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