How Makeup Packaging Effect Consumer Perceptions

The Issue of Cosmetics Packaging Pattern on Consumers' Purchase Decisions

Affiliations

Researcher at Business concern Management Section, Glasgow Caledonian University, Cowcaddens Road, Glasgow G4 0BA, Scotland, United Kingdom
Lecturer at Business Management Department, Glasgow Caledonian Academy, Cowcaddens Road, Glasgow G4 0BA, Scotland, United kingdom of great britain and northern ireland
Lecturer at Communication Section, Universitat Internacional de Catalunya, Immaculada 22, 08017 Barcelona, Spain

Abstract

This research provided new helpful insights for cosmetics marketers about their consumer preferences regarding visual elements of their hairstyle, skin care, and makeup products. A quantitative research approach was adopted using the survey inquiry pattern and used a questionnaire tool to achieve the enquiry objectives. Information were collected and analyzed from 130 female cosmetics respondents. Previous research studies from academic journals, manufactures, and books were too used every bit secondary resource. The findings showed that cosmetics consumer behaviour was, in fact, affected by the visual elements of the cosmetics package designs and thus affected the consumers' buy intentions. Moreover, material and colours of the hairstyle, peel care, and makeup products packages were proved to be of high importance with respect to the level of attractiveness and affected consumers' preferences.

Keywords

Visual Elements, Cosmetics Package Design, Mode Of Purchase, Consumers' Purchase Intentions

Paper Submission Date : May 8, 2018; Paper sent back for Revision : October 7, 2018; Paper Credence Date : November 16, 2018

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