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CHAPTER TWO 2.0 LITERATURE REVIEW 2.1 Introduction This chapter reviews the literature on the influence of cosmetic product packaging on customer buying behaviour at Garden City Mall. The review is based on the three specific objectives, to investigate the influence of cosmetic package design on customer buying behaviour, to assess the influence of cosmetic product package portability on customer buying behaviour, to evaluate the influence of the information on cosmetic product package, on customer buying behaviour. 2.2. The influence of cosmetic package design on customer buying behaviour. In this section the pivotal role of cosmetic package design and its core indicators: color, brand, pictures, and material will be covered. These elements are the key determinants of how consumers perceive and choose cosmetic products. Understanding their influence is crucial for comprehending consumer behaviour in the cosmetics industry. 2.2.1 Color design. Packaging design is an essential marketing tool that goes beyond merely protecting and containing products. It serves as the first point of contact between consumers and products, influencing initial perceptions and creating a lasting impression. Well-designed packaging can effectively communicate a brand's personality and values, evoking emotions and establishing a connection with consumers. As consumers are exposed to an overwhelming array of choices, packaging design becomes a powerful means to differentiate products and stand out on store shelves. Packaging design influences consumer perceptions about product attributes, quality, and value. Consumers often associate cosmetic design with color, brand logo, pictures and material of the packaging with product superiority and enhanced benefits (Ahmad & Kanwal, 2021). The colour scheme chosen for a product's packaging can evoke specific emotions and perceptions, creating a powerful connection with consumers. For instance, vibrant and bold colors may convey a sense of energy and confidence, attracting attention on the shelf and suggesting a dynamic product experience. In contrast, soft and muted tones can evoke feelings of elegance and sophistication, influencing consumers seeking a more refined and luxurious cosmetic option. Ultimately, the strategic use of color in packaging design becomes a visual language that

communicates a brand's identity and resonates with the target audience, influencing purchasing decisions (Beta, 2020). Wen and Huang (2021) examined the packaging design of Korean brand cosmetics targeting affordable options for female consumers, the role of color was found to be a significant factor in shaping consumer perceptions and preferences. The researchers highlighted that color played a pivotal role in influencing consumers' initial visual impressions of cosmetic packaging. The study delved into the specific color choices employed by affordable Korean cosmetic brands and how these choices aligned with consumer preferences and cultural connotations. It was noted that vibrant and soft pastel colors were commonly utilized to evoke a sense of youthfulness, freshness, and approachability. Additionally, the study revealed that color harmonization, contributed to enhancing the overall aesthetic appeal and perceived value of the products ultimately influenced purchasing decisions of Korean brand cosmetics for female consumers. Purwaningsih et al. (2019) conducted a study on the influence of packaging elements on beverage product marketing. This study set out to explore how packaging elements impact consumers' decision to buy beverage products stored in polyethylene terephthalate bottles. The study's framework drew from previous research, categorizing packaging into what we see and what we read. The packaging was assessed using three methods: looking at images, using the product, and making it visible. The findings revealed that the model they developed could explain 39.2% of the reasons behind purchase decisions. Notably, the visual aspect of packaging emerged as the most important factor affecting consumer intentions to buy. Among these visual aspects, color played a significant role. Specifically, bottles with different colors and shapes that were visually appealing stood out as influential indicators. The research emphasized that a unique and distinct shape contributed significantly to this visual impact. Ndulue (2020) conducted a study on beverage product packaging design and its impact on consumer purchasing patterns in the state of Anambra, Nigeria. The research utilized a structured questionnaire as the data collection tool. The collected data was analyzed using multiple regression analysis and descriptive statistics. In the state of Anambra, it was found that consumers' buying decisions for beverage items were significantly influenced by various aspects of packaging, including colour, material, size, and printed content. The study concluded that product packaging plays a crucial role in shaping consumer purchasing decisions.

2.2.2 Brand logo design. A brand logo is a visual representation of a brand that encapsulates its identity, values, and characteristics. It serves as a distinctive mark, typically a combination of symbols, colors, and typography, that helps consumers recognize and differentiate a brand from its competitors. The design elements, colors, and overall aesthetic of a logo communicate aspects of the brand's personality, quality, and values. A well-crafted logo creates brand recognition, fostering trust and loyalty. For example, vibrant colors may convey energy and excitement, attracting a target audience seeking dynamic products, while elegant typography and muted tones might appeal to consumers desiring sophistication. established brands leverage their logos to create a strong and lasting impact on buyer behavior. Recognizable logos such as those of L'Oréal, MAC, or Estée Lauder evoke a sense of trust and quality. The design elements within these logos, whether it is the elegant typography, sleek icons, or a specific color palette, play a vital role in communicating the brand's identity. Consumers, familiar with these logos, often associate them with prestige, reliability, and a certain lifestyle, influencing their purchasing decisions. Additionally, the consistency of these logos across various products and marketing channels reinforces brand cohesion, establishing a powerful connection with consumers that goes beyond individual product offerings (Mishra et al., 2023). Riaz and Ghafoor (2019), investigated the influence of cosmetic packaging design on consumer perceptions and buying behaviour was examined. The researchers found that the brand logo, as a crucial component of packaging design, significantly affects consumer behaviour. Consumers prefer a high-power brand if its logo is placed on the upper side of the packaging, while consumers will not prefer the same high-power brand if the logo is placed on the lower. For a low-power brand, consumers will prefer it when the logo is placed on the lower side of the packaging, and they will not prefer the same low-power brand if the logo is placed on the higher visual side of the packaging. The study emphasized that a brand logo serves as a visual cue that communicates brand identity and quality, ultimately impacting consumer decisions and shaping their buying behaviour. Rahmawati, P. (2023) conducted a study on the influence of product packaging and brand logos on the customers at Kopi Pawon Nusantara, Jakarta in Indonesia. The study used a questionnaire to obtain data from 130 respondents. The study concluded that both the package design and the

