The Impact of Packaging Design of Cosmetic Products As A Marketing Tool To The Purchasing Behavior of The Consumers in Tupi, South Cotabato

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Republic of the Philippines

Department of Education
Region XII
Division of South Cotabato
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TUPI NATIONAL HIGH SCHOOL
H Senior High School Department
Accountancy, Business and Management
Poblacion, Tupi, South Cotabato
THE IMPACT OF PACKAGING DESIGN OF COSMETIC PRODUCTS AS A

MARKETING TOOL TO THE PURCHASING BEHAVIOR OF CONSUMERS IN TUPI,
SOUTH COTABATO
______________________________________________________________________
A Practical Research Paper Presented to the Faculty of

the Senior High School Department
Tupi National High School
Tupi, South Cotabato
In partial Fulfilment of the Requirements

for the Strand in
By:
Andayran, Arvee
Estorque, Adeliza
Dalaguit, Kylle Kleven V.
Dalo, Mary Ann
Dimalilay, Bosrah M.
Lico, Orly
Maldepeña, Mikkah Alyzza L.
Mission, Chloe
To:
MR. NELSON B. MALIFICIADO
Practical Research Teacher
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Chapter I
THE PROBLEM
Introduction
In today’s competitive business environment, different types of products, goods
and services are increasing progressively. To standout in a crowd of competitors,
companies are building legendary developments to get the competitive edge for
marketing the products to the final buyer. One of the essential marketing tools is the
packaging design which distinguishes a product from the rest of the products. An
extraordinary package design sets up expectation for a great product. This means that a
product can be considered of a high or luxurious quality because of its packaging.
Packaging design stands for the overall impact of a certain product. Thus, It must be
robust and of good quality to impress the consumers and to increase sales and market
share.
Upon opting which concrete sector would be the most preferable for evaluating
the effect of products packaging on consumers’ choice, the cosmetic sector was
selected for some reasons. EU Commission (2000) stressed that cosmetic products
refer to any substance that are placed on the external parts of the human body i.e.
epidermis, lips, hair system, nails, and external genital organs. Even with teeth and the
membranes of oral cavity mainly for cleaning them, perfuming, changing their
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appearance and for keeping them in good condition. Moreoever, the market of
cosmetics has been improving and beauty trends have become an important
component of people’s daily lives.
This study focused on the relationship between the consumer purchasing
decision and the elements of packaging design in order to measure the impact of
packaging on consumers. The study’s goal is on the assessment of the effect of
Packaging Design of Cosmetic Product to the Purchasing Behavior of the Consumers. It
is expected that this breakthrough will be of great help to the producers and buyers
alike.
Statement of the Problem
The study aims to determine the effects of Packaging Design of Cosmetic Products
as a Marketing Tool to the Purchasing Behavior of the Consumers in Tupi, South
Cotabato.
Specifically, it intends to answer the following questions:
1. Is there a significant difference on the consumers’ purchasing behavior towards
the packaging design when grouped in terms of their social demographic profile?
1.1 Age
1.2 Sex
1.3 Educational Attainment

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1.4 Occupation
2. Is there a significant effect on the use of packaging design as a marketing tool to
the purchasing behavior of the consumers?
3. Which element of packaging design is more important for the consumers?
2.1. Label
2.2. Color
2.3. Language Used
2.4. Size and shape
2.5. Design of Wrapper
2.6. Packaging Material
Hypothesis
1. There is no significant relationship between the packaging design of cosmetic
products and the purchasing behavior of the consumers.
2. There is a significant relationship between the packaging design of cosmetic
products and the purchasing behavior of the consumers.
Significance of the Study

