Abstract
The basic characteristic of packing is to protect the product from external factors while the product is delivering to consumers. However, recently packing has become an indispensable aspect of marketing. Because, packing is considered as a silent dealer which directly reaches consumers. Packing is one of the most important factor of product sales. Consumers assess a product with its packing and make up a purchasing decision accordingly. In addition to its protective function, packing also performs functions such as selling and communication Recently, firms have begun attaching great importance on
packing investments. A high-quality and attractive packing means expenditure. A firm can increase its sales as much as it creates difference with its packing. Therefore, it is required to take a risk of increasing the packing costs for increasing sales.
Increasing packing cost is an important factor of prices. In this study, the relation between the packing cost and price has been researched by making regression analysis.
References
- Ampuero, O. (2006) “Natalia Vila, Consumer Perceptions of Product Packaging” Journal of Consumer Marketing 23(2):100-112.
- Aydar, C. (2010) “Analyzing the Predictive Value in the Packing Design Process of Customer Oriented Muhasebesi, İzmir, Birleşik Matbaacılık. Marketing by Packing as a Product” Postgraduate Thesis, İstanbul, The Institute of Science of the Faculty of Fine Arts of Mimar Sinan.
- Fırat, E. (2005) Can New Package Double Sales? Capital Magazine.
- Gökalp, F. (2007) “The Role of Packing in Purchasing Behavior of Food Products” Ege Academic Review, 7(1):79-97.
- İnce, M. (2010) “Analyzing the Effects of Packing as a Communication Instrument on Customer Choice” Postgraduate Thesis, İstanbul, The University of Marmara, The Institute of Science.
- Kocamanlar, E. (2008) “A Model Proposal About the Effect of Packing in Fast Moving Consumer Goods on the Purchasing Behavior” Postgraduate Thesis, İstanbul, The Institute of Science of the Technical University of İstanbul.
- Lockamy, A.III. (1995) “A Conceptual Framework For Assesing Strategic Packaging Decisions” The International Journal of Logistics Management, 6(1):51- 60.
- Meyers, H.M ve Lubliner, M.J (2004) Successful Packing, Successful Marketing, İstanbul Rota Publications.
- Rundh, B. (2009) “Packaging Design: Creating Competitive Advantage with Product Packaging” British Food Journal, 111(9):988-1002.
- Wells, L.E., Farley, H. ve Armstrong, G.A. (2007) “The Importance of Packaging Design for Own- Label Food Brands” International Journal of Retail & Distribution Management, 35(9):677-690.
- Yıldız, O.E. (2010) “The Effect of Packing in Creating Brand Awareness” Communication Theories and Researches Magazine, 31:181-194.
- Yükçü, S. (2007) Yöneticiler için Muhasebe:Yönetim
Abstract
Ambalajın temel özelliği, içerisine konulan ürünün tüketiciye ulaştırılmasında ürünü dış etkenlerden korumaktır. Ancak son yıllarda ambalaj, pazarlamanın vazgeçilmez bir unsuru haline gelmiştir. Çünkü ambalaj direkt olarak tüketiciye ulaşan sessiz satıcı olarak algılanmaya başlanmıştır. Ambalaj ürünün satışındaki en önemli etkenlerden birisidir. Tüketici ürünü ambalajıyla birlikte değerlendirmekte ve satın alma kararını buna göre vermektedir. Ambalaj koruma fonksiyona ek olarak, satış ve iletişim gibi fonksiyonları da gerçekleştirmektedir.İşletmeler son yıllarda ambalaj yatırımlarına çok önem vermeye
başlamışlardır. Kaliteli ve dikkat çekici bir ambalaj demek maliyet demektir. İşletme ambalajıyla fark yaratabildiği sürece satışı arttırabilmektedir. Bu nedenle satışı arttırmak için ambalaj maliyetlerinin de artmasını göze almak gerekmektedir. Artan ambalaj maliyetleri fiyat üzerinde de etkili bir unsurdur. Çalışmada regresyon analizi yapılarak ambalaj maliyeti ve fiyat arasındaki ilişki araştırılmıştır
References
- Ampuero, O. (2006) “Natalia Vila, Consumer Perceptions of Product Packaging” Journal of Consumer Marketing 23(2):100-112.
- Aydar, C. (2010) “Analyzing the Predictive Value in the Packing Design Process of Customer Oriented Muhasebesi, İzmir, Birleşik Matbaacılık. Marketing by Packing as a Product” Postgraduate Thesis, İstanbul, The Institute of Science of the Faculty of Fine Arts of Mimar Sinan.
- Fırat, E. (2005) Can New Package Double Sales? Capital Magazine.
- Gökalp, F. (2007) “The Role of Packing in Purchasing Behavior of Food Products” Ege Academic Review, 7(1):79-97.
- İnce, M. (2010) “Analyzing the Effects of Packing as a Communication Instrument on Customer Choice” Postgraduate Thesis, İstanbul, The University of Marmara, The Institute of Science.
- Kocamanlar, E. (2008) “A Model Proposal About the Effect of Packing in Fast Moving Consumer Goods on the Purchasing Behavior” Postgraduate Thesis, İstanbul, The Institute of Science of the Technical University of İstanbul.
- Lockamy, A.III. (1995) “A Conceptual Framework For Assesing Strategic Packaging Decisions” The International Journal of Logistics Management, 6(1):51- 60.
- Meyers, H.M ve Lubliner, M.J (2004) Successful Packing, Successful Marketing, İstanbul Rota Publications.
- Rundh, B. (2009) “Packaging Design: Creating Competitive Advantage with Product Packaging” British Food Journal, 111(9):988-1002.
- Wells, L.E., Farley, H. ve Armstrong, G.A. (2007) “The Importance of Packaging Design for Own- Label Food Brands” International Journal of Retail & Distribution Management, 35(9):677-690.
- Yıldız, O.E. (2010) “The Effect of Packing in Creating Brand Awareness” Communication Theories and Researches Magazine, 31:181-194.
- Yükçü, S. (2007) Yöneticiler için Muhasebe:Yönetim
Details
| Other ID | JA68NB92GM |
|---|---|
| Journal Section | Research Article |
| Authors | |
| Publication Date | February 1, 2013 |
| Published in Issue | Year 2013 Volume: 13 Issue: 1 |