The impact of Product Packaging on Consumers' Behavior of Buying cosmetic products in Amman City, Jordan

Abstract

This study has been performed to evaluate the effect of packaging elements on the purchasing behavior of consumers of cosmetic products in Amman city stores, Jordan. Therefore, all consumers with the cosmetics product literacy of Amman city stores were checked as a statistical community. In addition, this study has utilized a quantitative approach to gather and analyze data from a total of 400 female cosmetic products respondents. Only 370 responses were returned at the end of the data collection method, which offered a response rate of 92 percent. During data cleaning, only 370 could be used and applied for subsequent statistical analysis. The collected data have been analyzed using multiple regressions and correlations. Results have revealed that packaging material has had the strongest effect on cosmetics products consumer purchasing behavior (0.277) followed by Packaging color (0.223), printed information (0.205 and innovation (0.177). Finally, the results of this study will be utilized to make recommendations to marketers to develop their level of insight into consumer purchasing behavior.

Full text

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The impact of Product Packaging on Consumers' Behavior of Buying cosmetic
products in Amman City, Jordan
Dr: Abdel Fattah Mahmoud Al-Azzam, Al al-Bayt University
Lecturer: Fakher Mahmoud Arda, Al al-Bayt University
Faculty of Economic and Administration Sciences, Department of business management Al al-Bayt
University, Jordan [Postal Address: P.O. Box 130040, Mafraq, 25113, Jordan] Email:
Abdel.alazzam63@gmail.com, Tel: 00962790968147
Abstract
This study has been performed to evaluate the effect of packaging elements on the purchasing behavior
of consumers of cosmetic products in Amman city stores, Jordan. Therefore, all consumers with the
cosmetics product literacy of Amman city stores were checked as a statistical community. In addition,
this study has utilized a quantitative approach to gather and analyze data from a total of 400 female
cosmetic products respondents. Only 370 responses were returned at the end of the data collection
method, which offered a response rate of 92 percent. During data cleaning, only 370 could be used and
applied for subsequent statistical analysis. The collected data have been analyzed using multiple
regressions and correlations. Results have revealed that packaging material has had the strongest effect
on cosmetics products consumer purchasing behavior (0.277) followed by Packaging color (0.223),
printed information (0.205 and innovation (0.177). Finally, the results of this study will be utilized to
make recommendations to marketers to develop their level of insight into consumer
purchasing behavior.
Keywords: packaging materials, packaging colors, printed information, packaging innovations,
consumer purchasing behavior, Jordan.

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1. Introduction
Packaging is one of the important properties of cosmetics that can have an impact on consumers
purchasing behavior by convincing them to purchase the product. Therefore, the packaging properties
of cosmetics can be played as a medium of communication between brands and customers
(Ashaduzzaman, & Mahbub, 2016). In addition, innovation in packaging is another important marketing
strategy to meet customer expectations as well as attract probable customers (Chukwu, & Enudu, 2018).
Consequently, it is important for the firm to gain an understanding of how packaging changes customer
buying behavior and perceptions as well as an important key contribution in predicting future customer
demand. More specifically, competition in this sector has forced the firm’s stakeholders to invest in more
attractive and colorful packaging to appeal to customers (Lifu, 2012). Thus, the package is very
important in helping the positioning strategy of the firm as it targets the customer market (Winnie, 2015).
In Jordan, packaging and advertising are enormous markets that continue to develop and grow. In
cosmetics products, several firms depend on packaging and advertising to attract purchasers (Al saed et
al., 2020). Unless customers have used the product before, packaging will be an important part of their
decision to buy the product (Ahmed et al., 2014). In addition, consumers form a view about a product
based on its overall appearance before looking at a component or price tag. Meanwhile consumers are
confronted with many several products every time they visit a grocery store. It is important that the
package stands out from other product ranges and is attractive enough to pose a choice (Bidyu, 2016).
The package should be persuading, combining all its elements to appeal to the needs of the user (Deliya

