PACKAGINGRahimniya et al (1391), in his research says packaging in itsnew role acts as the representative of manufacturer and through this positionit can be used as the carrier of advertising messages, purchase motivationaltool, and the carrier of company slogan. Yang (2004), states that properpackaging helps to create distinctiveness for most of the companies. Companiesunderstand the needs of packaging and how a slight change in packaging resultsin their profitability. Therefore, companies are now focusing on different aspectsof packaging and how it can help to reap high productivity and profitability.Deng (2009), states thatcustomers will look for the packaging style of food products. The visual aspectof labelling and packaging has an important role in the food purchase process becauseit has a direct relation with customer and its effect on customer mind. AsCahyorini and Rusfian (2011) states that packaging definitely have strongimpact on purchase decision. During the time of unplanned purchases, customersare attracted by the color, labelling and totally the appearance of theproduct.
Rahimniya et al. (2012) in his study state that for purchasing foodproducts there is an impact of functional and visual aspects of packaging.Aghazadeh et al (1390) and Deng (2009) in their study state that there is apositive impact of packaging on customer purchase and it shows a directrelationship between packaging and customer purchase.
Khraim (2011), accordingto his study packaging, brand loyalty and customer purchase intention thesethree are related to each other. packaging has a significant impact on brandloyalty which in turn have a positive effect on customers purchase intention. Kawaet al. (2013) in his study also showed a significant positive impact of packaging on customer’s productpurchase intention. PRICEKotler andArmstrong (2010), in their study gives an explanation about price as the moneythat customers used to exchange in terms of service or product, or the valuethey receive. Levy & Weitz (2012), states that Loyal customers are ready tobuy a product even if it cost high. Company always give more attention and careto loyal customers and take necessary steps to retain them as they bring moreprofit to the firm. Wickliffe & Pysarchik (2001) states that productfeatures (brand and price) will definitely have an inherent impact on customer behavior.
Hermann et al (2007) studies showed that price andcustomer satisfaction are related. For purchasing a product price plays animportant part and it has a significant impact on the satisfaction level of thecustomers. In another research, lee et al (2010) studied and identified theconsumer perception of price and its impact on purchase decision. Khraim (2011),state that for a loyal customer price doesn’t matter and it effect on thepurchase decision of customers. Cadogan and Foster (2000), accordingto them, for an average customer price is an important factor and they areconcerned about that. For their favored brand, loyal customers are willing topay premium price and therefor there purchasing intention is not affected byprice. Keller (2013), state that before making actual purchase, customers makea comparison and evaluate price with alternative brands because customers havea strong faith or belief in the value and benefit they get from their favoritebrand.
Comparing price with value and perceived cost is the best method tobuild customer satisfaction. It is observed that consumers are willing to purchasea product if the perceived values are greater than cost of the product. Long–life duration of customers with a brand makes them more price tolerant andthey didn’t show any interest in making price comparison with the alternatives. It is through price; a company communicate itsvalue positioning of products or brands to the market.
Sproles and Kendall (1986),explained price consciousness as finding the best value of a product andpurchasing at a lowest price. ADVERTISINGAdvertising can be considered as a subset of marketing mixthat is 4p (price, place, product, and promotion). For promotion of a product,one of the main strategies used is advertising. In order to make awareness of aproduct in the mind of a potential customers, advertising is an important tooland it influence the customer’s decision to buy a product.
Abideen and Latif (2011)states that, through advertising manufacturers create an emotional link withcustomers and it will long last in the mind of the consumers.If anadvertising is attractive, then customers pays more focus on that and therebycreates a feeling towards the product and that leads to the way of brandpromotion. Those who have loyal feeling shows a positive attitude towards abrand. Tang et al (2007), in his study found that positive response to certainadvertising or brand increases the positive evaluation. Bostan & Nabsyeh, (2012)in their research on Malaysian consumers found that advertising is a powerful toolwhich plays an important part to affect and inform consumer behavior. Abideen andLatif (2011) in their study paper found that there is an impact of advertisingon consumer buying behavior.CONCLUSIONThe main attemptof this study is to figured out the factors that affect the consumer’sconsumption of cosmetic products.
Through this study, it was identified thatthe five factors, product quality, price, brand name, packaging and advertisinghave greater impact on customer purchase decision. Consumers go through therigorous thought process in making their buying decisions,since there arealternative products which compete in the areas close proximity, relativelycheaper price, quality, etc. Brand, Quality and price are one among the strongcompeting factors in the decision making process. When it comes to beauty products,it is even more intense that all the five factors play a major role in consumerbuying decision. Manufacturers and retailers of beauty products must have this thoughtat the back of their mind as they embark on the marketing of their products.