Consumer Behaviour Dissertation

As it is, firms spend a lot of money on packaging their products in such a way which is aimed at winning the eye of the consumer which makes it to have a positive impact on consumer behavior.

For example breakfast cereals are packed with cartoon images on the box to attract young children who are the target market.

The distinctive elements on the package of a product make it easier for the consumer to memorize and identify a brand easily.

Better understanding of this concept will lead to the development of an appropriate tool for product design, package testing and consumer behavior (Krohn, 1995).

The product therfore sells as a result of good representation.

There are many circumstances that people have purchased a product without knowing its quality because of the mere fact that the cover or the packaging of the product was interesting (Schiffman and Bednall, 2005, p. Consumers all over the world have bought many commodities as a resullt of this behaviour which relies on the power of packaging (Ritter, 2000, p.41).It is common for a consumer not to recognize a good due to its dull mode of packaging.This reduces the selling rates of the product and if the firm is not careful then it may run into losses.This behaviour may even be more extreme when we consider foodstuff.Many foodstuffs have got an attractive packaging which are so tempting to consumers.It is therefore necessary to have a bright an attractive package for a product (Aribag et al., 2010, p. Packaging is an essential element in helping a consumer to decide whether to purchase a product or not.That is why dairy products have cows on their packages and cereals have cartoons on theirs which first of all attracts a customer and due to its appealing nature makes the customer to have the need of purchasing the product.As stated in the works of Pringle and Binet (2005) peoples background and their environmental beliefs can have an effect in the consumers choice making process while purchasing a product (p. Hindus view cows as sacred animals thus the chances of the ignoring a product because it has the drawing of a cow on the side is high.Christians on the other hand will have a higher chance of purchasing the product because they do not have any negative attitudes towards cows.This is because it is the package which is in physical contact with the consumer at the retail level (Warlop et al., 2005; Zeithaml, 1988; Rossiter and Percy, 1987).The package should therefore be distinct from the others and be designed in an attractive way so as to get the attention of the customer.


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