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Packaging

In: Business and Management

Submitted By taseerali99
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Packaging

The amount of food consumed by people is influenced by the ambiance or by the social circle they are in at that particular moment. Producers manage this process by opting for transparent packaging some times, opaque packaging other times or even a combination of the two types, in order to attract the customers. For example, Hillshire Brands Co. reached the tops once it started packaging its lunchmeat in containers that had transparent elements, so that the customers could take a peek at the turkey and ham that was sitting within, waiting for them to taste it. Anyhow, this marketing decision was made after a one year long research of the market.
With the aim of addressing producers’ interest in post-purchase consumption Xiaoyan Deng, assistant professor of marketing at the Fisher College of Business at The Ohio State University, and Raji Srinivasan, associate professor of marketing at the Red McCombs School of Business at the University of Texas at Austin have conducted a study named “When Do Transparent Packages Increase (or Decrease) Food Consumption?”, which has revealed that 70 percent of the decision of buying a product is made right in the moment when we are at the point of purchase and that the way a product is packaged represents the most important tool a marketer can use in order to attract his clients.
However, the use of transparent packaging in the case of tiny or visually unappealing products does not increase the consumption of that product. What is more, transparent packaging is known to increase consumption when it is used for large products.
These are, however, only the results of the researches done on the influence of the package when it comes to consumption. Further studies may focus on the effect of the packaging on the in-store decision to buy a certain product.

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