PROJECT REPORT

ON

“Effect Of Packaging On Consumer Buying Choice Of Selected

Consumer Goods”

SUBMITTED TO:

SHRI GURU RAM RAI UNIVERSITY

In The Partial Fulfillment Of The Requirement Of The Award Of The Degree Of

M.com.

Submitted By:

XXXXXX

(Enrollment No. :XXXXXXXX)

Under The Guidance Of

XXXXXX

XXXX Professor

(Batch : 2023-2025)

COLLEGE OF MANAGEMENT AND COMMERCE

SGRR UNIVERSITY
 DECLARATION
I XXXX, student of “SHRI GURU RAM RAI UNIVERSITY”, here by
declare that the report entitled “Effect Of Packaging On Consumer Buying Goods
Of Selected Consumer Goods” is the result of my own efforts and is based on the
information collected and the guidance given by the concerned authorities.
Furthermore the information presented in this report is correct to the best of my
knowledge and belief.

PLACE: Dehradun XXXXX

 CERTIFICATE
Certified that this project report titled “Effect Of Packaging On Consumer Buying
Goods Of Selected Consumer Goods” is the Bonafide work of XXXX student of
XXXX 4th semester who carried out the research under my supervision. Certified
further, that to the best of my knowledge the work reported here is original and not
copied from any other university.

Date- XXXX
Place- Associate Professor.
 ABSTRACT

This research examined the effect of packaging on consumer buying choice of selected consumer

goods.. The study was conducted in a bid to provide empirical evidence on the effect of

packaging on consumer buying choice in order to assist dealers of consumer goods better

understand consumer buying behavior and use that knowledge to influence customer patronage.

It had the broad objective of investigating the effect of packaging on consumer buying

choice of selected consumer goods , and the following specific objectives: to examine the effect

of packaging colour on consumer buying behavior towards Maggie noodles and Cadbury

Chocolates to examine the influence of design of wrapper on consumer buying behavior of

Maggie noodles and Cadbury Chocolates to examine the effect of quality of packaging material

on consumer buying behavior of Maggie noodles and Cadbury Chocolates; and to examine the

influence of packaging information on consumer buying behavior of Maggie noodles and

Cadbury Chocolates. The research design adopted for this study was the cross-sectional survey

research design. The research instrument used for this study was the structured Questionnaire.

Analytical techniques comprising simple tables, percentages and the Simple Regression in the

Statistical Package for the Social Sciences (SPSS version 20.0) were used to analyze and treat

the data collected. The results obtained from the study showed that: packaging colour had a

significant effect on consumer buying behavior of Maggie noodles and Cadbury Chocolates;

design of wrapper had a significant influence on consumer buying behavior of Maggie noodles

and Cadbury Chocolates; quality of packaging material had a significant effect on consumer

buying behavior of Maggie noodles and Cadbury Chocolates

and packaging information had a significant influence on consumer buying behavior of. Taking

the findings of this study into consideration, the following recommendations were made: Maggie

noodles and Cadbury Chocolates should use culturally and socially acceptable colors to design

the package of their products in order to attract customer patronage; the companies should use

creative aesthetics and graphical designs to decorate the package of their products in order to

visibly portray their features to customers and attract customers’ attention and patronage; the

companies should use high quality materials which are capable of preserving and protecting the

products and ensuring the safety of consumers’ health; and the companies should ensure that

adequate information about their products; its usage, composition and precautions, is

conspicuously published in or on the package of their products in order to enable consumers

make informed purchase options.

 TABLE OF CONTENTS

CHAPTER ONE – INTRODUCTION

1.1 Background of the Study

1.2 Statement of the Problem

1.3 Objectives of the Study

1.4 Research Questions

1.5 Research Hypotheses

1.6 Significance of the Study

1.7 Scope/Limitations of the Study

1.8 Definition of Terms

CHAPTER TWO – REVIEW OF RELATED LITERATURE

2.1 Introduction

2.2 Conceptual Framework

2.3 Theoretical Framework

2.4 Empirical Review

CHAPTER THREE – RESEARCH METHODOLOGY

3.1 Introduction

3.2 Research Design

3.3 Population of the Study

3.4 Sample and Sampling Technique

3.5 Research Instrument and Instrumentation

3.6 Validity of Instrument

3.7 Reliability of Instrument

3.8 Method of Data Collection

3.9 Method of Data Analysis

CHAPTER FOUR – DATA PRESENTATION AND ANALYSIS

4.1 Introduction

4.2 Analysis of Demographic Data of Respondents

4.3 Analysis of Psychographic Data

4.4 Test of Hypotheses

CHAPTER FIVE – SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary of Findings

5.2 Conclusion

5.3 Recommendations

References

Appendix
 CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Packaging has long been recognized as the silent salesperson and has been the focus of much

recent regulation. For the most part, however, this regulation ignores the nonverbal package label

components. The verbal elements of a package are accurate reflections of the product’s

characteristics. Package, graphics, however, can be used to strengthen or weaken the marketer’s

explicit verbal claims or to generate inferences that could conflict with the verbal information

(Bone & France, 2001). Package design attributes like color, shape, pictures etc. carry a message

about the product as well. Maybe this nonverbal message is an undercover one but not less

important. During the last decades in food consumption have been observed several trends that

have to do with changes in social and economic environment as well as in lifestyle. The working

patterns, the increased employment of women, the lack of time, the income growth and several

other factors led to the trend for fast food, convenience foods and food out of home (Petzoldt,

Joiko, & Menrad, 2008). Packaged food is an indispensable component in the modern lifestyle

due to the greater demand for convenient, portable, easy-to-prepare meal solutions that lessen the

hassles of grocery shopping and preparing a meal. However, various local food products such as

Ethiopian cookies, popcorn, Kollo etc. in Ethiopia lack adequate packaging. In such situation,

innovation in packaging becomes a fundamental strategy for competitive success and survival

within a competitive market. An innovative packaging design can change product perception and

create a new market position (Rundh, 2005). A good packaging design is regarded as an essential

part of successful business practice. The reason many companies invest massive amount of

money on packaging is because they are well aware that a stunning packaging will draw
consumer’s attention and is capable of turning the buyer on or off. Packaging is a

communication device providing details about the product, including price, contents, ingredients,

and nutritional values as well as cooking instructions and recommended used by dates (Ahmed,

Ahmed, & Salman, 2005)

Package layout is important for information presentation. However, packaging information can

create confusion by conveying either too much information or misleading and inaccurate

information (Silayoi & Speece, 2007). To maximize the information carried on products,

manufacturers often use very small fonts and very dense writing styles. This reduces readability

and sometimes causes confusion. To overcome this problem food industry and the regulation

authorities have suggested that nutritional information panels should be laid out in the same way

for all food products so that they are easy to understand quickly. Packaging is an essential part of

product mix and packaging decision is a crucial one in manufacturing industries for them to

achieve stated marketing objectives and a keen competitive business environment. The first point

of a contact between the customer and any product is the packaging. It gives a long lasting

impression not only by the product but also the manufacturer. In the word of Trott (2005), he

states that anywhere there is competition in virtually products categories, packaging is often the

customer’s point of contact. In the ever increasing competition of today’s global market, the

need for effective product promotion is crucial, and the product packaging has come to play a

more important role as a brand communication vehicle. Today, virtually all goods that are

manufactured or processed require some packaging in some phase of their production or

distribution.