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brand logo had positive influences on the customer evaluation of the product. A logo gives a clear image which differentiates the product supplier from the competitors by using letters and images which reflect the characteristics of the brand. Logos are flexible and can be used on the different products of a company. A logo also makes it easy for customers to easily identify the products or services related to the company and they influence the customer buying decisions. 2.2.3 Picture design. A picture on the package design of cosmetics refers to the graphical or visual elements, such as images or illustrations, incorporated onto the product's packaging. These pictures are strategically chosen to convey specific messages, evoke emotions, or showcase the product's features, ultimately influencing the consumer's perception and decision-making process. Pictures help represent the actual product, illustrating its texture, color, or application. This visual representation aids consumers in understanding what to expect, reducing uncertainty and contributing to informed purchasing decisions. Images of natural ingredients often convey a sense of purity and health, resonating with consumers seeking organic or natural products. Pictures can demonstrate how to use the product effectively. This is particularly important in cosmetics, where application techniques can significantly impact the perceived value of the product. Pictures also create aspirations by showcasing the desired outcomes or lifestyle associated with the product. Consumers often connect emotionally with aspirational visuals, influencing their desire to own and use the product (Iqbal & Showrav, 2018). A study by (Mohamed et al, 2018) on the effects of cosmetics packaging design on consumer buying behaviour offered valuable insights to cosmetics marketers regarding consumer preferences related to the visual aspects of hair, skincare, and makeup product packaging. It employed a quantitative research approach through survey methodology and questionnaires, the study gathered data from 130 female cosmetics consumers. The research findings underscored the influence of visual elements in cosmetics packaging on consumer behaviour and purchase decisions. Specifically, the choice of images on the packaging of haircare, skincare, and makeup products was found to significantly impact attractiveness and consumer preferences. Sharma and Negi (2022) investigated the influence of body images on cosmetic packaging , the study gathered data from 498 respondents and concluded that the images had positive influence on the customers for the images enabled the customers to visualize the effects of

the use of the cosmetic product in relation to what they wanted to achieve after its application. The customers were influenced by the images even before the purchase and use of the cosmetic product. A customer was able to identify the product to purchase for any part of the body and, from the image, was confident that the results would be the same as in the image. 2.2.4 Material design. Material design in cosmetic packaging involves the deliberate selection and application of specific materials, textures, and finishes to enhance both the visual and tactile elements of the product's presentation. The choice of materials contributes to the perceived quality of the product, with high-end materials conveying a sense of luxury and durability. Visually appealing elements, such as matte finishes or metallic accents, attract attention on the shelf and make the product more enticing to potential buyers. The tactile experience is equally important, as pleasant textures and finishes contribute to a positive physical interaction with the packaging, enhancing the overall consumer satisfaction. Furthermore, material design aligns with the product's attributes, creating a cohesive branding strategy and differentiating the product in a competitive market (Srivastava et al., 2022). Srivastava et al, (2022) studied the impacts of packaging material for cosmetics on customer buying decisions and according to their study, the shape of the packaging influenced the customers on their perceptions of the aesthetics of the package and its easy handling during its application. The study revealed that the material of the package influenced the customers, for it indicated that the product would be easy to handle and apply. Since cosmetics are applied to different parts of the body, the materials of the different packages needed to be easy and convenient to handle Okeke and Amobi (2020) conducted a study to examine the impact of packaging on consumers' purchasing decisions regarding cosmetics in Awka, Nigeria. It focused on consumers of beauty care cosmetics. The research design employed for this study was a survey research design. The participants consisted of individuals who purchased cosmetics for beauty maintenance in the city

of Awka. The study used three hundred and twenty-three participants. The hypotheses were tested using the Pearson product-moment correlation. The results revealed a significant positive relationship between package color, material and consumer buying decisions. The study recommended that cosmetic product manufacturers should carefully consider the type of packaging material used. Furthermore, based on the study's findings, manufacturers of cosmetics for beauty are to give more attention to graphics and employ appropriate graphical designs for packaging cosmetic items. Adebisi and Akinruwa (2019) conducted a research study to investigate the effectiveness of product packaging on customer support of Bournvita in Ekiti state, Nigeria. The objective of the study was to determine the extent to which package design influences customers to choose a particular product. To collect data, the researcher employed a structured questionnaire as the data collection tool. The results of the study highlighted the importance of producing various sizes of the product to cater to customers' diverse income levels. This would enable customers to have the opportunity to make a choice based on their financial capabilities. Furthermore, the study emphasized the significance of carefully selecting color combinations that have the potential to appeal to customers' interests. By doing so, companies can influence customers' product choices solely through the visual impact of the packaging. Khan et al. (2018) conducted a study on product packaging and consumer purchase decisions. The focal objective of this study is to assess the multifaceted impact of product packaging, encompassing factors such as packaging color, material, font style, design, and printed information, on the intricate realm of consumer buying behaviour. The study methodically engaged a cohort of packaged food consumers in Karachi, specifically targeting individuals aged 18-35 years, through an adapted questionnaire derived from prior research. With a sample size of 278. Rigorous regression analysis was employed to scrutinize the developed hypotheses, ultimately revealing compelling evidence as all hypotheses were substantiated. The study revealed that packaging material had the most influence on consumer purchase intensions. Therefore, marketing managers should consider this factor when designing their product’s packages.

