THE FINANCIAL IMPLICATIONS OF COSMETICS PRODUCTS PACKAGING ON CUSTOMERS PATRONAGE IN A COMPETITIVE MARKET

Abstract

This paper systematically analyzed the impact of packaging and the patronage of cosmetics products among female students in Enugu State in a cross-sectional design conducted by recruiting 202 female students. Primary data were gathered through administration of a 12-item questionnaire measuring the effects of packaging and patronage of cosmetic products. Post data gathering, resulted to the statistical analysis via linear regressions and descriptive statistics. Four hypotheses were tested and results revealed that the way a product is packaged influenced the patronage of cosmetic products. More findings showed that packaging colour of a product influenced patronage. Additionally, product labeling played a major role in patronage of cosmetic products and packaging materials which was analysed at the same time, influenced patronage. To this end, the study came to the conclusion that the decision of customers to purchase a product can be stimulated through a well-designed packaging; while recommendations tilted towards the informed rationale that products’ attributes should be of good quality in order to guarantee turnover and for companies concerned to continuously enjoy patronage with its attendant economic gains and goodwill.