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