ABSTRACT

The study examined the effect of packaging on consumer patronage of Saclux Paint Nigeria Limited Umuahia, Abia State. The specific objectives are to determine the influence of colour as a component of packaging on consumer patronage of Saclux Paint product; determine the influence of size as a component of packaging on consumer patronage of Saclux Paint product; determine the influence of wrapper as a component of packaging on consumer patronage of Saclux Paint product; determine the influence of shape as a component of packaging on consumer patronage of Saclux Paint product and to determine the influence of label as a component of packaging on consumer patronage of Saclux Paint product. The study adopted survey research design and simple random sampling technique. A population of the study comprises of 189,230 customers and consumers of Saclux Paint Nigeria Limited Umuahia, Abia State. Taro Yamane formula were used to determine a sample of 399 from the population. However, among the 399 copies of questionnaire distributed, 369 questionnaire were recouped which form the sample of the study. Primary data sourced from distribution of questionnaire to the staff of Saclux Paint Nigeria Limited Umuahia, Abia State. A test-re-test were conducted to ensure validity and reliability of the data. The data were presented using simple percentage, frequency and 5point Likert scale and tested using multiple regression model (SPSS). The empirical findings revealed that colour of the product, size of the product, wrapper of the product, shape of the product and label of the product package have a positive and significant effect on consumer patronage in Saclux Paint Nigeria Limited Umuahia Abia State. It was recommended that the management of the studied organization should devise appropriate strategic measures for the adoption of lucrative packaging attributes in order to attract consumer patronage and loyalty. This will help the organization to again more competitive advantage.

TABLE OF CONTENT

Title page i

Dedication ii

Acknowledgement iii

Declaration

Certification

Table of Content vi

List of Tables

Abstract ix

CHAPTER ONE: INTRODUCTION

1.1.1 Background of the Study 1

1.2 Statement of the Problem 4

1.3 Objectives of the Study 5

1.4 Research Questions 6

1.5 Research Hypothesis 6

1.6 Significance of the Study 7

1.7 Scope of the Study 7

1.8 Limitation of the Study 8

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 CONCEPTUAL FRAMEWORK 9

2.1.1 Concept of Packaging 9

2.1.2 Effects of Packaging Elements on Consumers Purchase Intentions 13

2.1.3 The Role of Packaging on Consumer Behaviour 17

2.1.4 Impact of Packaging on Consumers’ Purchase Intention 21

2.1.5 Packaging as a tool for Consumer Preference 22

2.2 Theoretical Background 24

2.2.1 Theory of Color 24

2.2.2 Theory of Packaging 25

2.2.3 The Theory of Attractive Quality 26

2.3 Empirical Review 27

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Research Design 28

3.2 Area of Study 28

3.3 Population of the Study 29

3.4 Sample Size Determination 29

3.5 Sampling Technique 30

3.6 Source of Data 30

3.7 Method of Data Collection 30 

3.8 Validity of the Study 30

3.9 Reliability of the Study 31

3.10 Method of Data Analysis 31 

3.11 Model Specification 31

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.0 Introduction 33

4.1 Rate of return questionnaire 33 

4.1.2. Socio-economic characteristics of the respondents 34

4.2 Data Presentation 37

4.3 Test of Hypotheses 42 

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

5.1 Summary of Findings 45 

5.2 Conclusion 46 

5.3 Recommendations 47

REFERENCES

LIST OF TABLES

4.1 Return of distributed questionnaires from the respondents 32

4.2 Socioeconomic profile of staff of Saclux Paint Nigeria Limited Umuahia, Abia State 33

4.3: On the influence of colour of product on consumer patronage 37

4.4: On the basis of influence of size of the product on consumer patronage 38

4.5: On the basis of influence of wrapper of the product on consumer patronage 39

4.6: On the basis of influence of shape of product on consumer patronage 39

4.7: On the basis of influence of label of product on consumer patronage 40

4.8 Multiple Regression Result on effect of packaging on consumer patronage in Saclux

Paint Nigeria Limited 42