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,& Parmar, 2012). Finally, the cosmetics marketplace in Jordan, in recent years, has experienced a flow
in the number of products obtainable in the sector. From fragrances to skincare ranges, customers are
spoiled for choice every time they walk into a grocery store to get these items. Although leading global
brands such as Revlon, L’Oreal, Estée Lauder, Nivea, Avon, and Oriflame (Hussain et al,2015, Al saed
et al., 2020), have attendance in the country’s market, there is still fierce competition from local players
vying for a share of the market. (Al saed et al., 2020). Particularly, according to Al saed et al., (2020), it
has been found that packaging currently plays a role as a success factor. However, there are still many
gaps, and research is needed on this topic with a focus on other dimensions of marketing. Because
customers’ needs and wants are driven by numerous psychological factors, marketers and managers
should know how these factors can influence customer purchasing behavior through properties in
packaging (Al-Smadi, 2005. The objective of this study is to evaluate the properties of packaging that
impact the buying behavior
of consumers in Jordan. .
2. Significance of the Study
This study plays an important role in brand improvement, growth of sales and profits increase of the
firm. This study is also important because it will develop a body of knowledge in the industrial
environment that will enrich the academic world on the latest advances in the field of product packaging
and buying behavior process. In addition, this research also assists brand managers in brand
improvement and management. Finally, firms will benefit from this research by determining
consumer purchasing behavior towards products packaging and will use different tools and

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strategies to capture a large market share because after the findings of this research, they will
be able to know all the variables that attract consumer interest and buying behavior.
3. Research objective
The main purpose of this study is to evaluate the impacts of the elements of packaging that influences
the consumers purchasing behavior in the Jordanian product market, with particular reference to the
view product packaging model (materials, colors, printed information, and innovations). In addition,
the study aims to assess how Jordanian customers observe the packaging of cosmetic products in terms
of the key components of the show model.
4. Literature Review
The packaging itself plays a significant role in the marketing mix as it distinguishes the company’s
products from its competitors and is also a method to communicate with its customers. Furthermore,
cosmetic product companies today choose from a variety of packaging options such as (materials, colors,
printed information, and innovations). Irrespective of their approach, they all want to accomplish the
same purpose: an influential package that really stands out on retail shelves. Packaging today has really
become a vital component in product marketing strategies to differentiate a firm's products and address
competition (Mazhar et al., 2015). Finally, this section emphasizes the main components of product
packaging such as packaging materials, packaging colors, packaging printed information, and packaging
innovations.
4.1. Packaging materials

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It is also very significant to get the preferences of the target users. Furthermore, Al saed et al., (2020)
points out that a wide segment of the population Worldwide and in Jordan in particular dislikes products
that use a lot of waste for packaging directly due to environmental concerns by the quality of packaging
and is generally more likely to regard other purposes- factor oriented when buying a product. Though,
this factor often relies on preferences that change according to the categories of products, and budgets
of the purchaser available (Desai et al., 2019). In addition, Consumers' perceptions of a particular
ingredient can change the perception of the quality of a product (Behzad,2014). In the packaging
industry, several different materials are used. The best commons are paper, plastic, metal, and glass
(Javed, 2015). However, the present tendency in packaging is to combine more dissimilar materials with
the aim of achieving optimum quality and attractiveness of packaging (Kauppinen, 2014). Finally,
according to Ahmad and Kanwal (2021), regarding material selection, not only the protective function
is significant, but also the packaging material must also be reasonable, environmentally friendly. It
should also support the brand image or the product image
itself.
4.2. Color of cosmetic package
Most studies of marketing has demonstrated that package colors have the aptitude to evoke feelings,
emotional behaviors in dissimilar users (Tinne, 2016). A study performed by Behzad (2014), explored
the significance of color in the packaging of cosmetic products. However, the study of color is complex,
and is made difficult by a diversity of systems, which encompass aesthetic aspects psychotically,
physiologically, associatively, and symbolically (Raheem et al., 2014). Color has an incredible power to

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change emotions. Moreover, colors have the possibility of making deep and lasting effects and images
about a cosmetic package product. In cosmetic packaging, marketers use color to attract customers’
attention which in turn creates negative or positive feelings about a particular product/brand (Ian, 2021).
Pavlina, (2017) explored that package colors can communicate, reflect, and exhibit some important
features and intangible properties of the cosmetic product. So this means that color conveys a special
message about the brand that eventually creates a unique sales proposal (Sarah, 2013). Yet, it is
important to note that, in the packaging of cosmetic products, the color of the package frequently takes
on the color of the actual product
4.3. Label or printed Information
Labels or information on product packages are a significant constituent of an overall marketing mix and
can support advertising claims, improve brand identity, increase name recognition and develop shelf
space allocation (Charity, 2020). Furthermore, printed cosmetic packaging is an efficient method to
convey the look, quality, and other qualities of a product. Sometimes, the print design also helps create
product and brand personality (Arzu et al.,2015). In addition, it provides information on product name,
organization name, place, expiration date, date of manufacture, etc., (Chukwu, & Enudu, 2018). Not
only can, labeling on cosmetic packaging force customers to purchase a lot of quantities, but also labeling
is one of the main factors that can affect customers ’purchasing decisions (Lifu, 2012). At the point of
sale where the customer purchases a cosmetic product, labeling on packages plays an important role here
(Getie, 2017). The customer is in a hurry and he decides by looking at the label information on the
package. This will result in maintaining a sustainable and profitable long-term relationship between
customers and affect their purchasing behavior (Nada et al., 2021). Finally, when packaging a product,