Panwar (2004), has asserted that packaging decisions are to be considered in early marketing

plans as an integral part of the total marketing strategy. Packaging of consumer products is
extremely important at the point of sale. It plays a major role when products are purchased. After

all, it is the first thing seen before making purchasing choices and it is widely recognized that

over 50% of purchasing decisions are made at the shelf, or point of purchase (Ferrell, 1987;

Frontiers, 1996).

Product packaging influences consumers buying behavior by persuading them to buy the

product. Companies that do not bother much about packaging because they believe once the

product is of good quality, consumers will buy, perform abysmally because of lack of patronage

from customers. Some firms think that they can cut corner by going for cheap and unattractive

packaging. These type of firms soon realize after the costly mistake has been made that it is

better to use good and attractive packaging. This Luke-warm attitude towards adhering to proper

packaging has sent many companies into oblivion, because of low patronage from customers.

This occur mostly when they fail to project the value of their products through attractive

packaging. Poorly packaged products dissuades consumers from buying the product no matter

the price. Poorly packaged products poses serious problem, since it will require enough

explanation to persuade the customer to buy the product. Poorly packaged product is rated low

and affects consumers, when considering values and price of the products. According to Lifu

(2003), shabbily packaged product affects consumer buying decision and it does not appeal

consumers. Packaging influences consumers to the extent that it determines whether a consumer

comes back for more products or not. Attractive packaging calls for repeated patronage from

consumers, which enable the firm to generate profit. In the view of Best (2002), attractive

packaging creates value by helping consumer decision process.

Product packaging is an essential marketing mix that projects firm brand image, which is

designed to convey image of high quality (Ulrich, Campana & Malkewitz, 2010).Product
packaging is the final stage of production and plays vital role in production activities. Attractive

packaging can also induce impulse purchasing. Scot (2008) states that attractive packaging can

attract customers to try product at first sight.

This research will sensitize firms in the importance of adhering to good and alterative packaging

and the consequences of not using them. When firms are sensitized on the importance of using

attractive packaging, they will start packaging with outstanding design, which will easily draw

customers attention. Firms will start to use vivid color and pictures to convey appeal to

customers in their product packaging. This action of the firm in using high quality attractive

packaging will call for repeated purchase from customers and thus enable the firm to remain in

business. Products with attractive packaging create market for firm than its promotional

activities. Consumers most times are attracted at first sight to the packaging style of a product

(Terblanche, 2006). This research will enable firms to create value on their products by using

attractive packaging which will in turn influence customers purchasing choice. This study will

also create awareness on the need for periodic assessment or reappraisal of packaging materials

and design with respect to the present day need of the consumers. This will be done by firms

product development section under marketing to suit consumers desire. Packaging materials

become obsolete overtime and needs upgrading to current customer preference. When this

critical aspect of projecting the value of product is ignored, it could lead to low sales turnover

and back log of unsold inventory. This can strangulate the activities of the firm and lead to worm

up of close shop. This will be a bygone after implementation of this research report. Apart from

the vital function of upgrading the product value periodically, firms will come to recognize

product packaging as an advertising medium and save money meant for advertising.
1.2 Statement of Problem

Package attracts consumer’s attention to particular brand, enhances its image, and influences

consumer’s perceptions about product. Moreover, package imparts unique value to products,

works as a tool for differentiation, i.e., helps consumers to choose the product from wide range

of similar products, stimulates customers buying behavior. It is assumed that that perceived

value has significantly influenced the purchasing intention of products and that consumer brand

preferences guide their future behaviors. Despite the increase in point-of-purchase decisions

heightening the communication potential of product packaging, research works on

understanding whether packaging attributes create consumers’ subsequent product and brand

evaluations and perceptions is scant. Based on the backdrop, the present study tends to examine

the packaging on consumer buying decision.

1.2 Objectives of the Study

The study sought to know the effect of packaging on consumer buying choice of selected

consumer goods (Maggie Noodles And Cadbury Chocolates). Specifically, the study sought to;

1. determine the relationship between packaging and consumer buying decision.

2. examine extent of the effect of packaging on consumer buying choice of

selected consumer goods (Maggie noodles and Cadbury Chocolates).

3. ascertain the relationship between value and quality of packaging and

consumer buying behavior.

1.3 Research Questions

1. what is the relationship between packaging and consumer buying decision?

 2. What extent is the effect of packaging on consumer buying choice of

selected consumer goods (Maggie noodles and Cadbury Chocolates)

3. what is the relationship between value and quality of packaging and consumer

buying behavior?

1.4 Research Hypotheses

H01: There is no relationship between packaging and consumer buying decision.

H02: The effect of packaging on consumer buying choice of selected consumer goods

(Maggie noodles and Cadbury Chocolates) is not up to a great extent.

H03: There is no relationship between value and quality of packaging and consumer

buying behavior

1.5 Significance of the Study

The study is significant because it will add to the body of knowledge in industrial setting will

enrich academic world on the more recent development in the field of product packaging and

purchasing decision making. The study will also go a long way in assisting researchers that wish

to continue on the study as it will serve as a reference point for review. This study will be of

immense benefit to other researchers who intend to know more on this study and can also be

used by non-researchers to build more on their research work. This study will contribute to

knowledge and could serve as a guide for other study.

1.6 Scope/Limitations of the Study

This study is on the effect of packaging on consumer buying choice of selected consumer goods

(Maggie noodles and Cadbury Chocolates).

 Limitations of study

1. Financial constraint: Insufficient fund tends to impede the efficiency of the researcher

in sourcing for the relevant materials, literature or information and in the process of data

collection (internet, questionnaire and interview).

2. Time constraint: The researcher will simultaneously engage in this study with other

academic work. This consequently will cut down on the time devoted for the research

work.

1.7 Definition of Terms

Packaging: This can be seen as a process designing and producing a container or a

wrapper for a product.

Consumer: These are individuals who purchase or buy product or goods and service for

personal use or household use.

Consumer Buying Behavior: Consumer Buying Behavior refers to the actions taken

(both on and offline) by consumers before buying a product or service.

 CHAPTER TWO

LITERATURE

REVIEW

2.1 INTRODUCTION

This chapter gives an insight into various studies conducted by outstanding researchers, as well

as explained terminologies with regards to the effect of packaging on consumer buying choice of

selected consumer goods (Maggie noodles and Cadbury Chocolates). The chapter also gives a

resume of the history and present status of the problem delineated by a concise review of

previous studies into closely related problems.

2.2 CONCEPTUAL FRAMEWORK

Concept Packaging

Packaging is a primary marketing mix function that gives form to a product and also serves

secondary function of promoting and advertising product. Packaging protects and enhances

product. Packaging enables products to be easily identified and promotes brand at the point of

purchase and even at use (Perreault and McCarthy, 2005).

Packaging should be aesthetically pleasing and be distinctive enough to stand out when place

side by side with competing brands on the shelf. Packaging labeling apart from providing certain

kind of information that may be weight, volume and ingredients may be used to advertise the

product by inscribing a well designed promotional message on the package (Peter-Texeira and

Badrie, 2007).