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This study aimed to assess the effect of Packaging Design of Cosmetic Products
to the Purchasing Behavior of the Consumers. This study is also of significance to the
following:
To The Manufacturers/Producers. The results of the study will be significantly
helpful as it will help to identify the factors influencing the consumers’ behavior on
purchasing cosmetic products. Hence, this will assist companies in creating effective
package design which would attract customers.
To the Buyer. Since this study will be mainly for decision making purposes, this
will be beneficial because this will help the marketer to have better understanding and
awareness in terms of the product they are purchasing.
To the Community. Almost everyone uses cosmetic products which can upsurge
the community’s economic growth and build-up the level of competitiveness of the
locality.
To the Researchers. This would be a sort motivation to other researchers to
investigate more on things that are contributing to the community’s betterment. This
study will also help them to gather more insights, knowledge and suggestions for future
research and to propose future directions for future researches.
Scope and Delimitation

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The research was conducted to give information, statistics, and concrete data on
the effect of packaging design of cosmetic products to the purchasing behavior of
consumers. Also, the research will determine the main element influencing the
consumers to purchase a cosmetic product.
This study was conducted in Barangay Poblacion, Tupi, South Cotabato. The
researchers settled in this locality for the assurance that they can easily gather data and
information at any time of their convenience because this barangay has the most
number of people on the said town. Also, it won’t cost the researchers high
transportation fees as they live in vicinity.
The researchers conducted this research to adolescents, young adults, and
adults to study and analyze the consumers’ attitude, preferences, intensions and
decisions toward cosmetic products. Topics that are not mentioned are beyond the
study.
Definition of Terms
Packaging. Conceptually, it is the wrapping material around a consumer item
that serves to contain, identify, describe, protect, display, promote and otherwise make
the product marketable. Operationally, it refers to the independent variable of the study
which serves as the foundation of the dependent variable.

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Purchasing Behavior. Conceptually, it is the decision processes and acts of
people involved in buying and using products. Operationally, it refers to the dependent
variable of the study which also determines the consumers’ way of purchasing in terms
of packaging design.
Cosmetic Products. Conceptually, cosmetic products refer to any substances or
preparations that are intended to be placed in contact with the various external parts of
the human body. Operationally, this refers to the factor affecting the independent
variable in order to specify the main focus of the study.
Conceptual Framework
The figure below shows the relationship of the independent variable and the
dependent variable.
Independent Variable Dependent Variable
Packaging Design of Cosmetic

