Importance of Packaging in Marketing Mix
aniruddha tambe, Teacher, India, Member
In fact, Packaging is a very important "P". If you consider the Awareness, Interest, Desire and Action model
, we will find all these functions can be very effectively performed by good packaging. Especially for products where there is a lot of impulse buying.
As such, packaging can be a part of Product; and it can also be considered part of Promotion. Even if it does not merit a special "P", it certainly merits special attention, given that today we have a lot of self help stores, where the only way a customer can be attracted towards a product is by having an attractive and informative packaging.