Fragrance Packaging Impact
Added on 2020-12-10
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HOW FRAGRANCE PACKAGING AFFECTSDECISION BUYING AMONG YOUNG THAICONSUMERS?
TABLE OF CONTENTSCHAPTER 1: INTRODUCTION....................................................................................................31.1 Background of study.........................................................................................................31.2 Statement of problem.......................................................................................................61.3 Research aims and objective............................................................................................61.3.1 Aim.......................................................................................................................61.3.2 Objectives.............................................................................................................61.4 Research questions...........................................................................................................61.5 Significance of research...................................................................................................61.6 Scope of research..............................................................................................................71.7 Definition of terms...........................................................................................................71.8 Organisation of research chapter....................................................................................12CHAPTER 2: LITERATURE REVIEW.......................................................................................142.1 Introduction....................................................................................................................142.2 Packaging impacting consumer buying decision...........................................................142.2.1 The shape of package.........................................................................................152.2.2 Colour.................................................................................................................162.2.3 Graphics on the package....................................................................................162.2.4 Logo...................................................................................................................162.2.5 Package material................................................................................................172.3 Elements behind success of packaging from perception of young Thai customer.........172.4 Other factors influencing consumer buying decision.....................................................192.4.1 Price...................................................................................................................202.4.2 Brand..................................................................................................................212.4.3 Promotion and advertising.................................................................................212.4.4 Quality of products.............................................................................................212.5 Customer perception and buying decision in perfume packaging of young Thai customer..............................................................................................................................................222.6 Conceptual framework...................................................................................................26REFERNCES.................................................................................................................................27
CHAPTER 1: INTRODUCTION1.1 Background of studyPerfume industry is in existence for about thousands of years and has given customersdiscounted and wonderful scents. This industry is regulating without or minimum interferencefrom Food and Drug Administration (FDA) as it creates suggestions of materials that are used inmaking these perfumes (Bulsara and Trivedi, 2016). This product was invented by Romans andGreeks with its tracking origin in western civilisation of Mesopotamia art of perfumery wastracked. Thus perfume is a very important product for users in their routine from older toyounger as which will be reflecting onto their personalities. The perfume word is derived from Latin perfumare which means “through the smoke”which is a mixture of fragrant aroma, solvents, essential oil and fixatives. This perfume wasfirstly used in the 19th century, but the present modern form has components like coumarin orvanillin that was attained from natural aromas (Fragrance Perception through PerfumePackaging: A Visual Link with Customers, 2018). Most perfume types will represent amount ofconcentration of aromatic components, dissolved in fine fragrances which are mixture of ethanoland that of water.Perfume was used in 330-1300 BC in Indus civilisation and is also somewhere mentionedin ancient texts as “royal personages”, so from here it has been regarded as item of luxury.Various religions also have some evidence of perfume as they regard it as important part of dailylife for example like that of Christianity and Islam. In early period of Christianity, all usedperfumes in their daily lives, apart from priests who used this liquid in religious ceremonies.Then after Islam, there were some changes in production which developed with extractingfragrance from some components using distillation of steam as the process so this shows thatperfume developed with religion. These perfumes were part of daily life of Islamic world thatwere extracted from flowers like jasmine and rose or musk. As per one of the hadith of Sahih Bukhari, it is mentioned that Prophet Muhammad saidto “take bath on Friday which is the most compulsory, cleaning teeth with miswak and the thirdone is use of perfume (if available)”. So from Christianity and Islam, it could be proved thatperfumes are one of the most essential parts of human life since the time of its invention. Mostpeople use this perfume on daily basis while some of them also use it based on occasion (Diagne,Demont and Ndour, 2017). There was a time when bathing was regarded as dangerous for health4How fragrance packaging affects decision buying among young Thai consumers
as it weakens organism and wider pores of skin thus making it easier for infections to get enterinto body this shows that perfumes at some point of time were not in use (Consumer PerceptionsTowards Package Designs: A Cross Cultural Study, 2018). So this gave perfume morepopularity not just local people but also among loyal families while it was earlier regarded it as aluxury product.Apart from packing of these perfumes in the perfume packaging industry, they aresurrounded by visual attributes that is the main focal point to achieve package designer use manytypes of differentiated methodologies in packing. The types of methods and techniques arecertainly being used in order to communicate with themes of packing. The packaging industrywhile they are packing perfumes would use art of storytelling for passing their ideas andcreations or thoughts to their customers. On the other hand, with modifications or use of online shopping and self-service retailshopping, companies find it difficult to correlate to consumers about their thoughts andideologies. If perfumes are not reflecting personality of customers both at time when they arepurchasing it and when they are using it then they will not be happy and there is chance ofdecrease in sale of perfumes.So these companies should not only be focusing on products which they are selling butalso on designing and packaging so that they can communicate with customers. During IndustrialRevolution, manufacturing of perfumes changed drastically with addition of more improvedengineering techniques making production of perfume (Packaging Design Elements and UsersPerception: A Context in Fashion Branding and Communication, 2018). These new techniquesand methods of producing perfume has kept prices lower so that everyone could purchase it butstill it is beyond the reach of many people. As there are so many perfumes which are regarded asthe world’s most expensive brands that is certainly out of reach from common people. As per statistics of Euro Monitor International of 2015, luxury market is reaching up toUS$330.786 billion in the year 2014 which was the highest of all times. Under this, perfume andcosmetics market is the largest that are known as affordable, luxury fashion products and alsohaving many other branded jewellery product line (Supramaniam, Idris and Cheng, 2018). As faras packaging of these luxurious product is concern it plays very essential role in market ofbusiness. 