Products: Consumers’ Purchasing
Behavior
- Packaging color
- Packaging label
- Language used
- Brand image
- Design of wrapper
Figure 1
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Chapter II
REVIEW OF RELATED LITERATURE
This chapter presents the related literature and studies which are found to have a
direct bearing to the present investigation to fully understand understand the research to
be done and lastly the definition of terms for better comprehension of the study.
Related Literature
Package Design
Kotler (2005) defines packaging as all the undertakings of creating, designing
and producing the container of a product. Quail (2005) claims that package is a wrapper
or container for goods that serves a heap of purposes including fortification and
narrative description of the contents, theft deterrence, and promotion.
Label
One of packaging’s functions is to convey and deliver product information to the
consumers, which ultimately can assist consumers in making their decisions in terms of
purchasing. An example of such signiﬁcant information is labeling. The trend towards
healthier eating has highlighted the importance of labeling, which allows customers to
have the opportunity to carefully consider alternatives and make informed food choices
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(Coulson, 2000). The information on packaging is an important component as it plays a
role in marketing communication strategies of companies, establish brand image and
identity. Vakratsas and Ambe,r (1999) states that low involvement includes inattentively
reading and examining product information, while high involvement consists of careful
evaluation of information and may lead to purchase intentions (Silayoi and Speece,
2004). However, a concern about packaging information is the possibility that it can
create confusion by conveying either too much information or giving misleading or
inaccurate information. For instance, to maximise the information carried on products,
manufacturers might use very small fonts and very dense writing styles, which can
reduce readability.
Color
Color is involved in almost every aspect of our daily life. The presence of colour
becomes important in packaging design whereby, colors used in packaging can help
draw consumer attention and used by companies to differentiate its product from other
competitors. Silayoi and Speece, (2004) founded that when consumers are looking for a
particular product on the shelf, packages with the same range of color would attract
their attention better than others. In the packaging of products, colors used in packaging
can help draw customer’s attention, which also affects consumer’s emotion directly and
immediately about the particular product. Asadhollahi and Givee, (2007) suggested that
the package colors communicate, reflect and exhibit some salient features and
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intangible attributes of the brand. It therefore means that the colors convey special
messages about the brands which ultimately create a deep long lasting impression and
image about the product in a unique selling proposition. According to Singh, (2006)
color perceptions vary across cultures and most of the religions are believed to have
their sacred colors. Color of packaging has different meaning such as a green color
signify the natural, secure relaxed or easy going. Red colors designate the human
excitement, hot, passionate and strong. Orange colors represent the power, affordable
and informal. Brown colors represent the informal and relaxed masculine nature
whereas white color indicates goodness, purity, cleanliness, refinement and formality.
Black color power authority and mystery. However, consumers often perceived the
quality of product by using or relating the color on the package.
All that material which are often used in the impact of colour on package and
structure have effect on the consumer emotions, perception to quality and buying
behavior
Graphics
Graphics comprises of an image layout, color combination, typography, and
photography. The combination of all these components communicates an image. Deng,
(2009) opine that visual aspect of packaging has an especial importance in the process
of foods purchase due to its role in establishing direct relationship with customer and its
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effect on customer mind. Graphics on the package are important detailed information
about the product. If used properly, this element can become an identifier for the brand
utility and quality of the product only by the imagery that is related to it. According to
Underwood et al. (2001), consumers fill so excited to imagine the tastes, feels, or smells
of a product while they are looking at the graphic on the packaging. However, an eye-
catching graphics influences the customer’s interest towards the product, makes the
purchase decisions quickly and easily sold.
Klimchuk and Krasovec, (2006) emphasized that typography is the medium that
is used to form the verbal information on a package. Its importance is derived from the
visual appearance of the wording on a package, which appears to be essential attribute
to the design of product’s package. When products are displayed on the shelf, the basis
for package typography is to reduce time spent looking for the particular brand by virtue
font style. In conjunction with the appearances, fewer words are better as customers are
influence on visuals compared to evaluating written claims.
Today, with the usage of innovative skills, there are many varieties of typestyles
including different font, upper and lower case, bold or italic. This appearance aims at
different meanings and visually creates certain effect. Underwood (2003) suggest that
the product package typography affect the brand identity and personality due to multiple
structural and visual elements, including brand logo(s), colours, fonts, package
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materials, pictorials, product descriptions, shapes and other elements providing rich
brand associations. The typography used in packaging varies not only by style, but it is
also reliant on package’s shape and size. It also depends on the kind of information that
is being styled, for example the brand name, product name or the content information.
The typestyle on a package needs to be attractive, exciting, distinctive, easy and
understandable to read in accordance to the entire package design. Obviously, the
phrasing itself is important for the consumer at the point of purchase, but the way that
the verbal message is presented is significant as well.
Size and Shape
Size and shape are also significant factors in designing the package for a
product. Consumer interacts with these two elements in order to make purchase
decisions. The size and shape of the package can contribute significantly to the
consumer’s behavior towards the product. This will help improve consumer purchase
intention towards buying the product. The actual size and shape of a package has a
strong communication because it makes it easier for consumers identify certain
products. It is generally recognized that sizes and shape convey strong emotion on the
consumers. Silayoi and Speece, (2007) emphasized that elongated shape and
appropriate size causes the consumer to think of the package as having better product
