The Role of Packaging and Incentives

Packaging is an important part of marketing and branding since it serves as a powerful

support medium for communicating diverse messages to consumers. Beyond merely

enclosing and safeguarding a product, packaging serves as a strategic instrument that

communicates value, and brand identity, and affects consumer perception (Abdalkrim & Al-

hrezat, 2013). Packaging serves as a support medium to communicate brand value and brand

message in the following ways.

Brand Communication and Identity

Brand identity communication is one of the packaging's main purposes. As a visual

representation of the brand, the packaging design embodies its identity, values, and

personality (Abdalkrim & Al-hrezat, 2013). For instance, Coca-Cola, without using words,

the bottle's unique contour shape and the red and white color combination instantly convey

the brand's identity. The packaging takes on the role of a brand icon, promoting immediate

recognition and building connections with consumers.

Information and Education

Packaging conveys details about the actual product. Packaging communicates

important information about contents, usage guidelines, and nutritional facts about the

product being sold. For instance, labels of skincare products like facewash frequently feature

information regarding the product's benefits, application methods, and any pertinent

warnings. This information influences purchasing decisions as consumers are provided with

the knowledge they need to make informed judgments.

Marketing and Promotion

 Packaging is an effective marketing strategy that draws in customers and influences

their decisions to buy. Impulsive purchases can be promoted and shelf appeal improved by

visually appealing, colorful packaging (Rundh, 2016). Breakfast cereal boxes are frequently

made with colorful and visually appealing designs, sometimes with games or promotions that

draw in customers and influence their purchasing decisions.

Preservation and Protection of Products

Packaging protects the enclosed product from harm, contamination, or deterioration.

The product's composition, its sensitivity to outside variables (such as light, air, or moisture),

and the conditions of transportation are taken into consideration while choosing packaging

materials (Rundh, 2016). Meats and other perishable items are best kept in vacuum-sealed

packaging, which reduces oxygen exposure, keeps food safe, and prolongs shelf life.

Quality Perception

A product's perceived quality can be affected by its packaging, materials, and overall

design. Luxury firms frequently spend money on sophisticated packaging to convey

exclusivity and excellent craftsmanship (Abdalkrim & Al-hrezat, 2013). For instance, Apple's

devotion to quality and innovation is reflected in the products' elegant form and simple

aesthetics, leading consumers to identify these qualities with the items within them.

Market Differentiation

In a competitive market, packaging makes a product stand out from competitors. A

product can become memorable by drawing attention to its unusual features or design. For

instance, the triangle-shaped packaging for Toblerone chocolate not only sticks out on the

shelves but also exudes quality and originality.

Coupon Influence on Loyalty

 Coupons are effective instruments for shaping customer behavior. Providing discounts

can increase sales, attract new clients, and instill a sense of urgency. When a customer uses a

coupon especially one that the store doubles to justify their purchase, they are utilizing a cost-

benefit analysis (Barat & Ye, 2014). The decision-making process is driven by the potential

cash gain right now. When a customer uses a coupon to make a purchase, the customer and

the brand develop a transactional connection (Barat & Ye, 2014). The emphasis is on the

product's immediate benefit rather than a long-term commitment to the brand. Customers

may purchase a high-end coffee brand, for instance, due to a discount, but their loyalty is still

dependent on such sales or promotions continuing.

For a consumer to move from a transactional connection to brand loyalty, positive

experiences are essential after the initial purchase. This involves being satisfied with the

product, and its quality, and having a good overall buying experience. Businesses need to

concentrate on exceeding customers' expectations and offering value regularly. For instance,

if a consumer uses a coupon to purchase a new brand of shampoo and likes it, the possibility

of repeat purchases increases as a result of the favorable experience. Likewise, it's also

critical to stay in constant communication with customers and to engage with them beyond

transactions (Wierich & Zielke, 2014). Businesses can interact and stay connected with

customers through a variety of channels, such as social media, newsletters, and loyalty

programs. For instance, after utilizing a coupon for a discounted product, if a customer signs

up for the skincare brand's newsletter, the company can provide personalized skincare advice

and special offers from the company which in turn fosters a relationship that lasts and

increases customer loyalty.

Conclusion
 To sum up, packaging is much more than just a practical requirement—it's a dynamic

support medium that conveys a variety of messages to customers. Packaging plays a crucial

role in influencing consumer behaviour by expressing brand identity, conveying vital

information, influencing perceptions of value, and creating memorable brand

experiences. Businesses can establish long-lasting brand loyalty by comprehending the

psychology behind consumer justifications and responding to the subsequent phases of the

customer experience.

References

Abdalkrim, G. M., & Al-hrezat, R. S. (2013). The Role of Packaging in Consumer's

Perception of Product Quality at the Point of Purchase. European Journal of

Business and Management, 5(4), 69-

82. https://core.ac.uk/download/pdf/234624587.pdf

Barat, S., & Ye, L. (2014). Effects of Coupons on Consumer Purchase Behavior: A Meta-

Analysis. Marketing, Technology and Customer Commitment in the New

Economy, 6(5), 131-144. https://doi.org/10.1007/978-3-319-11779-9_15

Rundh, B. (2016). The role of packaging within marketing and value creation. British Food

Journal, 118(10), 2491-2511. https://doi.org/10.1108/bfj-10-2015-0390

Wierich, R., & Zielke, S. (2014). How retailer coupons increase attitudinal loyalty – the

impact of three coupon design elements. European Journal of Marketing, 48(3/4),

699-721. https://doi.org/10.1108/ejm-01-2012-0030