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RIIIT. Revista internacional de investigación e innovación tecnológica

versión On-line ISSN 2007-9753


ABDELAZIM-MOHAMED, N.B.; GARCIA-MEDINA, I.  y  GONZALEZ-ROMO, Z.F.. E-commerce vs. physical store. Packaging as an element of influence in the purchase. RIIIT. Rev. int. investig. innov. tecnol. [online]. 2019, vol.7, n.38. ISSN 2007-9753.

This research will provide new useful insights for cosmetics marketing specialists with respect to consumer preferences based on the visual elements of hair care, skin care and makeup products. For the research, a quantitative research approach was adopted using the design of the survey and data were collected from 130 women in the United Kingdom. The results of the surveys show that the consumer behavior of cosmetics is affected by the visual elements of the cosmetic packaging designs and, therefore, affects their purchase intentions. In addition, it was demonstrated that the material and colors of the packaging of hair care products and makeup are of great importance with respect to the level of attractiveness and, therefore, for the preferences of the consumers.

Palabras llave : Consumer behavior; e-commerce; purchase intention; packaging design; female cosmetics.

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