FUNCTIONALITY OF PRODUCT PACKAGING: SURVEYING CONSUMERS’ ATTITUDE TOWARDS SELECTED COSMETIC BRANDS
|Title:||FUNCTIONALITY OF PRODUCT PACKAGING: SURVEYING CONSUMERS’ ATTITUDE TOWARDS SELECTED COSMETIC BRANDS|
Vol. 3, No 1, 2010
Published date: 20-05-2010 (print) / 20-05-2010 (online)
Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
|Keywords:||products, brands (Optima Linija, BIOK, The Body Shop, L’Occitane), packaging, functionality, Lithuania|
The paper reviews the functions of product packaging and applies the theoretical findings to the empirical research, focusing on secondary and primary data of packaging of cosmetic products. A survey was performed in Kaunas City, Lithuania, to determine the consumers’ opinion on four selected cosmetic brands: two brands from Lithuania and two of foreign origin, namely a) Optima Linija and BIOK; b) The Body Shop and L’Occitane. The chosen cosmetic brands are presented as separate mini case studies with a diagnostic comparison at the end. Further on, these brands were evaluated by respondents in Kaunas City (Lithuania), concerning their packaging and characteristics of its functionality.