Volume :

3

Issue :

1

Abstract :

The packaging of the pharmaceutical product plays an important role to maintain the product stability and an increase in sales which ultimately increase in profit margin of any organization. The packaging continuously provides benefits and creates awareness for the brand preferences. Any country’s export would not be the international standard until and unless the product with its packaging does not meet the international standard of packaging for its design and product safety and stability. In any market, the product may be of tremendous quality but it will never attain the consumer’s acceptance unless the packaging of the product is of excellent quality to maintain the product quality for distribution and manufacturer’s integrity. The foreign products are packed in good packaging materials with much colorful presentation and artistic value which are missing in the packaging of Pakistani pharmaceutical products. It is an fact that most of the Pakistani made products have not succeeded to gain the local market share due to the substandard packaging quality. For international highly sophisticated market, the Pakistani products and their package quality will have to compete at their level to fulfill their market share. The common reasons given for the low patronage of Pakistan’s pharmaceutical product is that, they are less attractive and substandard and local consumers have a general perception that the packaging of product manufactured in Pakistan does very little to promote the products. There is a strong relationship between the customers and packaging to easily identify Pakistan’s pharmaceutical products is the first step to capture the local market and increase the competiveness of Pakistani products in the international market.