Embalagens como influenciadoras no processo de compra de shampoo

Abstract

The aim of this study was to investigate and analyze how characteritics of packaging shampoo can influence on decision of purchasing the product. Results allowed to understand how package, based on existing concepts in the areas of consumer behavior, merchandising and semiotics influence costumer purchase decision. It was observed that characteristics of the packaging as shape, color, fonts, pictures, drawings and words influence the process of purchasing, depending on the message prepared and transmitted on package.