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2.3 The influence of cosmetic product package portability on customer buying behaviour. In an increasingly mobile and fast-paced world, the convenience and practicality of product packaging have become critical factors in shaping consumer preferences and purchasing decisions. This section seeks to shed light on how the portability of cosmetic packaging, with its key indicators being travel-friendly and eco-friendly products, influences consumers' purchasing decisions, providing valuable insights for the cosmetic industry. 2.3.1 Size. Product packaging portability refers to the ease with which a package can be carried from one location to another It is an important aspect of packaging design, especially for products that are intended to be used on-the-go for personal care. The concept of portability in cosmetics has evolved over time with advancements in technology and changing consumer demands. Brands have responded by offering more portable and travel-friendly products that can be easily shipped and stored. This has led to innovations in packaging design, such as flexible packaging and pouches, which are lightweight and easy to carry (Muralidhar et al, 2016). Additionally, advancements in materials technology have allowed for the development of stronger, more durable packaging that can withstand the rigours of transportation and handling (Srivastava et al., 2022). The size of cosmetic packaging refers to the physical dimensions and volume of the containers, bottles, or tubes that house skincare, makeup, and personal care items. Beyond mere practicality, the size of cosmetic packaging is a design element that communicates a brand's identity and influences the customer's perception of the product. Packaging size can directly impact perceived value and affordability. Larger containers may lead customers to believe they are receiving more product for their money, potentially influencing purchasing decisions. Conversely, smaller packaging sizes can attract customers seeking trial or travel-sized options, promoting a sense of cost-effectiveness. Furthermore, the size of cosmetic packaging contributes to shelf visibility, with certain sizes standing out more prominently among competitors. It is a powerful tool for brands to communicate with their target audience, shaping consumer expectations and influencing the decision-making process (Kosgei, 2018).

P. Muralidhar, P. Nagendra, B. Swetha, E. Bhargav. Trends in cosmetic packaging: A review. Int. Res. J. Pharm. 2016;7(12):1- 4 http://dx.doi.org/10.7897/2230- 8407.0712136 Gatt and Refalo (2022) conducted a study on how the portability of cosmetic packaging influenced a customer’s intention to purchase the product when travelling, intending to travel or send the cosmetic to a person in a different location. Cosmetics are intended to be used on many occasions, even in a single day. Customers did not opt to change their particular brand of choice unless it was unavailable. The desired brands manufacturers packaged the cosmetics products, for easy use and convenience which would not cause damage to the product and in the event of disposal, will not cause any pollution to the environment and should not be contaminated by the other packages on transit. Travelers were attracted to packages which were light and easy to fit in their hand luggage for easy accessibility. Muralidhar et al, (2016) conducted a study in which they reviewed the various cosmetics packaging systems and their applicability for the different types of cosmetics. If cosmetics were to be carried by travelers, the packaging needed to be handy and compact enough to fit in the luggage, especially hand luggage. The materials used for the packaging needed to be robust enough to withstand the various strains and shocks from the unexpected impacts on the package by various objects during the journey and for this, there were various choices including glass, plastics and metals. 2.3.2 Protection of the cosmetic product. Protection refers to the set of features implemented to safeguard the cosmetic product from external factors that could compromise its quality, integrity, or safety. This includes measures to shield the product from physical damage, contamination, exposure to light, and other environmental influences during storage, transportation, and use. Protection in cosmetic packaging extends beyond the preservation of the product itself and may encompass child-

resistant features to prevent accidental harm to children or the environment. Ultimately, the goal of protection in cosmetic packaging is to ensure that the product reaches the consumer in optimal condition, fostering consumer trust, and meeting global safety standards while addressing environmental considerations (Dube & Dube, 2023). According to Ding and Zhu (2023) the key to the control of plastic waste in the environment is through recycling of the plastic packaging material . The sustainability-driven paradigm shifts in cosmetic packaging underscores its profound impact on consumer buying behaviour. Eco- conscious consumers increasingly gravitate towards brands that adopt environmentally friendly packaging practices. Research conducted by Lan et al. (2021) demonstrated that packaging innovation that aligned with sustainable values, such as the use of durable biodegradable materials or refillable containers, significantly influenced consumers' willingness to purchase and their perceptions of the brand's social responsibility. This demonstrated how cosmetic package innovation extended beyond aesthetics, becoming a strategic tool that shaped consumer perceptions, fostered brand loyalty, and drove purchasing intentions, while also addressing contemporary environmental concerns. 2.3.3 Convenience. Convenience encompasses the ease with which customers can access, use, and transport cosmetic products, significantly shaping their overall experience. Packaging that aligns with the principles of convenience is designed to simplify the application or usage process, offering practical features such as pumps, dispensers, or applicators that facilitate quick and mess-free application. For instance, the advent of foundation bottles equipped with pump dispensers allows for precise and controlled product application, reducing spillage and ensuring an efficient makeup routine. The ease of opening, closing, and resealing packaging, exemplified by twist-open lipstick cases or flip-top lids on skincare products, contributes to convenience, allowing customers to seamlessly integrate beauty routines into their daily lives. As consumers increasingly seek efficiency in their beauty regimens, cosmetic products housed in convenient packaging, like the sleek and portable cushion compacts for foundation or skincare, become more appealing, streamlining the user experience and positively impacting purchasing decisions. Convenience in cosmetic packaging extends beyond product application to considerations of portability and storage. Travel-sized or compact packaging options resonate with on-the-go lifestyles, appealing to customers who value products that seamlessly fit into their purses or travel bags. For example,

