Konsumencka ocena innowacyjnych opakowań kosmetycznych
Consumer Assessment of Innovative Packages of Cosmetics

Summary/Abstract: The enterprises’ struggle for growth of their competitive position affects innovativeness of their market offer which, over time, becomes one of the basic challenges for firms of the cosmetic branch. Competing through innovations, combined with meeting consumers’ needs and increasing the value added for them, significantly affects consumers’ quality of life. In her article, the author presented findings of surveys on consumers’ attitudes and behaviours towards packaging innovations in the cosmetic branch. The analysis of the state of consumers’ knowledge and attitudes revealed that consumers making purchasing decisions mostly pay attention to construction, technological and marketing innovations. On the other hand, they pay less attention to material innovations being introduced into packages of cosmetic products. Practical implications: the author presented the impact of consumer attitudes and behaviours on the scope of packaging innovations in cosmetic products being introduced into the market.

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