Journal of Economics and Business

ISSN 2615-3726 (Online)

ISSN 2621-5667 (Print)

Published: 22 December 2020

The Impact of Packaging and Labeling Elements on the Rural Consumers’ Purchase Decision for Skincare Products in Bangladesh

Stanley Sumon Rodrick, Hamidul Islam, Ahmed Ishtiaq Zadid

American International University (Bangladesh), Marico Bangladesh Limited (Bangladesh)

Download Full-Text Pdf


Pages: 1631-1644

Keywords: Copy Products, Packaging, Labeling, Rural Markets, Skincare Products, Trade Marketing


Differences in socio-economic conditions, demographics, and infrastructural variances in the rural markets create substantial variances in the consumption patterns compared with the urban markets. As per a report of the World Bank, about 63 percent of the population resides in Bangladesh’s rural areas as it constitutes a bigger market for the consumption of different products. The researchers envision identifying the impact of packaging and labeling elements in the decision-making evaluation for different skincare products. The research exploration comprises of four objectives, i.e., perception and attitude towards packaging and labeling elements for the rural consumers, measuring the relative impact based on the demographical changes, determining the sensitivity towards branding elements and communication portrayed, and the ability in identifying the original skincare products in comparison with the copy products in the rural markets. The researchers conducted surveys in the Mymensingh, Netrokona, Jamalpur, and Sherpur Districts of the greater Mymensingh Division of Bangladesh. A total of 390 responses were selected based on the non-probability sampling frame. The target sample age group was chosen between 13 to 54 years. Researchers developed a questionnaire in combination with close-ended questions along with simple dichotomies. For analyzing the outcomes, the researchers have applied a statistical method of the “Z-test” Technique. The researchers identified that the packaging and labeling of skincare products influence rural consumers’ behavior. Different promotional strategies and trade marketing activities are recommended based on the findings, reinforcing the rural consumers’ acceptance of skincare products.


  1. Armelini, G., & Villanueva, J. (2010). Marketing Expenditures and Word-of-Mouth Communication: Complements or Substitutes? Foundations and Trends® in Marketing, 5(1), 1–53.

  2. Bangladesh Bureau of Statistics. (2019, June). Bangladesh Sample Vital Statistics 2019. Monitoring the Situation of Vital Statistics of Bangladesh (MSVSB) 3rdPhase Project, Bangladesh Bureau of Statistics. Retrieved on November 02, 2020, from

  3. Bassin, S. B. (1988). Packaging: A Key Element in Added Value. Journal of Food Distribution Research, 19(1), 6-11.

  4. Bone, P. F., & France, K. R. (2001). Package Graphics and Consumer Product Beliefs. Journal of Business and Psychology, 15(3), 467-489.

  5. Cespedes, F. V. (1993). Coordinating Sales and Marketing in Consumer Goods Firms. Journal of Consumer Marketing, 10(2), 37-55.

  6. Dhopatkar, V. (2011). Fast Moving Consumer Goods. Maharashtra Economic Development Council. Monthly Economic Digest, pp. 49-51.

  7. Draelos, Z. D., & Thaman, L. A. (2006). Cosmetic Formulation of Skin CareProducts (Vol. 30). New York, U.S.A.: Taylor and Francis Group, LLC.

  8. Farhin, N. (2017, June 05). Bangladesh Sixth Largest Buyer of Cosmetics in the Muslim World. Retrieved on October 10, 2020, from Dhaka Tribune:,Muslim%20world%2C%20the%20report%20states

  9. Hamid, M. A., Akter, B., & Mazumder, M. H. (2008). Characteristic Features of Corporate Advertisements of Bangladeshi Print Media: A Contemporary Analysis. Journal of Business and Technology (Dhaka), 3(5), 63-73. Retrieved on November 02, 2020, from

  10. Hine, T. (1995). The Total Package: The Evolution and Secret Meanings of Boxes, Bottles, Cans, and Tubes (1 ed.). Boston, U.S.A.: Little, Brown & Co.

  11. JITA Bangladesh. (2020, October 10). Retrieved from

  12. Kashyap, P. (2016). Rural Marketing (3 ed.). New Delhi, India: Pearson India Education Services Pvt. Ltd.

  13. Keller, K. L., Parameswaran, A. M., & Jacob, I. (2015). Strategic Brand Management - Building, Measuring, and Managing Brand Equity (4 ed.). Chennai, India: Pearson India Education Services Pvt. Ltd.

  14. Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17 Global ed.). Harlow, United Kingdom: Pearson Education Limited.

  15. Kotler, P., Armstrong, G., Agnihotri, P. Y., & Haque, E. U. (2010). Principles of Marketing: A South Asian Perspective (13 ed.). New Delhi, India: Dorling Kindersley (India) Pvt. Ltd., licensees of Pearson Education in South Asia.

  16. Kotler, P., Keller, K. L., Koshy, A., & Jha, M. (2014). Marketing Management: A South Asian Perspective (14 ed.). New Delhi, India: Dorling Kindersley (India) Pvt. Ltd., licensees of Pearson Education in South Asia.

  17. Krejcie, R. V., & Morgan, D. W. (1970). Determining Sample Size for Research Activities. Educational and Psychological Measurement, 30(3), 607-610.

