ABSTRACT
The project examines the effect of packaging on consumer buying behaviour with reference to Unilever Company. The study main objective is to know the impact of product packaging on consumer buying decision and also to know whether consumer rely on product packaging in necessary information concerning the use of the product. The primary source of data collection was used in gathering data from respondents. A structure questionnaire was designed by the researcher and validity by two experts from the statistics department was used to obtain data Chi-Square (X2) was used to test hypotheses formulated. It was discovered that package can attract with simple readable message about the product. The study concludes that cost of production has been as problem in production but, packaging without a quality, proper pricing, appropriate advertising and sound marketing plan is of little value. And recommends amongst others that they should be locked at as profit building of sales innovation rather than a cost cutting tool. In this sense, producer of omo should manage it and improve on their package design and package materials for the products.
TABLE OF CONTENTS
Abstract
CHAPTER ONE
1.0 Introduction
1.1 Background of Study
1.2 Statement of Problems
1.3 Research Objectives
1.4 Research Question
1.5 Research Hypothesis
1.6 Scope of Study
1.7 Significance of study
1.8 Limitation of study
1.9 Definition of terms
CHAPTER TWO
2.0 Literature Review
CHAPTER THREE
3.0 Research methodology
3.1 Research Design
3.2 Population of study
3.3 Sampling Design and Procedure
3.4 Data Collection Instrument
3.5 Administration of Data Collection Instrument
3.6 Methods of data analysis
CHAPTER FOUR
4.0 Data Presentation and Analysis
4.1 Data Presentation
4.2 Test of Hypothesis
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendation
5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
Questionnaire