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.

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John R. G. Jenkins

Papers

Marketing and customer behaviour