| dc.description.abstract | Consumers rely on signals, both extrinsic and intrinsic attributes, to solve their asymmetric
information problem regarding product quality. They form perceptions of various products
through their comprehension of the visual stimuli on packaging that attract their attention. These
perceptions directly affect their purchasing decision at the point of purchase, which emphasizes
the importance of attention-capturing packaging attributes. Marketers often measure consumer
brand perceptions and ignore the pack. Packaging helps to drive the way consumers experience a
product. Yet, we spend little time researching the connections between packaging and labeling
and the direct experience of the product.
The purpose of the study is to determine hair care products’ packages and labels attributes that
appeal to the consumers and to determine hair care product packages and labels attributes that
consumers associate with quality. The researcher employed descriptive research design. The
target population composed of hairdressers and the clients in the salons from Kasarani Division.
A representative sample of 60 hair dressers and 60 salon customers was selected for this study.
The data was collected using a questionnaire. Quantitative data collected was analyzed by the
use of descriptive statistics. Content analysis was used to analyze the data that is qualitative in
nature or aspect of the data collected from the open ended questions.
From the findings the study concludes those attributes of hair care packaging appeal to the
customer and communicate quality of hair care products to them include pack design, material
and people/personalities, size, texts, leakage/ dirt, color, images, shape and structure. The study
that pictures on packages are emphasized to attract attention, particularly when consumers are
not very familiar with the brands and novel package appearances have a positive impact on
quality perception. Finally, it concludes that the label attributes that are very important when
shopping for hair care products and communication of quality include icons and symbols, font
size and patterns, usage instructions, country of origin and information. The study recommends
that the hair care products manufacturers should give more emphasis on the product or package
appearance and also on colors which are the most important visual sign to attract consumers´
attention as it is the first sign that the consumers notices on a package. The study recommends
that the manufacturers should be keen on what they include in the label. | en |
