Built Enivornments and Obesity in Poor Neighborhoods - Free Essay Example

Sample details Pages: 6 Words: 1757 Downloads: 3 Date added: 2019/02/06 Category Society Essay Level High school Tags: My Neighborhood Essay Did you like this example? America is one of the â€Å"wealthiest countries in the world and accordingly has high obesity rates† (Levin 2667). One-third of the American population is affected by obesity (Levine 2667; Gray et al. 2; Xu and Wang 19). Don’t waste time! Our writers will create an original "Built Enivornments and Obesity in Poor Neighborhoods" essay for you Create order In addition, obesity rates are higher among the residents from low-income communities (Lovasi et al 7; Perdue 821). Obesity prevalence rates in the U.S. vary a great deal across states, which range from â€Å"21.3% in Colorado to 35.1% in Mississippi and West Virginia in 2013† (Xu and Wang 19). Obesity is â€Å"a major risk factor for heart disease, diabetes, stroke, depression, sleep apnea, osteoarthritis, and some cancers† (Xu and Wang 19). Moreover, Rahman et al. note, â€Å"Obesity is predicted to shorten life expectancy of the average American 2 to 5 years† (50). Take the case of Mississippi, which is one of the poorest and most obese states in America. Accordingly, NPR reports that with obesity rate of 42%, the average life expectancy for men in Holmes County, Mississippi is 65 years (Tackling Obesity Amid Poverty In A Mississippi County 00:00:01- 00:00:21). Thus, obesity is a precursor of different chronic illnesses that leads to decreased human life expec tancy. The increasing number of obese people in poor neighborhoods is linked to the unfavorable conditions of built environment, which is understood as â€Å"human-made resources and infrastructure designed to support human activity, such as buildings, roads, parks, restaurants, grocery stores and another amenities as compared with natural environment† (Xu and Wang 19). Hence, built environments have significant effects on resident’s health based on the available resources in their surroundings. In similar fashion, Rahman et al. reveal, â€Å"Lower-socioeconomic status neighborhoods are at higher risk [of becoming obese], as these communities often have limited access to recreational facilities and food stores with healthful, affordable options† (51). Built environments encourage ‘obesogenic’ or obesity-generating behaviors among residents in poor neighborhoods; therefore, the government could help alleviate the problems of increasing number of obes e people in poor neighborhoods. Food Deserts and Obesity Bader et al. remark, â€Å"Food deserts, or neighborhood environment with limited access to healthy and affordable food, are believed to contribute to poor diets and to elevated prevalence of obesity . . .† (411). Thus, food desert conditions that limit access to healthy and affordable food and give options of cheap yet unhealthy food contribute to growing obesity rates in poor neighborhoods. According to Sallis and Glanz, â€Å"fast-food restaurants in particular have identified as a potential contributor to a higher prevalence of obesity† (135). In addition, Rahman et al. emphasize, â€Å"A high density of fast-food restaurants, convenience stores, and bars, along with concentrated media marketing, all promote unhealthful food choices and hinder good nutrition† (51). Similarly, Xu and Wang add, â€Å"An individual with a high level of consumption of fast foods and sugar-sweetened beverages . . . has a high risk of obesity† (19). Thus, the congestion of f ast food restaurants in poor neighborhoods encourage the residents to purchase and consume fast foods which are known to be ‘more’ affordable yet have low or no nutritional value. Even more, Lovasi et al. reveal, â€Å"Poor neighborhoods had less access to supermarkets but more access to small grocery and convenience stores. Compared with supermarkets, small grocery stores and convenience stores may have produce that is poorer in quality and more expensive† (9). In the same way, Perdue argues, â€Å"In the United States, small grocery stores and convenience stores tend not to stock much selection of healthier foods† (823). Likewise, Bader et al. add, â€Å"Access to convenience stores†¦ is associated with a poorer diet and poorer weight status† (411). Furthermore, Sallis and Glanz argue, â€Å"Low-income and racial or ethnic minority communities usually have less access to supermarkets and a greater concentration of fast-food restaurants, and the quality of goods offered tends to be worse in these neighborhoods† (139). Consequently, the presence of fast-food restaurants and convenience stores in poor neighborhoods constrain the residents’ ability to access healthy food. Aside from less access to affordable healthy food, Debbie Elliot of NPR News, reports, â€Å"Its still cheaper to pick up a can of processed corn than to buy four ears of fresh picked† (Tackling Obesity Amid Poverty In A Mississippi County 00:05:15- 00:05:21). In the same way, there are several pantries that seek to support the low-income residents in filling in the gap of food access among poor residents. For example, in New Brunswick, Five Loaves of Pantry serves clients with food options ranging from frozen meat, processed meat, ready-to-eat food, canned goods, chips to some crops and produce