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This is because it is the package which is in physical contact with the consumer at the retail level (Warlop et al., 2005; Zeithaml, 1988; Rossiter and Percy, 1987).The package should therefore be distinct from the others and be designed in an attractive way so as to get the attention of the customer.For intance, it is cheaper to use a shinny plastic covering as compared to plain cardboard and paper for packaging but most businesses preffer to use the latter in packing their products instead of the former.
As stated in the works of Pringle and Binet (2005) peoples background and their environmental beliefs can have an effect in the consumers choice making process while purchasing a product (p. Hindus view cows as sacred animals thus the chances of the ignoring a product because it has the drawing of a cow on the side is high.
Christians on the other hand will have a higher chance of purchasing the product because they do not have any negative attitudes towards cows.
People are inclined to buy items they recognize with (Shaw et al., 2005, 67-88).