The research result of Kuvykaite shows the influence of packaging elements on consumers purchase decisions can be stronger. The researcher conclude that packaging could be treated as one of most important tool in today’s marketing communications. (Kuvykaite, Dovaliene, & Laura, 2009)
The impact of packaging and its elements on consumer’s purchase decision can be discovered by analysing the importance of its separate elements for consumer’s choice. Cosmetic packaging is an important element in influencing consumer buying decision. The overall look of a cosmetics product is one of the most important element in attracting consumer (U.S, E.S., & Z.M, 2014). If the packaging looks plain and boring, consumer tend to ignore the product on the shelf and pick up competitor’s product.
Cosmetic products are primarily aesthetic feelings oriented products. Packaging design can be anticipated to influence consumer’s buying behaviour in cosmetic products since visual properties of products are contribute to aesthetics. (Mert Topoyan, 2008)
Therefore, cosmetic packaging plays an important role in marketing communications and could be treated as one of the most important factors influencing consumer’s purchase decision. It must attract consumer’s attention and transmit adequate value of product to consumer in the short period right in the place of…show more content… According (R.Solomon, Bennett, & Previte, 2013) consumer behaviour is the study of the process involved when individuals or group select, purchase, use or dispose of products, services, ideas or experiences to satisfy their needs and wants. (Robertson & Kassarjian, 1991), define consumer behaviour as the scientific study of consumer actions in the marketplace. Another definition of consumer behavior is “The dynamic communication of affect and cognition, behavior, and environmentalevents by which human beings conduct the exchange aspects of their lives.”(Bennett,