5How fragrance packaging affects decision buying among young Thai consumers
The packaging of any product will be displaying many features like that of price, indigents,product’s direct benefits and method to use as well. There is a tough competition with regard topackaging of perfume products as it also drives the purchasing decisions within brands andattracts attention of customers as well. In order to be successful in the business, every companymust compete and create a distinctive point of view which is able to inform their uniqueness as areason for their existence. To have an effective packaging, it should be easy to understand andmust be relevant to consumers’ life. There is growth and development of social media marketingand online shopping which are having their own impact on buying behaviour of customers. Withthis, packaging of perfumes will also be playing crucial role in motivating customers to buyproduct. As it is common that packaging display many important features on it like price, brandname, benefits of products and its contains as well (Huang and Benyoucef, 2017). Packaging willimply the most essential part of buying decision of customers especially at time of its purchaseso it need to be attractive for them. Fragrance packaging is meant to express important storybehind the formation of brand name which is selling in marketing like the bottle, scent and boxas well.In Thailand, market of cosmetics and perfumes as per Euro-monitor is very attractive asits size is increased in 2017 by 6.5% which is worth 1.5 million Thai baht. This means thatcosmetic and perfume market of Thailand is one of the biggest in Asia which forms about 5% ofits total value in proportion of perfume market only. Customer buying decision is a processwhich involves parts like personal thinking, social media influence, and views of others, theirpsychology and sociology as well (Impact of Product Packaging on Consumer’s BuyingBehavior, 2018). This process will also be impacted by impression and awareness of customerswhich is affected by major factors and is also playing important role in perfume industry. Sopackaging design, its colour, brand, price, graphics and shape of packing will be impactingconsumers buying behaviour mostly including like that of young Thai customers. This fragranceor perfume industry will have major impact of its female customers as they are the highestconsumer of cosmetic products including perfume as well. It is an opportunity for perfumebrands to compete with others in market as per the good packing element of company. The mainpurpose of packing designs and graphics on perfume’s pack will be stimulating customers to buythe product. 6How fragrance packaging affects decision buying among young Thai consumers
1.2 Statement of problemWhen Thai consumers are in the decision-making stage, packaging affects their buyingdecision more or less. Not only packaging can help customers in buying decision but also, thereare other factors in their mind namely price, brand, promotion and advertising which are affectedmore than packaging. Thus within this particular dissertation, research is conducted to find outall reasons which are attracting young Thai customers towards fragrance. One of the major factoris that, differentiated packaging which has impact on their buying decision. 1.3 Research aims and objective1.3.1 AimThe aim of this research is: To find out how fragrance packaging affects young Thaiconsumers on their decision buying.1.3.2 ObjectivesThe research has three main objectives:To find out how packaging can influence consumers buying decision.To find out the elements that is behind the success of packaging from customers’perception. To investigate other factors that influence consumers buying decision namely price,brand, promotion and advertising. 1.4 Research questions1)How packaging can influence consumers buying decision?2)What is the most influential element that can attract consumers from their perception?3)What are the most influential factor which includes price, brand, promotion andadvertising that influences consumers buying decision? 1.5 Significance of researchThis particular research will be helpful and significant in various ways as this is based onhow fragrance packaging affects decision buying among young Thai consumers. So study will befocusing on which type of perfume customers are preferring and will product’s packaging wouldimpact their buying behaviour or not. It will be helpful in knowing about behaviour or preference7How fragrance packaging affects decision buying among young Thai consumers
of customers which is having its impact on their buying decision. Perception and buying decisionare important to study as this will be focusing in improving profits of companies in way ofgaining market knowledge. Research is conducted among young Thai consumers of perfumewho are mainly buying it due to fragrance packaging and brand names as well. This study will beuseful for those companies which are producing and selling perfumes so that they are knowingabout their customers. While it would also be useful for researchers who are making their thesisor dissertation on the similar topic which is helping them to orderly conduct and concluderesearch.1.6 Scope of researchThe current study which is based on ways in which packaging of perfumes are affectingbuying decision of young Thai consumers so there are 3 components based on scopeindependent, mediator and dependent variable. So independent variable under this research arepackaging, price, brand, promotion and advertising as these are those factors which is notrelaying on any other components in study. While on other hand, dependent variable which isbuying decision is mainly relaying on packaging of perfume and on perception of customers aswell. In between packaging and consumer buying decision there is perception which ismotivating them to buy product.1.7 Definition of termsPackaging- is the process of evaluating and designing up of packages which will protect productfrom damaging at time of distributing or storage (Role of Packaging in Consumer BuyingBehavior, 2018). This packaging is an art, technology and science of wrapping product so that itcould be easily distributed, stored, sold and then used by end user. While labelling is mainly inwritten, graphical and in electronic format on the package of product which describes ingredientsand use process of particular product enclosed within.8How fragrance packaging affects decision buying among young Thai consumers
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