The Impact of Dimensions of Packaging Aesthetics on Cosmetics Consumers Decision Making

Sanaz Zargar Balaye Jame¹ Mohammad Ali Shayesteh Moghanlou² Hamidreza Mahdizadeh³

1) Assistant Professor, Department of Public Health, School of Medicine, AJA University of medical sciences, Tehran, Iran-
2) MSc of Educational Management , Telecommunication Company of Iran, Tehran, Iran-
3) MSc of Marketing Management , Telecommunication Company of Tehran, Tehran, Iran-

Publication : international conference of Management Elites(icme.ir)
Abstract :
Background: The issue of packaging plays a key role in marketing of consumable products. The user perception of the nature of the product through communication elements of packaging and its beauty has impact on the user s selection, and this is a success key for many marketing strategies. Objectives: This study aims to investigate the impact of dimensions of packaging aesthetics on decision making by cosmetics buyers in Iran. Methods: To investigate buyers views about the impact of dimensions of packaging aesthetics considering the effect of two variables of time pressure and involvement level on their purchase decision, a descriptive research was conducted using a survey field study. The study population included cosmetics consumers in Tehran between 2012 March and January 2013. A random cluster sampling method was used and 300 questionnaires were distributed. In order to investigate the relationship between variables and analyze the information gathered from the questionnaires, one and paired-samples t-tests were performed. Results: The graphical and physical structure and the dimensions of packaging aesthetics have an impact on the product selection (P<0.05). The influence of elements of packaging aesthetics on the selection is more powerful when the product involvement level among consumers is lower (P<0.05) and in a situation in which consumers have less time (time pressure) to select the product (P<0.05). Conclusions: The graphic aesthetic packaging and the aesthetic physical structure of packaging have impact on the product selection, so industrial and manufacturing companies should consider this important issue. Keywords: packaging design- aesthetics- cosmetics consumers- purchase decision-elements of package
Keywords : packaging design- aesthetics- cosmetics consumers- purchase decision-elements of package