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Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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what is the summary (bullet type) of this topic?

Transcribed Image Text:Definition of the Chosen Topic Some businesses take packaging very seriously, because they see it as a major point of customers interacting with their product and recognize the great marketing opportunities that packaging represents, you need to know in advance how customers will respond to that package and how they feel about that package. Packaging is to attract customer attention packaging innovation can sometimes provide a temporary edge on competition. Packaging serves to identify your product the package appearance can become an important means of brands recognition it can aid identification and help the customer to quickly pick out the product, the packaging designers must keep in mind the shelf impact of a package on how does it stand out or how noticeable is it when put against many other products in the context like cover shelf of a supermarket bigger and brighter packages are not always better, but color is always one of the most important design element in the packaging. A good package can convey persuasive information, the information conveyed or inferred from the package can build or reinforce variable brand associations and it can influence choice some information of course is legally required on the package. Like we said color is very important in packaging, in marketing colors are associated with brand personality they say that the product of a certain color takes the values and the meaning that customer hold above that color and customers tend to associate that with that product in some cases various products or brand are associated with the specific color and the personality-like connotations that it brings, now to discover such insights researchers use qualitative tests they do research to find out they use some techniques like projective technique to find out the views that customer hold about colors.