Selected function of packaging and their impact on product perception and consumers decisions

Transcription

1 Monika Stoma 1, Magdalena Kapusta 2 University of Life Sciences in Lublin Logistyka - nauka Selected function of packaging and their impact on product perception and consumers decisions Introduction In the days of market saturation with various kinds of goods, such determinants as price or product usability do not constitute the only purchase criteria taken into consideration by customers. In the process of making consumer choice, they more and more frequently take packaging as the indicator of product quality [2]. Moreover, many products customers deal with are hard to imagine without packaging as much as 99% of all goods sold in retail trade needs packaging [3]. The idea that packaging is only used for protection of the product from unfavourable external factors is the matter of the past. In highly economically developed and commercially efficient countries the role of packaging as an element which contributes substantially to the success in the sale of the respective products was noticed a long time ago. Packaging as an integral element of logistics and market strategy of the company should draw attention of potential buyers and evoke the desire to have the products. The factors that are here of extreme importance include external features of packaging that include: size, shape, form, ergonomics, colours or graphics, as the majority of buyers have a strong reaction to visual stimuli. Packaging also has to denote the manufacturer and inform consumers about its content, composition or nutritional value. Therefore, it should on the one hand be attractive, and on the other hand safe for consumers, it should protect the product, comply with the requirements of certificates and contain information about the product. The purpose of this study is to present the impact of packaging on consumers choice and decisions made during shopping and look into consumers preferences in this area. Packaging the essence and functions Both in subject matter literature and in legislature in force, there are numerous definitions of packaging. PN-O standard defines packaging as: product that ensures maintaining specified quality of packed goods, accommodates them for transport and storage and presentation, and also protecting natural environment from harmful effect of certain products [10]. A similar definition can also be found in the act on packaging and packaging waste of 11 May, 2001 [11]. Then, in accordance with ISO TC-122 WG 5 standard, packaging is a designed product used for protection, preparation of products for distribution, logistic operations, and an ambiguous term denoting consumer, storage, collective, transport, reusable and other types of packaging [5]. One of the most popular definitions in subject matter literature is the one worded in the 70. of the XX century by Briston, that says packaging protects what is sells and sells what it protects [6]. The essence of packaging is usually perceived in view of the function it has to perform in the whole life cycle. It is most of all important in product distribution processes in transport system, handling and protection of the amount and quality of product [7]. It is extremely important for foods where, many a time, packaging enables to ensure and maintain food quality and safety during its distribution, storage and use. Thanks to efficient logistics function of packaging, it is possible to load and unload products, relocate them, store and warehouse. On the one hand simplification, and on the other hand unification of shapes and sizes of unit packaging fosters formation of compact cargo for transport, which in turn enables optimal utilisation of transporting units, and in effect - efficient functioning of logistic supply chain [9]. Packaging should provide full information regarding product, its manufacturer, its composition and also about the way of utilisation. It also enables communication with distributor (manufacturer): with its shape and artwork it creates positive expectations as to its content, raises interest, shapes desired product identity 1 DSc, M.Stoma, adiunkt University of Life Sciences in Lublin, Department of Power Engineering and Vehicles 2 MSc, M.Kapusta University of Life Sciences in Lublin, Department of Power Engineering and Vehicles Logistyka 6/

