by Domi

Created on: July 09, 2008

Well, this varies from person to person, but let's take a close look, does packaging SIGNIFICANTLY ifluence consumers? No, not at all, I believe this is proven several times over in everyday life. Many 'corner store' items are not looked at at all. When buying Ice, would you look for the most fun label? No, you look for the cheapest. When going into a store, packaging is not an important aspect to the educated consumer. The educated consumer will look for value, quality, and ease of use for a good or service, and take his/her time deciding if that good or service is worth his/her money. Flashy packaging is hardly effective as it is. Take the Ipod for example. If you were to purchase a brand new Ipod Nano, it comes in a small, clear case with its essential wires/cables, etc.

However, other MP3 Players display bright colors, wild text, and all sorts of brags about the product's ability all over the package, yet don't even come close to competing with the Apple Ipod. Sometimes hype rather than simply packaging is all you need to determine a product's value to the consumer. To rely solely on a product's packaging as a significant influence on the consumer's purchase would be a huge marketing mistake. The things that significantly influence buying behavior are things like consumer reviews and media advertising. Educated consumers often times take the time to look up other users rating before making a purchase as to avoid a let-down. Sure, catchy, flashy packaging can influence a consumer mildly, but to believe the majority of consumers would be swayed by such is just not an option to marketers and developers.

Sometimes this is product dependant. Given the new era of energy efficiency and 'green' living, sure, many things are more likely to sell than other based on packaging.
Which would you rather buy?

XYZ LightBulbs - '60 watts of pure, white light'
-or-
ABC LightBulbs- '13 Watts Give you the same light as XYZ LightBulbs, save money, save energy'

The Answer is obvious.

Or How about, for example:

Sticker Prices on Cars when...
EFG Cars Have 4 wheel Drive
HIJ Cars get 33 Miles to the Gallon

It's all the same scenario.

There are several factors that influence a consumer. Some are weighted heavier than others, it all depends on one's needs and wants, and which come before or after others. Is it more important for it to be cheap, or for it to be high quality? Powerful, or efficient? Quickly or correctly?

All in all, to consider packaging as a major influence on consumer buying behavior is just silly.

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