ABSTRACT
The study examined packaging as a determinant for consumer patronage of perfumes in Aba Metropolis. The specific objectives were to; determine the effect of product size on consumer patronage of perfumes in Aba Metropolis; examine the effect of product shape on consumer patronage of perfumes in Aba Metropolis; ascertain the effects of name of the perfume on consumer patronage in Aba Metropolis and measure the effect of name of the manufacturer on consumer patronage of perfume in Aba Metropolis. The study adopted survey research design and Random sampling technique. A population of 534,262 populace in Aba South and Aba North were used for the study. Taro Yamane formula were used determine a sample of 400 persons from the population. More so, 366 copies of questionnaire were recouped from the respondents. Primary data sourced from distribution of questionnaire to 400 persons above 18years in Aba Metropolis Aba Abia State were used for the study. A test-re-test was conducted to ensure validity and reliability of the data. The data were presented using frequency and percentage. The hypotheses were tested using multiple regression model (SPSS). The descriptive result shows that 61.8% and 57.9% of the respondents strongly agree that Starline perfume product attract your patronage and medium/moderate size of perfume product affects your purchase decision respectively. The empirical result revealed that Size of perfume, Modification in shape of perfume and labelling have positive and significant implication on consumer patronage for perfume in Aba Metropolis in Abia State. However, brand name has no significant effect on consumer patronage; we accepted null hypothesis and reject alternative. It was recommended that Marketing unit in Staline needs to pay proper attention to reliable and attractive packaging elements through setting of packaging standard and implementation of strategy to ensure proper protection and promotion of a product..
TABLE
OF CONTENTS
Title
Page i
Declaration ii
Certification iii
Dedication iv
Acknowledgement v
Table
of Contents vi
List
of Tables vii
Abstract viii
CHAPTER ONE
INTRODUCTION
1.1 Background of the
Study 1
1.2
Statement of the Problem 3
1.3
Objectives of the Study 4
1.4
Research Questions 5
1.5
Research Hypotheses 5
1.6 Significance of the
Study 6
1.7 Scope of Studies 6
CHAPTER TWO
REVIEW
OF RELATED LITERATURE
2.1
Conceptual Framework 8
2.1.1
Concept of Packaging 8
2.1.2.
Effect of Size and Shape on Consumer Purchase Decision 10
2.1.3.
Effect of Brand Name on Consumer Purchase Behaviour 11
2.1.4.
Effect of Design and Colour of Packaging on Consumer Purchase Decision: 12
2.1.5
The Effect of Labelling on Consumer Purchase Decision 14
2.1.6
The Role of Packaging on Consumer Behaviour 15
2.1.7
Impact of Packaging on Consumers’ Purchase Intention 18
2.1.8
Packaging as a tool for Consumer Preference 19
2.1.9.
Effect of Brand Name on Brand Preference 20
2.1.10
Element of Packaging 22
2.2
Theoretical Framework 24
2.2.1The Generic
Theoryof Buying Behaviour 24
2.2.2
Theory of Planned Behaviour by Ajzen (1991) 24
2.2.3
Reason
Advance Theory 25
2.3
Empirical Review 26
2.4 Summary of Related literature 29
2.5 Gap of the Literature 29
CHAPTER
THREE
RESEARCH
METHODOLOGY
3.1 Research design 32
3.2
Source of Data Collection 32
3.3 Population of the study 32
3.4 Sample Size Determination 33
3.4.1
Method of Data collection 33
3.4.2
Sampling Techniques 33
3.5
Validity and Reliability of Research Instrument 33
3.5.1
Validity Test 33
3.5.2
Reliability Test 34
3.6
Method of Data Analysis 34
3.7Scope/Area of the Study 35
CHAPTER
FOUR
DATA
PRESENTATION AND ANALYSES
4.0
Introduction 36
4.1 Rate
of Return Questionnaire 36
4.1.2Demographic
Characteristics of the Respondents 37
4.2
Presentation of Data 39
4.2.2Frequency
in consumption of Starline Nigeria Limited perfume. 39
4.2.1.Effect
of Product Size on Consumer Patronage of Perfumes 39
4.3 Test of Hypotheses 42
4.4
Discussion of Results 44
CHAPTER
FIVE
SUMMARY
OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.1
Summary of Findings 45
5.2.
Conclusion 46
5.3.
