be from preserves resources, once the
cycle of usage has expired, the materials still can use to
produce energy. For example, a well-known company named
Brotaco international design their shampoo and hair
conditional into the bottle that design by biodegradable in
landfills. Another example for the food industry, nowadays,
McDonald and Starbucks are also using paper bags to replace
plastic bags in order to reduce the packaging waste. So when
the company focus on the “go green” problem, it will directly
increase the brand awareness.
Besides that, the shape of packaging has a direct impact on
the viewer’s perception. Different sizes of packages may
demand to use in different involvement level especially for
generic products. Normally, generic products are packaged in
large sizes because it can be easily communicated to consumers
who are looking for worthy deals. Thus, packaging is a crucial
function when the product quality is difficult to determine.
For generic goods, the sizes of packaging is very important.
The lengthening of the shape to make consumer think that
packaging is better value for money and also possibly affect
perceived volume.
Lastly, the convenient design can add the value in product
package design. For example, foods are offered in
microwaveable package. A shampoo or lotion can be designed in
normal shape or convenient to hang on the shower handle.
Nowadays, the special pump dispensers are designed in liquid
soap rather than traditional bar soap. Convenience should also
be taken into consideration at the ease of disposability of
the package. The use of technology became advanced in
convenient packaging. According to the research done by
(Kotler 2000), consumers are willing to pay more money for
convenience, appearance, dependability and prestige of better
packages.
Some successful products are using contest or discount
information in their packaging. Using this strategy, the
product can be easier to promote to target customer. Other
than that, some of the company also design the QR code into
their product packaging, so that, their potential customer can
use their smartphones to enter an interactive world. Normally,
those companies will also use the QR code to promote their
product and try to persuade the customer to buy it.
To achieve competitive advantage to increase the brand
awareness
Packaging becomes an important source to create a
competitive advantage over their competitor. When the company
achieve the competitive advantages, the company will directly
increase their brand awareness in the competitive market. When
a package product looks unique and different from the
competitor, it will be more attractive and more valuable from
the customer’s dollar. A product look unique can attract
consumer to make purchasing decision because consumer will
take the first option for the unique packaging product.
However, it creates a turnkey operation. Besides that, the
producer must guarantee that the element wrote in the product
package are functional. From this point, it can also increase
the competitive advantage when the company performs well on
the guarantee.
Other than that, packaging can also help to build brand
image and brand identity. Packaging can create large
opportunity to positively impact on brand’s image. Packaging
has a few types of advantages that help the company to create
the competitive advantages. The first advantage that packaging
helps to create the competitive advantage is to build brand
identity expression. For example, high quality of printing and
unique design can support the brand to engage users and
differentiate a brand in competitive market.
The second advantage that packaging helps to create
competitive advantage is that it can help the company to build
relationship with end user. When the company builds a good
relationship with customer, it will definitely increase the
sales compared to the major competitor and good awareness in
the market. In addition, if the customers have a good
experience on your product, it will also increase the loyalty
from the customer.
The third advantage that packaging helps to create the
competitive advantage is it can help company to sell their
product. A well packaged good can effortlessly allow consumer
get the information about the product. Additionally, packaging
is also the last opportunity to attract customer attention and
convince customer to purchase the product. Moreover, packaging
can differentiate a brand product with other competitor’s
brand. Due to a unique package can contain company name, logo,
colour scheme of the company, it can allow customer to easily
recognise the product between competitors. Furthermore,
packaging may also associate new product from the same
manufacturer and seller. For example, a customer walk pass
through the coffee aisle of the local grocery store, the green
and white packaging of the Starbucks coffee brand may be
easily recognizable for the consumer to grab on his way by the
coffee shelf. The customer may identify the company brand,
which drives them to buy the product. When a company redesigns
their product packaging, it may change the brand perception of
the company from the employee.
