Keeping it P: Packaging, Price, Promotion, Personalization, and Product

Understanding how price and perceived value influence product usage across different categories within multicultural hair care is essential. This study will explore the entire pricing spectrum to uncover how consumers navigate choices along the “price piano.” Beyond pricing, packaging also plays a significant role in purchase decisions. Which packaging formats most strongly impact buying behavior, and how do consumer preferences differ across styles and forms?

Finally, as with many industries, artificial intelligence has introduced new dimensions to personalization and consumer engagement. Today’s shoppers are increasingly drawn to brands that offer customized experiences—whether through personalized product recommendations, interactive education, or opportunities to create products tailored to their unique hair needs.