A study of product packaging in consumer purchasing decisions / Rozani Ibrahim

Consumers, impulsive purchasers especially are tend to be attracted to the extrinsic cues and other factors with low-involvement situations in in-store purchasing decisions. It is believed that product with package standing out of the shelf affects the consumer decision process that sells the product into the consumer's trolley. Consumers generally choose to buy from the image they perceive that a product has, and what they perceive is heavily influenced by the cues given on the product's packaging which are the brand name, color and display. Packaging, the 'silent salesman' and it is the final interface between a company and its consumers but do marketers fully understand the role that packaging plays in a marketing environment? This paper will investigate the attributes of packaging and how consumers purchasing decisions are affected through packaging.