Product aesthetics and consumer buying decision in the cosmetic sub-sector in Nigeria

Abstract

In the recent modern marketing age, there is huge competition of product atheistic due to changing life style of the consumers and the improvement in cosmetic products. Every organization focuses on the packaging positioning of products because that is the main tool of stimulating consumer buying decision. The objective of this paper was to examine the effect of product aesthetics on the consumer buying decision. This research identified the relationship between the dependent and independent variables. This survey research consists on the primary data which were collected through the distribution of the questionnaire and SPSS software was b used for the purpose of the analysis. This study consists on the response of the 100 respondents and tested the reliability of the model. Findings shows that the dimensions of product atheistic such as product information and product packaging have positive effect on consumer buying decision. Results also shows that the dimensions of product packaging explain the variability of consumer buying decision of cosmetic brands in selected super supermarkets. The study recommended that management of supermarkets should engage the services of professionals who are knowledgeable about customer reactions towards product information and texts in order to continuously develop and improve on their packaging so as to boost their consumer purchase decision. Keywords: Product Aesthetics, Product Information, Product Packaging, Consumer and Buying Decision.