The Mediating Effect of Individual Characteristics and Culture on Packaging and Consumer Purchase Decision. Evidence from Consumers of Cosmetics, Ghana

Abstract

While it has been established that packaging influence purchase decision, the mediating effect of individual characteristics and culture on this relationship is uncertain. This study examines the mediating effect of individual characteristics and culture on packaging and consumer purchase decision for cosmetic products in Kumasi, Ghana. The study was quantitative and survey questionnaire was the main research instrument. A sample of 876 consumers was randomly selected while Structural Equation Model-Partial Least Square (SEM-PLS) was the statistical tool employed for the analysis. The result of the study indicated that both individual characteristics and culture play a significant mediating role in the packaging and consumer purchase decision relationship. The study concludes that for both local and multinationals brands to generate the desired positive response from the target customers, culture and individual characteristics of the people should be recognised and incorporated into their packaging designs accordingly. It is recommended that organisations in Ghana and multinationals as well, should factor gender, age, and education status of consumers as well as the religion, language, and colours of dominating political parties into their packaging campaigns if they are to stimulate consumers toward a purchase decision. The academic and managerial implications of these findings are discussed.

Keywords: Packaging, Culture, Individual characteristics, SEM-PLS, Consumer Purchase Decision, Ghana.