PACKAGING INFLUENCE ON CONSUMER PURCHASE BEHAVIOUR OF AUTOMOBILE OIL BRAND (A CASE STUDY OF ABA METROPOLIS)

ABSTRACT

This research work examined the packaging influence on consumer purchase of automobile oil brands in Aba Metropolis. Data were collected from both primary and secondary sources and were analyzed using chi-square method. The finding shows that poor packaging leads to inadequate sells of automobile oil brand in Onitsha Metropolis. It was also discovered that proper packaging of automobile oil brand enhance profitability and sales increment. Therefore, it recommends that marketing and business unit should pay proper attention towards good packaging and they should also take up other important factors of marketing while they are launching new products or old products. In conclusion, this exercise concludes that packaging is an important factor to the consumer buying decision.

TABLE OF CONTENTS

Title page   i

Declaration                                                                                                    ii

Certification              iii

Dedication   iv

Acknowledgement     v

Table of Contents   vi

List of Tables      x

Abstract   xi

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF STUDY   1

1.2 STATEMENT OF THE PROBLEM   2

1.3 OBJECTIVES OF THE STUDY   3

1.4 RESEARCH QUESTIONS         4

1.5    RESEARCH HYPOTHESES                           4

1.6       SIGNIFICANCE OF THE STUDY               5

1.7       SCOPE OF THE STUDY                                     6

1.8 DEFINITION OF TERMS         6

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 OVERVIEW OF PACKAGING    8

2.2 PACKAGING TECHNOLOGY    10

2.3 INFORMATIONAL ELEMENTS PRODUCTS INFORMATION    11 2.4 PACKAGING SIZE AND SHAPE                           14

2.5 VISUAL ELEMENTS GRAPHICS AND COLOR    15

2.6 PACKAGING FUNCTIONS AND ELEMENTS     17

2.7 PACKAGING AT THE POINT OF SALE  21

2.8 PACKAGING AND MARKET PLACE 23

2.9 OVERVIEW OF PACKAGING 24

2.10 OVERVIEW OF PRODUCT 28

2.11 IMPORTANCE OF PACKAGING 31

2.12 ROLE OF PACKAGING 32

2.13  WHAT IS PACKAGING? 33

2.13.1 OBJECTIVES OF PACKAGING 33

2.14  FUNCTIONS OF PACKAGING 34

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN 36

3.2 AREA OF THE STUDY 36

3.3 SOURCE OF DATA AND METHOD OF DATA  36

COLLECTION 36

3.4 POPULATION OF STUDY 37

3.5 SAMPLE AND SAMPLING TECHNIQUES 37

3.6 SAMPLING METHOD 37

3.7 INSTRUMENT OF DATA COLLECTION 39

3.8 DATA ANALYSIS 39

3.9 VALIDITY OF THE RESEARCH INSTRUMENT 40

3.10 RELIABILTY OF THE RESEARCH INSTRUMENT 40

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 DATA PRESENTATION 41

4.2 TEST OF HYPOTHESIS: 48

CHAPTER FIVE

SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION

5.1 SUMMARY OF FINDINGS 58

5.2: RECOMMENDATIONS 59

5.3: CONCLUSIONS 59

REFERENCES                    

APPENDIX I             

APPENDIX II             

LIST OF TABLES

Table 4.1 Administration of Questionnaire 42

Table 4.2 How Long Have You Been Into This Business in Aba? 42

Table 4.3 What Is Your Level Of Educational Qualification? 43

Table 4.4 Do You Know What Packaging Influence Means? 44

Table 4.5 What Are the Challenges Facing Packaging In

Influencing Consumers Purchase Of Automobile Oil

Brands In Aba Metropolis 44

Table 4.6 To What Extent Have Poor Packaging Affected

Automobile Oil Brand In Its Influence On Consumer Purchase? 45

Table 4.7 Does Packaging Elements Have Any Impact On

Consumer Purchase Of Automobile Oil Brand

 In Aba Metropolis? 46

Table 4.8: To What Extent Does Good Packaging Of

Automobile Oil Brands Enhance Profitability And

Increase In Sales Volume? 47

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

The role of packaging in competitive environment has changed due to increasing self service and changing consumer’s lifestyle. Interest in packaging as a tool of sales promotion is growing increasingly. A good packaging attracts the customers to purchase the product. Packaging also serves as a vehicle of communication for transmitting symbolism. It is also important for understanding the brand which gives valuable information about a product. An effective packaging has a great influence on consumer purchase of automobile sales for the company.

