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The Impact of Brand Packaging on Consumer Buying Behavior in Cosmetics

Industry in Turkey

Article in International Journal of Science and Research (IJSR) · February 2024

DOI: 10.21275/SR24205122612

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 International Journal of Science and Research (IJSR)
ISSN: 2319-7064
SJIF (2022): 7.942

The Impact of Brand Packaging on Consumer

Buying Behavior in Cosmetics Industry in Turkey
Baseera Mohammad Sayed

Department of Business Admiration, Istanbul Aydin University

Email: baseerasayed[at]stu.aydin.edu.tr

Abstract: This study's objective is to examine how customer purchasing behavior in Istanbul, Turkey is affected by cosmetic brands'
packaging, including printed information, packaging design, color, font style and packaging material. Several studies show that
packaging plays a big part in grabbing consumers' attention when it comes to cosmetic products. As marketers prioritize the consumer's
choice, packaging has emerged as a crucial sales promotion strategy utilized by the majority of business organizations. Customers'
intentions to buy can be influenced by many factors, but the packaging of a product has the most impact. In this study data is collected
via a survey form prepared specifically for this purpose and given to 300 consumers, The received number of responses was 272 which
comprising a response rate of 90%. A questionnaire derived from previous research was used to survey the over-18 age group. Analyses
of validity and reliability comprised the preliminary statistical inquiry. Regression analysis was used to objectively investigate the
established hypotheses. The findings imply that every theory was approved. The results indicate that customers' inclinations to make
purchases have been strongly impacted by product packaging. Furthermore, it was shown that packaging design, as opposed to
packaging color, packaging material, packaging font style, and printed information, had the biggest influence on customers' intents to
make purchases. Subsequent investigations might examine the impact of extra packaging elements on customers' purchase intentions.

Keywords: Product packaging, Packaging Color, Packaging Design, Packaging Material, Packaging Font Style, Printed Information,
Consumer Purchase Intentions

1.Introduction 2.Literature Review

Numerous aspects, including written information, logos, 2.1. Consumer Purchase Intentions
typefaces, materials of packaging, forms, and many more
factors which create strong product connections, are used by The market for international trade is quite competitive these
packaging to express the position of the brand (Underwood, days, and there are a lot of fresh concepts available to draw
2003). Cosmetic product packaging greatly influences the in clients. Customers in this situation have a lot of options
desire of consumers for their items to appear attractive on when it comes to purchasing things, but a lot of factors
the inside as well as the exterior. (White, 2020). In addition, affect both the success of the product and the intention of
Rundh asserted that product packaging has the power to the client to buy.
shape and affect consumers' views, grab their attention, and
encourage them to make a purchasing decision on a certain Purchase intention is defined by academics as individual
product, Mentioned that when a company's packaging is behavior inclinations based on brand. They have also come
used strategically, it may boost a product's sales and market to the conclusion that attitude and aim are not the same.
share and, surprisingly, even offset and reduce its marketing While attitude relates to an individual's evaluation of the
and promotion expenses as more and more consumers get product, intention relates to an individual's driving force
interested in the offerings (B., 2005). Current theoretical behind their intended course of action. Furthermore, the
research in the field contends that visual signals provided by buying intention of a buyer is defined as their knowledge of
product package design have a significant impact on client trying to acquire a certain brand. Purchase intentions play a
purchasing behavior(Azzi, Battini, Persona, & Sgarbossa, crucial role in long-term strategy, negotiation tactics, and
2012) (B., 2005).the color of the packaging is frequently industry competitive products.
utilized as a marketing strategy, and several studies have
shown that the color of the packaging affects how 2.2. Brand Packaging
consumers view the product. (Kunuz, Haasova, & Florack,
2020). The packaging labels play a crucial role in the Brand’s product packaging is more than simply the
comprehensive marketing strategy and can aid in promoting product's exterior covering; it also extends the brand and the
advertising assertions, establishing brand uniqueness, product. Consumers might be persuaded that X company
improving brand recall, and maximizing shelf space product is superior to others with the help of effective
distribution (Shimp, 2011). In addition, Font style is a packaging. Businesses may require varied packaging due to
crucial component of brand design features that enhance the variety of items available on the market, and to get
competitiveness, encourage remembrance and identification competitive advantage (Meyers, 2021).Product packaging
of the brand, contribute to brand equity and harmony, and serves to both advertise and shield the product from harm
go well with other elements like the designs, images, and and the outside environment. (Raheem, Vishnu, & Ahmed,
most important the colors(Childers & Jass, 2002). (2014)).

