How packaging designs of cosmetics affect female consumers' purchasing behavior?
Liu, Yinuo (2011)
Arcada - Nylands svenska yrkeshögskola
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The topic of the thesis is “How packaging designs of cosmetics affect female consumers’ purchasing behavior?” Its aim is to identify whether female consumers are attracted by packaging designs of cosmetics, and how packaging designs of cosmetics affect different female consumer groups. Research question is: “If packaging of cosmetics affects which cosmetics females prefer when they buy cosmetics? And if so, is this preferences related to age and income?” To answer this question, the author uses data collection---questionnaire to investigate this topic. Limitations of the thesis concern nationalities and age groups. Due to questionnaires is distributed in Finland and Arcada University, the author find that most respondents are Finnish and young people, thus, results of minority groups may be not very accurate. The main theories are characteristics affecting consumer behavior, segmenting consumer markets, product and packaging design, and international product decisions. Results of the thesis are most female consumers think packaging design of cosmetics are important, and they will buy good-looking packaging cosmetics. Different nationalities and age groups of female consumers prefer different styles. Most consumers think that it would be best to spend the lowest cost on packaging; however, the higher monthly incomes, the greater proportion of high acceptable cost on packaging design.