EFFECT OF PACKAGING FOR CONSUMER PREFERENCE FOR NOODLES IN UMUAHIA, ABIA STATE

ABSTRACT

The study investigated the effect of packaging on consumer preference for noodles in Umuahia. The objectives of the study are; to examine the effect of packaging name on consumer preference for noodles, to examine the effect of packaging size on consumer preference for noodles and to examine the effect of packaging colour on consumer preference for noodles. To achieve the objectives of the study, correlational research design was adopted. The researcher adopted primary data in getting the required information. Out of 399 questionnaires issued to the respondents, 270 representing 67% were carefully filled and returned. In testing the hypothesis, Ordinary Least Square Regression Techniques was used. The major findings reviewed that Packaging name has a significant effect on consumer preference for noodles. The findings further reviewed that packaging size has a significant effect on consumer preference for noodles. The findings also reviewed that packaging colour has a significant effect on consumer preference for noodles. The researcher also recommends that marketing and business should be pay the proper attention toward the good packaging. The researcher recommends that marketers of an industry should not consider the packaging as the solely factor for the success of any product, therefore, they should also take up other important factors of the marketing while they are launching new products or revitalize old products.

TABLE OF CONTENTS

Title                                                                                                          Page

Title Page                                                                                                             i

Declaration                                                                                                          ii

Certification                                                                                                         iii

Dedication                                                                                                           iv

Acknowledgement                                                                                               v

Table of Contents                                                                                                 vi

List of Tables                                                                                                       ix

Abstract                                                                                                               x

CHAPTER ONE

INTRODUCTION

1.1      Background of the Study                                                                            1

1.2      Statement of   the Problem                                                                          2

1.3      Objectives of the Study                                                                              3

1.4      Research Questions                                                                                    3

1.5      Research Hypotheses                                                                                 3

1.6      Significance of the Study                                                                            4

1.7      Scope of the Study                                                                                     4

CHAPTER TWO

2.0      REVIEW OF RELATED LITERATURE                                                5

2.1      Conceptual framework                                                                               5

2.1.1   Design of Packaging:                                                                                 9

2.1.2   Colour and Innovation of Packaging:                                                          9

2.1.3   Information specified on Packaging:                                                           10

2.1.4   Purchase Intention                                                                                      10

2.1.5   Element of packaging                                                                                 12

2.1.6   The Role of Packaging on Consumer Behaviour                                          14

2.1.7   Impact of Packaging on Consumers’ Purchase Intention                               13

2.1.8   Packaging as a tool for preference                                                               17

2.1.9 Protection of products and consumer                                                             18

2.1.10 Promotion of Products                                                                               19

2.1.11 Packaging and perceived quality                                                                 20

2.1.12 Packaging and brand preference                                                                  20

2.1.13 Perceived value                                                                                          21

2.1.14 The relationship between perceived quality, perceived value and

brand preference                                                                                        21

2.1.15 Facilitation of storage, use, and convenience of products                            22

2.2      Effect of Packaging Name on consumer preference                                     23

2.3.     Effect of Packaging Colour on Consumer Preference                                   24

2.4.     Effect of Packaging Shape on  Consumer Preference                                   27

2.5      Theoretical framework                                                                               28

CHAPTER THREE

RESEARCH METHODOLOGY

3.1      Research Design                                                                                        30

3.2      Area of the Study                                                                                       30

3.3      Source of Data and Method of Collection                                                    30

3.4      Population of the Study                                                                              31

3.5      Sampling Procedure and Sample Size                                                         31

3.6      Validity of the Instrument                                                                           32

3.7      Reliability of the Instrument                                                                       32

3.8.     Method of Data Analysis                                                                            32

3.9      Model Specification                                                                                   32

CHAPTER FOUR

DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS

4.1      Data presentation                                                                             34

4.2      Test of Hypotheses                                                                           40

4.3      Discussion of Findings                                                                     44

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1      Summary of Findings                                                                       46

5.2      Conclusion                                                                                      46

5.3      Recommendations                                                                            47

References                                                                                      48

Appendix

LIST OF TABLES

Table 4.1:     Distribution of questionnaire and response rate                                 34

Table 4.2:     Distribution of respondents according to age                                     34

Table 4.3:     Distribution of respondents according to Educational qualification  35

Table 4.4:     Distribution of respondents according to years of services                   35

Table 4.5:     Distribution of respondents according to Religion                                36

Table 4.6:     Distribution of respondents according to Packaging Name            36

Table 4.7:     Distribution of respondents according to Packaging Size              37

Table 4.8:     Distribution of respondents according to Packaging Colour                     37

Table 4.9:     Distribution of respondents according to Packaging Shape                      38

CHAPTER ONE

INTRODUCTION

1.1      Background of the Study

In the ever increasing competition of today's global market the need for effective product promotion is crucial, and the product packaging has come to play a more important role as a brand communication vehicle in the noodles company (Armstrong 2009).

