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„Applying sustainability principles in the economy" Ukio Technologinis ir Ekonominis Vystymas, 14(2), p. 101-106

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.

The purpose of this article is to analyze marketing actions, which should and should not be taken by companies during economic downturn. Today consumers are more price sensitive and less brand loyal than ever before. Economic crises brought hard times into various markets; consumers buy according to special offers and do not notice brands' advantages and their message to them. Main market players have started price wars, which weakens brands and their positions in the market. Different markets require different marketing actions to achieve goals, although price wars are not a solution during economic downturn, especially for well-known and established brands. Marketing strategy, branding and appropriate actions, should be strong, but reach every consumer, especially those with reduced amount of revenue. This paper analyses factors which influence brands' growth. It also tries to understand, what drives consumers to buy appropriate brand. What could be done today, when brands face challenging times (great examples, how companies faced price wars). Also analyses strong brands performance during hard times (in our case, Kellogg's).

The paper analyses the role of work in human wellbeing, life satisfaction and happiness. The main problem is to relate the situation on Lithuanian labour market with individual wellbeing, life satisfaction and sense of happiness. Money does not buy happiness-this we know from many studies and from our personal experience. But what is the relationship between economics and happiness? This question is under many studies conducted by foreign psychologists and sociologists. The view that income does not have impact on life satisfaction is shared by an increasing number of economists who have analysed the relationship between income and measures of subjective well-being. They conclude that the positive effects of extra income on our quality of life are surprisingly small. Most of conducted research conclude that well-being tends to be more strongly affected by personality factors, personal relationships and social participation than by economic factors. Also, and not surprisingly, the negative side of these factors-personality problems, marital problems, job problems (including unemployment) and self-assessed health-tend to affect ill-being. The article aims to analyze the latest studies analyzing the role of work on life satisfaction and happiness and to reveal the importance of work relations, motivation and even the procedures for labor selection for happiness and life satisfaction of Lithuanian people. The analysis of unemployment as the main driver of human unhappiness is disclosed in the article.