ABSTRACT

This study investigated the effect of product packaging on consumer patronage, studying toothpaste users in Abia State. Its objectives were to ascertain the degree, to which package colour, package label, package instructions and package materials affect patronage of various toothpaste brand as well as rank these variables. A survey research design was adopted for this study. primary and secondary data were used. The primary data constituted a questionnaire, which was administered to 400 respondents (sample size) as against a population of 359, 230. The secondary data encompassed the use of newspapers, journals, internet, textbooks etc. Using the non-probability sampling technique 400 respondents were selected. Simple regression analysis and test retest were used to test the hypotheses that were generated for the study at 0.05 level of significance. The findings show that more females used toothpastes than male. Also, packaging instruction was ranked first and rated at 3.94 (very high), followed by packaged material rated 3.91 (very high) then package colour and label each rated at 3.58 (high), using the relative mean score of the 5 points Likert Scale. The study also revealed that there is a significant relationship between package label, package colour, package material, package instruction and consumer patronage. The researcher adduced that packaging attracts consumers patronage especially for new products. Hence, manufacturers must pay attention to product package so that the products can sell itself even on a shelf. Therefore, attention must to be paid to package instructions (warranty, customer care line, nutritional composition, expiry date). Since most consumers look out on this to make choice at a satisfied value. However, government agencies must work to avert misleading information on packages.        

TABLE OF CONTENTS

Title - - - - - - - - - - - i

Certification - - - - - - - - - ii

Approval page - - - - - - - - - iii

Dedication - - - - - - - - - - iv

Acknowledgements - - - - - - - - v

Table of content - - - - - - - - - vi

List of tables - - - - - - - - - vii

Abstract - - - - - - - - - - - viii

CHAPTER ONE

1.0 INTRODUCTION - - - - - - - - 1

1.1 Background of Study - - - - - - - 1

1.2 Problem Statement - - - - - - - 4

1.3 Objective of the Study - - - - - - - 4

1.4 Research Questions - - - - - - - 5

1.5 Research Hypotheses - - - - - - - 6

1.6 Significance of the Study - - - - - - 7

1.7 Scope of the Study - - - - - - 7

1.8 Operational definition of terms - - - - - 8

CHAPTER TWO

2.0 REVIEW OF RELATED LITERATURE - - - - 9 

2.1 The concept of Product - - - - - - 9

2.2 PACKAGING AND ITS FUNCTIONS - - - - - 10

2.2.1 FUNCTIONS OF PACKAGING - - - - - 13

2.3 CONSUMER PATRONAGE AND ITS VARIABLE - - - 15

2.4 THEORETICAL REVIEW - - - - 16

2.5 CONCEPTUAL FRAMEWORK - - - - 19

2.6 Empirical Study - - - - - 22

2.7 Summary of literature - - - - - 24

2.8 Gaps in Literature - - - - 25

CHAPTER THREE

3.0 RESEARCH METHODOLOGY - - - - 26

3.1 Research Design - - - - - - 26

3.2 Study Area - - - - - - - - 26

3.3 Sources of Data collection - - - - - 27

3.4 Population of Study - - - - - 27

3.5 Determination of Sample Size - - - - - - 28

3.6 Research Instrument - - - - - - 29

3.6.1 Administration of Instrument - - - - - - 30

3.7 Sampling Technique - - - - - - 30

3.8 Validity of the instrument - - - - - - 30

3.9 Reliability of the instrument - - - - - - 31

3.10 Method of Data Analysis - - - - - - 31

3.10.1 Model Specification - - - - - - 31

CHAPTER FOUR

4.0 PRESENTATION AND ANALYSIS OF DATA - - - 33

4.1 Distribution of Questionnaire and rate of return - - - 33

4.1.3 General Demographic of Respondents - - 34

4.1.4 Respondents Assessment whether packaging determined their purchase decision

4.1.5 Respondents Assessment of those that use toothpaste - - 37

4.1.5 Respondents Ranking of factors influencing patronage of a brand of toothpaste

4.1.7 Response to key components of hypothetical variables - 39

4.2 Test of Hypotheses - - 40

4.2.1 Testing of Hypotheses - - 41 

CHAPTER FIVE

5.0 SUMMARY, CONCLUSION AND RECOMMENDATIONS - - 46

5.1 Summary - - - - 46

5.2 Conclusion - - - - 47

5.3 Recommendations - - - - 48

REFERENCES

APPENDIX

QUESTIONNAIRE