Marketing approach to consumer packaging of goods

The article discusses the concept of "packaging", "consumer packaging", packaging functions (protective, informational, operational, identifying, marketing). The attitudes of the buyer's attitude to the product that affect the buyer's involvement in the purchase of goods are presented. The authors analyzed the structure of the Russian packaging market, identified the main trends. The author's interpretation of the factors of attractiveness of consumer packaging at the present stage, which includes design, functionality, ergonomics and environmental friendliness, is given. Together, the factors of packaging attractiveness allow the company to achieve quantitative and qualitative goals.