ABSTRACT 

This study seeks to examine the effect of Packaging on Consumer Buying Behavior of selected Cosmetics products in Aba, Abia State with particular interest in context of PZ Cussons Plc, in a bid to achieve the set objectives the researcher constructed a well-structured questionnaire. The researcher made use of primary data and adopted random sampling techniques. Base on the finding made by the researcher, the cosmetics manufacturers should design their package in such a way that it adds considerable value in influencing consumers’ perception and purchasing decisions in the retail environment. Also the quality of the labelling and packaging and appearance of product should be improved, and graphics, information and words chosen to be put on the package should be well crafted. 

TABLE OF CONTENTS

Title Page i

Declaration ii

Certification

Dedication

Acknowledgments v

List of Figures vi

List of Tables

Table of Contents viii

Abstract x

CHAPTER 1

INTRODUCTION

1.2       Background to the Study 1

1.3     Statement of Research Problem 3

1.4       Objective of the Study 4

1.5       Research Questions

1.6       Research Hypotheses

1.6       Significance of the Study 6

1.7       Scope of the Study

CHAPTER 2

REVIEW OF RELATED LITERATURE

2.1.1 Overview of Packaging 9

2.1.2    Packaging Color 11

2.1.3    Packaging Material Quality 15

2.1.4    Design of wrapper 15

2.1.5    Innovation 15

2.2       Importance of Packaging 15

2.3       Consumer Behaviour 16

2.3.1    Overview of Buying Decision 17

2.4       Brief History of Pz Paterson Zochonis Plc 18

2.5       Overview of Cosmetics Product 20

2.6       Theoretical Framework 22

2.6.1    Consumer Buying Behaviour Theory 23

2.6.2    The Theory of Attractive Quality 24

2.6.3    Kotler’s Behaviour Choice Model 24

2.7       Empirical Review

2.8       Summary of Literature

CHAPTER 3

RESEARCH METHODOLOGY

3.1 Research Design

3.2 Area of Study

3.3 Population of the Study

3.4 Sampling Techniques and Sample Size

3.4.1    Sample Size

3.5 Validity of Instrument

3.5.1 Reliability of the Instrument

3.6 Sources of Data Collection

3.7 Method of Data Analysis

3.7.1 Model Specification

CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA

4.1 To investigate the extent to which consumers are motivated to purchase cosmetics products

4.2 To investigate the extent to which packaging increases consumers satisfaction for cosmetics products

4.3 To ascertain the extent at which packaging influences consumers perception and preferences for cosmetics products 

4.4 To investigate the extent to which packaging increases frequency of product patronage 

4.5 To determine the effect of Packaging elements (colour, quality, wrapper design) and packaging innovation on consumer purchase behaviour

CHAPTER 5

SUMMARY, CONCLUSION, RECOMMENDATION

5.1 Summary of Findings

5.2 Conclusions

5.3 Recommendations

REFERENCES 

APPENDIX

QUESTIONNAIRE