Yes

by Berlin Asong

Created on: November 25, 2009   Last Updated: September 27, 2011

A large body of evidence shows product packaging influences consumer buying decisions, whether to buy a product or not. Before looking at the evidence, it is helpful to understand product packaging describes the outward tangible elements of a product. This includes colours, size, weight, pictures, labels, textures, shape and materials of product packaging. Granted; product packaging does sway consumers into buying products for the following reasons:

1. Packaging provides convenience

Packaging gives form to a product. It makes a can of soda drink than a basin of soda conveniently portable. It is why a customer would take home a flat-pack of furniture from IKEA today rather than waiting weeks for similar furniture to be delivered by another furniture maker. It is also a reason for the popularity of mini deodorant body sprays among male partygoers or discrete social opportunists. It is knowledge to Coca-Cola the distinct curvy shape of the plastic medium-size coke drink is popular among consumers on the move. An American consumer-goods company later learnt its dismal revenues for its Japanese urban market was because its products did not fit into Japanese fridges.

2. Packaging that extends product’s shelf life

Traditionally, food engineers use preservatives and ingredient tweaking to extend the shelf life of perishable products. This results to the loss of certain natural flavours, tastes and ingredients, often to the displeasure of consumers. Advancements in packaging technologies are extending product shelf life beyond limits previously considered impossible. For example, Tetra Pak’s aseptic carton packaging preserves the freshness and taste of cow milk for up to six months. Aseptic packaged milk products have proven to be popular with light to medium milk-consumers including single and small-family households.

3. Packaging provides information for decisive buying

If not all, most buying decisions are based on information sought by consumers either actively or passively. This includes product’s brand name, manufacturer name, country of origin, graphics, and nutritional information. When faced with a new buying situation, consumers use information on product packaging for choosing a product over competing products. This is so true for product packaging with vivid colours and pictures to convey appeals such as freshness, healthiness, sweetness, cleanness, authenticity, naturalness, and so on. Neuro-marketing studies have already shed findings how visual cues of product packaging compel the brain to buy. For example, kids respond positively to products with imprinted images of favourite cartoon characters. In another study, consumers doubted the quality of unbranded products than their branded counterparts. This is perhaps the most powerful case of product packaging’s influence on consumer buying behaviour.

4. Product bundling entices cost-conscious buyers

Oftentimes, a bundle of six bottles of Evian mineral water is cheaper than buying each bottle. This form of product packaging is called product bundling. Consider a pack of six bottles of mineral water priced at £3.99 as opposed to £0.99 per bottle. The marginal cost incurred by a customer is lower for the bundled option than the unit option. Buyers are likely to respond positively to product-bundling if that lowers their monthly expenses. The fact that bundled packaging is popular among product manufacturers and retailers is compelling evidence it positively influences consumer buying behaviour.

5. Green product packaging entices green consumers

Studies have revealed a growing number of consumers buy green products. Green products are produced and sold with limited adverse environmental, economic and social costs on society. Many manufacturers and marketers endeavour to use green packaging to meet the green needs of consumers. For example, the need for eco-friendly packaging or packaging made from fewer resources sometimes drives down product costs which in turn results to lower product pricing.

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