volume and cost efficiency. This suggests that when product quality is hard to
determine, the effect of packaging size is stronger. Thus, elongating the shape within
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acceptable limits should result in consumers thinking of the package as a better value
for creating marketability for the product.
Size and shape plays a large part in the presentation of bottled beverages and
circular canned packaged foods products for example, malt, Tomato ketchup, vinegar
and so forth. Attractive size and shape like the perfume product, gives appeal to the
product. There are also different kinds of shapes like square, rectangle oval, circular
and other geometric shape which have an appeal in various directions and may be used
in advertisement for certain kinds of branded foodstuffs like pepper, coffee, and
beverage. Shapes are of two dimensional, and may be grouped into two classes:
geometric, which includes square, rectangle, triangular, circle and so on. Forms are of
three dimensional and include the tube, pyramid sphere, cylinder and so on. Packages
with a unique size and shape help customers in differentiating products from
competitors.
Design of Wrapper
Kotler (2007) said that an interesting design is the main factor that convinces a
significant part of consumers to purchase a product in the last moment when deciding
about which product to buy. Mousner (2008) agreed that a well designed wrapper can
capture a consumer’s attention at many levels. The wrapper design must enhance the
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brand value and should allow the consumer to classify the product from a price and a
quality point of view (Ambrose and Harris, 2011).
Rabinowitz (2002) defined design of a wrapper as a production of a container
that engages a consumer’s attention. Rizwan, Vishnu and Muhammad (2014) are
convinced that the design of a wrapper plays a key role in in attracting the consumers
and also that the most sensitive to the wrapper design are children between 10-18
years. Aesthetic elements of a design must be chosen correctly to fulfill the objectives of
a brand and in the same time satisfy the consumer (Kotler and Keller, 2012).
Consumers often prefer authentic and original design over a corporate design of a well-
known brands (Gibss, 2015).
Packaging Material
The history on the use of package materials is as old as man. Since prehistoric
period, nature has proved the main source of packaging materials which includes:
leaves, animal skin, pottery vessels, and woven bags etc. However, these have evolved
to processed materials such as plastic, paperboards, wood, corrugated boxes, metal,
polypropylene, and glass as materials for packaging. The package material used in
packaging is an important element that plays a role in consumer’s purchase decision
based on perceived status and quality of the package system. It is more likely that the
high quality material attract customer more than low quality material. According to Smith
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and Taylor, (2004) consumers link the packaging material is associated by consumers
with certain essential values of the product. In addition, consumer perceptions regarding
certain materials could change the perceived quality of a product. All these functions of
the package, requires a variety of materials to meet the packaging needs of the
thousands of local products available in our economy. Klimchuk and Krasovec, (2006)
divide materials used for packaging into several types: paperboard, plastic, glass, metal
and polypropylene.
a.) Paperboard – It is one of the most widely common used packaging materials. It has
rich variety of different forms and different thickness, and it can also be cost-effective
and recyclable. Food packages made from paper can be formed into simple or
elaborate designs, because it is flexible and easy to work with. Other benefits using
paperboard include light in weight and excellent surface for printing.
b.) Plastics – Plastic materials are very diverse and they are used in almost every
product category. They are flexible and can be formed in different shapes, thickness,
sizes, colours or remain transparent. Plastic materials are frequently used for innovative
packaging shapes and designs and offer several advantages over other packaging
materials in its durability and low weight. Plastics are often classified into two categories
such as: thermoplastics and thermoset plastics. Thermoplastics can be re-formed into a
desired shape after being melted and are commonly used to produce plastic bags,
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pouches, bottles, trays and cups. A thermoset plastic is very strong once formed, and
will decompose before melting.
c.) Glass – Nowadays, glass is commonly used as packaging material for food,
beverages, fragrances, etc. Glass containers can be produced in different shapes,
colours, sizes. They can be a trademark for a certain brand and become a distinctive
and an innovative package of a product. The most common glass containers in food
and beverages category are jars and bottles.
d.) Metal – Metal packaging is also one of the most common methods for product
preservation on the market for fast moving consumer goods. It is generally made of
aluminum, steel, or tin. It is a low-cost product and it can also be recyclable, flexible,
under different forms, shapes, and sizes. Furthermore, it can preserve food and
beverages for considerably long period. Most frequently, metal packaging is
represented either in the form of a can or a tube.
e.) Polyethylene (plastic bags) - Polyethylene is a predominant material commonly used
for powdered food and snacks products. Polyethylene is of two diverse forms, high and
low density. High-density polyethylene is stronger, thicker, less flexible and more brittle
than low-density. Low-density polyethylene is heat sealable, inert, redolence free and
shrinks when heated. The polyethylene is clear, allowing for easy inspection of the
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contents, and readily accept high quality graphics. It is less expensive and therefore
widely used.
Cosmetics
Lintner (2009) defined cosmetics as substance or mixture of substances,
manufactured, sold, or represented for use in cleansing, improving or altering the
complexion, skin, hair or teeth and includes deodorants and perfumes. According to the
U.S. Food and Drug Administration (2009), cosmetics are articles intended to be applied
to the human body for cleansing, beautifying, promoting attractiveness, or altering the
appearances without affecting the body’s structure or functions. As EU Commission
(2010) claimed a "cosmetic product" shall mean any substance or preparation intended
to be placed in contact with the various external parts of the human body (epidermis,
hair system, nails , lips and external genital organs) or with the teeth and mucus
membranes of the oral cavity with a view exclusively or mainly to cleaning them,
perfuming them, changing their appearance and/or correcting body odors and/or
protecting them or keeping them in good condition. Sakamato et al. (2017) said that
cosmetics are daily goods that many consumers use in their life, and their quality and
safety must be assured under governmental standards and provided by the entities
that distribute them to the consumers, which are the manufacturers that produce and
sell these goods.

