THE IMPACT OF PACKAGING ON CONSUMER BEHAVIOUR (A CASE STUDY OF AVON CUSTEMETIC)
ABSTRACT
This topic of this research work the influence of packaging on the consumer buying decision for consumers products in Imo State was carried out to investigate the influence of packaging on the purpose of this study the question-experimental research design was adapted to study the firm of confectionary goods, manufacturers.
The primary data was collected from the respondents using the questionnaire. After a critical analysis of the data collected, the hypothesis was tested using analysis of variance (ANOVA) with the help of statistical product and service solution. (SPSS) packaging and the following findings were realized there is a relationship between product packaging and the consumer buying decision of confectionary products moderating factors do not regulate the relationship between firms, based on these findings, the following were recommended, packaging should be look upon as a cost tool or a production problem.
Again, confectionary manufacturers shall liaise with user of their product package so as to enable them know when there is need for
TABLE OF CONTENT
Title page – – – – – – – – – i
Approval page – – – – – – – – ii
Dedication – – – – – – – – iii
Acknowledgement – – – – – – – iv
Abstract – – – – – – – – – v
Table of content – – – – – – – vi
CHAPTER ONE
- Introduction – – – – – – -1
1.1. Background of the study: – – – – -1-4
1.2. Statement of problem: – — – -4-5
1.3. Objectives of the study: – – – – -6
- Research questions: – – – – – -7
1.5. Significance of the study: – – – – -8
1.6. Scope of the study:- – – – – -8
1.7. Limitation of the study: – – – -9
- Definition of terms: – – – – – -9-11
CHAPTER TWO
- Literature Review: – – – – – -12
2.1. Introduction: – – – – – – -12-14
- The concept of products: – – – – -14-18
- Basic characteristics of product:
2.2.2 The role of a product:
2.3. The concept of marketing: — – – -18-22
2.4. Importance of packaging as a marketing tool: -22-29
2.5. Basic packaging functions: – – -30-32
- The promotional function packaging could be used to give production favourable:
2.5.2. The protective function:
2.6. The product requirement: – – – -33-38
- The distributors requirement:
2.6.2. Consumer requirements:
2.6.3. The legal requirement:
2.7. Problems of packaging: – – – – -38-39
2.8. Criticism of packaging: – – – – -39-41
2.9. Consumer buying decision: – – – -41-42
2.10. situational/environmental factors: – -42-46
CHAPTER THREE
3.0. Research methodology: – – – – -47
3.1. Introduction: – – – – – – -47-48
3.2. Research design: – – – – – -48-50
3.3. Sources/methods of data collection: – -50
3.4. Population and sample size: – – – -51
3.5. Sampling technique: – – – – -52
3.6.Validation and reliability of measuring instrument:52-53
3.7. Method of data analysis: – – – – -54-56
CHAPTER FOUR
4.0. Presentation and analysis of data: – – -57
4.1. Introduction: – – – – – – -57-58
4.2. Presentation of data – – – – – -59-60
4.3. Analysis of data: – – – – – -61-107
CHAPTER FIVE
5.0. Summary, conclusion & recommendation -108
5.1. Introduction: – – – – – – -108
5.2. Summary of findings: – – – – -109
5.3. Conclusion: – – – – – – -109-110
5.4. Recommendation: – – – – – -111
References – – – – – – -112-113
Appendix – – – – – – – -114
Questionnaires – – – – – – -115-121
CHAPTER ONE
- INTRODUCTION
Historically, management has considered packaging significantly only for the purpose of containing the product and had assigned the sole responsibility of packaging to the production department.
However, modern marketing managers regard packaging as a supplementary promotional tool for their product. It has been shown that in self service store, it is packaging that does selling, no wonder it is often regarded as the silent salesman.
1.1. BACKGROUND OF THE STUDY:
Packaging involves enclosing mechanize in a consumer for marketing display, sanitation, convenience in handling and use of safety and preservation.
Since 1979, when folding cartons was discovered, the packaging industry has grown steadily with period of rapid expansion occurring intermittently. The major revolution merchandising era when mass production teaching were inaugurated and individual sealed packaging replace bulk merchandize.
The most commonly used packaging materials include corks, asbestos, rubbers, plastics papers and several types of strong materials, such as lead glass, packaging has gone all the way back to the down of industry when primitive societies carry barriers centuries packaging primary roles was to hold, protect and transport goods from manufacturers to the users of industry goods.
A package therefore keeps a product intact and available to the final consumers in its original states, protecting the quality of the product from physical damage where the traditional purposes.
Kotler, (1984) defined packaging as the activities of designing and producing the containers for a product. He added that the containers is called the packaging and it might include there levels the primary (that contains the conduit) the secondary (that covers the primary containers) and the territory (that protect the entire product designing haulage). The type and levels of packaging adopted depends on the types of product market. Promotion on the other hand represents all those activities embarked upon the company to communicate its product merits and to persuade target customers to buy them.
Arowomole and Adeyemi (2004) defined packaging as the general group of activities in product planning that involves designing and producing the container or wrapper for a product. Packaging provides two major services for both consumers and produces that is it services as a product measure for the product and also promotional device. Some packages such as coke bottles are world famous.
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THE IMPACT OF PACKAGING ON CONSUMER BEHAVIOUR (A CASE STUDY OF AVON CUSTEMETIC)