Product packaging is one of the non-price competition strategies other than price factors, and its status and role in modern marketing activities are more and more noticeable. The concept of a broad product is a whole consisting of three levels: physical product, formal product, and extended product.
Product packaging belongs to the second level - the scope of the form of products. Formal products refer to the shapes and methods through which real products are implemented. What a real product describes is just a concept, effect, or benefit that can only be achieved through certain forms. Formal products mainly in five aspects: quality, characteristics, style, brand and packaging.
In marketing, some scholars refer to the package as the 5th P in parallel with the 4P (Product, Promotion, Price, Place) combination. In the marketing practice, companies use packaging to put thousands into the package. The goods are colorful and seductive.
After a thorough market survey, DuPont's marketing staff discovered the famous DuPont law. That is, 63% of consumers make product decisions based on the packaging and decorating of their products; housewives who buy in supermarkets are often more than 45% of their purchases when they go out due to the attractive packaging and decoration.
It can be seen that the packaging is the face and clothing of the commodity. It enters the eyes of consumers as the "first impression" of the commodity and hits the psychological balance of the consumer's purchase.
Source: Shenzhen Information Network