Influence of cosmetic packaging towards customer buying behaviour at cosmetic retail

Samihan, Siti Nurain (2018) Influence of cosmetic packaging towards customer buying behaviour at cosmetic retail. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

	Text (24 Pages) Influence Of Cosmetic Packaging Towards Customer Buying Behaviour At Cosmetic Retail.pdf - Submitted Version Download (355kB)
	Text (Full Text) Influence of cosmetic packaging towards customer buying behaviour at cosmetic retail.pdf - Submitted Version Restricted to Registered users only Download (1MB)

Abstract

The purpose of this study is to analyse influence of cosmetic packaging towards customer buying behaviour at cosmetic retail. The study includes four independent variables and one dependent variable. The questionnaire were filled by target respondent in Melaka City. Material, Color,Safety and Labeling Information were the focus factors. Quantitative data had been collected through the questionnaire. A total 100 respondents who live in Melaka City were participated in this research by using simple vi random sampling techniques. Software Package for Social Science ( SPSS )was used to analyze the collected data. The data analysis techniques that conducted in study were descriptive analysis, pearson correlation and multiple regression between independent variables and dependent variables. The result showed that all the factors had significantly influence customer buying behaviour. Material was the most influencing factor and all the reaerch objectives had been achieved in this study. The Study shows that packaging strongly influence customer buying behaviour include material, color, safety and labeling information and now the packaging is important of the marketing mix because there are a lot of advantages of packaging. The packaging not only gives advantage or benefits to the product but it also give benefits to the maker of the product. Recommendation for further research were also mentioned in this study.

Actions (login required)

View Item