Volume 13 Issue 2, February 2024

Fully Refereed | Open Access | Double Blind Peer Reviewed Journal
www.ijsr.net
Paper ID: SR24205122612 DOI: https://dx.doi.org/10.21275/SR24205122612 302
 International Journal of Science and Research (IJSR)
ISSN: 2319-7064
SJIF (2022): 7.942
2.3. Packaging Color 2.5. Packaging Materials

Color evokes strong feelings. It has the capacity to elicit The cosmetics industry through the decades used different
both good and negative emotions and thoughts. Color has type of materials in its packaging, including plastics, metals,
associations as well. Reactions to different hues are and glass. Glass is one of the oldest materials used in
typically shaped by one's experiences. As a result, before a packaging in cosmetic industry. Packaging represents the
buyer learns anything about a product, container color identity and recall of the brand. The consumer frequently
schemes can influence their feelings and opinions about it. assumes that the box is already a part of the products.
To differentiate yourself from the competition and draw in Consider material performance, such as longevity and
potential customers. The existing body of research has sustainability, and how it relates to protect environments
focused on examining the connection between color and pollutions. For cosmetic items to succeed, their packaging
consumer behavior. It has been discovered that color and must be both appealing and functional (Cosper, 2016).
packaging have a great and direct psychological impact on
customers. In addition to setting the product apart from 2.6. Printed Information
competitors, its color, style, and design all increase the
likelihood that a buyer will make a purchase (Rocchi & Printed information on the package is a way of
Gianluca, 2006). communication between consumer and its desired product;
it includes all the details regarding the usage of product,
2.4. Design of Package ingredients, instruction of usage and warning. The cost of
making, shipping, and displaying the package must be
The design of package is another element when it comes to considered while designing it. Printed information plays a
packaging, most of people get attraction by colorful package crucial role in product visibility and serves as a significant
design of product for example some cosmetic brands use component of the marketing mix (Deliya & Munyarazdi,
matching color or theme with its product to give the 2012). Different definitions of labeling exist, and labels
customer an exciting feeling about opening the package to might contain a straightforward brand name, a picture, or
see the product inside, the customer's perception of the item comprehensive product details. (Keller, 2009). When
visualizes the packaging design in observance.(A., J, S.K., delivering product information, packaging designs is crucial
U.N., & S., 2012). The process of developing and designing to take into account since customers become confused by a
packaging with the goal of making it visually appealing, plethora of unclear information (Rundh, 2013).
practical, and consistent with the brand's statement.
Packaging design has high impact on consumer buying 2.7. Package Font Style
behavior. Building a solid, favorable impression of a
business, together with its goods and services, in the eyes of The precise layout and look of characters in a typeface are
the public, is the main goal of branding (Canpack, 2020).A referred to as a font style. It includes a number of
crucial factor in creating this impression is the design of the characteristics, including the letters' weight, form, spacing,
products and their packaging. and ornamentation. Font styles are important because they
may successfully communicate a message or a certain mood
This may influence customers' decisions to buy, even if they in visual communication. If the font style is readable and
have no intention of doing so. Customers may learn about enough clear for consumer to make their purchase decision,
the advantages, brand features, and value of the product this will create a unique and unforgettable, good experience
inside from this information (Canpack, 2020). for consumers (M., 2019). The most powerful influence on
buyers' inclination to buy is font style (Nayyar & Nayyar,
2012). The consumer's attention is drawn to the package by
a well-designed font. Since they use professionals to
produce striking and astounding font styles, the greatest font
styles come prosperous companies (Deliya & Parmar).