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whether cosmetic or brand, the firm takes into account several factors. One of the most important ones
is the display of prints on the packaging (Khan, 2015).
4.4. Innovation
Innovation in packaging can enhance some extra values in the packaging as well as in products. Though,
Innovation should not affect the primary role of packaging, which is to protect the product and interest
and inform users (Nawaz et al., 2012). However, innovative packaging can really enhance the value of
a product if it meets customers’ needs such as: part control, recyclability, interference-proof, child-proof,
easiness to open, easiness to store, easiness to carry, and durablity (Adofo, 2014). The role of technology
has changed completely, and now, it is used in all fields (Rundh, 2016). The packaging industry is
currently using a variety of innovative techniques to deliver the better to a cosmetic product and make it
stand out (Desai et al., 2019). Maurice et al. (2014) explored that consumers are currently very interested
in the use of technology because the progress of eco-friendly campaigns are aware of the significance of
eco-friendly packaging. The study also found that people are very concerned about packaging products
that damage the environment in the manufacturing stage, processing stage, or production stage.
Consumers usually stop the product and switch to another product. Today, unique sales proposals are
not only limited to products, but they are also linked to product features and properties (Lo et al., 2013).
2.5. Cosmetic Packaging
After reviewing prior studies that have been performed, it is proven that cosmetic products are used
mainly for personal care and help develop a person’s external image (Maurice et al., 2014). This can
comprise makeup, skincare, fragrances, hair products, and more. Since this product is used as a method

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to confirm beauty, its packaging and show must represent this as well. Currently, products in the
cosmetics sector have become part of the daily routine of most people. However, during the worldwide
closure of Covid-19, Shopify, an e-commerce business platform has seen a certain increase in its
cosmetics stores (Nada et al., 2021). This is because this product is almost continuously useful whether
for a night out, a day of self-care at home, or for other important reasons. Meanwhile, these products are
often used because there is likely often a purchaser (Ian,2020). Finally, Grundey (2010) defines
cosmetics as ingredients or mixtures of ingredients, manufactured, sold, or represented for use in
cleaning, developing or changing skin, hair, or teeth including deodorants and other items.
2.6. Consumer behavior in Jordan context
The diverse cultures of Jordan play an important role for companies producing packaging that reflects
the needs and wants of all people. Increased consumer awareness and concern about product packaging
have been important factors for companies to highlight before producing new packaging. In Jordan,
Latiff, Rezai, Mohamed, & Ayob (2016), explored that packaging labeling is very influential in changing
consumer behavior in Jordan such as color, material, innovation, and labeling of cosmetic products.
However, the consumer decision-making process for buying also encourages competition in the quality
of cosmetics that is influenced by color or printed information (Zekiri, & Hasani, 2015). Finally,
marketers and manufacturers should have an in-depth view of the factors that affect Jordanian consumers
such as color and innovation, printed Information, and behaviors to access their buying decision process
as well as buying intentions when choosing their cosmetic product. In the context of the cosmetics

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industry, information on packaging is very useful in providing information about product quality and
thus builds consumer confidence and trust in the brand and product quality ( Ghosh, 2016).
2.8. Research Hypotheses
The following hypotheses have been improved and derived from the following literature reviews and
theories:
H1: There is a significant and positive effect of material Packaging on the consumer purchasing behavior
of Jordanian women
H2: There is a significant and positive effect of color Packaging on the consumer purchasing behavior
of Jordanian women
H3: There is a significant and positive effect of printed information Packaging on the consumer
purchasing behavior of Jordanian women
H4: There is a significant and positive effect of innovative Packaging on the consumer purchasing
behavior of Jordanian women
2.9. Research Framework
Based on the previous literature, a conceptual framework is a structure, which researchers believe may
be the best to describe the natural development of the phenomenon to be studied (Saunders et al., 2016).
In the figure below, product packaging such as (material, color, printed information, and innovation) is
an independent variable; consumer purchasing behavior is a dependent variable. Furthermore, the
relationship between the two variables is that product packaging determines consumer behavior either
positively or negatively. Finally, Figure 1 represents the conceptual framework.

