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 t 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.
ONYEMAUWA, E (2021). Effects Of Packaging On The Buying Behaviour Of Instant Noodle Consumers' In Anambra State, Nigeria. Repository.mouau.edu.ng: Retrieved Dec 24, 2024, from https://repository.mouau.edu.ng/work/view/effects-of-packaging-on-the-buying-behaviour-of-instant-noodle-consumers-in-anambra-state-nigeria-7-2
EBERECHUKWU, ONYEMAUWA. "Effects Of Packaging On The Buying Behaviour Of Instant Noodle Consumers' In Anambra State, Nigeria" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 16 Sep. 2021, https://repository.mouau.edu.ng/work/view/effects-of-packaging-on-the-buying-behaviour-of-instant-noodle-consumers-in-anambra-state-nigeria-7-2. Accessed 24 Dec. 2024.
EBERECHUKWU, ONYEMAUWA. "Effects Of Packaging On The Buying Behaviour Of Instant Noodle Consumers' In Anambra State, Nigeria". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 16 Sep. 2021. Web. 24 Dec. 2024. < https://repository.mouau.edu.ng/work/view/effects-of-packaging-on-the-buying-behaviour-of-instant-noodle-consumers-in-anambra-state-nigeria-7-2 >.
EBERECHUKWU, ONYEMAUWA. "Effects Of Packaging On The Buying Behaviour Of Instant Noodle Consumers' In Anambra State, Nigeria" Repository.mouau.edu.ng (2021). Accessed 24 Dec. 2024. https://repository.mouau.edu.ng/work/view/effects-of-packaging-on-the-buying-behaviour-of-instant-noodle-consumers-in-anambra-state-nigeria-7-2