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June 9, 2010
- ISIDORE Id: 10670/1.f8f873...
- hal: hal-00934893
info:eu-repo/semantics/OpenAccess
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Retail marketing Consumer goods--Marketing Retail trade--Marketing Domestic marketingCite this document
Marie Pinto, « Vers une clarification du concept de packaging : nécessité d'une approche interdisciplinaire », HALSHS : archive ouverte en Sciences de l’Homme et de la Société, ID : 10670/1.f8f873...
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Abstract
The role of packaging is very important for manufacturers and distributors . There is a growing complexity of packaging related to changes in technology and improvements in graphics software : models in three or two dimensions, with illustrations and images , verbal and non-verbal information are increasingly numerous, materials , shapes and colors change. Marketing managers emphasize the importance of packaging must both complete protection functions , conservation but also information. But these objectives are becoming more complex to face economic and ecological imperatives. What are the factors that influence consumers to choose packaging ? The purpose of this communication is to establish an inventory of marketing research. After defining the packaging, its role in literature, we propose to complete marketing approach by a semiotic approach.
