Impact of labeling and package on customer decision making in cosmetics industry

Dinara Mangusheva

Master's thesis

Abstract:

The thesis analyses the influence of customers purchasing decisions, taking eco-labels and packages into consideration. The goal is to establish the impact factors and find those that can have a relationship with each other. The main method was the quantitative analysis with data taken from the questionnaire performed by an author. There were 284 participants from the specific country and target group. After the information was gathered, the correlation and regression analysis were done. As the result of the statistics, there was established direct relationship between colors and trust in the product and perception of eco-labels based on the shapes and fonts of it. Additionally, there were applied ideas why such a connection appeared. Moreover, brands were suggested to concentrate on specific shapes and colors in order to be perceived well by customers in Hungary. Based on the study, conclusion and recommendations were drawn.

Abstract:

The thesis analyses the influence of customers purchasing decisions, taking eco-labels and packages into consideration. The goal is to establish the impact factors and find those that can have a relationship with each other. The main method was the quantitative analysis with data taken from the questionnaire performed by an author. There were 284 participants from the specific country and target group. After the information was gathered, the correlation and regression analysis were done. As the result of the statistics, there was established direct relationship between colors and trust in the product and perception of eco-labels based on the shapes and fonts of it. Additionally, there were applied ideas why such a connection appeared. Moreover, brands were suggested to concentrate on specific shapes and colors in order to be perceived well by customers in Hungary. Based on the study, conclusion and recommendations were drawn.

Keywords

Eco-labels, Cosmetics, Design, Perception, Marketing

Keywords

Cosmetics, Design, Perception, Marketing, Eco-labels

Language used: English

Date on which the thesis was submitted / produced: 13. 5. 2023

Thesis defence

• Date of defence: 5. 6. 2023
• Supervisor: Martin Machek
• Reader: Radek Tahal

Vysoká škola ekonomická v Praze

Master programme:
Management