The Importance Of Labelling In Marketing

An important element that should be included in packaging is labelling. Labelling is anything written on the packaging or product or anything else ranging from simple tag or a designed graphics (Kotler, 2001). It is possible that a label of the product must contain at least brand name of the product or it could contain all the information about the ingredients, its manufacturer’s name and address, net weight and other nutrition facts about the product (FDA, 1998; Kotler, 2001).

Labelling gives message to consumer that the product features and how it is the best from the other brands of the same products (Rita, 2009). Many companies use packaging and labelling as a tool to attract the buyers towards the product and to increase their sales (Butkeviciene et al, 2008).

2.2.5.3 Branding Modern customer is very brand conscious. Branding is a process of stamping a product or a group of products or something else which the marketer

It plays an important role by contributing around 17% to the total GDP (Mishra & Bhandari, 2013), conventional products such as tea, cashew and spices is a source of foreign exchange (Thomas and Sheikh, 2012), and it provides employment to a majority of Indian population (Mishra & Bhandari, 2013). Literature on place/ distribution of fruits and vegetables in India highlights different intermediaries used by the producers, for instance, in distributing Brinjal, 3 channels such as Channel I (Producer- retailer- consumer), Channel II (Producer- retailer- wholesaler-consumers), and Channel III (Producer-commission agent-wholesaler-retailer-consumer) were patronized by vegetable growers. It was found that Channel II was the most preferred in the study area as maximum i.e. nearly 50 % quantity was passes through this channel. Higher marketing margins intercept by the market intermediaries in the channel II and channel III resulted in the poor efficiency of marketing (Chole et al,