Title: The impact of perfume packaging on consumer buying behaviour of Jordanian females

Authors: Rashad Al Saed; Muhammad Abu Salih; Al Hareh Hussien; Netham Swwedan

Addresses: Management Department, Amman Arab University, Mobus St, P.O. Box 22234, Amman 11953, Jordan ' Management Department, Amman Arab University, Mobus St, P.O. Box 22234, Amman 11953, Jordan ' Management Department, Amman Arab University, Mobus St, P.O. Box 22234, Amman 11953, Jordan ' Management Department, Amman Arab University, Mobus St, P.O. Box 22234, Amman 11953, Jordan

Abstract: The aim of this paper is to examine the impact of perfume packaging on consumer buying behaviour of Jordanian women. The dimensions of perfume packaging adopted were: package colour, printed information, packaging material, design of wrapper, background image and innovation, while dimensions of consumer buying behaviour were: attention, arousing interest, desire for purchase, conviction, purchase, and post purchase. A descriptive research design methodology was adopted, and a structured questionnaire was distributed to 360 women selected randomly. All dimensions of perfume packaging, except package material, have significant impact on consumer buying behaviour. Also, results showed that there are no significant differences in the means of the consumer buying behaviour of Jordanian women due to perfume packaging dimensions. This means that makers of perfume packaging are encouraged to view all the dimensions of packaging equally and develop them as a whole. These results agree with many previous results of other researchers.

Keywords: perfume; packaging; consumer behaviour; package colour; printed information; packaging material; design of wrapper; background image and innovation.

DOI: 10.1504/IJBEX.2020.10030847

International Journal of Business Excellence, 2022 Vol.27 No.4, pp.555 - 570

Received: 26 Oct 2019
Accepted: 01 Feb 2020

Published online: 30 Aug 2022 *

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