The Food Products Packaging

Published Date: 02 Nov 2017

This part aims to review critical points of theories and approaches which have been argued by different authors. It shed light on the different definitions given by authors in various journals on the factors which influence buying behavior of consumers in relation to food products packaging. This information comprises of secondary data with reference to different journals and should not report any new or original experiments.

2.1: Defining Consumer Buying Behavior

2.1.1 Consumer behavior

A vital part of the marketing process is to understand why a consumer makes a purchase. When defining a target market, an understanding of consumer buying behavior will help marketers to reduce uncertainty and therefore enable them to better respond to customers’ needs and wants. The concept of consumer behavior covers a lot of ground. Solomon (1996) defines consumer behavior as the decision process and activities people engage in when evaluating, selecting, purchasing, using or disposing of products and services. Hence the study of consumer behavior includes the analysis of factors that influence purchase decisions and use of product (Loudon& Bitta, 1993).

2.1.2 Model of Consumer Buying Behavior

Kotler et al. (2004) said that ‘the study of how and why people purchase goods and services is termed as consumer buying behavior, which covers the decision-making processes from those that precede the purchase of goods or services to the final experience of using the product or service. However, understanding about the whys of consumer buying behavior is not easy as the answers are often deep within the consumer’s head, which looks like a ‘black box’ (Kotler & Armstrong, 2003).

The figure.1 below explained by Keegan et al. (1992, p. 193) describes that marketing and other stimuli enter the consumer’s "black box" and produce certain responses. Hence understanding what happens within the consumer between his or her exposure to marketing stimuli and the actual decision to purchase will help to provide better satisfaction to consumers.

Figure 4.1 Black box model of consumer buying behaviour

Figure 1: Black box model of consumer buying behavior 

Source: Keegan et al. (1992, p. 193)

Keegan et al. (1992, p. 193) model suggests that factors external to the consumer will act as a stimulus for his behavior, but that the consumer's personal characteristics and decision-making process will interact with the stimulus before a particular behavioral response is produced.

It is called the 'black box' model because we still know so little about how the human mind works. We cannot see what goes on in the mind of a consumer and we don't really know much about what goes on in there, so it's like a black box.

2.1.3 Types of Consumer Buying Situations

Kotler & Armstrong (2008) explained that buying behavior varies greatly form products to products, for example the purchase of a packet of biscuits and that of a new car will be different. Purchases with high involvement are perceived to be of high degree of risk while those with low involvement impose little risk and tend to be practical, habitual purchases of consumables (Malcolm, 2003). Figure 2 shows four distinctive types of buying behavior based on the degree of buyer involvement and differences among brands:

Involvement

High Involvement Low involvement

Complex

Buying

Behavior

Variety-seeking

Buying

Behavior

Dissonance-reducing

Buying

Behavior

Habitual

Buying

Behavior

Significant

Differences

between brands

Few

Figure2: Types of consumer buying situations

Source: adapted from Malcolm M., Martin C. (2003), Marketing, A complete guide, Palgrave Macmillan, Hamsphire, New York, pp16

Kotler & Armstrong, (2008) explains the four type of buying behavior as follows:

Complex Buying behavior

In this buying behavior, consumers are highly involved in a purchase and perceive significant differences among brands (Adcock et al, 1998). Consumers may be highly involved when the product is expensive, risky and highly self-expressive (kotler & Armstrong, 2003). Here, it can be seen that the consumer has much more to learn about the product attributes, for example, the price and packaging of the product and then make a purchase.

Dissonance-reducing Buying behavior

Kotler and Armstrong (2008) explained that Dissonance Reducing Buying Behavior occurs when consumers are highly involved with an expensive purchase but will see little differences between the brands. After making the purchase consumers might experience post purchase dissonance. For example; a consumer may be dissatisfied if a food product is not the same as shown in the package. To counter such dissonance, after-sales communication is necessary to ensure that consumers feel confident about their choice of brand. However, food products are commonly affordable as compared to other ones; hence consumers do not fall into this category.

