A STUDY ON IMPACT OF PACKAGING ON CONSUMER BUYING BEHAVIOR TOWARDS COSMETICS IN COIMBATORE CITY

Packaging is not just a protective layer for a product; it is a powerful marketing tool that shapes consumer perceptions and influences purchasing decisions. In the cosmetics industry, packaging plays a crucial role in establishing brand identity, product appeal, and consumer trust. Modern consumers, especially in urban markets like Coimbatore, are highly influenced by visual aesthetics and product presentation. This study aims to analyze how different packaging strategies impact consumer buying behavior in Coimbatore's cosmetic market. By understanding the key drivers of consumer preference, brands can enhance their packaging strategies to attract and retain a loyal customer base.