The Effects of perfume packaging on African Female Consumers’ purchase decisions in Zimbabwe

Author

Murehwa, Varaidzo P.

Title

The Effects of perfume packaging on African Female Consumers’ purchase decisions in Zimbabwe

Abstract

This study focused on the effects of perfume packaging on the purchase decisions of African Female consumers in Zimbabwe, particularly evaluating the impact of visual packaging elements such as colour, shape, size, and pictures and graphics. The objectives were to investigate the impact of packaging colour on consumer purchasing decisions, to determine the influence of packaging shape on consumer purchasing decisions, to explore the influence of packaging size on consumer buying decisions, and to determine the impact of packaging pictures and graphics on consumer purchasing decisions. A descriptive research design grounded in a positivist philosophy was adopted. The sample comprised 384 female salespersons from formal and informal beauty shops in Harare Central Business District, selected using quota sampling combined with simple random sampling techniques. Data was collected via structured questionnaires and analyzed using SPSS, including factor analysis, reliability testing, and multiple regression analysis. Findings revealed that all four packaging elements have a statistically significant effect on consumer purchasing decisions, with pictures and graphics having the strongest influence, followed by size, colour, and shape. The multiple regression model shows that all the hypotheses H1to H4 were positive.

Date

June 2025

Publisher

BUSE

Keywords

Packaging Colour

Packaging Shape

Packaging Size

Pictures and Graphics

Consumer Purchasing Decision

Supervisor

Mr. Chirimubwe