Effect of Product Packaging on Consumer Choice in the Cosmetics Industry

Marketing — 2025, Undergraduate

This study investigated the effect of product packaging on consumer choice in the Nigerian cosmetics industry. A descriptive survey design was adopted with questionnaires administered to cosmetics purchasers in selected retail outlets. Data were analysed using descriptive statistics and regression analysis. The findings revealed that packaging design, colour, information clarity, and hygiene features significantly influenced brand selection and perceived product quality. The study found that counterfeiting concerns made packaging authenticity an important cue. It recommends investment in distinctive, informative, and secure packaging as a competitive tool.

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