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Studies on Balkan and Near Eastern Social Sciences

Edited By Rasim Yilmaz and Günther Löschnigg

This volume is a collection of empirical and theoretical research papers in the social sciences regarding the Balkans and the Near East written by researchers from several different universities and institutions. The studies include a wide range of topics from economic, financial, political, agricultural, sociological, international relations to historical, cultural, and feminist issues in the region of the Balkan and Near East. The book is aimed at educators, researchers, and students interested in the Balkan and Near Eastern countries.

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Role of Packaging in Sales of Industrial Foodstuffs (Yasemin Oraman / Deniz Çağla Turan)

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Yasemin Oraman1 and Deniz Çağla Turan2 Role of Packaging in Sales of Industrial Foodstuffs Introduction The packaging of industrial foodstuffs is the most important means of transmit- ting a product’s image and taste value. When the nature of its interface and its contents are the product of carefully planned imaging, the product has notable advantages in defining its image and product identity. Modern food trends dic- tate an ever-increasing amount of services: “functional packaging” and “active packaging” are prime examples of this service. The greatest innovation within this category of products literally consists of their interaction with food. These features create numerous fallbacks within all stages of the life cycle of a product, requiring a complex and multidisciplinary evaluation. The evaluation strategy of services are the interests of the intermediary links of the production process (Meroni, 2000). Packaging is of fundamental importance to the purchase, use, and disposal of food products. Like packaging for other products, food packaging stimulates pur- chasing behaviour because it is a medium of attention, information, quality, and aesthetics. Food packaging is typically more important for the storage and use of the contents than the packaging of other everyday products (Bech-Larsen, 1996). Product packaging must be appealing in order to attract and hold the consum- ers’ eye and attention and serves as an efficient and functional shipping container. Changing lifestyles and consumption trends, especially where products are stored before consumption, have made packaging essential and mostly inevitable. The obvious role of packaging is to contain...

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