The promotional role of packaging in attracting Jordanian consumers' attention to local products

Abstract

Producers, manufacturers and resellers have, for long, recognized the importance of packaging in protecting their products. However, many of them still ignore the promotional role of packaging. This phenomenon is clearly seen in the developing world, including Jordan. Therefore, this study aims at examining the importance that the Jordanian consumer attaches to this essential ingredient of products. Using quantitative approach, the research reached many conclusions an recommendations which could be of use to whoever interested in this subject.