In addition to the above consideration, decision also have to be made regarding what package

sizes to produce, sometimes for certain product packaged, sizes are most popular with certain

classes of buyer (Peter-texeria and Badrie, 2007)

Packaging Attributes

Packaging elements are Packaging color, Packaging Image, Packaging Material, Font Style of

Packaging, Printed Information and Innovation are explained briefly below:

Packaging color: Marketing literature reveals that package colors have the ability to evoke

feelings, emotions behaviors in different consumers (Mutsikiwa et al., 2013; White & White,

2006). The colors have the potential to create a deep and long-lasting impression and image

about the product or brand. In the packaging of products, marketers use colors to catch the

customers‟ attention which in turn creates either a negative or positive feeling about the

particular product/brand. Asadhollahi & Givee (2007) suggest that the package colors

communicate, reflect and exhibit some salient features and intangible attributes of the brand. It

therefore means that the colors convey special messages about the brands which ultimately

create a unique selling proposition. However, it is important to note that, in packaging food

products, the package colors usually take the colors of the actual product.

Background-image: Underwood (2003) suggest that the product package typography affect the

brand identity and personality due to multiple structural and visual elements, including brand

logo(s), colors, fonts, package materials, pictorials, product descriptions, shapes and other

elements providing rich brand associations. Legibility and readability of the product package are

critical concepts of the product typography mostly because, when products are displayed in the

shelf, the rationale for package typography is to reduce time spent looking for the particular

brand, by ensuring the customer easily locates, identify and notices their preferred brand.

Therefore, marketers believe that the brand name, company name, place of origin, company

address and others are important components of the package typography which are essential in

attracting consumers‟ attention and ultimately influence their purchase decisions.

Packaging Material: Some packaging materials are to be made in a way, so that it could bear

the temperature below zero or high temperatures in microwave depending on the product

functionalities and the needs of a consumer (Smith, 2004). In one study on food packaging

(Lynsey Hollywood, 2013) three packaging materials were discussed which includes glass,

plastic, and cardboard. Findings of the research revealed different perceptions of packaging

about different packaging materials. Many advocated the use of glass packaging material in food

packaging, but then said that it was heavy and it used to be washed after it is used. Secondly,

with regard to cardboard packaging consumers had negative views about it and they said that this

type of packaging does not keep a product fresh and one also cannot see the product and they

referred this kind of packaging to UHT treated food (Lynsey Hollywood, 2013). Participants in

that study advocated the use of plastic containers and agreed that such containers were better

than cardboard and glass packaging because their screw top cap prevented the product and were

less likely to leak (Lynsey Hollywood, 2013).

Font Style: Font is important element of packaging which attracts the customer attention.

Packaging information can create contrary results. It can lead to misleading or inaccurate

information through small fronts and dense writing styles which are used on the package (Deliya,

Parmar, & others, 2012). Packaging font size is one of the main visual attributes when making a

purchase decision (Kuvykaite et al., 2009). The packaging size is related to usability, as

consumers appear to use this visual criterion as a heuristic that helps to make volume judgments

(Silayoi & Speece, 2004). Consumers use the height of the container or its elongation to simplify

volume judgments (Raghubir & Krishna, 1999). A bigger package reflects better value but

consumers from smaller households are not interested in larger packages (Silayoi & Speece,

2004). The larger packaging size is more easily noticed and communicates higher value
according to Silayoi & Speece (2004). The font style of Packaging grabs customer attraction.

The up gradation of IT technology has support this feature. The successful companies have best

practices of the font styles. They hire specialist in composing which create mind blowing and

attractive font styles. The attractive package has innovative font style. So, we can say that there

is relation between font style and buying behavior.

Printed Information: Packaging as the primary vehicle for communication with the consumer

provides details about the product at the point of sales including the nutritional value, added

ingredients, country of origin, the producer and best before date. Informational elements of the

package play a vital role in decision-making (Silayoi & Speece, 2004, 2007; Rita, 2009;

Kuvykaite et al., 2009). Appropriately delivered information on the packaging has a strong

impact on consumer purchase decisions, as this information reduces uncertainty and creates

product credibility (Silayoi & Speece, 2004). Consumers are becoming more careful shoppers,

and have been found to be paying more attention to label information as well as using the

packaging information more extensively, as they are more health and nutrition conscious

(Coulson, 2000). The packaging may be the only communication between a product and the

consumer in the store (Gonzalez, Thorhsbury, & Twede, 2007) and is the critical factor in

consumer purchase decisions (Butkeviciene, Stravinskiene, & Rutelione, 2008).

Innovation: Silayoi & Speece (2004) highlight that technology developed for packaging comes

from the current trends in products and consumer behaviors. Packaging innovation in this

dynamic environment must be consumer oriented, meet the green marketing agenda, meet the

nutritional requirements of the society, must be efficiently manufactured, and should have a long

shelf life and meet food safety requirements of the people. Silayoi & Speece (2004) are of the

view that technology that comes in with a package plays a big role and thus forms a special form
of informational element. Deliya & Parmar (2012) are of the view that innovative packaging

increases the value of the goods if it meets a consumer needs. In most instance customers accept

a product if its package is well innovated, thus product innovation plays a pivotal role in

consumer decision making of FMCG products. As part of product innovation font style is also

important. Deliya & Parmar (2012) affirm that font style of packaging grabs customer attraction.

Role of Packaging

The four major roles that packaging is supposed to play as identified by Frey (1986) are;

i. Primary Packaging: This is the important materials enveloping the product throughout

the useful life of the product.

ii. Secondary Packaging: This is the container that is used in providing additional package

for the product.

iii. Display Packaging: This is the container and or wrapper intends to aid the proper display

of the product a point of purchase.

iv. Transportation Packaging: This is the material normally used in packaging the product to

ensure easy handling in transporting the goods from one point to another, particularly

point of production, to point of sale or use.

Consumer Buying Behaviour

Belch & Belch (2002) define consumer behavior as a set of the activities that a consumer

experience in searching for better prospects and this involves namely; searching for, selecting,

purchasing, using, evaluating the product. It can also be a process undertaken by consumers to

select, purchase, use, or dispose products, services, ideas, or experiences to satisfy their quest.

Consumer behavior generally means the behavior of consumer as they look for the product that

they feel will satisfy their intended needs and wants. Vila et al. (2007) classified factors

considered in consumer purchasing habit into those that can be controlled and those that cannot be

controlled. Controllable factors include mainly the 4Ps whilst uncontrollable factors encompass

demographic, socio economic, cultural, geographical and psychological factors. Purchase

decisions Everyday consumers are faced with purchase decisions. Not all purchase decisions are

treated in the same manner because some decisions are more complex than others and therefore

call for more effort by the consumer. Yet other decisions are routine and require little effort

(Schiffman, Kanuk, & Hansen, 2008). The term decision entails the selection of an option from at

least two alternative brand choices. Regardless of the varying decision-making situations and the

levels of consumer decision-making the following factors influence the purchase decisions of

consumers. These factors include external (culture, subculture, groups, situation, social class and

family; internal (perception, attitude, knowledge, personality, lifestyle, involvement and roles) and

marketing factors (product, package aesthetics, promotion, distribution, service and price).

In view of Rita (2009) a good package should be characterized by the following: Attractiveness:

the package should be attractive and fascinating to draw customer’s attention. Attractive

packaging stimulates; thus, packaging can dramatically influence customers’ minds hence some

end up demanding the product due to its attractive package. Economical: A good package
should be economical. Costly package increases the price of the purchased component.

Protective: A product should be packaged neatly so that quality, quantity and color of the

components does not decline thus it should be insulated from damage by rain, dust or insects.

