Soumi answered on
May 02 2020
Running Head: CONSUMER BEHAVIOUR 1
CONSUMER BEHAVIOUR 2
SCHOLARLY PAPER ON THE IMPACT OF PACKAGING ON CONSUMER BUYING BEHAVIOUR
Table of Contents
Issues in consumer behaviour 3
Literature review 4
Consumer Behaviour 4
Significance of consumer behaviour 4
Factors affecting Consumer Behaviour 5
Impact of packaging on Consumer behaviour 6
Consumer behaviour is the study of the manner in which groups, organisations or individual customers buy, select, use and dispose goods, ideas and services for the purpose of satisfaction of their needs and wants. Analysing the behaviour of the consumers helps in framing marketing strategies and other. This assignment deals with analysing the impact of packaging on consumer behaviour. Industries related to fast moving consumer goods, apparels and others are significantly influenced by packaging of products. Firms aim to improve market share by identifying and satisfying the needs and wants of consumers. The issues related with consumer behaviour have been discussed and a literature review identifying the factors affecting consumer behaviour has been done. The role of packaging in shaping the perception of the consumer regarding the product cannot be ignored in any scenario.
Issues in consumer behaviou
As the buying behaviour of an organisation changes it is an impact on the marketing techniques used by organisations. In order to sell the product to the consumer, the marketer should have an idea of what the consumer wants to buy. According to the views of Raheem, Vishnu and Ahmed (2014), with the downturn of the economy in 2007 and rise of technology in 2008, a number of contemporary issues related to consumer behaviour were observed. One of the major issue with consumer behaviour is quality. In the modern world, consumer desire of added features with the products. In addition to the features, they also demand reliability. This forces the marketers to choose the components required for framing the product that will fulfil all the desires of the customers. As per the opinion of Prakash and Pathak (2017), incentive is a major issue that affects the consumer behaviour.
Around 35% of the customers prefer products that have a discount or a promotional offer. Budgeting is also a major issue in consumer behaviour. Fast moving consumer gods such as Prcoter and Gamble, Unilever face issues in identifying the preferences of customers as they change very fast (Packaging News, (2018). The consumers desire of owning the best product at the lowest price. This creates a dilemma for the marketer while pricing a product. The behaviour of consumer varies from individual to individual. It is very difficult to analyse the behaviour of each customer. According to Adam and Ali (2014), packaging, quality, price, promotional offers and others attract some customers. Therefore, it is very difficult for a marketer to predict the behaviour of a customer. In addition to that, the behaviour of a consumer changes over a period. For example, in early days, online shopping was not prefe
ed. This posed challenges for online portals like Amazon and others. However, with the passage of time, consumers have adopted online shopping and Amazon is a grand success. Multinationals such as Coca-Cola, Unilever and others invest a healthy amount in studying the spending pattern of consumers and consumer behaviour (Unilever, 2018). In the modern world, there is a high risk of imitation that poses a major issue for multinationals. In that case, packaging comes to the rescue. It helps them in separating the identity of the products from that of its imitators.
Firms use a number of tools to identify the behaviour of consumer so that the required product can be developed. Since, consumer behaviour changes over time, it makes it difficult for the marketers to design product. In addition to that, innovation requires healthy investment by firm. Therefore, if the behaviour of consumer changes in that period then it poses to be a major loss for the organisation. As per the views of Zekiri and Hasani (2015), online shopping sites such as Amazon, Alibaba invest heavily in understanding the behaviour of the consumers. It has helped them in fulfilling the requirements of the consumers. However, it becomes very...