Packaging As A Determinant For Consumer Purchase Behaviour Toward Perfumes In Aba Metropolis (A Study Of Starline Nigeria Limited Aba, Abia State)

ABSTRACT

The study examined packaging as a determinant for consumer patronage of perfumes in Aba Metropolis. The specific objectives were to; determine the effect of product size on consumer patronage of perfumes in Aba Metropolis; examine the effect of product shape on consumer patronage of perfumes in Aba Metropolis; ascertain the effects of name of the perfume on consumer patronage in Aba Metropolis and measure the effect of name of the manufacturer on consumer patronage of perfume in Aba Metropolis. The study adopted survey research design and Random sampling technique. A population of 534,262 populace in Aba South and Aba North were used for the study. Taro Yamane formula were used determine a sample of 400 persons from the population. More so, 366 copies of questionnaire were recouped from the respondents. Primary data sourced from distribution of questionnaire to 400 persons above 18years in Aba Metropolis Aba Abia State were used for the study. A test-re-test was conducted to ensure validity and reliability of the data. The data were presented using frequency and percentage. The hypotheses were tested using multiple regression model (SPSS). The descriptive result shows that 61.8% and 57.9% of the respondents strongly agree that Starline perfume product attract your patronage and medium/moderate size of perfume product affects your purchase decision respectively. The empirical result revealed that Size of perfume, Modification in shape of perfume and labelling have positive and significant implication on consumer patronage for perfume in Aba Metropolis in Abia State. However, brand name has no significant effect on consumer patronage; we accepted null hypothesis and reject alternative. It was recommended that Marketing unit in Staline needs to pay proper attention to reliable and attractive packaging elements through setting of packaging standard and implementation of strategy to ensure proper protection and promotion of a product.. 

TABLE OF CONTENTS

Title Page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Table of Contents ﾿ vi

List of Tables ﾿ vii

Abstract ﾿ viii

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study ﾿ 1

1.2 Statement of the Problem ﾿ 3

1.3 Objectives of the Study ﾿ 4

1.4 Research Questions ﾿ 5

1.5 Research Hypotheses ﾿ 5

1.6 Significance of the Study ﾿ 6

1.7 Scope of Studies ﾿ 6

CHAPTER TWO ﾿

REVIEW OF RELATED LITERATURE

2.1 Conceptual Framework ﾿ 8

2.1.1 Concept of Packaging ﾿ 8

2.1.2. Effect of Size and Shape on Consumer Purchase Decision ﾿ 10

2.1.3. Effect of Brand Name on Consumer Purchase Behaviour ﾿ 11

2.1.4. Effect of Design and Colour of Packaging on Consumer Purchase Decision: ﾿ 12

2.1.5 The Effect of Labelling on Consumer Purchase Decision ﾿ 14

2.1.6 The Role of Packaging on Consumer Behaviour ﾿ 15

2.1.7 Impact of Packaging on Consumers’ Purchase Intention ﾿ 18

2.1.8 Packaging as a tool for Consumer Preference ﾿ 19

2.1.9. Effect of Brand Name on Brand Preference ﾿ 20

2.1.10 Element of Packaging ﾿ 22

2.2 Theoretical Framework ﾿ 24

2.2.1The Generic Theoryof Buying Behaviour ﾿ 24

2.2.2 Theory of Planned Behaviour by Ajzen (1991) ﾿ 24

2.2.3 Reason Advance Theory ﾿ 25

2.3 Empirical Review ﾿ 26

2.4 Summary of Related literature ﾿ 29

2.5 Gap of the Literature ﾿ 29

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research design ﾿ 32

3.2 Source of Data Collection ﾿ 32

3.3 Population of the study ﾿ 32

3.4 Sample Size Determination ﾿ 33

3.4.1 Method of Data collection ﾿ 33

3.4.2 Sampling Techniques ﾿ 33

3.5 Validity and Reliability of Research Instrument ﾿ 33

3.5.1 Validity Test ﾿ 33

3.5.2 Reliability Test ﾿ 34

3.6 Method of Data Analysis ﾿ 34

3.7Scope/Area of the Study ﾿ 35

CHAPTER FOUR

DATA PRESENTATION AND ANALYSES

4.0 Introduction ﾿ 36

4.1 Rate of Return Questionnaire ﾿ 36

4.1.2Demographic Characteristics of the Respondents ﾿ 37

4.2 Presentation of Data ﾿ 39

4.2.2Frequency in consumption of Starline Nigeria Limited perfume. ﾿ 39

4.2.1.Effect of Product Size on Consumer Patronage of Perfumes ﾿ 39

4.3 Test of Hypotheses ﾿ 42

4.4 Discussion of Results ﾿ 44

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Findings ﾿ 45

5.2. Conclusion ﾿ 46

5.3. Recommendations ﾿ 47

REFERENCES ﾿ 49

APPENDIX ﾿ 58