A Critical Analysis Of Food Packaging And Its Impact On Purchasing Decision

Context of your study: Packaging occupies a critical role when it comes to attracting the audience towards the company's product. There is a need for the marketers to understand brand preference, needs, demands and the factors that directly influence the buying decision of the customers. More effective strategies can be developed by the advertisers and marketers to target customers towards their product, if they have a clear understanding of what features in the product appeal them the most (Boonlertvanish, 2009). There is a lack of research in the food packaging industry, as it is important to identify the factors with respect to food packaging that influence the buying decision of the customers. Although the performance of Ben and Jerry's has been remarkable in the past years both in the local as well as the international market, but still its competitors like Nestle, Kraft Food, Dunkin Donuts, etc. are coming up with similar products affecting the market share of the company. When it comes to Ben and Jerry's, this research will help the company to study the current packaging and will help to understand the areas of improvement, in order to retain their position as the market leader.

Aims and Objectives . To critically analyse the impact of food packaging on purchase decision through a case study of Ben n Jerry's Ice-cream in UK . To study the factors relating to food packaging that impact consumer purchase decisions . To investigate the importance of food packaging in marketing communications . To study how innovation in food packaging affects consumer buying behaviour