Proper package should ensure no damage or spillage during transportation. Communicative: A

good package should provide information about quantity and brand utility of the merchandise.

Convenient: The package should allow free and easy movement of the product from one place to

another. The shape and package size should also be compatible with retailers and wholesalers for

shop or for consumers to keep at home. The package should preferably be re-usable. A good

packaging should reflect the conditions in which the product should be sold. Packaging needs to

highlight compelling and believable claims on product differences. Prior research studies on

packaging attributes in different countries are summarized hereinunder.

KritiBardhan Gupta (2009) has study on Consumer Behavior for Food Products in India.

Primary data was collected from 326 respondents in Uttar Pradesh and National Capital Region

The relative importance of various food purchasing criteria was estimated for four different food

categories, food and vegetables; milk and milk products; food grains and pulses; and processed

foods on 1-5 scale. The present study explored the consumer behavior for food products in India

from different perspectives. People accepted the fact that their food habits get affected with the

shifting to a new region but many basic buying and consumption behavior do not change. Some

of the changes in buying and consumption behavior of relocated people, which were observed

after their settlement to a new region, were not significantly different from the level of changes

in behavior of non-moving people. However, compared to the last 10 years, people have started

preferring healthier foods and are willing to try out new dishes. They tend to learn cooking and

eating new food items after relocation without discontinuing their traditional food items. There is
also influence of children on the type of food items that they eat. This paper has shown that

impulse buying is indeed a relevant factor in CE retailing, thus justifying the use of sales

packaging. However, optimization is still important. From an economical and environmental

perspective, it is very costly to apply sales packaging (with additional material use and transport

volume) to products that do not need them, or to apply them in an ineffective way. Economical

costs and environmental impact can be expressed in a single score, indicating the packs

performance. To allow proper management of the pack design the sales performance should be

expressed in a simple a way as possible, preferably also a single score. As calculating the sales

performance is impossible a test will need to be used. The pressure from time-to-market in the

CE industry, demands that the test be relatively simple.

Ahasanul & Ali (2009) measured the Factors Influencing Buying Behavior of Piracy Impact to

Bed Nath Sharma Dec. (2008) studied New Consumer Products Branding, Packaging and

Labeling in Nepal. This paper focuses on existing practice of branding, packaging and labeling

of new products in consumer product manufacturing units. The study method was Descriptive
presentation of facts collected through questionnaire survey concerned with different section of

consumer new products (soap, biscuit, noodles, cigarettes and the study further investigates the

new consumer product packaging and labeling status in manufacturing units. They are aware

about the value of packaging and labeling. Majority of the consumer products 84.37% (27 out of

32 responses) are using product label as a simple tag attached to the product or an elaborately

designed graphic that is part of the package.

Nuntasaree & Barry (2008) published a paper with subject of a model of male and consumer

behavior in buying skin care products in Thailand. The conceptual model of male consumer

behavior in buying skin care products beliefs in product attributes Quality, Price, Brand,

Packaging, Advertising, Promotion, Salesperson, Distribution. This study used a quantitative

research method. A convenience sample with a shopping mall-intercept technique was employed

for the sampling method. The closed-ended questionnaire developed from standard questions of

relevant literature was chosen as a research instrument. The Statistical Package for the Social

Sciences program (SPSS) SPSS version 17 was used in this study with a 0.05 level of

significance for all of the statistical assessments. The data set was screened and examined for

incorrect data entry, missing values, normality and outliers.

Sony (2008) studied the consumer responses toward attribute framing in product packaging. The

main purpose of this study was to investigate the impact of message framing, level of

involvement, and numerical difference on consumer response. Fresh-milk product was chosen as

the object for experiment. This study has the following suggestion for packaging design based on

the findings. Fresh milk is commonly considered as health-related product. The study is

advantageous in giving marketers a more thorough picture of how message framing affects

consumer response in various numerical alternatives and level of involvement. It will also be
helpful in developing successful packaging strategy. For future study, different types of products

can be investigated further.

Factors Influencing Consumer Behaviour

Consumer buying intentions are influenced by economic, psychological, social and cultural

factors.

Economic factors: The key economic factors influence buyer behavior are income and

expenditure patterns, prices of products and prices of complementary and substitute goods, and

elasticity of demand (Abraham, 1997; Kotler, Armstrong, Sander and Wong, 2001).

Income and expenditure pattern: Total household income less taxes on income is called

disposable income The portion of disposable income that is left over after expenditures on food,

housing, clothing and other necessities is called discretionary income, which is available for

expenditure on luxuries and other non essentials. The first pattern study of consumer spending

patterns was published by a German statistician Christian Ernest Engel in 1997 (Abraham,

1997). He found that as family income increase, the percentage spent on clothing, housing and

household operations will be roughly constant and the percentage spent on all other categories

and the amount saved will increase (Abraham, 1997).

It is important to note that as family income increases, more money in absolute amount will be

spent on all categories, the increase and decrease occur as a percentage of the total. Engels law

provide only rough guides since many factors other than income affects expenditures and the

law may be relied upon when precise data on consumer spending are not available

(Abraham,1997).

Elasticity of demand: An alternative view of expenditure is to consider income elasticity of

demand which is define as the percentage change in the quantity of commodity consumed
divided by change on income. The computed income elasticity could then be compared across

products and across countries at different level of economic development.

Engel’s first law is reflected in the marked difference in income elasticity of demand for food

between poor and rich countries. In every poor countries an increase of 1 percent on the average

income per capital may lead to an increase of food consumption per capital of 0.5 – 0.7 percent,

that is the income elasticity of demand may be as high as 0.5 - 0.7. In the richest countries of

world it is about 0.1 or even less. If incomes are already high, further increase will not influence

food consumption substantially, but in a poor population a large share of additional incomes will

be spent on food (Abraham, 1997).

Psychological variables: An important factor in the buying decision is the buyer himself. Why

does he want to buy the item? Is the type of person he is related to have the desire to buy the

item? How does he receive and organize information about the item? How does he feel about the

item? What does he know about the item? These questions are probing the effects of the internal

psychological forces of motivation, personality, perception, attitudes and learning for any given

buying situation, one force may be dominant or multiple forces may be at work.

Motivation: It is the driving force behind behavior and it is often used synonymous with wishes,

needs and desires. An understanding of motivation would seem to explain a good deal of buyer

behavior and would answer the “why” question involved in a purchase decision. Research on this

variable has however been elusive. The fact is that purchase behavior may be determined by a

host of motives, some of which may be subconscious. A person buying motivation arises from

the psychological needs. When a need reaches to a sufficient level of intensity, it becomes a

motive. Consequently, a motive drive a person to act in other to seek satisfaction (Kotler et al,

2001: 204).
Personality: It is a person’s consistent way of reacting to the world, in an outgoing manner

(extrovert) or in a withdrawn and inwardly directed manner (introvert). It is the unique

psychological characteristics that lead to relatively consistent and lasting responses to one’s own

environment. Some examples of personality traits are self-confidence, dominance, sociability,

defensiveness etc. (Kotler et al, 2001: 204). Personality have influence on buying behavior.

Customers who are high in sociability have a tendency of spending regularly. Perception: It is the

process by which a person selects, organizes and interprets information about an object.

