IMPACT OF PACKAGING ON PRODUCT PATRONAGE IN CONSUMER GOODS MARKET (A STUDY OF MALTINA MARKETED BY NIGERIA BREWERIES PLC, ABA DEPOT)

ABSTRACT

This research work was carried out as a result of researcher’s desire to research the impact of packaging on product patronage in consumer goods market. The work examined two populations namely staff and consumers. Two hypothesis were formulated and questionnaire drawn and distributed for the two population. The result of the findings was analyzed using tables and percentages. The hypothesis was later tested and based on the result. The recommendation is that the company should improve in the method of conducting their packaging strategies program me so as to reduce dissatisfaction experienced by some of her consumers. And the following conclusion drew. The benefits offered by packaging strategy are increased revenue, market share and building bran. Consumers on their own part enjoy the packaging strategy due to the incentives it gives

TABLE OF CONTENT

Title page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Table of Content ﾿ vi

List of Tables ﾿ x

Abstract ﾿ xii

CHAPTER ONE

INTRODUCTION

1.1 Background of the study ﾿ 1

1.2 Statement of the Problem ﾿ 4

1.3 Objective of the Study ﾿ 4

1.4 Research Questions ﾿ 5

1.5 Research Hypotheses ﾿ 6

1.6 Significance of the Study ﾿ 6

1.7 Scope of the Study ﾿ 7

1.8 Limitations of the Study ﾿ 7

1.9 Definition of Terms ﾿ 8

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.0 Introduction ﾿ 9

2.1 Overview of Product Packaging ﾿ 9

2.2 ﾿ Functions of Packaging: ﾿ 12

2.3 Factors Responsible for the Use of Packaging as a Marketing Tool ﾿ 13

2.4 Packaging Strategies and Policy: ﾿ 14

2.5 Packaging Design Decision: ﾿ 17

2.6 ﾿ Impact of Packaging on Maltina Drink Market ﾿ 18

2.7 ﾿ Summary of Literature Review ﾿ 20

CHAPTER THREE

RESEARCH METHODOLOGY

3.0 ﾿ Introduction ﾿ 21

3.1 ﾿ Research Design ﾿ 22

3.2 ﾿ Sources of data: ﾿ 22

3.3 ﾿ Population of the Study ﾿ 23

3.4 ﾿ Sample size Determination: ﾿ 23

3.4.1 ﾿ Sample Size for Consumer: ﾿ 23

3.4.2  Sample of Staff Members ﾿ 25

3.5   Research Instruments Used ﾿ 26

3.6  Validation of Instrument ﾿ 27

3.7     Method of Data Analysis      ﾿ 27

CHAPTER FOUR

4.0 RESULT AND DISCUSSION ﾿ 29

4.1 Data presentation. ﾿ 29

4.1.1: Analysis of Data Distribution. ﾿ 34

4.2 Test of Hypothesis ﾿ 39

CHAPTER FIVE

SUMMARY OF FINDING, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Findings ﾿ 44

5.1 Conclusion ﾿ 44

5.3 Recommendation ﾿ 45

References ﾿ 47

Appendix A ﾿ 49