THE ROLE OF DERMOCOSMETIC PACKAGING IN CONSUMER BUYING DECISIONS
Abstract
The aim of this study is to identify the role of packaging as a determining factor in the purchase of dermocosmetic products, and to assess the impact of various elements and features of dermocosmetic packaging on product perception and buying decisions made by consumers. A direct personal interview survey covered a group of female consumers making regular purchases of dermocosmetic products in pharmacies. The survey revealed that although dermocosmetic packaging is not seen as one of the major determinants to purchase, its close connection to the perception of a dermocosmetic’s safety cannot be ignored. While shopping, consumers tend to consider the following features of dermocosmetic packaging: its effectiveness in protecting the product; label information; and product security.
Downloads
References
Adofo, A.O. (2014). The effect of beauty product packaging on consumer buying decision (A case of selected shops in the New Juabeng Municipality, Ghana). Business and Management Review, 5 (3), 14–21.
Ankiel-Homa, M. (2012). Wartość komunikacyjna opakowań jednostkowych. Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu, Poznań.
Baranowska-Skimina, A. (2012). Polscy konsumenci a dermokosmetyki. Retrieved from: http://www.egospodarka.pl/77907,Polscy-konsumenci-a-dermokosmetyki,1,39,1.html [accessed: 28.04.2020].
Ezekiel, M.S., Anyadighibe, J., Samuel, E.N. (2014). The effects of packaging on consumer choice of cosmetic products: a case of University of Calabar Community. International Journal of Economics, Commerce and Management, 2 (4), 1–11.
Grundey, D. (2010). Functionality of product packaging: surveying consumers’ attitude towards selected cosmetic brands. Economics and Sociology, 3 (1), 87–103.
GUS (2015). Ludność według płci i wieku. Stan w dniu 31.12.2015, Warszawa.
Jurowczyk, P. (2013). Płeć a proces podejmowania decyzji w miejscu zakupu. Handel Wewnętrzny, 2 (343), 83–94.
Kieżel, E., Smyczek, S. (2012). Zachowania rynkowe kobiet. Wybory i determinanty. Placet, Warszawa.
Lisińska-Kuśnierz, K., Ucherek, M. (2006). Opakowania w ochronie konsumenta. Wydawnictwo Akademii Ekonomicznej w Krakowie, Kraków.
Malinowska, P. (2015). The impact of selected elements and features of unit packages of dermocosmetic products on product perception and buying decisions taken by consumers. Intercathedra, 31 (2), 35–42.
Malinowska, P. (2016). Informational function of dermocosmetics’ packaging. Towaroznawcze Problemy Jakości, 2 (47), 94–103.
Mohamed, N.B.A., Medina, I.G., Romo, Z.G. (2018). The effect of cosmetics packaging design on consumers’ purchase decisions. Indian Journal of Marketing, 48 (12), 50–61.
Mruk, H., Pilarczyk, B., Michalik, M. (2014). Marketing strategiczny na rynku farmaceutycznym. Wolters Kluwer S.A., Warszawa.
Rzeźnik, S.Z., Kordus, K., Śpiewak, R. (2012). Kosmeceutyki i dermokosmetyki – unikalna kategoria produktów do pielęgnacji skóry czy zwykły chwyt marketingowy? Estetologia Medyczna i Kosmetologia, 2 (4), 101–103.
Saghir, M. (2002). Packaging information needed for evaluation in the supply chain: the case of the Swedish grocery retail industry. Packaging Technology and Science, 14, 37–46.
Topoyan, M., Bulut, Z.A. (2008). Packaging value of cosmetics products: an insight from the view point of consumers. ICOVACS, 183–190. Retrieved from: www.kisi.deu.edu.tr/mert.topoyan/dosyalar/topoyan-bulut.pdf [accessed: 28.04.2020].
Urząd Ochrony Konkurencji i Konsumentów (2007). Konsumentów portret własny – raport badawczy. Warszawa.
Walden-Kozłowska, A. (2005). Towaroznawcze aspekty badania i oceny wartości promocyjnej opakowań jednostkowych towarów powszechnego użytku. Wydawnictwo Akademii Ekonomicznej w Krakowie, Kraków.
