On consumer behaviors of esthetic easy material packaging

The concept of beauty varies throughout history, era and social structure. On the other hand, what is constant is that of a person who is "beautiful". This interest in the beauty of man has also caused the emergence of aesthetic concept along with art. The concept of beauty has been explained and explored with art for a long time since the early ages. It is not so old that this curiosity of man's aesthetic and beauty is transformed into a marketing component. As a matter of fact, the aestheticization of marketing is a new phenomenon that develops after industrialization. In our age, it has become quite effective on consumer behaviours. Especially in package design, it is one of the influential marketing tools to affect consumer preferences and even purchasing decision. Merchandise is goods for which the consumer does not make much effort to reach and buy. Consumption of goods is done in daily life very easily. In this study, primarily the focus on the concept of aesthetics, the historical roots of aesthetics and the views on aesthetics are discussed. Afterwards, concept of goods (goods), classification of goods and packaging, packaging types were handled easily. Aesthetic consumer behavior and consumer satisfaction are examined. Aesthetic value has been determined and value and evaluation relation has been put forward. After presenting the conceptual framework and basic information of the research, the problem situation related to the research is explained. Consumer relations have been discussed in determining the aesthetic value and affecting goods consumption. In this study, a pilot application was made to investigate the effects of aesthetically pleasing goods packages on consumer behavior. The scale developed for this application was applied to 400 participants and the results were analyzed by T-test, Chi-correlation and variance analysis tests in SPSS program. The research has dealt with the aesthetically pleasing consumer goods package in four dimensions as visual presentation, informative content, usability and recycling feature. It has been proven in research that the dimension that the consumer is most aware of in these dimensions is the informative quality.