ABSTRACT

The study investigated the effect of packaging on consumer preference for noodles in Umuahia. The objectives of the study are; to examine the effect of packaging name on consumer preference for noodles, to examine the effect of packaging size on consumer preference for noodles and to examine the effect of packaging colour on consumer preference for noodles. To achieve the objectives of the study, correlational research design was adopted. The researcher adopted primary data in getting the required information. Out of 399 questionnaires issued to the respondents, 270 representing 67% were carefully filled and returned. In testing the hypothesis, Ordinary Least Square Regression Techniques was used. The major findings reviewed that Packaging name has a significant effect on consumer preference for noodles. The findings further reviewed that packaging size has a significant effect on consumer preference for noodles. The findings also reviewed that packaging colour has a significant effect on consumer preference for noodles. The researcher also recommends that marketing and business should be pay the proper attention toward the good packaging. The researcher recommends that marketers of an industry should not consider the packaging as the solely factor for the success of any product, therefore, they should also take up other important factors of the marketing while they are launching new products or revitalize old products.

TABLE OF CONTENTS

Title Page 

Title Page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of Contents vi

List of Tables ix

Abstract x

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study 1

1.2 Statement of   the Problem 2

1.3 Objectives of the Study 3

1.4 Research Questions 3

1.5 Research Hypotheses 3

1.6 Significance of the Study 4

1.7 Scope of the Study 4

CHAPTER TWO

2.0 REVIEW OF RELATED LITERATURE 5

2.1 Conceptual framework 5

2.1.1 Design of Packaging: 9

2.1.2 Colour and Innovation of Packaging: 9

2.1.3 Information specified on Packaging: 10

2.1.4 Purchase Intention 10

2.1.5 Element of packaging 12

2.1.6 The Role of Packaging on Consumer Behaviour 14

2.1.7 Impact of Packaging on Consumers’ Purchase Intention 13

2.1.8 Packaging as a tool for preference 17

2.1.9 Protection of products and consumer 18

2.1.10 Promotion of Products 19

2.1.11 Packaging and perceived quality 20

2.1.12 Packaging and brand preference 20

2.1.13 Perceived value 21

2.1.14 The relationship between perceived quality, perceived value and 

brand preference 21

2.1.15 Facilitation of storage, use, and convenience of products 22

2.2 Effect of Packaging Name on consumer preference 23

2.3. Effect of Packaging Colour on Consumer Preference 24

2.4. Effect of Packaging Shape on  Consumer Preference 27

2.5 Theoretical framework 28

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design 30

3.2 Area of the Study 30

3.3 Source of Data and Method of Collection 30

3.4 Population of the Study 31

3.5 Sampling Procedure and Sample Size 31

3.6 Validity of the Instrument 32

3.7 Reliability of the Instrument 32

3.8. Method of Data Analysis 32

3.9 Model Specification 32

CHAPTER FOUR

DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS

4.1 Data presentation 34

4.2 Test of Hypotheses 40

4.3 Discussion of Findings 44

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Findings 46

5.2 Conclusion 46

5.3 Recommendations 47

References 48

Appendix