The Impact of Packaging and Labeling Elements on the Rural Consumers’ Purchase Decision for Skincare Products in Bangladesh
top of page
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute

Economics and Business

Quarterly Reviews

ISSN 2775-9237 (Online)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
crossref
doi
open access

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)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, management journal

Download Full-Text Pdf

doi

10.31014/aior.1992.03.04.309

Pages: 1631-1644

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

Abstract

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.

References

  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. https://doi.org/10.1561/1700000025

  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 http://www.bbs.gov.bd/site/page/b588b454-0f88-4679-bf20-90e06dc1d10b/-

  3. Bassin, S. B. (1988). Packaging: A Key Element in Added Value. Journal of Food Distribution Research, 19(1), 6-11. https://doi.org/10.1023/a:1007826818206

  4. Bone, P. F., & France, K. R. (2001). Package Graphics and Consumer Product Beliefs. Journal of Business and Psychology, 15(3), 467-489. https://doi.org/10.1023/a:1007826818206

  5. Cespedes, F. V. (1993). Coordinating Sales and Marketing in Consumer Goods Firms. Journal of Consumer Marketing, 10(2), 37-55. https://doi.org/10.1108/07363769310039111

  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: https://www.dhakatribune.com/business/2017/06/05/bangladesh-buyer-cosmetics-muslim#:~:text=Bangladeshis%20spent%20a%20whopping%20%242.5,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 https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1722230

  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 http://jitabangladesh.com/last-mile-distribution/

  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. https://doi.org/10.1177/001316447003000308

  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 https://www.ijrrjournal.com/IJRR_Vol.6_Issue.6_June2019/IJRR0035.pdf

  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: http://www.indianjournalofmarketing.com/index.php/ijom/article/view/36067

  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. https://doi.org/10.1108/00070709810204101

  23. Orth, U. R., & Malkewitz, K. (2008). Holistic Package Design and Consumer Brand Impressions. Journal of Marketing, 72(5), 64–81. https://doi.org/10.1509/jmkg.72.3.064

  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 http://www.europeanjournalofscientificresearch.com/issues/EJSR_122_2.html

  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. https://doi.org/10.15242/HEAIG.H0917508

  26. Rundh, B. (2005). The Multi-faceted Dimension of Packaging: Marketing Logistic or Marketing Tool? British Food Journal, 107(9), 670-684. https://doi.org/10.1108/00070700510615053

  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 http://www.dumarketing.ac.bd/html5boilerplatemkt/uploads/2013/11/13The-Importance-of-Product-Attributes-Influencing-Purchase-Decision.pdf

  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. https://doi.org/10.1016/j.fct.2005.01.020

  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 https://data.worldbank.org/indicator/SP.RUR.TOTL.ZS?locations=BD

  33. U.S. Food & Drug Administration. (2016, February 01). Are all “personal care products” regulated as cosmetics? Retrieved on October 10, 2020, from https://www.fda.gov/industry/fda-basics-industry/are-all-personal-care-products-regulated-cosmetics

  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. https://doi.org/10.1080/135272698345762

  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. https://doi.org/10.1080/10696679.2003.11501933

  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. https://doi.org/10.1108/10610420110410531

  37. Walsh, G., & Elsner, R. (2012). Improving Referral Management by Quantifying Market Mavens’ Word of Mouth Value. European Management Journal, 30(1), 74-81. https://doi.org/10.1016/j.emj.2011.04.002

  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: https://www.ijmrbs.org/ijmrbsadmin/upload/IJMRBS_5ccbb98fdeced.pdf

  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. https://doi.org/10.1016/b978-081551504-3.50026-2

  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. https://doi.org/10.1016/j.fct.2010.08.004

bottom of page