What Makeup Brands Have Appealing Packaging Scholarly Journals

The Consequence of Cosmetics Packaging Pattern on Consumers' Purchase Decisions

Affiliations

Researcher at Business Management Department, Glasgow Caledonian University, Cowcaddens Road, Glasgow G4 0BA, Scotland, Uk
Lecturer at Business Management Section, Glasgow Caledonian University, Cowcaddens Road, Glasgow G4 0BA, Scotland, United Kingdom
Lecturer at Advice Department, Universitat Internacional de Catalunya, Immaculada 22, 08017 Barcelona, Spain

Abstract

This research provided new helpful insights for cosmetics marketers almost their consumer preferences regarding visual elements of their hairstyle, skin care, and makeup products. A quantitative enquiry arroyo was adopted using the survey enquiry pattern and used a questionnaire tool to achieve the inquiry objectives. Data were nerveless and analyzed from 130 female cosmetics respondents. Previous research studies from academic journals, articles, and books were as well used as secondary resource. The findings showed that cosmetics consumer behaviour was, in fact, afflicted by the visual elements of the cosmetics package designs and thus affected the consumers' purchase intentions. Moreover, material and colours of the hairstyle, skin intendance, 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, Style Of Purchase, Consumers' Purchase Intentions

Paper Submission Engagement : May 8, 2018; Paper sent dorsum for Revision : October seven, 2018; Paper Acceptance Date : November 16, 2018

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