What’s in your Trolley?

What’s in your Trolley?

How Retail Packaging Influences Buying Decisions

Have you seen the ‘Eat Well for Less’ series on television that encourages families to reduce their food shopping bill?

As part of this programme, favourite food items are placed into plain, non-branded packaging. The twist is that certain items are the same, whilst others are swapped for a cheaper alternative. Can the family members spot the difference?

In many cases, the families are unable to tell if they are consuming their preferred brand. Even if they identify a difference in the taste, texture or aroma, they are still happy to tuck in. Yet when they are shown the super market own option that could save pounds from the shopping bill they seem disappointed.

Branded Retail Packaging

Consumers use branded packaging to make informed choices at the supermarket. We find brands that we identify with because they match our expectations for quality and price. No one wants to spend all day filling the trolley, so opting for easily recognisable favoured brands helps us to get around the store quickly.

The brand we select relates to our budget and quality expectations. We assume that cheaper items will be of poor quality and more expensive items as not being good value. What’s more, we make judgements on the price based on the packaging design. When the price isn’t displayed, we still filter out what we assume will be above or below our price bracket.

Having found a brand we identify with, we are reluctant to change. We believe we’ve made the best choice. Even when we agree that a cheaper option is just as good, it can take considerable persuading to purchase what we consider an ‘inferior’ brand.

Retail Packaging Design

The ‘Eat Well for Less’ series may help people to cut costs, but it also highlights the role of retail packaging in influencing consumer choice. As a producer, you need to invest in packaging design and print. At the point of sale, your product will only tempt buyers if the packaging clearly communicates that your brand will meet their expectations.

If you’ve developed a new product range, a box manufacturer such as Aylesbury Box Company can assist you with retail packaging. We’ll help you find the right solution for how your design and print ideas can be realised at a financially viable price. Get in touch to find out more.