The Impact of Packaging Design of Cosmetic Products As A Marketing Tool To The Purchasing Behavior of The Consumers in Tupi, South Cotabato
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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TUPI NATIONAL HIGH SCHOOL
H Senior High School Department
Accountancy, Business and Management
Poblacion, Tupi, South Cotabato
______________________________________________________________________
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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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
Chapter I
THE PROBLEM
Introduction
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
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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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
appearance and for keeping them in good condition. Moreoever, the market of
cosmetics has been improving and beauty trends have become an important
decision and the elements of packaging design in order to measure the impact of
is expected that this breakthrough will be of great help to the producers and buyers
alike.
The study aims to determine the effects of Packaging Design of Cosmetic Products
Cotabato.
the packaging design when grouped in terms of their social demographic profile?
1.1 Age
1.2 Sex
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Poblacion, Tupi, South Cotabato
1.4 Occupation
2.1. Label
2.2. Color
Hypothesis
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TUPI NATIONAL HIGH SCHOOL
H Senior High School Department
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Poblacion, Tupi, South Cotabato
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:
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
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
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.
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
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TUPI NATIONAL HIGH SCHOOL
H Senior High School Department
Accountancy, Business and Management
Poblacion, Tupi, South Cotabato
The research was conducted to give information, statistics, and concrete data on
consumers. Also, the research will determine the main element influencing the
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
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
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
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TUPI NATIONAL HIGH SCHOOL
H Senior High School Department
Accountancy, Business and Management
Poblacion, Tupi, South Cotabato
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.
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
Conceptual Framework
The figure below shows the relationship of the independent variable and the
dependent variable.
Figure 1
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Republic of the Philippines
Department of Education
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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
Chapter II
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
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
Label
consumers, which ultimately can assist consumers in making their decisions in terms of
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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Poblacion, Tupi, South Cotabato
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
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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TUPI NATIONAL HIGH SCHOOL
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Accountancy, Business and Management
Poblacion, Tupi, South Cotabato
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
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
(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
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
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
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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Republic of the Philippines
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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
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.
phrasing itself is important for the consumer at the point of purchase, but the way that
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
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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Poblacion, Tupi, South Cotabato
acceptable limits should result in consumers thinking of the package as a better value
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
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-
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
polypropylene, and glass as materials for packaging. The package material used in
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
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
c.) Glass – Nowadays, glass is commonly used as packaging material for food,
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
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
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
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
(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
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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
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 &
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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
meet their wishes and requests. The consumer can be segmented by different
dimensions such as demographics (age, gender, social class, religion, etc.), geographic
(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
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
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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.
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
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
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1) The spontaneous urge to buy: in most cases this is when the person
2) Power and compulsion: occurs when, after encountering the product, the
as if it was a miracle that he or she was at the right place and right time to have
5) Product animation: where each product has its own mysterious appeal.
unplanned purchases.
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Perception
Nature endows people with feelings and senses by which a person can
the process by which physical sensations such as sights, sounds, and smells are
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
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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
perceived in each part of the world and consider the fact that the popularity of colors is
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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TUPI NATIONAL HIGH SCHOOL
H Senior High School Department
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Poblacion, Tupi, South Cotabato
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
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
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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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
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
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
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
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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
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
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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
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
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
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
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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