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This term refers to the packaging in which the product is presented and sold to customers. Packaging is important because it is chosen with care. In addition to the fact that the packaging protects the product, facilitates its transport and storage, it also attracts the attention of consumers. It also allows customers to easily identify the product and brand. The packaging offers customers all the information they need about the product. Among other information, it tells them the composition of the product and its use-by date.

In marketing, there are 3 categories of packaging. The primary packaging that contains the product. It is for example the bottle of syrup. Secondary packaging covers an already packaged product. This is the box that contains the bottle of syrup. The large box allowing the simultaneous transport of 6 to 10 boxes of syrup constitutes the tertiary packaging.