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mascara tubes designed with slim profiles and secure caps exemplify packaging that prioritizes convenience for those looking to refresh their look while on the move (Khanal & Pokhrel, 2021). Brands that prioritize convenience in their cosmetic packaging, such as the development of multi-use products or spill-proof containers, not only enhance the usability of their products but also establish a connection with consumers who prioritize efficiency and simplicity in their beauty routines (Srivastava et al, 2022). Gupta (2018) conducted research on evaluating fast fashion and consumer behaviour, examining the role of portability in influencing consumer buying behaviour in the fashion industry. The study combined qualitative interviews with industry experts and quantitative surveys among fashion consumers to gather comprehensive insights. The findings indicated that portability significantly influenced consumer buying behaviour in the fashion industry. Consumers considered portable products as convenient, easy to carry, and capable of preserving product quality. This positively impacted their purchase decisions. The research concluded that portability is a crucial factor in the fashion industry. Consumers valued products that were easy to carry around and perceived them as a convenient and having desirable features, leading to positive effects on their buying behaviour. 2.3.4 Legal. The legal attribute of cosmetic product packaging plays a pivotal role in shaping customer buying behaviour, especially in contexts where regulations govern the transport and usage of beauty products. Legal considerations in packaging extend beyond aesthetics and functionality to comply with international and regional standards. For instance, in travel-related scenarios, airports enforce strict regulations on the size and volume of liquids allowed in carry-on luggage. Cosmetic brands, adhering to these legal restrictions, often design packaging that meets travel- size guidelines, influencing customers to choose products that align with these regulations. Understanding and addressing legal constraints in packaging design not only ensures compliance but also fosters positive customer experiences, as individuals seek products that seamlessly integrate into their lifestyles without causing disruptions due to legal restrictions. Packaging that adheres to regulations related to eco-friendliness and sustainability further influences buying behaviour, appealing to environmentally conscious consumers. Brands that proactively address

legal aspects in their cosmetic packaging, cater to a growing consumer base that prioritizes ethical and legally compliant choices in their beauty purchases (Susanti, 2020). Cinelli et al. (2019) studied the impacts of cosmetics packaging on the environment, especially when the packages are disposed after use. The waste from cosmetic packaging has caused environmental degradation, especially when the packaging is made from plastics that are not biodegradable. Societies globally have also become conscious of the need for environment preservation, with governments encouraging the use of bio-based and biodegradable materials for packaging. Governments around the world have also introduced environmental policies, and cosmetics manufacturers must adhere to the policies for their continued sustainability. Many cosmetics manufacturers have also introduced biodegradable polymers, which are eco-friendly. There have been further calls for the control of plastic waste, which causes environmental degradation, and cosmetic manufacturers are among the highest users of plastic packaging (Ding & Zhu, 2023). 2.4 The influence of the information provided on the package on customer buying behaviour. The information provided on product packaging plays a paramount role for consumers. This section seeks to unravel the intricate relationship between the information conveyed on cosmetic packaging, with its core indicators being key product information and the language used on the package, and its influence on customer buying behaviour. This section will provide a comprehensive understanding of the pivotal role of information in shaping customer buying behaviour. 2.4.1 Ingredient transparency. Consumers are becoming increasingly discerning, actively seeking transparency and relevant details before making their purchase decisions. Information on a cosmetic package refers to any written or visual content provided on a product's packaging that informs consumers about the product. This information can include ingredients, nutritional information, usage instructions, safety warnings, and branding information. The packaging design and the information presented on it can have a significant impact on consumers' perceptions, behaviour, and decision-making. Ingredient transparency in cosmetic packaging is key, especially in today's era where consumers prioritize health-conscious choices. Providing a detailed breakdown of cosmetic ingredients

establishes trust and empowers customers to make informed decisions. Buyers are increasingly scrutinizing labels to avoid allergens, harmful chemicals, or ingredients that align with their personal preferences. Brands that prioritize ingredient transparency not only meet regulatory standards but also appeal to a growing demographic of conscious consumers who seek authenticity and ethical sourcing. This indicator significantly influences purchasing decisions, as customers are more likely to opt for products that align with their values, contributing to a positive brand perception and fostering loyalty among a discerning consumer base (Al-Azzam & Arda, 2022). Patel (2019) conducted a study on factors that influenced consumer buying behaviour patterns of female consumers of Two-Rivers Mall cosmetic product retailers in Nairobi. This research had adopted a descriptive research design. The research population was the customers of 7 retail outlets of cosmetic products at the Two-Rivers Mall. The sample size was 140 customers. The study found that things like the brand name and how good the product is, were important when people decide to buy. However, the most important thing was the information on the package itself. When the package told people that the product is organic and they heard good things about it from health professionals, they were ready to pay more for it. Because of this, the shops at Two-Rivers Mall made sure to have these organic products because people wanted them. Patel's study showed that the information on the package, especially about being organic, had a big effect on how people decided what cosmetics to buy. Karedza and Sikwila (2017) conducted a research study on the impact of packaging designs on consumer buyer behaviour of fast-moving consumer goods (FMCG) in Zimbabwe. The objective of the study was to examine the influence of packaging designs on consumer purchasing habits of FMCG goods before, during, and after the dollarization era in Zimbabwe. The findings of the study suggested several recommendations for FMCG managers. It was recommended that managers should primarily use preferred labels in their marketing appeals. These labels should provide essential information such as the origin of the product, manufacturing date, product contents, expiration dates, and instructions for use. Clear and easily understandable labels were also recommended for companies operating in the FMCG sector. Furthermore, the researchers emphasized the importance of packaging in protecting the product. They recommended that designers of manufacturing firms should ensure that the package provides a high level of

