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Prendergast and Pitt (1996) review the basic operations of packaging, and delimitate them by their role in either logistics or marketing. The main function of packaging is primarily to protect the product when moving through distribution channels. In marketing, packaging provides a successful method of communication about product attributes to consumers at the point of sale. The package sells the product by drawing in attention and communicating, and also allows the product to be contained, portioned and protected.

Packaging is one key product attribute perceived by consumers. It is always fulfilling the marketing function, even if a company does not openly recognize the marketing aspects of packaging. The package is an important factor in the decision-making process because it transmits a specific message to consumers. Intention to purchase depends on the degree to which consumers expect the product to satisfy them when they consume it (Kupiec and Reveil, 2001). How they comprehend it depends on communication elements and this is the key to success for many marketing strategies.

The package's overall features can emphasise the uniqueness and originality of the product. In addition, product characteristics influence the perception of quality transmitted by packaging. If it conveys high quality, consumers assume that the product is of high quality. If the package communicates low quality, consumers transfer this low quality perception to the product itself. The package communications can be favourable or unfavourable. Underwood et al. (2001) suggest that consumers are more likely to imagine aspects of how a product looks tastes, feels, smells, or sounds while they are watching a product picture on the package.

2.4 Packaging: biggest medium of communication

Behaeghel (1991) and Peters (1994) consider that packaging could be the most important communication medium for the following reasons:

- It reaches almost all buyers in the category;

- It is present at the crucial moment when the decision to buy is made; and

- Buyers are actively involved with packaging as they examine it to obtain the information they need.

This is why it is essential to communicate the right brand and product values present on packaging and to achieve a suitable esthetical and visual level ( Nancarrow et al. , 1998).

Similarly, McNeal and Ji (2003) underline that the belonging of packaging as a marketing element resides in the fact that it often accompanies the use or consumption of products and, therefore, the possibility of conveying brand values and product characteristics increases. Wit Deasy (2000) points out that the characteristics of a product - it's positioning - are permanently transmitted over seven stages:

1) Point of sale;

2) Transporting the product home;

3) Home storage;

4) Opening;

5) Serving the product for consumption;

6) Reclosing or putting away; and

7) Disposal.

Underwood (2003) points out that, unlike the tr本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。