Effect Of Repackaging On Consumer Buying Behaviour On Cosmestic Products In Abia State

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