A communication tool to provide the detail about the product
in order to increase the brand awareness toward usage of
product
Packaging must excel in promoting their product in most
of the industry such as food industry, generic brand industry
and technology industry. A good package design can help the
company to convey their information to customer and those
information are easy to find. When the necessary information
is difficult to find, read or understand, the packages would
seem to be less attractive to the end user and may affect the
brand awareness of the particular company. According to
(O’Shaughnessy, 1995), every packaging elements are used to
communicate with the consumers, so product image is very
important. A good package can include the information into
several language that includes English, Bahasa Malaysia and
Mandarin so it can ease the customer’s understanding in
different language. This will directly increase the brand
awareness in that particular race. Another role of packaging
in communication is packaging provides the information to
customer or purchaser through the label or product package
such as expiry date, ingredients, directions, and benefits
together with the use of product that required by law should
be included to prevent confusion of the customer. Some of the
manufacturers are guilty because their explanation of the
information is not easily understood by customers. When the
instructions are easy to find and read, the customer will
appreciate too. If the package of the product do not consist
of any information related to the product, that particular
product will be hard to attract the customer to become final
purchaser. For example, the medicine package must provide the
information on the ingredients, serving per person,
nutritional benefit, date of manufacturing, date of expiry,
warning message and cautionary information. Medicine is a
dangerous product for the customers who do not understand the
medicine function and user guideline. It could cause the worse
situation like death. Hence, the information on the packaging
is very important and useful. No customer will choose the
product without any detailed information.
The product that design for children is more focus on the
product packaging safety. According to the United States
consumer product safety commission, the safety standard for
the children product packaging must be written down on the
user instruction, the user age such as from 7-14 year olds,
warning labels, written instruction manuals, or other
producer’s markings on a product.
Nowadays, consumers are able to easily recognize the
product packaging, this recognition can allow the company to
secure in the highly competitive marketplace. For example,
children are most easy to be attracted from those bright
colours, super hero product packages. Some of the younger
children may not understand the label, but they can recognize
the product packaging.
Currently, there are various products with similar
package, this might influence the consumer in making their
purchasing decision. So, the generic brands may also have
unique packaging in order to attract consumers.
Besides that, packaging also represents as an integral
part of every company brand communication to their customer.
It is because nearly all of the products and services in the
market is packaged. It shows that packaging is very important
for every product. If the product enjoys extensive
distribution through a lot of channels, at the same time the
competitor will increase. Therefore, packaging plays an
important role to sell the product. When consumers do not have
the buying experience for the product, product packaging might
be the first look in order to influence their purchase
decision. For example, hand lotion is packaged in a ladylike
coloured bottle which have the expectation of providing soft,
smooth hands. Therefore, the consumers will judge products by
their packaging. Attractive packaging will attract more
consumers to purchase the product and increase the level of
brand awareness in the competitive market.
To increase brand awareness toward the safety of product
Protective packaging must ensure that the products had
arrived at its final destination or final purchase safely
without any damaged. Although the drive may be simple,
designers hard to improve their package solutions because of
the variety of design considerations such as the materials,
processes, costs, the handling and transportation conditions
that the product may encounter. Packaging can also let
manufacturer, retailer, and wholesaler to market their product
in particular quantities. Most of the manufacturer and
retailer also prefer a good packaging, because a good
packaging can help them easy to store and ship. Packaging is
important to both buyers and sellers of the products. A
package design must be able to protect the product from damage
during shipment and ensure the condition of product is
satisfied when reach the final consumer. When the product had
safely delivered to the final customer possession, the
impression to the customer is that the company had used
maximum precautions to protect the product, when the customer
is satisfied with the company service on protection of the
product, the brand awareness will definitely increase.
However, the design of the packaging should be easy to
open and re-close. Some of the customer will also request for
the child-proof package to prevent their children to open the
package. Researches indicate that, most of the products with
hard open packaging design will receive the complaint from
customer. There are some common types of packaging which
included shipping cartons, boxes, containers and other holders
for the product. A great packaging can avoid from spoiling,
breakage and tampering. So, the product can be easier and
convenient to keep in storage.
A good packaging can protect a product from damage by
micro-organism, air, moisture and toxins. Using the package
which can protected against the product being damaged during
transport. For perishable goods like fruits and vegetables,
they need to use laminated container to protect those
products. For example, in Europe, more than 75 percent of
products are using corrugated packaging. The reason why this
corrugated packaging is so famous in Europe is because it can
ensure that product do not suffer damage, on the other hand it
can keep the food clean, fresh and safe. The product can also
be protected against high temperature, humidity, light and
gases in the air.