Today, virtually all goods that are manufactured or processed require some packaging in some phase of their production or distribution; Packaging decisions are to be considered in early marketing plans as an integral part of the total marketing strategy (Armstrong 2009). Packaging is an important integrative aspect of the product and often a critical factor in the success or failure of a given product (Donald 2007).

The packaging component of a product refers to any container in which it is offered for sale and on which information is communicated (Smith 2010). Packaging of consumer products is extremely important at the point of sale. It plays a major role when products are purchased. After all, it is the first thing seen before making purchase choices and it is widely recognized that over 70% of purchasing decisions are made at the shelf, or point of purchase (Dan, 2011).

Consumer preference explains how a consumer ranks a collection of goods or services or prefers one collection over another. This definition assumes that consumer’s rank goods or services by the amount of satisfaction, or utility, afforded. Consumer preference theory does not take the consumer's income, good or service's price, or the consumer's ability to purchase the product or service (Settle 2011).

There are many factors influencing the consumer’s preference to buy a particular product. Especially consumers’ preferences are affected by various factors which were endorsed by existing studies. Consumer purchasing choices lead to efficient market segmentation strategies in the company also.

In view of the above, this research was initiated in order to empirically investigate the effect of packaging on consumer preference for noodles in Umuahia, Abia State.

1.2      Statement of   the Problem

.Some factors that basically  hinders  effective packaging  in most organisation include  the use of incompetent  marketers to handle packaging activates, carrying and packaging activities without  the consent of the customers.

Effective and efficient packaging is one of the factor that attract customers to noodles but some marketers find it difficult to choose  name, size, colour  shapes and these have serious  negative effects on the consumer preference for noodles in Abia state which is the basic for the study.

Furthermore, a chemical widely used in plastic packaging and food containers may be toxic to the central nervous system by interfering with a key gene involved in the development of nerve cells. Scientists have found that bisphenol A (BPA), which is used in a variety of consumer products ranging from fizzy-drink cans to food mixers, affects the function of a gene called Kcc2 which is involved in the growth of neurons, or nerve cells, in the brain and spinal cord.

1.3      Objectives of the Study

The general objective is of this study was to examine the effect of packaging on consumer preference for noodles.

The specific objectives of the study  include to;

i.                ascertain the effect of packaging name on consumer preference for noodles.

ii.             determine the effect of packaging size on consumer preference for noodles.

iii.            determine the effects of packaging colour on consumer preference for noodles.

iv.            ascertain the effect of packaging shape on consumer preference for noodle.

1.4      Research Questions

Key research question for the study  include;

(i)       To what extent does packaging name affect consumer preference for noodles?

(ii)      To what extent does packaging size affect consumer preference for noodles?

(iii)     To what extent does packaging colour affect consumer preference for noodles?

(iv)     To what extent does packaging shape affect consumer preference for noodles?

1.5      Research Hypotheses

The following hypothesis was stated in null form;

H₀₁:    Packaging name has no significant effect on consumer preference for noodles.

H₀₂:    Packaging size has no significant effect on consumer preference for noodles.

H₀₃:    Packaging colour has no significant effect on consumer preference for noodles.

H₀₄:    Packaging shape has no significant effect on consumer preference for noodles.

1.6      Significance of the Study

The choice of this topic is based on self-interest and the need to examine the effect of packaging on consumer preference for noodles product.

The research work would benefit the following group;

Researchers and students interested in a similar field of study in future will find this work useful conceptual guide and reference material.

The results of this study would be hopefully be significant in the sense that it would enable both the Management and the marketing staffs to understand how the various packaging concept could be harnessed to inspire consumers in patronising the product in other to increase the profit level of the organization. The significance of this research expresses itself by being a helpful tool for marketers, designers and retailers of noodles to direct marketing campaigns through inspiring packaging concept.

Policy or decision maker in the company will also benefit from the work in that, it will recommend ways in which packaging influence consumers.

1.7      Scope of the Study

The research work would focus on the effect of packaging on consumer preference for Noodles in Umuahia, Abia State.

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