Information about an object may be filtered or selectively received by the person, so that some

distortion may occur, what gets through may be interpreted in different ways. Thus, perception

may not be correct. Products from certain countries may be perceived as of high quality when

they are not or they may be seen as inferior when they are quite good (the letter in the case of

some made - in – Nigeria goods)

A motivated individual’s actions are guided by his/her perception of the situation. Perception in

this case is what an individual thinks about a particular product/service. Two people motivated

by the same need may not end up having the same need as they have different perception. (Kotler

et al, 2001:208).

Attitude and preferences: An attitude is a learned predisposition to react to an object in a certain

way positive or negative. It describes one’s feelings in terms of liking or disliking the object. A

preference is the condition of liking one object better than another. A positive attitude will lead

to purchase of an item but a negative attitude will not (Kotler et al, 2001: 201). A major task of

advertising is to induce positive buying attitudes towards the product. Behavior itself may affect

attitude even as attitude affects behavior. A person may not have been interested in a particular

product and may have had no attitude towards it, but on trying it he develops an attitude positive
or negative or a person may have had a negative attitude before trying a product and then

modifies the attitude to positive after trial (Kotler et al, 201).

Learning: It is a more or less permanent change in behavior that occurs as a result of practice or

experience. Learning is the interplay of drive, stimuli, cues, responses and reinforcement (Kotler

et al: 209). Learning lead to the formation of habits and attitude towards a product/service.

Consumers acquire tastes and preference through learning, for example, taste for foreign wines

and music has to be learned or developed. By repeated purchase of a brand of a product class, a

satisfied consumer may develop a strong preference for that particular brand, he there by

becomes brand loyal and purchases by habit. It would appear that the brand loyalty especially to

certain imported items is strong among buyers in urban centers in Nigeria. Examples are peak

brand of evaporated milk, already made Italian and Chinese made garments and shoes and

Toyota brand of cars etc.

Social and cultural influences

Social Influence: Man is a social being and his behavior is influence by other persons and by

groups he belongs to or aspire to belong (called reference groups). Family members, friends and

neighbors and work associates are familiar examples of people who influence us. Social

conformity is strong in buying decisions. It is sometimes surprising how many things we own are

also owned by people we associate with. (Perreault, Jerome & Mcarthy, 2005). An individual

buying decision is not only affected by frequent decision with friends, but by observing their

behavior in everyday life (Perreault et al 2005; Arnould & Thompson, 2005). A satisfied

customer will surely recommend his choice of product/service to his / her friends. Purchasing

decision for certain product categories, especially those that are conspicuously consumed are

particularly susceptible to social influence. Examples can be found in clothes, car for men,
clothes and jeweler for women and home furnishing and durable goods for household on which

friends, relatives and neighbors exert considerable influence (Perreault et al 2005; Michael

2005).

Cultural Influence: People live in cultural milieu that embraces values morals, customs, art and

language. Culture exerts a broad influence on buying behavior, and determines the kind of

products that may be used by the people (Arnould & Thompson, 2005; Perreault et al, 2008). For

example Muslims would not touch pork or alcohol. More importantly for marketing, culture and

tradition, determine the openness of a people to new ideas and their willingness to try new

products and services. In Nigeria, the ethnic groups in the Northern states have been more

tradition bound and less apt to embrace Western style of education and consumption of materials

goods than ethnic groups in the south. This differences is as a result of south’s longer contact

with Western influence (Abraham, 1997).

2.3 THEORETICAL FRAMEWORK

Theories of Consumer’s Buying

Behavior

According to Scott T. (2012) “Buying behavior” refers to all the decisions people and business

make when they buy products or services. Several different theories have been proposed to

explain and predict the buying behavior of both companies and individuals so that business

owners can make the best strategic decisions and address customer want and needs.

Rational Actor Theory

According to classical economic theory, people make their buying decisions based on a rational

analysis of their own self-interest in the situation. The buying behavior of an individual can be

predicted by analyzing what course of action would most benefit that individual. In theory, the

same principle applies to the buying decisions of groups of individual. In theory, the same
principle applies to the buying decisions of groups of individuals such as businesses. However,

the idea that people are rational factors in the first place has been questioned by more recent

economic theories.

New Institutional Economics

According to an economic theory called new institutional economics, the rationality of any

buying decision is limited by different forms of uncertainty. For instance, a person buying a

ticket to an outdoor baseball game cannot know whether it will rain or not, so he cannot know

whether he will receive any benefits from his purchase. The decision to buy or not to buy cannot

be strictly rational under these circumstances. In many buying decisions, the potential buyer

doesn’t have access to as much information as the seller. For instance, if a company is

considering investing some money in a development project, the developer might not share the

fact that he has been having problems getting the necessary permits. The company has to decide

whether or not to trust the developer, which cannot be a purely rational decision.

Process Theory

Process theory is another economic theory that seeks to explain the difference between what

people would theoretically do if they were rational economic actors and what they actually do in

practice. According to process theory, some buying decisions are from a selfdefensive

perspective and others from an opportunistic perspective, depending on the buyer’s perception of

possible gains and losses. F for instance, a good bulk price on a particular item can convince a

consumer to opportunistically buy more than he normally would and sometimes more than he

can possibly use. On the other hand, a business owner might pass up a favorable investment

simply because he doesn’t trust the people trying to sell it to him.

The Bullwhip Effect

Consumer buying behavior can have a disproportionate effect on the buying behavior of

businesses. For instance, if consumers demand for a particular product drops by 10 percent, the

company that makes the product may switch to a less-expensive supplier for one of the

component parts to make up the loss. The original supplier suffers 100 percent loss of orders

from that company because of a 10 percent drop in consumer purchases. This is known as the

bullwhip effect, because a small change at one end has dramatic effects on the other end. Some

businesses that do not sell any product directly to the public still advertise to consumers in an

attempt to influence this bullwhip effect.

2.4 EMPIRICAL REVIEW

Lifu (2012) in his research on the effects of packaging on buying choice, showed that majority of

respondents used in the study believed that the choice of buying a product is determined by the

product packaging. He argued that the perceptions of respondents towards the value added to

packaging vary as majority of the consumers believe that good and attractive packaging adds

values and quality to the product.

Lifu(2012) also found that consumers who are illiterates buy products by their packages,

which perhaps they are used to and are easily identified when sighted from distance. His overall

assessment showed that majority of respondents buy a product on mere packaging, which adds

values as well as appeal to the consumers at first sight. The result corroborates the findings of

Best (2002) and Terblanche (2006), that consumers most times are attracted at first sight to the

packaging style of a product, which perhaps create value by assisting consumers decision

process. From the above findings, Lifu argues that product packaging is a crucial issue that must

be taken seriously, when considering product design and decision. He further emphasized that

the benefit of expensive packaging are enormous. It is an important marketing mix that must be
looked into seriously, if a company want to remain in business and in present atmosphere of

competitive market. Silayoi and Speece (2004) found packaging as an important element in

marketing mix, and also stated that most durable shopping decisions are made at the point of

purchase. They further argued that packaging remains a key factor in the consumers purchasing

choice. According to them, the cost of packaging should not exceed the benefit, otherwise it

should be discouraged. On the other hand if the benefits exceed the cost, then it is worthwhile

and should be executed.

The findings that attractive packaging appeals to consumer buying choice was further

confirmed by Scott (2008). Good packaging according to Scott, assists consumers to be

comfortable with the new product, lower their perceived risk, thereby reinforcing their decision

to purchase.

