Packing of commodity as means of communication

Tetiana Hryshchenko

National University of Food Technologies

Introduction. For today packing of commodities is an important element in the process of advancement of commodity. It role with every day becomes anymore and alternative of choice – deeper. Racking is considered not only means that assists maintenance of product but also means of communication of producer with a consumer that identifies him among other.

Results. It is known that the basic functions of packing are:

1. Protective;

2. Ergonomics;

3. Informatively-communication;

4. Aesthetic;

5. Advertisement;

6. Ecological.

Each of them is important and obligatory. However, in my opinion, today function began to pass ahead other, in fact she began to be anymore investigated, to develop. This is exactly an advertisement function, what called to inform a consumer, assist acquisition of commodity and identify a producer at the market of commodities, doing him popular among other. Main task of this function – to urge on a consumer to acquisition of commodity. It is named the foreign country «taciturn salesman».

Actuality of advertisement function is related yet and to that the man of 90% information is participant by an eye only 10% by other sense organs. Self-successful combination of colors, sizes and information carries out desirable influence on behavior of man. Researches among consumers shot that only 3% does not pay attention to packing.

Research of behavior of consumer during acquisition of commodity scientists engage in the field of marketing that interested N. Borden and G. Dina as early as 1950. In 1963 of V. Laser offered conception of psychological analysis, after wards G. Shet began to take into account the psychological constituent of purchase. In this direction also worked and perfected labours are F. Kotler, I. Aloshyna, A. Tverski, D. Shoctak, B. Dzhekson and other.

On development of packing the far of specialists works today. Companies inlay sometimes on packing greater part of prime of commodity. It is considered that successfully neat and the created packing influences at subconscious level on a man better than more quality commodity, but in the ordinary packing.

Packing also is the element of brand of a product. It designs – one of instrument of motivation of purchase.

If to pay attention to that is carried by packing information then it is possible to define words and word-combinations that mostly can be met on her:

1. «New comfortable packing»;

2. «2,5 litre at price of 2th»;

3. «Less content to the plastic»;

4. «Ecological packing»;

5. «To a 20% content free of charge»;

6. «New improved packing»;

7. «Present to the soba pleasure».

No doubt, information that is got by a consumer influence son it behavior during a purchase. Also, producers create packing that can be reused. This factor is given to the consumer as such that promote functionality and packing ponders ability.

Conclusions. Packing is the means of creation and support of commodity brand. It main descriptions and constituents a producer uses for bringing in of attention consumer yet and influences exactly on a decision-making and forming of his idea of consumer about a concrete brand, commodity or service.