Analysing the Impact of Cosmetic Packaging on Consumer Behaviour

This report investigates the impact of cosmetic product packaging on consumer behaviour, addressing the research problem of how packaging influences consumer choices. It outlines the research aim to analyze this impact, supported by objectives such as analyzing cosmetic product packaging, evaluating consumer behaviour concepts, and identifying specific impacts. The research employs a descriptive research design, utilizing primary data collection through questionnaires and qualitative data analysis techniques. The report also touches upon sustainable development goals relevant to the research. Ultimately, it aims to provide insights into how packaging serves as a marketing strategy, influencing consumer perceptions and purchasing decisions within the competitive cosmetics market.

The impact of Cosmetic
product packaging on
Consumer Behaviour

Table of Contents
Tittle.................................................................................................................................................1
Chapter 1: INTRODUCTION.........................................................................................................1
1.1 Introduction............................................................................................................................1
1.2 Research Problem Statement.................................................................................................1
1.3 Research Aim and Objectives................................................................................................1
1.4 Research Questions................................................................................................................1
1.5 Research Hypothesis..............................................................................................................2
1.6 Significance of the Research.................................................................................................2
Chapter 2: Literature Review...........................................................................................................2
2.1 Analysing cosmetic product packaging.................................................................................2
2.2 Evaluating the concept of consumer behaviour.....................................................................3
2.3 Identifying the impact of cosmetic product packaging on consumer behaviour...................3
2.4 Research conceptual Model...................................................................................................3
Chapter 3: Research Methodology..................................................................................................4
3.1 Research Design....................................................................................................................4
3.2 Data collection method..........................................................................................................4
3.3 Data analysis techniques........................................................................................................4
3.4 Sustainable development goals..............................................................................................5
3.5 Project plan............................................................................................................................5
REFERENCES................................................................................................................................6