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protection for the product inside. This aspect was considered a crucial role of packaging. The study concluded that packaging designs play a significant role in influencing consumer buyer behaviour of FMCG goods in Zimbabwe. By utilizing preferred labels and providing clear and informative packaging, FMCG companies can enhance their success in the market and attract consumers. 2.4.2 Language on packaging. Language on cosmetic packages refers to the textual content, including product names, descriptions, claims, and instructions, featured on the packaging of cosmetic products. This form of communication serves as a crucial tool for brands to convey information about the product, its benefits, and usage instructions to consumers. Language that conveys accurate and trustworthy information builds credibility with consumers. Clear communication of warnings, instructions, and ingredient information ensures that the brand complies with industry regulations, fostering a sense of responsibility and safety in the eyes of the consumer (Martinez, 2018). A study by Macharia (2019) on factors influencing consumer choice of cosmetics in USIU- Africa, revealed that an understandable list of ingredients was the most important source of information for consumers when making purchasing decisions about cosmetic products. Also, another study by Timmerman and Fiszman (2019) on the effect of ingredient item depiction on the packaging frontal view on pre- and post-consumption product evaluations revealed that consumers were more likely to buy products with easy to read, clear and transparent labeling, indicating that they valued information provided about the product's components and safety. Schwenk, J. J. (2020) conducted a study on the impact of multilingual product information on consumer evaluation. The findings indicated that printing foreign languages on product packaging did affect the consumers’ product attitudes, quality perceptions and even taste perceptions. This study revealed that a language that points to a country with a rather low perceived fit to the product category could cause detrimental effects. The study underscored the undeniable significance of language on product packaging in shaping consumer evaluations. 2.4.3 Application instructions. Application instructions refer to the explicit guidelines and directions provided on product packaging or accompanying materials that inform users about the proper and recommended way to apply, use, or administer a product. These instructions are designed to guide consumers

through the correct application process, including details such as the amount or dosage to be used, the method of application, frequency, and any specific steps to follow. Application instructions are crucial in various consumer products, including cosmetics, skincare items, medications, and household goods, ensuring that users derive optimal benefits from the product while minimizing the risk of misuse or adverse effects. Clear and comprehensive application instructions contribute to a positive user experience, enhance product efficacy, and influence consumer behaviour by fostering confidence and trust in the product's usage (Srivastava et al., 2022). Imiru (2017) conducted a research study on the effect of packaging attributes on consumer buyer decision behaviour in major commercial cities in Ethiopia. The study investigated the impact of innovative packaging, language used for conveying information, nutritional information, country of origin, and preparation instruction guidelines on consumers' buying decisions. the study employed a quantitative research approach, collecting data from selected supermarkets in the capital city Addis Ababa. The sample size consisted of 384 participants, and data was gathered through the distribution of questionnaires. The results of the study demonstrate the significance of package information in influencing consumer behaviour. The findings revealed that consumers are attracted to innovative packaging that captures their attention and creates a unique perception of the brand. The labels used to convey information on how to use the product on the packaging played a crucial role in helping consumers understand the product. However, the study highlights those instructions displayed on the package holds greater value for consumers. Consumers rely on this information to make informed purchasing decisions. Moreover, the country of origin and guidelines regarding the product's preparation process positively influence consumers' buying decisions. 2.4.4 Warning labels. A warning on cosmetic packaging is a statement or label designed to alert consumers about potential risks, hazards, or precautions associated with the use of the cosmetic product. Warnings convey important information to users, cautioning them against specific uses, potential allergic reactions, or any other safety concerns related to the product. These cautionary messages are intended to ensure consumer safety by providing clear and transparent information about the product's limitations or potential adverse effects. Common warnings on cosmetic packaging may

include advice to avoid contact with eyes, discontinue use if irritation occurs, or to conduct a patch test before widespread application. The inclusion of warnings is a regulatory and ethical practice that helps consumers make informed decisions about the use of the cosmetic product while promoting a sense of responsibility and transparency on the part of the brand (Srivastava et al, 2022). A study conducted by Mais et al (2019) on consumers’ options on warning labels on product packages in Brazil aimed to evaluate consumers' usage and opinions regarding the existing Brazilian food label and their responses to the introduction of a front-of-package warning label. Through 12 focus groups involving a diverse sample of adult participants, the research explored the uses and perceptions of the current food label and gathered opinions on implementing a front-of-package warning label. The analysis, utilizing exploratory content analysis, revealed six main themes, including reasons for using food labels, barriers to usage, requirements for a new label, perceived influence on consumption behaviors, perceived influence on child behaviors, and perceptions of food manufacturers using warning labels. Participants commonly used food labels to check warning, nutrient and ingredient information, but the format and technicality posed challenges, especially for those with low socioeconomic status. Overall, there was significant support for front-of-package warning labels, with women anticipating reduced consumption, and men expressing varied intentions for themselves and their children. The study underscored the potential of front-of-package warning labels to positively impact consumer behaviors and promote healthier choices. This can also be used in the cosmetic packaging where consumers pay close attention to warning labels which can influence their purchase decisions on a particular cosmetic product. 2.5 Buyer Behaviour. Consumer behaviour is trying to understand the process of how people make their purchasing decisions while they are shopping. It is denoted by what product they choose, which brand they prefer, where they shop, how much they buy, and how often they make purchases. This section will examine how these factors work together to shape the way people shop and make buying decisions. The stimulus-response model will also be introduced with its key indicators: product choice, brand choice, place choice, purchase amount and purchase frequency. 2.5.1 Stimulus response model.

