Advanced Packaging Technology: A Boon for Fruit Marketing

Abstract

India has great potential to produce high quality fruits of different kinds and to export them to other countries but its marketability is still limited to local market. This is due to the delicate nature of fruits, poor handling practices and inadequate storage facilities. The storage life and quality of fruits after harvesting depend on packaging material and storage environment of fruits. Use of proper packaging and cushioning materials help a great extent to enhance shelf life of fruits. In nowadays competitive environment the role of package has changed due to increasing self-service and changing consumer’s lifestyle. Firm’s interest in package as a tool of sales promotion is growing increasingly. Package becomes an ultimate selling proposition stimulating impulsive buying behaviour, increasing market share and reducing promotional costs. Package attracts consumer’s attention to particular brand, enhances its image, and influences consumer’s perceptions about product.