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Uzunok, Basak (2022) The Influence of Packaging on the Consumer Purchasing Decision Focusing on the Cosmetic Industry in Ireland. Masters thesis, Dublin, National College of Ireland.
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Abstract
This study will investigate the impact of several types of cosmetic packaging on end-users purchasing decisions. In the modern world, the packaging of goods has become an essential component of the marketing mix. It is possible for a brand's packaging to be what gives it its individuality and sets it apart from the other items on the market. Several businesses are perpetually hindered by their failure to pinpoint the aspects of packaging that have a substantial impact on the purchasing decisions of customers, and as a result, they are unable to break out of this trap.
This is due to packaging's ability to establish and destroy brand associations, which play a role. Consequently, the primary aim of this research is to study the influence of packaging on the consumer purchasing decision focusing on the cosmetic industry in Ireland. However, the study also has definite aims, including assessing the nature of the connection that occurs in the color of the package design and the purchasing decisions made by consumers; and examining the nature of the connection that occurs between the materials used for the packaging and the purchasing decisions made by consumers.
These objectives will be tackled using research that two research questions will guide. The research questions are 1. How does the packaging impact customer purchase behavior for cosmetic products? 2. What is the consumer′s opinion of the packaging on its own? Various development, such as themes, colours, and visuals, will be investigated in response to this issue. These research questions will also be important in proving two research hypotheses, including H1: There is a considerable connection underlying the design of the package and the purchasing choice made by the customer. H2: There is a considerable connection underlying the material used for the packaging and the purchasing choice made by the customer.
According to findings, the impact of packaging on consumers' cosmetic purchase decisions in Ireland has been suggested as research that increases the possibility of developing package designs from the perspective of customers.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Cooper, Anne UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Cosmetics Industry |
| Divisions: | School of Business > Master of Science in International Business |
| Depositing User: | Tamara Malone |
| Date Deposited: | 03 Apr 2023 11:40 |
| Last Modified: | 03 Apr 2023 11:40 |
| URI: | https://norma.ncirl.ie/id/eprint/6406 |
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