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There has been a high rate of growth in the cosmetics industry in Kenya from the beginning of the 21 st Century due to the increase in population, urbanization and economic development which has made cosmetics available to a wide range of customers. In turn, the cosmetics industry has become very competitive and due to globalization, the products are available from global sources leaving customers with wide choices in the buying decisions (Thakur, 2017). One of the renowned theories in the field of marketing is the stimulus-response model, known as the "Black-box" model, introduced by Philip Kotler. This theory accentuates that the inner workings of a consumer's mind, often referred to as the "black box," can be understood by studying observable stimuli and the responses they trigger. This approach allows researchers to gain insight into consumer decision-making processes by analyzing external cues and the resulting reactions, providing valuable information about the factors that impact consumer choices. It emphasizes that effective product marketing hinges upon a company’s profound understanding of their customers. This facilitates for the development of products tailored to fulfill the diverse needs and desires of the customer (Harun & Moury, 2019). The "Black box" concept is employed to elucidate the details that lie beyond immediate comprehension. Given the complex nature of the human brain, the term "Black box" is employed to characterize the enigmatic processes occurring within the mind, which are challenging to decipher and quantify. It places emphasis on the consumer's role as a cognitive thinker and decision-maker, who reacts to a multitude of external and internal influences when making the determination of whether to make a purchase or not. This simple but powerful model aids in our comprehension of customer behaviour and purchase decision-making processes. Customers might apply guidelines or tactics that allow for a gratifying choice and a speedy and straightforward conclusion, but it is important to appreciate each customer’s uniqueness (Wesley et al., 2023). The consumer or buyer decision-making process refers to a series of stages that an individual goes through when they consider buying a product or service. It comprises of five stages, beginning with the acknowledgment of a need and ending with an evaluation of the purchase's worth. Needs recognition, also known as problem recognition, constitutes the initial phase in the buying decision process. It occurs when the consumer becomes aware of a disparity between their current level of satisfaction for a particular need and the level of satisfaction they desire. A need can be defined as a state of longing for something essential, requested, and crucial for an

individual, enabling them to restore equilibrium through its satisfaction (Mahalder & Rahman, 2020). The second stage is the search for information, consumers engage in information-seeking through a variety of channels, a process influenced by factors such as their level of knowledge, attitudes, and the resources at their disposal. This search can encompass both internal and external approaches, involving the use of memory, past experiences, internet resources, and the opinions of fellow consumers. The third stage is evaluation of alternatives, when they compare various options for their purchases. This phase can often be time-intensive and fraught with pressure. In addition to financial considerations, personal influencers, such as celebrity endorsements, can significantly impact consumers' choices when selecting a particular cosmetics brand. The fourth stage is the purchase decision, involving the customer actually buying the particular product. The final stage in the consumer decision-making process is the post-purchase evaluation, where the customer reflects on the purchase they have made (Ilunga, 2018). Cosmetic packaging, therefore, plays a key role in stimulating the consumer's mind and triggering a decision-making process. The packaging should be visually appealing and captivating to instantly capture the customer's attention. An appealing package has the potential to sway customer perceptions effectively. Moreover, it is imperative that a quality package offers precise information about the product. An effective package also facilitates the smooth and convenient transportation of the product from one location to another. Additionally, the design and form of the packaging should align with the needs of retailers, wholesalers, and consumers, ensuring easy storage both in stores and at home (Harun & Moury, 2019). 2.5.2 Product choice. Kenya has diversified economic social segments, ranging from the very rich to the very poor but all of them desiring to apply cosmetic beauty products. Consequently, the range of beauty products is diversified, ranging from very expensive products for the rich to cheap products in the poor zones. Since these social groups also live in different home environments, suppliers also distribute their products according to the economic zones ( Gáspár et al, 2023). The cosmetics industry has segmented the social groups according to their economic zones and have positioned their products according to the affordable prices for the specific segments (Lahoti & Jain, 2021). Product choice refers to the cognitive process individuals undergo when selecting a specific item or category of products from the multitude of options available in the market. This process is

influenced by a range of factors, including personal preferences, needs, perceptions, and external stimuli such as advertising and product information (Zeelenberg et al 2023). The significance of product choice lies in its capacity to shape the ultimate purchase decisions of consumers and, consequently, its direct impact on a company's market positioning and revenue. Product choice is intricately linked to customer buying behaviour, as it forms the cornerstone of the purchasing process. According to the stimulus response model, external stimuli, such as marketing campaigns and product displays, trigger cognitive and emotional reactions within consumers (Vergura & Luceri, 2018). These reactions, in turn, influence their product choices and, ultimately, their purchasing behaviour. Product choice is not limited to selecting one product over another; it also involves decisions regarding product features, quality, price, and brand preferences (Zeelenberg et al 2023). The stimulus-response model plays a pivotal role in influencing product choice. The model suggests that consumers' decision-making processes are heavily influenced by external stimuli, such as packaging design, which trigger emotional and cognitive responses, ultimately leading to a purchase decision (Vergura & Luceri, 2018). When it comes to cosmetics, packaging serves as the primary stimulus that captures consumers' attention and communicates essential information about the product. The use of vibrant colors, sleek designs, and innovative features can evoke positive emotions and perceptions, making the product stand out on the shelf. A study by Al- Azzam & Arda (2022) on the impact of product packaging on consumers' behaviour of buying cosmetic products in Amman, Jordan. The study found that consumers are more likely to be attracted to cosmetic products housed in aesthetically pleasing packaging, as it creates a sense of desirability and quality. This initial attraction is a critical first step in the consumer's decision- making process. Moreover, the stimulus-response model indicates that this initial attraction to cosmetic packaging can lead to a series of responses, including product evaluation and purchase decision. As consumers interact with the packaging by touching, examining, and reading information, their cognitive processes are engaged. Positive responses such as perceived value, trustworthiness, and alignment with personal preferences can be triggered, further strengthening the likelihood of choosing that particular cosmetic product. When a customer is attracted to a moisturizer packaged in an eco-friendly container that aligns with their values, they may perceive the

