Influence of Product Packaging on Consumer Buying Preference

Filed in Mass Communication Project Topics by on October 20, 2020

Influence of Product Packaging on Consumer Buying Preference.

ABSTRACT

The topic of this research work the Influence of Product Packaging on Consumer Buying Preference in Aba Metropolis, Abia State.

This study was carried out to investigate the influence of product packaging, on the purpose of this the question experimental research design was adopted to study consumers towards various product packaging.

The primary data was collected from the respondents using the questionnaire. After a critical analysis of the data collected, the hypothesis was tested using analysis with the aid of statistical product and service solution (SPSS) packaging, and the following hypothesis was realized there is a relationship between product packaging and the consumer buying preference of a product.

Moderating factors to regulate the relationship between packaging and consumer buying preferences of the business firm based on these findings, the following were recommended product packaging should be looked upon as a cost tool or a production problem.

Again products should be a lease with user of their product package so as to enable them to know when there is a need for improvement.

TABLE OF CONTENTS

Title Page

Approval Page

Dedication

Abstract

Table of Content

Chapter One Introduction

  • Background of the Study
  • Statement of Problem
  • Objective of the Study
  • Research Question/Hypothesis
  • Significance of the Study
  • Scope of the Study
  • Operational Functions of Terms

Chapter Two Literature Review

2.1     Introduction

2.2     The Concept of Product

2.2.1  Basic Characteristics of Product

2.2.2  The Role of a Product

2.3     The Concept of Product Packaging as a Marketing Tools

2.4     Importance of Product Packaging as a Marketing Tool

2.5     The Promotion Product Packaging Function

2.5.1  The Promotion Function Power Packaging could be use to give Production favourable

2.5.2  The Protective Function

2.6     Product Requirement

2.6.1  The Distributors Requirement

2.6.2  Consumer Requirement

2.6.3  The Legal Requirements

2.7     Problem of Product Packaging

2.8     Criticisms of product Packaging

2.9     Performance Measures

Chapter Three

3.1     Research Methodology

3.2     Population of the Study

3.4     Sample Size Technology

3.5     Research Instrument

3.6     System of Data Analysis

3.7     Method of Ensuring Validiaty

3.8     Research Design

3.9     Data Collection Method

Chapter Four

4.1     Data Presentation and Analysis

4.2     Questionnaire Administration

Chapter Five

5.1     Summary, Conclusion and recommendation

5.2     Conclusion

5.3     Recommendation

References

Appendix

Questionnaire

INTRODUCTION

Background of the Study

Historically, management has considered product packaging only for the purpose of ascertaining the product and had assigned the role responsibility of the packaging to the production department. However modern marketing managers regard packaging as a supplementary promotional tool for their product.

It has been shown that in the self-service store, it is packaging on a product that does the selling. No wonder it is often regarded as the silent salesman. Product packaging involves enclosing mechanism in a container for marketing display, sanitation convenience in handling and use of safety and preservation.

Since 1978 when folding cartons was discovered the packaging industry has grown expansively with a period of rapid expansion occurring intermittently. The major resolution mechanizing era when mass production teaching were inaugurated and individual sealed product packaging replace bulk merchandise.

The most commonly used product packaging material includes corks, asbestos, rubbers, plastics, papers and several types of strong materials such as lead glass, packaging has gone all the way back to the down of history when primitive societies carry barriers continues packaging primary roles was to hold, protect and transport goods from manufactures to the users of individual goods.

Packaging products therefore keeps a product intact and available to the final consumers in its original states. It protects the quality of the product from physical damage where the traditional purposes.

Kohler (1984:72) defined product packaging as the activities of designing and producing the containers for a product. He added that the container is called packaging and it mighty include there levels the primary that contains the outhits (the secondary that covers the primary container and the tertiary that protects the entire product during haulage).

The type and levels of product packaging adopted depends on the types of product market promotion on the other hand represents all those activities embarked upon the company to communicate the merits of its products and to persuade target customers to buy them.

REFERENCES

Adekunle, A (1982). Psychology of Advertising and Consumers behavior, 1stedition New York. Practice  Hall M C.

Aham  .A. (2002). Research Methodology  in Business and  Social Owerri, Camin Publisher Nigeria.

Baridan D. M. (1988). Research Method in Administration Science, 2nd  edition London

Bush and Hauston (1955). Marketing Strategic Formation , Illonsis, Richard D. Iruin.

Ernest D. (1984). Packaging the South Sense, 2nd edition New York MC –Graw Hill Book Company.

Kolhler  D. (1984). Marketing  Management Analysis Planning and Control, 5thedition illonsis Prentice Hill Inc.

Nworu  G. and  Njoku  C.U  (2008). Qualitative Technology in a Business. 3rdedition Owerri  Ambix  printers.

Olakumari  (1997). Successful Research Theory and Practice Lagos. computer edge publishers.

Udagha   (1995). Principles and Process of Marketing, Enugu J.T.C. Publishers.

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