ABSTRACT
In nowadays competitive environment, the role of packaging has changed due to increasing self-service and changing consumers’ lifestyle. Packaging has become an ultimate selling proposition; stimulating impulsive buying behavior, increasing market share and reducing promotional costs. Package attracts consumer’s attention to particular brand, enhances its image, and influences consumer’s perceptions about the product. This study depicts the effects of Packaging on the Buying behaviour of Instant Noodle Consumer’s in Anambra State, Nigeria. The precise objectives of the study include determining the effect of product color on consumer buying behaviour, to determine the effect of product label on consumer buying behaviour, to determine the effect of packaging quality on consumer buying behaviour, to determine the effect of product portability on consumer buying behaviour. Pearson correlation coefficient was used to test the hypothesis. Multiple regression analysis was used to determine the effect of packaging elements of colour, quality material, label and product portability on consumer buying decision. A well structured questionnaire was used to collect primary data. The outcome of multiple linear regression analysis indicates almost all the factors significantly influences buying decision. From the multiple regression analysis, the value of R2 (Coefficient of multiple determination) is .944. Expressed as a percentage, it means that the model (the totality of the effect of all the predictors) account for .944 percent of the variance in the endogenous variable ‘Factors affecting buying decision’. In other words, the extent to which all the predicting variables can contribute to the explanation of the factors affecting buying decision is 94.4%; this simply portrays that 94.4% variance accounted for the model was significant at 0.01 level of significance; and thus, the model has a sound explanatory power and can be used for forecasting purposes. Based on the results of the analysis, it is therefore recommended that before a given package of Instant Noodles product is design or improved, consumers’ survey should be carried out so that the newly improved package will meet their expectations.
Keywords. Packaging, consumer behaviour and buying decision.
TABLE OF CONTENTS
Title page i
Declaration ii
Certification iii
Dedication iv
Acknowledgement v
Table of contents vi
List of Tables viii
Abstract ix
CHAPTER
ONE
1.0
Introduction 1
1.1
Background to the study 1
1.2
Statement of problems 2
1.3
Objectives of the study 3
1.4
Research questions 3
1.5
Research hypothesis 4
1.6
Significance of the study 4
1.7
Scope of the study 5
1.8
Limitation of study 5
1.9
Definition of terms 5
CHAPTER TWO
2.0
Review of related literature 7
2.1
Conceptual framework 7
2.2
Role of packaging on consumer behavior 13
2.3
Stages involve in consumer buying process 15
2.4
Packaging elements 16
2.5
Functions of packaging 18
2.6
Types of packaging 22
2.7
Theoretical Framework 22
2.7.1 Theory of reasoned action (TRA) 22
2.7.2 Theory
of planned behaviour (TPB) 23
2.8
Empirical framework 24
CHAPTER THREE
3.0 RESEARCH
METHODOLOGY 28
3.1 Research
design 28
3.2 Area of
the study 28
3.3 Source
of data 28
3.4 Population
of the study 29
3.5 Sample
size determination 29
3.6 Research
instrument 29
3.7 Validity of research instrument 30
3.8
Reliability of research instrument 30
3.9
Method of data analysis 30
3.10 Model
specification 30
CHAPTER FOUR
4.0 RESULT AND DISCUSSION 32
4.1 Effect of product colour on consumer
buying behaviour 32
4.2 Effect of product label on consumer
buying behaviour 34
4.3 Effect of packaging quality on consumer
buying behaviour 35
4.4 Effect of product portability on consumer
buying behaviour 36
4.5 Factors affecting consumer buying
behaviour 37
CHAPTER
FIVE
5.0 Summary, conclusion and policy
recommendation 40
5.1 Summary 40
5.2 Conclusion 41
5.3 Recommendations 44
References
45
LIST OF TABLES
Table 1
Correlation between product colour and buying decision 33
Table 2
Correlation between product label and buying decision 34
Table 3
Correlation between packaging quality and buying decision 35
Table 4
Correlation between product portability and buying decision 36
Table 5
Model summary 37
Table
6 Linear regression coefficient 37
CHAPTER ONE
1.0 Introduction
1.1 Background of the Study
According
to Nayyar (2012) in this modern era, packaging has developed into one of the
most sophisticated, holistic and influential examples for those who design it
and for those people who are considered intermediates for selling products from
manufacturers to the end consumers. This is buttressed by Underwood, Klein and
Burke (2001) who said packaging is also utilized as a marketing tool to get the
consumer’s attention, to promote and convey messages about the products
attribute to consumers whilst still on the shelf or at the point of sale
Packaging
is considered as the fifth ‘p’ of marketing after product, price, promotion and
place (Schrawet and kundu, 2007 in Nayyar, 2012; Ladipo and Rahim,2013) and as
the fifth ‘p’ of marketing, Kotler (2000) cited in Nayyar (2012) defined
packaging as the activities of designing and producing the container or wrapper
for a product these means that companies must monitor and change product
packaging on a regular basis to ensure its continuous and increasing appeal to
target audience (Ladipo 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 bases at the
point of sale (Silayoi and Speece, 2004).
Charles et
al., (2011), opined that packaging has four distinct marketing functions.