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product as not only visually appealing but also environmentally responsible. This positive response can solidify the decision to select that particular cosmetic product over others, illustrating how the stimulus-response model guides customers toward products that resonate with their initial attraction and preferences. Therefore, in the competitive cosmetic industry, packaging choices are a critical component of attracting and retaining customers ( Grădinaru et al, 2022). 2.5.3 Brand choice. A brand refers to a unique symbol, name, term, design, or any combination of these elements that identifies and distinguishes a product or service from competitors in the eyes of customers. It represents the overall perception and image of a company or product in the minds of consumers. It goes beyond just a logo or a name; it encompasses the values, reputation, quality, and promises associated with a product or company (Kotler & Armstrong, 2018). Brands in the cosmetics industry serve as powerful signals of product quality, consistency, and identity. They embody a promise of reliability and often convey a particular lifestyle or image. Consumers often form emotional connections with cosmetics brands, believing that these brands reflect their values and personal preferences. As a result, consumers often gravitate towards cosmetics from brands that align with their self-concept, seeking not only the physical product but also the emotional satisfaction and social recognition associated with the brand. Brands also play a pivotal role in shaping consumer perceptions of product quality and trustworthiness. Consumers often rely on brand reputation and recognition as shortcuts to evaluate the quality and efficacy of cosmetic products (Mishra et al, 2023). Faisal-E-Alam (2020) investigated the influence of cosmetic brands prices on customers in relation to the perceived quality of specific products. The study targeted students from schools, colleges and universities in Bangladesh. Data was collected from a sample of 1167 participants through an open-ended questionnaire. The study concluded that quality was an important element in purchasing decisions for cosmetic brands but then the quality of a product was related to its price, making certain brands to be out of reach of the lower social segments. It also noted that cosmetics can have negative effects on the users’ health when their contents react with the body which could be the case with the cheaper brands where the manufacturers did not conduct enough research on the impacts of the elements in the cosmetics on the consumers. According to

Kaličanin and Velimirović (2020), some manufacturers use additives which are harmful to human health including metals such as lead, mercury and zinc. Other additives are the preservatives, stabilizers, pigments and dyes with some ending up even disfiguring the users. Customers are therefore wary of such labelled cosmetic brands and consumers were able to evaluate their effects when they noted the presence of these materials in the information on the package. It is such elements which determine the quality of the cosmetics and customers would avoid such products even before being influenced by the price. However, when a brand's product was of good quality according to their purchasing ability, then they opted to buy that brand’s product rather than those brands which they deemed to be harmful even if the price was low. Lamasi and Santoso (2022) conducted research in Jakarta, Indonesia, to evaluate how buyers were influenced by the quality of cosmetics brands in relation to their prices. The study involved 200 participants from the users of Wardah cosmetics through a purposive random sampling technique, and the data was obtained through a questionnaire. The cosmetics business was noted to have been growing rapidly and had resulted in the availability of many different brands, all promoted as having similar effects on the users and being available from global sources. While the consumers were aware of the expensive brands which were only available to the rich customers, other social segments desired the use of cosmetics and went for the cheaper brand alternatives, which had been promoted to having similar characteristics and effects. However, due to the social media, consumers were able to understand the brands which were most effective and less harmful within their price range. As Suharso (2020) asserts that a brands product and its quality are important determining factors for the decision to purchase that product. According to Kalender (2021) the perception that expensive perfume brands were more effective than the cheaper ones had been promoted by women’s magazines more often whereas there existed cheaper brands with similar effects available in the market for the diligent customers with lower financial abilities. 2.5.4 Place choice. Place refers to the decision-making process individuals undergo when selecting where to make their purchases. It encompasses the selection of the specific location or channel through which consumers can access a product or service. This choice can be influenced by factors such as convenience, accessibility, the physical environment of the store, and the overall shopping

