ABSTRACT
This study investigated the effect of product packaging on consumer patronage, studying toothpaste users in Abia State. Its objectives were to ascertain the degree, to which package colour, package label, package instructions and package materials affect patronage of various toothpaste brand as well as rank these variables. A survey research design was adopted for this study. primary and secondary data were used. The primary data constituted a questionnaire, which was administered to 400 respondents (sample size) as against a population of 359, 230. The secondary data encompassed the use of newspapers, journals, internet, textbooks etc. Using the non-probability sampling technique 400 respondents were selected. Simple regression analysis and test retest were used to test the hypotheses that were generated for the study at 0.05 level of significance. The findings show that more females used toothpastes than male. Also, packaging instruction was ranked first and rated at 3.94 (very high), followed by packaged material rated 3.91 (very high) then package colour and label each rated at 3.58 (high), using the relative mean score of the 5 points Likert Scale. The study also revealed that there is a significant relationship between package label, package colour, package material, package instruction and consumer patronage. The researcher adduced that packaging attracts consumers patronage especially for new products. Hence, manufacturers must pay attention to product package so that the products can sell itself even on a shelf. Therefore, attention must to be paid to package instructions (warranty, customer care line, nutritional composition, expiry date). Since most consumers look out on this to make choice at a satisfied value. However, government agencies must work to avert misleading information on packages.
TABLE OF CONTENTS
Title - - - - - - - - - - - i
Certification - - - - - - - - - ii
Approval page - - - - - - - - - iii
Dedication - - - - - - - - - - iv
Acknowledgements - - - - - - - - v
Table of content - - - - - - - - - vi
List of tables - - - - - - - - - vii
Abstract - - - - - - - - - - - viii
CHAPTER
ONE
1.0 INTRODUCTION
- - - - - - - - 1
1.1 Background of Study - - - - - - - 1
1.2 Problem
Statement - - - - - - - 4
1.3 Objective of the Study - - - - - - - 4
1.4 Research Questions - - - - - - - 5
1.5 Research
Hypotheses - - - - - - - 6
1.6 Significance of the Study - - - - - - 7
1.7 Scope of the Study - - - - - - 7
1.8 Operational definition of terms - - - - - 8
CHAPTER
TWO
2.0 REVIEW
OF RELATED LITERATURE - - - - 9
2.1 The
concept of Product - - - - - - 9
2.2 PACKAGING AND ITS FUNCTIONS - - - - - 10
2.2.1 FUNCTIONS OF PACKAGING - - - - - 13
2.3 CONSUMER PATRONAGE AND ITS VARIABLE - - - 15
2.4 THEORETICAL REVIEW - - - - 16
2.5 CONCEPTUAL FRAMEWORK - - - - 19
2.6 Empirical Study - - - - - 22
2.7 Summary of literature - - - - - 24
2.8 Gaps in Literature - - - - 25
CHAPTER
THREE
3.0 RESEARCH
METHODOLOGY - - - - 26
3.1 Research Design - - - - - - 26
3.2 Study Area - - - - - - - - 26
3.3 Sources of Data collection - - - - - 27
3.4 Population of Study - - - - - 27
3.5 Determination of Sample Size - - - - - - 28
3.6
Research Instrument - - - - - - 29
3.6.1 Administration of Instrument - - - - - - 30
3.7 Sampling Technique - - - - - - 30
3.8 Validity of the instrument - - - - - - 30
3.9 Reliability of the instrument - - - - - - 31
3.10 Method of Data Analysis - - - - - - 31
3.10.1
Model Specification - - - - - - 31
CHAPTER
FOUR
4.0 PRESENTATION AND ANALYSIS OF DATA - - - 33
4.1 Distribution of Questionnaire and rate of
return - - - 33
4.1.3 General Demographic of Respondents - - 34
4.1.4 Respondents Assessment whether packaging
determined their purchase
decision - - 36
4.1.5 Respondents Assessment of those that use toothpaste
- - 37
4.1.5 Respondents Ranking of factors influencing
patronage of a brand of
toothpaste - - - 38
4.1.7 Response to key components of hypothetical
variables - 39
4.2
Test of Hypotheses - - 40
4.2.1
Testing of Hypotheses - - 41
CHAPTER
FIVE
5.0 SUMMARY,
CONCLUSION AND RECOMMENDATIONS - - 46
5.1 Summary
- - - - 46
5.2 Conclusion - - - - 47
5.3 Recommendations - - - - 48
REFERENCES
APPENDIX
QUESTIONNAIRE
