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Week 2Welcome to Week 2 of “The 4 steps to every consumer purchase”. If you missed week 1, you can find it here.

When consumers shop they follow four steps before they make their purchase. Understanding the pattern and focusing on how this relates to packaging can help to sell more product, while increasing profits. In week one we talked about the first step, scanning. Consumers start the purchasing cycle by letting their eyes scan the products until one specific product wins their attention.

Step 2:
The consumer has now found a product they like, what do they do next? They look at the price.  Seems pretty straight forward, right?  Well it is…but the important thing in this step is to understand what questions the consumer asks after they see the price.

The Questions:
After the consumer views the price of the product, they ask themselves the following questions:

  1. Is the price what I expected to pay for the product?
  2. Am I getting the best product for the money?

Before the consumer looks at the price, they have an idea of what the cost should be.  So, how does packaging play a role in this step?  Simple, more affordable packaging can reduce the overall cost of the product.  The cost of your packaging can help you to be more competitive and win more sales.

There are some simple ways to get cost of out your products packaging without sacrificing quality or overall design.  Reducing the product to package ratio and using alternative recycled materials are good places to start, but there are many other ways to reduce cost.  New designs that can attract more consumers should be considered as well.

The goal is to improve each step of the process.  Creating a new design that is more attractive along with reduced costs in packaging is a great combination that will help to win the sale.

Join us next week as we learn what happens when the consumer isn’t satisfied with the price point of your product.

Don’t miss a week! To get the next post in this series sent directly to your email, subscribe at, www.brianpankratz.com.

To learn more about creating packaging designs that save you money and increase profit, contact Brian Pankratz, bpankratz@mercuryplasticsinc.com.