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INFLUENCE OF PRODUCT PACKAGING ON
CONSUMER BUYING PREFRENCE (A CASE STUDY OF ABA METROPLIS)
ABSTRACT
The
topic of this research work the Influence of Product Packaging on Consumer
Buying Preference in Aba Metropolis, Abia State. This study was carried out to
investigate the influence 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 product packaging and the consumer buying
preference of a products. Moderating factors to regulate the relationship
between packaging and consumer buying preferences 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
Title Page
Approval Page
Dedication
Abstract
Table of Content
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 preference 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 preference of organizations
.it is as a result that this study is concerned with investigating how and the
extent product packaging has changed consumers preferences.
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
preference 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 preference.
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 preference 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 do 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 preference of products.
The following hypothesis
where formulated for the study:
Hypothesis one:
H1 : The influence of packaging on products
in Aba Metropolis responsible for the
consumers buying preference.
H0 : The influence packaging on products in
Aba Metropolis is not responsible for the
consumer buying preference.
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 preference 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
preference 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
influence.
1.6
SCOPE OF THE STUDY
The topic of this
research is the influence product packaging on consumer buying preference 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 Influence:
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.
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