Young Purchasers’ Buying Decision: Cosmetic packaging on gender distinction

Abstract

This research aims to investigate a distinctive perceptual response between young males and females on graphical and packaging appearance leading to their buying decisions. The research endeavors to reveal distinctive graphical and formal design factors determining packaging preferences in accordance with the level of cognitive and affective sensory between genders. The research found that color, materials, formal design, size, shape, and textual style correspond to young purchasers’ gender differences. Research tools comprise distinctive visual stimulus set embedded with the contradictory factors and questionnaires set to draw perceptual reactions. Sampled respondents are drawn from 19-23 graduate and undergraduate students from the Department of Industrial Design and Education. The research finally suggests a set of differentiating packaging design guidelines in accordance with the research findings for paradigmatic purposes. Keywords: packaging design, cosmetic, gender differences, formal design, marketing. © 2017 The Authors. Published for AMER ABRA by e-International Publishing House, Ltd., UK. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.