Informational Elements

The informational cues of packaging considered in this research are packaging material and product information.

2.6.2.1 Product Information

Product information plays a key role in dispensing pharmaceutical products in healthcare delivery. End-users of herbal medicines sold at the over-the-counter require readily accessible and reliable information to ensure rational and safe use of the drugs (Raynor et al., 2015). It is recommended that the information provided on the package must be legible and easily assimilated to avert any risks of confusion and medical errors (European Medicine Agency, 2011). Product information aids patients and other users to understand the content of the drug. The label, together with the package leaflet or insert, is the key source of information for patients relating to the correct use of the medicinal product, potential drug adverse reactions and interactions, storage conditions as well as the expiry date. With regard to non-prescription drugs, the printed information may constitute the only pharmaceutical instructions that the patient receives (WHO, 2002a).

Empirical evidence demonstrates that customers depend largely on printed information on the package when deciding on OTC drug purchases rather than prescription medicines (Kim & King, 2009). Additionally, a study indicates that 40.2% of customers relied on printed information when making a decision to purchase OTC medicines whilst 30.5%, 9.4%, 7%, 4.7%, 2.3% and 5.9% depended on family and friends, pharmacists, medical doctors, radio/TV advertisements, journals and books and the others respectively (Sansgiry et al., 2001).

It is also emphasized that written information on the package facilitates the easy recognition of the medicinal product (Lalor, 2011). Dransfield, Zamora, and Bayle (1998) pointed out that product information has a critical influence on perceptions of quality and preference. Past research also reveals that product information is used to infer the quality of the product (Silayoi & Speece, 2007). Indeed, printed information on the package has the potential to reduce risks inherent in purchases, signals quality and directly aids customers in making buying decisions. This becomes possible as written information on the package conveys search, experience and credence attributes of the product (Dimara & Skuras, 2005).

It is argued that when customers are faced with array of product choices (Wright, 1997), customers search for a message that can reassure them that their purchases will meet their expectations (Dimara & Skuras, 2005). Written information on the package provides such assurance to customers by supporting the advertising claims (Wright, 1997), establish the brand`s identity and enhance name recognition (Mahajan, Vaisha, Gupta, & Dholle, 2013). Product information is of great importance in constructing an image that customers may recall when making brand choice (Dimara & Skuras, 2005).

Silayoi and Speece (2007) are of the view that the package layout is essential for presenting information. In their view, the label can be a source of confusion by conveying large volumes of information or inaccurate and misleading messages. In most cases, in order to maximize the message on the product package, designers use too small text sizes which impair readability. This can adversely affect the quality of the decision-making process and customers` rights to safety and information. Underwood and Ozanne (1998) pointed out that when the written information on the package does not communicate well, customers` frustration increases, and most of them do brand switching and discontinue the use of the brand.

2.6.2.2 Packaging Material

Packaging materials must adequately provide stability and shelf-life to drugs to preserve the product`s identity, strength, quality and prevent contamination (Saha, 2011). Smith and Taylor (2002) argued that packaging materials influence perceptions of product quality. Silayoi and Speece (2007) also pointed out that the technology image appears to be a peculiar element compared to the other informational attributes because it communicates messages that are

usually linked to a customer`s lifestyle. Thus, current trends in packaging technology have resulted from changes in customer lifestyle and an increase in product innovations.

Furthermore, it has been recommended that the information conveyed through the technology of package development must fully satisfy the customer criteria, and more importantly, must be presented visually as one of the marketing communications cues. Many functional package features, such as the lightweight plastic bottles, aseptic packaging, child-proof seals and no drip sprouts, and zip-lock bags have improved the functional and symbolic utility of packaging. The symbolism relates to role associations and convenience provided by the product packaging (Underwood, 2003). The functional utility, on the other hand, is associated with superior performance, ease of disposal, protection and enhanced security. For many non-durable customer goods, the added functionality through innovations in packaging can improve the brand`s identity and provides a critical source of differentiation in a particular product category. For example, blister packaging conveys user functionality with respect to convenience, and child and tamper resistance. Moreover, it has the potential to provide quality protection to the environment in addition to aesthetic presentation, information, and identification (Pilchik, 2000; Chirag et al., 2012).

Silayoi and Speece (2007) highlighted that innovations in packaging have become increasingly important because customers who are busy and convenience-oriented pay more attention to the convenience features conveyed by the packaging technology. An empirical evidence also suggests that packaging innovations can increase a customer`s likelihood of buying a product (ibid). In similar research, the participants felt that packaging innovation has an effect on convenience and the actual product (Silayoi & Speece, 2004).