TY - JOUR
T1 - The effect of cosmetics packaging design on consumers' purchase decisions
AU - Abdelazim Mohammed, Nada Bahgat
AU - Garcia Medina, Irene
AU - Gonzalez Romo, Zahaira
N1 - Acceptance from webpage
OA article
PY - 2018/12
Y1 - 2018/12
N2 - 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 research design and used a questionnaire tool to achieve the research objectives. Data were collected and analyzed from 130 female cosmetics respondents. Previous research studies from academic journals, articles, and books were also used as secondary resources. 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' purchase intentions. Moreover, material and colours of the hairstyle, skin care, and makeup products packages were proved to be of high importance with respect to the level of attractiveness and affected consumers' preferences.
AB - 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 research design and used a questionnaire tool to achieve the research objectives. Data were collected and analyzed from 130 female cosmetics respondents. Previous research studies from academic journals, articles, and books were also used as secondary resources. 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' purchase intentions. Moreover, material and colours of the hairstyle, skin care, and makeup products packages were proved to be of high importance with respect to the level of attractiveness and affected consumers' preferences.
KW - visual elements
KW - cosmetics package design
KW - mode of purchase
KW - consumers' purchase intentions
U2 - 10.17010/ijom/2018/v48/i12/139556
DO - 10.17010/ijom/2018/v48/i12/139556
M3 - Article
VL - 48
SP - 50
EP - 61
JO - Indian Journal of Marketing
JF - Indian Journal of Marketing
SN - 0973-8703
IS - 12
ER -