like potatoes and bananas. Although the pantry provides food for free, the nutritional value is not guaranteed. In other words, not only the presence of more fast food restaurants and local grocery stores and convenience stores restrict residents from poor neighborhoods to access healthy food, but also the limited income of the residents and the variety of unhealthy food that is freely provided by community pantries. Physical Inactivity and Obesity Aside from inaccessibility of healthy food, another factor that contributes to the growing number of obese people in poor neighborhoods is physical inability. Xu and Wang define physical inability as â€Å"no leisure-time physical activity or exercise† (20). There are two major causes of physical inability among people in poor communities. First, there is less access to recreational infrastructures and exercise facilities that hinders physical activities among residents. â€Å"In one study of rural residents, the perception of a lack of place to be physically active was associated with being obese and inactive, and this association was stronger among lower-income participants† (Lovasi et al. 9). Accordingly, Lovasi et al. points out that lacking access to physical activity outside the home such as neighborhood streets, walking or biking trails, parks, or exercise facilities such as gymnasiums or pools, may discourage physical activity and promote obesity (9). Furthermor e, as the most common physical activity in the United States, walking frequently occurs along neighborhood streets, making streets and sidewalks as important venues for physical activity (Lovasi et al. 9). However, Rahman et al. observe, â€Å"Communities that have low-density development patterns, poor street connectivity, and a lack of destinations within safe walking distance adversely impact health behaviors, which in turn contributes to obesity and other chronic illnesses† (52). Not only the less access to recreational and exercise facilities, but also crime and safety-related perceptions discourage physical activities among residents. In Perdue’s view, â€Å"crime and perceptions of crimes are affected by features such as abandoned buildings, vacant lots and poor lighting, and may be significant deterrents to outdoor activity such as walking or using parks or playground† (824). Thus, the presence of these vacant lots and buildings as well as poor street lighting discourage residents to engage in physical activity such as walking or playing in the parks. Moreover, Bader et al. conclude, â€Å"There is a some evidence that fear of crime and other safety-related concerns discourage people from neighborhood walking or other forms of outdoor physical activity† (411). For example, Lovasi et al. specify, â€Å"Perceived safety from crime has been associated with physical activity for African-American women in Chicago, Illinois† (16). T herefore, in Chicago, Illinois, which also has a high rate of obesity, African-American women consider the lack ofcrime safety as a cause of not walking or doing exercise out-of-door. Similarly, Xu and Wang add, â€Å"More anxiety about neighborhood safety may deter physical activity and help explain a higher obesity rate in inner city areas† (20). Thus, the anxiety caused by the perception of crime prevents the residents to engage in physical activity. As a result of physical inactivity, the residents become obese or more obese. Thus, crime and even the fear that crime can happen discourage residents in poor neighborhoods to go out of their house to engage in outdoor physical activity and exercises. Current Solution Currently, there are government efforts to help alleviate the health problems such as obesity in poor neighborhoods. Undoubtedly, Sallis and Glanz mention that â€Å"policies are the primary mechanism for making environmental changes and include formal and informal rules, laws, and regulations. Both government and industry policies control food environments. Policies pertaining to parks and recreation, education, transportation, and planning departments in governments at multiple levels have direct responsibility for physical activity environments† (125). Therefore, government intervention includes policies, rules and regulations that seek to address the problem in healthy food access and â€Å"in order for people to be more active and have healthier diets, they need access to safe places for recreation, neighborhoods that are walkable, and local markets that offer healthful, affordable food† (Rahman et al. 55). Thus, the government make policies to control food environ ment and increase the access to safe places that are conducive to physical activity among residents in poor neighborhoods. For example, in California, in order to give low-income residents access to healthy foods, the Food Policy Task Force endorsed the creation of a regional food system (Rahman et al. 52). Similarly, restaurants in New York and Seattle provide calorie, fat and other nutritional information on menus (Sallis and Glanz 137). Lastly, despite being not so popular in the poor neighborhoods, there are efforts to conduct community-based education for preventive measures to promote health and wellness (Rahman et al. 50). Despite these policy interventions, Lovasi et al. stress that strategies for behavior change should be