their storage and transportation. Used packaging is also a source of pollution. Thus,
producer should develop packaging with consideration of three groups of factors: needs
of consumers, interests of producer and society, applying the concept of social and
responsible marketing.
Analysis of collected primary marketing information confirms that glass and
cardboard are the most attractive materials in Ukraine for production of packaging for
dairy products, vacuum packaging and plastic – for meat and offal, vacuum packaging
and paper - for sausages and smoked meat, plastic bags – for cereals, vacuum
packaging and plastic bags – for fish. However, consumers consider that the most
attractive is the packaging, which is the safest. Colors of packaging are mainly
considered by young people. The older respondents are, the less impact of packaging
colors is. Capacity of packaging should be also attractive for consumers. Packaging
with capacity of 501-1000 g is the most attractive for dairy products, meat and offal,
cereals and fish, 201-500 g - for sausage, smoked meat and pastry. Deciding to reduce
packaging capacity within a pricing tactics in order to avoid direct rise of prices,
producers should study the response of consumers to such measures, as well as
competitors and their impact on the volume of products sale.
The carried analysis of collected initial marketing information confirms that
consumers of different age groups differ in their preferences concerning material of
packaging and its safety, which can be used for development of efficient marketing
communications of food products producer at the market.
Choosing food products, consumers first pay attention to the information on
packaging of products about tenability, date of production and content of products. It
is determined that women and older people are more intended to choose products in
the packaging, which can be reused.
Producers should analyze expenditures for developing of product packaging, its
promotion, storage and transportation. According to the concept of social and
responsible marketing, they should be focused on reuse of packaging, reduction of the
amount of material for its production, use of such materials, which are harmless for the
environment and can be easily utilized.
BIBLIOGRAPHICAL REFERENCES
1.
Babalisa, A., Ntintakisa, I., Chaidasa, D. & Makrisa, A. (2013). Design and
Development of Innovative Packaging for Agricultural Products. Procedia
Technology, 8, 575-579.
2.
Bilovodska, О.А., Klisinski, J. & Molybog, М.А. (2016). Pakuvannia v
protsesi innovatsijnoi diialnosti iak skladova upravlinnia rozpodilom tovariv
[Packaging in the process of innovative activities as a part of goods distribution
management]. Marketynh i menedzhment innovatsij - Marketing and Management of
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