Variety-Seeking Buying Behavior

According to Green (1990) consumers undertake variety seeking buying behavior in situations characterized by low consumer involvement but significant perceived brand differences. This type of consumers switches brands regularly within the same product category. As concerned for food’s product packaging, consumers may found a wide range of products with different packaging. Therefore marketers must ensure that target products dominate the shelf space with an attractive packaging, shelves are fully stocked, and communication and promotional activities constantly provide reminders and reinforcement (Malcolm, 2003).

Habitual Buying behavior

Here, Baker (1991) says that such behavior occurs when there is low involvement with frequently purchased low cost item; there is little significant brand difference and little decision effort when buying the particular product. When adopting such behavior, consumers do not search for extensive information about the brand or characteristics of the product. Kotler and Armstrong (2008) gives examples including salt, soft drinks, snack foods, cigarettes etc. Thus this category does apply for food products packaging where there is low involvement and frequently purchased food items.

2.1.4 Bases for Segmenting the Consumer Market

Due to differences in consumers’ needs and buying habits, companies are moving toward the concept of market segmentation. Hill and O’Sullivan (1996) says that market segmentation, is a strategy which marketers can use in order to select the most appropriate audience to target. One package nowadays may not satisfy the needs and wants of all buyers. For example, the ageing people will search for issues like the printing size on the package. Lam et al. (2009) has talked on the four bases of segmentation as explained below:

Geographic Segmentation

Schiffman and Kanuk (2009) states that under geographic segmentation the market is divided into different grounds such as nations, city size and density of area. The idea behind this theory is that it is believed that needs and wants of a group of people living in the same area are more or less the same as compared with another group of people in a another area. However when considering food’s product packaging under this type of segmentation market, climate is important. For example in warmer and more humid climates the package type will be different; manufacturers of chocolates bar will have to put an extra layer of wrapping around chocolates to prevent it from melting.

Demographic segmentation

According to Solomon (2003), this involves dividing the market into groups on the basis of demographic variables such as age, gender, income, family size, life cycle, occupation and education. Kotler (2003) states that demographic grounds are the most popular bases for distinguishing customer groups, maybe because of the ease with which this type of data can be collected. Food’s product packaging also have to reflect changes in customer aspirations and incorporate demographic shifts such as ageing people (Smith& Taylor, 2003).

Psychographic Segmentation

Kassarjian (1971) said that this technique involves segmenting the market base on interest, values, opinion, personality characteristics, attitudes, lifestyle and social class. People have characteristic modes and patterns of living which can reflect in the products and brands they buy. In the same way concerning food’s product packaging, customers tend to buy products having an attractive package which match their lifestyle and social class. For example customers would prefer to buy ferrero rocher as chocolates rather than nestle.

Behavioral Segmentation

In this method of segmentation, the consumers are divided on the basis of their use of, or response to, a product. According to Kotler (1984, p259), such variables take consumer behavior as the starting point for constructing different segments. Here segments are identified on the basis of differences in the purchasing occasion and benefits of the product being bought.

2.1.5 Consumer Buying Decision Process

Different authors and books have explained the consumer buying decision process. Hill and O’Sullivan (1996) states that ‘consumers makes the decision to buy something by responding to their own needs, considering a series of steps that enable them to select the right product from a series of alternatives. Furthermore Kotler and Armstrong, (2008) says that the consumer buying decision process consist of five stages namely Problem Recognition, Information Search, Evaluation of Alternative, Purchase Decision and Post-Purchase Behavior.

Figure 3 is a small diagram to illustrate the process:

C:\Users\NESL\Desktop\Consumers decision making process.jpg

Figure 3: The consumer buying decision process

Source: adapted from Philip Kotler and Gary Armstrong, 2008, Principles of Marketing, 12th edition, Prentice Hall, Eastern Economy Edition.

consumer-purchase-descision-process

Figure 4: The consumer buying decision process with example.

