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Aesthetic Typography of Packaging Design and Purchase Intention: A Study of Women Shoppers of Beauty Products in Oman Under ‘View’ Model

Author

Listed:
  • Zaheer Ahmed Khan
  • Hyder Kamran
  • Ermal Bino
  • Mudassar Mahmood

Abstract

The visibility, information, emotional appeal and practicability (VIEW) model describes the major dimensions of the package to influence the intention to purchase. The main objective of the research study was to analyse the effect of the elements of the VIEW model to purchase under the moderating effect of familiarity with the brand. Using convenience sampling, primary data were collected by a self-administered questionnaire of 252 female consumers in Oman. The results of the statistical analysis indicated that three elements of the VIEW model (i.e., visibility, emotional appeal and workability) significantly affected the purchase intention, and printed information did not influence purchase intention. The moderating effect of brand familiarity on the relationship between the elements of the VIEW model and the intended purchase was not significant. Overall, the results of the study support the theory that packaging and aesthetics have an exceptional role in promoting consumer purchasing intentions. The results of the research study highlight the key aspects of cosmetics marketing in Oman and guide marketers on the effects of VIEW’s psychological impact. Consequently, the findings of this research study will inform future research studies to explore the phenomenon under the influence of other variables.

Suggested Citation

  • Zaheer Ahmed Khan & Hyder Kamran & Ermal Bino & Mudassar Mahmood, 2025. "Aesthetic Typography of Packaging Design and Purchase Intention: A Study of Women Shoppers of Beauty Products in Oman Under ‘View’ Model," FIIB Business Review, , vol. 14(3), pages 337-347, May.
    • Handle: RePEc:sae:fbbsrw:v:14:y:2025:i:3:p:337-347
    DOI: 10.1177/23197145211032762
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    References listed on IDEAS

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    1. Rahul Dhiman & Pawan Kumar Chand & Sahil Gupta, 2018. "Behavioural Aspects Influencing Decision to Purchase Apparels amongst Young Indian Consumers," FIIB Business Review, , vol. 7(3), pages 188-200, September.
    2. Jan HRON & Tomas MACAK, 2015. "Mixture design for food packaging in a modified atmosphere," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 61(9), pages 393-399.
    3. Namrata Sandhu, 2018. "Impact of Gender Cues in Advertisements on Perceived Gender Identity Meanings of the Advertised Product," FIIB Business Review, , vol. 7(4), pages 293-303, December.
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