An Investigation into the Impact of Packaging on Consumer Perception

This report delves into the significant impact of packaging on consumer perception, a crucial element in marketing strategies. It begins with an executive summary and a detailed literature review, exploring consumer perception, packaging design, and their relationship to purchasing decisions and sales. The report examines the influence of packaging on consumer behavior, brand image, and the formation of long-term customer relationships. It also discusses how packaging adapts to changing consumer lifestyles and preferences, including the importance of information and design. The analysis extends to the evolution of packaging and its relevance to the Egyptian market, including current trends. The report concludes with recommendations based on the findings and includes figures and tables illustrating various aspects of packaging and consumer behavior.

Running head: TERM REPORT.
TERM REPORT
Name of the Student
Name of the University
Author Note

1TERM REPORT
Executive Summary
The consumer perception can be rightfully defined as the view of the consumer concerning a
particular product or a service, this perception of the consumer may be dependent on the aspects
like their social factors or the factors related to the product being sold. The main aim of the
report is to analyse the effect of packaging on consumer perception. The report follows a
structured format whereby the report began with a brief introduction which was then followed by
a review of literature about the topic-`Packaging`. A critical discussion on the topic has been
done, and reference to the Egyptian market has also been made.

2TERM REPORT
Table of Contents
Introduction......................................................................................................................................3
Review of Literature........................................................................................................................4
Consumer perception...................................................................................................................4
Packaging.....................................................................................................................................4
Relationship between packaging and consumer purchasing decision.........................................5
Relationship between buying perception and sales.....................................................................6
Contextual framework: Effect of perception on the packaging...................................................9
Discussion......................................................................................................................................10
Building long term relationships with customers through packaging.......................................10
Adapting with the changing lifestyle of the consumers with the packaging of the different
products......................................................................................................................................11
Consumer thinking while purchasing different packaged items................................................11
Packaging information and designs...........................................................................................12
Evolution of packaging..............................................................................................................13
Relevance to the context: Trends in Egypt....................................................................................15
Conclusion and Recommendations................................................................................................18
References......................................................................................................................................20

3TERM REPORT
Introduction
The primary aim of any particular business is to ensure that they are successfully able to
please the different consumers as present in the organisation`s external environment. This is the
reason, why it becomes critically important for any business to appeal to the various consumers
in a manner such that they are attracted to the products being offered by the organisation and
increase their sales (Yang and Jun 2002).
Figure 1: The packaging consumption by size
(Source: Trendingpackaging.com 2018).
In this aspect, it can be stated that the primary aim of the particular study is to understand
the impact of packaging on the perception of the consumer. The report begins with a review of
literature about the subject which is then followed by the discussion on the buyer`s behaviour in
the particular domain. The critical analysis of the importance of the specific issue will be done
which will be discussed in line with the consumer market in Egypt.

4TERM REPORT
Review of Literature
Consumer perception
The theory of consumer perception looks out to increase sales and to find the approach
related to consumer behaviour. The consumer perception goes a long way in understanding how
the consumer will make the buying decision at large (Yang and Jun 2002). The reason why
consumer behaviour and consumer perception theory may be considered to be of utmost
importance is that it is crucial to understand the perception of the different targeted markets and
segment groups because each impression is unique and varying (Silayoi and Speece 2004).
Hence, it stands the primary aim of the consumer perception theory to understand how an
individual is motivated and the different methods which tend to have a positive impact on the
consumer purchase. The consumer is the centre attraction of a firm and their decision as on the
product purchase is impacted by a large number of factors. According to Mohebbi (2014), these
factors may either be personal or influenced by different external factors.
Packaging
According to Rundh (2005), Packaging can be described as the technology through which
the products to be sold to the different consumers are enclosed or protected for distribution and
sales. It can also be defined as the specific procedure of designing, evaluating and producing the
various packages which not only assists the firm in engaging in significant sales and logistics but
also facilitates the firm in making the purchasing decision (Jansson-Boyd2010). Quester et al.
(2007), states that Packaging of a product also supports in informing and selling the products.
Very often the concept of package labelling may also be attached to the packaging whereby a
graphic communication is present on the packaging. Mohebbi (2014), argues that the purpose of

