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Abstract:
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Historically, packaging was a production activity in most companies, performed
mainly to obtain the benefits of protection and convenience. In recent years, however
the marketing significance of packaging has been increasingly recognized especially
in chocolate industry; and today, packaging is truly a major competitive force in the
struggle for markets. Most retailers are inclined to cater to producers that have
effective packaging. In addition, the increased use of branding and the public's
rising standards in health and sanitation has contributed to the importance of
packaging. New developments in packaging, occurring rapidly and in a seemingly
endless flow, require management's constant attention to packaging design. We
have reviewed the literature in order to understand how packaging has got an
influence among the public with respect to chocolate industry. In this paper we
have arrived at decisions related to packaging of chocolate industry. This would
help the management to make an effective strategic decision for chocolate industry |