ABSTRACT

In nowadays competitive environment, the role of packaging has changed due to increasing self-service and changing consumers’ lifestyle. Packaging has become an ultimate selling proposition; stimulating impulsive buying behavior, increasing market share and reducing promotional costs. Package attracts consumer’s attention to particular brand, enhances its image, and influences consumer’s perceptions about the product. This study depicts the effects of Packaging on the Buying behaviour of Instant Noodle Consumer’s in Anambra State, Nigeria. The precise objectives of the study include determining the effect of product color on consumer buying behaviour, to determine the effect of product label on consumer buying behaviour, to determine the effect of packaging quality on consumer buying behaviour, to determine the effect of product portability on consumer buying behaviour. Pearson correlation coefficient was used to test the hypothesis. Multiple regression analysis was used to determine the effect of packaging elements of colour, quality material, label and product portability on consumer buying decision. A well structured questionnaire was used to collect primary data. The outcome of multiple linear regression analysis indicates almost all the factors significantly influences buying decision. From the multiple regression analysis, the value of R2 (Coefficient of multiple determination) is .944. Expressed as a percentage, it means that the model (the totality of the effect of all the predictors) account for .944 percent of the variance in the endogenous variable ‘Factors affecting buying decision’. In other words, the extent to which all the predicting variables can contribute to the explanation of the factors affecting buying decision is 94.4%; this simply portrays that 94.4% variance accounted for the model was significant at 0.01 level of significance; and thus, the model has a sound explanatory power and can be used for forecasting purposes. Based on the results of the analysis, it is therefore recommended that before a given package of Instant Noodles product is design or improved, consumers’ survey should be carried out so that the newly improved package will meet their expectations.

Keywords. Packaging, consumer behaviour and buying decision.

TABLE OF CONTENTS

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of contents vi

List of Tables viii

Abstract ix

CHAPTER ONE

1.0 Introduction 1

1.1 Background to the study 1

1.2 Statement of problems 2

1.3 Objectives of the study 3

1.4 Research questions 3

1.5 Research hypothesis 4

1.6 Significance of the study 4

1.7 Scope of the study 5

1.8 Limitation of study 5

1.9 Definition of terms 5

CHAPTER TWO

2.0 Review of related literature      7

2.1 Conceptual framework 7

2.2 Role of packaging on consumer behavior 13

2.3 Stages involve in consumer buying process 15

2.4 Packaging elements 16

2.5 Functions of packaging 18

2.6 Types of packaging 22

2.7 Theoretical Framework 22

2.7.1   Theory of reasoned action (TRA) 22

 2.7.2 Theory of planned behaviour (TPB) 23

2.8 Empirical framework 24

CHAPTER THREE

3.0 RESEARCH METHODOLOGY 28

3.1 Research design 28

3.2 Area of the study 28

3.3 Source of data 28

3.4 Population of the study 29

3.5 Sample size determination 29

3.6 Research instrument 29

3.7 Validity of research instrument 30

3.8 Reliability of research instrument 30

3.9 Method of data analysis 30

3.10 Model specification 30

 CHAPTER FOUR

4.0 RESULT AND DISCUSSION 32

4.1 Effect of product colour on consumer buying behaviour 32

4.2 Effect of product label on consumer buying behaviour 34

4.3 Effect of packaging quality on consumer buying behaviour 35

4.4 Effect of product portability on consumer buying behaviour 36

4.5 Factors affecting consumer buying behaviour 37  

CHAPTER FIVE

5.0 Summary, conclusion and policy recommendation 40

5.1 Summary 40

5.2 Conclusion 41

5.3 Recommendations 44

References 45