The influence of cosmetics packaging features on consumer purchasedecision

In the highly competitive cosmetic sector, the significance of packaging attributes in influencing consumer buying decision has drawn the attention of researchers and marketers. Packaging nowadays is considered as a marketing tool to amplify the competitiveness of products. This study seeks to explore how various packaging features influence consumer buying decision. the purpose of this study is to identify the impact of packaging attributes on consumer purchase decision, focusing on the cosmetic industry as well as the relationship between consumer purchase decision as the main dependent variable of the study and various independent variables mainly packaging color, printed information, packaging material and packaging shape that help consumers in their decision buying process. This study is based on both primary and secondary data, the primary data was collected through an online questionnaire. To conduct the research, a convenience sampling technique was used to collect data from 450 respondent mainly university students in Istanbul, Turkey. SPSS has been used to analyze and evaluate the data; thus, Pearson correlation and regression analysis were conducted to test the hypotheses. The results revealed that there is a significant relationship between consumer purchase decision and the four packaging features color, shape, material, printed information of cosmetics products. Hence, packaging attributes have a statistically significant effect on university students purchase decision. The findings of this study contribute to a deeper understanding of the importance of packaging features in the cosmetic industry, in influencing consumer decisions, Moreover the outcome will be dedicated to provide valuable insights for marketers and designers to help them develop innovative packaging solutions that align with consumer preferences and drive competitive advantage in a dynamic marketplace.