Influence of Packaging on Consumer Buying Decision of Cosmetics (A Study of Consumers of Beauty Care Cosmetics in Awka)

Abstract

The study examined the influence of packaging on consumer buying decision of cosmetics. (A study of consumers of beauty care cosmetics in Awka). Many organizations are constantly caught in the web of their inability to identify elements of packaging that make significant influence on consumer buying behavior (Louw & Kimber, 2006). This is because packaging has the power to make, but also to break brand relationships. Therefore, the major objective of this study is to determine the influence of packaging on consumer buying decision. Other specific objectives include: to examine the type of relationship that exists between color of packaging and consumer buying decision and to explore the type of relationship that exists between package material and consumer buying decision. The study made use of survey design. The population of study was drawn from consumers of beauty care cosmetics in Awka metropolis. A sample size of 323 consumers were used, which was derived using Topman formula. Out of 323 questionnaire, 288 copies were filled and returned. Pearson Product Moment Correlation were used to test the hypotheses. The findings revealed that colour of packaging and package material had significant positive relationship with consumer buying decision. The study recommended that producers of cosmetic products should pay attention to colour and type of material use in packaging. However, from the result of this study, producers of beauty care cosmetics are advised not to pay less attention to graphics but to through market survey identify proper graphical designs for packaging cosmetic products. Finally, the study also recommended that management should ensure that their product package is not also deceptive.