Attractive packaging reduces advertising cost especially when products are displayed

conspicuously such that consumers can see them to attract their attention. In this respect, the firm

does not require so much advertisement (Best, 2002).

Other authors have studied the impact of product packaging on consumers buying choice

as well as impulse buying. Their studies was carried out to understand how product packaging

influence customers buying decision. The authors are Veloutsou et al, (2004); Peters- texeria and

Badrie, (2007).Lifu (2003) states that poorly packaged products poses serious problem to

salesmen, as they will require so many explanations to persuade the consumer to buy them.

Organizations sometimes feel that they can cut cost by going for cheap attractive packaging.

These types of organizations according to Lifu (2003), soon realize after the costly mistake has

been made that they need good and attractive packaging.

 Product packaging as it stands today, establishes a direct link with the consumers at the

point of purchase as it can influence the perceptions they have for a particular brand. The

attention of the customer is drawn to a product through an outstanding design. In present day

marketing, coupled with stiff competition and wide application of marketing concepts, it is

necessary that product permeates all aspects of marketing (Lifu, 2012)

In a study carried out by Lifu (2012), majority of respondents who were used in the

study, were of the opinion that consumers are first attracted to a product by its nature of

packaging. This according to them draws their curiosity in wanting to know what the product is

all about and in the process, they are persuade to buy it. Also in a study carried out by Lifu

(2012), majority of respondents are attracted to a product that is appealing and alluring as a result

of its packaging design. He found that majority of respondents sometimes are tempted to buy a

product out of impulse purchase as a result of its attractive packaging, which ensures durability

and preservation. The findings confirmed the study of Richert (1974) that nearly half the

items bought in supermarkets are taken from shelves on impulse. He further argued that when

this occurs, the customer rely on the attractive part of the product which only happens from

packaging of such products.

Similarly, Stilley, Jeffrey and Kirk (2010) also found a significant relationship between

individual impulsiveness and aisles shop in grocery trips. They also found that firms that embark

on good packaging style of their products are in a better, competitive edge than others who

package their products shabbily. According to them in the absence of promotion, firms can easily

sell their products through making their package attractive and appealing at first sight to

consumers.
 Stilley et al (2010) and Laforet (2011) studied product not initially planned for purchase,

their study revealed that product packaging induce impulse buying. They found that consumers

sometime complain of over purchasing, which in most cases leave them stranded due to

unplanned estimation, and that impulse buying is prevalent when consumers are lured to buy

product without pre-shipping intentions.

Bae, Nam & Kim (2011) stated that customers are more likely to purchase on impulse,

when they discover a product by chance with a promotion. Consumers purchase products at

times for trial purpose with the intention for regular patronage, but the impression obtained from

the first purchase and consumption of the products could determined their continued patronage of

the product. Balancing of good packaging with quality is necessary to sustain customers and for

organization to stay in business (Terblanche, 2006)

Zhang and Wang (2010) found impulse buying to be a common phenomenon, and emphasized

that negative evaluation of the product may reduce consumers loyalty and may affect repeated

purchased, if the firm concerned does not pay good attention to the quality content of the

product. They found consumers satisfied with the products after impulse purchase.

Saeed, Lodhi, Mukhtar, Hussain, Mahmood and Ahmad (2013), integrate the brand

image, brand attachment and environmental effects and their impact on consumer purchase

decision. Results elaborates that brand image don’t have a positive relation with purchase

decision, brand attachment has a moderate positive relation with purchase decision and

environmental effects but don’t have a positive relation with purchase decision.

The consumers purchase more quantity of the products, after looking a well-labeled

product. Therefore labeling influences the consumer buying behavior, but there are some other
factors also, which influence the consumer buying behavior (Saeed, Lodhi, Rauf, Rana,

Mahmood & Ahmed, 2013).

In recent times, people are becoming more concerned towards green purchasing because

of a grown consciousness for environmental protection. Green purchasing is essentially the act of

buying environmental friendly products. The research model in this study examines the

consequences of predictor variables (environmental concern, organizational green image and

environmental knowledge) upon criterion variable (green purchase intention) with the

moderating effect of perceived product price and quality (Underwood, 2003; Rettie & Brewer,

2000; Barber, Almanza, & Donovan, 2006). Adelina & Morgan (2007) conclude that Packaging

could be treated as one of the most valuable tool in today’s marketing communications;

Packaging has an important impact on consumers buying behavior. The impact of packaging and

its elements can impact the consumer’s purchase decision.

According to Karbasivar & Yarahmadi (2011), more apparel impulse buying and

promotional approaches (cash discount) usage between sample, as well as in-store form display

(window display) has important role to encourage consumers to buying impulse. They can gift

complementary products to encourage consumer to buying impulse. Also sealers can increase

apparel impulse buying with decorating their stores in modern style and use attractive lights and

colours. The result of the study proves that there is a pivotal relationship between window

display, credit card, promotional activities (discount, free product) and consumer impulse buying

behaviour (Alice, 2006).

According to Erzsebet & Zoltan (2021) both the qualitative and quantitative research

showed that respondents adopted similar risk reduction strategies in their purchase of baby care

products. This research investigated consumer perceptions and buying behavior of baby care
products. The results of the primary research showed that consumers’ needs satisfied with the

product in terms of reliability and performance and packaging.

According to Butkeviciene, Stravinskiene and A. Rutelione (2008), impulse buying is

indeed a relevant factor in CE retailing, thus justifying the use of sales packaging. However,

optimization is still important. From an economical and environmental perspective it is very

costly to apply sales packaging (with additional material use and transport volume) to products

that do not need them, or to apply them in an ineffective way.

Saeed, Lodhi, Mukhtar, Hussain, Mahmood and Ahmad (2022), integrate the brand

image, brand attachment and environmental effects and their impact on consumer purchase

decision. Results elaborates that brand image don’t have a positive relation with purchase

decision, brand attachment has a moderate positive relation with purchase decision and

environmental effects but don’t have a positive relation with purchase decision.
 CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Introduction

This chapter covers the description and discussion on the various techniques and procedures

used in the study to collect and analyze the data as it is deemed appropriate

3.2 Research Design

For this study, the survey research design was adopted. The choice of the design was informed

by the objectives of the study as outlined in chapter one. This research design provides a quickly

efficient and accurate means of assessing information about a population of interest. It intends to

study the effect of packaging on consumer buying choice of selected consumer goods (Maggie

noodles and Cadbury Chocolates). The population for this was Calabar metropolis.

3.3 Population of the Study

The population for this study were residents in Dehradun. A total of 100 respondents were

selected from the population figure out of which the sample size was determined.

3.4 Research Instrument and Instrumentation

Data for this study was collected from primary and secondary sources. The primary source of

data collected was mainly the use of a structured questionnaire which was designed to elicit

information on the effect of packaging on consumer buying choice of selected consumer goods

(Maggie noodles and Cadbury Chocolates). The secondary source of data collections were

textbooks, journals and scholarly materials.

3.5 Validity of Instrument

The instrument of this study was subjected to face validation. Face validation tests the

appropriateness of the questionnaire items. This is because face validation is often used to
 indicate whether an instrument on the face of it appears to measures what it contains. Face

validations therefore aims at determining the extent to which the questionnaire is relevant to the

objectives of the study. In subjecting the instrument for face validation, copies of the initial draft

of the questionnaire will be validated by supervisor. The supervisor is expected to critically

examine the items of the instrument with specific objectives of the study and make useful

suggestions to improve the quality of the instrument. Based on his recommendations the

instrument will be adjusted and re-adjusted before being administered for the study.