Step 1: Problem Recognition: Perceiving a Need

According to Kotler and Armstrong (2008) the buying process starts with need recognition where the buyer recognizes a problem or need. People may become aware of the need due to an internal stimulus, either physical or psychological, where the person’s needs rises to a level high enough to become a drive. For example, a customer could pass near kfc and smell the chicken and realize she is hungry. Alternatively, a need can also be triggered by external stimuli such as response to changes in the external environment.

Step 2: Information Search: Seeking Value

According to Hill and O’Sullivan (1996), this step involves searching for information about potential products and services. After becoming aware of a need, a consumer starts to look for ways to meet that particular need. " if the consumer’s desire is strong and a satisfying product is near at hand, the consumer is likely to buy it then but if not the consumer will try to search for information" Kotler & Armstrong (2003). Information search clarifies the options open to the consumer and may involve: Internal Search and External Search.

Internal Search

This is the process of scanning one’s memory to recall previous experiences with products or brands.

External Search

Such information can be obtained through personal sources, public sources and marketer dominated sources.

Concerning food’s product packaging, the consumer can make use of both internal and external source of information. However experiential sources would be better where the consumer can handle the package of the product or examine a particular product. For example if a housewife needs to buy a packet of rice, she can go to the supermarket and seek information about the product from the shelves.

Step 3: Alternative Evaluation: Assessing Value

Adcock et al., (1998) states that this stage involves the establishment of criteria where a consumer uses information to evaluate alternative brands in the choice set. According to him, the brands that come to mind when considering a purchased is referred as evoked set. Consumers will evaluate each brand in the evoked set on a limited number of product attributes and then ranked them in order of preference (Mullins et al., 2005). In the same way, consumers will evaluates different packages of food’s product before deciding what to purchase. The consumer will be most likely to buy the product having the most attractive package and also the most preferred brand. For example if ferrero rocher has a more attractive package and is more preferred than toblerone chocolates, the consumer will be more likely to buy the preferred brand despite toblerone is given a new package and looks.

Step 4: Purchase Decision: Buying Value

At this stage, the consumer decides to buy the product. However, there are two factors that come between the consumer, the purchase intention and the purchase decision namely: attitude of others and unexpected situational factors (Kotler & Armstrong, 2003). For example a more attractive packaging and a fall in price of a close competitor. So, actual purchase choice is not always because of preferences and intentions.

Step 5: Post purchase Behavior: Value in Consumption or Use

According to Hill and O’Suillivan (1996), at this point consumers would assess to which extent the product purchased has met their expectations and satisfied their needs. Kotler & Armstrong (2003) said that "the consumer is dissatisfied, if the products falls short of their expectations; the consumer is satisfied id their expectations is met and if it exceeds their expectations, the consumer is delighted.

Kotler and Armstrong (2008) say that sometimes cognitive dissonance may arise in which buyer discomfort is caused by post purchase conflict. Thus by studying the overall buyer decision, marketers may be able to find ways to help consumers to move on with their purchase decision.

2.1.6 Factors Influencing Consumer Buying Behavior

According to Kotler & Armstrong (2003), when making a purchase, consumers are influenced by cultural, social, personal and psychological factors as shown below in figure 5.

Social

Reference Group

Family

Roles and status

Cultural

Culture

Subculture

Social Class

Psychological

Motivation

Perception

Learning

Belief & Attitudes

Personal

Age & Life cycle stage

Occupation

Economic situation

Lifestyle

Personality & self concept

Buyer

Figure 5: Factors influencing Consumer Buying Behavior

Source: adapted from Kotler P., Armstrong G. (2003), Principles Of Marketing, 10th Edition, Prentice Hall ltd, India, pp179

Cultural Factors

Culture

Lamb and Hair (1994) defines culture as a set of values, ideas, norms, and attitudes that are acceptable by a homogeneous group of people and transmitted from one generation to another. Every group or society has its own culture and this differs from country to country. Cultural shifts can help consumers to explore new products. In the same way there is some food’s product packaging which is acceptable according to some culture while others are not.