The condition and appearance of a product is very
important when the goods reach the customer hands. If the
package is torn, crushed or crash it will destroy the brand
confident from the customer and reduce the brand awareness.
In the food industry, the roles of food packaging are
protecting the food product to prevent damage and also
maintain the food safety. Furthermore, the selection of
packaging material and technology can also maintain the food
quality and freshness during the transport and storage.
Material that use in traditional way includes glass, metal,
paper and paperboard. Today, the food packages material are
combined with several material to make sure the safety of the
product. In the food industry, most of the customers will
focus on cleanliness, when the product packaging can protect
the food clean and safe, the customer will choose to purchase
the company product.
For fragile products, bubble wraps are frequently used.
The package cushioning can help protect the product during
shipment to prevent the transport product been dropped,
kicked, and impacted from those transport vibration from
conveyors, trucks, railroads, or aircraft. The design of the
package cushioning is usually inside a shipping container.
Positioning in the market to increase brand awareness
Product positioning is a marketing activity and process
that help the company to identify the company existing market
problem or opportunity in order to let the company to find a
solution to solve the problem based on the market data.
Product positioning may state the position of a business which
was chosen to carry out their marketing and business
objective. Product positioning also refers to consumers’
perception of a product’s features, uses, advantages and
disadvantages relative to competitor’s brands. Positioning is
a strategy that helps the company to achieve their goal such
as increase of sales and brand recognition.
In the marketing side, product positioning has many
different definitions, but the most common definition is to
help the company to identify their brand and occupy a market
niche for a brand or product. Furthermore, product positioning
can also increase the market awareness on the brand. Besides
that, one of the roles of packaging design is used to support
the product positioning. This role has improved due to the
rapid change in environment. Product packaging can help the
company to position their product in particular market
segmentation and help the company to communicate with their
target customers. For example, famous branded Hermes position
their product based on their packages, they are using unique
and simple design to position their product, to let the
customer feel their product are classic and luxurious. Another
example is from Macy's department stores, their product
packaged position them as upscale, fashionable and good value
for high-income level shoppers. Clothing boxes are more
expensive in white, glossy stock on both sides, imprinted with
the familiar, upscale Macy's logo.
As we mention earlier, the packaging colour can be a
marketing tool to promote the product. Other than that, the
packaging colour can also position the product. For example,
Red colour is a key colour for Coca cola, Marlboro, and
Folger's Coffee. Blue colour is a key colour for Pepsi. All
products that directly or indirectly, promise stimulation,
excitement, energy, and social acceptance.
Some of the factors that cause the environment change
rapidly. There are number of individual’s income increased due
to the economic is turning good but they have restricted time
to go shopping. The aging population, concern level of health
and also the raise of the cavity between rich and poor which
will affect the environment change quickly. Therefore, the
packaging has to be altered to match the environment change.
When the company understand the current market situation
and customer attitude toward a particular product, it can help
the company to design product packaging and position the brand
in the market. The company should put the effort and time on
developing the packaging design such as surface and graphic.
Based on the data from the research, when all the product
function in particular industry are comparable, the packaging
is the only source the final purchaser will compare.
Effect on company brand awareness if packaging does not exist
As we are aware that packaging plays a very crucial role
in the market. If package is non-existent in the market, a
product is considered as not completely done. When a product
is said to be completed without any packaging, it might be
easily damaged during shipping, storage and display. For
example, when a brand new hand-phone set without any
packaging, it could easily get damage during the shipping
period, when the phone reach to the customer possession with
damaged product, the company brand awareness will directly get
affected. Not only in technology industry, packaging is also
plays an important role in food industry. When a food without
any packaging protection, it could directly affect the quality
and freshness during the transport and storage. For example,
if Pizza hut does not have a good packaging, it will affect
the freshness of the pizza and it could affect the taste of
pizza. The customer will not satisfy with the pizza and do not
buy again. If a product without packaging, it will also reduce
the price and the value of the product. However, a product
without packaging will definitely influence the sales of the
product. When there is no packaging for a product, consumer
might not get attention on the product, thus, leading to
reduction in the product attractiveness.
