Appearance matters : the influence of packaging on consumer behavior : the case of perfume packaging in the Lebanese market

Abstract

Purpose – The purpose of this paper is to evaluate and describe the role that perfume packaging plays in consumer behavior and how it affects the Lebanese consumer’s choice of perfume. The objective is to detail factors affecting perfume choice and describe the influence of packaging on this process. For that, secondary and primary data is collected and analyzed in order to elaborate and test the hypotheses. Design/methodology/approach – A deductive quantitative research was conducted using a questionnaire distributed online and answered by Lebanese perfume buyers. The data obtained from 307 individuals was analyzed using SPSS to test the hypotheses and answer the research question. Findings – The findings obtained highlight a correlation between the independent variable, set as hedonic value from packaging, and the dependent variable defined as consumer decision making process concerning perfume choice. Also, the study shows the notable role played by perfume packaging in Lebanese consumers’ decision-making process as well as its importance for both online and offline purchase. Research limitations/implications – Adopting the random sampling based on social media users can be considered as a limitation of this research. Also, time and situation limitation can be found due to the fact that the study was conducted during economic, political and health turmoil. Practical implications – This research’s outcomes add to the understanding of consumer buying choice determinants when it comes to perfume packaging and place the latter element as a strategic marketing tool. Managers can therefore have the confidence to integrate packaging in their marketing strategy in order to give their brand a competitive edge and increase market share. Originality/value – The originality of this study lays in the fact that it is one of the few researches tackling the subject of the determinants of consumer buying behavior regarding the perfume industry in Lebanon. Indeed, it focuses on packaging as a factor affecting purchase choice which remains an element that is studied to a limited degree in this part of the world.