ABSTRACT
This research work is centered on Effect of Product Packaging on Consumer Patronage of Toothpaste in lkwuano Local Government Area, Abia state, Nigeria. The specific objective of the study is to examine the influence of product size on consumer purchase intention, examine the impact of product colour on consumer purchase intention, evaluate the effect of product quality on consumer purchase intention, ascertain the effect of labeling on consumer purchase intention, ascertain the relationship between toothpaste package design and consumer patronage in the study area. The methodology adopted for the study was based on descriptive survey, it was observed that There are a few necessities or consumables that consumers of all ages, sex or status cannot do without − such as toothpaste. Consumers are bombarded with too many choices of product brands to use, one of which is toothpaste. The study investigated the effects of Product Packaging on Consumer Patronage of Toothpaste in Ikwuano Local Government Area of Abia State, Nigeria. Result from the socio-economic characteristics of the toothpaste consumers shows that a total of 50.9% of the toothpaste consumers were males; while the remaining 49.1% were females. Marital status of the respondents shows that approximately 39.09% of the sampled toothpaste consumers were single, while 37.27%, 14.54% and 9.09% represent married, divorced and widowed respondents separately. The Pearson Correlation Coefficient between Toothpaste quality and consumer purchase intention shows that there is a significant positive relationship between the two variables. The result of the analysis shows that the higher the excellent packaging quality of the toothpaste, the higher the consumers purchase intention. By implication, it can be deduced that a 1% shift/increase in toothpaste package quality will result in 90.1% shift/increase in consumers purchase intention. It has been established from the study that toothpaste size and consumer purchase intention were found to be positively linked; thus reducing one entails the reduction of the other. Hence, it could be indicated that toothpaste packaging size influences the consumers purchase intention. This could be as a result of the fact that many consumers might like larger product quantity and quality at the same price or at lower prices. Multiple Regression Result for Toothpaste Packaging and Consumer Patronage shows that toothpaste labeling and consumer purchase intention were found to be positively linked; thus, reducing one entails the reduction of the other. Hence, it could be inferred that exceptional toothpaste packaging labels influences the consumers purchase intention. Since packaging has become a primary vehicle for communication and branding of toothpaste, toothpaste manufacturers are therefore enjoined to design high quality package. There should be evaluation and re-evaluation of the quality of their packages in order to explore all the opportunity accrued to packaging concept through policy formulation and implementation.
TABLE OF CONTENTS
Cover page i
Title page ii
Declaration page iii
Certification iv
Dedication v
Acknowledgement vi
Table of contents vii
List of figures ix
List of Tables x
Abstract xi
CHAPTER
ONE
INTRODUCTION
1.1 Background
of the Study 1
1.2 Problem
Statement 4
1.3 Objectives
of the Study 5
1.4 Research
Questions 6
1.5 Research
Hypotheses 6
1.6 Justification
of the Study 6
1.7 Scope
of the Study 8
CHAPTER
TWO
LITERATURE
REVIEW
2.1 Conceptual
Framework 9
2.1.1 The
Concept of Packaging 9
2.1.2 The
Concept of Product Packaging 10
2.1.3 Impact
of Packaging on Consumers’ Patronage 12
2.1.4 Customer
Patronage/Purchase Intention 13
2.1.5 The
Concept of Consumer Buying Process 14
2.1.6 Ethical
Issues in Product Packaging 15
2.1.7 Labeling
as an Aspect of Packaging 16
2.2 Theoretical
Framework 17
2.2.1 Howard-Sheth
Model of Consumer Behaviour 17
2.2.2 The
VIEW Theory 20
2.3 Empirical
Literature Review 21
CHAPTER
THREE
METHODOLOGY
3.1 Research
Design 22
3.2 Study
Area 22
3.3 Population
of the Study 23
3.4 Sampling
Procedure and Sample Size 23
3.5 Method
of Data Collection 25
3.6 Instruments
for Data Collection 25
3.7 Validity of the Instrument 25
3.8 Reliability of the Instrument 25
3.9 Method of Data Analysis and Model
Specifications 26
CHAPTER
FOUR
RESULTS
AND DISCUSSION
4.1 Socio
– Economic Characteristics of Respondents 27
4.2 Influence
of Toothpaste Size on Consumer Purchase Intention 31
4.3 Impact
of Toothpaste Colour on Consumer Purchase Intention 32
4.4 Effect
