CONCEPT OF QUALITY PACKAGING
Sudhansu Shekhar Panda
Research Scholar, Berhampur University, Berhampur, Odisha
Mail- sudhansupanda1993@gmail.com/ mob- 9040214915
Meaning of Packaging:
Packaging is the activity of designing and producing the container or wrapper
for the product. It is an important and effective sales tool for encouraging the
consumers for buying. It is powerful medium for sales promotion. It must
perform all the basic function such as protection, ease of handling and storage,
convenience in usage etc. and should not be deceptive and convey any
deceptive message. It is the best method for attracting the consumers for buying
the products.
According to W.J.Stanton, “Packaging may be defined as the general group of
activities in product planning which helps in value designing and producing the
container or wrapper for a product.”
According to Pride and Farell, “Packaging involves the development of
container and a graphic design for a product.”
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Functions of Packaging:
Packaging should serve the following basic functions:
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Protects the contents:
The basic function of packaging is to protect the contents from damage, dust,
dirt, leakage, pilferage, evaporation, watering, contamination and so on.
Packaging helps in the protection of the contents of the products.Seasonal
fluctuations in demand may be smoothed out through packaging. Packaging
helps to protect the contents of all the available products.
Provides product density:
Packaging helps to provide product density. It implies selecting such package
materials, design, and shape that helps to use the limited space in the best way.
It improves relations with common carriers, permits better use of space in
storage and usage and increases the grace and poise of arrangement.
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Act as promotional tool:
Good packaging can sell the product more easily and quickly as it works as a
promotional tool. As a promotional tool, it does self-advertising , displaying,
publishing and acts as an advertising medium. It is the package, size, design,
color combinations and graphics that decide its ability to attract the valuable
attention of customers or the prospects.
Provides user convenience:
Packaging helps to provide the user convenience.The good packaging does this
in a greater degree. As a result, the marketing functions of the transportation,
storage, and handling are performed with ease and without wastage. Consumers
are greatly assisted so long as the product is in usage. Neat packaging has
brought a home reduction in inventory costs, packaging costs, space and time
costs.
Facilitates product identification:
Packaging helps to facilitate the identification of the product. This process of
product differentiation is furthered by effective product identifiers; one is
branding and another is packaging. The product package identifies the product
no matter where you see it, under what circumstances you see it, or when you
see it. A package is product’s personality, its reality. Product identification goes
easy with distinguished packaging as it adds to its personality or image.
Allows easy product mix:
Product mix relates to the product lines and an assortment of sizes, colors,
measures, grades, package types etc. offered by the selling house. Change in
product mix can be possible as packaging helps to influence weight, size, and
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dimensions of the product. Packaging helps to allow the product mix easily for
the consumers.
Importance of Packaging
The importance of packaging is as follows:
Creation of demand:
Packaging plays an important role in the creation of demand by attracting the
consumers. The customers become known with the product through advertising.
It helps to increase the demand of the customers.
Protection of the product:
Packaging helps to protect the product from heat, light, moisture, evaporation,
dust etc. during its long passage from the factory to the target customers. It
protects the products from breakage, leakage spoilage etc.
Transportation:
Packaging facilitates transportation of products from one place to another. It
ensures easy transportation and better handling of products in transit.
Guidelines to customers:
Packaging helps as a guidelines for the customers.From the informative
literature regarding the quality and use of the product, the customers get the
guidelines. The customers are ensured about the quality of the products.
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Better storage:
Packaging acts as a better storage of the products.Goods with good packages
can be stored in the retail shop also in lesser price.
Facilitates for carrying:
Packaging plays an important role in carrying the goods in transit and from one
place to another. It is made in different sizes and it facilitates provisions for
easy and open carrying.
Identification of product differentiation:
Packaging helps to identify the product differentiation easily.It ensures the
individuality of the products and one product can be easily differentiated with
each other products in the market. The customers can easily identify their
product of choice at the time of purchase. This helps the customers to prevent
substitution of goods by other customers.
Economy:
Packaging helps to reduce the cost of marketing the goods by reducing losses
from damages. As packaging is helpful for sales promotion, so it helps to attain
economy in the cost structure of the producers and marketers.
Types of packaging
There are various types of packaging some of them are as follow:
Consumer packaging:
Consumer packaging is one which holds the required volume of a product for
ultimate consumption. It is the means of buying household. In other words, the
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consumer has the option to purchase the pack size which he/she considers
adequate for the consumption of his/ her family over a length of time.
Transit packaging:
Transit packaging is another type of packaging. It is either for the industrial
consumer’s use. The consumer package itself very often requires an outside
package in which it is sometimes referred to a bulk package or an outer
container.
Industrial packaging:
An industrial packaging can either describe a bulk package or the package for
durable consumer goods. These are the basic package types although many
subdivisions can be listed which can be broadly listed under these basic
headings.
Dual use packaging:
A dual packaging is one which has a secondary usefulness after its contents
have been consumed. The examples of dual use packaging are Drinking glasses,
boxes of jewelry, waste baskets, refrigerator dishes, etc.
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Features of good packaging
A good package indicates individuality of a product in a dramatic and easily
recognizable way. The features of good packaging can be briefly shown below:
Convenience:
Convenience is one of the good features of packaging.The packaging provides
size options and it facilitates provisions for the easy open of the products. The
package should neither be heavy in weight nor large in size.
Security:
The packaging provides security of the products and it protects the products
from dust, light, spoilage, damage, evaporation, etc. It ensures the preservation
of the quality and quantity of the products.
Status or prestige:
Packaging creates confidence among the customers and it creates status and
prestige of the products. It helps in the increment of status and prestige to the
consumers. The product is also known by its packaging.
Adaptability:
The package should of moderate size so that it can be kept in proper place. It
should be adapted in all the places. Adaptability is very essential in packaging.
Dependability:
The packaging should be dependable. Dependability indicates the positive idea
of a customer about the manufacturing of the product. It is very important to
have dependability in the products.
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