FUNCTIONALITY OF PRODUCT PACKAGING: SURVEYING CONSUMERS’ ATTITUDE TOWARDS SELECTED COSMETIC BRANDS

Information
Title: FUNCTIONALITY OF PRODUCT PACKAGING: SURVEYING CONSUMERS’ ATTITUDE TOWARDS SELECTED COSMETIC BRANDS
Issue: Vol. 3, No 1, 2010
Published date: 20-05-2010 (print) / 20-05-2010 (online)
Journal: Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
Authors: Dainora Grundey
Keywords: products, brands (Optima Linija, BIOK, The Body Shop, L’Occitane), packaging, functionality, Lithuania
DOI: 10.14254/2071-789X.2010/3-1/9
DOAJ: https://doaj.org/article/a0b450488bb949498c0e074fa8a9a93b
Language: English
Pages: 87-103 (17)
JEL classification: M31
Website: https://www.economics-sociology.eu/?95,en_functionality-of-product-packaging-surveying-consumers%E2%80%99-attitude-towards-selected-cosmetic-brands
File http://www.economics-sociology.eu/files/09%5B5%5D.pdf
Abstract

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.