considered in line with modifying the built environment and implementing policy interventions (16). Therefore, there are several efforts to modify the built environment in poor neighborhoods in order to promote physical activity and reduce the residentsâ €™ access to unhealthy food. In conclusion, obesity is one of the problems that is prevalent in poor neighborhoods. The number of obese people in poor neighborhoods is growing. Evidently, two major reasons contribute to this problem—lack of opportunities to access healthy and affordable food and the presence of barriers to physical activity. The prevalence of small grocery stores, convenience stores and fast food restaurants encourage low-income people to purchase and eat unhealthy food with high calories and fat. Consequently, unhealthy food consumption leads to excess weight. The low physical activity of residents in poor neighborhood is due to the lack of access to safe recreational facilities. Additionally, because of the high crime rates, people are discouraged to go out of their houses in fear of being exposed and victimized by crime-related activities. As a result, this physical inactivity leads to gaining more weight. Although there are government efforts and policies to modify the built environme nt, it is argued that these changes should be considered in the context of strategies of changing behavior. There is a need to make aggressive efforts to slow down this health epidemic that affects the poor neighborhoods. Therefore, strategies such as preventive programs that promote health and wellness should be encouraged in the poor neighborhoods, as the existing policies to change the built environment are being implemented.

The Effects Of Concussions On The Brain - 1698 Words

Introduction: A concussion is a mild form of traumatic brain injury (TBI) caused by a sudden or violent blow, bump, or jolt to the head. Concussions can also occur from a fall or a blow to the body that causes the head to move rapidly back and forth. These types of sudden or violent impacts make the brain accelerate inside of the skull, in movements called coups and contrecoups. These movements lead to the brain striking the front and back of the skull, damaging the delicate and vital organ. The Hippocratic Corpus, a collection of medical works from ancient Greece, is the first written work to mention concussions, and it discusses loss of functions such as speech, hearing and sight that can result from commotion of the brain2. The idea of a disruption of mental functions by a shaking of the brain remained the accepted understanding of concussions until the 19th century. The Persian physician Muhammad ibn ZakarÄ «ya RÄ zi was the first person to use the term cerebral concussion in the 10th centu ry A.D., and his definition of concussions as a transient loss of function with no physical damage, paved the way for the medical understanding of the condition for centuries. Since then we have come a long way in our understanding of concussions, and since concussions are common injuries, a lot is known about how they occur, and what their effects are upon the human body. According to the CDC, 1.6 million to 3.8 million concussions occur each year in the United States and 5-10% ofShow MoreRelatedThe Effects Of Concussions On The Brain1164 Words   |  5 Pages[ABSTRACT] Concussions are complex cerebral injuries that result in a series of metabolic events within the brain. The changes are seen in the fragile neuronal homeostatic balances where changes in the elevations of glutamate and potassium have been identified. 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A concussion is a traumatic brain injury that causes swelling of the brain s soft tissue and disrupts normal brain function (Concussion). A concussion has potential to impact memory and coordination for the rest of the athlete s life along with lead to other, more serious, brain injuries. In order for athletes to reduce the effects from concussions, they need to be educated on the symptoms, ways to avoid the injury, and the possible lifelong effects. ForRead MoreThe Rush Under Those Friday Night Lights1426 Words   |  6 Pageswere the symptoms of a concussion. I should not have stayed in the game. This is why there should be more precautions taken to prevent concussions in sports. These include properly informing athletes and coaches about concussions and making other small adjustments such as limited contact in practice and stricter rules during the game. A concussion is a type of traumatic brain injury caused by a blow to the head, fall, or any other sudden movement that shakes or jars the brain inside of the skull (HealthwiseRead MoreThe Effects Of Concussion On Young Athletes1748 Words   |  7 PagesConcussion in Young Athletes Tennessee State University Kenji Anderson Introduction When youth participate in sports, they are at risk for multiple types of injuries. One of the most common and dangerous sports-related injuries is concussions. Although concussions are one of the most visible sports injuries, it is often hard to diagnose. Symptoms of a concussion can be vague and uncertain, which can inevitably lead to more harm to an athlete. Athletes who play with concussionsRead MoreEssay about Concussions Around The World685 Words   |  3 PagesConcussions are a rising issue in the daily life of many athletes in the sports of hockey, soccer, football, and skateboarding. Every 21 seconds, someone in this country encounters a brain injury. Concussions are brain injuries caused by jolts or hard hits around the head. When the tissue of the brain slams against the strong, thick skull in your head, a concussion is very common. This leads to either swelling of the brain, â€Å"torn blood vessels, or injury to the nerves.† (Haas) Eventually, the result

