ABSTRACT
The purpose of
this study is to access critically the effect of packaging on consumer
behaviour using Nigerian Breweries Plc as a case study. Packaging is a means of
projecting a product in the most favourable way, thus, packaging is more than
just a container, it also conveys a message to customers about the nature of
the product. The research design used was the survey research. The methods of'
data collection was both primary and secondary data. The secondary data
consisted of journals and text books while the primary method of data
collection consisted of the questionnaire administration of which 50
questionnaires were distributed and analyzed. The results of the tested
hypotheses showed that packaging is an integral part of a product and it also
plays a vital role in the effectiveness of the marketing programme and the
product profitability.
TABLE OF CONTENTS
Title Page i
Certification ii
Dedication iii
Acknowledgment iv
Abstract vi
Table of Content v
CHAPTER ONE
INTRODUCTION
1.1 Background
to the Study 1
1.2 Statement of the Problem 5
1.3 Research
Questions 5
1.4 Research
Hypotheses 6
1.5 Objective of the Study 7
1.6 Scope
of Study 8
1.7 Significance of the Study 8
1.8 Limitations
of the Study 9
1.9 Definition
of Terms 10
References
CHAPTER TWO
LITERATURE REVIEW
2.0 Introduction 12
2.1 Conceptualization of
Packaging 12
2.2 The
Influence of Packaging on Consumer Behaviour 14
2.3 Conceptualization of
Promotional Packages 15
2.4 The Marketing Mix 20
2.5 The Systems Approach to
Packaging 22
2.6 Distributor
Requirements 22
2.7 Consumer Requirements 24
2.8 Customer Purchase Appeal 25
2.9 Branding and Packaging 26
2.9.1 Labeling and Packaging 28
2.9.2 Packaging Design 29
2.9.3
Packaging Decision 32
2.9.4
Packaging Cost 35
References
CHAPTER THREE
RESEARCH METHODS
3.0 Introduction 41
3.1 Research
Design 41
3.2 Restatement of Research
Questions and Hypotheses 41
3.3
Characteristics of Study Population 43
3.4 Sampling Design and
Procedure 43
3.5 Data Collection Instruments 43
3.6 Pilot Test Including Validity
and Reliability of Test 44
3.7 Administration of Data
Collection Instruments 44
3.8 Procedure for Processing and
Analyzing Data 45
3.9 Limitation of the Methodology 45
CHAPTER FOUR
PRESENTATION AND ANALYSIS OF DATA
4.0 Introduction 46
4.1 Respondents Characteristics
And Classification 46
4.2 Presentation and Analysis
of Data According to Research Question 49
CHAPTER FIVE
SUMMARY, CONCLUSIONS AND
RECOMMENDATIONS
5.0 Summary of Major
Findings 75
5.1 Conclusions 75
5.2 Recommendations 77
5.3 Suggestions- for
Further Studies 79
References
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
In the Nigerian business environment, most manufactured or processed
products are sold in packages. Few actual products seen, but the rest are packages
of different sizes, colours and types. Packaging can be defined as the
activities in product planning that involves the can be shapes, general
designing of a container or a wrapper for a product.
On the other hand, consumer behaviour can be defined as the way a
consumer perceive, thinks or reacts towards purchases of goods or services,
influenced by some factors that cannot be controlled by the market, but must be
taken into account for consideration in marketing planning process. These factors
include cultural, social, personnel and psychological factors. The common
packaging materials in Nigeria
are cartons, plastics cans, bags, bottles, glass, etc. Each of these materials
has remarkably appreciated in use because of the various roles they play in
products promotion.
Packaging has two major functions, which are containment and promotion
functions. Containment is essential in efficient physical distribution, while
the promotional aspect of packaging aims to stimulate demand. Packaging is
usually more critical element in convenience goods than for shopping or special
goods. The importance of packaging varies with differences in buying behaviour
of customers.
