ABSTRACT
The topic of this research work the
effect of packaging on consumer buying choice on selected consumer goods In Aba
Metropolis, Abia State. This study was carried out to investigate the effect of
product packaging, on the purpose of this the question experimental research
design was adopted to study consumers towards various product packaging. The
primary data was collected from the respondents using the questionnaire. After
a critical analysis of the data collected, the hypothesis, were tested using
analysis with the aid of statistical product and service solution (SPSS)
packaging and the following hypothesis were realized there is a relationship
between packaging and the consumer buying choice of a products. Moderating
factors to regulate the relationship between packaging and consumer buying
choice of business firm based on these findings, the following were recommended
product packaging should be look upon as a cost tool or a production problem.
Again product should be lease with user of their product package so as to
enable them know when there is need for improvement.
TABLE OF CONTENTS
CHAPTER
ONE
INTRODUCTION
1.1
Background of the Study
1.2
Statement of Problem
1.3
Objective of the Study
1.4
Research Question/Hypothesis
1.5
Significance of the Study
1.6
Scope of the Study
1.7
Operational Functions of Terms
CHAPTER
TWO
LITERATURE
REVIEW
2.1 Introduction
2.2 The Concept of Product
2.2.1 Basic Characteristics of Product
2.2.2 The Role of a Product
2.3 The Concept of Product Packaging as a
Marketing Tools
2.4 Importance of Product Packaging as a
Marketing Tool
2.5 The Promotion Product Packaging Function
2.5.1 The Promotion Function Power Packaging could
be use to give Production favourable
2.5.2 The
Protective Function
2.6 Product Requirement
2.6.1 The Distributors Requirement
2.6.2 Consumer Requirement
2.6.3 The Legal Requirements
2.7 Problem of Product Packaging
2.8 Criticisms of product Packaging
2.9 Performance Measures
CHAPTER
THREE
3.1 Research Methodology
3.2 Population of the Study
3.4 Sample Size Technology
3.5 Research Instrument
3.6 System of Data Analysis
3.7 Method of Ensuring Validiaty
3.8 Research Design
3.9 Data Collection Method
CHAPTER
FOUR
4.1 Data Presentation and Analysis
4.2 Questionnaire Administration
CHAPTER
FIVE
5.1 Summary, Conclusion and recommendation
5.2 Conclusion
5.3 Recommendation
References
Appendix
Questionnaire
CHAPTER ONE
INTRODUCITON
1.1
BACKGROUND OF THE STUDY
Historically,
management has considered product packaging only for the purpose of
ascertaining the product and had assigned the role responsibility of the
packaging to the production department. However modern marketing managers
regard packaging as a supplementary promotional tool for their product. It has
been shown that in self service store, it is packaging on product that does the
selling. No wonder it is often regarded as the silent salesman.
Product
packaging involves enclosing mechanism in a container for marketing display,
sanitation convenience in handling and use of safety and preservation. Since
1978 when folding cartons was discovered the packaging industry has grown
expansively with period of rapid expansion occurring intermittently. The major resolution
mechanizing era when mass production teaching were inaugurated and individual
sealed product packaging replace bulk merchandise.
The most
commonly used product packaging material includes corks, asbestos, rubbers,
plastics, papers and several types of strong materials such as lead glass, packaging has gone all the way back to the down of history when primitive societies carry barriers continues packaging primary
roles was to hold, protect and transport goods from manufactures to the users
of individual goods. Packaging products therefore keeps a product intact and
available to the final consumers in its original states. It protect the quality
of the product from physical damage where the traditional purposes.
Kohler (1984:72)
defined product packaging as the activities of designing and producing the
containers for a product. He added that the container is called packaging and
it mighty include there levels the primary that contains the outhits (the
secondary that covers the primary container and the tertiary that protect the
entire product during haulage). The type and levels of product packaging
adopted depends on the types of product market promotion on
the other hand represents all those
activities embarked upon the company to communicate its products merits
and to persuade target customers to buy them.
Arowomole and
Adeyemi (2004:148) product packaging as the general group of activities in product planning that
involved designing and producing the container or wrapper for a product.
Packaging provide two major services for
both consumers and producers that is it
services as a product measure for the
product and also promotional device some product packaged such as coke bottles
and world famous. Materials use to protect goods also on opportunity to present
the brand and Logo.
Product
packaging has recently been in importance. At times it becomes very difficult
to determine whether greater emphasis should be put on the protective functions
of packaging then its promotion functions. Formally, most firms saw product
packaging as only container for the physical product without realizing the
other marketing importance of the product especially its
importance towards the promotion of the product due to the increase importance
which is presently attached to promotional functions of to be regarded as any person jobs. The job of packaging now
rest on the hands of quality product managers or specialist trained in that
particular filed or marketing in most organizations. The ever increasing
customers demands on organizations for more tolerant package has pushed marketing
managers to develop packing with
more acceptable material shapes and forms. Poor packaging kills a
product and can also dissatisfaction among channel intermediaries.
1.2
STATEMENT OF PROBLEM
Despite
the fact that numerous studies in the past have contributed to the theoretical
and practical knowledge on packaging demonstrated that products packaging play
sufficient role in marketing of goods and services from all sectors of
productive economy, yet quite a number of small and huge scale manufacturers
have shown less concern to packaging their product effectively confectionaries
especially the small one have been found wanting in the area.
