The Effect of Branding and Packaging of Locally Made Cosmetic Products on the Buying Decision of Customers. A Case Study of Cosmetic Products in Rivers State
Keywords:
Branding, Cosmetic Products, Consumers, PackagingAbstract
This paper is to examine the effect of branding and packaging of locally made cosmetic products on the buying decision of consumers. However, less has been done with respect to packaging from the point of view of the final consumer. The purpose of this study is to therefore focus on the consumer, and how the efforts put behind product packaging technology of locally made cosmetic products influence consumer purchase decision. This study was governed by three specific objectives; the assessment of graphics (colour and artwork), package dimension (shape and design) and information (labels), and how these key areas of packaging influence consumer buying decision of locally made cosmetic products. Ultimately, these aspects ought to reveal a general perspective of the impact of packaging on consumer buying decision of locally made cosmetic products. The research employed a descriptive design and sample size of 100 respondents were selected through a probability sampling design and was furnished with questionnaires to facilitate data collection. The information was then analysed and subjected to interpretation to further understand the association between product packaging and consumer buying decision of locally made cosmetic products. An analysis of the responses received by the sample population was subjected to various measures of description and inference to determine the said association, ultimately setting the direction in which the research inclined to. It was concluded that in support of the of the existing relationship between product packaging and consumer buying decision of locally made cosmetic products, firms in the cosmetic industry are justified in their efforts of designing attractive packaging in a bid to attract consumer interest and evoke purchase decision. The packaging variables have shown their importance both independently and cumulatively in communicating product quality and features in a manner that is competitive. A major recommendation emanating from this study is an academic inquisition into the role of package technology on consumer buying decision.
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