Recommendations 47
REFERENCES 49
APPENDIX
58
LIST
OF TABLES
Table
4.1: Return of Distributed Questionnaire from the Respondents 34
Table
4.2: Socioeconomic Characteristics of the Respondents 35
Table
4.3: Frequency in Consumption of Starline Nigeria Limited Perfume 37
Table
4.4: Effect of Product Size on Consumer Patronage of Perfumes 37
Table
4.5: Effect of Product Shape on Consumer Patronage of Perfumes 38
Table
4.6: Effect of Name of the Perfume on Consumer Patronage 39
Table
4.7: Effect of Name of the Manufacturer on Consumer Patronage of Perfume 40
Table
4.8: From the Stated Hypotheses and Model, we specify multiple regression 41
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
In
the ever increasing competition of today's global market effective product
promotion is crucial; and product packaging has come to play a more important
role as a brand communication vehicle in the fast moving consumer goods like
cosmetics (Armstrong, 2009). Thus, most consumer products are packaged through
visual and verbal packing elements in order to attract consumer patronage. Packaging
performs various significant roles which include protecting a product from any
sort of damages, offering information about the products, quality and how to the
product (Rundh, 2012). In today’s global world virtually all goods manufactured
or processed require packaging at some point of their production or
distribution. Packaging decisions form part of total marketing strategy because
since it influences consumers’ purchase decision and usage for a particular
product(Burke, 2011).
Packaging can be defined as the attractive outlook
which convey both visual and verbal information to the consumer and also a container
or wrapper which is necessary to convey a product to the ultimate consumer.Packaging
in modern terms is used to identify, describe, protect, display, promote and
otherwise make the product marketable (Okpara, 2009).
Packaging
plays a multi dynamic function in making a product attractive and captivating
to the sight of its potential customers, which in turn enables each customer
identify the basic features of the brand due based on its packaging elements
(Rundh, 2015). Thus, packagingelements affect the emotions of a consumers and
then transmits information whichenable him make purchase decision.Most consumers are moved by a products packaging
elements, which is (color, shape, size, design used, name of the product,name
of the manufacturer, and other definite contained in the label. Now for a
product to travel safely through the channels of distribution it must have at
least the minimum protection offered by the company through the use of
containers and other packaging elements.
The
significant influence of visual and verbal packaging elements on purchase
decisions have been acknowledged as the elements which are in first seen
attract consumers’ attention before they make their purchase decision. It is
widely recognized that over 70% of purchasing decisions are made at the shelf,
or point of purchase (Dan, 2011). This decision, however is basically a
function of what is seen, heard and perceived. Thus, both visual and verbal
packaging are often the first impression consumers obtain from the product
before making an actual purchase and this is done through a number of
processes. They draw attention to the brand, conveys the products’ attributes,
reinforces the perception of the consumers and generate hedonic and sensory
expectations as well as enhancing quality judgements (Reis, 2015).
Packaging
also plays a significant role in product positioning. Package shape, size and
consumer perceptions can be the determining factors in point-of-purchase
decisions which characterize the majority of shopping occasions; as marketing
environment has become increasingly complex and competitive. A product’s
packaging is something which all buyers experience and which has strong
potential to engage the majority of the target market. This makes it an
extremely powerful and unique tool in the modern marketing environment.
Packaging can as well be seen as aninstrument for differentiation which
helps consumers to make purchase decision from wide range of parallel products
as it stimulates customer’s buying behavior (Ahmed, Vishnu and Muhammad,
2014).
Consequently,
packaging is a very important marketing strategy to attract the consumer’s
attention. Sometimes packaging is so important that it costs more than the
product itself in order to lure the consumers to buy it (Soroka, 2012). Diana
(2014) opined that most consumers judge a product by its packaging before
buying. It is therefore, logical to say that attractive packaging is crucial in
order to get the first time buyers to buy a product and remain loyal.
1.2 Statement of the
Problem
Although, the use of packaging
has become a useful tool that help marketers to capture customer attention and
gain competitive advantage over competitors. And effective packaging
is one among other factors that attract customers to cosmetics but most of the
organizations, marketers, and sellers find it difficult to choose the
appropriate product name, size, colour, shapes and design which has inverse
effect on consumer purchase decision making and patronage. Also the use of packaging by most organizations specifically to
induce sales has created negative effects in the minds of customers because, irrespective
of the product quality such intention allows customers to doubt the quality of
the product since emphasis is made more on the physical appearance of a product
than the contents which makes up the product. This invariably resulted into low
sales, turnover and low profit maximization (Taiye, Ogunnaike, Dirisu and Onochie, 2015).
It is believed that the first thing consumers see
before making a purchase is packaging which encompasses product name, shapes,
size, colour, labeling, and design. It is true that these components
significantly induce purchases(Okpara, 2009). Furthermore, information which holds powerful influence on
consumer purchase decision may result to wrong purchase as
consumers consider the reliability of the information on the pack of a product
before purchase.Thus, it
could be that most packaged products carry unreliable information just with the
aim of maximizing profits.Critics of business allege that some
package designs are misleading, perhaps deliberately so. Most people feels that
the great variety of package designs makes it difficult for consumers to make
value comparisons easily (Chaneta, 2012).