  18. Lavuri, R., & Sreeramulu, D. (2019). Personal Care Products: A Study on Women Consumer Buying Behaviour. International Journal of Research & Review, 6(6), 271-279. Retrieved from

  19. Law, J. (2016). A Dictionary of Business and Management (6 ed.). Oxford, United Kingdom: Oxford University Press.

  20. Lehman, J., & Phelps, S. (2005). West’s Encyclopedia of American Law (2 ed., Vol. 3). Farmington Hills, Michigan, U.S.A., The Gale Group, Inc.

  21. Manjunatha, K. (2004). Rural Marketing - Prospects. Indian Journal of Marketing, 34(6), 8-10. Retrieved from:

  22. Nancarrow, C., Wright, L. T., & Brace, I. (1998). Gaining Competitive Advantage from Packaging and Labelling in Marketing Communications. British Food Journal, 100(2), 110–118.

  23. Orth, U. R., & Malkewitz, K. (2008). Holistic Package Design and Consumer Brand Impressions. Journal of Marketing, 72(5), 64–81.

  24. Raheem, A. R., Vishnu, P., & Ahmed, A. M. (2014). Impact of Product Packaging on Consumer’s Buying Behavior. European Journal of Scientific Research, 122(2), 125-134. Retrieved from

  25. Rodrick, S. S., Islam, H., & Zadid, A. I. (2017). Influences of Packaging and Labeling Aspects on Consumer Preferences for Personal Care Products: An Empirical Study on the Rural Consumers of Chittagong Division, Bangladesh. 6thInternational Conference on Tourism, Business, Finance, and Law (TBFL-2017)(pp. 152-159). Kuala Lumpur (Malaysia): Higher Education and Innovation Group.

  26. Rundh, B. (2005). The Multi-faceted Dimension of Packaging: Marketing Logistic or Marketing Tool? British Food Journal, 107(9), 670-684.

  27. Sauvage, F. (1996). The Marketing Aspect of Packaging. In Food Packaging Technology, 1, 33-47.

  28. Shamsher, R. (2014). The Importance of Product Attributes Influencing Purchase Decision: A Comparative Study Between FMCG Laundry Soaps. D.U. Journal of Marketing, 15, 231-244. Retrieved from

  29. Soni, M. G., Carabin, I. G., & Burdock, G. A. (2005). Safety assessment of esters of p-hydroxybenzoic acid (parabens). Food and Chemical Toxicology, 43(7), 985–1015.

  30. Sonsino, S. (1990). Packaging Design: Graphics, Materials, Technology. New York, U.S.A.: Thames and Hudson Ltd.

  31. Tanner, J., Honeycutt, E., & Erffmeyer, R. C. (2009). Sales Management - Shaping Future Sales Leaders (2 ed.). New Delhi, India: Dorling Kindersley (India) Pvt. Ltd., licensees of Pearson Education in South Asia.

  32. The World Bank. (2020, October 23). Rural population (% of total population) - Bangladesh. Retrieved on October 10, 2020, from

  33. U.S. Food & Drug Administration. (2016, February 01). Are all “personal care products” regulated as cosmetics? Retrieved on October 10, 2020, from

  34. Underwood, R. L., & Ozanne, J. L. (1998). Is your package an effective communicator? A normative framework for increasing the communicative competence of packaging. Journal of Marketing Communications, 4(4), 207-220.

  35. Underwood, R. L. (2003). The Communicative Power of Product Packaging: Creating Brand Identity via Lived and Mediated Experience. Journal of Marketing Theory and Practice, 11(1), 62-76.

  36. Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging Communication: Attentional Effects of Product Imagery. Journal of Product and Brand Management, 10(7), 403-422.

  37. Walsh, G., & Elsner, R. (2012). Improving Referral Management by Quantifying Market Mavens’ Word of Mouth Value. European Management Journal, 30(1), 74-81.

  38. Walter, N., Cleff, T., & Chu, G. (2013). Brand Experience’s Influence on Customer Satisfaction and Loyalty: A Mirage in Marketing Research? International Journal of Management Research and Business Strategy, 2(1), 130-144. Retrieved from:

  39. Wilmott, J. M., Aust, D., Brockway, B. E., & Kulkarni, V. (2005). The Delivery Systems’ Delivery System. Delivery System Handbook for Personal Care and Cosmetic Products, 437–472.

  40. Wu, X. M., Bennett, D. H., Ritz, B., Cassady, D. L., & Lee, K. (2010). Usage Pattern of Personal Care Products in California Households. Food and Chemical Toxicology, 48(11), 3109-3119.

About Us

The Asian Institute of Research is an online and open-access platform to publish recent research and articles of scholars worldwide. Founded in 2018 and based in Indonesia, the Institute serves as a platform for academics, educators, scholars, and students from Asia and around the world, to connect with one another. The Institute disseminates research that is proven or predicted to be of significant influence for the general public.

Contact Us

Please send all inquiries to the email:

Business Address:

5th Floor, Kavling 507, Fajar Graha Pena Tower, Jl. Urip Sumohardjo No.20, Makassar, Indonesia 90234

Copyright © 2018 The Asian Institute of Research. All rights reserved

Stay Connected

  • Instagram - Black Circle
  • Facebook - Black Circle
  • LinkedIn - Black Circle