Lord of the Flies Intelligence and Good vs. Evil Free Essays

Good versus evil is a common concept used often in storytelling, writing, plays, movies, etc. the basic story line is commonly used and developed to mold different ideals, meanings, and lessons into different types of works. William Golding’s novel the Lord of the Flies falls into this category of works with the good versus evil story line. We will write a custom essay sample on Lord of the Flies: Intelligence and Good vs. Evil or any similar topic only for you Order Now Boiling the novel down to its most basic state it is a story of a group of boys. They all start out in a state of innocence, then as they adjust to their new surroundings after being stranded on a deserted island with no adults; they chose whether or not they turn from their innocence. When the boys turn from their innocence they go from being good to evil, or as the interpretation of this novel is commonly perceived the boys go from being civilized boys to savages. It is in this sense that civilized and good can be used interchangeably for this interpretation, and the same for evil and savagery. Golding puts an interesting twist to this basic plot right in the beginning of the story. Golding takes the story from just a simple tale of good versus evil to good versus evil with competing ideas of intelligence. Right in the beginning of the novel we see these ideas of intelligence take form. As the story builds the differences in the types of intelligence grows and becomes more distinct. From there the competition of good versus evil begins. After their plane crashes the boys who were on the plane to escape the warfare in England are scattered on the island. Ralph, the first boy we are introduced to meets another boy named Piggy. â€Å"It’s a shell! I seen one like that before. On someone’s back wall. A conch he called it. He used to blow it and then his mum would come. It’s ever so valuable-â€Å"(15). With Piggy’s help Ralph uses the conch they found to call out to the other boys on the island. This is the first hint at the two types of intelligence. Piggy is already exhibiting signs of natural intelligence. This type of intelligence is developed based on the sensory analysis of the surroundings. This intelligence is more advanced and enables Piggy to think in more civilized, advanced ways. He is immediately made fun of for his appearance and as the story progresses is mocked as a know-it-all. No one listens to Piggy, even though the conch and the meeting were his ideas no one realizes this, nor do they care. Once all the boys are gathered together there is a vote on who should be chief. A boy named Jack is introduced as the leader of the choir boys and he wants to be chief, but when put to a vote Ralph is elected. Ralph does give the choir to Jack and asks what they would like to be. Jack tells Ralph that he and his choir shall be the hunters. Ralph depicts more social intelligence. Ralph knows how to work a crowd, how to lead a group, and how to gain respect. â€Å"Everybody must stay round here and wait and not go away. Three of us- if we take more we’d get all mixed, and lose each other- three of us will go on an expedition and find out† (23-24). This act showed that Ralph was able to get the attention of the boys at any time and that the boys would actually listen to him. His ability to be able to accomplish this as quickly as he did really shows his true social intelligence. â€Å"If a ship comes near the island they may not notice us. So we must make smoke on top of the mountain. We must make a fire† (38). Ralph does show some natural intelligence as well, but not nearly as much as Piggy exhibits. Jack also shows a form of social intelligence. He is able to keep command over his choir and they listen to him no matter what. This shows that in the beginning of the story even though the boys are all different, have different types of intelligence, and have mixed feelings about the situation they are still united together as a whole. â€Å"All day I’ve been working with Simon. No one else. They’re off bathing, or eating, or playing† (50). The boys begin to slack and begin to realize that there aren’t consequences or punishments for the wrongs they do. Jack and his group of hunters become obsessed with the idea of killing a pig, and are the only ones exempt from helping build shelters, though the other boys don’t really care enough about their orders to help build or gather food. It’s at this point in the novel where there are serious signs of cracks and issues with the order system the boys have put in place since being on the island. Jack is beginning to slip into a more savage state, and is using his social intelligence to bring other boys down with him. The improvised form of society that the boys have created is already