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Abstract
The study examines product packaging and consumer buying behavior of cosmetic products in Port Harcourt, Rivers State. The survey design was employed in the study. The population of this study constitutes 53 management, staff and marketers of the selected cosmetic shops in Port Harcourt, Rivers State. The judgmental sampling technique which is a non-probability sampling technique was used for selecting the sample size. The sample size of this study was a judgmental sample of 53 respondents which comprise of management, staff and marketers of Forever Living Products, Port Harcourt Distributor, Uju Hairs & Cosmetics Store and Henrol Cosmetics all in Port Harcourt. In this study both the primary and secondary data were used. The instrument for data collection was the Questionnaire. The data collected were processed electronically using Statistical Packages for Social Sciences (SPSS Version 22). The statistical test used in the testing of the hypotheses was Pearson Product Moment Correlation Coefficient. The study found a significant positive relationship between the three dimensions of packaging (packaging colour, packaging material and packaging design) and Consumer Buying Behaviour of selected cosmetics products in Port Harcourt. Based on the findings of the study, we recommended that Cosmetic manufacturing firms should focus much of their attention on Colour and Labelling of their products so that their market share can be increased. Furthermore, organizations should not relent in their packaging material and design efforts as these have been found to be very useful in attracting customers for purchase trials.
Table of Contents
Cover Page 2
Declaration 3
Certification 4
Dedication 5
Acknowledgement 6
Abstract 7
Table of Contents 8
List of Tables 10
List of Figures 11
CHAPTER 2 19
REVIEW OF RELATED LITERATURES 19
2.1 Conceptual Review 19
2.1.1 Concept of Packaging 19
2.1.2 Dimensions of Product packaging 22
2.1.3 Consumer Buying Behaviour 25
2.1.4 Measures of Consumer Buying Behavior 26
2.1.5 Packaging and Consumer Buying Behaviour 30
2.2 Theoretical Frameworks 31
2.2.1 Consumer buying Behaviour (Alfred Marshall, 1994). 31
2.3 Review of Related Empirical Studies 32
2.4 Summary of Review of Related Literature 34
CHAPTER 3 36
RESEARCH METHODOLOGY 36
3.1 Research Design: 36
3.3 Sampling Techniques Used 36
3.4 Sample Size 37
3.5.1 Primary Source (s) of Data 37
3.5.2 Secondary Sources of Data 37
3.6 Research Instrument for Data Collection 37
3.7 Validity and Reliability of Instrument 38
3.8 Techniques for Data Analysis/Test of Hypotheses 39
CHAPTER 4 40
DATA PRESENTATION AND ANALYSIS 40
4.1 Questionnaire Distribution and Retrieval 40
4.2 Data Analysis and Presentation 41
4.4 Hypotheses Testing 45
4.5 Discussion of Findings 47
CHAPTER 5 49
SUMMARY, CONCLUSION AND RECOMMENDATIONS 49
5.1 Summary 49
5.2 Conclusion 49
5.3 Recommendations 50
References 51
Appendix I 55
Appendix II 56
Questionnaire 56
List of Tables
Table 4.2: Age 41
Table 4.3: Sex 41
Table 4.4: Academic Qualification 42
Table 4.5: Packaging colours and Consumer Buying Behaviour 42
Table 4.6: 2.Packaging Material and Consumer Buying Behaviour 43
Table 4.7: 3.Packaging Design and Consumer Buying Behaviour 44
Table 4.1: Questionnaire Administration and Retrieval 40
List of Figures
Fig2.1: A Conceptual framework showing the relationship between Packaging and Consumer Buying Behavior. 19
CHAPTER 1
INTRODUCTION
1.1 Background of the Study
In modern marketing, the study of consumer buying behaviour helps the manufacturers to know what to provide and also the marketer whom to sell the products to. Consumer buying behaviour is the assessment processes and acts of customers involved in buying and using goods or services. Consumer buying behaviour enables them segment the market and serve it satisfactorily and profitable. Marketers or organization must appreciate the importance of studying the behaviour of consumers in its target market, asserting that this may enable them to reasonably predict the consumer’s purchasing power.
