Effect Of Packaging On Consumer Buying Behaviour On Selected Cosmetics Products In Aba, Abia State Nigeria (Study Of Pz Industries)

ABSTRACT 

This study seeks to examine the effect of Packaging on Consumer Buying Behavior of selected Cosmetics products in Aba, Abia State with particular interest in context of PZ Cussons Plc, in a bid to achieve the set objectives the researcher constructed a well-structured questionnaire. The researcher made use of primary data and adopted random sampling techniques. Base on the finding made by the researcher, the cosmetics manufacturers should design their package in such a way that it adds considerable value in influencing consumers’ perception and purchasing decisions in the retail environment. Also the quality of the labelling and packaging and appearance of product should be improved, and graphics, information and words chosen to be put on the package should be well crafted. 

TABLE OF CONTENTS

Title Page ﾿ i

Declaration ﾿ ii

Certification ﾿

Dedication ﾿

Acknowledgments ﾿ v

List of Figures ﾿ vi

List of Tables ﾿

Table of Contents ﾿ viii

Abstract ﾿ x

CHAPTER 1

INTRODUCTION

1.2 ﾿       Background to the Study ﾿ 1

1.3 ﾿     ﾿ Statement of Research Problem ﾿ 3

1.4 ﾿       Objective of the Study ﾿ 4

1.5 ﾿       Research Questions ﾿

1.6 ﾿       ﾿ Research Hypotheses ﾿

1.6       Significance of the Study ﾿ 6

1.7       Scope of the Study ﾿

CHAPTER 2

REVIEW OF RELATED LITERATURE

2.1.1 ﾿ Overview of Packaging ﾿ 9

2.1.2    Packaging Color ﾿ 11

2.1.3    Packaging Material Quality ﾿ 15

2.1.4    Design of wrapper ﾿ 15

2.1.5    Innovation ﾿ 15

2.2       Importance of Packaging ﾿ 15

2.3       Consumer Behaviour ﾿ 16

2.3.1    Overview of Buying Decision ﾿ 17

2.4       Brief History of Pz Paterson Zochonis Plc ﾿ 18

2.5       Overview of Cosmetics Product ﾿ 20

2.6       Theoretical Framework ﾿ 22

2.6.1    Consumer Buying Behaviour Theory ﾿ 23

2.6.2    The Theory of Attractive Quality ﾿ 24

2.6.3    Kotler’s Behaviour Choice Model ﾿ 24

2.7       Empirical Review ﾿

2.8       Summary of Literature ﾿

CHAPTER 3

RESEARCH METHODOLOGY

3.1 ﾿ Research Design ﾿

3.2 ﾿ Area of Study ﾿

3.3 ﾿ Population of the Study ﾿

3.4 ﾿ Sampling Techniques and Sample Size ﾿

3.4.1    Sample Size ﾿

3.5 ﾿ Validity of Instrument ﾿

3.5.1 ﾿ Reliability of the Instrument ﾿

3.6 ﾿ Sources of Data Collection ﾿

3.7 ﾿ Method of Data Analysis ﾿

3.7.1 ﾿ Model Specification ﾿

CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA

4.1 ﾿ To investigate the extent to which consumers are motivated to purchase cosmetics products ﾿

4.2 ﾿ To investigate the extent to which packaging increases consumers satisfaction for cosmetics products ﾿

4.3 ﾿ To ascertain the extent at which packaging influences consumers perception and preferences for cosmetics products 

4.4 ﾿ To investigate the extent to which packaging increases frequency of product patronage  ﾿

4.5 ﾿ To determine the effect of Packaging elements (colour, quality, wrapper design) and packaging innovation on consumer purchase behaviour

CHAPTER 5

SUMMARY, CONCLUSION, RECOMMENDATION

5.1 ﾿ Summary of Findings ﾿

5.2 ﾿ Conclusions ﾿

5.3 ﾿ Recommendations ﾿

REFERENCES 

APPENDIX ﾿

QUESTIONNAIRE