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.

This study intends to understand the effect that the proposed China-Pakistan Economic Corridor or CPEC project will have on the Supply Chain Management of SMEs in Pakistan when it finally gets completed. It has been decided that as research methodology, both primary and secondary data shall be taken into consideration. Therefore, interview of selected group of respondents from SCM that are established across the CPEC belt region in Pakistan has been considered.  Since this is necessarily a qualitative research, thematic analysis format shall be used for interpreting the collected data and predicting the results.

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