starting to weaken and fall. Kill the pig. Cut her throat. Spill her blood† (69). â€Å"Look! We’ve killed a pig-we stole up on them-we got into a circle-â€Å"(69). It is at this point in the novel where the group of hunters, the boys who killed the pig, have turned from innocence. The kill they had obsessed over finally happened and they were proud of themselves for killing. The a ct of killing a living creature, something they never had done before, was the true turning point for them. There was no turning back from it; the hunters even painted their faces, this sense of wearing a mask, pretending to be someone else enabled them to kill. ‘But they’ll be painted! You know how it is. ’ Eric says. The others nodded. They understood only too well the liberation into savagery that the concealing paint brought. ‘Well, we won’t be painted,’ said Ralph, ‘because we aren’t savages’† (Golding 172). Ralph is starting to understand that Jack and the group of boys who follow him are starting to turn to a more evil state. Ralph still tries to use his social intelligence and command over his boys so they don’t go over to Jack’s side. Within Jack’s group the obsession with hunting caused the boys to let the fire go out, and subsequently lose a chance at rescue. The hunters didn’t really seem to care about the fire; they were still overly hyped up about their kill, swearing that they would hunt again and bring back even more meat. As the boys become more and more content with letting go with the rules they get closer and closer to losing their sense of civilization completely. â€Å"‘If I blow the conch and they don’t come back; then we’ve had it. We shan’t keep the fire going. We’ll be like animals. We’ll never be rescued. ’â€Å" (Golding 92). As the boys start to fulfill their own wishes of hunting and playing they get sick of listening to Ralph and being controlled by the conch. They don’t want to do work; they just want to have fun. Jack rebels against Ralph and makes his own â€Å"tribe,† where he could be the leader and he would no longer be controlled by the conch. Evil starts to arise rapidly; the majority of the older boys side with Jack and abandon Ralph’s authority. After that Piggy, Sam and Eric are the older boys who remain with Ralph. As the night wears on, some of the â€Å"littleuns† sneak off to join Jack. This is truly the end of their makeshift society, it has completely failed. After the split of the group it appeared as though things could settle down, but Ralph and his boys find that it is nearly impossible to keep the rescue fire going. They need to ask the others for help but Jack’s boys are too afraid to help them. Jack had taken to using torturous and intimidation methods to keep control over his group. He wears a mask, like he did when he killed the first pig; this seems to allow Jack to give in completely to his â€Å"evil† savage side. It was while celebrating their savageness and reenacting the kill that they got carried away and got themselves overly worked up. The beast struggled forward, broke the ring and fell over the steep edge of the rock to the sand by the water. At once the crowd surged after it poured down the rock, leapt on to the beast, screamed struck, bit, tore. There were no words, and no movements but the tearing of teeth and claws† (Golding 153). The wickedness in all of the boys deludes them into mistaking Sim on, the only truly â€Å"good† pure boy, as the beastie. Simon was considered to be the â€Å"pure† boy, the epitome of civilization and innocence. Jack and the other boys had completely given themselves over to their evil sides, giving in to their natural instincts and savagery. Social Intelligence and natural intelligence are both qualities that help a person to be successful in life. However, overall, society puts greater worth in social intelligence. The abilities to work with others, lead and motivate others, and inspire others make a person successful in life. Just like good and evil, social and natural intelligence go hand in hand. One is not greater than the other, but like people believe good is better, people put more stock in social intelligence. In Lord of the Flies the boys put their trust in Ralph, but as time goes on, and rules begin to be broken, the less control Ralph seems to have. Social intelligence will only go so far, it can’t be natural instincts. Natural instincts are hidden behind the rules and expectations of society. When they begin to dwindle and those instincts become more prominent, that natural intelligence becomes important, it can be the intelligence or lack thereof that can make or break a situation. Without one, evil or good, natural intelligence or social intelligence, the other is not really known. Without evil how would we know what good is? If everyone was socially intelligent how would we know what natural intelligence is? The answer is we wouldn’t have a way of knowing. A person cannot know one without knowing of the other. Intelligence and good and evil all work together, as seen in Golding’s novel. Jack possessed the same kind of social intelligence as Ralph, but when he gave in to evil his social intelligence the power it gave him over the other boys allowed Jack to change the atmosphere of the island and turn the boys away from goodness and civilization. Piggy had natural