Kosar N.
Candidate of Economics, Associate Professor, Lviv Polytechnic National
University, Lviv, Ukraine
Kuzo N.
Senior lecturer, Lviv Polytechnic National University, Lviv, Ukraine
Bilyk I.
Candidate of Economics, Associate Professor, Lviv Polytechnic National
University, Lviv, Ukrainne
PROBLEMS OF DEVELOPMENT OF FOOD PRODUCTS PACKAGING:
BALANCE OF INTERESTS OF A MANUFACTURER, CONSUMER AND
SOCIETY
Introduction. Under current conditions, the role of food products packaging
increases. It protects goods from damage, preserves their quality and extends their shelf
life. Packaging also improves convenience of the goods using and transportation,
provides consumers with the necessary quantity of the goods, that significantly
increases the consumer value of the product and its competitive capacit. Upgrading of
packaging, producers can introduce the products at new segments of market. Food
products packaging also performs an important communication function and attracts
consumers’ attention by its originality or attractiveness. Packaging expresses
producer’s personal style, specifies the products among the other competitive
producers at the market by means of its design. Thus, a producer should pay much
attention to the form, size, material, colors of packaging, writings on it, considering
needs and advantages of consumers. At the same time, enterprises must take into
account its impact on the environment and the possibility of recycling, that is of
particular importance considering the concept of marketing 3.0 (marketing value).
When designing food packaging, it is also required to consider its impact on logistics
costs of the enterprise in the process of storage and transportation of goods, along with
the requirements to it from consumers and society. Costs for packaging of products
should be reasonable correlated with the costs for the very products and do not cause
an excessive rise of prices for them.
Under present Ukrainian conditions, making design of packaging for food
products, most producers are focused on their personal capabilities, not much
considering needs of consumers and society. Such attitude makes negative impact of
trust on the consumers to some producers and their products, because packaging makes
image of the products. However, under competitive conditions, it is necessary to study
consumers’ preferences concerning material of packed food products and their weight.
Considering interests of consumers and society, it is necessary to make marketing
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