EFFECT OF PACKAGING ON CONSUMER PATRONAGE OF SACLUX PAINT NIGERIA LIMITED UMUAHIA, ABIA STATE

ABSTRACT

The study examined the effect of packaging on consumer patronage of Saclux Paint Nigeria Limited Umuahia, Abia State. The specific objectives are to determine the influence of colour as a component of packaging on consumer patronage of Saclux Paint product; determine the influence of size as a component of packaging on consumer patronage of Saclux Paint product; determine the influence of wrapper as a component of packaging on consumer patronage of Saclux Paint product; determine the influence of shape as a component of packaging on consumer patronage of Saclux Paint product and to determine the influence of label as a component of packaging on consumer patronage of Saclux Paint product. The study adopted survey research design and simple random sampling technique. A population of the study comprises of 189,230 customers and consumers of Saclux Paint Nigeria Limited Umuahia, Abia State. Taro Yamane formula were used to determine a sample of 399 from the population. However, among the 399 copies of questionnaire distributed, 369 questionnaire were recouped which form the sample of the study. Primary data sourced from distribution of questionnaire to the staff of Saclux Paint Nigeria Limited Umuahia, Abia State. A test-re-test were conducted to ensure validity and reliability of the data. The data were presented using simple percentage, frequency and 5point Likert scale and tested using multiple regression model (SPSS). The empirical findings revealed that colour of the product, size of the product, wrapper of the product, shape of the product and label of the product package have a positive and significant effect on consumer patronage in Saclux Paint Nigeria Limited Umuahia Abia State. It was recommended that the management of the studied organization should devise appropriate strategic measures for the adoption of lucrative packaging attributes in order to attract consumer patronage and loyalty. This will help the organization to again more competitive advantage.

TABLE OF CONTENT

Title page ﾿ i

Dedication ﾿ ii

Acknowledgement ﾿ iii

Declaration ﾿

Certification ﾿

Table of Content ﾿ vi

List of Tables ﾿

Abstract ﾿ ix

CHAPTER ONE: INTRODUCTION

1.1.1 ﾿ Background of the Study ﾿ 1

1.2 ﾿ Statement of the Problem ﾿ 4

1.3 ﾿ Objectives of the Study ﾿ 5

1.4 ﾿ Research Questions ﾿ 6

1.5 ﾿ Research Hypothesis ﾿ 6

1.6 ﾿ Significance of the Study ﾿ 7

1.7 ﾿ Scope of the Study ﾿ 7

1.8 ﾿ Limitation of the Study ﾿ 8

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 ﾿ CONCEPTUAL FRAMEWORK ﾿ 9

2.1.1 ﾿ Concept of Packaging ﾿ 9

2.1.2 ﾿ Effects of Packaging Elements on Consumers Purchase Intentions ﾿ 13

2.1.3 ﾿ The Role of Packaging on Consumer Behaviour ﾿ 17

2.1.4 ﾿ Impact of Packaging on Consumers’ Purchase Intention ﾿ 21

2.1.5 ﾿ Packaging as a tool for Consumer Preference ﾿ 22

2.2 ﾿ Theoretical Background ﾿ 24

2.2.1 ﾿ Theory of Color ﾿ 24

2.2.2 ﾿ Theory of Packaging ﾿ 25

2.2.3 ﾿ The Theory of Attractive Quality ﾿ 26

2.3 ﾿ Empirical Review ﾿ 27

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 ﾿ Research Design ﾿ 28

3.2 ﾿ Area of Study ﾿ 28

3.3 ﾿ Population of the Study ﾿ 29

3.4 ﾿ Sample Size Determination ﾿ 29

3.5 ﾿ Sampling Technique ﾿ 30

3.6 ﾿ Source of Data ﾿ 30

3.7 ﾿ Method of Data Collection ﾿ 30 

3.8 ﾿ Validity of the Study ﾿ 30

3.9 ﾿ Reliability of the Study ﾿ 31

3.10 ﾿ Method of Data Analysis ﾿ 31 

3.11 ﾿ Model Specification ﾿ 31

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.0 ﾿ Introduction ﾿ 33

4.1 ﾿ Rate of return questionnaire ﾿ 33 

4.1.2. ﾿ Socio-economic characteristics of the respondents ﾿ 34

4.2 ﾿ Data Presentation ﾿ 37

4.3 ﾿ Test of Hypotheses ﾿ 42 

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

5.1 ﾿ Summary of Findings ﾿ 45 

5.2 ﾿ Conclusion ﾿ 46 

5.3 ﾿ Recommendations ﾿ 47

REFERENCES

LIST OF TABLES

4.1 Return of distributed questionnaires from the respondents ﾿ 32

4.2 Socioeconomic profile of staff of Saclux Paint Nigeria Limited Umuahia, Abia State ﾿ 33

4.3: On the influence of colour of product on consumer patronage ﾿ 37

4.4: On the basis of influence of size of the product on consumer patronage ﾿ 38

4.5: On the basis of influence of wrapper of the product on consumer patronage ﾿ 39

4.6: On the basis of influence of shape of product on consumer patronage ﾿ 39

4.7: On the basis of influence of label of product on consumer patronage ﾿ 40

4.8 Multiple Regression Result on effect of packaging on consumer patronage in Saclux

Paint Nigeria Limited ﾿ 42