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The topic of this research work the Influence of Product Packaging on Consumer Buying Preference in Aba Metropolis, Abia State. This study was carried out to investigate the influence of product packaging, on the purpose of this the question experimental research design was adopted to study consumers towards various product packaging. The primary data was collected from the respondents using the questionnaire. After a critical analysis of the data collected, the hypothesis, were tested using analysis with the aid of statistical product and service solution (SPSS) packaging and the following hypothesis were realized there is a relationship between product packaging and the consumer buying preference of a products. Moderating factors to regulate the relationship between packaging and consumer buying preferences of business firm based on these findings, the following were recommended product packaging should be look upon as a cost tool or a production problem. Again product should be lease with user of their product package so as to enable them know when there is need for improvement.
TABLE OF CONTENTS
Table of Content
2.2 The Concept of Product:…………………
2.2.1 Basic Characteristics of Product:………
2.2.2 The Role of a Product:……………………
2.3 The Concept of Product Packaging as a Marketing Tools:…….
2.4 Importance of Product Packaging as a Marketing Tool
2.5 The Promotion Product Packaging Function
2.5.1 The Promotion Function Power Packaging could be use to give Production favourable
2.5.2 The Protective Function
2.6 Product Requirement
2.6.1 The Distributors Requirement
2.6.2 Consumer Requirement
2.6.3 The Legal Requirements
2.7 Problem of Product Packaging
2.8 Criticisms of product Packaging
2.9 Performance Measures
3.1 Research Methodology
3.2 Population of the Study
3.4 Sample Size Technology
3.5 Research Instrument
3.6 System of Data Analysis
3.7 Method of Ensuring Validiaty
3.8 Research Design
3.9 Data Collection Method
4.1 Data Presentation and Analysis
4.2 Questionnaire Administration
5.1 Summary, Conclusion and recommendation
Historically, management has considered product packaging only for the purpose of ascertaining the product and had assigned the role responsibility of the packaging to the production department. However modern marketing managers regard packaging as a supplementary promotional tool for their product. It has been shown that in self service store, it is packaging on product that does the selling. No wonder it is often regarded as the silent salesman.
Product packaging involves enclosing mechanism in a container for marketing display, sanitation convenience in handling and use of safety and preservation. Since 1978 when folding cartons was discovered the packaging industry has grown expansively with period of rapid expansion occurring intermittently. The major resolution mechanizing era when mass production teaching were inaugurated and individual sealed product packaging replace bulk merchandise.
The most commonly used product packaging material includes corks, asbestos, rubbers, plastics, papers and several types of strong materials such as lead glass, packaging has gone all the way back to the down of history when primitive societies carry barriers continues packaging primary roles was to hold, protect and transport goods from manufactures to the users of individual goods. Packaging products therefore keeps a product intact and available to the final consumers in its original states. It protect the quality of the product from physical damage where the traditional purposes.
Kohler (1984:72) defined product packaging as the activities of designing and producing the containers for a product. He added that the container is called packaging and it mighty include there levels the primary that contains the outhits (the secondary that covers the primary container and the tertiary that protect the entire product during haulage). The type and levels of product packaging adopted depends on the types of product market promotion on the other hand represents all those activities embarked upon the company to communicate its products merits and to persuade target customers to buy them.
Arowomole and Adeyemi (2004:148) product packaging as the general group of activities in product planning that involved designing and producing the container or wrapper for a product. Packaging provide two major services for both consumers and producers that is it services as a product measure for the product and also promotional device some product packaged such as coke bottles and world famous. Materials use to protect goods also on opportunity to present the brand and Logo.
Product packaging has recently been in importance. At times it becomes very difficult to determine whether greater emphasis should be put on the protective functions of packaging then its promotion functions. Formally, most firms saw product packaging as only container for the physical product without realizing the other marketing importance of the product especially its importance towards the promotion of the product due to the increase importance which is presently attached to promotional functions of to be regarded as any person jobs. The job of packaging now rest on the hands of quality product managers or specialist trained in that particular filed or marketing in most organizations. The ever increasing customers demands on organizations for more tolerant package has pushed marketing managers to develop packing with more acceptable material shapes and forms. Poor packaging kills a product and can also dissatisfaction among channel intermediaries.
