Packaging as a Retail Marketing Tool

International Journal of Physical Distribution & Logistics Management

ISSN: 0960-0035

Publication date: 1 August 1990

Abstract

Packaging is a vital tool in the marketing mix, too often ignored by companies, but twice as much is annually spent on this as on above‐the‐line advertising and promotions. Packaging has two functions: to protect and contain the product; and as an interface to sell the product to the end‐user. Product branding on packaging also represents the company distributing the product. Good packaging requires research of target markets, retail environment and external environment including social change and technological developments. Consumers buy by image and perception of value. Packaging colour and the way it can affect sales by consumers′ subconscious colour associations are examined. Major packaging suppliers monitor consumer trends and technological advancements, aware that packaging is “the silent salesman”.

Keywords

Citation

Rod Sara (1990) "Packaging as a Retail Marketing Tool", International Journal of Physical Distribution & Logistics Management, Vol. 20 No. 8, pp. 29-30

Download as .RIS

DOI

: https://doi.org/10.1108/EUM0000000000372

Publisher

:

MCB UP Ltd

Copyright © 1990, MCB UP Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.