2 and as consequence stimulates sales. It cannot be forgotten that consumer s decision often is made on the spur of the moment. If packaging does not convey product message and quality properly, and consequently does not evoke the desire to have the product, it may contribute to market failure [4]. Packaging is attributed with various functions, there: production, marketing, ecological, economical, functional and logistic. As far as logistics is concerned, the most important functions are those thanks to which packaging facilitates, and sometimes makes it possible or conditions, processes of raw materials and products flow functions: protective, warehousing, transporting, handling, informational and functional [7]. With the development of food commerce and distribution and restrictions as to requirements connected with food safety, the role of food products packaging is on the increase. Among basic functions of packaging in food industry, still the leading one is to protect product from contamination, chemical reactions or such damage as: drying, loss of the amount, deformation and change of colour or consistency [6]. Sometimes packaging is also the means of protection of goods from theft, restrict the access of unauthorised persons and give the customer the so called guarantee of the first opening. Impact of packaging on consumers choice In the case of packaging of everyday products, including food products, the main choice criterion is often packaging handiness, possibility of fast and easy opening and easy storage [1]. Not less important than the foregoing is what the packaging looks like its form, shape, artwork or colouring. Proper product artwork enables to identify product without reading information on the label. The colour may affect customer s impressions, e.g. as far as the capacity of the product is concerned (light colours make the impression it is bigger), its quality (dark colours suggest better quality), freshness or cleanliness. Inscriptions on packaging should be visible and readable, communicative and understandable, and at the same time limited to the necessary minimum. Packaging, due to its marketing function, has then its specific language that without any words can get to buyers subconsciousness [8]. More and more frequently packaging is crucial for product value, and the feelings it evokes many a times decide about overall vision of the product [2]. Therefore, it plays an important role in consumers choices. Research method In order to evaluate buying attitudes of food products consumers, a survey of 150 persons was performed. Author s questionnaire was used as the research tool. The purpose of the survey was to find the criteria of choice and evaluation of packaging on the food products market by respondents. An important factor was also verification whether attractive packaging can be a better incentive for food products purchase than e.g. a thorough analysis of product content. Questions focused on consumers preferences regarding: packaging features (shape, basic weight, capacity, easy opening, colour, artwork etc.), information on food product label (e.g. composition, expiration date) and they concerned determinants of the impact on the purchase of the respective product (first impression, price, make, opinion about the product, quality, package capacity or its type, etc.). Results of the research and discussion In order to determine the level of importance of packaging features and information placed on it in the purchase process, responders were asked to award each of the aforementioned criteria significance from 1 to 5, where 1 means very small significance for making purchase decisions and 5 very big. Evaluation of the respective determinants of food products packaging, given in percentage, is presented in table 1. Table 1. Significance of the respective features of packaging and information it incudes in purchase process Features of packaging It is possible to reclose it 7% 5% 25% 23% 40% Name of the product 0% 11% 12% 39% 39% 349 Logistyka 6/2014

3 Effortlessness of opening 7% 5% 25% 25% 40% Warnings regarding possible allergens 26% 26% 35% 4% 11% Expiration date 4% 4% 19% 19% 54% Identification of production batch 33% 21% 16% 16% 14% Basic weight 4% 23% 23% 7% 44% Composition 4% 0% 26% 40% 30% Shape 4% 23% 23% 7% 44% Ergonomics 18% 18% 32% 21% 12% Type of materials used 5% 7% 32% 32% 25% Source: own elaboration It turned out that information placed on the packaging and important for responders included information about expiration date (54%), basic weight and shape of packaging (each 44%), and also effortlessness of opening and possibility to close it again (each 40%). But the following features turned out to have much less importance: identification of production batch (33%) and warnings regarding possible presence of allergens (26%). An analysis of selected determinants of packaging which influence consumers decisions is presented below. It turns out from the performed research that the first impression product packaging makes on consumers is of significant or big importance when making purchase decisions (which was proved by 42% and 32% responders, respectively). Only for 6% of responders is it an insignificant feature in the process of purchase. On the ground of that information conclusion can be drawn that specific look and aesthetics of packaging enable to make fast visual contact with consumers, thus increasing sales. Another feature of packaging taken into consideration when doing shopping is packaging colour scheme properly matched to the type of product; the performed research shows that for 61% responders it is the crucial one when making a purchase decision (very important or important). Only for 14% of responders did it turn out to be of very little and little importance. As it has been mentioned before, packaging should, in an attractive way, inform about the product, and at the same time encourage consumers to make a purchase. It is essential, then, that proper print or graphic patter be used with application of modern technologies. Therefore, responders were asked to which extent graphic composition, print on packaging and readability of characters and information are important to them. For 32% graphic composition is of great importance. 37% found lettering to be an important or very important factor. As far as readability of characters and information on packaging are concerned, 44% responders claim that such information plays a very important role. Modern consumers deal with many various products and their advertisements every day, therefore responders were also asked about product image they remembered. Irrespective of persuasive power of advertising, purchase decisions are made many times in the shop in front of the shelf with respective products it applies especially to food products. It often happens that complicated names created by producers do not make their imprint in consumers memory. It was proved information obtained thanks to the research as many as 84% of the responders did not remember the name of the product, but its look. The conclusion drawn is that many people have visual type of memory and they often remember the image repeated e.g. in advertisements, which in turn results in purchase decisions. Analysis of responses given to the next question confirms the argument that packaging plays the role of a silent seller who can encourage or vice versa discourage customers from buying the product. Responders were asked whether it happened to them that they changed their decision related to product purchase because of packaging. The most frequently given answers were yes and sometimes (as many as 64%). Only 5% declared that they never change their purchase decision prompted by packaging. On the ground of such data, conclusions can be drawn that packaging has a chance to influence (often subconsciously) final decision and even change it just before a purchase is made. Logistyka 6/