The
ability to incorporate into product packaging choice the right choice of
material, colour, shape, design, style, size and promotional information has
been a major challenge facing marketing managers in the small and medium scale
ventures. Also inadequate budget devoted to product packaging that effects
effective packaging choice of organizations
.it is as a result that this study is concerned with investigating how and the
extent product packaging has changed consumers choices.
1.3
OBJECTIVE OF THE STUDY
The
purpose of carrying out this study is to ascertain the effect of products
packaging of materials, design, shape, style, colour and promotional
information on consumer buying choice for product in Aba metropolis, Abia
State.
The study also has the
following specific objectives:
i.
To find out whether the choice of
packaging materials affect consumer patronage of products.
ii.
To understand how the promotional
information/label contribute to consumer choice of products.
iii.
To determine the role of packaging
feather (colour, shape, design, style,
size and weight) affect the consumer buying choice.
iv.
To know whether the cost structure of
packaging is justified by the marketing growth of products.
v.
To investigate whether moderating
faction a government policies technology competition affect the consumer buying
choice of products.
1.4
RESEARCH QUESTION /HYPOTHESIS
Below are the research
questions which the work is set to tackle.
i.
Does choice of packaging materials
affect consumer for purchasing of products.
ii.
What roles do the packaging features
(colour, design, shape, style, size and weight) play in the consumer for goods?
iii.
How does promotional messages contributes
to the consumption of products?
iv.
Does the cost structure of packaging
correspond with the expected marketing growth of products?
v.
Do the moderating factor (government policies, technology)
competition affect the relationship between packaging and the consumer buying choice of products.
The
following hypothesis where formulated for the study:
Hypothesis one:
H1 : The
effect of packaging on products in Aba Metropolis responsible for the consumers buying choice.
H0 : The
effect packaging on products in Aba Metropolis is not responsible for the consumer buying choice.
Hypothesis Two:
H2 : Consumers
are influence by products packaging
H0 : Consumers
are not influence by products packaging.
1.5
SIGNIFICANCE OF THE STUDY
It
has been proven that effective packaging choice of firms enhance the market
ability of their product, this work is relevant in the sense that it well
enlighten manufacturers on the measure
to be adopted to sustain the effect of product packaging has on consumer
buying choice process and in building a loyal customers. This study will also
be of academic value since the contents could be used as a basis for other
studies on product packaging. The findings of the intended is expected to
contribute to the body of existing knowledge in the area of product packaging
and its effect.
1.6
SCOPE OF THE STUDY
The topic of
this research is the effect product packaging on consumer buying choice in Aba
metropolis, Abia State which is with is the researchers case study.
The finding were
obtained through the use of questionnaire defined alternative responses and
oral interviews. The researcher was involved using Azikiwe Road, Ngwa Road,
Ogbo hill, Clifford Road, Park Road also Osisioma Ariara Market Area.
The
present study was aimed to investigate the product packaging as it affects many
manufactures of Aba metropolis in Abia State. It will outline the various roles
of product packaging play in selling off
product.
Again
in carrying out this research, the researcher was confronted with a number of
problems and limitation owning to financial and time constraint, the researcher
was unable to travel to other parts of the country for effective data
collection hence the research for effective data collection was carried out in
Aba Metropolis. Respondents were equally reluctant to respond to the
questionnaires inspite of the fact that assurance was given by the researcher
that every information gathered would be held in strict confidence finally some
respondents didn’t have the requisite knowledge or are unwilling to disclose
the facts where they are available.
1.7
OPERATIONAL DEFINITIONS OF TERMS
(a) SELF SERVICE STORE: These are specialize
outlets which he have stock
displayed on shelf for customer easy
access.
(i)
Product: This is anything that can be
offer to a market for attention, consumption and must satisfy consumer need.
(ii)
Silent Salesman: This refers to the
ability of a product packaging to include an exchange process.
(b)BINDING
PREFERNCE: This is the ability to quickly check and confidently on which
product that will be preferable to buy, how to buy, where to buy it and when to
buy it.
(i)
Packaging : This is the power to produce and affects, specially on character beliefs
or actions.
(c) BRAND
MARK: This refers to the aspect of a
product that has a legal right and protects the production from limitations.
(d)VARIOUS
PRODUCTS :These are those product made by various companies:
(i)Magic Wooden Toys Product:It is a company that made most of the toys from
beech wood, it is carefully selected and processed very free from any chemical.
The wood is coloured and polished through a special technology through company
method which has been developed and improved over many years. It is a
traditional manufacturer of wooden toys and decorations.
(ii)
Jam Bottle Product: It an Aba made
product manufactured in china, the company product had mainly the ampulla, wine
bottle, perfume bottle, pickle bottle, can bottle, drink bottle etc. The company product packaging with height mass
high standard, preferential price, enthusiastic service, your presence is
welcomed.
(iii)
Beverages Company: Cheesecake Factory, American Beverages
Association, Nigerian Breweries etc.
(iv)
PZ Cussons Products: These are the
product made by Pz e.g. bathing soap, Powder for babies etc. that is well for
babies.
(E) LOYAL
CUSTOMERS: These are group of people who believe that a company’s products
are the best. As such they develop confidence in buying the firms product.
(F)MANUFACTURERS: A company or person who
makes or produces goods on large scale with the help of machines.