Prioritization of packaging design criteria using the analytics hierarchy process (AHP): A case study in the cosmetics sector

The increasing number of working women both in our country and worldwide, coupled with a rising awareness of physical appearance, represents the fundamental factor driving the growth of the cosmetics market. The global cosmetics market value is estimated to range between $335,95 and $419,8 billion in 2024, and it is projected to reach $556,21 billion by 2032. In this highly competitive industry, packaging is not merely a structural element serving product protection, but also a strategic component that reflects brand identity, influences consumer perception, and assumes environmental responsibility. Adaptability to manufacturing processes, cost-effectiveness, recyclability, and sustainability requirements stand at the forefront of packaging design issues. The purpose of this thesis study is to systematically address the criteria guiding packaging design in the cosmetics sector and to reveal their degrees of importance. In order to consider multi-dimensional factors in the decision-making process and to quantify the subjective evaluations of decision-makers by transforming them into a mathematical structure, the Analytic Hierarchy Process (AHP) method was utilized in the study. Within the scope of the model, 6 main criteria—Functional, Aesthetic, Psychological, Economic, Environmental, and Brand Image—along with 36 sub-criteria were evaluated, and the consistency ratios of the matrices (CR < 0,10) were verified. Consequently, this study demonstrates that packaging design decisions are not solely visually oriented, but must be considered holistically with production efficiency, cost-effectiveness, customer loyalty, and environmental responsibility. The research findings will contribute to the development of more sustainable and competitive packaging strategies for enterprises, thereby adding significant value to both academic literature and sectoral applications.