Seminar Paper

SEMINAR REPORT

ON

IMPACT OF PACKAGING ON CUSTOMER BUYING BEHAVIOUR

                                                  Submitted by

                                                  Uma Madurey V

                                                        PGDM-Marketing

                                                  157

Impact of packaging on customer buying behaviour

Abstract

The main objective of this research is to understand importance of packaging and packaging elements in influencing   customer buying behaviour.Also ,we will look upon the importance of advertising and packaging in the promotion of a product

Introduction

Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages. Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. Packaging contains, protects, preserves, transports, informs, and sells.

The various functions of packaging are

|Primary functions                                                                                                                       |
|[pi|Protective function                                                                                                                 |
|c] |                                                                                                                                     |
|   |The protective function of packaging essentially involves protecting the contents from the environment and vice versa               |
|[pi|Storage function                                                                                                                     |
|c] |                                                                                                                                     |
|   |The packaging materials and...