Tittle
“To analyse impact of Cosmetic product packaging on Consumer behaviour”
Chapter 1: INTRODUCTION
1.1 Introduction
In current scenario, packaging has become an integral part of marketing mix as it is
considered that it highly influences choices and preferences of customers. Packaging is the
identity of a product which can influence decision making of customers. Attractiveness of
packaging of a product brings an illusion of high quality goods. This project is focused on
exploring the impact of packaging of cosmetic products on consumer behaviour. Cosmetics are a
necessity in today's world which includes beauty and care products. In this competitive market,
in order to attain competitive advantage organisations adapts the strategy of effective packaging
which highly influences choices and Behaviour of consumer (Gómez, Martín‐Consuegra and
Molina, 2015).
1.2 Research Problem Statement
How packaging of cosmetic products influences consumer behaviour?
1.3 Research Aim and Objectives
Research Aims:
Research aim is the overall goal which is the basis of whole research conduct. This is the
single statement which is required to be achieved at end of the research project. Research aim of
this project is mentioned as follows:
“To analyse the impact of cosmetic product packaging on consumer behaviour.”
Research Objectives:
Research objectives are the purposes for which a research is conducted. These objectives
are multiple in number unlike aims. These objectives are the base of questions which of the
research. Objectives of this investigation are mentioned as follows:
 To analyse cosmetic product packaging.
 To evaluate the concept of consumer behaviour.
 To identify the impact of cosmetic product packaging on consumer behaviour.
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1.4 Research Questions
Research questions are the issues which are required to be addressed in the research
report under the head of literature review. These questions are based on every variable of aim
including independent as well as dependent variables. Research questions for this report are
mentioned as follows:
 What is cosmetic product packaging?
 What do you understand by the concept of consumer behaviour?
 How consumer behaviour is influenced by cosmetic product packaging?
1.5 Research Hypothesis
Research hypothesis is the clear and testable statement which is predicted in order to
conduct a relevant research. These are the presumed variables which are considered to be
unchanged in environment so that complexities of research can be reduced. This research
proposal is based on consumer behaviour which changes according to the business environment.
Due to which various hypothesis are taken in this research. Investigation hypothesis of this report
includes few assumptions. This report assumes that other factors effecting business environment
such as political, economic, social and environmental are constant when cosmetic product
packaging influences consumer behaviour.
1.6 Significance of the Research
This research proposal is developed to build an understanding about the influence of
packaging on the choices and preferences of consumer. By developing this proposal, investigator
can significantly benefit it's knowledge and skills about the techniques of good marketing. This
proposal can also help in analysing the concept of consumer behaviour and how it is influenced
by various aspects. Investigator can even identify key consumers for cosmetic products. There is
a significant importance of this research for further investigators as well. This research can
bridge the gap of information which was developed due to less information in pre published
reports. This investigation can help its readers to understand the concept of packaging and it's
importance in influencing buyer decision. The stages of decision making process can also be
identified in this research report which can significantly help in identifying how this process is
influenced.
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Chapter 2: Literature Review
2.1 Analysing cosmetic product packaging
According to Carlucci (2015), Packaging is the wrapping of a product but it does
represents more than that. A package design represents cost, attributes, approach and various
other elements. Cosmetics are the products related to beauty and skin care goods which are
prepared using both organic and chemicals. The packaging of these products reflects the message
which the cosmetic brand wishes to communicate to their customers. Packaging can be of
various types but the significance of packaging remains the same and that is projecting image of
the company. Cosmetic brands package their products in such a way that it will influence
consumers to buy them. Packaging are related with the marketing aim of an organisation. This is
a marketing strategy of an organisation.
2.2 Evaluating the concept of consumer behaviour
According to Kimmel (2018), Consumer behaviour is the study of understanding
behaviour of consumers and how it is influenced by external forces such as business
environment, marketing strategies of companies and many more. It is important to analyse and
identify behaviour of consumers as it helps in gaining high customer satisfaction. Customer
behaviour is the set of choices, preferences and mind set of customers which is studied by
companies in order to maximise their sales. This behaviour is influenced by various aspects and
marketing strategy is one of them. Packaging of products is one of the key attributes which
impacts the decision making of consumers as it influence the mindset of customers. It is
considered by then that attractive packaging will result in international and quality products.
2.3 Identifying the impact of cosmetic product packaging on consumer behaviour
According to Johnstone and Tan (2015), Cosmetic product packaging is the outer
wrapping of products which are used by beauty and skin care. This packaging influences
consumer behaviour very effectively. In the current scenario, competition in cosmetic products
producing company has been increased due to which they use various techniques by which they
can attain growth and development. Packaging is a marketing strategy which makes the product
looks more presentable and beautiful due to which customers lean towards them. The strategy of
packaging is used for attaining the competitive advantage. Effective packaging influences
consumer behaviour and force them to make a buy decision.
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2.4 Research conceptual Model
A research conceptual model is a representation of systems which are used in an
investigation. This model provides deep understanding about all the systems which are used. In
order to develop an conceptual model for this research, it is important to ascertain all the
methods and system. Research model of this investigation will include systems descriptive
research design which is used to gather the data using primary data collection method which is
further assessed by the method of quantitate research in which all the questions are discussed in
detail. A conceptual model can help in develop an understanding about the overview of an
investigation so that all the attributes such as research design, aim, objectives can be identified
effectively.
Chapter 3: Research Methodology
3.1 Research Design
Research design refers to the overall strategy which is selected to conduct a research in
an appropriate manner. The main aim behind selecting this type of design is to address the
research problem so that investigator can be ensured that the data which is collected must be
interpreted in such a way that it will reliable results can be ascertained. There are various types
of research designs are available such as experimental, descriptive, exploratory, observational
and many more. For this particular research of, descriptive research design is selected which can
help in analyse the data in an descriptive manner so that all the important aspects can be
considered and nothing should be avoided. Cosmetic product packaging impacts consumer
behaviour and in order to evidently proof this, it is important to describe all its impacts using
descriptive research design.
3.2 Data collection method
Data collection is method of gathering information for a particular area of research. In
order to conduct a reliable investigation it is important to procure data from various sources.
There are two types of data collection methods which are can be used in research. The first
method is primary data collection method in which first hand information is used to analyse and
interpret the results. The second method is secondary data collection method in which
information is gathered using pre published sources such as journals, newspapers, articles etc. In
this particular research, data collection method which is used is primary data collection.
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Technique by which primary data is collected is questionnaire. In this technique, various queries
related to aim and objectives are created with the aim of ensuring that identifying results.
3.3 Data analysis techniques
Data analysis is a method of evaluating the results which are gathered using data
collection techniques. There are two types of data collection techniques that is quantitative and
qualitative. In the case of quantitative, numeric data is analysed and in the case of qualitative,
descriptive information is used. In this particular research, qualitative technique is used so that
information which is gathered using the base of qualitative data. Under this method, information
is used using descriptive variables.
3.4 Sustainable development goals
These are the environmental goals which are aimed to be achieved from this research
report. These developmental goals includes reducing poverty, enhancing environmental
sustainability and many more.
3.5 Project plan
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REFERENCES
Books and Journals
Gómez, M., Martín‐Consuegra, D. and Molina, A., 2015. The importance of packaging in
purchase and usage behaviour. International Journal of Consumer Studies. 39(3). pp.203-
2.
Carlucci, D., 2015. Consumer purchasing behaviour towards fish and seafood products. Patterns
and insights from a sample of international studies. Appetite, 84, pp.212-227.
Johnstone, M L. and Tan, L. P., 2015. Exploring the gap between consumers’ green rhetoric and
purchasing behaviour. Journal of Business Ethics, 132(2), pp.311-328.
Kimmel, A. J., 2018. Psychological Foundations of Marketing: The Keys to Consumer Behavior.
Routledge.
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