4 Summary Process of introduction of a new original packaging on the market is very complicated. To do that, first of all a target group must be specified, to which the product is to be directed, and to adjust the concept of the product to its preferences and likes. What can be useful in this situation is market research and consumer surveys. It must be considered that designed packaging be handy, practical, good-looking and eye-catching. It should also be fashioned in accordance with current market trends. Shape, size, colour, graphic form are the elements that have a direct influence on product choice and attract consumers attention. Label, as one of the most important means of advertising, also has a significant meaning in self-service sale. Here, the real seller has been replaced with a silent one. Packaging constitutes a specific flagship of the company and is a crucial element of marketing and logistic. Abstract Packaging is one of the key elements of logistic and marketing strategy of a modern company. Many a time, it is used as an instrument of influencing product perception, and in consequence consumers decisions. The study presents the essence and function of packaging, with particular focus on logistic and marketing function. In addition, the results of the survey are presented, the purpose of which is presentation of the impact of packaging and its respective elements, such as: shape, form, ergonomics, colour or graphic form, on consumers decision. WYBRANE FUNKCJE OPAKOWAŃ I ICH WPŁYW NA POSTRZEGANIE PRODUKTU ORAZ DECYZJE KONSUMENCKIE Streszczenie Opakowanie stanowi jeden z kluczowych elementów logistycznej i marketingowej strategii współczesnego przedsiębiorstwa. Niejednokrotnie stosowane jest ono jako narzędzie wpływu na postrzeganie produktu, a w konsekwencji na decyzje konsumenckie. W pracy przedstawiono istotę i funkcje opakowań, ze szczególnym uwzględnieniem funkcji logistycznej i marketingowej. Zaprezentowano ponadto wyniki badań, których celem było ukazanie wpływu opakowania i jego poszczególnych elementów, takich jak: kształt, forma, ergonomia, kolorystyka, czy grafika, na wybory konsumenckie. References: [1] Ciechomski W.: Opakowanie jako instrument promocji, AE w Poznaniu, Poznań 2008, LogForum vol 4, issue 4, no 4, s [2] Dejnaka A.: Opakowanie jako narzędzie wpływania na wybory konsumentów, Zeszyty Naukowe Wyższej Szkoły Bankowej we Wrocławiu, No. 23/2011. [3] Gołembska M. (red.): Kompendium wiedzy o logistyce, PWN, Warszawa [4] Hales C. F.: Opakowanie jako instrument marketingu, PWE, Warszawa [5] ISO-TC-122/WG 5: Opakowania. Definicje. [6] Korzeniowski A., Skrzypek M., Szyszka G.: Opakowania w systemach logistycznych, Instytut Logistyki i Magazynowania, Poznań [7] Kuboń M.: Miejsce i rola infrastruktury logistycznej w funkcjonowaniu przedsiębiorstw rolniczych, Inżynieria Rolnicza, No. 9(97)/2007. [8] Panfil-Kuncewicz H., Kuncewicz A., Juśkiewicz M.: Wybrane zagadnienia z opakowalnictwa żywności, Wyd. UWM w Olsztynie, Olsztyn Logistyka 6/2014

5 [9] Piekarski W., Maj. G., Środki transportu, t.1, Towarzystwo Wydawnictw Naukowych Libropolis, Lublin [10] PN : Opakowania. Terminologia [11] Ustawa z dnia o opakowaniach i odpadach opakowaniowych, Dz.U.2001, nr 63, poz Logistyka 6/

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