THE EFFECT OF BRANDING AND PACKAGING OF SRI LANKAN COSMETIC PRODUCTS ON THE BUYING DECISION OF PUBLIC SECTOR WOMEN CUSTOMERS IN BATICALOA

Abstract

This study investigates the effects of branding and packaging on the buying decisions of public sector women customers in Batticaloa regarding Sri Lankan cosmetic products. The research aims to identify the significance of branding and packaging, their individual and collective impacts, and the relationships between these variables. A sample of 379 participants was selected using the snowball sampling technique, and data were gathered through structured questionnaires. The analysis was conducted using SPSS version 25.0. The findings reveal that branding and packaging significantly influence the purchasing decisions of public sector women customers. Both branding and packaging, individually, have a positive and significant effect on buying decisions, with a stronger effect observed when these factors are combined. The simple regression analysis confirms the substantial impact of these elements, while the multiple regression analysis demonstrates that their combined influence is greater than their individual effects. This suggests a need for cosmetic companies to strategically integrate branding and packaging to maximize their influence on customer decisions. Despite its contributions, the study has several limitations. The study is limited by its small sample size, geographic focus, and concentration on only two variables branding and packaging while excluding other important factors such as price, product quality, and customer service. The reliance on self-reported data also introduces potential response bias. Future research should expand the sample size and scope to improve generalizability, include additional factors such as digital branding and sustainability, and explore cross cultural differences in customer buying behavior. This will provide deeper insights into branding and packaging influences across various contexts.