Despite the fact that numerous studies in the past have contributed to the theoretical and practical knowledge on packaging demonstrated that products packaging play sufficient role in marketing of goods and services from all sectors of productive economy, yet quite a number of small and huge scale manufacturers have shown less concern to packaging their product effectively confectionaries especially the small one have been found wanting in the area.
The ability to incorporate into product packaging preference the right choice of material, colour, shape, design, style, size and promotional information has been a major challenge facing marketing managers in the small and medium scale ventures. Also inadequate budget devoted to product packaging that effects effective packaging preference of organizations .it is as a result that this study is concerned with investigating how and the extent product packaging has changed consumers preferences.
The purpose of carrying out this study is to ascertain the effect of products packaging of materials, design, shape, style, colour and promotional information on consumer buying preference for product in Aba metropolis, Abia State.
The study also has the following specific objectives:
Below are the research questions which the work is set to tackle.
The following hypothesis where formulated for the study:
H1 : The influence of packaging on products in Aba Metropolis responsible for the consumers buying preference.
H0 : The influence packaging on products in Aba Metropolis is not responsible for the consumer buying preference.
H2 : Consumers are influence by products packaging
H0 : Consumers are not influence by products packaging.
It has been proven that effective packaging preference of firms enhance the market ability of their product, this work is relevant in the sense that it well enlighten manufacturers on the measure to be adopted to sustain the effect of product packaging has on consumer buying preference process and in building a loyal customers. This study will also be of academic value since the contents could be used as a basis for other studies on product packaging. The findings of the intended is expected to contribute to the body of existing knowledge in the area of product packaging and its influence.
The topic of this research is the influence product packaging on consumer buying preference in Aba metropolis, Abia State which is with is the researchers case study.
The finding were obtained through the use of questionnaire defined alternative responses and oral interviews. The researcher was involved using Azikiwe Road, Ngwa Road, Ogbo hill, Clifford Road, Park Road also Osisioma Ariara Market Area.
The present study was aimed to investigate the product packaging as it affects many manufactures of Aba metropolis in Abia State. It will outline the various roles of product packaging play in selling off product.
Again in carrying out this research, the researcher was confronted with a number of problems and limitation owning to financial and time constraint, the researcher was unable to travel to other parts of the country for effective data collection hence the research for effective data collection was carried out in Aba Metropolis. Respondents were equally reluctant to respond to the questionnaires inspite of the fact that assurance was given by the researcher that every information gathered would be held in strict confidence finally some respondents didn’t have the requisite knowledge or are unwilling to disclose the facts where they are available.
displayed on shelf for customer easy access.
(i) Magic Wooden Toys Product: It is a company that made most of the toys from beech wood, it is carefully selected and processed very free from any chemical. The wood is coloured and polished through a special technology through company method which has been developed and improved over many years. It is a traditional manufacturer of wooden toys and decorations.
(E) LOYAL CUSTOMERS: These are group of people who believe that a company’s products are the best. As such they develop confidence in buying the firms product.
(F) MANUFACTURERS: A company or person who makes or produces goods on large scale with the help of machines.
Adekunle, A (1982). Psychology of Advertising and Consumers behavior, 1stedition New York. Practice Hall M C.
Aham .A. (2002). Research Methodology in Business and Social Owerri, Camin Publisher Nigeria.
Baridan D. M. (1988). Research Method in Administration Science, 2nd edition London
Bush and Hauston (1955). Marketing Strategic Formation , Illonsis, Richard D. Iruin.
Ernest D. (1984). Packaging the South Sense, 2nd edition New York MC –Graw Hill Book Company.
Kolhler D. (1984). Marketing Management Analysis Planning and Control, 5thedition illonsis Prentice Hill Inc.
Nworu G. and Njoku C.U (2008). Qualitative Technology in a Business. 3rdedition Owerri Ambix printers.
Olakumari (1997). Successful Research Theory and Practice Lagos. computer edge publishers.
Udagha (1995). Principles and Process of Marketing, Enugu J.T.C. Publishers.
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