Convenience Food Packaging and the Perception of Product Quality

Abstract

PACKAGING often plays a critical role in a firm's marketing mix. A negative packaging attribute can sometimes enhance product quality. As part of the product and distribution mix, it performs the functions of protection and containment. Perhaps more importantly, packaging serves as a vehicle for promotion. In today's self-service economy, packaging provides the manufacturer with the final opportunity to persuade prospective buyers prior to brand selection. Shoppers, as they pass down the aisles, are exposed to packages just as they are to print media or other forms of promotion.