The Impact Of Packaging Design On Consumer Purchase Intention Of Cosmetic Products

Hoh, Sek Yin (2019) The Impact Of Packaging Design On Consumer Purchase Intention Of Cosmetic Products. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This research is to study for the impact of packaging design on consumer purchase intention of cosmetics product. Therefore, the purpose of this study is to focus on how consumers, and cosmetic product packaging technology efforts, influence consumer purchasing options. This study is constrained by three specific objectives, graphic evaluation (color and artwork), package dimension (shape and design) and product information (labels), and how this major packaging area affects consumer purchase intention for cosmetics brands and purchasing. The design of study to be used is quantitative. This study uses descriptive design and explanatory design and conduct in Peninsular Malaysia as a population study. This study choose the samples of 1,000 respondents in Peninsular Malaysia, such as students, workers, and adults specific age within 18-60 years old , were selected with probability sampling and questionnaires provided to facilitate data collection. This information is then analyzed and interpreted to further understand the relationship between the packaging design and the consumer purchase intention of cosmetic product. In the results of this study, information has been described as the most important factor in packaging design. The study takes a short time to develop, involves a large cost to collect comprehensive data and location of Peninsular Malaysia too far from one state to another states to pass the questionnaire to respondents. The recommendations of this study are academic research on the role of packaging technology in consumer purchase intention

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