LIST OF
TABLES
Table 4.1.2 Distribution
and Retrieval of Questionnaire - 33
Table 4.3 Respondents
Assessment of those that use toothpaste - 36
Table 4.4 Respondents
Assessment of those that use toothpaste - 37
Table 4.5 Respondents
Ranking of factors influencing patronage of a brand
of toothpaste - 38
CHAPTER
ONE
INTRODUCTION
1.1 Background of Study
In recent marketing environment, there
are large number of companies which also deliver identical products in the
market. Consumers are therefore faced with
thousand brands in a single visit to the market. In the competitive
environment, packaging becomes an effective tool to capture consumer purchase
intention (Ranjbarian, 2009). Each visit to the Nigerian market leaves the
consumer faced with thousands of option. Hence, packaging helps to
differentiate the products and achieve competitive edge.
Packaging is the buyer’s first contact
with a product and it is capable of making or marring the purchase exercise.
Packaging material is a vital element which assists to prevent product from
loss during storage, handling and usage.
The label on packages are important
components of the overall marketing mix and can support advertisement,
establish a brand identity, enhance recognition and optimize shelf space
(Sook-kim, 2000) typically, a package ranges from a label, printed inscription
on product package. Cronch and Housden (1996) opined that for the achievement
of brand objective of a product, the aesthetic and functional component must be
chosen correctly. Aesthetic consideration relates to a package size, shape,
material, colour and graphic. Colour must be chosen carefully; different colour
depicts different meaning; blue is cool and serene, red is active and lively,
yellow medicinal and weak, pastel colour is feminine and dark colour is
masculine. Functionally, structural design is crucial (Clark, 1997).
Jennifer (2008), defined packaging as a
wrapper or container for a consumer product that serves a number of purposes
including protection and description of the contents. Kotler and Keller (2006)
defined packaging as activities of designing and producing the container of a
product. Packaging may include up to three levels of materials; the primary
package (i.e), the immediate product container, secondary package is the
material that protects the primary and lastly the shipping package which is
designed for storage, identification and transportation. Packaging therefore,
tends to protect, appeal and enhance consumer convenience etc.
There are few necessities or consumables
that consumers of all age, sex or status cannot do without, such as toothpaste.
Consumers are bombarded with too many choices of toothpaste in the oral care
market in Nigeria. Such brands include; Colgate, Close up, Mymy, Dabur,
Pepsodent, Maclean, Anchors, Sensodyne, Meswak while some other exist in
powdered form. This, all comes in different variants, sizes, colours, flavours
and shape. This however draws us to Arens (1996) who defined packaging as the
container for a product encompassing its physical appearance; design, colour,
shape, labeling and material used. Packaging has grown in importance in the
face of stiff competition, clamouring for consumer’s attention. This is backed
by Underwood, Klein and Burke (2001), who opined that packaging is also
utilized a marketing tool to get consumers attention, promote and convey
messages about the products attributes to customers whilst still on shelf.
Packaging is considered as the fifth
“P” of marketing after price, place, product and promotion (Schrawet and Kundu
2007, in Nayyar 2012, Ladipo and Rahim, 2013); and as the fifth “P” of
marketing, companies must monitor and change product package on a regular basis
to ensure continuous and increasing appeal to the target audience (Lapido and
Rahim, 2013; Oladele, 2012). Packaging design is therefore, an important issue
in the growing use of packaging as a marketing tool for self-service, since 73%
of products are sold on a self service basis at the point of sale (Silyor and
Speece, 2004). Packaging plays a major role when products are being purchased;
after all, it is the first thing seen before making purchases.
