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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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