Figure 11. Importance of packaging information
Source: developed by the authors
Differentiation of goods by packaging increases their layout on the shelves of
stores, but at the same time, producer’s costs for production, promotion and logistics
are increasing too [5]. When developing packaging of new products or modifying the
existing one, producers should consider that it must be logistically suitable for placing
it in industrial or transport packaging in such a way to maximally use its volume. From
the position of a producers and his/her costs, it is important to achieve appropriate
harmonization of the standard series of food packaging and cargo capacity of vehicles,
which are used for their transportation. Organizing storage of goods, the producer must
also take into account the convenience of packaging.
According to the obtained results of the analysis of collected primary and
secondary marketing information, the authors of the work propose the algorithm of
developing or upgrading of food products packaging (Figure 12).
Process of developing and upgrading of food products packaging should be started
with analysis of available innovative materials and technologies on the field of
packaging with application of benchmarking concept. However, priorities should be
given to such technologies, which do not pollute environment, or materials, which
could be easily processed or utilized. It is necessary to consider whether the chosen
material of products packaging will be attractive for consumers, to choose colors,
capacity and form of packaging considering preferences to some kinds of products, to
5,6
18,3
12
56,3
37,7
68,3
75,4
13,8
13,6
9,3
56,1
31,8
68,2
76,6
14,2
22,9
15,9
55,8
40,6
68,7
77,1
0
20
40
60
80
100
Others
Special offers
Receipts of dishes
Product content
Conditions of storage
Date of production
Tenability
Respondents above 30 years old
Respondents up to 30 years old
For all respondents
%
- 135 -