Packaging has become another factor that influences consumers’ purchasing decisions.
Well-designed packaging not only makes products more appealing, but also reflects the value and image of the brand.
Packaging and purchasing decisions
When consumers have to choose between several brands, distinctive and attractive packaging is the first thing that grabs their attention. In addition, attractive packaging helps differentiate products, making it easier for consumers to make a purchase decision.
For example, drinking water with eye-catching packaging or snacks in brightly colored boxes, which make consumers want to buy them even if they have never tried or known about them before.
Value from packaging
In addition to beauty, the value of the packaging is another factor that consumers care about. Good quality packaging helps protect the product and maintain its quality, making consumers see the product as more valuable and increasing the chances that consumers will decide to buy the product again in the future.
Impact on repeat purchase decisions
Good packaging not only helps attract first-time purchases, but also influences the decision to buy again. Packaging that is convenient to use, maintains the product well, and is easy to care for will make consumers feel satisfied and willing to buy again.
Should we save on packaging?
📊 Consumers
Factors to consider when determining packaging costs
• Product type:
High-value products, such as premium food or beverages, should use high-quality packaging to reflect their value, while more affordable products may choose to use lower-cost packaging.
For popular souvenirs, packaging is one of the top things that customers pay attention to.
• Target group:
Your customer base is another important factor. If your customers are quality-conscious and willing to pay for products that come in attractive and eco-friendly packaging, packaging costs may be higher than in markets where customers are more budget-conscious.
• Total cost of goods:
In the food and beverage industry, packaging costs typically account for around 5-10% of total retail price, but this depends on the product category and target market.
• Production efficiency:
Complex packaging that takes a long time to produce can increase production costs, so choose packaging that is both aesthetically pleasing and efficient.
According to WestRock 2018 research
Consumers value ease of use, product safety and protection from external factors.
• sex
ผู้หญิงมักให้ความสำคัญกับความปลอดภัยและการใช้งานง่ายมากกว่าผู้ชาย
ขณะที่ผู้ชายให้ความสำคัญกับนวัตกรรมในบรรจุภัณฑ์มากกว่า
• Age range
From the Millennial or Gen Y group data
• Satisfaction and confidence
The importance of packaging that can protect products, use safe materials and communicate information transparently
• 62% value a brand's "doing good"
- Responsible and ethical production
- Design for recyclability, reuse, or biodegradability
