Packaging involves the development of a container and a graphic design for a product. A package can be a vital part of a product. It can make the product more versatile, safer or easier to use. Packaging influences consumers’ attitudes which in turn affects their purchasing decision.
Although packaging is a way to present a firm’s product in a safe and secured form to the consumers, it is also a major form of promotion. Through beautifully and irresistibly designed packs, many producers draw the attention of consumers to their products. In these days of high competition and stake in business, most producers resort to packaging as an attention-getting device, compelling buyers to notice their products, and marketing research has proved this to be very effective.
Reasons Why Manufacturers Prepackage their Goods
- The middlemen are relieved of the burden of having to prepackage the goods.
- False measuring and weighing by unscrupulous retailers are minimised where producers have prepackaged their goods.
- Branding and labelling are possible with packaged goods.
- It protects the products as they move from the producers to sellers and to the final users.
- Since prepackaged goods are standardised, it facilitates self service, retailing and mail order businesses.
- It makes advertising easy.
- There is possibility of recycling the package.
- It makes for easy handling.
- For corrosive products, prepackaging protects both buyers and sellers from any harm.
Disadvantages of Prepackaging
- Prepackaging makes the product to be more expensive and the cost is borne by the consumers.
- Information on prepackaged goods may be deceitful to buyers.
- Buyers are compelled to rely on the information stated on the package.
- Actual inspection of the goods is not possible unless the packaging is to be destroyed.
- End users often litter the environment with wrappers and empty cans.