The Benefits Of Packaging
Product-related attributes associated with packaging, pricing and brand awareness, inter alia, tend to create and reinforce the relationship between the consumer and the brand (Suresh et al. 2012). Consumers respond to packaging based on a set of prejudices, learned reactions and individual preferences that help to catapult certain products to dominance in today’s dynamic markets (Aaker 2010). Certain shapes, colours, sizes and textures naturally influence consumers to respond positively, whilst others evoke negative reactions (Aaker 2011). With rising consumer affluence, consumers are often willing to pay a little more for the convenience, appearance, dependability and prestige of better packaging (Kotler & Armstrong 2010). Companies have …show more content…
Ordinarily, packaging should be designed in such a way that the product can be handled without damaging the quality of the contents (Silayoi & Speece 2007). Packaging should also be designed to promote product sales (Deliya & Parmar 2012). A consumer should, without extraneous effort, be able to identify the packaging of a particular manufacturer standing on the shelf and distinguish it from other competing brands (Cronje et al. …show more content…
It is the probability that consumers will easily recognise the existence and availability of a company’s product or service (Mowen & Minor 2001). There are two main types of brand awareness, namely ‘aided awareness’ and ‘top of the mind awareness’ (Farris et al. 2010). Aided awareness occurs when a consumer is provided with a list of brand names and they recognise the brand from the given set whereas ‘top of the mind awareness’ occurs when the name of the brand is automatically recollected because the consumer very promptly associates the brand with the product category (Keller 2008). Despite their inherent differences, both types of brand awareness are useful in their respective domains of application. Moreover, brand awareness also comprises brand recognition, which is the ability of consumers to confirm that they have previously been exposed to a particular brand, and brand recall, which reflects the ability of consumers to name a particular brand when given the product category, category need or some other similar cue such as brand logos (Liu, Liston-Heyes & Ko
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