THE ROLE OF PACKAGING IN THE MARKETING OF AGRICULTURAL AND FOOD PRODUCTS

Packaging is an interface, an environment between product and user. Its role is not just to contain and protect the product but also to facilitate the product’s sale by triggering the purchase act. Packaging presents the product and contributes substantial to its sale. The defining elements of the product promotion function includes the identification and presentation of the product, informing the customers, creating a positive attitude towards the product, producing changes in the mentality and habits of the buyers and easing communication with the customer. Packaging is truly the mute salesman” of the product that draws attention, informs and educates aesthetically the consumer.