ABSTRACT
The study examine the effect of packaging on consumer buying behaviour. The specific objectives of the study will include to; to determine the effect of background image on consumer attitude for PZ product, to determine the effects of packaging colour on consumer purchase intention for PZ product, to ascertain the effect of font style on consumer preference for PZ product, to examine the influence of wrapping design on consumer perception for PZ product. The research design adopted was descriptive research design and it shows in detailed the plan how the researcher intend to carry out the study according to the research question and hypotheses stated in chapter one in other to achieve the research objectives. The population of the study comprised of staff and customers of PZ cussons Nigeria plc in Aba Abia State. The study adopted correlation coefficient to analyze the stated hypotheses. The empirical result shows that background image and Consumer attitude– are positively correlated (r= 0.578, p = 0.000154). There is moderate relation between these two variables, consumer purchase intention and Packaging Colour are positively correlated (r= 0.539, p = 0.000145). There is moderate relation between these two variables, which is significant. Customers prefer the products with better packaging colour and always show positive purchase intentions, consumer preference and Font style are positively correlated (r= 0.429, p = 0.000145). This shows that Consumers have high preference for products with good and readable font styles and consumer Preference and Wrapping Design, which is positively correlated (r= 0.556, p = 0.000149). This shows that a quality wrapping design can go a long way to enhance consumer preference for a product. It was recommended that background image should be handled properly so as to attract positive consumer attitudes towards our marketing offerings It is highly recommended to the marketing and business units that they should pay proper attention for good packaging. If they accept or introduce the poor packaging then it could be one of the causes of product failure in the market. It is necessary to set the packaging standard and to implement strategy accordingly for better protection and promotion of a product.
Keywords: Packaging and consumer buying behaviour
TABLE OF CONTENT
Title Page i
Dedication ii
Acknowledgement iii
Declaration iv
Certification v
Table of Content vi
List of Tables vii
Abstract viii
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study 1
1.2 Statement of the Problem 2
1.3 Objectives of the Study 4
1.4 Research Questions 4
1.5 Research Hypotheses 5
1.6 Significance of the Study 6
1.7 Scope of the study 6
CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.1 Operational Conceptual Framework 7
2.1.1 Concept of Packaging 8
2.1.2. Effect of Name on Consumer Buying Behaviour 11
2.1.3. Effect of Colour on Consumer Buying Behaviour 12
2.1.4. Effect of Background Image on Consumer Buying Behaviour 14
2.1.5. Effect of font style on Consumer Buying Behaviour: 15
2.1.6. Effect of Colour and Innovation of Packaging: 15
2.1.7 Effect of design of wrapper on consumer buying behavior 15
2.1.8. Information specified on Packaging 16
2.1.9 Effect of Printed Information on Consumer Buying Behaviour 16
2.1.10 Effect of Innovation on Consumer Buying Behaviour 17
2.1.11 Purchase Intention 17
2.1.12The General Element of Packaging 19
2.1.13The Role of Packaging on Consumer Behaviour 20
2.1.14 Impact of Packaging on Consumers’ Purchase Intention 21
2.1.14 Packaging as a tool for Consumer Buying Behaviour 22
2.1.15 Protection of Products and Consumer 24
2.1.16 Promotion of Products 25
2.1.17 Packaging and Perceived Quality 25
2.1.18. Packaging and Brand Preference 26
2.1.19. Perceived Value 26
2.1.20. The Relationship between Perceived Quality, Perceived Value and Brand Preference27
2.1.21. Facilitation of Storage, Use, and Convenience of Products 28
2.2 Theoretical Framework
2.2.1 Reason Advance Theory 29
2.2.2 The Generic Theory of Buying Behaviour 30
2.2.3 Theory of Planned Behaviour by Ajzen (1991) 30
2.3 Empirical Review 31
2.4 Summary of Related literature 34
2.5 Gap of the Literature 35
CHAPTER THREE: METHODOLOGY
3.1 Research Design 36
3.2 Area of the Study 36
3.3 Population of the Study 37
3.4 Sampling Size Determination 37
3.5 Sampling Techniques 38
3.6 Scoring of Instruments 38
3.7 Validity and Reliability of Instrument 38
3.8 Method of Data Analysis 38
3.9. Model Specification 38
CHAPTER FOUR: RESULTS AND DISCUSSIONS
4.1Data Collection and Collation 39
4.2 Summary of Demographic Characteristics 40
4.2 Analysis of Research Questions 40
4.3 Descriptive Analysis 43
4.4 Pearson Correlation 44
CHAPTER 5: SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary of Findings 48
5.2 Conclusion 49
references
-- (2021). Effect Of Quality Control Management On Organizational Effectiveness (A Study Of 7up Bottling Company Aba Abia State).. Repository.mouau.edu.ng: Retrieved Dec 25, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-quality-control-management-on-organizational-effectiveness-a-study-of-7up-bottling-company-aba-abia-state-7-2
--. "Effect Of Quality Control Management On Organizational Effectiveness (A Study Of 7up Bottling Company Aba Abia State)." Repository.mouau.edu.ng. Repository.mouau.edu.ng, 03 Jun. 2021, https://repository.mouau.edu.ng/work/view/effect-of-quality-control-management-on-organizational-effectiveness-a-study-of-7up-bottling-company-aba-abia-state-7-2. Accessed 25 Dec. 2024.
--. "Effect Of Quality Control Management On Organizational Effectiveness (A Study Of 7up Bottling Company Aba Abia State).". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 03 Jun. 2021. Web. 25 Dec. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-quality-control-management-on-organizational-effectiveness-a-study-of-7up-bottling-company-aba-abia-state-7-2 >.
--. "Effect Of Quality Control Management On Organizational Effectiveness (A Study Of 7up Bottling Company Aba Abia State)." Repository.mouau.edu.ng (2021). Accessed 25 Dec. 2024. https://repository.mouau.edu.ng/work/view/effect-of-quality-control-management-on-organizational-effectiveness-a-study-of-7up-bottling-company-aba-abia-state-7-2