The Effect of Cosmetics Packaging Design on Consumers' Purchase Decisions

Authors

  •   Nada Bahgat Abdelazim Mohamed Researcher at Business Management Department, Glasgow Caledonian University, Cowcaddens Road, Glasgow G4 0BA, Scotland
  •   Irene García Medina Lecturer at Business Management Department, Glasgow Caledonian University, Cowcaddens Road, Glasgow G4 0BA, Scotland
  •   Zahaira González Romo Lecturer at Communication Department, Universitat Internacional de Catalunya, Immaculada 22, 08017 Barcelona

DOI:

https://doi.org/10.17010/ijom/2018/v48/i12/139556

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, Paper Acceptance Date, November 16, 2018

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 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.

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Published

2018-12-01

How to Cite

Mohamed, N. B. A., Medina, I. G., & Romo, Z. G. (2018). The Effect of Cosmetics Packaging Design on Consumers’ Purchase Decisions. Indian Journal of Marketing, 48(12), 50–61. https://doi.org/10.17010/ijom/2018/v48/i12/139556

Issue

Volume 48, Issue 12, December 2018

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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