Volume 13 Issue 2, February 2024

Fully Refereed | Open Access | Double Blind Peer Reviewed Journal
www.ijsr.net
Paper ID: SR24205122612 DOI: https://dx.doi.org/10.21275/SR24205122612 303
 International Journal of Science and Research (IJSR)
ISSN: 2319-7064
SJIF (2022): 7.942
3.Hypotheses Development and Theoretical Framework

Figure 1: Research Framework (Waheed, Mateen Khan, & Ahmad, 2018)

3.1. Hypothesis Development: 4.2. Scales and Measures

In this study we will have Five hypothesis which will have The variables' scales and measurements were obtained from
positive impression on consumer intentions toward buying (Waheed, Mateen Khan, & Ahmad, 2018).the questionnaire
cosmetics product. consists 23 items and 6 variables. The independent variables
include: packaging color, packaging material, font style,
Hypothesis 1: The Packaging Color high substantial impact packaging design and printed information and dependent
on the consumer purchasing behaviors. variable includes Consumer purchase intentions.
Hypothesis 2: The Packaging Design has high substantial
impact on the consumer purchasing behaviors. There are five questions about package material, three about
Hypothesis 3: The Packaging Material has high substantial printed content, three about packaging design, three about
influence on the consumer purchasing behaviors. font style, four about packaging color, and five about
Hypothesis 4: The Printed information has high substantial customer purchase intents in the questionnaire. The Likert
influence on the consumer purchasing behaviors. scale, with five points, served as the basis for the items.
Hypothesis 5: The font style has high substantial influence There are five points on the Likert scale: one for strongly
on the consumer purchasing behaviors. disagreed, two for disagreed, three for being indifferent,
four for agreed, and five for strongly agreed.
4.Research Methodology and Data
4.3. Statistical Analysis
4.1. Sample
In this study following analysis has been conducted:
Participants were given a Google Form link to the survey
through WhatsApp, airdropped through iPhone mobile and  Simple regression analysis
asked to complete the questionnaire. The questionnaire sent  Factor analysis
to university students and Collages students. Data was  Descriptive analysis
collected over a 3 weeks period (12/28/2023 – 1/23/2024).  Multiple regression analysis
The target sample size for study was 300 consumers but this  Discriminant Validity and Reliability
study reached to 272 consumers answers with response rate
of approximately 90%. The demographic data of the entire The mentioned analysis was performed by SPSS Software
272 respondents reveal that 55% were female, 45% were and Microsoft Excel.
Male, 37% of those surveyed were in the 18–21 age range.
which was highest percentage and 60% of consumers were 5.Analysis Results
holding a Bachelor’s degree.
5.1. Reliability Analysis

Every variable included in the questionnaire had its internal

consistency assessed using Cronbach's Alpha; the findings
are shown in Table 1 below for each variable.

Volume 13 Issue 2, February 2024

Fully Refereed | Open Access | Double Blind Peer Reviewed Journal
www.ijsr.net
Paper ID: SR24205122612 DOI: https://dx.doi.org/10.21275/SR24205122612 304
 International Journal of Science and Research (IJSR)
ISSN: 2319-7064
SJIF (2022): 7.942
Table 1: Reliability Analysis
Reliability Analysis
Variables Cronbach’s Alpha Items Mean Std. Deviation
Packaging Color .935 4 3.23 1.077
Packaging Design .941 3 3.83 1.071
Packaging Material .956 5 3.16 1.073
Printed Information .946 3 3.24 1.094
Font Style .949 3 3.80 1.132
Consumer Purchase
.937 5 3.14 .886
Intentions

