The purpose of this paper is to examine perfume packaging in Spain and its effects on Basque female consumers’ purchase decision. The study population was made up of females, as they represent the highest consumer in the perfume market, accounting for 67 percent of the total perfume sales (Trufragance.com). Furthermore, in the past few years the perfume industry has basically targeted females (McIntyre, 2013).
An empirical study was conducted using a questionnaire to collect primary data in order to test the hypotheses. The questionnaire was distributed to 400 randomly selected respondents, from the general female population.
The findings show a relationship between the independent variables (i.e. visual packaging design, verbal packaging design, and packaging benefits) and the dependent variable (i.e. consumer purchase decision) based on several reasons discussed thoroughly in this paper. Additionally, age, education level, marital status, monthly income, and employment category of sample subjects influence the effect of perfume packaging on purchase decisions.
The main limitation of this study is the use of simple random sampling. The research findings bear important implications for more functional, emotional, environmental, and socially responsible marketing practice where packaging is concerned.
The findings of this study contribute to the understanding of packaging as a strategic marketing tool and how it can significantly influence the female’s purchase decision. Thus, giving managers and marketers a competitive advantage in this increasingly growing market. A new concept and measurement scale is presented that can be used for identifying creative packaging design and its benefits.
This study remains one of few research works focusing on the four dimensions of packaging benefits: functional, social, emotional, and environmental. Furthermore, it attempts to fulfill the identified need for encompassing potential and generally accepted packaging elements, including both the visual and verbal elements. Therefore, the uniqueness of this study arises from its examination of both aspects simultaneously, which has been ignored in previous research.
The author would like to thank Avempace III, Erasmus Mundus and the University of Deusto for giving the author a scholarship so that the author could pursue Post Doc in marketing at the University of Deusto in Bilbao, Spain. Please find enclosed the research is as a result of the author’s mobility. Also, the author would like to thank Nabil Sarraf for his continuous support.
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