Dainora Grundey

Kaunas Faculty of Humanities

Vilnius University

Muitines g. 8, LT 42280 Kaunas

Lithuania

Functionality of Product Packaging: Surveying Consumers’ Attitude Towards Selected Cosmetic Brands

ABSTRACT. The paper reviews the functions of product packaging and applies the theoretical findings to the empirical research, focusing on secondary and primary data of packaging of cosmetic products. A survey was performed in Kaunas City, Lithuania, to determine the consumers’ opinion on four selected cosmetic brands: two brands from Lithuania and two of foreign origin, namely a) Optima Linija and BIOK; b) The Body Shop and L’Occitane. The chosen cosmetic brands are presented as separate mini case studies with a diagnostic comparison at the end. Further on, these brands were evaluated by respondents in Kaunas City (Lithuania), concerning their packaging and characteristics of its functionality.

Received: January, 2010

1st Revision: March, 2010

Accepted: April, 2010

JEL Classification: M31, P2

Keywords: products, brands (Optima Linija, BIOK, The Body Shop, L’Occitane), packaging, functionality, Lithuania.