of Toothpaste Quality on Consumer Purchase Intention 34
4.5 Effect
of Toothpaste Label on Consumer Purchase Intention 35
4.6 Relationship
between Toothpaste Packaging and Consumer Patronage in
Ikwuano L.G.A.,
Abia State, Nigeria 36
CHAPTER
FIVE
SUMMARY,
CONCLUSION AND RECOMMENDATIONS
5.1 Summary 41
5.2 Conclusion 43
5.3 Recommendations 44
REFERENCES
APPENDIX
LIST OF
FIGURES
Figure 2.1: Constituents of Response
Outputs 19
Figure 3.1: Diagrammatic Representation of the
Sampling Technique 24
Fig. 4.1: Bar chart showing the Brands of Toothpaste patronized by the
respondents
in the study area 30
LIST OF
TABLES
Table 4.1: Summary
of Socio Economic Profile of Respondents 27
Table 4.2: Brands of Toothpaste
Patronized by the respondents in the study area 29
Table 4.3: Pearson Correlation
Coefficient between Product Size and Consumer
Purchase Intention
of Toothpaste in the Study Area 31
Table 4.4: Pearson Correlation
Coefficient between Toothpaste Colour and
Consumer Purchase
Intention in Ikwuano L. G. A., Abia State, Nigeria 32
Table 4.5: Pearson Correlation
Coefficient between Toothpaste Quality and
Consumer Purchase
Intention in the Study Area 34
Table 4.6: Pearson Correlation
Coefficient between Toothpaste Label and Consumer
Purchase Intention
in the Study Area 35
Table 4.7: Multiple Regression Result
for Toothpaste Packaging and Consumer
Patronage in
Ikwuano L.G.A., Abia State, Nigeria 37
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Packaging
can be defined as the container which is necessary to convey a product to the
ultimate consumer, as contrasted with packing (cartons, crates, etc.) that is
required for bulk shipment (Jennifer, 2008). Similarly, packaging is the art of
enclosing or protecting products for distribution, storage, sale which is
bought by the consumer.
The
competitive nature of the business environment has increase the effectiveness
of the role of packaging in projecting the attractiveness and the nature of
consumers purchase intention (Lifu, 2012). This has made it vital for firms to package
their products in a way that will present the uniqueness and the attractiveness
of the product among various competitive products (Jennifer, 2008).
The
need for business and marketing oriented organization to consider the vitality of
the competitive global market also paves the way for continuous re-evaluation
of their packaging attributes. This will help in creating competitive advantage
of the products in the global market. Therefore, packaging can be seen as
driving tool for stimulating and creating impulsive buying behaviour which can
aid in increasing consumer purchase intention.
In
today’s competitive environment, the role of packaging has changed due to
increasing self- service and changing consumer’s lifestyle. Firm’s interest in
the package as a total of sales promotion is growing increasingly. The package
becomes an ultimate selling preposition stimulating impulsive buying behavior, increasing
market share and reducing promotional costs.
The
globalization of the world has made necessary for manufacturers to present their
products in an attractive manner in order not to only differentiate their
products from the competitors’ products but also as an instrument of attraction.
The need to package products also necessitates an edge or competitive advantage
of providing products to the end consumers. It is a well-known fact that one
basic variable for creating consumer attention is packaging. This tool has
helped in projecting the image of products in the global market.
According
to Rundh (2005) package attracts consumer’s attention to particular brands,
enhances its image, and influences consumer’s perceptions about products, thus packaging
a certain product based on your consumer needs, the producer can use labeling
or image description to arouse the interest of the consumer to purchase that
product, when the consumer is moved by the image or label used to package the
product he or she desires or makes a purchase for that product that is needed.
A
consumer is defined as someone who acquires goods or services for direct use or
ownership rather than for resale or use in production and manufacturing. Satisfying
customer wants and needs is all about marketing, and in the course of doing so,
it facilitates the achievement of an organization’s objectives. The objectives
can only be achieved in the market place. A consumer purchase decision/patronage
is a series of choices or judgment made by a consumer prior to making a
purchase that begins once the consumer has established a willingness to buy.
