Why is packaging an important element to the marketing of a product?
Packaging has a number of important functions – to protect, to preserve and to inform. It is this last feature that is so important to marketers because it is also important to consumers. The packaging today is the ‘retail’ salesperson. It’s not often you go into shops today and can be helped immediately by a salesperson who knows each product well. So the packaging has to provide all the necessary information as well as be the salesperson. It is also important to consider how and why people shop. People purchase a product to solve a problem – will this meet my needs? The packaging must convey this answer in an effective manner. It is also interesting to note that the 50+ generation is the fastest and most affluent purchasing demographic and believe it or not they are not as brand loyal as one might think. This age group is becoming more and more active than before, either continuing to work or enjoying active retirement. They are becoming as ‘time poor’ as the younger generations. Whe
