INFLUENCE OF PACKAGING ELEMENTS ON THE PURCHASE DECISION-MAKING: A STUDY ON THE BAR SOAP USERS OF DHAKA CITY, BANGLADESH

Tanzina Akhter,Md Nur-Al-Ahad

doi:10.52846/mnmk.19.2.01

Abstract

INFLUENCE OF PACKAGING ELEMENTS ON THE PURCHASE DECISION-MAKING: A STUDY ON THE BAR SOAP USERS OF DHAKA CITY, BANGLADESH

Highlights

With rapid urbanization and strong economic growth, a developing country like Bangladesh has a base of mid-to-high income consumers who have an increasing amount of disposable income to maintain their lives
After the careful screening of the returned answers, 32 questionnaires were excluded due to the incomplete information, and 211 responses were retained for subsequent statistical analysis.The sample consists of 44.5% male and 55.5% female respondents from Shahbag, Hazaribag, and Mathijheel area in Dhaka city. 4.2 Measurement Instrument In this study, the independent variables consist of verbal and visual elements of packaging, whereas the dependent variable is the purchase decision-making of consumers
This study investigated the influence of packaging elements on the purchase decision-making of bar soap in Bangladesh

Summary

Introduction

With rapid urbanization and strong economic growth, a developing country like Bangladesh has a base of mid-to-high income consumers who have an increasing amount of disposable income to maintain their lives. The market of beauty and personal care is an ever-growing one that has fragmented and requires continuous branding and product innovation for brands to sustain (Ahmed et al.2018). In this beauty and personal care market, one of the largest categories thatare related to a low - involvement decision of consumers is bath care products. Three types of segments are currently noticed in Bangladesh's soap market- bar soaps, liquid soaps, and shower gels. Due to improved sanitation and hygiene related knowledge, Management&Marketing, volume XIX, issue 2/2021 consumers (both value & premium segments) show themost significant preference for bath and shower products. Logo on the ( 2016) (BI) package.

Objectives

Methods

Discussion

Conclusion