5TERM REPORT
the packaging has several objectives, each of which adds up to the value of the brand and the
product at large.
Figure 2: People preferring packaging
(Source: Packagingoftheworld.com 2018)
Relationship between packaging and consumer purchasing decision
According to Sara (1990), the different purchasing decisions which are made by the
different consumers are dependent on a large number of factors. These factors may be related to
the social environment of the consumers like their peer group, their social circles, their values
and beliefs along with an influence from the features of the different products which exist.
Packaging forms one such determinant of the consumer purchasing decision (Silayoi and Speece
2004). According to Shah et al. (2013), packaging assists in adding a unique value to the product
and also works as a tool of differentiation whereby it becomes comparatively more comfortable
for the consumer to decide from a range of items and also tends to stimulate their customer

6TERM REPORT
buying behaviour and as stated by Schiffman and Kanuk (2012), the package intends to attract a
consumer`s attention to the brand and helps in enhancing the influences of the consumer. Hence,
it can be stated that the packaging of a product has a crucial role to play and that it dramatically
influences the purchase of a product and the decisions as made by the customer (Shah et al.
2013).
Figure 3: The statistics about packaging
(Source: Packagingoftheworld.com 2017).

7TERM REPORT
Relationship between buying perception and sales
As stated earlier, the consumer perception can be defined as the perception which a
consumer holds about the overall organisation. This perception is generally influenced by
various social as well as economic reasons and often reflects on the purchases made and the sales
incurred by the firms. Firstly, according to Usunier, Lee and Lee (2005), the loyalty of the
customers is much dependent on the perception which a consumer holds about the particular
product.
Figure 4: Packaging statistics
(Source: Packagingoftheworld.com 2017)

8TERM REPORT
In addition to this, as agreed by Quester et al. (2007), the perception of the customers is
also related to the trust a customer generally reflects on the particular product. This perception
may have been built by the past purchases of the brand and other related experiences of the brand
with the consumer audience (East, Wright and Vanhuele 2013). For the customers, the trust is
always a determinant of their purchasing decision, and concerning this, the company`s sale and
the purchases of the customers is much dependent on the different abilities of the company to
build trust amongst the various individuals (Jobber 2009). In case the consumer has formed a
perception and is visibly sceptical about the brand, then the sales of the brand might be affected
accordingly (Usunier, Lee and Lee 2005).
Figure 5: Packaging statistics
(Source: Smitherspira.com 2017).
Hence, in this manner, as the consumer perception tends to have a significant impact on
the buying decisions, it also has a substantial effect on the revenues as well as profits of the
customer. For this reason, it is considered to be important for the firm to improve the consumer

9TERM REPORT
perception of the brand which in turn is the best way to influence the profits of the brand (Silayoi
and Speece 2004).
Contextual framework: Effect of perception on the packaging
Concerning this, it can be mentioned that there exists a robust contextual relationship
between the packaging of the product on the consumer perception (Jansson-Boyd 2010). This is
because the packaging forms one of the most reliable components of the purchasing decision and
the sales of a firm is greatly influenced by the consumer perception (Schiffman and Kanuk
2012). Hence, there exists a considerable impact of packaging on consumer perception, and for
this reason, it becomes enormous important for the different organisations to engage in a
decision which shall benefit their sales and have a positive impact on the firm at large
(Majumdar 2010).
Figure 6: The contextual framework
Packaging
consumer
buying
behavior
Consumer
perception

10TERM REPORT
Discussion
Building long term relationships with customers through packaging
As the competition in the consumer market has increased considerably it has become
challenging for the different firms to attract the various customers and hence, this is where
packaging comes to the rescue whereby the firm would have been able to help in differentiating
their product from the product of the different companies (Thang and Tan 2003). The packaging
helps the consumer to choose the various products from an aisle of a large number of products.
Hence, according to Slater (1997), the packaging of a product goes a long way in helping the
customer to look after the product and protect it from the wear and tear which can take place
concerning the different consumers and their use.
Figure 7: Preference for glass packaging
(Source: Recycleglass.co.nz 2018).

11TERM REPORT
Adapting with the changing lifestyle of the consumers with the packaging of the different
products
According to Silayoi and Speece (2004), it can be observed that the fundamental trends
and the lifestyle of the consumers have become more outgoing and the consumers are
consistently on the go at present. Regarding this, it becomes considerably essential for the
different marketers to come up with a more mobile packaging of the products which can be used
by the consumers while they are on the move (de Mooij 2004). As stated by Thang and Tan
(2003), earlier the different companies, usually engaged in the packaging which was quite large
and did not come up with a more economical and compact packaging.
Figure 8: The impact of packaging on brand perception
(Source: Packagingdigest.com 2018).
Consumer thinking while purchasing different packaged items
According to Tomlinson (2006), the consumers usually like to obtain smaller variants of
the product which means lighter packages as they are easy to carry and often assist the different
consumers in being economical. This trend is usually followed by general college students and