Does Product Packaging Significantly Influence Consumer Buying Behavior?

Does product packaging significantly influence consumer buying behavior?

by Noleen Wyatt-Jones

April 23, 2009

Of course it does, otherwise why would companies spend so much time and effort in designing and producing the right packaging to ensure that the product flies off the shelves! The packaging in essence is the lure to tempt us into buying the product and whether we like it or not we do initially judge a product by its packaging and in some instances base our purchasing decision on that opinion.

The whole concept of packing has evolved considerably from simply being the cover to protect and transport a product, to what can now be perceived as an integral part of that product, as well as being a useful marketing tool with which to create and define its identity. Take a brand like Tiffany and despite its obvious quality and market position the first thing people think about is the wonderful blue box and white ribbon with which everything is packaged - so ultimately the packaging has become synonymous with the product itself. Another good example is Jo Malone whose wonderful fragrances and candles come in their trademark packaging of cream boxes, black tissue and black ribbon and with a quick spritz of one of the fragrances the whole experience is beautifully captured to the extent that you almost fail to notice how much you are paying because you are caught up in the gorgeousness of the whole packaging experience. It is a very clever ploy on the part of the marketing people to tap into that inbuilt human covetous trait that makes us salivate at the sight of something beautifully wrapped.

Lets face it, quality packaging does not come cheaply and the cost has to be met and logically the cost is probably going to be passed on to the product and if it is packaged attractively then the consumer will not worry about the cost! The burning question is whether the hapless consumer would be prepared to buy the same product at the same price but without the gorgeous packaging? The answer is probably no and thus the packaging becomes an incredibly important part of the marketing process. The irony is that in these days when we are being encouraged to use less packaging we still expect it on our premium products - we want to be seen walking down the road with a nice bag that clearly displays the brand we have bought - it then begins to say something about us as individuals, and how we wish to be perceived by those around us.

At the end of the day product packaging really does have an effect on consumer buying behaviour and ultimately leaves the seller rubbing his hands together as profits soar through the roof, and we sit at home content with our purchase and the lovely packaging it came in and even when we discard the packaging (into the recycling bin of course) we still do not question our motivation - the psychologists would have a field day with that!

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