EFFECT OF PACKAGING ON CONSUMER BUYING BEHAVIOUR IN COSMETIC INDUSTRY (A STUDY OF SELECTED CONSUMERS IN ANAMBRA STATE)

Abstract

This paper seeks to bring an overview of the effect of packaging on consumer buying behaviour in the cosmetics industry. The study focused on packaging elements (colour, design wrapper, package material, printed information and innovation), and how they affect consumer buying behaviour. A structured questionnaire was developed to measure the variables used for the study. A survey research design was adopted and the Topman formula was used to determine the sample size of 246. Copies of questionnaires were distributed to the respondents and 240 were retrieved. Pearson correlation and linear regression were used to test the hypotheses, the findings revealed that colour, package material, design wrapper, printed, information and innovation have a significant effect on customer buying behaviour. Based on the results, the study recommended among others that manufacturers of cosmetics should give attention to good packaging elements; the container should be of good value to avoid product damage.