THE IMPACT OF DIMENSIONS OF PACKAGING AESTHETICS ON COSMETICS CONSUMERS' DECISION MAKING

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ZARGAR BALAYE JAME SANAZ; SHAYESTEH MOGHANLOU MOHAMMAD ALI; MAHDIZADEH HAMIDREZA

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Seminar Paper

Paper Information

Seminar: INTERNATIONAL CONFERENCE OF MANAGEMENT ELITES
Year:2016 | Issue:1

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Title

THE IMPACT OF DIMENSIONS OF PACKAGING AESTHETICS ON COSMETICS CONSUMERS' DECISION MAKING

Author(s)

ZARGAR BALAYE JAME SANAZ | SHAYESTEH MOGHANLOU MOHAMMAD ALI | MAHDIZADEH HAMIDREZA

Keywords

PACKAGING DESIGN

AESTHETICS

COSMETICS CONSUMERS

PURCHASE DECISION

ELEMENTS OF PACKAGE

Abstract

BACKGROUND: THE ISSUE OF PACKAGING PLAYS A KEY ROLE IN MARKETING OF CONSUMABLE PRODUCTS. THE USER PERCEPTION OF THE NATURE OF THE PRODUCT THROUGH COMMUNICATION ELEMENTS OF PACKAGING AND ITS BEAUTY HAS IMPACT ON THE USER'S SELECTION, AND THIS IS A SUCCESS KEY FOR MANY MARKETING STRATEGIES.OBJECTIVES: THIS STUDY AIMS TO INVESTIGATE THE IMPACT OF DIMENSIONS OF PACKAGING AESTHETICS ON DECISION MAKING BY COSMETICS' BUYERS IN IRAN.METHODS: TO INVESTIGATE BUYERS' VIEWS ABOUT THE IMPACT OF DIMENSIONS OF PACKAGING AESTHETICS CONSIDERING THE EFFECT OF TWO VARIABLES OF TIME PRESSURE AND INVOLVEMENT LEVEL ON THEIR PURCHASE DECISION, A DESCRIPTIVE RESEARCH WAS CONDUCTED USING A SURVEY FIELD STUDY. THE STUDY POPULATION INCLUDED COSMETICS' CONSUMERS IN TEHRAN BETWEEN 2012 MARCH AND JANUARY 2013. A RANDOM CLUSTER SAMPLING METHOD WAS USED AND 300 QUESTIONNAIRES WERE DISTRIBUTED. IN ORDER TO INVESTIGATE THE RELATIONSHIP BETWEEN VARIABLES AND ANALYZE THE INFORMATION GATHERED FROM THE QUESTIONNAIRES, ONE AND PAIRED-SAMPLES T-TESTS WERE PERFORMED.RESULTS: THE GRAPHICAL AND PHYSICAL STRUCTURE AND THE DIMENSIONS OF PACKAGING AESTHETICS HAVE AN IMPACT ON THE PRODUCT SELECTION (P<0.05). THE INFLUENCE OF ELEMENTS OF PACKAGING AESTHETICS ON THE SELECTION IS MORE POWERFUL WHEN THE PRODUCT INVOLVEMENT LEVEL AMONG CONSUMERS IS LOWER (P<0.05) AND IN A SITUATION IN WHICH CONSUMERS HAVE LESS TIME (TIME PRESSURE) TO SELECT THE PRODUCT (P<0.05).CONCLUSIONS: THE GRAPHIC AESTHETIC PACKAGING AND THE AESTHETIC PHYSICAL STRUCTURE OF PACKAGING HAVE IMPACT ON THE PRODUCT SELECTION, SO INDUSTRIAL AND MANUFACTURING COMPANIES SHOULD CONSIDER THIS IMPORTANT ISSUE.

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APA: Copy

ZARGAR BALAYE JAME, SANAZ, SHAYESTEH MOGHANLOU, MOHAMMAD ALI, & MAHDIZADEH, HAMIDREZA. (2016). THE IMPACT OF DIMENSIONS OF PACKAGING AESTHETICS ON COSMETICS CONSUMERS' DECISION MAKING. INTERNATIONAL CONFERENCE OF MANAGEMENT ELITES. SID. https://sid.ir/paper/910337/en

Vancouver: Copy

ZARGAR BALAYE JAME SANAZ, SHAYESTEH MOGHANLOU MOHAMMAD ALI, MAHDIZADEH HAMIDREZA. THE IMPACT OF DIMENSIONS OF PACKAGING AESTHETICS ON COSMETICS CONSUMERS' DECISION MAKING. 2016. Available from: https://sid.ir/paper/910337/en

IEEE: Copy

SANAZ ZARGAR BALAYE JAME, MOHAMMAD ALI SHAYESTEH MOGHANLOU, and HAMIDREZA MAHDIZADEH, “THE IMPACT OF DIMENSIONS OF PACKAGING AESTHETICS ON COSMETICS CONSUMERS' DECISION MAKING,” presented at the INTERNATIONAL CONFERENCE OF MANAGEMENT ELITES. 2016, [Online]. Available: https://sid.ir/paper/910337/en

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