experience (Kotler & Armstrong, 2018). The stimulus-response model not only applies to the physical attributes of the product but also extends to the place where the product is made available to consumers. This concept underscores that the environment in which consumers encounter cosmetic products can act as a significant stimulus influencing their choices. The retail shop at the mall serves as the initial point of contact between the consumer and the product. The choice of place, therefore, plays a crucial role in stimulating consumer interest. For instance, a well-designed and aesthetically pleasing store can serve as a powerful stimulus, enhancing the overall attractiveness of the cosmetic products on display. This sensory-rich environment, with carefully curated displays and pleasant ambience, can captivate consumers and create an initial attraction towards the products showcased within (Gomes, 2018). The layout and organization of a physical store, or the consumer’s shopping experience, can trigger cognitive and emotional responses. Factors such as ease of navigation, accessibility, and the level of personalization can impact the consumer's perception of convenience and enjoyment during the shopping process. If a consumer finds it effortless to locate and explore their preferred cosmetic products in the store, their cognitive responses are likely to be positive, reinforcing their initial attraction. Consequently, the consumer is more likely to gravitate towards the place that not only captures their attention initially but also facilitates a seamless and satisfying shopping experience, ultimately influencing their product purchasing decision (Cherubino et al, 2019). The physical environment of a store, for instance, serves as a multisensory stimulus that engages consumers on various levels. The lighting, music, and overall ambience of a physical store can evoke emotional responses and set the tone for the shopping experience. A high-end cosmetics boutique with soft lighting and soothing music may create an atmosphere of luxury and indulgence, which aligns with the desires and aspirations of certain consumers. This initial sensory stimulation can make consumers feel drawn to the products within that environment, even before they engage directly with the cosmetic packaging. In addition to the sensory aspects, the choice of place can also stimulate cognitive responses related to product accessibility and variety. When consumers encounter a well-organized and visually appealing display of cosmetic products in a physical store, it can trigger cognitive processes that signal convenience and choice availability. This, in turn, can reinforce the initial attraction towards specific cosmetic products.

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If a consumer seeking a particular shade of lipstick finds that a store offers an extensive range of colors clearly organized for easy browsing, their cognitive response is likely to be positive. This sense of convenience and variety enhances the perceived value of the place and encourages the consumer to gravitate towards the products within that setting, aligning with the overall stimulus- response model for cosmetic packaging. The choice of place as the stimulus not only captures consumers' attention initially but also influences their cognitive and emotional responses, ultimately guiding their product purchasing decision (Basha et al. 2020). 2.5.5 Purchase quantity. Purchase quantity refers to the specific amount or number of a product or service that a consumer buys during a single transaction or shopping occasion. It reflects the quantity of a particular item or items that a customer chooses to purchase, and it can vary widely depending on factors such as individual preferences, needs, budget, and the specific circumstances surrounding the purchase (Tao et al 2022). The stimulus response model suggests that the initial attraction triggered by the cosmetic packaging can significantly influence the quantity of the product a customer chooses to purchase. When consumers are drawn to a cosmetic product due to its visually appealing packaging or innovative design, their emotional response can create a heightened desire for the product. This desire often translates into a greater intention to purchase a larger quantity, as consumers seek to maximize their satisfaction. Emotional responses, such as desire and excitement, can lead to impulsive buying behaviours, causing consumers to gravitate toward purchasing more of the product that initially captured their attention (Burton et al. 2019). Cognitive processes also come into play when considering purchase quantity within the stimulus- response model. The packaging itself may communicate information about product size, value, or special offers, which can influence consumers' perception of the product's worth. The cosmetic packaging that emphasizes a "buy one, get one free" promotion may trigger cognitive responses related to perceived value for money. Consumers may be more inclined to purchase a larger quantity of the product to take advantage of the perceived savings or to stock up on a product they perceive as a good deal. The model underscores that consumers are more likely to gravitate towards purchasing more of the cosmetic product they are initially attracted to, driven by both emotional desire and cognitive evaluations of value and convenience (Peter & Olsen, 2019). A study by Gituma (2017) on the effect of marketing mix on sales performance, also

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emphasized that pricing strategies, such as discounts, promotions, and perceived value, significantly swayed consumer perceptions and buying behaviour. 2.5.6 Purchase frequency. Purchase frequency refers to how often a consumer makes purchases of a particular product or service within a given period. It measures the regularity with which a customer returns to buy a specific item or patronizes a business (Yang & Che, 2020). The initial attraction generated by cosmetic packaging can lead to increased purchase frequency as consumers develop a strong affinity for a particular cosmetic product. When consumers are attracted to a cosmetic product due to its visually appealing packaging, innovative features, or brand image, their emotional response can create a sense of attachment and loyalty. This emotional connection often translates into a desire to continuously experience the pleasure or satisfaction associated with the product, prompting consumers to gravitate towards purchasing that specific cosmetic item frequently. Strong emotional connections to brands and products can lead to increased purchase frequency as consumers seek to maintain and reinforce their positive feelings (Kim & Sulivan, 2019). Packaging may communicate information about product benefits, usage, and recommended replenishment cycles. Packaging for skincare products include instructions for daily use, suggesting that consumers should purchase the product regularly to maintain their skincare routine. This cognitive cue can encourage consumers to incorporate the product into their daily regimen and establish a pattern of frequent purchases (Mohamed et al., 2018). In essence, the stimulus-response model highlights that consumers are more likely to gravitate towards purchasing cosmetics frequently if the initial attraction generated by the packaging engenders both emotional attachment and a rational understanding of the product's usage and benefits. As a result, purchase frequency becomes a natural consequence of the stimulus-response cycle. This habitual behaviour further underscores the idea that consumers tend to gravitate towards purchasing cosmetics they find attractive from the stimulus response, as the initial attraction can lead to the formation of consumption habits that drive repeated purchases (Mostafa & Kasamani, 2020).

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2.6 Chapter Summary. This chapter has reviewed literature concerning the three distinct research objectives that will determine the extent of this study. The design elements of color, brand logo, pictures and materials, the aspect of portability with its indicators being size, protection, convenience and legal aspects for consumers and finally the information on the package with its indicators being ingredient transparency, language on the package, application instructions and warning labels. How these factors influence consumers’ buying behaviour whose indicators are product choice, brand choice, place choice, purchase quantity and purchase frequency. Chapter three will contain research design, population and sampling design, data collection methods, research procedure and data analysis methods.

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chapter 2.edited

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