Open AccessThe Multiple Roles of Packaging in the Entire Marketing Process Channel of Distribution and Consumer Perspective
Author(s) -
Patrick Ladipo,
T. O. Olufayo
Publication year - 2011
Publication title -
international journal of business administration
Language(s) - English
Resource type - Journals
eISSN - 1923-4015
pISSN - 1923-4007
DOI - 10.5430/ijba.v2n4p181
Subject(s) - intermediary , principal (computer security) , marketing , perspective (graphical) , business , container (type theory) , function (biology) , space (punctuation) , process (computing) , distribution (mathematics) , position (finance) , industrial organization , advertising , computer science , engineering , mathematics , computer security , mechanical engineering , mathematical analysis , finance , artificial intelligence , evolutionary biology , biology , operating system
Packaging tends to suffer the problem of being viewed to majorly function purely as a container and hence ordained to fulfill the purpose of containerization in the entire marketing process. This article, contrary to this view, attempts to present the position that packaging functions far beyond the purpose of containerization, and has evolved in the recent past to serve the interests of the principal actors in the market-place. The principal actors include: [i] the producer; [ii] the intermediaries’ and the ultimate consumers. For the middlemen, it has become an effective tool in achieving optimum use of space efficient use of shelf-space in preventing inventory losses and pilferage. For the consumers, packaging has attempted to serve their informational, promotional and convenience needs. This paper presents the multiple roles of packaging in the perspective of the middlemen and consumers