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Figure 1. Research Model
3. Methodology
To achieve the objectives stated above, this study has used a quantitative research approach. Quantitative
methods are studies that contain the analysis of data and information that is descriptive and qualified
(Sekaran, & Bougie, 2013). Also, this study seeks to analyze the impact of product packaging on
consumers' behavior of buying cosmetic products in Amman City, Jordan. Furthermore, this part outlines
the overall methodology that will be carried out for the purpose of this research; research design, data
collection, sampling design, target population data analysis, and sample size that governs this study.
3.1. Research Design
The study design is designated as a framework or study plan used as a guide in data collection and
analysis. Furthermore, the research design applied in this study is descriptive. Hair et al., (2012) describe
Packaging
material
Packaging
color
Printed
Information
Packaging
innovation
Consumer Buying
Behavior

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descriptive research as a way that attempts to find answers to the questions of who, what, when, where,
and sometimes how. Meanwhile, this study aims to analyze the effect of product packaging on
consumers' behavior of buying cosmetic products in Amman City, Jordan. It is desirable to implement a
descriptive design to provide a better picture of consumer purchasing behavior and statistically explain
the justification for whether cosmetic manufacturers should increase spending on packaging technology
based on the results of this study.
3.2. Data collection and data analysis
A total of 400 qualified respondents were gathered and analyzed utilizing an online survey over a three-
week period in February 2022, because the questionnaire was designed only for female cosmetics users
in Amman City, Jordan who needed more time than usual online surveys take. Also, this gives a total
sample size for this study of 400 respondents which is an appropriate sample size for this specific topic
whose objective is to discover the understanding of the influence of product packaging on Consumers'
Behavior of Buying cosmetic products. The survey was the only quantitative way applied. As noted
above, this research used a mono-quantitative way. The questionnaire contains 25 questions and the
findings of the questionnaire help achieve the main goals and aims of the research which has revealed
and provided recommendations for cosmetics marketers to help develop consumers’ positive opinions
of their brand in the future. Finally, the questionnaire was completed by the consumers, so the items
were so far correct for the cosmetic packaging. It is based on a 5 -point Likert scale such as (strongly
agree, agree, neutral, disagree, and strongly disagree) which determined that the score rating was relevant
to positive items from 1 to 5 respectively.

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3.3. Sampling Technique
There are two main types of sampling methods: probability sampling and non -probability sampling. We
utilize a probability sampling method where we utilize convenience sampling. The reason for selecting
this method is that each individual uses cosmetic packaging and they all know its effect on purchasing
behavior so that we can know the findings on behalf of the available population sample. The sample was
taken from females in Amman City, Jordan. Finally, Saunders, and Lewis. (2012) recommended a ratio
of 10 cases to one item of a questionnaire for the aim of variables analysis. The predictable sample size
is at least 200 or more to meet the recommendation criteria. The sample size of this study was 400, which
met the suggested criteria.
4. Results and Discussion
As indicated in the prior section, this section of the paper analyzed the evaluation of packaging attributes
on consumer purchasing behavior on cosmetic packaging. Finally, the findings acquired from the survey
were analyzed through SPSS outputs.
4.1. Response Rate
Questionnaires were distributed to 400 females from Amman City. 370 questionnaires were filled out
and returned while 30 questionnaires were not returned. The total response rate was 92.5%. According
to Hair et al., (2006) a response rate of fifty percent is considered good while a response rate of seventy
percent and above is considered excellent. The research had a response rate of 92.5 % which was
considered excellent for the research.

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4.2. Descriptive Statistics
To analyze the findings of the study, the outcomes of descriptive analysis of all dependent and
independent factors are shown as follows
Table 1. Means and standard deviations
Component
N
Statistic
Minimum
Statistic
Maximum
Statistic
Sum
Statistic
Mean
Std.
Deviation
Packaging
Material
400
1.67
5.00
1463.00
3.657
.7731
Packaging
Color
400
1.00
5.00
1549.00
3.872
.8549
Packaging
Printed
Information
400
.67
5.00
1586.33
3.965
.9328
Packaging
Innovation
400
1.00
5.00
1674.67
4.186
.82777
Consumer
Purchasing
Behavior
400
3.00
5.00
1639.00
4.097
.51347
Based on the table above, the Minimum values, Maximum Values, Total, Mean, and standard deviation
values of all factors are given. The number of observations per factor is 3.9. All mean values indicate
the central tendency of each factor. Values of standard deviation, minimum and maximum, show the
dispersion of values from its mean. The mean value of consumer purchasing behavior is 4.097, where as
the minimum and maximum values are 3.657 to 4.186. This shows females in Jordan generally value all

