THE EFFECT OF PACKAGING CHARACTERISTICS ON BRAND PREFERENCE FOR COSMETICS PRODUCTS IN ABIA STATE, NIGERIA

The study analyzed packaging characteristics and their effects of brand preference for cosmetics products in Abia State of Nigeria. Packaging characteristics considered were packaging size, colour and shape. A sample size of 250 was purposively selected for the study. The samples were drawn from the five (5) major markets in Aba metropolis of the State. Data analysis was done with karl pearson correlation coefficient model. Findings showed that all the variables examined (size, colour, and shape) were positive and significant factors influencing brand preference for cosmetics products. The study concluded by recommending that adequate packaging strategies are to be formulated and implemented by manufacturing companies when they are designing packages for their products brands. Such packaging strategies must incorporate all the elements of packaging which include packaging colour, size and shape. Furthermore, marketing research that focuses on packaging sizes, colours, and shapes which will be desired by consumers should be regularly conducted to enable manufacturing companies to know the right packaging variables to utilize during the design of packets.
KEYWORDS: Packaging Characteristics, Brand Preference, Cosmetics.

INTRODUCTION

The nature of most consumer products makes it imperative for such products to be properly packaged. Packaging plays an important role which includes protecting a product from any sort of damages, offering information about the brand, quality and how to use that product. Consumers are moved by attraction and the way a product is packaged affects its appeal.  
Cosmetics are necessities and many cosmetics brands come in varying designs and packages. Most consumers buy cosmetics because of a given brand name, some buy cosmetics because of price, some buy cosmetics because of their friends†recommendations and others buy cosmetics because of packaging design. Increasingly, manufacturers are beginning to appreciate the importance of packaging and its role in stimulating sales. Rundh (2005) noted that packaging attracts consumerâ€s attention to particular brand, enhances its image, and influences consumerâ€s perceptions about product.   
The packaging component of a product refers to any container in which it is offered for sale and on which information is communicated (Berkowitz et al, 1989). Packaging of consumer products is extremely important at the point of sale. It plays a major role when products are purchased. After all, it is the first thing seen before making purchase choices and it is widely recognized that over 50% of purchasing decisions are made at the shelf, or point of purchase (Ferrell, 1987; Frontiers, 1996).
Shifts in product trends have also -