Method of Data Collection

This study is based on the two possible sources of data which are the primary and secondary

source.

a. Primary Source of Data: The primary data for this study consist of raw data

generated from responses to questionnaires and interview by the respondents.

b. Secondary Source of Data: The secondary data includes information obtained through

the review of literature that is journals, monographs, textbooks and other periodicals.

3.6 Method of Data Analysis

Data collected will be analyzed using frequency table, percentage and mean score analysis while

the nonparametric statistical test (Chi- square) was used to test the formulated hypothesis using

SPSS (statistical package for social sciences). Haven gathered the data through the
administration of questionnaire, the collected data will be coded, tabulated and analyzed using

SPSS statistical software according to the research question and hypothesis. In order to

effectively analyze the data collected for easy management and accuracy, the chi square method

will be used for test of independence. Chi square is given as

X2 = ∑ (o-e)2

Where X2 = chi square

o = observed frequency

e = expected frequency

Level of confidence / degree of freedom

When employing the chi – square test, a certain level of confidence or margin of error has to be

assumed. More also, the degree of freedom in the table has to be determined in simple variable,

row and column distribution, degree of freedom is: df = (r-1) (c-1)

Where; df = degree of

freedom r = number of

rows

c = number of columns.

In determining the critical chi _ square value, the value of confidence is assumed to be at 95% or

0.95. a margin of 5% or 0.05 is allowed for judgment error.

 CHAPTER FOUR

DATA ANALYSIS AND INTERPRETATION

4.1 Introduction

This chapter deals with the presentation and analysis of the result obtained from questionnaires.

The data gathered were presented according to the order in which they were arranged in the

research questions and simple percentage were used to analyze the demographic information of

the respondents while the chi square test was adopted to test the research hypothesis.

4.2 Analysis of Demographic Data of Respondents

Table 1: Gender of Respondents

Frequency Percent Cumulative Percent

Valid Male 65 65.0 65.0

Female 35 35.0 100.0

Total 100 100.0

Source: Field Survey.

Table 1 above shows the gender distribution of the respondents used for this study. Out of the

total number of 100 respondents, 65respondents which represent 65.0percent of the population

are male. 35 which represent 35.0 percent of the population are female.
Table 2: Age range of Respondents

Cumulative

Frequency Percent Percent

Valid 20-30years 15 15.0 15.0

31-40years 10 10.0 25.0

41-50years 25 25.0 50.0

51-60years 20 20.0 70.0

above 60years 30 30.0 100.0

Total 100 100.0

Source: Field Survey.

Table 2 above shows the age grade of the respondents used for this study. Out of the total

number of 100 respondents, 15 respondents which represent 15.0percent of the population are

between 20-30years. 10respondents which represent 10.0percent of the population are between

31-40years. 25respondents which represent 25.0percent of the population are between 41-

50years. 20respondents which represent 20.0percent of the population are between 51-60years.

30respondents which represent 30.0percent of the population are above 60years.

Table 3: Educational Background of Respondents

 Cumulative

Frequency Percent Percent

Valid FSLC 20 20.0 20.0

WASSCE/GCE/NECO 25 25.0 45.0

BSC 35 35.0 80.0

MSC/PGD/PHD 15 15.0 95.0

OTHERS 5 5.0 100.0

Total 100 100.0

Source: Field Survey.

Table 3 above shows the educational background of the respondents used for this study. Out of

the total number of 100 respondents, 20 respondents which represent 20.0percent of the

population are FSLC holders. 25 which represent 25.0percent of the population are

SSCE/GCE/WASSCE holders. 35 which represent 35.0percent of the population are

OND/HND/BSC holders. 15 which represent 15.0percent of the population are MSC/PGD/PHD

holders. 5 which
 h represent 5.0percent of the population had other type of educational qualifications.

Cumulative

Frequency Percent Percent

Valid Single 30 30.0 30.0

Married 55 15.0 45.0

Divorced 5 20.0 65.0 Table 4; Martial

status
Widowed 10 15.0 80.0

Total 100 100.0

Table 4 above shows the marital status of the respondents used for this study. 30 which represent

30.0percent of the population are single. 55 which represent 55.0percent of the population are

married. 5 which represent 5.0percent of the population are divorced. 10 which represent

10.0percent of the population are widowed.

Table 5: Category of Respondents

Cumulative

Frequency Percent Percent

Valid Civil servant 25 25.0 25.0

Self-employed 15 15.0 40.0

Students 25 25.0 65.0

Unemployed 35 35.0 100.0

Total 100 100.0

Source: Field Survey

Table 5 shows the category of respondents used for the study. 25 respondents representing

25.0perrcent of the population under study are civil servants. 15 respondents representing

15.0percent of the population under study are self-employed. 25 respondents representing

25.0perrcent of the population under study are students while 35 respondents representing

35.0perrcent of the population under study are unemployed.

4.3 Analysis of Psychographic Data

Table 6: Package attracts consumer’s attention to particular brand, enhances its image,

and influences consumer’s perceptions about product

 Cumulative

Frequency Percent Percent

Valid Strongly agree 30 30.0 30.0

Agree 42 42.0 72.0

Undecided 10 10.0 82.0

Disagree 10 10.0 92.0

Strongly disagree 8 8.0 100.0

Total 100 100.0

Source: Field Survey.

Table 6 shows the responses of respondents if package attracts consumer’s attention to particular

brand, enhances its image, and influences consumer’s perceptions about product. 30 respondents

representing 30.0percent strongly agreed that package attracts consumer’s attention to particular

brand, enhances its image, and influences consumer’s perceptions about product. 42 respondents

representing 42.0percent agreed that package attracts consumer’s attention to particular brand,

enhances its image, and influences consumer’s perceptions about product. 10 respondents

representing 10.0 percent were undecided. 10 respondents representing 10.0percent disagreed

that package attracts consumer’s attention to particular brand, enhances its image, and influences

consumer’s perceptions about product. 8 respondents representing 8.0percent strongly disagreed

that package attracts consumer’s attention to particular brand, enhances its image, and influences

consumer’s perceptions about product.

Table 7: There is no relationship between packaging and consumer buying decision

 Cumulative

Frequency Percent Percent

Valid Strongly agree 10 10.0 10.0

Agree 15 15.0 25.0

Undecided 5 5.0 30.0

Disagree 40 40.0 70.0

Strongly disagree 30 30.0 100.0

Total 100 100.0

Source: Field Survey.

Table 7 show the responses of respondents if there is no relationship between packaging and

consumer buying decision. 10 of the respondents representing 10.0percent strongly agree that

there is no relationship between packaging and consumer buying decision. 15 of the respondents

representing 15.0percent agree that there is no relationship between packaging and consumer

buying decision. 5 of them representing 5.0percent were undecided. 40 of the respondents

representing 40.0percent disagree that there is no relationship between packaging and consumer

buying decision. 30 of the respondents representing 30.0percent strongly disagree that there is no

relationship between packaging and consumer buying decision.

