ABSTRACT

The study examined packaging as a determinant for consumer patronage of perfumes in Aba Metropolis. The specific objectives were to; determine the effect of product size on consumer patronage of perfumes in Aba Metropolis; examine the effect of product shape on consumer patronage of perfumes in Aba Metropolis; ascertain the effects of name of the perfume on consumer patronage in Aba Metropolis and measure the effect of name of the manufacturer on consumer patronage of perfume in Aba Metropolis. The study adopted survey research design and Random sampling technique. A population of 534,262 populace in Aba South and Aba North were used for the study. Taro Yamane formula were used determine a sample of 400 persons from the population. More so, 366 copies of questionnaire were recouped from the respondents. Primary data sourced from distribution of questionnaire to 400 persons above 18years in Aba Metropolis Aba Abia State were used for the study. A test-re-test was conducted to ensure validity and reliability of the data. The data were presented using frequency and percentage. The hypotheses were tested using multiple regression model (SPSS). The descriptive result shows that 61.8% and 57.9% of the respondents strongly agree that Starline perfume product attract your patronage and medium/moderate size of perfume product affects your purchase decision respectively. The empirical result revealed that Size of perfume, Modification in shape of perfume and labelling have positive and significant implication on consumer patronage for perfume in Aba Metropolis in Abia State. However, brand name has no significant effect on consumer patronage; we accepted null hypothesis and reject alternative. It was recommended that Marketing unit in Staline needs to pay proper attention to reliable and attractive packaging elements through setting of packaging standard and implementation of strategy to ensure proper protection and promotion of a product.. 

TABLE OF CONTENTS

Title Page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of Contents vi

List of Tables vii

Abstract viii

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study 1

1.2 Statement of the Problem 3

1.3 Objectives of the Study 4

1.4 Research Questions 5

1.5 Research Hypotheses 5

1.6 Significance of the Study 6

1.7 Scope of Studies 6

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Conceptual Framework 8

2.1.1 Concept of Packaging 8

2.1.2. Effect of Size and Shape on Consumer Purchase Decision 10

2.1.3. Effect of Brand Name on Consumer Purchase Behaviour 11

2.1.4. Effect of Design and Colour of Packaging on Consumer Purchase Decision: 12

2.1.5 The Effect of Labelling on Consumer Purchase Decision 14

2.1.6 The Role of Packaging on Consumer Behaviour 15

2.1.7 Impact of Packaging on Consumers’ Purchase Intention 18

2.1.8 Packaging as a tool for Consumer Preference 19

2.1.9. Effect of Brand Name on Brand Preference 20

2.1.10 Element of Packaging 22

2.2 Theoretical Framework 24

2.2.1The Generic Theoryof Buying Behaviour 24

2.2.2 Theory of Planned Behaviour by Ajzen (1991) 24

2.2.3 Reason Advance Theory 25

2.3 Empirical Review 26

2.4 Summary of Related literature 29

2.5 Gap of the Literature 29

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research design 32

3.2 Source of Data Collection 32

3.3 Population of the study 32

3.4 Sample Size Determination 33

3.4.1 Method of Data collection 33

3.4.2 Sampling Techniques 33

3.5 Validity and Reliability of Research Instrument 33

3.5.1 Validity Test 33

3.5.2 Reliability Test 34

3.6 Method of Data Analysis 34

3.7Scope/Area of the Study 35

CHAPTER FOUR

DATA PRESENTATION AND ANALYSES

4.0 Introduction 36

4.1 Rate of Return Questionnaire 36

4.1.2Demographic Characteristics of the Respondents 37

4.2 Presentation of Data 39

4.2.2Frequency in consumption of Starline Nigeria Limited perfume. 39

4.2.1.Effect of Product Size on Consumer Patronage of Perfumes 39

4.3 Test of Hypotheses 42

4.4 Discussion of Results 44

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Findings 45

5.2. Conclusion 46

5.3. Recommendations 47

REFERENCES 49

APPENDIX 58