Subculture

Subculture refers to those groups of people within a culture who have set distinctive sets of beliefs, norms and values and they believe they are different from others (Malcolm & Martin, 2003). They include nationalities, religions, racial groups and geographic regions which make an important market segment in big countries. Thus marketers need to design food product’s packaging according to their needs.

Social Class

Jobber (1995) says that social classes are society’s relatively permanent and ordered division whose members share similar values, interests, and behaviors. Social class is an indicator of lifestyles which has a strong influence on individual customers (Lancaster & Reynolds, 2002).

Social Factors

Reference Group

According to jobber (1995) a reference group is a group of people that influence a person behavior or attitude. Kotler & Armstrong (2008) stated that these groups have direct or indirect influence upon a person. He said that these groups have been categorized as direct membership and indirect non-membership. Direct membership includes primary groups like family and friends and also secondary group like clubs and religious groups. On the other hand indirect non-membership includes aspirational and non aspirational aspects. All these aspects influence a consumer to choose a product based on its packaging.

Family

The family is considered as the most important factor to influence consumers’ buying decision in a society (Engel et al, 1995). Mullins et al (2005) stated that family has an important and lasting effect on younger members’ attitudes toward several brands and stores. Nowadays the changing family structure where people are preparing less meal and buying more fast food require special packaging elements and size.

Roles and Status

Role refer to the activities a person is expected to do according to the people around him and each role has a status, which reflect the esteem given to it in a society. People more frequently buy product which reflect their status in a society ( Kotler & Armstrong, 2003). For example a person who has a high status will buy high priced product. Thus marketers need to design attractive packaging according to status.

Personal Factors

Age and life- cycle stage

Age is among one of the vital aspect which marketers should consider when developing marketing mix for products. People behavior to buy something depend on the stage it has reached in their life since disposable income and purchase requirements vary in relation to life cycle stage ( Jobber, 1995). Thus marketers need to developed appropriate products with appropriate packaging and marketing plans for each stage.

Occupation

Kotler (2001) says that the decision to buy a certain good is also affected by a person job. For example, someone from a blue category job will buy normal products and packaging would not count so much for them while as baker (1991) says that managers and executives will be more willing the best and most attractive products, thus for them packaging would be an important factor when making purchase. For example Blue label whisky has a wonderful packaging as it is mainly made for high income earners.

Economic Situation

Jobber (1995) explains that marketers should also focus on the economic situation of the target market. Consumers’ economic situation will affect their product choice, e.g income, and savings. In today’s market, dual income families have also largely increase the purchasing power as compared to traditional families.

Lifestyle

According to Mullins et al., (2005), lifestyle is a pattern of activities, interests and opinions which help marketers to better understand changing values of customers and how they cause an effect on buying behavior. Dolye (2004) stated that as consumers wants packaging that is secures and easy to use, lifestyle trends influence demands on food’s product packaging.

Personality and Self concept

Personality may be defined as those inner psychological characteristics of a consumer that determine and reflect how he or she responds to the environment (Jobber, 1995). Every individual has a unique personality which affects his buying behavior. On the other hand, self-concept relates to the way individuals see themselves and it is an important determinant for consumer behavior. For various products, the added psychological value of packaging plays an important role. For example, products like perfumes rely heavily on its packaging to guarantee the quality of luxury (Brassington and Pettit, 2003).

