Does Packaging Matter?

Below we gathered some articles that examined the effects of cosmetic packaging in several aspects of consumers behavior. These are for references only and context of the research must be considered.

Does Packaging Really Matter?

Abstract

Packaging is considered as an integral part of the ‘Product’ of marketing mix. Along with basic objectives (protection and preservation, containment, convenience and communication) packaging serves as a promotional tool. Packaging is an important part of the branding process as it plays a vital role in communicating the image and identity of an organization. The objective of this study is to find out role of packaging in brand communication and determining the elements/attributes of packaging for communicating the brand value to customers. To pursue these objectives the authors have developed a research framework for packaging which furcates the main objective into four sub-objectives namely dependence of packaging design upon the buyer attraction, communication to buyer, convenience in handling and using, saleability of product and green aspect; relationships between liking for package and brand, country of origin, colour connotation, symbol connotation and size; relationships between communication through the package and independent variables like information, shape, brand image and symbols/logos; relationship between usability of package and ease of handling, disposability and protection.

Data is collected through questionnaire along with the measurement of pulse rate of respondents with the help of pulse oxymeter. Reliability test is carried out for questionnaire’s consistency and then multiple regression analysis is done to formulate relationship between dependent variable and independent variables. This research reveals the importance of buyer attraction in package design and unimportance of environmental considerations. Similarly customers are more likely to give w eightage to branded product than to the package and shape of package is the significant attribute of communication through product packaging.

Agariya, A.K., Johari, A., Sharma, H.K., Chandraul, U.N.S., & Singh, D. (2012). The role of packaging in brand communication. International Journal of Scientific and Engineering Research, 3(2), 1-13.

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Abstract

The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged FMCG products. This research utilized a focus group methodology to understand consumer behavior toward such products. The challenge for researchers is to integrate packaging into an effective purchasing decision model, by understanding Consumer’s behavior towards the packaging of FMCG products.

When consumers search for and process information in-store, the product’s package can contain relevant and useful information for the consumer. Product packaging forms the end of the ‘promotion-chain’ and is close in time to the actual purchase and may therefore play an important role in predicting consumer outcomes. Packages also deliver brand identification and label information like usage instructions, contents, and list of ingredients or raw materials, warnings for use and directives for care of product.

Deliya, Mitul. (2013). Consumer behavior towards the new packaging of FMCG product. Abhinav – National Monthly Refereed Journal of Research in Commerce and Management, 1(11), 199-211.

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Abstract

The present research has been conducted to examine the relationship between packaging elements and purchase behavior consumers of food, health and cosmetics products of Sanandaj city stores. Therefore, all customers who have literacy of food, health and cosmetics products of Sanandaj city stores were examined as statistical community. The present study, in terms of the purpose is practical, and in the terms of methodology is descriptive – correlational method, and in the terms of collection of data is correlational one.

The data collection tool was questionnaire which was used separately for each food, health and cosmetics products and was distributed among respondents after estimating validity and reliability (through factor analysis) of them. The ultimate findings of research in the SPSS and Lisrel software show the existence of a significant relationship between factors of the package or dimensions (visual elements and informational elements) and the purchase behavior. From statistical results we found that consumers in general care about information elements more than visual elements.

Karimi, P., Mahdieh, O., & Rahmani, M. (2013). The study of relationship between packaging elements and purchase behavior: Consumers of food, cosmetics, and health products. Interdisciplinary Journal of Contemporary Research in Business, 5(3), 281-295.

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Abstract

The study focused on the effects of packaging on consumer choice of cosmetic products university of Calabar community. The study aimed at determining the relationship between the package colour, labeling, quality of packaging material and consumer choice of cosmetic products.. The study adopted exploratory and survey research designs. Data were analysed using Ordinary Least Square (OLS) method. The results from the test of hypotheses revealed that there is a significant relationship between the package colour and consumer choice of cosmetic products. There is a significant relationship between the labeling and consumer choice of cosmetic products. There is a significant relationship between the quality of the package materials and the consumer choice of cosmetic products. The study recommended that package label, colour and the quality of packaging material; should create a favourable impression of the product for customers, which should be based on consumers’ survey conducted to ensure that their expectation are meet in a given package. In this era of product faking, a cosmetics package should be fortified with security inks and coating to avoid copying and imitation. Disclaimer should receive prominence attention on the package of the cosmetics product.

