They say you should never judge a book by its cover. It may not be true at all times, especially when it comes to product packaging. It is so influential it can affect a consumerâ€™s decision to buy â€“ or not to buy â€“ the product.
What Consumers Want
In a survey conducted by Ask Your Target Market (AYTM), more than 69 percent of the respondents said that the packaging could affect their decision to buy. In fact, it helps them form an opinion not only of the product but also of the company.
This is important information. Although the study didnâ€™t mention it, it implies its perception of one product is similar to that of the other products within the company. If the consumer believes the packaging is cheap, they are more likely to think the same way with all the others.
With regard to the quality of the packaging, the consumers tend to prefer eco-friendly materials. These may include containers and boxes from Nash Packaging based in Utah. In the same survey, about 45 percent revealed they didnâ€™t want those that have wasteful materials.
The result is similar to the survey performed by Luminer on August 2017. It cited how 55 percent of the consumers would probably choose a product over another if it has an eco-friendly or sustainable packaging.
The results tend to be mixed if the question is whether the customers are willing to pay for premium packaging. A survey by Dotcom revealed that businesses that provide premium packaging could retain customers better than those that donâ€™t offer it. However, Luminerâ€™s research suggested they may not be willing to pay more for an eco-friendly or premium package.
Regardless, businesses should no longer ignore the impact of packaging. It can make or break the product and even the business. This is especially true at these times when consumers are more demanding on the quality and presentation of the product.