PROXIMATE AND SENSORY QUALITIES OF COOKIES PRODUCED WITH SOYBEANS, BREADFRUIT AND WHEAT FLOUR (COMPOSITE)
ABSTRACT
This topic of this research work the influence of packaging on the consumer buying decisions for consumer products in Imo state was cancel out to investigate the influence of packaging on the purpose of this study the question-experimental research design was adopted 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 were tested using analysis of variance (ANOVA0 with the aid 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 regulate the relationship between packaging and consumer buying decisions of business firm, based on these findings, the following were recommended, packaging should be look upon as a cost tool or a production problem.
Again confectionary manufacturers should liase with user of their product package so as to enable them know when there is need for improvement.
CHAPTER ONE
1.0 INTRODUCTION
1.1 OVERVIEW OF THE STUDY
Customer patronage has been a major area of concern to markets and researchers in the recent years. This is because consumers are the most delicate and yet complex beings on earth. Thus, it is difficult if not impossible to understand and determine their buying motives. Psychologists tell us that motives are hidden and decision motives are only known to such individual.
Ukoha (2009) and Nzewure(2010) elaborating on this, observed that it is very difficult to understand what makes a consumer buy one product or patronize a shop and avoid the other, even though they are similar. Studies in consumer behavior show that the behavioral pattern of an individual or a consumer is a result of so many factors. These internal and external stimuli have a direct impact on consumer behavior (Chidi 2008), and therefore responsible for the difference/variation in consumers attitude towards social and economic needs.
Marketer’s task is to understand what happens in the consumers consciousness between arrival of external stimuli and the ultimate purchase decisions (Kotler and Keller, 2005). A good understanding of consumer behaviour and what variables (internal and external) affect his/her decision would enable the marketer to develop sound marketing programs that best matches the siocio-psychological predispositions of the consumer. This will not only assist the consumer in his/her decision process, but also allows retail outlets to better satisfy the customers needs and wants profitably and to create the desired shopping experience for the consumer.
Marketing researcher recognizing the effect consumer shopping orientation have identified retail store image as an important facilitating factor which could easily influence consumers’ decisions to patronize certain store. Schreiber as cited in Karki (2000), listed out five (s) criteria to be considered when studing a consumer shopping orientation:
price consciouness
Quality consciousness
Originality unusual decision
Planed decision and
Non- conformist decisions.
Previous studies also, identified that buyer’s demographic profile (level of education, occupation, income, and lifestyle) also have effects on retail store patronage (Karki, 2000).
The decision to patronize a store usually starts with a set of characteristics that consumers consider important. Consumers use these attributes to determine which store, can cater to their needs. Studies in the past have attempted to identify determinants of store choice In relation to attributes such as price, quality, variety or assortment of merchandise, credit availability, return policies and well known brands. French et al (1979) noted that the choice of store in terms of price, product aspect (quality and assortment, convenience of shopping, location and parking and payment, possibility credit, cash discounts) may also influence buying decision.
According to Engel, Blackwell and Miniard (1995) environmental dimension such as air quality, lighting, layout, carpeting (flooring) aisle width (shelf spacing), and placement, are project store image and influence store choice.
Stanton (1994) identified the following as store patronage determinants: convenience of location, price charges, caliber of sales personnel, (courteousness, friendly, helpful), Advertising (information, appealing and believable), physical characteristics (cleanliness, checkout services decoration and friends perception of the store) well known liked. McCarthy (1997) closely replicating Stantons views, listed convenience, variety of selection, quality of goods ( freshness, taste, purity, craftsmanship e.t.c courtesy of sales personnel, integrity (fairness indealing, service offered (credit, delivery, Installation, repair, product advice etc) and value offered. Sirgy et al (2000) called store factors, personal characteristics. The following attributes, colour, lightening, interior decoration, music and scent also represent store attributes (Turley and Milliman, 2000).
