� Facilitates dissemination of information: A major benefit of packaging is the information on it conveyed to consumers. Such information includes directions on how to use the product and the composition of the product, which is needed to satisfy legal requirements of product disclosure. Packaged goods usually have all the relevant information about the producer and the product. For example physical address, phone contact, quantity of product, ingredients, caution, and much more, are all indicated on the package material.
� Acts as an essential marketing tool: The secondary package indeed acts as an important marketing tool for businesses especially if it is used to convey the brand’ s positioning. In this way, packaging increases product awareness thereby stimulating buying.
� Extends storage and shelf-life of a product: Another functional value of packaging is in extending storage and shelf-life of a product. Packaging makes it possible for those in business to store their products before they actually get spoilt since packaged products are prevented from atmospheric conditions, rainfall, pests, dust, etc. New technology allows products requiring refrigeration to be packaged in paper-sealed containers, which dramatically increases their shelflife.
� Packaged goods are easy to sell: Packaging makes it easy for business firms to transport and handle their products. Therefore, since packaged goods are easy to handle and transport, it becomes easy for salespersons to move around with them during the selling process. Arguably, it is easy to sell packaged goods through different channels.
� Increases customer valuation for the product: Many organizations using expensive and complex packaging since it leads to increase in customer valuation of the product more than it increases the price. Customers are always ready to pay a higher premium for well packaged goods than those that are poorly packaged or not packaged at all.
� Defines the product: Packaging has the primary task of protecting the product in distribution and in use, but in actual sense it really defines the product. For instance, packaging defines the quantity in which a product is sold( e. g. 30 eggs per tray). It also decides( or determines) the method of usage.
� Packaged goods enhance brand loyalty: Branding and packaging are very closely related. Packaged goods often capture the attention of many customers thereby fostering brand loyalty. Brand-loyal customers are a significant source of value for firms. Such customers are normally less price sensitive. The marketing and promotion costs are much lower as firms do not have to
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