PACKAGING AS A PROMOTIONAL TOOL FOR FAST MOVING CONSUMER GOODS

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Abstract

Packaging is beginning to play a more prominent role in the marketing mix in the context of increased competition, the move towards self-service in the retail environment and changes in the buying behaviour of consumers. The aim of this paper, therefore, is to examine consumer perceptions of packaging in the fast moving consumer goods sector. The research constituted a quantitative, cross-sectional and descriptive study. 400 respondents were chosen based on convenience sampling using mall-intercept surveys. The results, overall, suggest that consumers generally perceive packaging to be an effective promotional tool. It emerged that there were no significant relationships between the biographical variables of gender, age and educational level and perceptions of packaging. Recommendations are made as to how marketers can approach packaging as an element of the marketing mix.

Keywords: Packaging, Promotion, Fast Moving Consumer Goods

How to cite this paper: Govender, J. P. (2015). Packaging as a promotional tool for fast moving consumer goods. Corporate Ownership & Control, 12(4-6), 639-646. https://doi.org/10.22495/cocv12i4c6p3