intelligence but because he lacked any real social intelligence he was shunned, mocked, and in the end killed for this. He came off as a know-it-all and a whiner; this annoyed the other boys and eventually led to his demise. The boys didn’t put any stock in natural intelligence; they put all their stock in social intelligence and natural instinct. Ralph, with Piggy’s help, was able to remain civilized and good. Though he lost his hold on the boys he still had his social intelligence, and even some natural intelligence of his own to rely on. When Ralph was in charge his positive outlook affected the boys as well, they were positive because he was positive. The struggle between good and evil does not just affect the person who’s battling it within themselves, it also affects those around them, and subsequently can change them too. ? How to cite Lord of the Flies: Intelligence and Good vs. Evil, Papers

Effect of Product Packaging in Consumer Buying Decision

Question: Discuss about the Effect of Product Packaging in Consumer Buying Decision. Answer: Introduction Product packaging process has become one sales promotion tools that determines the consumers buying behaviour. The literature study will provide the insightful ideas about the necessary factors that drive a brand towards success. According to Raheem, Vishnu and Ahmed (2014), packaging process is considered as the maintenance of the whole package that becomes the ultimate selling proposition. It helps in stimulating the impulsive purchasing behaviour as well. The effective packaging process increases the market share and sales ratio by reducing the promotional and market costs. Kuvykaite, Dovaliene and Navickiene (2015) implied that the consumers usually attracted towards the appealing features of the product packaging. It is one of the most beneficial strategies to increase the brand image and stimulating the consumers perception regarding any particular product. The packaging process includes many factors that are instigating the customers to determine their purchasing decision. The literature review study will concentrate on these factors to reflect on the effectiveness of product packaging process. Concept of Product Packaging According to Velasco et al. (2016), the definition of packaging system may range from simple to complex functionalities. It is generally focusing on the holistic and more extensive interpretations. The packaging process of the product is often conceptualized as the method of establishing the extrinsic value of the goods. Stolzenbach et al. (2013) implied that the process usually involves different activities that represents the final attribute of the product. However, the product packaging is the container of the product to be covered with the proper colour, labeling, and shaping processes. The colours used in the product packaging system are often drawing the attention of the consumers. ST Wang (2013) opined that it is necessary to determine the colour of packaging because it helps in differentiating the product from the other competitors products. Hence, it can be stated that colours play a suggestive role in ensuring the decision-making process of the consumers. Elements of Product Packaging: Product Colour, Label, Materials The companies often pay attention towards the colour combination for emphasizing the different mood. For example, red colour is used for trust, black colour is used for power, green for organic or balance and keeping the nature of fresh. It is an essential component for making the purchasing decision (Gifford and Nilsson 2014). Consumers usually prefer the certain colour at per their own preferences. They are sometimes inclined towards purchasing the specific colour of the products that symbolizes the religion or culture. According to Van Ooijen et al. (2016), product packaging process is associated with four distinct marketing functions. First, it helps in containing and protecting the actual product. The second function of the packaging process is to promote the brand of the products to the potential customers in the market. Third aspect is ensuring the products are usable to the consumers. The final aspect determines that the products are protected from the environmental damages. Therefore, it can be implied that product-packaging process is more about only protecting the products, but it helps in developing the image of the brand to the potential customers. Therefore, if the company fails to pay attention towards the design of the product package, it may decrease the chances of ensuring visibility and attractiveness (Konstantoglou et al. 2016). It is one of the most fruitful methods of increasing the sales ratio. Product labeling is another most attractive feature of product packaging. The effective product labeling is providing the adequate information related to the product ingredient, product category, and the product instructions. The labeling helps the consumers to decide whether they can buy the products or not. The products are not only guided by the taste, it also guided by some of the recognizable and extrinsic factors, such as price, labeling, origin, and brand awareness (Vyas 2015). Consumers always feel pressure to make the purchasing decision by judging the products with these categories. When the product