The marketing role of packaging: a review (CROSBI ID 273771)
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Podaci o odgovornosti
Drašković, Nikola
engleski
The marketing role of packaging: a review
Many scholars agree that the area of packaging is not getting much attention from researchers. Therefore, the main goal of this paper is analyse the status of research related to the marketing function of packaging by the critical review of available literature. In the past the most important role of packaging was to protect the product and to provide functional benefits. However, the functions of packaging expanded with the time. Packaging became more important from the marketing point of view with the recent marketing trends, like switching marketing budgets from advertising to other promotional tools, increasing non-durable product buying decisions at the point of purchase, etc. It is usually the mean of differentiation and the last brand advocate when it comes to the consumers’ time to choose between the products on the shelves. In more recent literature packaging is usually pointed as a communication element rather than just a part of the product within the 4Ps. In some cases, packaging is even considered as a part of the communicational (i.e. promotional) mix. With no doubt, packaging is having tremendous impact on consumer thanks to its communicational aspects. One of the functions of packaging within marketing communications is to help in the process of building the brand personality and to create links with consumers.
packaging, marketing communications, packaging design, marketing models
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