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Consumer Behavior
The modern market consists of a big variety and diversity of packages, designs,
products, goods, and services. It develops and innovates daily and makes
improvements in strategies permanently. However, it would not put so much effort into
the development if the consumer and the overall society would not need and require
new products, product ideas and functions. The market is the dependable sector of
industry and the consumers are only one indispensable element of market performance
which allows the industries to exist and grow. In order to create an appropriate product
or service, companies need to understand the consumers, their behavior and
perception, and to meet their needs and requirements.
Consumer behavior is the process involved when individuals or groups of people
select, purchase, use or dispose of products, services, ideas or experiences to satisfy
their needs and desires (Solomon & Bamossy & Askegaard & Hogg 2010). There are
different people with different roles who are involved in this process: the purchaser,
whose function is to buy the product or service; the user who uses the actual product or
service; and the influencer who provides information and recommendations for or
against the product or service without buying or using it. (Solomon & Bamossy &
Askegaard & Hogg 2010, pp. 6 - 7.)

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Understanding the consumer is a good business strategy for the company. The
companies and firms operate in order to satisfy the consumers’ needs which are the
basic concept of marketing. Here, the consumer segmentation is a major element to
meet their wishes and requests. The consumer can be segmented by different
dimensions such as demographics (age, gender, social class, religion, etc.), geographic
(region, country), psychographic (self-concept, personality, lifestyle), and behavioral
(product usage, benefits, desires, etc.) (Solomon et al. 2010, pp. 8 - 9). Furthermore,
there are also different types of consumers who influence the market; e.g. global
consumer whose devotion is to brand products and goods and green consumers who
feel responsibility for social and moral issues.
Types of Consumer Buying Behavior
Routine Response Behavior
This type of buying behavior is used for the frequently purchased items like
groceries. Consumers have low involvement with these low-cost items and do not
search extensively for information. They are purchased almost automatically, which is
why this type of consumer buying behavior is also known as programmed response
behavior or habitual buying behavior.

