Overview

Scientific researches have proved that package decisions can attract consumer attention, transfer the desirable information abou tthe product, position, the product in consumer conscious, differentiate and identify of among similar kinds of products. In that way elements of package influence consumer decision making process and can determine the choice of consumer and the package itself can become more competitive advantage. However it is not absolute that the brand of product has more package choices, it must have more customers to choose to buy its product. For example, there are two brands of shampoo in the supermarket shelf. One brand shampoo has 5 different style of packages and 5 different fruit productive elements to cause similar fresh fruit smells to attract consumers to buy. Another brand shampoo has 3 different style of packages and 3 different fresh fruit smells to attract consumers to buy in the same shelf location also. When one supermarket customer has little time to expect to stay in the supermarket, e.g. he expects only to stay the supermarket maximum to 15 minutes. he expects to buy one bottle shampoo and meats and fruits and vegatables within 15 minutes. Hence, he expects only to spend about 5 minutes to choose one brand of shampoo product as well as he demands to spend maximum 10 minutes to buy other foods within 15 minutes. When he stays in the shampr shelf location, he finds only two brands of shampoo products are displayed on the same shelf location. One brand of shampo has 5 different style packages to let him to choose, but he feels that these 5 diffeent style packages are not very attractive. Otherwise, the another brand of shampo has only 3 different style packages to let him to choose, but he feels that the 3 different style packages are very attractive. Due to he feels time causes pressure to choose these two brands of shampoo immediately. So, he does not want to spend more time more than 5 minutes to choose on brand of shampoo to buy. He will be influenced by the brand of different styles of packages more attraction to influence his buying decision making obviously. So, whether the shampoo brand's package is attractive or not, it will influence the consumer's buying decision making to choose either to buy the brand's shampo product in preference. So, the more packages choice to the brand's product which may not mean that it has high opportunity to influence consumers' attention. Otherwise, the attractive package element if more important to compare right number of packages choices. Consumer package can influence these elements, e.g. colour, size, imageries, graphics, materials, smell, brand name, producer/country, information, special offers. Of the brand of products can have much attractive elements. Then, it can attract consumers to choose to buy the brand's attractive package products in short time decision making process, such as perception of needs, search for information, evaluation of alternatives, decision making, behavior after purchase. Such as supermarket case, I assume that any supermarket consumers do not expect to spend much time to choose which brand of product is the most suitable or earning more economic benefit to buy when they need to stay the shelf to need spend much time to select which brand of product to buy in the supermarket. Because in general, supermarket consumers ought plan to buy more than one kind of product or food, even more usually. So, limiting time pressure factor will influence their decision making.

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