Marketing Management, 16th Edition

Packaging

Because packaging is usually perceived during a buyer’s first encounter with the product, it can be a determining factor in piquing the buyer’s interest. It will also shape the buyer’s subsequent evaluation of the product and the final purchase decision. Because of its ability to influence consumer perceptions and choice, many companies use packaging to create distinct customer value and differentiate their products from those of the competition.57

The label is a highly visible and important element of packaging. Labels include written, electronic, or graphical communication placed directly on the packaging, as well as anything associated with and attached to the product, such as an information tag. The label’s primary functions are ...