According to Smart (2010), packaging is the container that is used in conveying a particular brand product or wrapping a product.

Rundh (2005), packaging attracts consumers attention to a particular brand, enhances its image, and influences consumer’s perception about the product. Also, packaging impacts unique value to products (Underwood, Klein and Burke, 2001, Silayoi and Speecce, 2004), work as a tool for differentiation, i.e. helps consumers to choose the product from wide of similar products and stimulates customers buying behavior.

Adaeze (2008), states that the essentiality of packaging is for marketing and logistics functions. Apart from protection the producing from change during storage and distribution, packaging becomes the product to ultimate consumers.

In Nigeria, especially in Aba metropolis numerous numbers of automobile oil are produced with different brand name and quality. Packaging has becomes appropriate selling proposition nowadays, although automobile oil industry is very competitive and consumers are numerously price conscious but, still, packaging helps consumers on brand preference. Packaging attracts the consumer’s concentration to buy particular brand and increase brand image and influence towards consumers (Rundh, 2005).

1.2 STATEMENT OF THE PROBLEM

The packaging of automobile oil brands in Aba metropolis has challenges facing its influence on consumer purchase. Poor packaging of automobile oil brands (i.e labeling, container size etc in Aba metropolis has led to inadequate demand of the product in the market).

In the past, packaging has to a large extent contributed to inadequate sales turnover and also in the marketing of the product in Aba metropolis.

There are many types of automobile oil brand, but the researcher will concentrate on Visco Automobile Oil brand of Forte Oil Plc.

Due to the facts that, packaging is the attraction channel, it’s poor labeling influence the consumer’s purchase decision negatively, the consumer repurchase decision is always affected by poor packaging of automobile oil brand in Aba metropolis.

1.3 OBJECTIVES OF THE STUDY

The main objective of this research exercise is “Packaging influence of packages on consumer purchase behavior on automobile oil brand”.

The sub objectives are as listed below:  

1. To determine the challenges faced by packaging in influencing consumers purchase behaviour of automobile oil brand in Aba Metropolis.

2.  To ascertain the extent to which poor packaging has influenced consumer behavior on purchase of automobile oil brand.  

3. To determine the impact of packaging elements on the consumer purchase.

4. To ascertain the extent good packaging of automobile oil brand enhances profitability and increase in sales volume.

1.4  RESEARCH QUESTIONS

1. What are the challenges facing packaging in influencing the consumer purchase behaviour of automobile oil brand in Aba metropolis?

2. To what extent has poor packaging influenced consumer behavior on purchase of automobile oil brand?

3. Does packaging elements have any impact on consumer purchase?

4. To what extent does good packaging of automobile oil brand enhance profitability and increase in sales volume?

1.5 RESEARCH HYPOTHESES

H₀₁: There are no challenges facing packaging in influencing the consumer purchase behaviour of automobile oil brand in Aba metropolis.

H₀₂: To what extent has poor packaging influenced consumer behavior on purchase of automobile oil brand.  

H₀₃: Packaging elements has no impact on consumer purchase.

H₀₄: Good packaging of automobile oil brand enhances profitability and increase in sales volume.

1.6 SIGNIFICANCE OF THE STUDY

This study will be beneficial to the following persons or companies, or owners. Automobile oil companies will benefits immensely from this study. This is because it will uncover some of the requirement for efficient to industries and the Nigeria economy. This stems from the fact that good packaging helps companies to gain advantages over competitors.

Finally, the study will not only be of benefit to the researcher but also to the readers, as adequate knowledge and understanding, will be gained from the information contained in the study.

1.7 SCOPE OF THE STUDY

This is the area where a research work is to be carried out. The scope could also be seen as area of coverage. The research will be carried out in Aba metropolis.

1.8 DEFINITION OF TERMS

The following terminologies are hereby operationally defined as they are used in this study for a better reading and generally comprehension of this research project.

Packaging: this is the process of putting a generic product into a wrapper or container with a view to making it more attractive better protected and easily portable.

Product: this is anything that can be offered to a market for attention acquisition or consumption.

Consumer: is the end user of a given product or service.

Promotion: all persuasive communication efforts aimed at generating sales or building a favourable attitude for organizations products or service, and the organization itself. 

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