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Limited Decision Making
This type of buying behavior occurs for products bought only occasionally, such
as clothing. The consumer may or may not have to do an external information search.
For some purchases, this behavior could potentially require a moderate amount of time
to gather information.
Extensive Decision Making
This type of buying behavior is also known as the complex buying produces,
because the consumer is highly involved in the buying process and spends significant
time collecting information about the product. In this case, the consumer is typically
unfamiliar with the product and it is an expensive and/or risky purchase. Some
examples include homes, cars, computers, or even education. In this case the
consumer goes through all six stages of the buying process.
Impulse Buying
This type of buying behavior is typically for low-cost items and doesn’t involve
any conscious planning. Eye-catching packaging in a retail store will often compel a
shopper to make an impulse purchase in order to try the product. Interestingly enough,
the impulse buying process is not as simple as it sounds. There are multiple dimensions
within the impulse buying behavior pattern:

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1) The spontaneous urge to buy: in most cases this is when the person
experiences an unexpected desire to buy in response to an advertisement.
2) Power and compulsion: occurs when, after encountering the product, the
consumer feels an urgent desire to purchase.
3) Excitement: occurs when the consumer encounters a product that evokes
feelings of happiness or excitement.
4) Synchronicity: when the consumer feels instant compatibility with a product,
as if it was a miracle that he or she was at the right place and right time to have
encountered the product.
5) Product animation: where each product has its own mysterious appeal.
6) Hedonic elements: occurs when purchasing the product produces positive or
negative emotions, such as satisfaction or guilt.
7) Conflict: refers to the emotional conflict within the buyer as a result of
unplanned purchases.
8) Disregard for consequence: on this occasion, the strong urge to purchase
causes consumers to disregard the consequences.

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Perception
Nature endows people with feelings and senses by which a person can
experience the environment. Perception assists a person in understanding his or her
surroundings and phenomena as a more detailed concept. In other words, perception is
the process by which physical sensations such as sights, sounds, and smells are
selected, organized, and interpreted (Solomon et al. 2010, p. 118).
People during their entire life get tons of information which subsequently is
filtered and selected. The information can be in form of natural or background noise,
advertising or news, or even a sound. Here, people get information automatically and
react on it according to their needs, wishes or experience. People notice only a small
amount of stimuli and pay attention to an even smaller amount. The meaning of these
stimuli is interpreted by the individual according to his needs and experiences. Figure 3
represents the process of perception where the stages of sensation, attention and
interpretation are illustrated.

