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Packaging Products and Services

Both products and services contain common aspects as well as factors that are varied from one another. It is important to note that the success of the product and services that an individual or a company is trying to sell depends on its packaging. According to researches, the packaging of the product and services should be applied as a marketing weapon within the statement of the overall marketing strategy or plan of the company.

The packaging of the products and services should also become the representation of the business image and should be consistent with the positioning desired by the company (Nykiel, Stevens, and Loudon). Numerous valid definitions of the word “packaging” exist, depending on the application intended to be used by a specific industry or a sector. The traditional meaning of the term pertains to the overall representation of the internal and external environment that contains the products and services which help the company promote its image and attributes.

Products that stick with the traditional meaning can range from appliances, software, and the likes. The other definition of the term “packaging” states that it is a combination of putting together products, services, and both products and services into a bundle which

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is offered in a single or discounted price. Such products could range from bundle of computer equipments and entertainment packages, among others. On the other hand, travel packages could be offered for the service sector (Nykiel, Stevens and Loudon).

Both of the given definitions are a representation that packaging is a powerful weapon in incrementing sales and profits. From the consumers’ end, packaging is an avenue to identify easily the products and services that they are looking for. Package is identified to be the first experience that a consumer has over the item and services. Due to this, any packaging communicates the approximate value of the product and the detailed benefits that could be acquired upon its consumption (Moskowitz, Poretta, and Silcher).

Currently, more and more consumers are buying packages of varied types which they believe meet their needs. As such, the products and services are becoming attractive based on their packaging. In addition, packaging simplifies the purchases of the consumers. Take for example multiple-item packages; since the products are already in a bundle, consumers no longer need to purchase the items one by one. Hence, the packaging gives value for the consumers in terms time and money spent in purchasing the package compared to the cost of individually buying the items (Nykiel, Stevens, and Loudon).

In a recent study focused on the consumer attitudes towards packaging, it was revealed that packaging plays a significant role in consumers’ decision to purchase a product. Since product and service packaging is the first account of the consumers’ experience of the product or service prior to making purchasing decisions, findings of the study show that 50% of the consumers’ decision to buy the product is made at the shelf or during the point of purchase.

It is also noteworthy that majority of the consumers follow a single rule: “Lower priced-products in any category have lower quality packaging, whereas high-priced products have high quality packaging” (Debelack qtd. in Moskowitz, Poretta, and Silcher 105). Thus, the packaging establishes differentiation and identification in an industry that is mainly centered on the homogenous consumers (“Consumer Attitudes”).

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