Self-service
enhances the use of packaged products requirements e.g. frequent reseal and
re-use, may make the package a major sales influencing factor. For some
products such as cosmetics, larger beer, soft drinks, etc, packaging among
others, may be more important than any other factor, due to high level of
competition they (the products) face, in some cases, promotional tools e.g.
electronic media (TV) may strongly influence package decision. As to this
packaging has assumed a crucial role in stimulating purchases and most
manufacturers have realized the importance of packaging as it affects consumer
behaviour, that is the response of consumers to the package. The role of
packaging as a promotional tool or communication means, is a vital part in a firm's product development strategy, as this
research is set out to view.
There are many
factors that account for the growing recognition of packaging, as an
independent and potent selling tool.
a) Self
Service: Most products are sold on this basis due to the
increase in supermarkets and departmental shops. the
packaging must now perform many sales tasks It must attract attention,
describe the products features; give the consumer confidence and make a
favourable impression.
b) Collective Markets: In Nigeria today,
most of our goals are brought through this collective market, and they are
designed and well positioned to be seen by the customers.
e) Consumer
Affluence: The rise in consumer affluence means that they are
willing to pay a little more for the convenience appearance, dependability and
prestige of better packaging.
d) Company
and Brand Image: Many companies are recognizing the power of
well-developed packaging in contributing to instant consumer recognition of the
company or brand. Packaging is a tool not only for creating products category
identification, but also in carrying out the brands positioning concept in
terms of quality, cost and other functions. Here, using a distinctive pack and
brand name, the manufacturer is able to differentiate its product at the point
of sales, as well as designing, advertising and promotional strategies to
create consumer pretence for the products.
One of the
important roles played is that it enables marketers convey their products
attributes to the target market, in order to assume the role of coordinating
and determining the influences that other companies functions have upon
packaging. The satisfaction to be derived from a product is dependent upon its
packaging and consumers are therefore receptive to both technical and aesthetic
improvement in package design.
"With the increasing pressure on both consumer products, marketing
executives, package design is certainly more than just a nice look, but will
have to bow more to the ever changing market and economic influence".
In trying to explain marketing mix, many authors have made diverse views
as to where packaging belongs. Some classified it as part of the product, while
others place it among promotion in defining the four "Ps"(4ps). Under
the selling concept, a company makes a product and then uses various methods to
persuade a customer's demand to fit its supply. But in marketing concept, just
the opposite occurs. The company finds out what the customer wants and then
tries to develop a product that will satisfy the want profitably.
As to this, this research work will examine the effects of packaging on
consumer behaviour, its contribution to the manufacturing company, its benefit
to the middlemen and its role as a promotional or communication tool.
1.2 STATEMENT OF THE PROBLEM
In our ever growing economy, the overwhelming drive is only matched with
lack of managerial expertise. In most companies and individuals, the question
often arises as whether packaging is for containment or promotional purposes
and the reaction of the consumers or buyers to the package.
In this project, it is viewed that most organization are faced with one
problem or the other, when applying the marketing mix. They need to identify
and eliminate these problems if they are to improve on their position in their respective
industries, thus the problem that can be associated or related with packaging
as it affects the behaviour of customers through promotion are as follows:
1) Whether
a properly designed package that is attractive, can create an impulse purchase?
2) Whether
a change in a package design will affect the consumer's choice of product?
1.3 RESEARCH QUESTIONS
1) Can a
properly designed packaged product that is attractive create an impulse
purchase?
2) Can
a change in a package design affect the consumer's choice of product?
3) Should
the design of packaging be a blend of functional value such as providing
convenience?
4) Can
the company's image be projected through its packaging policy as a reminder of
the company's products?
1.4 RESEARCH HYPOTHESES
In research,
hypotheses are tentative statements that Et]-c made which may be true or untrue
otherwise proved. For the purpose of this research study, it is very important
to test such statements, in order to provide sound and authentic basis for our
investigation and findings.