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Figure 3. An overview of the perceptional process (M. Solomon, G. Bamossy, S.
Askegaard, M. K. Hoog, 2010, p. 119.)
Stimuli
Sights/Colors
Colors are rich in symbolic value and cultural meanings (Solomon & Bamossy &
Askegaard 1999, p. 44). For instance, the color red is associated with blood, wine-
making, activity and heat in many countries but is poorly received in some African
countries. The color white is identified with purity and cleanliness in the west while in
parts of Asia this color symbolizes death. Yellow indicates a merchant in India. Grey
means inexpensive in Japan and China but high quality and expensive in the U.S.
Hence, colors can provide different meanings but can also be used to evoke positive or
negative feelings. Marketers consider color as an integral part of their strategies. Before
introducing color and color combinations, marketers need an understanding of how it is
perceived in each part of the world and consider the fact that the popularity of colors is
depending on the culture.
The marketers can create the colors which will meet consumers’ expectations.
The color combination can be associated with a particular brand or company name.
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When creating new design packaging or advertising, marketers rely on visual
elements and use them in a proper way in order to attract consumers.
Sound
Solomon & Bamossy & Askegaard (2010) deem that sound can affect people’s
feelings and emotions. It is well-known fact that music can affect mood and the
influence of speaking rate on attitude change and message comprehension (Solomon et
al. 2010, p. 125).
Smell
The pleasant smell of a product can affect the emotions or have a calming effect.
The smell can evoke memories or relieve stress. (Solomon et al. 2010, pp. 124 - 125.)
The scent can also communicate information about the product: novelty e.g. book or
fashion e.g. perfume.
Taste
By this human perception element, people can feel and evaluate product quality
e.g. cheese or chocolate. Taste has effects on consumer experience with a product.
Texture/Touch
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This sensory channel is very important. A person’s mood is stimulated or relaxed
by sensation of the skin, for instance. Touching assists consumers in evaluating a
material whether it is smooth, soft or stiff and assessing the product quality or fabric
texture.
Sensation
The introduction to stimulus is the first step in the processing the information. The
sensory organs are activated and are ready to process and evaluate the information.
Here, consumers filter and select necessary information and adapt it to their needs and
desires.
Attention
Attention is the degree to which consumers focus on stimuli within their range of
exposure (Solomon et al. 2010, p. 130). Nowadays consumers are exposed to a lot of
advertising and design stimuli forcing marketers to become creative and original in
products and images in order to appeal to the consumers. When many stimuli are
competing to be noticed, one will receive the attention to the extent that it is different
from others. Here, size and color can catch the attention and can be a way to achieve
contrast.
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Interpretation
The final stage in the process of perception is interpretation. Interpretation is the
process through which individuals and groups give a meaning to exposed stimulus
(Solomon et al. 2010, p. 132). People differ in terms of the stimuli they perceive as in
meanings and interpretations they can make. Here, the interpretation can also vary from
cultural and individual differences.
Consumer decision-making and Packaging
There are many communication instruments in marketing such as advertising
and product demonstration. However, when these traditional tools face the problem of
reaching the target audience, the package and packaging design are better able to
reach and influence potential and prospective customer. Here, the necessary attributes
of the packaging design can become very effective in marketing communications.
The package interaction with the consumer can evoke attention and involve the
consumer with the information processing process. Here, the information about the
product is investigated and results with the buying decision. However, if the consumer is
not motivated to learn about the product, the package characteristics such as color,
graphics, image, and shape can induce a positive or negative attitude towards the
product (Mooy et al. 2002, p. 434).

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Therefore, the package standing on the shelf affects the consumer decision
making process. The package design needs to insure that consumer response is
favorable and that they perceive the actual packaging design positively. Kupiec et al.
(2001) say that the intention to purchase also depends on the degree to which
consumers expect the product and package to satisfy their needs and desires (Silayoi et
al. 2004, p. 610).
Related Studies
Foreign
Stechova (2017) presented that 59.9% of the respondents find the design as the
most important factor that attracts the consumers when making a purchase. Followed
by the sale alert (52.3%). For this reason, it can be assumed that the packaging with
interesting design and a label announcing sale will attract the consumers’ attention more
than other products. It can also be said that thorough description of a product
description and its use, packaging size, and a packaging that simplifies a product usage
are very important factors for approximately quarter of the respondents. In addition, the
packaging size and a packaging simplifying a product usage are partially important for
more than half of the respondents. Product accessories, e.g. mirror or a small blush, are
also partially important for nearly half of the respondents.

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Dogan and Sener (2015) reported findings by presenting the information on the
strength of the relationship between the packaging elements and the consumer
purchase desicion. Calculated multiple correlation (R) value (= 0.728) demonstrated a
strong result relationship between the packaging elements and the consumer purchase
decision. According to the R square results, 53% of the consumer purchase decision
can be explained by the packaging elements. Thus, the packaging elements have a
high-level influence on the consumer purchase decision.
In the study of Liu (2011), 78 respondents chose the Classic and Simple style of
cosmetic products, 62 consumers preferred Cool style, 43 people desired Sexy and
Wild style, 32 respondents picked Sportive style, 30 people chose Special Shape and
Fairy styles, and 29 preferred Retrospective and Old style.
Ahmed et al. (2014) reported findings by determining whether there is a
connection between the consumer buying behavior and the different elements of
package design. To justify the findings, the researchers used Pearson Correlation which
proved that there is a moderate relation between the consumer buying behavior and the
packaging color and wrapper design, which are significant. Thus, it is said that
packaging color and wrapper design attract the gazes of the consumers when making a
decision on which product to purchase.

