Abstract:

Today, the packaging is an effective marketing tool used by manufacturers and is an integral part of product strategy. Well-designed packages both provide convenience for consumers and consist of a part of manufacturers' promotional activities. While marketing units are considered price, product, distribution and promotion, many marketers regard packaging as the fifth P of marketing. Packaged products are becoming increasingly important in today's competitive markets. Mostly, packaged products offered to consumers in supermarkets and hypermarkets undertake as the role of silent vendors on shelves, and the right packaging choice is important to reach the end-user especially. Package; it is a material that surrounds the product, provides a safe way of preserving, storing, transporting and even introducing it, which adds value to the product. Attitudes are trends that constitute the psychological dimension of the factors that affect consumer behaviour. Knowing the direction and severity of consumer tendencies is important for producers to be able to move towards these trends or to change consumer attitudes. It is equally important in developing packaging strategies to knowing the attitudes towards package. The purposes of this study are to examine the relationship between the package characteristics of the products and the attitudes of the consumers in the product choice, to investigate the relationship between demographic variables and package characteristics of the participating consumers, and the relationships between demographic variables and attitudes of consumers in product choice. By an application in the province of Ağrı, these relationships have been examined with statistical methods and suggestions have been presented.