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dimensions of cosmetic packaging, particularly packaging material, color, printed information, and
innovation by means of 3.657 and higher.
4.3. Scale Reliabilities
Sekaran, & Bougie, (2009) Suggested that reliability analysis assesses the properties of measurement
scales and the items that make them up. Furthermore, this method calculates a number of commonly
utilized scale reliability measures and also offers information about the relationship between individual
items in the scale. Besides, internal consistency reliability aims to have homogeneity of items consisting
of measurement scales. To verify the reliability of the study build, internal consistency analysis
(Cronbach’s alpha) and item-to-volume correlation were utilized to identify the internal consistency
reliability of the proposed build. Finally, the general scale consistency of the current and chosen
conditions is confirmed by Cronbach’s alpha, which should exceed an acceptable scale of 0.70 (hair et
al., 2006). In this research, Cronbach's alpha was utilized to measure item reliability. As shown below,
the calculated Cronbach alpha is between 0.702and 0.954, which is an excellent result (see Table 2).
Table 2. Reliability Analysis
Variables
Number of items
Alpha
packaging material
4
702
packaging color
5
.795

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printed information
6
.877
innovation
4
.954
consumer purchasing behavior
6
.732
4.4. Correlation Analysis
Given that the four specific study objectives stem from the purpose of the research, which is to
determine the role played by product packaging in the selection of user cosmetics brands, it is
fundamental to evaluate the relationship between the specific objectives. Finally, the table below
demonstrates the analysis taken from the collected data.
Table 3. Pearson Correlation for Independent Variables and Dependent variable
consumer
purchasing
behavior
packaging
material
packaging
color
printed
information
innovation
consumer
purchasing behavior
1
packaging material
.292 (**)
1
packaging color
. 443(**)
.500 (**)
1
printed information
.522(**)
.348(**)
. 154 (**)
1
innovation
.373(**)
.317(**)
.675(**)
.746(**)
1
** Correlation is significant at the 0.01 level (2-tailed

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The findings in table 4 demonstrate that there is a positive and significant relationship between all
packaging attributes and consumer purchasing behavior. All the four packaging attributes (packaging
material, packaging color, printed information and innovation) have strong positive correlation with the
dependent factors of consumer purchasing behavior and highly significant with p< 0.01 and Pearson
Correlation value of r = 0.292, r = 0.373, r = 0.443, and r = 0.522 for packaging material, packaging
color, printed information and innovation.
4.5. Multiple Regressions
Multiple regression analysis is a statistical technique that permits researchers to assess the relationship
between one dependent factor and many independent factors (Saunders et al., 2012). However, multiple
regression analysis are conducted to determine whether packaging materials, packaging colors, printed
information, and innovation are important determinants of what cosmetics consumers consider important
when making purchasing decisions on product packaging (Saunder et al.,2016, Mugenda, & Mugenda,
2003). The findings in table 4.1 reveal that packaging materials, packaging colors, printed information,
and innovations are only for R 0.803 of the variation in items considered important by cosmetic
consumers when making purchasing decisions on product packaging. Additionally, these findings reveal
that R Square .645 of the variation in items considered important by cosmetic consumers when making
purchasing decisions on product packaging is explained by other factors. In this research, multiple
regression analysis is used to assess how well the elements of packaging on consumers' purchasing
behavior (see Table 4.1).
Table: 4.1. Multiple Regression Model Summaries

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Model Summary
Model
R
R Square
Adjusted RSquare
Std.Error of the
estimate
1
.803
.645
.640
.30802
a. Predictors: (Constant), Packaging Material, Packaging Color, Packaging Printed information,
Packaging Innovation
b. Dependent variables: Consumer purchasing Behavior
Table 4.2. Multiple Regressions Coefficients
Model
Dependent variable: Purchase decisions
Independent variable
B
Beta
Sig
Packaging Material
. 277
.418
.000
Packaging Color
. 223
.370
.000
Packaging Printed
information
. 205
.373
.000
Packaging Innovation
. 177
.285
.000
Dependent variables: Consumer purchasing Behavior

