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Essay / Research Paper Abstract
This 3 page paper looks at why packaging is so important in marketing terms, issues such as customer perception and image are considered and ethical and environmental concerns regarding packaging. The bibliography cites 2 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEpackmar.rtf
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Unformatted sample text from the term paper:
placement and promotion the packaging is relevant for two of these factors. The product itself includes the packaging, and the promotion of the product may also include the packaging (Kotler,
2003). The packaging of good can be an important element in the decision making process of the buyer. Where goods are sold in packaging the design and appearance will
give the consumer impression about the product, it may show the product itself, or an image of it, the packaging also conveys more than simply the idea of what it
contains, it also conveys a number of messages such as the value and the quality of the product and can influence the perception of the consumer. For example, expensive
brands, such as Tiffanys, Gucci, Channel and Swarovski will all offer packaging the reflect the quality that they want consumers to associate with their products. There is care taken by
these firms, and others, not only in the quality of the packaging, but also material, colors and shape and size, all of which will interact to create impressions in the
minds of the consumers (Kotler, 2003). Bold bright colors may be seen as young an vibrant, whereas golds and muted colors may be associated with a more sophisticated style and
more class, this is why more children products, from toys to food, will be in brightly colored packaging, where as jeweler firms tend to go for more classic colors. Likewise
value or budget brands are likely to have plain packaging to give the impression of lower cost materials. Therefore first impression and perception can be influenced.
Packaging can also play a role in informing a consumer what is in the packaging, not only the good, but what it does, how it works
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