While a number of studies have been on
product packaging, this study tends to investigate the effect of packaging on
consumer’s patronage of toothpaste in Umuahia, Abia State.
1.2 Problem
Statement
Prospective buyers would be attracted
by the qualities of a good package and this will translate to an increase in
sale accrued to the manufacturer. Thus, for a product to be bought in the
market place, it must be attractive in terms of colour, shape, package material
and package instruction. A product package is a touch point which is regularly
experienced by consumers and it edifies consumers perception of the product
packaging which seems a vital factor influencing purchase decisions made at
point of sale.
Therefore, low patronage of toothpaste
product in Abia could be attributed to lack of effective and efficient
packaging. Thus far, there is need to study the basic elements, attributes that
every package should have in order to remain competitively relevant in the
market.
1.3 Objective of the Study
The major objective of the study is to
examine the effect of packaging on consumer patronage. Other specific
objectives include:
i.
To
ascertain the effect of product package colour on consumer patronage for
toothpaste.
ii.
To
determine the effect of package materials on consumer patronage for toothpaste.
iii.
To
determine the effect of labeling on consumer patronage for toothpaste.
iv.
To
determine if there is any significant relationship between packaging
instructions and consumer patronage for toothpaste.
v.
Rank
the variables of factors influencing brand of toothpaste.
1.4 Research Questions
Specifically, this research work tends
to answer the following research questions:
i.
To
what extent does package colour affect consumer patronage?
ii.
To
what extent does labeling affect consumer patronage?
iii.
To
what extent is packaging instruction vital for consumer patronage?
iv.
To
what extent does package material affect consumer patronage?
v.
What
are the ranks for variables of factors influencing brand of toothpaste?
1.5 Research
Hypotheses
The study seeks to prove or disprove
the following hypotheses which are stated in the null form:
Hypothesis
one
H01:
There is no significant relationship between
package colour and consumer patronage
Hypothesis
two
H02: Labeling
does not significantly affect customer patronage
Hypothesis
three
H03: There
is no significant relationship between package instructions and consumer patronage.
Hypothesis
four
H04: There
is no significant relationship between package materials and consumer patronage.
1.6 Significance of the Study
The time and energy spent on this is
not a waste because this study will be useful to the following group of people
itemized below:
i.
To
consumers: It will serve as enlightenment that packaging is a necessary tool
for product patronage
ii.
To
companies: It gives them insight to focus more on product packaging since it
determines customers patronage.
iii.
This
study tends to redress vices that could be found among manufacturers,
wholesalers, distributors and consumers. Thereby posing packaging as a means to
restore value to a product and attract consumers.
iv.
To
marketing students and other researchers of related courses, the study will
provide them with vital information such that it serves as reference material
and beyond topics under review.
1.7 Scope of the Study
The research work seeks to examine
product packaging as a factor that determines consumer’s choice and patronage.
This study is limited to study product package of toothpaste, the packaging mix
and its general effect on the consumer patronage in Umuahia metropolis.
Hence, the coverage scope is toothpaste
users in umuahia, Abia state.The geographical scope is Abia and the subject scope
is marketing management and consumer behaviour.
1.8 Operational definition of terms
i.
Product
ii.
Packaging
iii.
Consumer
iv.
Patronage
v.
Metropolis
vi.
Production
i.
Product:
A product is anything of tangible nature that can be offered to the market for
procurement at a given price and satisfaction of need.
ii.
Packaging:
Package means a wrap or container that protects, modifies and describes a
product.
iii.
Consumer:
A consumer is a person who acquires or procures something for satisfaction of
want.
iv.
Patronage:
Patronage means to approve, back, support or repeat an act e.g to repeat a
purchase on a particular product.
v.
Metropolis:
A large but busy city, especially at the main city of an area in a country
Production: Production means to create utility or
transformation of raw materials into finished goods.
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