Psychological Factors

Perception

According to Baker (1991), perception refers to how individuals select, organize and interpret marketing information to form meaningful pictures of the world. For example if a food product is packed in a glass container, it is often said to be of a high quality (smith & Taylor, 2003)

Motivation

Hill and O’Sullivan (1996) stated that a consumer is more motivated to make a purchase when he believes that a particular product will satisfy his most first need. The need becomes a motive when it is aroused to a sufficient level. On the other hand, Maslow hierarchy of needs states that people are motivated by particular needs at particular time and the lower level of needs must be satisfied before behavior can be influenced by higher level of needs. Maslow hierarchy of needs is shown as follows:

Figure 6 Maslow’s Hierarchy of needs C:\Users\NESL\Desktop\maslow_hierarchy.gif

Source adapted from Kotler P., Armstrong G. (2003), Principles of marketing. 10th edition Prentice Hall ltd, India, pp193

For food’s product, consumers consider packaging because of security and esteem needs.

Learning

Kotler & Armstrong (2003) described learning as a change in a consumer behavior coming from experience. Consumers will buy a product if their relatives of friends have told them about the secure and helpful packaging.

Beliefs and attitudes

Jobber (1995) stated that at the stage of evaluation of alternatives for products, belief and attitudes has a vital role. For example belief would be the thought a consumer hold about a food product packaging while attitude will be an overall positive or negative evaluation of a product based on the package of the product.

Literature Review- Part 2: Food’s Product Packaging

2.2 A Brief History of Food’s Product Packaging

According to Berger& Welt, (2002) packaging have changed from materials provided by nature like leaves, shells to more innovative containers like glass metal. Paine (1991) and Robertson (1993) states that the traditional function of packaging have been classified into four categories namely protection, communication, convenience, and containment. The package is used to protect the product against deterioration, communicate with the consumer, provide the consumer with easy use and time-saving convenience, and contain foods products of various sizes and shapes.

However Joshi (2004) argued that in today’s marketing environment, the traditional role of packaging is not sufficient, as consumer buying behavior are becoming increasingly complex where marketers must come with more innovative packages to attract and retain customers. Joshi, (2004) states that the reasons why packaging is now considered as an important marketing tool is because of changes in demographic, behavioral and technological trends. According to a study made by the packaging Federation (2006) said that there are many factors which have influenced the rate and nature of innovation in the packaging industry and these are:

New Discoveries

In the past, individuals were self dependant; they used materials like leaves, shells when they needed to pack products. However, with the new discoveries of more safe materials like compounds, ores, metals and pottery, other forms of packaging like cans, bottle has been developed ( Berger & Welt, 2002).

Health and concerns for Consumers

According to Coulson (2000), as consumers nowadays are more health conscious and have greater concern for the environment, this have had fundamental impact on the food packaging industry. These industries have to come up with proper packaging in order to keep product performance like taste and nutrition high.

Changes in Shopping Habits

Long ago, before purchasing a good, consumers could ask for information about the particular product with the shopkeeper. However, nowadays due to increasing self-service stores, automatic vending machines, has changed the role of packaging. Today, packaging has to act as a silent salesperson in itself by attracting customers’ attention describing the product (Packaging Federation, 2004a, b).

Population Changes

As population is changing rapidly, this causes a significant impact on packaging. For example an increase in the ageing population will cause marketers to put greater effort on the package function like easiness to read, efficient dispensing.

Increase in Competition

According to Smith & Taylor (2003), the ampleness of similar products and brands and the increase in competition have make packaging for food to act differently as a unique marketing tool in this business market.

Lifestyles of modern Generation

The busy lifestyles that our modern generation have, has caused food industries and marketers to develop new packaging materials that are safe, easy to open and convenient to use (Meyers & Gerstman, 2005). For example, if all people are working in a house, marketers may come with pre prepared meals packs like faratas several people.

Technology

According to a research by Smurfit-stone Container Corporation (2004) there is now a data capture technology called RFID that involves microchip and antenna named RFID tags. These tags are attached in food packages materials and transmit radio signals to a RFID reader which records important product information. Thus, this type of technology has caused food’s product packaging to evolve rapidly.

