EFFECTS OF PRODUCT PACKAGING ON SALES VOLUME IN THE DAIRY INDUSTRY
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EFFECTS OF PRODUCT PACKAGING ON SALES VOLUME IN THE DAIRY INDUSTRY
Chapter one
INTRODUCTION
1.1 Background of the Study
A study of the evolution of packaging is intrinsically tied to the evolution of consumer patterns in particular, and society as a whole (Zeithaml, 1988). In the agricultural life that existed until the industrial revolution of the nineteenth century, packing was as primitive as the living conditions of the time.
Packaging was frequently standardised and could be used for a variety of reasons, including conveying food, wood, and tools. We’re talking about receptacles rather than packaging, which they didn’t do particularly well. Packaging’s sole purpose was to ensure product conservation and transportation.
The industrial revolution significantly increased the demand for packaging. Mass production and advancements in ways of transportation created new demands. We progressed from a society in which trade was limited and each community produced items as needed to one in which activities were increasingly specialised.
Products were no longer used by the manufacturer or his or her close neighbours, but were instead transported, sold, and consumed. New production techniques and transportation conditions dictated the shapes that packaging should take.
That is how barrels arose, specifically for sea shipping, as well as boxes that were easy to carry and store. The primary goals of product packaging were to protect them and make them easier to carry, so making them more accessible to more people.
Retailers would simply unpack the merchandise before selling them. Individual packaging had not yet been used, and no consideration had been given to packaging as a source of communication or a sales technique.
Products were packed and sold in quantity. Shopkeepers handled the products with little regard for sanitation, weighing and wrapping them individually, while their clients kept a close eye to ensure they received what they ordered.
The second packaging revolution occurred following World War II, coinciding with the expansion of the postwar economy. Packaging began to focus on the demands of the consumer after previously serving the needs of the product (protection) and later the producer (transport). Distribution networks were rapidly evolving, from open markets and small local grocery stores to supermarkets.
From that point forward, each individual product was packaged such that it was ready for the consumer to pick up from the shelf and take home. The packaging of pre-packed products ushered in the era of self-service.
Products were pre-packaged. Another consequence of this new manner of consumption was the ability to print product information on the box. After all, the shopkeeper was no longer pleased to provide the necessary information in a major store. Consumption increased significantly, as did the population.
This was the age of the baby boom, which was accompanied by a consumption boom, with packaging serving as the foundation for modern retail trade. Packaged products quickly became a popular commodity, and packaging had to adapt to the latest trends. It is no accident that the widespread use of plastic packaging began in this age.
Packaging was to emerge as an industry, with automation to keep up with the rapid speed of progress. As quality demands increased, so did the desire for cutting-edge technology. The growing emphasis on the individual, as well as the rise in the number of working women, necessitated that packaging find a way to outperform itself.
Consumption became mobile, people were on the go, and time was valuable. Packaging responded to this new problem by vacuum-packing food in materials that could resist the impact of being removed from the deep freezer and placed in a microwave.
As if the increasing complexity wasn’t enough, consumption has become increasingly global. Products manufactured on the other side of the world needed to be delivered in immaculate condition. Packaging had to be made more durable, protective, and portable.
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