A Study of Influence of Packaging on Women Skincare Consumers in Jabalpur City

In the modern marketing environment, Internet and Digitization in India have transformed every industry. The market and store shelves today, are flooded with n of products and countless brands, giving number of choices for the consumers to buy. Increase in literacy levels, high increase of women joining the workforce have made people more aware and conscious towards hygiene and beauty. The growing concern for a perfect skin and a perfect body has become the goldmine for the skincare industry all over the world.

This paper focuses on an effort to determine consumer buying behavior through the impact of Packaging on the purchase of skincare products by Women living in Jabalpur city. Questionnaires were distributed and self administered to 125 respondents. Chi-square and percentage was used in the study. The sample size of 125 respondents includes only women skin care users both working & non working.

The findings of the study skin care indicated women buyers perceive that good and attractive packaging adds value and quality to the product,attractive packaging styles influences purchase and also influences product identification,spot purchase, clear instructions of the product. Since, the research is on consumer behavior, certain degree of subjectivity can be found among sample respondents was the limitation of the study. Its practical implication suggests the marketers need to design new attractive packaging designs and bring innovation by offering skin care products in different options like tubes etc which are portable and easy to use.