ABSTRACT

As consumers, we use cosmetic products, clothing, housing, education and services based on a special order. This research is to examine the effect of re-packaging on Consumer Buying Behaviour towards selected Cosmetics products in Abia State. The study adopted a cross-sectional survey design. The study therefore involved a sample size of 100 respondents. Analysis was done using Regression Analysis. Findings indicates that consumers react positively whenever products are newly prepackaged although repackaging involves a high financial outlay. The result of this study further revealed that repackaging has significant effect and positive relation with consumers buying behaviour towards cosmetics products. Based on the findings it is recommended that firms should constantly monitor the life any stage of their products in the market to know the appropriate time to repackage, package should be designed to separate components to better facilitate recycling, before package development, management should take environmental responsibility, applicable environmental and recycling regulations in to consideration and management should ensure that package is not deceptive.

TABLE OF CONTENTS

Title Page i

Declaration ii

Certification iii

Dedication iv

Acknowledgments v

List of Figures vi

List of Tables vii

Table of Contents viii

Abstract x

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study 1

1.2 Statement of the Problem 4

1.3 Objective of the Study 5

1.4 Research Questions 6

1.5 Research Hypotheses 6

1.6 Significance of the Study 7

1.7 Scope of the Study 8

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1.1 Overview of Re-packaging 9

2.1.2 Re-packaging Colour 10

2.1.3 Re-packaging Material Quality 16

2.1.4 Design of wrapper 16

2.1.5 Innovation 16

2.2    Importance of Re-Packaging 16

2.3 Consumer Behaviour 17

2.3.1 Overview of Buying Decision 18

2.4 Overview of Cosmetic Product 19

2.5 Theoretical Framework 21

2.5.1 Consumer Buying Behavior Theory 21

2.5.2 The Theory of Attractive Quality 22

2.5.3 Kotler’s Behaviour Choice Model 23

2.6 Empirical Review 24

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design 27

3.2 Area of Study 27

3.3 Population of the Study 27

3.4 Sampling Techniques and Sample Size 28

3.5 Sources of Data 28

3.6 Validity of Instrument 29

3.7 Reliability of the Instrument 29

3.8 Method of Data Analysis 29

3.9 Model Specification 29

CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA

4.1 Effect of size of re-packaged products on consumers’ patronage of selected cosmetics products in Abia State

4.2 Effect of colour of re-packaged products on consumers’ purchase intention of selected cosmetics products in Abia State

4.3 Effect of re-packaged product design on customer choice of selected cosmetics products in Abia State

4.4 Effect of re-packaged products label on customers’ loyalty of selected cosmetics products in Abia State

CHAPTER FIVE

SUMMARY, CONCLUSION, RECOMMENDATION

5.1 Summary of Findings 36

5.2 Conclusion 37

5.3 Recommendations 37

REFERENCES