CHAPTER ONE

INTRODUCTION

1.1     Background to the Study

Product is a combination of tangible and intangible goods and services offers to a customer for sale. It is any idea, method, information, service or object created as a result of a process and serves a need or satisfies a want. Consumers are very fond of new products and services which will satisfy their needs and fulfill their demands according to this attitude of consumer’s they attract towards any product or services. We can easily identify the consumer’s buying behavior towards any product or services by seeing: How the consumer attracts towards any product? Is the given product or service satisfy the consumer’s demand and how will the consumer’s react towards any product/services? What is the perception of the consumer’s about the product or services offers by a company? How much the product or services is recognizable among the consumer’s? How much they give preference to the product or services offer by any company. There are many things which will increase the product sales. Product is made up from the mixture of different elements: Quality, Protect ability, fulfilling the needs of consumer’s and also the packaging’s which will enhance the product’s existence and built a strong image in the consumer’s mind.

Packaging plays a vital role in attracting consumers towards any product. Packaging is also used as the promotional tool for the companies and it includes: Color, material, designs & other characteristics. Packaging is the overall package offer by the company to its consumers and stimulates the impulse buying behavior. Packaging attracts consumers and increases its sale. It also reduces the marketing and advertisement cost of the product.

Packaging is often the last impression the consumer or customer will have of your products before that final purchase decision is made, therefore, it is worth ensuring that packaging is working as hard as possible to secure that sale this may be in the form of imagery, brand values, products functionality or pure innovation. There are many ways in which packaging can add value.

1. 1. This material content is developed to serve as a GUIDE for students to conduct academic research work
2. 2. As a source for additional understanding of the subject.
3. 3. As a source for ideas for your own research work (if properly referenced).
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5. 5. Direct citing (if referenced properly)
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