THE ROLE OF DERMOCOSMETIC PACKAGING IN CONSUMER BUYING DECISIONS
The aim of this study is to identify the role of packaging as a determining factor in the purchase of dermocosmetic products, and to assess the impact of various elements and features of dermocosmetic packaging on product perception and buying decisions made by consumers. A direct personal interview...
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| Format: | Article |
| Language: | English |
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Warsaw University of Life Sciences
2020-09-01
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| Series: | Acta Scientiarum Polonorum. Oeconomia |
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| Online Access: | https://aspe.sggw.pl//article/view/3388 |
| Summary: | The aim of this study is to identify the role of packaging as a determining factor in the purchase of dermocosmetic products, and to assess the impact of various elements and features of dermocosmetic packaging on product perception and buying decisions made by consumers. A direct personal interview survey covered a group of female consumers making regular purchases of dermocosmetic products in pharmacies. The survey revealed that although dermocosmetic packaging is not seen as one of the major determinants to purchase, its close connection to the perception of a dermocosmetic’s safety cannot be ignored. While shopping, consumers tend to consider the following features of dermocosmetic packaging: its effectiveness in protecting the product; label information; and product security. |
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| ISSN: | 1644-0757 2450-047X |