The Effect of Product Packaging on Consumer Choice of Cosmetic Brands: A Case of Students in USIU-Africa

Abstract

Much has been discussed in the academic field with a greater inclination of packaging from the point of view of the producer (manufacturers, retailers, product designers etc.). 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 cosmetic products influence consumer purchase choice. 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 choice of cosmetic brands. Ultimately, these aspects ought to reveal a general perspective of the impact of packaging on consumer choice of cosmetic brands. The research employed a descriptive design and utilized the United States International University-Africa students as the population for this study. A sample size of 100 students was selected through a probability sampling design (stratified and systematic sampling), 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 choice of cosmetic brands. 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. Statistically, this study has endorsed the purpose of the research set out by indicating the existence of an association between product packaging and consumer choice of cosmetic brands. It was concluded that in support of the of the existing relationship between product packaging and consumer choice of cosmetic brands, 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 choice. Alternatively, would be the option of looking into other consumables that highly depend on packaging for their marketing functions, especially those restricted from certain promotional efforts like alcoholic products and tobacco related brands. Aside from packaging, other marketing areas that strongly came out in the course of this study was the role of positioning strategies on consumer choice