CHAPTER ONE.docx - CHAPTER ONE 1.0 INTRODUCTION 1.1 Background of the Study According to the Department of the Environment of Northern Ireland packaging

CHAPTER ONE.docx - CHAPTER ONE 1.0 INTRODUCTION 1.1...

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CHAPTER ONE 1.0 INTRODUCTION 1.1 Background of the Study According to the Department of the Environment of Northern Ireland, packaging may be defined as “all products made of any material of nature to be used for the containment, protection, handling, delivery and preservation of goods from the producer to the user or consumer”, (Department of the Environment, 2010).This definition holds a level of truth; that of the package being a product and as such ideally different from the product it contains. However, contrary to this, the view of a package as a product independent of the actual substance it bears is of little significance to consumers; theirs is a subconscious assumption of a synonymous nature between the package and the product contained within. As such it would therefore imply a linkage where a highly efficient and welldesigned package would ultimately translate into a product of superior quality, yet researches have rarely isolated the cause of product satisfaction to the product’s package (Hess, Singh, Metcalf, & Danes, 2014).On the other hand, consumer choice, derived from human behaviour has been viewed as a volatile concept, difficult to measure and predict.
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