The Positive Role of Packaging in Consumer Behavior

Abstract

Packaging strategy is the primary means for enterprises to show the products characteristics and an essential part of shaping the brand image to become the most economically efficient marketing system of a competitive tool. In order to occupy a position in the market where the key competitive differentiator is present, product packaging must be able to leave customers with a lasting impression and inspire them to make a purchase decision. Consumers purchasing decisions are extremely influenced by the packagings promotional function when there is no discernible difference in the quality of similar products. It is found that the display effect of product packaging, the completeness of information, and packaging environmental protection impact consumers purchase intention. Finally, combined with the findings of this paper and the current situation of enterprise marketing, this paper puts forward corresponding marketing suggestions for product packaging design from the current status of packaging strategy and strategy optimization.