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Article | June 30, 2005
Wooing women with packaging
Women either make or influence 85% of all purchasing decisions, and consumer packaged goods companies are waking up to that fact.
First see the product though the woman's eyes rather than the package designer’s or brand manager’s point of view. Women in Packaging research indicates that attributes such as the shape and color were important to people in the packaging industry but not so important to the average consumer. The mostly highly rated characteristics that both groups agreed upon were convenience ease of storage and female friendly elements such as the size of package and handles for carrying. Second consider how and where the product will be purchased. External factors can influence the purchasing decision as to how and where a woman shops. Recent studies show that women on average no longer make one big stocking-up trip” to the store. In fact they make numerous short trips to get the essentials for the moment. Today's shoppers are under tremendous time constraints and are willing to pay a premium for the privilege of more free time. Third it is imperative to get noticed. How can you grab their attention? Make packaging simple and easy to read and use. More than 89% of survey respondents said they would not purchase a celebrity endorsed products and those who did were embarrassed to admit it. Cause-related marketing also scored low on the scale of importance in influencing a purchase as did their concern for the environment.
But according to Women in Packaging research product packaging still has a ways to go in resonating with women.
JoAnn Hines Women in Packaging founder says women perceive products differently than males. They have different expectations of products. Women say that they product manufactures don't understand their wants and needs either. In fact 59% of women feel misunderstood by food marketers. This market segment accounts for 60 to 70% of all product packaging.
So how do you get women to connect with your packaging? Hines offers the following three ideas:
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