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Local
Pohtam et al. (2016) presented that upon looking at a stack of similar cosmetic
products, 60% opted for the mixing of the mix colors and sober colors. Whereby, 29%
opted for light colors. This shows that the scores are almost the same which can come
up to a decision where colors such as white, light blue, yellow, brown, and so on
influence consumers to purchase a product especially if the products have to be
differentiated in terms of packaging.

The Impact of Packaging Design of Cosmetic Products As A Marketing Tool To The Purchasing Behavior of The Consumers in Tupi, South Cotabato

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L

Republic of the Philippines

THE IMPACT OF PACKAGING DESIGN OF COSMETIC PRODUCTS AS A

A Practical Research Paper Presented to the Faculty of

In partial Fulfilment of the Requirements

In today’s competitive business environment, different types of products, goods

and services are increasing progressively. To standout in a crowd of competitors,

product can be considered of a high or luxurious quality because of its packaging.

component of people’s daily lives.

This study focused on the relationship between the consumer purchasing

packaging on consumers. The study’s goal is on the assessment of the effect of

Packaging Design of Cosmetic Product to the Purchasing Behavior of the Consumers. It

Statement of the Problem

as a Marketing Tool to the Purchasing Behavior of the Consumers in Tupi, South

Specifically, it intends to answer the following questions:

1. Is there a significant difference on the consumers’ purchasing behavior towards

1.3 Educational Attainment

2. Is there a significant effect on the use of packaging design as a marketing tool to

the purchasing behavior of the consumers?

3. Which element of packaging design is more important for the consumers?

2.3. Language Used

2.4. Size and shape

2.5. Design of Wrapper

2.6. Packaging Material

1. There is no significant relationship between the packaging design of cosmetic

products and the purchasing behavior of the consumers.

2. There is a significant relationship between the packaging design of cosmetic

products and the purchasing behavior of the consumers.

Significance of the Study

To The Manufacturers/Producers. The results of the study will be significantly

package design which would attract customers.

awareness in terms of the product they are purchasing.

To the Researchers. This would be a sort motivation to other researchers to

research and to propose future directions for future researches.

Scope and Delimitation

the effect of packaging design of cosmetic products to the purchasing behavior of

consumers to purchase a cosmetic product.

transportation fees as they live in vicinity.

The researchers conducted this research to adolescents, young adults, and

Packaging. Conceptually, it is the wrapping material around a consumer item

which serves as the foundation of the dependent variable.

Purchasing Behavior. Conceptually, it is the decision processes and acts of

Cosmetic Products. Conceptually, cosmetic products refer to any substances or

variable in order to specify the main focus of the study.

Independent Variable Dependent Variable

Packaging Design of Cosmetic

REVIEW OF RELATED LITERATURE

Kotler (2005) defines packaging as all the undertakings of creating, designing

narrative description of the contents, theft deterrence, and promotion.

One of packaging’s functions is to convey and deliver product information to the

purchasing. An example of such signiﬁcant information is labeling. The trend towards

(Coulson, 2000). The information on packaging is an important component as it plays a

role in marketing communication strategies of companies, establish brand image and

create confusion by conveying either too much information or giving misleading or

inaccurate information. For instance, to maximise the information carried on products,

quality of product by using or relating the color on the package.

Graphics comprises of an image layout, color combination, typography, and

photography. The combination of all these components communicates an image. Deng,

purchase decisions quickly and easily sold.

visual appearance of the wording on a package, which appears to be essential attribute

influence on visuals compared to evaluating written claims.

The typestyle on a package needs to be attractive, exciting, distinctive, easy and

understandable to read in accordance to the entire package design. Obviously, the