Effect Of Packaging For Consumer Preference For Noodles In Umuahia, Abia State

ABSTRACT

The study investigated the effect of packaging on consumer preference for noodles in Umuahia. The objectives of the study are; to examine the effect of packaging name on consumer preference for noodles, to examine the effect of packaging size on consumer preference for noodles and to examine the effect of packaging colour on consumer preference for noodles. To achieve the objectives of the study, correlational research design was adopted. The researcher adopted primary data in getting the required information. Out of 399 questionnaires issued to the respondents, 270 representing 67% were carefully filled and returned. In testing the hypothesis, Ordinary Least Square Regression Techniques was used. The major findings reviewed that Packaging name has a significant effect on consumer preference for noodles. The findings further reviewed that packaging size has a significant effect on consumer preference for noodles. The findings also reviewed that packaging colour has a significant effect on consumer preference for noodles. The researcher also recommends that marketing and business should be pay the proper attention toward the good packaging. The researcher recommends that marketers of an industry should not consider the packaging as the solely factor for the success of any product, therefore, they should also take up other important factors of the marketing while they are launching new products or revitalize old products.

TABLE OF CONTENTS

Title ﾿ Page 

Title Page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Table of Contents ﾿ vi

List of Tables ﾿ ix

Abstract ﾿ x

CHAPTER ONE

INTRODUCTION

1.1 ﾿ Background of the Study ﾿ 1

1.2 ﾿ Statement of   the Problem ﾿ 2

1.3 ﾿ Objectives of the Study ﾿ 3

1.4 ﾿ Research Questions ﾿ 3

1.5 ﾿ Research Hypotheses ﾿ 3

1.6 ﾿ Significance of the Study ﾿ 4

1.7 ﾿ Scope of the Study ﾿ 4

CHAPTER TWO

2.0 ﾿ REVIEW OF RELATED LITERATURE ﾿ 5

2.1 ﾿ Conceptual framework ﾿ 5

2.1.1 ﾿ Design of Packaging: ﾿ 9

2.1.2 ﾿ Colour and Innovation of Packaging: ﾿ 9

2.1.3 ﾿ Information specified on Packaging: ﾿ 10

2.1.4 ﾿ Purchase Intention ﾿ 10

2.1.5 ﾿ Element of packaging ﾿ 12

2.1.6 ﾿ The Role of Packaging on Consumer Behaviour ﾿ 14

2.1.7 ﾿ Impact of Packaging on Consumers’ Purchase Intention ﾿ 13

2.1.8 ﾿ Packaging as a tool for preference ﾿ 17

2.1.9 Protection of products and consumer ﾿ 18

2.1.10 ﾿ Promotion of Products ﾿ 19

2.1.11 Packaging and perceived quality ﾿ 20

2.1.12 Packaging and brand preference ﾿ 20

2.1.13 Perceived value ﾿ 21

2.1.14 ﾿ The relationship between perceived quality, perceived value and 

brand preference ﾿ 21

2.1.15 Facilitation of storage, use, and convenience of products ﾿ 22

2.2 ﾿ Effect of Packaging Name on consumer preference ﾿ 23

2.3. ﾿ Effect of Packaging Colour on Consumer Preference ﾿ 24

2.4. ﾿ Effect of Packaging Shape on  Consumer Preference ﾿ 27

2.5 ﾿ Theoretical framework ﾿ 28

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 ﾿ Research Design ﾿ 30

3.2 ﾿ Area of the Study ﾿ 30

3.3 ﾿ Source of Data and Method of Collection ﾿ 30

3.4 ﾿ Population of the Study ﾿ 31

3.5 ﾿ Sampling Procedure and Sample Size ﾿ 31

3.6 ﾿ Validity of the Instrument ﾿ 32

3.7 ﾿ Reliability of the Instrument ﾿ 32

3.8. ﾿ Method of Data Analysis ﾿ 32

3.9 ﾿ Model Specification ﾿ 32

CHAPTER FOUR

DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS

4.1 ﾿ Data presentation ﾿ 34

4.2 ﾿ Test of Hypotheses ﾿ 40

4.3 ﾿ Discussion of Findings ﾿ 44

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 ﾿ Summary of Findings ﾿ 46

5.2 ﾿ Conclusion ﾿ 46

5.3 ﾿ Recommendations ﾿ 47

References ﾿ 48

Appendix