Impact of packaging on consumer buying behaviour

The role of packaging on consumer buying behaviour is of utmost importance in most organisations. This adds value to products marketed and sold and ultimately higher returns to the business enterprise. Packaging in most cases is seen as the silent salesman in the store and a value addition to the consumer. Packaging could be expressed in terms of colour of the design used, barrier protection, the image used, information transmission (that is how to use the product) and mostly the expiring date for the product. This book would bring out the impact of product attractiveness at stimulating consumer interest in a product, influence of product differentiation on consumer evaluation of the product as well as the effect of labeling on creating consumer awareness of a product.