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Abstract

In today’s competitive market, packaging is doing not only works as protecting a product and also it has become an essential marketing tool (Kotler, et. al., 2009). This research has also proven that packaging has various functions. And also it is even low investment when compared with advertising and other promotional activities.  Packaging elements such as brand name, product image shape of its packaging and colour associations are all helping the customers in making their buying decisions (Wang and Chou,2010).Packaging is considered to be the less expensive and an effective tool in marketing communications, the package itself acts as a decisive communication tool and provides customers with product-related information during the buying decision process.

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