GOH CHOO LENG

ABSTRACT

The impetus for conducting this study is to find out what constitutes a good packaging in the perfume industry. This is to evaluate the packaging of the perfume through the VIEW model. VIEW model by Shimp (1997) is used as the theoretical framework and foundation of the literature review in conducing this research. The VIEW model or known as visibility, information, emotional appeal and workability have been used to evaluate the packaging of the perfume in two perfume companies, i.e. Ralph Lauren and Tommy Hilfiger. Primary data were collected through questionnaire and interview. From the analysis of data collected, the researcher found that consumer first of smell the scents; later look at the design and shape cues of the container, follow by brand name; information. Workability; and colors of the perfume packaging. As these factors need to be taken into serious consideration in order to constitutes a good perfume packaging thath can attract, affect emotion and influence buying decisions to enable perfume companies to remain competitive in the perfume industry. The researcher has recommended that perfumer companies should introduce perfume with scent that suits the mood and able to connect to the five sense of the consumers.

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Bachelor of Arts (Hons) In Marketing

April 1999

Number 4