Furthermore, if the products are using wrong packaging it
might influence the sales for that particular product and the
company lost competitive advantage. As we mention above,
packaging can be a marketing tool for a brand or a product to
increase the brand awareness, if a company using the wrong
colour, materials, shape, size, graphic and convenient, it may
affect the company sales. For example, when healthy product
designs in pink colour compare with other company product
packaging design in green colour, the customer will exactly
choose the green colour, because green colour represent
healthy. In the aspect of material, the use of wrong material
in packaging product may damage the product. For example, a
company using plastic to store an ice-cream cake is considered
as a bad packaging because it will affect the cake easily
melting. For the size, the products look will be affected
directly when the company’s design wrongly. For example, when
a chocolate is distributed in a small pack, it may cause the
customer to choose other brand of chocolate. This is because
the customers will think that a big pack will have more
chocolates inside the box and the customer will feel it is
more valuable. Moreover, the shape is also play an important
role in packaging. If the manufacturer does not focus on the
package shape, it may also affect their sales. For example, a
heart shape package products are more easily to sell rather
than the rectangle shape product during valentines’ day.
Lastly, in the aspect of the product convenient, most of the
customer will choose the convenient pack to make them easier
to take. If the manufacturer is choosing wrong design, it will
bring inconvenient to the customers who had made the purchase. Besides that, another main issue could happen when the
packaging does not exist is product positioning. A product
package can help a company or organization to identify their
brand and position their brand in market. Nowadays, most of
the well-known company have invested fund in their product
package as their advertising, because they know the product
package is very important for them to boost their sales. When
a well-known company uses a normal plastic bag as their
packaging, it could affect the customer perception. The
customer may not feel the boost in social status, so it may
let the customer change other brand.
Lastly, as mentioned above packaging can be a part of
product, such as their expired date, ingredient, direction,
and benefit together with the use of product. Packaging also
acts as a medium to transfer the information to the customer.
When a product packages does not clearly define those
information such as expiry date and so on, it could make the
customer loss of confidence on that particular product and use
other brands of product that have clearly define those main
information to replace them. In addition, bad packaging design
could create confusion by assigning too much of information or
mislead and mistaken information. Besides that, confusion can
also affect the customer decision toward product’s purchase
and the customer’s right to safety and information.
Conclusion
In conclusion, packaging is very important for the
company and the company brand to build their brand awareness.
Every company or organization has their own packaging design
regardless of how big or small the products are. Instead of
the package design, it will directly affect the company’s
awareness and sales if they are not handling effectively. In
other words, a good packaging can guide the company to achieve
success goals. A good packaging can also help the company to
build the brand position in the competitive market. In today’s
market, competition is very fierce, not only the product but
it also include the smallest detail on the product. Packaging
and design is one of the main factors that the company must
control and also need to use the company advantage to promote
the product and increase the brand awareness. Other than that,
a good packaging design can also be a good marketing tool as
well as using other marketing tool. A well packaging design
includes six main elements which are colour, materials, shape,
and size, graphic and convenient. These six elements play
important roles in packaging. If either one element is design
wrongly, it could affect the product selling rate in the
competitive market. If a company wants to attract customer’s
attention towards their packaging, these six elements should
be focused and surveyed by the company.
A great packaging also play an important role to
communicate with customer based on their detailed information
written on the packaging. A good communication towards a
packaging design can help the company to easily to convey the
information to customers and they are also able to understand
what actually the products of the companies serve in the
market. One of the important roles that packaging provided is
to protect the good and services. Packaging can help the
company to protect their product, whether the companies want
to ship or display. Lastly, we know that packaging is the main
factor in the marketing mix. Although in most of the time the
packaging design does not act as the primary drive of one
product, but it is vital to ensure that the product to
recognised and remembered by the customer.
BibliographyRundh, B. ( 2013). British Food Journal. Linking packaging to marketing: how packaging is influencing the marketing strategy , pp. 1547-1563.
