Economics and Business
ISSN 2775-9237 (Online)
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
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.
Armelini, G., & Villanueva, J. (2010). Marketing Expenditures and Word-of-Mouth Communication: Complements or Substitutes? Foundations and Trends® in Marketing, 5(1), 1–53.
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
Bassin, S. B. (1988). Packaging: A Key Element in Added Value. Journal of Food Distribution Research, 19(1), 6-11.
Bone, P. F., & France, K. R. (2001). Package Graphics and Consumer Product Beliefs. Journal of Business and Psychology, 15(3), 467-489.
Cespedes, F. V. (1993). Coordinating Sales and Marketing in Consumer Goods Firms. Journal of Consumer Marketing, 10(2), 37-55.
Dhopatkar, V. (2011). Fast Moving Consumer Goods. Maharashtra Economic Development Council. Monthly Economic Digest, pp. 49-51.
Draelos, Z. D., & Thaman, L. A. (2006). Cosmetic Formulation of Skin CareProducts (Vol. 30). New York, U.S.A.: Taylor and Francis Group, LLC.
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
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.
Kashyap, P. (2016). Rural Marketing (3 ed.). New Delhi, India: Pearson India Education Services Pvt. Ltd.
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.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17 Global ed.). Harlow, United Kingdom: Pearson Education Limited.
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.
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.
Krejcie, R. V., & Morgan, D. W. (1970). Determining Sample Size for Research Activities. Educational and Psychological Measurement, 30(3), 607-610.
Law, J. (2016). A Dictionary of Business and Management (6 ed.). Oxford, United Kingdom: Oxford University Press.
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.
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.
Orth, U. R., & Malkewitz, K. (2008). Holistic Package Design and Consumer Brand Impressions. Journal of Marketing, 72(5), 64–81.
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.
Rundh, B. (2005). The Multi-faceted Dimension of Packaging: Marketing Logistic or Marketing Tool? British Food Journal, 107(9), 670-684.
Sauvage, F. (1996). The Marketing Aspect of Packaging. In Food Packaging Technology, 1, 33-47.
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.
Sonsino, S. (1990). Packaging Design: Graphics, Materials, Technology. New York, U.S.A.: Thames and Hudson Ltd.
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.
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.
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.
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.
Walsh, G., & Elsner, R. (2012). Improving Referral Management by Quantifying Market Mavens’ Word of Mouth Value. European Management Journal, 30(1), 74-81.
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:
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.
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.