n Management Dynamics : Journal of the Southern African Institute for Management Scientists - Die verskillende dimensies van verpakking : 'n toepassing op Generasie X en Y se kosmetiekaankope




Product packaging is more consumer-orientated today than ever before and plays an increasingly important role in businesses' marketing communication strategies. Consumer behaviour models give recognition to the influence of product packaging on consumers' decision-making. The objectives of this study are to (a) determine the importance of the various dimensions of cosmetic product packaging, (b) develop a cosmetic usage and lifestyle profile of Generation X and Y cosmetic users, and (c) assess differences between gender and population groups. A questionnaire was developed for the purposes of this study and administered to 493 respondents. The results indicate that the dimensions of cosmetic packaging are seen as a single entity. Gender differences occurred with regard to the colour, form and brand name dimensions of packaging as well as with regard to cosmetic usage. Population groups showed significant differences with regard to cosmetic usage profiles. The American Generation X and Y model is applicable to the higher income and better educated South African generation X and Y, independent of race. Implications resulting from these findings are offered for marketers and package designers in the cosmetic industry.


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