International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
Call for Papers | Fully Refereed | Open Access | Double Blind Peer Reviewed

ISSN: 2319-7064


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Masters Thesis | Business Administration | Turkiye | Volume 13 Issue 2, February 2024


The Impact of Brand Packaging on Consumer Buying Behavior in Cosmetics Industry in Turkey

Baseera Mohammad Sayed


Abstract: This study's objective is to examine how customer purchasing behavior in Istanbul, Turkey is affected by cosmetic brands' packaging, including printed information, packaging design, color, font style and packaging material. Several studies show that packaging plays a big part in grabbing consumers' attention when it comes to cosmetic products. As marketers prioritize the consumer's choice, packaging has emerged as a crucial sales promotion strategy utilized by the majority of business organizations. Customers' intentions to buy can be influenced by many factors, but the packaging of a product has the most impact. In this study data is collected via a survey form prepared specifically for this purpose and given to 300 consumers, The received number of responses was 272 which comprising a response rate of 90%. A questionnaire derived from previous research was used to survey the over-18 age group. Analyses of validity and reliability comprised the preliminary statistical inquiry. Regression analysis was used to objectively investigate the established hypotheses. The findings from simple regression imply that every theory was had impact on dependent variable. The results indicate that customers' inclinations to make purchases have been strongly impacted by product packaging. Furthermore, it was shown that printed information, as opposed to packaging material and packaging design had the biggest influence on customers' intents to make purchases. Subsequent investigations might examine the impact of extra packaging elements on customers' purchase intentions.


Keywords: Product packaging, Packaging Color, Packaging Design, Packaging Material, Packaging Font Style, Printed Information, Consumer Purchase Intentions


Edition: Volume 13 Issue 2, February 2024,


Pages: 302 - 308


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