Effects Of Packaging On The Buying Behaviour Of Instant Noodle Consumers’ In Anambra State, Nigeria

ABSTRACT

In nowadays competitive environment, the role of packaging has changed due to increasing self-service and changing consumers’ lifestyle. Packaging has become an ultimate selling proposition; stimulating impulsive buying behavior, increasing market share and reducing promotional costs. Package attracts consumer’s attention to particular brand, enhances its image, and influences consumer’s perceptions about the product. This study depicts the effects of Packaging on the Buying behaviour of Instant Noodle Consumer’s in Anambra State, Nigeria. The precise objectives of the study include determining the effect of product color on consumer buying behaviour, to determine the effect of product label on consumer buying behaviour, to determine the effect of packaging quality on consumer buying behaviour, to determine the effect of product portability on consumer buying behaviour. Pearson correlation coefficient was used to test the hypothesis. Multiple regression analysis was used to determine the effect of packaging elements of colour, quality material, label and product portability on consumer buying decision. A well structured questionnaire was used to collect primary data. The outcome of multiple linear regression analysis indicates almost all the factors significantly influences buying decision. From the multiple regression analysis, the value of R2 (Coefficient of multiple determination) is .944. Expressed as a percentage, it means that the model (the totality of the effect of all the predictors) account for .944 percent of the variance in the endogenous variable ‘Factors affecting buying decision’. In other words, the extent to which all the predicting variables can contribute to the explanation of the factors affecting buying decision is 94.4%; this simply portrays that 94.4% variance accounted for the model was significant at 0.01 level of significance; and thus, the model has a sound explanatory power and can be used for forecasting purposes. Based on the results of the analysis, it is therefore recommended that before a given package of Instant Noodles product is design or improved, consumers’ survey should be carried out so that the newly improved package will meet their expectations.

Keywords. Packaging, consumer behaviour and buying decision.

TABLE OF CONTENTS

Title page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Table of contents ﾿ vi

List of Tables ﾿ viii

Abstract ﾿ ix

CHAPTER ONE

1.0 ﾿ Introduction ﾿ 1

1.1 ﾿ Background to the study ﾿ 1

1.2 ﾿ Statement of problems ﾿ 2

1.3 ﾿ Objectives of the study ﾿ 3

1.4 ﾿ Research questions ﾿ 3

1.5 ﾿ Research hypothesis ﾿ 4

1.6 ﾿ Significance of the study ﾿ 4

1.7 ﾿ Scope of the study ﾿ 5

1.8 ﾿ Limitation of study ﾿ 5

1.9 ﾿ Definition of terms ﾿ 5

CHAPTER TWO

2.0 ﾿ Review of related literature      ﾿ 7

2.1 ﾿ Conceptual framework ﾿ 7

2.2 ﾿ Role of packaging on consumer behavior ﾿ 13

2.3 ﾿ Stages involve in consumer buying process ﾿ 15

2.4 ﾿ Packaging elements ﾿ 16

2.5 ﾿ Functions of packaging ﾿ 18

2.6 ﾿ Types of packaging ﾿ 22

2.7 ﾿ Theoretical Framework ﾿ 22

2.7.1   Theory of reasoned action (TRA) ﾿ 22

 2.7.2 ﾿ Theory of planned behaviour (TPB) ﾿ 23

2.8 ﾿ Empirical framework ﾿ 24

CHAPTER THREE

3.0 ﾿ RESEARCH METHODOLOGY ﾿ 28

3.1 ﾿ Research design ﾿ 28

3.2 ﾿ Area of the study ﾿ 28

3.3 ﾿ Source of data ﾿ 28

3.4 ﾿ Population of the study ﾿ 29

3.5 ﾿ Sample size determination ﾿ 29

3.6 ﾿ Research instrument ﾿ 29

3.7 ﾿ Validity of research instrument ﾿ 30

3.8 ﾿ Reliability of research instrument ﾿ 30

3.9 ﾿ Method of data analysis ﾿ 30

3.10 ﾿ Model specification ﾿ 30

 CHAPTER FOUR

4.0 ﾿ RESULT AND DISCUSSION ﾿ 32 ﾿

4.1 ﾿ Effect of product colour on consumer buying behaviour ﾿ 32

4.2 ﾿ Effect of product label on consumer buying behaviour ﾿ 34

4.3 ﾿ Effect of packaging quality on consumer buying behaviour ﾿ 35

4.4 ﾿ Effect of product portability on consumer buying behaviour ﾿ 36

4.5 ﾿ Factors affecting consumer buying behaviour ﾿ 37 ﾿  

CHAPTER FIVE

5.0 ﾿ Summary, conclusion and policy recommendation ﾿ 40

5.1 ﾿ Summary ﾿ 40

5.2 ﾿ Conclusion ﾿ 41

5.3 ﾿ Recommendations ﾿ 44

References ﾿ 45