Table 1 shows the reliability analysis for this study, The lesser than other variables (Alpha=0.935, Mean=3.23,
range of results for Cronbach's Alpha was 0.935 to 0.956. SD=1.077). Given that when a Cronbach's Alpha score
Cronbach’s Alpha for the packaging material is more than exceeds 0.60, it indicates that the variables satisfy the
rest of the variables (Alpha=0.956, Mean=3.16, SD=1.073) internal consistency requirements.
in contrast Packaging color shows that Cronbach’s Alpha is

5.2. Descriptive Analysis

An explanation of the variables is included in Table 2.

Table 2: Descriptive Analysis

Descriptive Analysis
Mean Std. Deviation Variance Skewness Kurtosis
Packaging Color 3.22 1.077 1.161 -.377 -.877
Packaging Design 3.83 1.071 1.149 -1.046 .274
Packaging Material 3.16 1.073 1.152 -.239 -.796
Printed Information 3.24 1.094 1.198 -.318 -.813
Font Style 3.80 1.132 1.284 -.762 -.453
Consumer Purchase Intentions 3.14 .886 .787 .007 -.713

The skewness values varied from -1.046 to 0.007, as Table 5.3. Discriminant Validity Analysis
2 illustrates. The absolute value with the most skewness is
for customer purchasing intents with (Mean=3.14, SD= In this study beside other analysis Discriminant validity
0.886) and lowest for Packaging Design (Mean= 3.83, SD= analysis also was done in order to evaluate how different
1.071). Additionally, the kurtosis values varied from -0.877 and unique each variable is. Table 3 displays the
to 0.274. Packaging Design has the greatest rating, while discriminant validity.
packaging Color has the lowest. Given that the values of
skewness and kurtosis were both within ± 3.5, therefore the
variables satisfied the requirements for univariate normalcy.

Table 3: Discriminant Validity Analysis

Table 3 demonstrates that compared to the values on the 5.4. Multiple Regression
other two dimensions (square of each pair of correlation),
the diagonal (explained square root of variance) is greater. In this study multiple regression has been done to evaluate
Each variable is implied to be unique and distinct by this. the relationship between a dependent variable of the study
and a number of independent variables using multiple
regression. In order to evaluate the impact of brand
packaging, this study implemented multiple regression
analysis to investigate and evaluate the influence of
depended variable on independent variables.

Volume 13 Issue 2, February 2024

Fully Refereed | Open Access | Double Blind Peer Reviewed Journal
www.ijsr.net
Paper ID: SR24205122612 DOI: https://dx.doi.org/10.21275/SR24205122612 305
 International Journal of Science and Research (IJSR)
ISSN: 2319-7064
SJIF (2022): 7.942
Table 4: Multiple Regression
Multiple Regression
Unstandardized Standardized
Model T Sig.
Coefficients Coefficients
B Std. Error B
(Constant) .667 .197 3.432 <.001
Packaging Color .003 .042 .003 .063 .950
Packaging Design .176 .047 .213 3.757 <.001
Packaging Material .221 .044 .268 5.053 <.001
Printed Information .345 .042 .425 8.164 <.001
Font Style -.009 .043 -.011 -.199 .842

Table 4 indicates that 44.7% of the variation in the 5.5. Simple Regression
dependent variable (F=44.858, p<.05) can be attributed to
the product packaging. Additionally, it was discovered that 5.5.1. Simple regression of Packaging Color
the following factors significantly influence customer
purchase intentions: printed information (ß =.425, p<.05), Package color influences customers' purchase intentions
packaging material (ß =.268, p<.05), and packaging design favorably, according to the first hypothesis of simple
(ß =.213, p<.05). Moreover, Font Style (ß = -.011, p>.05) regression.
and Packaging Color (ß =.003, p>.05) are insignificant.