2.2.1 Elements of Food Product’s Packaging

A package appearance is made of several elements which represent brand and package attributes. Recent studies have found food products packaging can act as an effective marketing tool due to a wide variety of structural and visual elements which provide rich brand associations and encourages customers to buy a particular product.

According to Packaging Federation (2006) different authors made studies which focuses on analyzing the effectiveness of some key elements of food products packaging in achieving the goal of communication with customers. Some of these main elements are explained as follows:

Materials

According to Underwood (2003), there are different type’s food products packaging materials which are categorized between traditional and industrial materials. Traditional materials are vegetables fibres, leaves, wood, leather and earthenware while industrial materials are metal containers, glass, plastics, paper and cardboard. These materials are transformed into bags, bottles, cans, jars and other types of containers. He stated that the materials to be used will depend on the types of food products and purpose of use.

Size and Shape

Silayoi & Speece (2007) stated that size and shape in food products packaging also emerge as crucial dimensions. He explained that distinctive shapes help to grab attention of customers; e.g the famous coca-cola contour bottle and package size on the other hand can determine target markets and encourage usage of a particular product. Packaging size and shape helped consumers to judge product volume and value for money. Thus marketers in Mauritius are design attractive shape and size for food products packaging.

Colour

According to Kuvykaite et al (2009) color has an important role to play on a customer’s decision making process where certain set different moods and help to draw attention of customers. He said that consumers use colors in packages to identify brands. For example, Cadbury’s dairy milk which is purple of color is associated with quality.

Graphics and design

Graphics and design makes packaging immediately and easily recognizable (Butkeviciene et al, 2008). For example, the picture of red cow easily illustrates consumers that it the brand of Red cow milk. Thus an attractive graphics will create a positive image in the mind of consumers and a good design of the package will help the product to stand out in display from any other offerings.

Information and label

Kuvykaite et al (2009) explained that information and label on food products packaging are vital components of the overall marketing mix and can be a support in advertising, establish brand identity, enhance name recognition, and optimize shelf space allocations. According to Silayoi & Speece (2007), packaging must provide information such as nutritional information like proteins and vitamins, manufacturing and expiry dates, weight age, ingredients, instruction to use and so on, to persuade consumers to purchase a product He said that information should be honest, truthful, sincere, comprehensible and complete. Also the font style of the packaging should grab attention of customers.

Innovation

Underwood (2003) stated that innovative food products packaging may actually add value to the product if it meets a consumer need such as portion control, recyclability, tamper-proofing, child-proofing, easy-open, easy-store, easy-carry, and non breakability. Producers today must strive to have packaging that maintains the key equities of the brand, to stand out appeal on the retailer’s shelf. The customer can adopt product on the basis of its innovative packaging, which shows the relation between buying behavior and innovation of packaging.

2.2.2 Functions of Food Products Packaging

In this new market economy, a rise in competition, impulse buying and self service stores means that packages must be distinctive and eye catching as well as screaming their brand on the supermarket shelves (Packaging federation, 2004). Rundh (2005) stated that the functional purpose of packaging refers to the means by which a product is conveniently and safely contained, protected, transported and stored. The functions of food products packaging are as follows:

Containment and Protection

It is undeniable that almost all products must have a container like glass bottles before they can move from one place to another. According to Prendergast and Pitt (1996) the logistical function of food packaging is mainly to protect the product against moisture, heat and cold during movement through distribution channels. Hence, packaging must guarantee that the product goes from the manufacturer to the consumer in good condition and ensure longer shelf life by protection from spoilage (Joshi 2004).

Preservation and Transportation

According to Rundh (2005) food packaging has an important effect on the transportation, handling and preservation of goods. He said that these packaging should allow for storage, loading and marketers should design them in a way to enable it to be held, lifted, moved, put away easily, effectively and safely.

