Abstract
IMPACT OF COSMETIC PRODUCT PACKAGING ON BUYING BEHAVIOUR OF CONSUMER

Gitika Dhingra*, Shefali Patil, Khushbu Gupta, Deepali Gawand, Bharat Kumar Choudhary and
Sudhir Vishwakarma

ABSTRACT

Cosmetics of different kinds are used for enhancing features on our bodies, may it be our nails, hair, skin, eyes, lips. Cosmetic products are packaged to attract the consumers. This research is aimed to study the influence of different aspects of product packing on buying behaviours of consumers. Literature related to the cosmetic packaging was studied, and database was collected using various search engines such as google scholar, scihub, sciencedirect, etc. The survey was carried out by contacting 191 consumers. They were interviewed first and assured that they are regular users of cosmetic products, they belong to different age groups, different professions. The questionnaire was designed for this study and results were evaluated. The result of the present study will be good reference for marketers who intend to launch any cosmetic product.

Keywords: packaging design, cosmetics, buying, purchasing, behavior.


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