In this
regard, the following hypotheses shall be tested;
Ho: That a,
properly packaged product cannot create an impulse buying.
Hi: That a properly packaged
product can create an impulse buying.
Ho: That a
change in package design cannot affect a consumer's choice of product. .
Hi: That a change in package
design can affect a consumer's choice of product.
Ho: That packaging design should
not be a blend of functional value.
H1: That packaging design should
be a blend of functional value.
Ho: That the company's image
cannot be projected through its packaging policy.
Hi: That the company's image can
be projected through its packaging policy.
1.5 OBJECTIVE OF THE STUDY
In marketing
a product or service, a number of functional activities have to be coordinated
to achieve the required marketing objectives, which could increase sales
profits.
This research work tends to study
the importance of packaging as it affects consumer behaviour and as a means of promotion
or communication in the sales of goods in a manufacturing firm. The reason for this is that
packaging has been looked upon by most people as the container or
wrapper used in holding the contents of product all this will be looked into.
The main purposes of this study are as follows:
a) To ascertain whether a properly packaged
product that is attractive can create an impulse buying.
b) To determine how a change in a package design
can affect a consumer's choice of product. .
c) To identify how a package designs can be a
blend of functional value.
d) To ascertain whether a company's image an be
projected through its packaging policy.
1.6 SCOPE OF THE STUDY
This research work tends to study the
importance or effects of packaging on consumer behaviour and the use of
packaging as a promotional tool for consumer products as it relates to impulse
buying, projecting of company's image and its position as a silent sales
person.
The study did not deal with the use of packaging or effects of packaging on
industrial products, but chose to study packaging in Nigerian Breweries Plc, but references will be made to
other firms within and outside the industry including some packaging
industries.
1.7 SIGNIFICANCE OF THE STUDY
The effect of packaging on the behaviour of consumers to purchasing a
product is a part of marketing tools that al\gays involves properly designed
package, durability and promotions. All these have not received enough
investigation and which at times involves decision problems on the type of package
to use for a product.
I believe that packaging is important, as a promotional mix, and the
response of customers to the package, need careful analysis; such analysis
reveals the importance of packaging as a form of promotion such as
self-advertising, point of purchase display, product publicity and durability.
The overall design of a package, should assist a shopper identify the
brand among many other competing products and the new promotion strategy
introduced by some manufacturing firms by redesigning
packages, especially the light weight non returnable, aluminum can and plastic
bottle e.g, the one used by beverage companies like coca -cola and 7up bottling
companies, the introduction of canned alcoholic drinks (canned beer) by
Nigerian Breweries Plc etc hay-c contributed and motivated my choosing this
topic as research study .
1.8 LIMITATIONS OF THE STUDY
Gathering all
needed data in most study is usually a limitation to the study. During the course
of the study, the researcher will likely encounter many obstacles and these may
act as limiting factors to the study:
Some foreseeable limitations are:
1. Availability
of adequate information. The company- Linder study may not be
willing to give certain information, which is considered vital.
2. Poor responses
in returning the questionnaires are envisaged.
3. Shortage
of books on the topic is also envisaged.
Apart from these problems, the findings and recommendations of this
research will be based on the answers given in the questionnaires, observations
and oral interviews.
1.9 OPERATIONAL DEFINITION OF
TERMS
Packaging: This can be defined as the general activities involved in product
planning to design wrapper for a product. Packaging has two major functions which
are containment and promotion functions. Containment is essential in efficient
physical distribution while the
promotional aspect of packaging aims to stimulate demand.
Consumer Behaviour: It can be defined as the way a
consumer perceive, thinks or reacts towards purchases of goods and services,
influenced by some factors that cannot be controlled by the market.
Brand Name: - It helps the manufacturer to
differentiate his products at the point of sales, as well as designing,
advertising and promotional strategies to create consumer awareness.
Marketing Mix: - It is the set of controllable variables and their levels that the
firm uses to influence the target markets. These are the 4p's, such as product,
price, promotion and place.
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