The consumer must then decide where making the purchase, what brand, model, or
size to purchase, when to make the purchase, how much to spend, and what method
of payment will be used, but this decision can only be influenced by the
product package, how different is the product from other brands, thus packaging
affects consumer purchase decision.
Consumer
preferences and patronage are the major issues that should be taken into
account when designing the package for a particular product. In spite of
factors such as new technology or material development, consumer’s choices and
desires are the important elements that drive the marketing process. Emily (2010)
explained that, consumers are the key actors in planning and implementing
packaging of a particular product. He further stated that, the key issue for packaging
design is to understand the consumers.
Toothpaste
is a household consumer product that is often used by many consumers on a daily
basis. Like many other basic goods, the toothpaste market in Nigeria has witnessed
a massive expansion in the last two decades. This is not only due to the
considerable increase in the number of users but also in the multiplication of
new brands on the retail stand. Competitions are now stiffer than ever before
as the market, which used to be dominated by fewer than about 4 (four) brands,
are now flooded with a variety of other local and imported toothpastes.
In
the Nigerian oral care market, the brands of toothpaste include Colgate, Oral
B, Closeup, Pepsodent, Macleans, Sensodyne, MyMy, Dabur, to mention a few; and
these come in different colour variants, sizes, and compositions. Vani et al., (2010) remarked that toothpaste
manufacturers have introduced many varieties of toothpaste with different
ingredients to solve the problems of consumers. The availability of many
competing brands of toothpaste in Abia State, Nigeria has made the competition to be very stiff and this
has also motivated the various toothpaste producers to embark on aggressive sales
promotion techniques to induce the trader (wholesalers and retailers) or other
channel members and consumers to patronize their brand of toothpaste. The
researchers were therefore motivated to assess the effects of product packaging
on consumer patronage of toothpaste in Ikwuano LGA of Abia State, Nigeria.
In
this regards, packaging overall features and appearance can underline the
uniqueness and originality of the toothpaste product. Quality judgments are
largely influenced by the toothpaste characteristics reflected by packaging,
and these play a role in the formation of brand preferences. If the package communicates
high quality, consumers frequently assume that the toothpaste is of high quality.
If the package symbolizes low quality, consumers transfer this “low quality” perception
to the toothpaste itself (Silayoi, 2004). The package becomes the symbol that communicates
favorable or unfavorable implied meaning about the toothpaste which justifies
the end of purchase intention.
To
this end, toothpaste packaging is therefore an essential aspect of projecting their
firm’s brand’s image, which is sometimes designed to convey images of high quality,
while at other times signaling affordable price (Ulrich et al., 2010). Though, toothpaste packaging is the final stage of
actual production, it is perhaps, a very important aspect of production
activities. No doubt, some firms do not bother much about packaging because
they believe once the product is of good quality, consumers will buy. This
belief is sometimes erroneous as poor packaging can dissuade customers from
buying the toothpaste irrespective of its quality (Lifu, 2012). Good and attractive
packaging in the view of Jennifer (2005) may add value to the toothpaste and attract
a trial from customers. However, for the toothpaste to catch the attention of
the customers, it must be tactically packaged in such a way that, at first
sight, it should appeal to the consumer. This will invariably increase
customers patronage of the toothpaste.
This
paper scrutinizes the effects of product packaging on consumer patronage of
toothpaste in Nigeria. This implies that the project is an important step
forward in finding out the impact of product packaging on consumer patronage of
toothpaste in Nigeria. The research is intended to unravel the effect of
Packaging on consumer choice of toothpaste products in Ikwuano Local Government
Area of Abia State, Nigeria.
1.2 Problem Statement
A
poorly packaged product poses serious problem to the salesmen, as it will
require so many explanations to persuade the consumers to purchase the product
(Lifu, 2012).
The
abundance of scientific literature on ‘packaging and consumer patronage’ doesn’t
provide unanimous answer on the effectiveness of packaging as a major
determinant of consumer purchasing parity. This poses a great problem to this
all important thematic issue. Also, diversities of the results in this area
depend not only on research models constructed and methods employed, but on the
context of the research too. Thus, there is the necessity to investigate this
issue in Abia State, using Ikwuano LGA as a case study.