George. (2005). British Food Journal. Packaging design: creating competitive advantages with product packaging , pp. 988-1002.
Wansink, Raghubir and Greenleaf. (2006). Packaging design: creating competitive advantages with product packaging. British Food Journal , pp.988-1002.
Schoormans anf Robben. (1997). British Food Journal. Linking packaging to marketing , pp. 1547-1563.
Aaker and McLoughlin. (2007). British Food Journal. Linking packaging to marketing , pp. 1547-1563.
Brewer and Underwood and Rettie. (2003). British Food Journal. Linkingpackaging to marketing , pp. 1547-1563.
Imram. (1999). European Journal of Marketing. Importance of packaging contribute , pp. 1495-1517.
Steward. (1995). The importance of packaging design . International Journal of Retail & distribution management , 677-690.
al, N. e. (1998). The importance of packaging design. International Journal of Retail & distribution management , 677-690.
Milton. (1991). the important of packaging design . International Journal of Retail & distribution management , 677-690.
Day and West et al. (2011). British Food Journal. Linking packaging to marketing , pp. 1547-1563.
Maggard. (1976). Consumer perceptions of product packaging. Journal of Consumer Marketing , 100–112.
Evan and Berman. (1992). Consumer perceptions of product packaging. Journal of Consumer Marketing , 100–112.
Olson and Jacoby . (1972). Consumer perceptions of product packaging. Journal of Consumer Marketing , 100–112.
Underwood. (2003). Consumer perceptions of product packaging. Journal of Consumer Marketing , 100–112.
Gimeno, I. (2000). Consumer perceptions of product packaging. Journal of Consumer Marketing , 100-112.
Giovannetti, V. (1995). Consumer perceptions of product packaging. Journal of Consumer Marketing , 100-122.
Grossman and Wisenblit. (1999). Importance of packaging attributes. European Journal of Marketing , 1495-1517.
O’Shaughnessy. (1995). COMMUNICATING TO THE CONSUMER . Packaging Power, 49.
Zeithaml. (1988). packaging communication. Journal of Product & Brand Management , 403 - 422.
Richarson. (1994). packaging communication. Journal of Product & Brand Management , 403 - 422.
Luiz and Lutz. (1978). packaging marketing. Journal of Product & Brand Management , 403 - 422.
Richmond. (2004). Critical issues in packaged food business. British Food Journal , 760 - 780.
Mitchell and Papavassiliou. (1999). The importance of packaging. European Journal of Marketing , 1495 - 1517.
Issues Paper. (1997). Critical issues in packaged food business. British Food Journal , 760-780.
paper, i. (1997). Critical issues in packaged food business. British Food Journal , 760-780.
Silayoi and Speece . (2004). Critical issues in packaged food business. British Food Journal , 760-780.
REFERENCE
http://cba.upd.edu.ph/docs/DP/0101_gutierrez.pdf
http://theconsumerfactor.com/en/influence-packaging-consumer-purchase-decision/
http://www.insidebusiness360.com/index.php/why-product-packaging-influences-consumer-buying-behavior-1748/
http://www.frankefiorella.com/wp-content/uploads/2012/02/identityWise-The-Role-of-Packaging-in-Building-Brand-Identity.pdf
http://www.brandchannel.com/papers_review.asp?sp_id=1270
http://www.officemax.co.nz/businesscorner/marketing/how-packaging-design-build-brand
http://www.yourarticlelibrary.com/marketing/5-basic-functions-of-packaging-in-marketing-a-product/22204/
http://adage.com/article/guest-columnists/shopper-marketing-packaging-conveys-a-brand-s-message/148283/
http://books.google.com.my/books?id=9Kf_O1eI0J4C&pg=PA288&lpg=PA288&dq=use+package+to+protect+product&source=bl&ots=DA4jMk8d-5&sig=XnOk0K-A2migw83D8puC5ZANUwk&hl=zh-CN&sa=X&ei=N11eVPesFoOxuQS6ioHIAw&ved=0CDQQ6AEwAw#v=onepage&q=use%20package%20to%20protect%20product&f=false
Top Related