Chidi (2008) summarized the factors that affect customer patronage of retailed outlets as: convenient, store location, quality of merchandize, customer service, price competitiveness, product value, neatness, organization, integrity, friendliness and politeness of sales personnel. These store image attributes are very essential to the survival of retail institutions. And that why corstjen et al (1998) pointed out that no shopper could object to investment in personnel, systems, technology, number of Checkouts (pos), range of products, stock quality property cleanliness and wide aisles. The retail environment provides many consumers use to form impressions about the store. Those cues are controllable cues which are directly related to marketing mix variables (4ps), however, there are many other untrollable cues such as shoppers personal characteristics (Sirgy,et al,2000) focused on a narrower range of the marketing mix variables, more over they were done in marketing environments not identical of Nigeria business environment. The marketing according Bassi (2011) refers to the synergistic blend of the basic decision or strategic areas of marketing. McCarthy (1971) named four product, price, place and promotion while Booms and Bitner (1981) added three personnel, physical evidence and process to the lot, thereby making them seven strategies variables. McCarthy further observed that developing a marketing mix must be an integral part of selecting a target market that is, all the elements of a marketing strategy must be set simultaneously. He added that the marketing manager does not work in a vacuum. He must consider much more than the fours ps and choosing target markets,
Hence he identified the following as constituents of the marketing environment:
Cultural and social environment
Political and legal environment
Economic environment
Existing business structure
Resources and objectives of the firm
Pride and Ferrel (1989) noted that the marketing environment consists of the external forces that directly or indirectly influence an organization acquisition of inputs and generation of outputs. They added that the marketing environment consists of six categories of forces: political, legal regulatory, societal, economic and competitive and technological.
Armstrong and Kotler (2005) elaborating on this observed that a company marketing environment consist of the actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationship with target customers. Further more, distinguished two dimensions of the marketing environment: micro environment (consist of actors such as: the company suppliers, marketing intermediaries, customers markets, competition and publics.). macro environment (consist of the larger societal forces such as: demographic, economic, natural, technology, political and cultural forces.)
1.2 STATEMENT OF THE PROBLEM
Despite the fact that past studies have pointed out that the customer is the most delicate as well the most complex being ever created, and determine what factors motivate him/her to patronize one retail outfit over the other is almost impossible. Marketers in number of organization in Nigeria have persistently ignored customers perception in developing marketing strategies and this has resulted to a huge number of complaints about service inefficiency in a number of firm specifically and specifically in fast food industry. Although, so many types of customers and shopping habits exist (economic, apathetic, personalizing, and ethical shoppers) without considering the primary factors that motivate them towards an outlets and developing sound marketing strategies in that line, it will be impossible for such retail outfit to achieve its goals. Retailers in the fast food industry are found wanting in this area. Factors such as product quality, merchandize assortment, price competitiveness, price discount, store convenience/location, parking space, points of sales ads, price-off, friendliness, courteousness, cleanliness, organization, responsiveness, reliability, credit, delivery, which are component of the 7ps pf marketing be considered very importantly if retailer must successfully achieve their objectives. It is for this reason that the study was conducted to investigate how store image affect customer patronage of food institutions in Owerri Imo State.
1.3 PURPOSE OF THE STUDY
The primary purpose of the study is to investigate how store image affect customer patronage of retail institutions in Imo State. Also, the study will determine the following specific objectives.
How product (quality standardization grading, product variety/assortment, quantity discount) affects the objectives of retail stores.
Whether price (discount, competitiveness) contribute to retail performance.
The relevance of place (location convenience, parking space, clear environment, security) in attaining retail objectives.
The relevance of promotion (informative, appealing, credible, believable) promotion (bonus, price-off, contest) in attaining retail objectives.
To determine how friendliness, polite courteous, helpful, integrity/discipline and empathetic of sales personnel enhances customer patronage.
To know the effect of store physical evidence (cleanliness, organization, ventilation, lighting and decoration) on customer patronage
How process (coordinated, responsive, accurate, reliable, and consistent) contribute to customer patronage.
