THE IMPACT OF COSMETICS PACKAGING ON CONSUMER BUYING BEHAVIOUR

Abstract

Purpose - The purpose of this study is to investigate the relationship between the impacts of cosmetics packaging and the consumer buying behavior Methodology/sample - This study is a quantitative study embodying a self-administered questionnaire with a sample of 300 respondents. All respondents were above 16 years of age. The survey was conducted in the online restricted to Pakistan only. To analyze the data Friedman and Wilcoxon Signed Ranks Test was applied. Findings - The data gathered by research questionnaire from 300 respondents has been analyzed statistically by Friedman tool in SPSS. The main objective is to analysis the impact of cosmetic packaging on the consumer buying behavior. Cosmetic packing has been diverged into packaging color, material quality, fonts, printed information, and innovation. The analysis lead to the conclusion that each of these are the important factor however, packaging material ( z= - 10.659 , p = .000 ). There was a statically significant difference between material packaging and buying behavior. Also the packaging information (z= -15.733, p = .000) do impact the consumer purchasing decision but not at a significant level. The main factors resulted are the packaging color (z = 4.872- p = .000), and packaging innovation(R = 81.2% and P = .000). Hypothetically, Packaging information ( z= -15.733 , p = .000) has the greatest role that affect the consumer purchasing decision then packaging material quality and then the packaging color scheme used has the role in the consumer purchasing decision. Practical Implications - The findings from this research might help the marketers, graphic designers, creative departments, packaging companies to view in detail the consumer perception towards the cosmetic packaging, what should be the priority and how packaging can increase the awareness and sales of brand.