As
long as toothpaste packaging is involved, there is a problem or challenges
militating against toothpaste packaging. This problem exists by some
manufacturing firms of toothpaste. Some manufacturing firms do not obtain the
National Agency for Food and Drug Administration and Control number,
manufacturing date, and expiry date. Some toothpaste package is poorly designed
in such a way that the packaging could not attract, or convert a prospect to become
a customer. Some toothpaste even get damaged mainly on transit, while being convey
from point of production to the point of consumption.
Consumers,
as agreed by Lifu (2012), determine the sales and profits of a firm by their
purchasing decisions and as such their motives and actions determine the
economic viability of the firm. Unfortunately, managers of business firms were
not always concerned with efficient product packaging. There was a time when
firms only focused on sales results with little concern for efficient
toothpaste packaging. Hence, the study of the effects of product packaging on
consumer patronage of toothpaste in Ikwuano Local Government Area of Abia
State, Nigeria.
1.3 Objectives of the Study
The
broad objective of this project is to analyze the effects of product packaging
on consumer patronage of toothpaste in Ikwuano Local Government Area of Abia
State, Nigeria. The specific objectives are to:
i.
examine the influence of
product size on consumer purchase intention;
ii.
examine the impact of
product colour on consumer purchase intention;
iii.
evaluate the effect of
product quality on consumer purchase intention;
iv.
ascertain the effect of labeling
on consumer purchase intention
v.
ascertain the
relationship between toothpaste package design and consumer patronage in the
study area.
1.4 Research Questions
This project will answer the following
questions:
i.
What are the influence of
product size on consumer purchase intention?
ii.
What are the impact of
product colour on consumer purchase intention?
iii.
What are the effect of
product quality on consumer purchase intention?
iv.
What are the effect of labeling
on consumer purchase intention?
v.
What relationship exists between
toothpaste package design and consumer patronage in the study area?
1.5 Research Hypotheses
HO1: There
is no significant relationship between picture quality and customer purchase intention.
HO2: Labeling, colour combination
and picture quality will not jointly and independently predict Consumer Purchase
Intention.
1.6 Justification of the Study
Good
quality product that matches the price often calls for repeated purchase or patronage
from consumers which enable the firm to stay in business. Good and attractive
packaging of products creates market for the firm than its promotional
activity. This is because consumers most times are attracted at first sight to
the packaging style of a product (Terblanche, 2006) and according to Best
(2002), it creates value by helping customers decision making process.
This
project will be of immense value to the producers in the toothpaste industry.
Facts about consumer preferences and attitudes make for better product
planning, marketing and enhanced consumer satisfaction. In advanced economies,
such consumer indicators are useful for defining company policies, as well as
its immediate and distant goals. In other words, such feedbacks enable the firm
to identify their target customers, what their needs are, their preferences,
where, when and how the product is needed and of course, those factors that
motivate a consumer to buy.
This
study will also be of great benefit to those companies seeking to introduce new
products. With the identification of existence or nonexistence of brand loyalty
among consumers and the factors contributing to it, the company can now find
out a suitable unique selling proposition to use and appeal to their desired
target market. This will also enable them decide whether to enter the market
competing with the leaders or be a follower or even nichers in the industry.
Also
to benefit from this study are the advertising agencies, the print and
electronic media whose input in the promotion of those products depends so much
on consumer perception and choice (response).
Finally,
it is also expected that this study will be of immense help to dental health
practitioners. If consumer attitudes as regards brand choice are known, dental
heal;:h workers would be even in better positions to offer useful advice either
to their patients or to the government. The consumers really need some expert
advice for the overall dental health care especially given to such wide variety
of products, many of which are suspected to be substandard.
1.7 Scope of the Study
The
scope of the project focuses on determining the effects of product packaging on
consumer patronage of toothpaste in Ikwuano Local Government Area of Abia
State, Nigeria. Also, the scope of the study encompasses determination of the
degree at which packaging of toothpaste product influences consumers patronage.
The scope of the project also included analyzing the relationship between
packaging and consumer patronage of toothpaste in Ikwuano Local Government Area
of Abia State; and the examination of the effect of poor packaging on consumer
patronage of toothpaste in the study area.
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