To know how moderating factors (demographic variable e.g age, sex, status, income, occupation, lifestyle) affect customer patronage.
1.4 RESEARCH QUESTION
To what extent is product (purity, freshness, taste, craftsmanship, variety) affect customer patronage.
How has price (competitiveness, discount) contributed to customer patronage?
What is the effect of place (location convenience, parking space, security) on consumer patronage?
What is the role of promotion (bonus, price-off, and contest) on customer patronage?
How does personnel (friendly, polite, courteous, integrity) influence customer patronage
How does physical evidence (cleanliness, organization, ventilation) of store contributed to customer patronage.
How attention pay to process (coordinated, speed, accurate, reliable) affect customer patronage.
To what extent is moderating factor (demographic variable e.g age sex income, status, occupation, lifestyle) influence customer patronage.
1.5 HYPOTHESIS FORMULATION
A critical analysis and review of the problem associated with the image on consumer patronage has given rise to the formulation of the following hypotheses.
Ho1: There is no significant relationship between store image and customer patronage of retail outlets
Ho2: Moderating factors do not mediate in the relationship between sore image and customer patronage.
1.6 SIGNIFICANCE OF THE STUDY
The level of image a retail store has influences the amount of businesses that takes place in it. It also indicates what the traffic level looks like and what customer/outlet preference will look like. The research work is of important to the sales personnel as it enables them understand why customer patronizes a particular store than another. The business would at large also gains from the work because it reveals to them the patronage motives of consumers. The retail outlets gain from this work also because it will help them develop strategies with which to use to combat competitors on their rivals and again attract high store traffic.
Moreover, the marketing students and other school of business will benefit from this research project as it will help to form secondary material or data to research on the above topic. Notwithstanding, the research also stands to gain as it will no doubt broaden the researchers knowledge on what influence the retail store image on consumer patronage. It also help to put the researcher theoretical knowledge in practice.
1.7 SCOPE AND LIMITATION OF THE STUDY
The study centered on influence of stores image on consumer patronage of fast food outlets in Owerri. As such the study will extensively examine concept of store image as it affect fast food firms in Owerri.
This research work cannot be adjudged comprehensively because of some militating factors that stand as constraints in the cause of the research work.
These includes
Sampling error: e.g High rate of unreturned questionnaire-This is a serious constraint in that delayed the research work.
Financial constraint: This is a serious constraint, as researcher would not afford the money to carryout this research work comprehensively.
Time: There was no enough time to carry out this research work comprehensively
Secrecy: In most cases respondents don’t disclosing some of their market trends and other relevant information concerning their business opportunities. And as such trends to restrict or limit their reply below certain areas of interest
1.8 OPERATIONAL DEFINITION OF TERMS
Patronage Buying Motives: Is the reasons a consumer chooses to shop at a certain store
Retailing: This includes all the activities involved in selling goods or services directly to final consumer for personnel, non business use
Store Image: This is said to be way in which store is positioned or defined in the shoppers mind.
Consumer Patronage Motive: This is the needs and desires that direct such consumer towards purchasing goods and services in a particular place of store.
Buying Decision: This selecting a source from which to make purchase.
Perception: This is the process by which an individual selects, organizes and interprets information input to create a meaningful picture of the world.
Consumer Motivation: This is the driving force within individual that impel them to action.
Consumer Behavior: Refers to all the activities or acts engaged by the consumer in the process of satisfying his needs and wants. It is whatever the consumer does overtly (visibly or outside the mind) or covertly (in the mind) in the process of satisfying his needs and wants.
Brand Personality: This is the specific mix of human traits that may be attributed to a particular brand.
Personality: The various aspects of a person`s character that combine to make them different from other people.
PROXIMATE AND SENSORY QUALITIES OF COOKIES PRODUCED WITH SOYBEANS, BREADFRUIT AND WHEAT FLOUR (COMPOSITE)