“Impact of packaging, branding, labelling for new product on consumer behaviour in modern age”

Packaging performs a central role as a medium in the marketing mix, in specifying the character of new products, in promotional campaigns, as a pricing pattern, and as a tool to create shelf impact. Packaging is usually considered as the most utmost form of advertising at the very crucial point of entire in the journey of purchasing: the point of purchase." It reflects the level of creativity, innovation, modernism, cutting-edge qualities the brand might possess. The place of packaging in marketing has become entirely significant since it is one of the channel companies can capture consumers to take notice of products.

Packaging is the science, art, and technology of enclosing or protecting products for distribution, storage, sale, and use. Basic objectives of packaging includes Physical protection, Barrier protection, Containment or agglomeration, Information transmission, Marketing, Security Anti-counterfeiting Packaging and Convenience Portion control. On other side Labeling is any written, electronic, or graphic communications on the packaging or on a separate but associated label. Basic objectives of labeling are brand identification, providing the information and promotion.

Food labelling might refer to naming a product or the listing of ingredients. The key objectives of a food label is to provide information for the consumer, help sell the product and assist the consumer in making comparable food choices. Now a days marketers are using packaging as a tool for marketing their products. Packaging is the first point of contact with the brand for a consumer product (Rundh, 2005). Packaging design an important issue in the growing use of packaging as a marketing tool for selfservice, since approximately 73% of products are sold on a self-service bases at the point of sale (Silayoi&Speece,

The importance of packaging attributes: a conjoint analysis approach, 2007). This paper will try to find out how product packaging and labelling effect the consumer decision making process when they purchase food products. With this also try to identify the different elements of packaging to attract more and more customers.