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Multiple Regressions is performed to test the hypothesis and the findings are reflected utilizing four
tables of Anova and Coefficient. The Anova table demonstrates a sig. value of 0.000 for H1, 0.000 for
H2 0.000 for H3, and 0.000 for H4 which is less than 0.005; hence, the alternative hypothesis is
supported. Thus, the results from the sample units are gathered to demonstrate a correlation value of
0.277 between the packaging material on consumer purchasing behavior. The positive relationship
between the packaging material and consumer purchasing behavior is supported by the finding of Adam,
and Ali, (2014); Mazhar, and, Mulin (2015), although the findings in this research show the relationship
is towards power and evidence of value has a good positive relationship between the packaging material
and consumer purchasing behavior. Thus, the findings of the gathered sample units, demonstrate a
correlation value of 0.223 between packaging Color on consumer purchasing behavior. There is a
positive relationship between the packaging Color and consumer purchasing behavior supported by the
study of Ravi et al., (2019); Pallav, (2016), although the relationship is towards a strong side and value
proof have a strong positive relationship. Therefore, the findings from the gathered sample units,
demonstrate the correlation value of 0.205 between the packaging printed information towards the
consumer purchasing behavior. There is a positive relationship between the packaging printed
information and consumer purchasing behavior supported by the study of Ahmad, and Kanwal, (2021).
Lastly, the findings from the gathered sample unit, demonstrate the correlation value of 0. 177 between
the packaging innovation towards the consumer purchasing behavior. There is a positive relationship
between the packaging quality and consumer purchasing behavior, and it is supported by Lifu, (2012).
5. Discussion & Conclusions:

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The aim of this research is to measure the influence of cosmetic packaging on the purchasing behavior
of Jordanian female consumers. It adopted the four well-known dimensions of cosmetic packaging such
as packaging material, color, printed information, innovation, and consumer purchasing behavior. The
findings demonstrate that the respondents have highly valued the cosmetic package items, where all
dimensional means are very close to 3.8, indicating that these items have met each dimension very well.
In addition to that, the four dimensions of cosmetic packaging has contributed much toward arousing
each of the females' purchasing behavior. This means that the more companies pay attention to the
cosmetic packaging element such as packaging material, color, printed information, innovation and try
to improve it, the more consumers and sales increase. These results conform to the results given by
Maurice et al (2014) who showed that cosmetic packaging elements had the highest impact on the
consumers purchasing behavior. Finally, the findings of this study on cosmetic packaging have
demonstrated that it really plays an important role in developing and promoting a product and selling it.
As noted earlier, female consumers tend to get up the largest percentage of sales of cosmetic products
such as makeup, skincare, fragrances, and tools. This research emphasizes females and identifies how
females are influenced by the design of a particular package. The results suggest that most female
consumers consider the design and appearance of cosmetic packaging to be so important that they will
purchase products with aesthetically attractive packaging as opposed to products with more basic
packaging. Cosmetic packaging elements form an important marketing communication tool to females,
as females appreciate the elements comprised in the package to different degrees. Package colors help
females distinguish between different Cosmetic brands and manufacturing firms. It helps attract the
attention and interest of females. Therefore, the colors and other packaging elements make them provide

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more attractive products that are different from other products. Females value Printed Product
Information because they can acquire information about the product, its origin, its content, and its use,
etc. The printed information helps the firm promote the product to the market. From the empirical
evidence, packaging information is an important part that can support a company's marketing
communication strategy and reflect the brand image and identity. From the empirical findings, it is
concluded that innovative packaging is important during the purchasing process, as it shows the value
of the product. The findings of this study indicate the importance of cosmetic packaging elements to the
purchasing behavior of female consumers in Jordan. Moreover, the findings of sub hypothesis H01
indicate that at least four elements of packaging have a significant effect in evoking each dimension of
consumer purchasing behavior. Such fact is very significant to focus on marketers and make them
conscious of the elements that they need to improve and update in cosmetic packaging to promote the
sales of their products. The results achieved have found that the packaging elements are so significant
during the buying process that they simplify the decision-making process. These findings agree with
several prior results of other studies such as Adam, and Ali (2014), Ahmed, et al (2014). Therefore, it is
important for marketing managers to focus on packaging standards and implement strategies that the
factors and dimensions of product packaging have considered significant for marketing. It is
recommended to perform similar research on the effect of cosmetic packaging on the purchasing
behavior of male consumers and consider more factors. The inclusion of more factors such as moderating
and mediating factors will provide more observations in future research
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