أثر تغليف المنتج على سلوك المستهلك في شراء مستحضرات التجميل في مدينة عمان، الأردن

This study has been performed to evaluate the effect of packaging elements on the purchasing behavior of consumers of cosmetic products in Amman city stores, Jordan. Therefore, all consumers with the cosmetics product literacy of Amman city stores were checked as a statistical community. In addition, this study has utilized a quantitative approach to gather and analyze data from a total of 400 female cosmetic products respondents. Only 370 responses were returned at the end of the data collection method, which offered a response rate of 92 percent. During data cleaning, only 370 could be used and applied for subsequent statistical analysis. The collected data have been analyzed using multiple regressions and correlations. Results have revealed that packaging material has had the strongest effect on cosmetics products consumer purchasing behavior (0.277) followed by Packaging color (0.223), printed information (0.205 and innovation (0.177). Finally, the results of this study will be utilized to make recommendations to marketers to develop their level of insight into consumer purchasing behavior.