by Marella

Created on: September 11, 2009

Consumer buying behavior is the process by which individuals search, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. When people need to purchase something, they usually go for the brands they have trusted over the years. They are adamant to try brands that are new in the market or those that they are not sure about the quality. Sometimes whey would only try some products if it was recommended and had been tried by the people they know. When in a shopping mall or grocery store, there are thousands of products and brands to choose from that it can become overwhelming at times. But most of the time, the packaging or how a product is presented can catch a consumer's eye. Other than the fact that packaging is the "beautiful face" of a product, it actually refers to the material that serves to contain, protect, identify, describe, display, and promote a specific product. There are many different functions and purposes of packaging that can definitely entice consumers to buy a specific product.

First is the durability of the package. People want materials that will really protect the item they bought and something that can withstand the shipping and handling. The retailers choose products that they can stock until their customers purchase it without any problem of breakage or contamination. It must assure the freshness of foods or the safety of fragile goods.

Second is the design or "displayability. Packaging serves as the aesthetic beauty of a product. Like for perfumes, the style and uniqueness of the bottles that contains them can really attract people to buy them. Some consumers even buy a certain brand simply because of the beauty of its bottle. They try to collect all the different designs and just put it as decorations on their dresser after consuming the perfume. There are colognes or perfumes that try to display masculinity or femininity through their bottles that can actually entice customers more. An example of this would be the Jean Paul Gaultier perfume that has a bottle in the shape of a macho or sexy body. This can have a psychological effect that makes consumers think that the scent of the perfume can make them more gorgeous and irresistible. The mere fact that a product is pleasing to look at makes it marketable. Another aspect of the design would be how to keep foods fresh if you were not able to finish it in one seating. People usually buy cereals, candies, chips, or biscuits in big packages.

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