Table 8: Package imparts unique value to products, works as a tool for differentiation and

helps consumers to choose the product from wide range of similar products, stimulates

customers buying behavior

 Cumulative

Frequency Percent Percent

Valid Strongly agree 60 60.0 60.0

Agree 25 25.0 85.0

Undecided 10 10.0 95.0

Disagree 5 5.0 100.0

Total 100 100.0

Source: Field Survey.

Table 8 show the responses of respondents if package imparts unique value to products, works as

a tool for differentiation and helps consumers to choose the product from wide range of similar

products, stimulates customers buying behavior. 60 of the respondents representing 60.0percent

strongly agree that package imparts unique value to products, works as a tool for differentiation

and helps consumers to choose the product from wide range of similar products, stimulates

customers buying behavior. 25 of the respondents representing 25.0percent agree that package

imparts unique value to products, works as a tool for differentiation and helps consumers to

choose the product from wide range of similar products, stimulates customers buying behavior.

10 of them representing 10.0percent were undecided. 5 of the respondents representing

5.0percent disagree that package imparts unique value to products, works as a tool for

differentiation and helps consumers to choose the product from wide range of similar products,

stimulates customers buying behavior.

Table 9: The effect of packaging on consumer buying choice of selected consumer goods

(Maggie noodles and Cadbury Chocolates) is up to a great extent

 Cumulative

Frequency Percent Percent

Valid Strongly agree 25 25.0 25.0

Agree 32 32.0 57.0

Undecided 13 13.0 70.0

Disagree 15 15.0 85.0

Strongly disagree 15 15.0 100.0

Total 100 100.0

Source: Field Survey.

Table 9 shows the responses of respondents if the effect of packaging on consumer buying

choice of selected consumer goods (Maggie noodles and Cadbury Chocolates) is up to a great

extent. 25 of the respondents representing 25.0percent strongly agree that the effect of packaging

on consumer buying choice of selected consumer goods Maggie noodles and Cadbury

Chocolates) is up to a great extent. 32 of the respondents representing 32.0percent agree that the

effect of packaging on consumer buying choice of selected consumer goods (Maggie noodles

and Cadbury Chocolates) is up to a great extent. 13 of the respondents representing 13.0percent

were undecided. 15 of the respondents representing 15.0percent disagree that the effect of

packaging on consumer buying choice of selected consumer goods ( Maggie noodles and

Cadbury Chocolates) is up to a great extent. 15 of the respondents representing 15.0percent

strongly disagree that the effect of packaging on

consumer buying choice of selected consumer goods (Maggie noodles and Cadbury Chocolates)

is up to a great extent.
Table 10: There is relationship between value and quality of packaging and consumer

buying behavior

Cumulative

Frequency Percent Percent

Valid Strongly agree 65 65.0 65.0

Agree 30 30.0 95.0

Disagree 3 3.0 98.0

Strongly disagree 2 2.0 100.0

Total 100 100.0

Source: Field Survey.

Table 10 show the responses of respondents if there is relationship between value and quality of

packaging and consumer buying behavior. 65 of the respondents representing 65.0percent

strongly agree that there is relationship between value and quality of packaging and consumer

buying behavior. 30 of the respondents representing 30.0percent agree that there is relationship

between value and quality of packaging and consumer buying behavior. 3 respondents

representing 3.0percent were undecided. 3 of the respondents representing 3.0percent disagree

that there is relationship between value and quality of packaging and consumer buying behavior.
2 of the respondents representing 2.0percent strongly disagree that there is relationship between

value and quality of packaging and consumer buying behavior.

 CHAPTER FIVE

CONCLUSION AND RECOMMENDATIONS

5.1 Conclusion

Packaging could be treated as one of the most valuable tool in today’s marketing

communication, necessitating more detail analysis of its elements and an impact of those

elements on consumer purchasing decision. A good and an attractive product packaging has

greater tendency to enhance positive purchasing decision towards the product. The researcher

has found that product brand image is stimulated by perfect combination of packaging elements

to enhance the consumers’ perception of the product in the market place. Often, packaging is

perceived to be part of the product and it can be difficult for consumers to separate the two.

Packaging has a better reach than advertising does, and can set a brand apart from its

competitors. It promotes and reinforces the purchase decisions not only at the point of purchase,

but also every time the product is used. Packaging can even drive the brand choice of products.

As a matter of facts, people are becoming more and more demanding. Packaging has been

gradually shown its important role in a way to serve consumers more by providing information

and delivery functions. With its different functional to ease and to communicate with consumers,

there is no doubt about increasingly important role of packaging as a strategic tool to attract

consumers’ attention and their perception on the product quality.

5.2 Recommendations

The following recommendations are therefore proffered based on the conclusion and result of

findings.

i. It is highly recommended to the marketing and business units that they should pay

proper attention for good packaging. If they accept or introduce the poor packaging then
 it could be one of the causes of product failure in the market. It is necessary to set the

packaging standard and to implement strategy accordingly or better protection of a

product.

ii. Great attention should be paid to promotional role of packaging to be more attractive

because it plays critical role to attract more consumers, it is very important to put into

consideration using variety of media to enhance this role, because consumers have

different view points towards product (by designing and implanting the promotional

plans timely).

iii. The package design has a very strong impact on consumers’ perception. According to

previous analysis, results has proved that different elements of package design played

very important roles, such as picture, size, colour and shape. Consumers are willing to

have easy instructions on the package, an easy handled/opened/closed package. All these

elements contribute to attract consumers’ attention and interest. The combination of these

elements gives the product more attraction.

 REFERENCES

WWW.WIKIPEDIA.COM

WWW.YAHOO.COM

http:/scribd.com
http:/google.com
http:/www.maggi.in
 APPENDIX I

QUESTIONNAIRE

INSTRUCTION: Please endeavor to complete the questionnaire by ticking the correct

answer (s) from the options or supply the information where necessary.

1. Gender

a. Male

b. Female

2. Age range

a. 20-30

b. 31-40

c. 41-50

d. 51-60

e. Above 60

3. Educational qualification

a. FSLC

b. WASSCE/GCE/NECO

c. BSC

d. MSC/PGD/MBA/PHD

e. Others

4. Marital Status

a. Single

b. Married
 c. Divorced

d. Widowed

5. Category of Respondent

a. Civil Servant

b. Self Employed

c. Students

d. Unemployed

SECTION B

QUESTIONS ON EFFECT OF PACKAGING ON CONSUMER BUYING CHOICE OF

SELECTED CONSUMER GOODS IN CALABAR METROPOLIS

6. Package attracts consumer’s attention to particular brand, enhances its image, and

influences consumer’s perceptions about product.

a. Strongly agreed

b. Agreed

c. Undecided

d. Disagreed

e. Strongly disagreed

7. There is no relationship between packaging and consumer buying decision.

a. Strongly agreed

b. Agreed

c. Undecided

d. Disagreed
 e. Strongly disagreed

8. Package imparts unique value to products, works as a tool for differentiation and helps
consumers to choose the product from wide range of similar products, stimulates

customers buying behavior.

a. Strongly agreed

b. Agreed

c. Undecided

d. Disagreed

9. The effect of packaging on consumer buying choice of selected consumer goods

(Maggie noodles and Cadbury Chocolates) is up to a great extent.

a. Strongly agreed

b. Agreed

c. Undecided

d. Disagreed

e. Strongly disagreed

10. There is relationship between value and quality of packaging and consumer buying

behavior.

a. Strongly agreed

b. Agreed

c. Undecided

d. Disagreed

e. Strongly disagreed