Bottled Water Packaging Literature Review

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CHAPTER TWO LITERATURE REVIEW 2.1 Introduction The previous chapter discussed about the background of the problem, the statement and the objective of the study. It went further by laying out how the stakeholders are going to benefit from the study. Now this chapter is going to display the previous studies concerning the study and their related theories, the conceptual framework and the research gap. It will undertake the task of analyzing different theories about human behaviours and trend of packaging in the beverage industry around the globe and provides a thorough understanding of the dynamics involved. 2.2 Definitions of Key Concepts The key concepts under this research study includes, bottled water, packaging, bottle ease opening packaging, Product label packaging, Bottle sizes packaging, and A silent salesman. To this end the following sections will discuss in details these concepts. 2.2.1 Bottled water, its meaning, trend and importance 2.2.2 Packaging, its meaning, trend and importance Packaging is discussed first, in general and later bottled water packaging 2.2.2.1 Packaging in general…show more content…
Packaging is an important part of the branding process as it plays a role in communicating the image and identity of a company (Sajuyigbe, et. al., 2013)“Packaging is the container for a product – encompassing the physical appearance of the container and including the design, color, shape, labeling and materials used” Packaging has a huge role to play in the positioning of products. Package design shapes consumer perceptions and can be the determining factor in point-of-purchase decisions which characterize the majority of shopping

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