Consumer buying behaviour thinks about studying individuals, groups or organization and every activities related to purchase, use and disposal of products and services, including the consumer’s emotional, mental and behavioural response that precede or follows these activities. Consumer behaviour includes all those activities or decisions through which a consumer passes for obtaining, consuming and taking away products and services (Shamsi, 2018).
It is important that each marketer must have relatively complete knowledge about the patron behavior normally. A consumer buying behavior is influenced by cultural, social economic/demographic, psychological factors. Amongst these factors, cultural factors exert the broadest and deepest influence. Consumer is the ultimate user of a product or services. A consumer is the one who derives the satisfaction or benefit offered (Nennaton & Peace, 2012).
Consumer buying behavior is often influenced by a leading brand. This value is created by generating demand (via repurchases) and securing of future earnings for the organization (Sullivan and Oliveira, 2003). Packaging today has grown in importance in the face of stiff competition clamouring for the consumer’s attention. This is buttressed by Underwood, Klein and Burke (2001) who said packaging is also utilized as a marketing tool to get the consumer’s attention, to promote and convey messages about the products attributes to consumers whilst still on the shelf or at the point of sales. Packaging is considered as the fifth ‘p’ of marketing after product, price, promotion and place (Ladipo and Rahim, 2013) and as the fifth ‘p’ of marketing, Kotler (2000) cited in Nayyar (2012) defined packaging as the activities of designing and producing the container or wrapper for a product. This means that companies must monitor and change product packaging on a regular basis to ensure its continuous and increasing appeal to target audiences (Ladipo & Rahim, 2013). Packaging has developed into one of the most sophisticated, holistic and influential examples for those who design it and for those people who are considered intermediates for selling products from manufacturers to the end consumers (Nayyar, 2012). Packaging of a product is therefore, an important issue in the growing use of packaging as a marketing tool for self-service, since 73% of products are sold on a self-service bases at the point of sale (Silayoi & Speece, 2004). Packaging plays a major role when products are purchased; after all, it is the first thing seen before making purchase choices (Kamaladevi, 2010; Galdeano, Ahmed, Fati, Rehan, & Ahmed, (2019). There is huge competition in the business world, both locally and globally, and businesses are competing with other businesses for consumers. Organizations now engage in good packaging and repackaging of their product making it difficult for consumers to make choices among different competing product. This business world is changing also. As trends change, the desires of the consumers are changing as well. Product packaging in general is intended to protect the product but as at now, it is also intended to increase sales.
According to Ladipo and Rahim, (2013) package attracts consumer’s attention to particular brands, enhances its image, and influences consumer’s perceptions about products, thus packaging a certain product based on your consumer needs, the producer can use labeling or image description to arouse the interest of the consumer to purchase that product. When the consumer is moved by the image or label used to package the product he or she desires or makes a purchase for that product that is needed. A lot of firms in the industry have embarked on one strategy or the other in order to gain more market share for their products. In an attempt to get more customers to purchase their products, companies have engaged in different innovations so as to make their product compete with that of competitors, the packaging form is one way to gain consumer notice (Oladele, 2012). Best (2002), opined that attractive packaging creates value by helping consumer decision process, which mean that attractive packaging calls for repeated patronage from consumers, which enable the firm to generate profit. Scot (2008) stated that attractive packaging can attract customers to try product at first sight.
1.2 Statement of the Problem
Packaging plays a vital role in attracting consumers towards any product. Packaging is also used as the promotional tool for the companies and it includes: Color, material, designs & other characteristics. Packaging is the overall package offer by the company to its consumers and stimulates the impulse buying behavior. Packaging attracts consumers and increases its sale. It also reduces the marketing and advertisement cost of the product. In the past decades companies are not focused on their product packaging.