Table 5: Simple regression of Packaging Color

Simple Regression
Unstandardized Standardized
Model T Sig.
Coefficients Coefficients
B Std. Error B
(Constant) 2.587 .167 15.520 <.001
Packaging Color .173 .049 .210 3.534 <.001

Table 5 demonstrates that the hypothesis, which explained 5.5.2. Simple regression of Packaging Design
how container color affects consumers' intentions to buy, is
accepted. Packaging color defines 4.1% of the variance in Package design influences customers' purchase intentions
customer purchase intentions (Adjusted R2=.041, F positively, according to the second theory.
=12.489, p<.05). The influence of the variable Packaging
Color (ß =.210, p<.05) on customer purchase intentions is
significant.

Table 6: Simple regression of Packaging Design

Simple Regression
Unstandardized Standardized
Model T Sig.
Coefficients Coefficients
B Std. Error B
(Constant) 1.981 .187 10.619 <.001
Packaging Design .304 .047 .367 6.487 <.001

The hypothesis, which studied how packaging design explained by packaging design. The purchase intentions of
affects consumers' purchase intentions, is supported by consumers are significantly impacted by the variable
Table 6. According to adjusted R2=.132, F =42.084, p<.05, packaging design (ß =.367, p<.05).
1.32% of the variance in customers' purchase intentions is

5.5.3. Simple regression of Packaging Material

Table 7: Simple regression of Packaging Material

Simple Regression
Unstandardized Standardized
Model T Sig.
Coefficients Coefficients
B Std.Error B
(Constant) 1.836 .146 12.608 <.001
Packaging Material .414 .044 .500 9.498 <.001

Packing material has a favorable effect on customers' accepted. Adjusted R2=.248, F = 90.214, p<.05, 2.48% of
intentions to buy, according to the third hypothesis. the variation in the purchase intentions of customers
attributed to the package material. Purchase intentions of
Table 7 illustrates that the hypothesis, which examined how consumers are significantly impacted by the variable
packing material affects consumers' purchase intentions, is packing material (ß =.500, p<.05.)
Volume 13 Issue 2, February 2024
Fully Refereed | Open Access | Double Blind Peer Reviewed Journal
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Paper ID: SR24205122612 DOI: https://dx.doi.org/10.21275/SR24205122612 306
 International Journal of Science and Research (IJSR)
ISSN: 2319-7064
SJIF (2022): 7.942
5.5.4. Simple regression of Printed Information The influence of printed information on customers' purchase
intentions is beneficial, according to the fourth hypothesis.

Table 8: Simple regression of Printed Information

Simple Regression
Unstandardized Standardized
Model T Sig.
Coefficients Coefficients
B Std.Error B
(Constant) 1.616 .137 11.790 <.001
Printed Information .472 .040 .583 11.776 <.001

Table 8 demonstrates that the hypothesis, which examined 5.5.5. Simple regression of Font Style
how printed information affects consumers' intentions to
make purchases, is accepted. 3.37% of the variance in According to the fifth theory, font design influences
consumers' purchase intentions explained by printed customers' purchase intentions positively.
information (Adjusted R2=.337, F =138.676, p<.05).
Purchase intentions of consumers are significantly impacted
by the construct packing material (ß =.583, p<.05).

Table 9: Simple regression of Font Style

Simple Regression
Unstandardized Standardized
Model T Sig.
Coefficients Coefficients
B Std.Error B
(Constant) 2.302 .182 12.681 <.001
Font Style .222 .046 .283 4.849 <.001

According to Table 9, the hypothesis that examined how International Journal of Scientific & Engineering
font style affected consumers' intentions to make purchases Research.
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Volume 13 Issue 2, February 2024
Fully Refereed | Open Access | Double Blind Peer Reviewed Journal
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Paper ID: SR24205122612 DOI: https://dx.doi.org/10.21275/SR24205122612 307
 International Journal of Science and Research (IJSR)
ISSN: 2319-7064
SJIF (2022): 7.942
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