packaging informs the customers about these specifications, it becomes easier to the customers to decide which product and brand is to be selected. Maniatis (2016) explained that the product labeling is one of the most helpful procedures for the customers to decide which of the products is to be purchased and it will take even lesser time to decide. In current time, it has been observed that the consumers are much cautious about the health and nutritious issues (Nikolova and Inman 2015). The information provided in the label is thus necessary for the customers to become sure about the right choice. The materials used for the product packaging is considered as much important element since it prevents the products from the loss or any damage. It is noticed that the consumers are more likely to prefer the high quality products than the low quality products. Hence, it can be inferred that the packaging materials have the clear and impressive impacts on the consumers purchase decision (Grunert, Hieke and Wills 2014). The consumers often use the packaging material for extracting the essential values of the products. Moreover, it changes the perception of the product quality if the material of the product packaging is of high quality. The product packaging is the final point of influencing the decision of the customers related to the product purchase whereas the marketing messaging is influenced by the advertisements (Dessart, Veloutsou and Morgan-Thomas 2015). The product packaging creates the clear linking between the brand specifications and the purchasing behaviour of the consumer s. It is thus considered as the one of the most fruitful process of establishing the interaction between the brands and the consumers. Another major element is product innovation. The current sophistication in the market has been frequently changing the demands of thee customers. However, it is notified that the customers are much attracted towards the innovative product packaging process. The innovative shape and features added to the product packaging will signify the brand of the product. Accoridngly, it will be much demanding to the potential customers. Concept of Consumer Behaviour Consumer behaviour is the set of activities that determines the experience of the consumers in searching the expected prospects. These prospects usually include the selection, evaluation, purchasing process, and searching for the right products. These behaviours usually influence the customers to judge the available products and services (Case and Given 2016). If these products and services are fulfilling the needs of demands of the customers, it will be effective enough in making a quick decision regarding the purchase of any product. On the other hand, Gunter and Furnham (2014) defined that the consumer behaviour is the perceptions of the customers regarding any particular product feature that satisfies the needs and demands. It is sometimes associated with the psychological factors. It is often noticed that if a customer were satisfied with a particular brand, the customer would be more likely to purchase the products of similar brands (Oliver 2014). Therefore, the consumers behav iour is needed to be treated as the utmost priority to determine the profits of the companies that are selling products or services. Theory of Consumer Behaviour The theory of consumer behaviour concentrates on the judgment of the consumers perception related to buying any good from a particular brand. The consumer behaviour determines how a customer spends the money on purchasing any good or service to attain the highest level of satisfaction. According to Schiffman et al. (2013), utility is the measurement of the satisfaction level that drives a consumer towards consuming any particular commodity. The perception thus may vary among the individuals. The theory of the consumer behaviour is thus concentrating on two major approaches, such as the cardinal approach to utility and the ordinal approach to utility. Gifford and Nilsson (2014) explained that the Cardinalist school generally asserts that the utility can be quantified and measured. It suggests that there is the possibility to measure the satisfaction level that is obtained through consuming any particular good. It is measured by transforming into the quantitative terms. On the other hand, the Ordinalist school is suggesting the utility or the satisfaction level cannot be measured by obtaining the idea through using the good. In such cases, the consumers have the right to compare the product by other products available in the market. If the expected product is not satisfying the needs of the consumers, there is the possibility that the consumer can switch to another product of different brand. Apart from the cardinal and ordinal utility, there is another type of category visible and that is Total Utility and the Marginal Utility. Ooijen et al. (2016) stated that the total utility is often known as the aggregated utility that is derived from the consumers perceptions after using the product. On the other hand, the Marginal Utility is conceptualized as the utility that flows from the additional unit of commodity over what has been consumed. Types of Consumer Behaviour It is necessary to determine that the resources are sufficient to fulfill the