Previous researches show that there is no agreement on overall classification of packaging material and package elements. There is also disagreement regarding the methods of packaging impact on consumer’s patronage. In order to increase sales and improve competitive advantage, companies have been using various products packaging mix (Oladele, 2012). Other studies also showed that there is a disagreement between packaging quality and consumers buying behavior. Consumer is very fond of new thing which attract them and the thing consumers hit at first sight is its attractive packing. Many researches focus on the elements of packaging, color, material and other packaging materials which have the impact on the purchasing intentions of the consumers. Hence, the study seeks to examine the relationship between product packaging and consumer buying behavior of cosmetic products in Rivers State.
1.3 Purpose of the Study
The main purpose of the study is to examine the relationship between product packaging and consumer buying behavior of cosmetic products in Rivers State. The specific objectives were as follows;
1. To examine the relationship between packaging colour and consumer buying behavior of cosmetic products in Rivers State.
2. To examine the relationship between packaging material and consumer buying behavior of cosmetic products in Rivers State.
3. To examine the relationship between packaging design and consumer buying behavior of cosmetic products in Rivers State.
1.4 Research Questions
1. How does packaging colour associate with consumer buying behavior of cosmetic products in Rivers State.
2. How does packaging material associate with consumer buying behavior of cosmetic products in Rivers State.
3. How does packaging design associate with consumer buying behavior of cosmetic products in Rivers State.
1.5 Research Hypotheses
The following hypotheses were postulated to guide the study
H01: There is no significant relationship between packaging colour and consumer buying behavior of cosmetic products in Rivers State.
H02: There is no significant relationship between packaging material and consumer buying behavior of cosmetic products in Rivers State.
H03: There is no significant relationship between packaging design and consumer buying behavior of cosmetic products in Rivers State.
1.6 Significance of the Study
Packaging is often the only promotional material available at the point of purchases which inform remind and also stimulate the buyers. Lack of adequate packaging is a concern for cosmetics products in Nigeria. Specifically, the finding of this study is expected to benefit the following stakeholders; to the government, the study would provide greater insight into the relationship between packaging, consumer behavior and patronage of cosmetic products. This may aid in formation of policies and regulation that can help improve Sales Volume, profitability and market shares and by extension increase job creation. Companies may benefit from the study as they could better understand the underlying product packaging activities influencing consumer behavior of companies and they may be better placed to deal with hurdles that impede successful packaging performance. The study could also benefit the academic community as it may contribute to the increasing body of literature on product packaging.
1.7 Scope of the Study
The study is delimited under the following heading: content scope, geographical scope and unit of analysis.
Content Scope: The content scope of this study involves an investigation to ascertain the relationship between product packaging and consumer buying behavior of cosmetic products in Rivers State. The dependent variable is consumer buying behavior, measured by cultural factors, demographic factors and social factors. While independent variable is product packaging with packaging colour, packaging materials and packaging designs as dimensions.
Geographical Scope: This study is delimited to Port Harcourt Metropolis with reference to selected cosmetic products distributors which include Forever Living Products Port Harcourt Distributor, 4, Welechi Street, Rumuoke, New Road, Port Harcourt, Uju Hairs & Cosmetics Store, Woji, 31 Ogbatai Road, Port Harcourt and Henrol Cosmetics, 118 Rumuola Rd, Port Harcourt.
Unit of Analysis: The unit of analysis in this research involves both senior and Junior staff of the selected cosmetic products distributors and their customers at the time of the study.
1.8 Limitation of the Study
In course of carrying out this research, the researcher met with a lot of constraints. Among these constraints were: The time frame which this research was expected to be completed which was too short.
Secondly, the cost in carrying out this research work which acted as a barrier as the researcher was not financially buoyant to cope with all the cost.
Finally, assembling the relevant materials needed for this work was a problem. It was difficult due to the fact that some of the respondents were not willing to give us the required coorperation.
1.9 Definition of Terms
Packaging: The container or wrapper that holds a product or group of products.
Marketing: The activity of presenting, advertising and selling a company’s products in the best possible way.
Consumer: The buyer of goods and services.
Products: Anything tangible or intangible that can be offered to the market for attention, acquisition and consumption.
Branding: This process involves creating a unique name and image for a product in a consumer’s mind.
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