PACKAGING INFLUENCE ON CONSUMER PURCHASE BEHAVIOUR OF AUTOMOBILE OIL BRAND (A CASE STUDY OF ABA METROPOLIS)

ABSTRACT

This research work examined the packaging influence on consumer purchase of automobile oil brands in Aba Metropolis. Data were collected from both primary and secondary sources and were analyzed using chi-square method. The finding shows that poor packaging leads to inadequate sells of automobile oil brand in Onitsha Metropolis. It was also discovered that proper packaging of automobile oil brand enhance profitability and sales increment. Therefore, it recommends that marketing and business unit should pay proper attention towards good packaging and they should also take up other important factors of marketing while they are launching new products or old products. In conclusion, this exercise concludes that packaging is an important factor to the consumer buying decision. 

TABLE OF CONTENTS

Title page ﾿   i

Declaration                                                                                                    ii

Certification ﾿              iii

Dedication ﾿   iv

Acknowledgement ﾿ ﾿   v

Table of Contents ﾿   vi

List of Tables ﾿   ﾿   x

Abstract ﾿   xi

CHAPTER ONE

INTRODUCTION

1.1 ﾿ BACKGROUND OF STUDY ﾿   1

1.2 ﾿ STATEMENT OF THE PROBLEM ﾿   2

1.3 ﾿ OBJECTIVES OF THE STUDY ﾿   3

1.4 ﾿ RESEARCH QUESTIONS ﾿       ﾿   4

1.5    ﾿ RESEARCH HYPOTHESES                        ﾿   4

1.6 ﾿       SIGNIFICANCE OF THE STUDY ﾿               5

1.7 ﾿       SCOPE OF THE STUDY ﾿                                     6

1.8 ﾿ DEFINITION OF TERMS ﾿     ﾿    6

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 ﾿ OVERVIEW OF PACKAGING ﾿    8

2.2 ﾿ PACKAGING TECHNOLOGY ﾿    10

2.3 ﾿ INFORMATIONAL ELEMENTS PRODUCTS INFORMATION ﾿    11 

2.4 ﾿ PACKAGING SIZE AND SHAPE ﾿                           14

2.5 ﾿ VISUAL ELEMENTS GRAPHICS AND COLOR ﾿    15

2.6 ﾿ PACKAGING FUNCTIONS AND ELEMENTS ﾿     17

2.7 ﾿ PACKAGING AT THE POINT OF SALE ﾿ 21

2.8 ﾿ PACKAGING AND MARKET PLACE ﾿ 23

2.9 ﾿ OVERVIEW OF PACKAGING ﾿ 24

2.10 ﾿ OVERVIEW OF PRODUCT ﾿ 28

2.11 ﾿ IMPORTANCE OF PACKAGING ﾿ 31

2.12 ROLE OF PACKAGING ﾿ 32

2.13 ﾿ WHAT IS PACKAGING? ﾿ 33

2.13.1 OBJECTIVES OF PACKAGING ﾿ 33

2.14 ﾿ FUNCTIONS OF PACKAGING ﾿ 34

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 ﾿ RESEARCH DESIGN ﾿ 36

3.2 ﾿ AREA OF THE STUDY ﾿ 36

3.3 ﾿ SOURCE OF DATA AND METHOD OF DATA ﾿ 36

﾿ COLLECTION ﾿ 36

3.4 ﾿ POPULATION OF STUDY ﾿ 37

3.5 ﾿ SAMPLE AND SAMPLING TECHNIQUES ﾿ 37

3.6 ﾿ SAMPLING METHOD ﾿ 37

3.7 ﾿ INSTRUMENT OF DATA COLLECTION ﾿ 39

3.8 ﾿ DATA ANALYSIS ﾿ 39

3.9 ﾿ VALIDITY OF THE RESEARCH INSTRUMENT ﾿ 40

3.10 ﾿ RELIABILTY OF THE RESEARCH INSTRUMENT ﾿ 40

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 ﾿ DATA PRESENTATION ﾿ 41

4.2 ﾿ TEST OF HYPOTHESIS: ﾿ 48

CHAPTER FIVE

SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION

5.1 ﾿ SUMMARY OF FINDINGS ﾿ 58

5.2: ﾿ RECOMMENDATIONS ﾿ 59

5.3: ﾿ CONCLUSIONS ﾿ 59

REFERENCES ﾿                    

APPENDIX I ﾿             

APPENDIX II ﾿