Mention the factors that influence the choice of a packaging?  Please answer at your own words.

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Mention the factors that influence the choice of a packaging?  Please answer at your own words. 

Expert Solution
Step 1 Packaging

Packaging refers to the process of wrapping of the products to keep them safe and secured. It is the art and science of enclosing or protecting products for distribution or sale. It is the process of designing, evaluating and producing packages. It includes the function of transportation, warehousing, logistics, sale. 

Objectives of packaging - 

  • To provide physical protection
  • To enable marketing 
  • To convey message 
  • To provide convenience 
  • To provide control
  • To enhance profits 
  • Self service sales and brand image 
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