ABSTRACT

The nature of most consumer products makes it imperative for such products to be properly packaged. Packaging plays an important role which includes protecting a product from any sort of damages, offering information about the brand, quality and how to use that product. Consumers are moved by attraction and the way a product is packaged affects its appeal.Cosmetics are necessities and many cosmetics brands come in varying designs and packages. Most consumers buy cosmetics because of a given brand name, some buy cosmetics because of price, some buy cosmetics because of their friends' recommendations and others buy cosmetics because of packaging design. Increasingly, manufacturers are beginning to appreciate the importance of packaging and its role in stimulating sales. Rundh (2005) noted that packaging attracts consumer's attention to particular brand, enhances its image, and influences consumer's perceptions about the product. The packaging component of a product refers to any container in which it is offered for sale and on which information is communicated (berkowitzet al, 1989). Packaging of consumer products is extremely important at the point of sale. It plays a major role when products are purchased. After all, it is the first thing seen 1 before making purchase choices and it is widely recognized that over50% of purchasing decisions are made at the shelf, or point of purchase (ferrell, 1987; frontiers, 1996).