CREATIVE PACKAGING AS A TOOL OF MARKETING

Purpose of the Study: Packaging is very important marketing strategy to glamorize your product in order to attract the consumer’s attention. Sometimes packaging is so important that it cost more than the product itself in order to lure the consumers to buy it. Most consumers judge a product by its packaging before buying. So it is logical to say attractive packaging is crucial in order to get the first time buyers to buy your products. Packaging should definitely be included in the 4 major P’s of Marketing (Product, Price, Promotion and Place). This paper is an attempt to find out the need of creative packaging as a tool of marketing. For this purpose which kind of packaging and priority over different types of packaging by rural and urban consumers will prefer for buying Fast Moving Consumer Goods (FMCG), especially by collecting information from (25) consumers of rural area and (25) consumers of urban area of Karnal District and (25) consumers of rural area and (25) consumers of urban area of Sonipat Districts, Haryana. Findings of the study: The study revealed that there is a significant difference between rural and urban consumers for their preference of packaging. Majority of respondents prefer eco-friendly packaging because it is a well known fact that pollution has increased many times and to check upon it or to control it, this is the best way to overcome such kind of serious problem of our environment. Very few persons in rural areas, prefer to have only convenient packaging, might be the reason that all other categories are much more important like protective packaging is provided by seller then there is a less chances of spoilage, damage, evaporation etc. or even the packing is more eco-friendly which is good for everyone rather than to be more convenient.