FUNCTIONALITY OF PRODUCT PACKAGING: SURVEYING CONSUMERS’ ATTITUDE TOWARDS SELECTED COSMETIC BRANDS

Dainora Grundey

42 citations0/0 files storedEconomics & Sociology

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Consumer Packaging Perceptions and Trends Consumer Retail Behavior Studies Consumer Perception and Purchasing Behavior

Abstract

The paper reviews the functions of product packaging and applies the theoretical findings to the empirical research, focusing on secondary and primary data of packaging of cosmetic products. A survey was performed in Kaunas City, Lithuania, to determine the consumers' opinion on four selected cosmetic brands: two brands from Lithuania and two of foreign origin, namely a) Optima Linija and BIOK; b) The Body Shop and L'Occitane. The chosen cosmetic brands are presented as separate mini case studies with a diagnostic comparison at the end. Further on, these brands were evaluated by respondents in Kaunas City (Lithuania), concerning their packaging and characteristics of its functionality.

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References

1972Principles of Marketing 1999Marketing Management: The Millennium Edition 1991Cross‐cultural Colour Comparisons: Global Marketers Beware!1997A Paradigm for Packaging 2004Marketing Communications Management: Concepts and Theories, Cases and Practices

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