Yes, packaging has acquired great significance in the marketing of goods. Its functions can be understood as:
(i) Product Protection: Packaging protects the contents of a product from spoilage, breakage, leakage, pilferage, damage, climatic effects, etc. This kind of protection is required during storing, distribution and transportation of the product.
(ii) Product Identification: Packaging greatly helps in identification of product among several other products. Colour of packaging, style, shape of packaging, etc., helps the customers to recognise the products.
(iii) Facilitating use of the Product: The size, shape of the package should be such that it should be convenient to open, handle, and use for the consumers. For example, new bottles of shampoo, pet bottles of cold drink, tubes of toothpaste, etc.