YOUNG CONSUMER PREFERENCES TOWARD PACKAGING DESIGN OF COSMETIC PRODUCT
VALENTINA, GLORIA (Adv.: G. W. Havranek), G. W. Havranek
Nowadays, people started to give more attention about their appearance. One of the ways is by using the cosmetic product. The word cosmetic is deriving from Greek word Kosmetikos which means skilled and decoration (Britannica, 2011). People give an effort to have a better appearance. That is why cosmetic play an important role in people life. Cosmetic product consists of skin care and make up product. Both make up and skin care industries are growing rapidly in the world. In the market there is a lot of brand and all of them tried to survive with their own way. Many factors can determine the success of a brand. One of them is the packaging design that gives consumer the first impression of the product. The appealing packaging might affect the first impression of the consumer and increase the tendency of consumer to purchase the product. On the other way unattractive packaging might harm the image of the product and decreasing people willingness to buy. So, the importance of packaging design needs to be explored to support the growth of cosmetic industry.
Kata Kunci : consumer behavior, marketing, cosmetic industry.
