While value for money as manifested in proven product quality remains the primary consideration that influences consumers’ purchasing habits, the vast majority of customers who purchase off-the-shelf products, not least food products, are inclined to favour attractively packaged goods which, simultaneously, are offered in sturdy protective custom packaging and, of course, prominent logos. This is perhaps the standout indicator that packaging plays an important role in the product marketing and in the boosting of sales.
As recently as a decade ago, product promotion, particularly for food and cosmetics was commonly placed on public display in packaging that provide a strong incentive for consumers to look the other way. Even now, while product-presentation standards have risen appreciably, some ‘brands’ are denied market acceptance on account of the fact that, for reasons that have much to do with costs, their brands are denied any significant space on display shelves.
