Impact of Printing and Packaging on Consumer Purchasing Behaviour

Pages:183-185
Swati, Siddhant and Gautam (Department of Printing Technology, Guru Jambheshwar University of Science and Technology, Hisar, Haryana)

Packaging means to enclosing or protecting a product whereas the printing on it is done to recognize the product. Printing & Packaging together plays an important role in the industry as well as society, and influence the sale of the product on its own. Packaging can serve an important role in the product consumption experience, but consumer product companies and researchers often focus on packaging impact on product promotions, distribution and a range of pre-consumption and cost-based functions. Packaging fulfils a varied role in marketing from distribution to promotion, including shelf volume impact. Packaging also communicates enduring brand characteristics that support brand loyalty.