demands and needs of the potential consumers. The customer buying behaviour can be classified into four major categories that are explained below: Complex Buying Behaviour of the Customers The significant difference between the brands is visible when the customers are highly involved with the buying process. In such cases, the consumers need to collect the extensive and adequate information related to the product attribute (Konstantoglou et al. 2016). The product packaging can be helpful in such cases. Variety Seeking Behaviour of the Customers Many of the consumers are less involved with the buying products. In spite of the lower buying behaviour, there is the significant difference noticed between the brands. In such cases, the consumers seek the product variations more specifically. It is to be indicated that the consumers usually do not buy products from different brands due to the dissatisfaction level (Gifford and Nilsson 2014). They often seek variety and superiority and buy the products from different brands. The advertisements of the products influence the customers in such cases. Dissonance Buying Behaviour of the Customers In this category, the customers are more involved in focusing on the few differences in the brands. The consumers seek quality in terms of purchasing any product. However, it is noted that the preferable product quality with low rate can be effective enough in attracting the customers more specifically (Case and Given 2016). Habitual Buying Behaviour of the Customers In this buying behaviour, the customer involvement in the purchasing process is very less. There are even few differences found between the brands that influence the customers to purchase the products quickly. Therefore, these types of the consumers behaviour are needed to be judged before designing the product package (Konstantoglou et al. 2016). Impact of Product Packaging on Consumer Behaviour It is assumed that the buying behaviour of the customers is mostly influenced when the customers are in the store. The product packaging is the final point of influencing the decision of the customers related to the product purchase whereas the marketing messaging is influenced by the advertisements. The product packaging creates the clear linking between the brand specifications and the purchasing behaviour of the consumers. It is thus considered as the one of the most fruitful process of establishing the interaction between the brands and the consumers. Konstantoglou et al. (2016) stated that packaging directly correlates to the product quality. It draws the attention of the customers when it is placed in the shelf of the store. Many of the universities proved that the packaging process has the direct influence on the decision-making process of the customer in different sectors. It is also examined that the consumers usually pay more attention towards the products and the packaging style that shapes the perspectives of the consumers whether to buy the products or not (Case and Given 2016). The innovative use of packaging is essentially needed to be concentrated since it generates the idea about the consumers attribute towards the brand. Hence, the packaging elements are repeatedly examined to draw the attention of the potential consumers. Gaps in the Literature The literature study provides the insights about the influence of the product packaging process on consumers purchasing behaviour. Even though the literature provides the ideas about the different elements of product packaging, it does not clarify the type of the packaging that can influence the consumers. The main intention of the customer is to understand the benefits of the innovative product packaging. Moreover, it is even essential to understand the current market needs. However, the literature study lacks the information regarding the current demands of the customers regarding the innovative features of the product packages. The literature study has not even provided the perception of the customers to determine the specific product features. Hence, the literature study is somewhat limited. Conclusion The product packaging process is considered as the maintenance of the whole package that becomes the ultimate selling proposition. It helps in stimulating the impulsive purchasing behaviour as well. The effective packaging process increases the market share and sales ratio by reducing the promotional and market costs. Consumer behaviour is the set of activities that determines the experience of the consumers in searching the expected prospects. These prospects usually include the selection, evaluation, purchasing process, and searching for the right products. These behaviours usually influence the customers to judge the available products and services. If these products and services are fulfilling the needs of demands of the customers, it will be effective enough in making a quick decision regarding the purchase of any product. The product packaging is the final point of influencing the decision of the customers related to the product purchase whereas the marketing messaging is influ enced by the advertisements. The product packaging creates the clear linking between the brand specifications and the purchasing behaviour of the consumers. 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