Ezekiel, M.S., Anyadighibe, J.A., & Samuel, E.N. (2014). The effects of packaging on consumer choice of cosmetic products. International Journal of Economics, Commerce and Management, 2(4), 1-11.

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Abstract

The primary aim of packaging is the protection of the product from all hazards it can be exposed to during transport and handling. A cosmetic package, in addition, is also required to be attractive and unique in its features so to trigger “impulsive buying” in the end user. Traditionally, not much importance has ever been given to packaging design, but changes in consumer’s preferences have led to setting a new rule of thumb in cosmetic packaging: “The product should sell on sight”. Increased competition and drawbacks of conventional cosmetic jars lead to the advent of plastic tubes or airless dispensers for skin care products. Typical bottles of nail lacquer paved the way for multiple packs and nail polish pens. Innovative, eco-friendly trends were able to reduce packaging waste and at the same time satisfy the emotional needs of customers. Among the complexities of formulation and testing, packaging has a very important role to play since it needs to meet the ever-changing design trends targeting consumer taste.

Shanbhag, P.P., Jani, U.Y., Patil, N.S., Pandhare, P.P., & Yadav, D.V. (2013). Packaging of cosmetics: Past and future. Household and Personal Care Today, 8(5), 57-63.

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Abstract

This research aims to investigate a distinctive perceptual response between young males and females on graphical and packaging appearance leading to their buying decisions. The research endeavors to reveal distinctive graphical and formal design factors determining packaging preferences in accordance with the level of cognitive and affective sensory between genders. The research found that color, materials, formal design, size, shape, and textual style correspond to young purchasers’ gender differences. Research tools comprise distinctive visual stimulus set embedded with the contradictory factors and questionnaires set to draw perceptual reactions. Sampled respondents are drawn from 19-23 graduate and undergraduate students from the Department of Industrial Design and Education. The research finally suggests a set of differentiating packaging design guidelines in accordance with the research findings for paradigmatic purposes.

Ritnamkam, S., & Sahachaisaeree, N. (2011). Package design determining young purchaser’s buying decision: Packaging case study on gender distinction. Journal of Asian Behavioral Studies, 1(2), 13-19.

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Abstract

This project explores the relationship between cosmetic packaging, perceived price, quality, and retail environment. Packaging is often how consumers form their first impression of a product. Consumers can identify “high-end” and “low-end” cosmetics based on the items’ packaging using both conscious and subconscious cues. In a retail environment, this can signal a certain level of quality to a consumer.

In addition to extensive research, a survey was conducted on a sample of 16 women over the age of 18 living in southern and central California who regularly use and purchase cosmetics and skincare from low-end and/or high-end retail environments to determine how different packaging affects consumer perceptions.

Aidnik, Sarah. (2013). The Effect of Cosmetic Packaging on Consumer Perceptions (Unpublished Undergraduate Thesis).

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Abstract

Difference between consumer’s and business chains’ perceptions on value is the major factor determining the success of a value chain. Thus integrating the voice of consumer in the value chain is critical to gain competitive advantage. However, this situation cannot be achieved in most cases.

One of the issues, which seems to be disregarded in determining the value to consumer is packaging. Value added through packaging seems controversial in many sectors. On the other hand, in some sectors like cosmetics, packaging design and materials can easily become a crucial part of the value of product. Thus, a value based packaging design approach becomes inevitable.

This study aims to discuss the main attitudes driving the consumers to purchase a cosmetics product from the value based packaging point of view. To achieve this goal, a survey is conducted to collect data from female university students around Turkey. Then this data is used in a structural equation model. Results and future research opportunities are discussed.

Topoyan, M. & Bulut, Z.A. (2008). Packaging value of cosmetic products: An insight from the view point of consumers. ICOVACS, 183-190.

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