دور التعبئة والتغليف في جذب المستهلك: دراسة حالة مجموعة شركات معاوية البرير الفترة من 2012م -2018م

Abstract

The research dealt with the role of packaging and packaging in attracting the consumer. The problem of research was to answer the following question: What is the extent of the contribution of packaging and packaging in influencing the attractiveness of the Sudanese consumer? The importance of research in its specialization is to study consumer behavior as well as packaging, The aim of the research is to provide a theoretical framework that defines the concepts related to packaging and packaging, as well as concepts related to consumer behavior and purchasing decisions and an attempt to link consumer behavior to the policy of packing and packaging. The following main packaging has an impact on consumer attraction, and this study is based on descriptive analytical methodology, case study. The research found that packaging is of great importance in achieving and gaining the competitive advantage of the company and maintaining its survival in the market by maximizing its market share, which makes it the leader in the marketing of its products at the level of local markets. The packaging plays an important role for every stage of the purchase process. The researcher recommends that packaging help in the process of marketing the product through the specifications it holds, and improve the quality of the casing to meet the competition especially from the outside side, and put the product in innovative packaging, which helps the consumer in the process of consumption, and use more quality standards in the production and design of the packaging and packaging of the product.