Packaging
has also been criticized from the environment perspective. Specific concerns
imply that packaging causes environmental pollution and it depletes our natural
resources. Packaging is also expensive particularly for firms with low capital
base. Moreover, health hazard occur from some forms of plastic packaging and
some aerosol cans used by firms mostly by cosmetics companies. Others feel that
packaging is deceptive as consumers are often presented with difficulty when
making purchase decision as a result of the excessive products that have
dominated the business environment (Donald, 2012). Also, evidence has shown that
packaging contribute to or generates solid waste disposal problem (Chaneta,
2012).
Organizations
now engage in packaging and repackaging of their products making it difficult
for consumers to make choices among different competing products. This however,
has lead most consumers to consistently purchase the wrong product because of
its attractive packaging. Also, organizations spend a lot of money on packaging,
in trying to differentiate their products from competitors. As a result, firms spend
more than their actual budgets as such leading to low returns at the end of the
financial year. It is against this background that this study seeks to examine
the packaging as a determinant for consumer patronage of perfumes in Aba
Metropolis with Starline Nigeria Limited products as case study.
1.3 Objectives of the
Study
The
main objective of the study is to examine packaging as a determinant for consumer
patronage of perfumes in Aba Metropolis. The specific objectives are, to;
i.
Determine the effect of product size on
consumer patronage of perfumes in Aba Metropolis;
ii.
Examine the effect of product shape on consumer
patronage of perfumes in Aba Metropolis;
iii.
Ascertain the effects of brand name on consumer
patronage of perfumein Aba Metropolis;
iv.
Measure the effect of labelling on consumer
patronage of perfume in Aba Metropolis.
1.4 Research Questions
1.
How does product size of perfume affect
consumer patronage of perfumes in Aba Metropolis?
2.
How does shape of perfume affect consumer
patronage of perfumes in Aba Metropolis?
3.
How does brand name affect consumer
patronage of perfume in Aba Metropolis?
4.
How does labelling affect consumer
patronage of perfume in Aba Metropolis?
1.5 Research Hypotheses
The
following hypotheses are stated in null form for the study:
H01: Package
size of perfume has no significant effect on consumer patronage for perfume in
Aba Metropolis.
H02:
Package shape of perfume has no significant effect on patronage of perfumes in
Aba Metropolis.
H03: Brand
name has no significant effect on patronage of perfume in Aba Metropolis.
H04: Labelling
has no significant effect on patronage of perfume in Aba Metropolis.
1.6 Significance of the Study
The
findings and recommendations of the study will benefit the following groups;
Management, Marketers, Consumers, Policy makers and economic planners and
researchers.
To management of Starline Nigerian
Limited; the findings and recommendations of the study will
guide management of the studied organization to pay more attention to both
visual and verbal packaging elements. Since customers or users of cosmetics
products makes their decision first at the point of sight before considering
whether to make purchase decision and exhibit repeat purchases. The findings of
the study will further help the organization appropriately apply the right
packaging as evidence has shown that packaging induces sales and significantly
and positively affects the sales volume of organization.
To marketers;
the study will enable marketers understand how various packaging concept could
be harnessed to inspire consumers patronage on cosmetics product in other to
increase the profit level of the organization. Also the significance of the
study will expresses itself by being a helpful tool for marketers, designers
and retailers of cosmetics (perfumes) to direct marketing campaigns through
inspiring packaging concept (visual and verbal).
To policy makers or decision maker
in the company; the study will be of great benefit in the sense that it will
give room for several recommendations which will allow the usage of packaging
to influence sales.
Researchers and students interested
in a similar field of study in future will find this work useful conceptual
guide and reference material.
1.7
Scope of the study
The
research work focused onpackaging as a determinant for consumer patronage of
perfumes in Aba Metropolis with Starline Nigerian Limited products in focus.Geographically,
the study will be conducted in Aba Metropolis in Abia State. Aba metropolis is
the commercial nerve centre of Abia state. It is situated on latitude 5°07’N
and longitude 7° 22’E, covering an area of about 2.458KM 2 (ABSG, 2007). Aba
metropolis is made up of two local government areas (LGAs) comprising Aba South
and Aba North LGAs with a total population of over 534,262 persons (NPC, 2006).
Aba christened “Enyimba” city, is one of the most densely populated towns in
the South Eastern part of Nigeria. And as such most of the companies in the
country have their factor base and branches in the town.
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