ABSTRACT

This research work examined the packaging influence on consumer purchase of automobile oil brands in Aba Metropolis. Data were collected from both primary and secondary sources and were analyzed using chi-square method. The finding shows that poor packaging leads to inadequate sells of automobile oil brand in Onitsha Metropolis. It was also discovered that proper packaging of automobile oil brand enhance profitability and sales increment. Therefore, it recommends that marketing and business unit should pay proper attention towards good packaging and they should also take up other important factors of marketing while they are launching new products or old products. In conclusion, this exercise concludes that packaging is an important factor to the consumer buying decision. 

TABLE OF CONTENTS

Title page   i

Declaration                                                                                                    ii

Certification              iii

Dedication   iv

Acknowledgement   v

Table of Contents   vi

List of Tables     x

Abstract   xi

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF STUDY   1

1.2 STATEMENT OF THE PROBLEM   2

1.3 OBJECTIVES OF THE STUDY   3

1.4 RESEARCH QUESTIONS         4

1.5    RESEARCH HYPOTHESES                          4

1.6       SIGNIFICANCE OF THE STUDY               5

1.7       SCOPE OF THE STUDY                                     6

1.8 DEFINITION OF TERMS        6

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 OVERVIEW OF PACKAGING    8

2.2 PACKAGING TECHNOLOGY    10

2.3 INFORMATIONAL ELEMENTS PRODUCTS INFORMATION    11 

2.4 PACKAGING SIZE AND SHAPE                           14

2.5 VISUAL ELEMENTS GRAPHICS AND COLOR    15

2.6 PACKAGING FUNCTIONS AND ELEMENTS     17

2.7 PACKAGING AT THE POINT OF SALE 21

2.8 PACKAGING AND MARKET PLACE 23

2.9 OVERVIEW OF PACKAGING 24

2.10 OVERVIEW OF PRODUCT 28

2.11 IMPORTANCE OF PACKAGING 31

2.12 ROLE OF PACKAGING 32

2.13 WHAT IS PACKAGING? 33

2.13.1 OBJECTIVES OF PACKAGING 33

2.14 FUNCTIONS OF PACKAGING 34

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN 36

3.2 AREA OF THE STUDY 36

3.3 SOURCE OF DATA AND METHOD OF DATA 36

COLLECTION 36

3.4 POPULATION OF STUDY 37

3.5 SAMPLE AND SAMPLING TECHNIQUES 37

3.6 SAMPLING METHOD 37

3.7 INSTRUMENT OF DATA COLLECTION 39

3.8 DATA ANALYSIS 39

3.9 VALIDITY OF THE RESEARCH INSTRUMENT 40

3.10 RELIABILTY OF THE RESEARCH INSTRUMENT 40

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 DATA PRESENTATION 41

4.2 TEST OF HYPOTHESIS: 48

CHAPTER FIVE

SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION

5.1 SUMMARY OF FINDINGS 58

5.2: RECOMMENDATIONS 59

5.3: CONCLUSIONS 59

REFERENCES                    

APPENDIX I             

APPENDIX II