PACKAGING
Packaging
has been variously defined in both technical and marketing literature. One of
the most quoted definition is ‘Packaging is the art, science and technology
of preparing goods for transport and sale'. This definition brings out two
salient aspects of packaging. These are:
a)
It has to help in the
physical transportation and sale of the products packaged.
b) Packaging as a function consists of two distinct elements, (i)
the positive aspects,viz., the science and technology related to package
design, selection of packaging materials etc. and (ii) the behavioural aspects,
viz., the art of product design which is associated with consumer motivation
research, buying research, etc.
The
last aspect has been highlighted in another definition of packaging. ‘Properly
designed, the package should enhance the value of its contained product, and
impart that impression, either directly or subtly, to the customer'. The
role of packaging in value enhancement is increasingly becoming important in
consumer marketing today.