Security and convenience

Shrinkage in packaging can cause 3-4 % of a supermarket losses (Joshi, 2004) .Hence marketers design packaging for a large variety of goods to reduce stealing, for example lock on caps, childproof closures on pharmaceutical food, and tamper proof closure to prevent misuse. Rundh (2005) stated that changing lifestyles have created a demand for packages that offer time-saving features and easy efficient handling.

Identification of the food products

Rundh (2005) stated that packaging helps consumers to identify their favorite brand among other competing brands in supermarkets. Consumers are more likely to imagine aspects of how a food product look, tastes, feels ,smell and sound when they are viewing a product image on the package at the point of purchase

Communicating and Informing

Kuvykaite et al. (2009) said that in this world of integrated marketing communication, packaging has an important role to play. According to Silayoi & Speece (2007) food packaging can be considered as the most effective medium of communication because: it reaches all buyers in a category, it is present to them moment when the decision to buy is made and buyers are actively involved with packaging as they examine it to obtain the information they need. Thus packaging act as a unique marketing tool which inform consumers about a food product.

Means of Differentiation

The ampleness of similar products and brands in the market that a buyer finds at the point of sale, force marketers to achieve differentiation (Underwood, 2003). Thus in this competitive environment, marketers are designing attractive and distinctive food packaging which differentiate and grab consumer attention from competitors product.

2.2.5 Food Products Packaging and Consumer behavior

Miyares (1997) stated that "consumers are sensitive to packaging, both at the time of purchase and in terms of product recognition and retention." Thus the role that packaging plays when making a decision to buy something should not be undervalued.

A study by the Packaging Federation (2006) says that, understanding consumer behavior and preferences will be a powerful differentiator in the success of new product launchings, targeting specific consumer through an attractive and unique packaging design and functionality. Doyle (2004) carried out a survey where 1000 respondents were interviewed, 45% said that that would avoid some types of food because of their packaging inefficiency. He concluded that shoppers are willing to change brands whose packages do not work for them.

Hence, to achieve a competitive advantage over competitors, marketers must increase their understanding toward consumers. As consumers are now considering the different functionality of packaging, this would be an opportunity for marketers to make their product stand out from others. Thus, it is important to understand consumers unarticulated needs and thus design attractive packaging according to what they are searching.

2.2.4 Food Products Packaging as an Effective Marketing Tool

Nowadays, with the move of self-service retail formats in Mauritius, food products packaging acts as a final opportunity for producers, to influence customers before brand selection (Mc Daniel and Baker, 1997). When consumers are at the point of purchase and looking at the variety of foods products to decide which one to buy, packaging plays a vital role (Popai, 1998). According to Prebble (2001) ‘with only 0.4 seconds average looks as the consumer scan the supermarket shelves, the products needs to stand out and say- Buy Me’. Furthermore, Hines (2006) made a study and stated that 70% of consumer buying decisions are made in the shop itself.

According to Joshi (2004), due to a rise in impulse buying behavior and health conscious consumers, marketers are placing greater emphasis on the look, sales appeal, quality and materials of food products packaging. Today, packaging act as a silent salesperson in itself by attracting customers’ attention describing the product. Packaging role is not only to provide product information but also helps to sell a product by providing brand awareness, presentation, differentiation and convenience. Butkeviciene et al (2008) said that the changing buying behavior and needs of customers, has made marketers to provide higher quality graphics for packaging in order to be able to reflect current customer trends. For example Procter & Gamble’s packaging initiatives are making billion dollar sales success, whereby innovation in graphics and design has increased product performance (Food and Drug Packaging, Winkler, 2004).

At the moment of truth, when the buying decision is made, packaging plays a key part. A study made by Lumiere Business Solutions Pvt Ltd (1998) say that if a good quality product is wrapped in an unattractive and non-user friendly pack, the product will result into death. Hence the right packaging with the right message, toward the right audience will rise above the competitive landscape. Given that the business environment is largely dynamic, competing with the help of attractive packaging at shelves will be one of the key means to gain market share and retain customers (Winkler, 2004).