Nowadays, due to the highly competitive environment, every single feature on the product becomes important, no exception for packaging. Firms’ interest in package as a tool of sales promotion is growing increasingly. This turns into a selling proposition stimulating impulsive buying behavior, increasing market share and even somewhat reducing promotional costs.
What do consumer need from the product’s packaging (focus on grocery products)?
Apparently, the “eye-catching” element of a product’s packaging is very important. When it comes to different unknown brands, consumers likely choose the one with attractive package.
For example, in this case, I actually know No Frills while I have never purchased any Armour products. However, I will still choose Armour if I’m doing grocery shopping. The too-simple packaging of No Frills somewhat decreases the product’s quality itself. Some people even think the packaging is relative to the product’s quality. Imagery and color can have huge impact on consumers’ temporal shopping state.
Coming in second is the convenience of taking home. Consumers having their own cars may not have much trouble. Nevertheless, for consumers who have to walk or take public transportation, this element becomes super important. Some consumers may even evaluate this higher than the shelf appeal. I personally have to take bus going back home after grocery shopping. While wandering around the store/ supermarket and choosing between products, I will ask myself which one would be easy for me to carry on the bus without difficulties moving around. Therefore, decent-shaped and not-so-easy-to-break packaging is the keys.
Storage and usage comes third and fourth in the consumers’ satisfaction. People normally don’t think much about this issues while they are still in the store. When they go back home with the product, they can always find some ways to store or use it.
Disposal comes last. This element may become more important to consumers in the future due to the increasing awareness of environment. But at the present, this does not play that much important role.
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