It contains and protects the products. It promotes the product. It helps
consumers use the product and finally, packaging facilitates recycling and
reduces environmental damage. Therefore packaging does more than just
protecting the company’s products. It also helps in developing the image of the
product in the consumers mind.
Instant
noodles were invented by a Japanese called Momofuko Ando in Japan. It was first
marketed on August 1958, by Ando’s company, Nissin, under the brand name Chikin
Ramen. The main ingredients in instant
noodles are flour, starch ,water and salt. Instant noodles are a precooked and
usually dried noodle block, sold with flavoring powder packet; Asia pacific
(2007); Japan convenience food industry Association (2005) .
Instant
noodles were introduced in Nigeria in 1988 which are now eaten in most
household across the country; (World Instant Noodle Association, May 2009). By
2008 different types of brands were available in the country such as Indomie,
Tummy-tummy, golden penny and many more . The introduction of instant noodles in
Nigeria has contributed to the growth of the economy and creation of
employment. In the Nigerian food market, such brand as Indomie, Tummy-
tummy ,Golden Penny, Dangote and many
others, all these brands comes into the market in different variants, size,
color, flavors and labels.
1.2 Statement of Problem
Consumers
perception on products are dynamic implying that every brand should constantly
attract the consumers attention. While a number of studies have been carried
out on the effect of product packaging (Lifu, 2012; Ladipo and Rahim, 2013;
Nayyar, 2012; Kumar and Bishnoi, 2011; Uderwood et al., 2001; Oladele and Akeke, 2012) very few have been done in
Anambra state and on instant noodle products.
Also this study is interested in the relationship that exists between
product packaging and consumer buying behaviour. It is against this” that the
research is being conducted. The interest of these research works is to examine
the different dimension of packaging in instant noodles which will enable
manufacturers to know the dimension which they have neglected and provide the
necessary information to aid manufacturers and distributors in Anambra State to
achieve their market objectives and increase their competitive advantage.
1.3 Objectives of Study
The
broad objective of this study is to examine the effects of packaging on the
buying behaviour of instant noodle consumers’ in Anambra state, Nigeria. The
specific objective includes to:
i.
know the effect of
product color on consumer buying behaviour
ii.
determine the effect of
product label on consumer buying
behaviour
iii.
determine the effect of
packaging quality on consumer buying behaviour
iv.
determine the effect of
product portability on consumer buying behaviour
1.4 Research Questions
The
following research questions shall give us directions as to how to achieve our
stated objectives.
i.
Does product color have
any significant effect on consumer buying behaviour?
ii.
Does product label have
any significant effect on consumer buying behaviour?
iii.
Does packaging quality
have any significant effect on consumer buying behaviour?
iv.
Does product portability
have any significant effect on consumer buying behaviour?
1.5 Research Hypotheses
H01:
There is no significant relationship
between product color and consumer buying behaviour.
H02:
There is no significant relationship
between product label and consumer buying behaviour.
H03: There is no significant relationship
between packaging quality and consumer buying behaviour.
H04:
There is no significant relationship
between product portability and consumer buying behaviour.
1.6 Significance of the Study
i.
To the instant noodle
companies: Due to the dynamic business environment and competitive environment
in the food and beverage industry, proper product packaging will serve as a competitive
tool for manufacturers and distributors of instant noodles. This study intends
to identify and highlight those factors that are necessary in instant noodle
product package design and their effect on consumer buying behaviour.
ii.
The study will help marketers
to make informed decisions as well as develop sound strategies that will keep
consumers patronage
iii.
The study will also help
to bridge the gap in the literature as it relates to packaging and buying
decision, especially in the study area.
iv.
It will constitute to the
body of knowledge.
v.
It will serve as a base
for further research. However, in order to create the right packaging for a
product, marketers must understand the consumer buying process and where packaging
become a variable that can influence the purchase decision.
1.7 Scope of the Study
This
research work was intended to examine the effects of product packaging on the
buying behaviour of instant noodle consumers’ in Anambra State, Nigeria. This
study was focused only in Anambra state as the study area and did not cover
other parts of the country.
1.8 Limitations of the Study
i.
Time constraint; lack of
time limit the success of this work.
ii.
Financial constraint: Due
to lack of finance this work suffered some setbacks.
iii.
Un-cooperative attitude
of respondents: the attitude of respondents toward questions was also a
limitation to the study.
1.9 Definition of Terms
Packaging: packaging can be define as the activities of
designing and producing the container or wrapper for a product.
Consumer Behaiour:
Consumer behavior can be defined as the process of acquiring, using and
disposing of a product. It is the processes that consumers go through that
proceed the actual purchase.
Packaging Attributes:
This can be seen as those elements that make up packaging which includes the
size, color, shape, innovation and labeling.
Purchase
Decision: Some researchers combine the purchase decision and purchase into one
stage of the purchase process. However, the two are not necessarily one and the
same. Even after making the decision to purchase, the consumer can still be
thrown off course by other factors before purchasing. For example, the quality
of a shopping experience may impede the shopper’s ability to successfully make
a purchase. The availability of a promotion or lack thereof or a poor return
policy are also factors that can dissuade a consumer from following with the
purchase decision. If the consumer is in a retail environment with similar
products side-by-side with the product they intent to purchase, eye-catching
packaging and labels paired with a better price could easily sway the decision.
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