EFFECT OF PACKAGING ON CONSUMER BEHAVIOUR
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EFFECT OF PACKAGING ON CONSUMER BEHAVIOUR
Chapter one
INTRODUCTION
1.1 Background of the Study
In the Nigerian business climate, most produced or processed goods are sold in packages. Few genuine things are seen, but the remainder are packets of various sizes, colours, and sorts.
Packaging can be defined as the actions in product planning that entail the creation of forms, the general design of a container, or a product wrapper.
customer behaviour, on the other hand, can be defined as the way a customer perceives, thinks, or reacts to the purchase of goods or services, influenced by some elements that the market cannot control but must be considered in the marketing planning process.
These include cultural, social, personnel, and psychological issues. In Nigeria, common packaging materials include cartons, plastic cans, bags, bottles, and glass. Each of these materials has grown in popularity due to the numerous roles they play in product promotion.
Packaging has two fundamental functions: containment and promotion. Containment is critical for efficient physical distribution, while the promotional part of packaging seeks to generate demand.
Packaging is usually a more important factor in convenience items than in shopping or special goods.The relevance of packing varies depending on the purchasing habits of customers.
Self-service improves the utilisation of packaged products, such as frequent reseal and reuse, which may make the package a significant sales influencing element.
For some items, such as cosmetics, larger beer, soft drinks, and so on, packaging, among other things, may be more significant than any other aspect due to the high degree of competition they (the products) face.
In some circumstances, promotional instruments, such as electronic media (TV), may greatly impact package decision. As a result, packaging has taken on an increasingly important role in driving purchases,
and most manufacturers have recognised the relevance of packaging in influencing consumer behaviour, or how consumers react to the box.
The role of packaging as a promotional tool or communication method is an important aspect of a company’s product development strategy, as this study will show.
There are numerous reasons for the increased acknowledgment of packaging as an independent and powerful selling technique.
a) Self Service: With the rise of supermarkets and department stores, the majority of products are offered in this format. The packaging must now perform numerous sales responsibilities. It must draw attention, describe the product’s features, instill trust in the consumer, and leave a positive impression.
b) Collective Markets: In Nigeria today, the majority of our goals are achieved through this collective market, and they are well-designed and positioned to be seen by customers.
e) Consumer Affluence: As consumer affluence rises, they are willing to spend slightly more for the ease, appearance, dependability, and prestige of superior packaging.
d) Company and Brand Image:Many businesses are recognising the importance of well-designed packaging in promoting quick consumer recognition of the company or brand.
Packaging is a tool for not only identifying product categories, but also carrying out the brand’s positioning concept in terms of quality, cost, and other functions.
The producer can differentiate its goods at the point of sale by employing a distinctive pack and brand name, as well as designing, advertising, and promotional methods to build consumer perception of the products.
One of the most essential jobs is that it allows marketers to communicate the features of their products to the target market in order to coordinate and determine the affects that other companies’ activities have on packaging.
The happiness obtained from a product is contingent on its packaging, thus consumers are open to both technical and aesthetic improvements in package design.
“With the increasing pressure on both consumer products, marketing executives, package design is certainly more than just a nice look, but will have to bow more to the ever changing market and economic influence” .
Many authors have expressed varying opinions on where packaging fits into the marketing mix. Some consider it part of the product, while others include it in the definition of the four “Ps” (4ps).
Under the selling principle, a corporation creates a product and then employs a variety of techniques to persuade a customer’s demand to match its supply.
However, the inverse is true in marketing concepts. The corporation finds out what the client wants and then strives todevelop a product that would satisfy the want financially.
This research will look at the effects of packaging on customer behaviour, its value to the manufacturing business, its advantage to middlemen, and its role as a promotional or communication tool.
1.2 Statement of the Problem
In our ever-expanding economy, the overpowering motivation is only matched by a dearth of managerial expertise. Most businesses and individuals frequently ask whether packaging is for containment or promotional objectives, as well as how consumers or purchasers react to the box.
According to the findings of this project, most organisations encounter one or more issues when implementing the marketing mix. They must identify and address these issues if they want to strengthen their position in their respective industries; consequently,
the problems that can be correlated or related to packaging as they effect client behaviour through promotion are as follows:
1) Can an attractively designed package lead to an impulse purchase?
2) Will a change in package design influence the consumer’s choice of product?
1.3 RESEARCH QUESTIONS.
1) Can an attractively packaged product create an impulse purchase?
2) Can a change in package design influence a consumer’s choice of product?
3) Should packaging design incorporate functional values such as convenience?
4) Can the company’s image be represented through its packaging policy, serving as a reminder of the products?
1.4 Research Hypotheses
In research, hypotheses are speculative statements made by Et] that may be true or false till proven differently. For the sake of this research study, such statements must be tested in order to give a solid and authentic foundation for our investigation and findings.
In this regard, the following assumptions will be tested:
Ho: That a properly packaged goods cannot generate impulse purchases.
Hi: That a properly packaged goods can induce impulse purchases.
Ho: A change in package design will not alter a consumer’s product selection.
Hi: A change in package design can influence a consumer’s product decision.
Ho: The packaging design should not be based on functional value.
H1: Packaging design should incorporate utilitarian value.
Ho: The company’s image cannot be represented through its packaging policies.
Hi: That the company’s image can be projected via its packaging policy.
1.5 Object of the Study
When marketing a product or service, a variety of functional activities must be coordinated to fulfil the appropriate marketing objectives, which may improve sales revenues.
This research focuses on the significance of packaging in influencing consumer behaviour and serving as a means of promotion or communication in the sale of goods in a manufacturing organisation.
The reason for this is that most people regard packing as the container or wrapping used to store the contents of a product; hence, this will be investigated. The primary objectives of this study are as follows:
a) Determine whether an attractively packaged product can lead to impulse purchases.
b) Determine how a change in package design influences a consumer’s product decision.
c) Determine how package designs can be a combination of functional value.
d) Determine whether a company’s image may be projected through its packaging policies.
1.6 Scope of the Study
This research focuses on the importance or effects of packaging on consumer behaviour, as well as the use of packaging as a promotional technique for consumer items in terms of impulse buying, projecting a company’s image, and positioning as a silent salesperson.
The study did not address the usage of packaging or its effects on industrial products, but instead focused on packaging in Nigerian Breweries Plc, with allusions to other enterprises within and outside the sector, including other packaging industries.
1.7 Significance of the Study
Proper packaging design, durability, and promotions are key marketing elements that influence consumer purchasing behaviour. All of these have not gotten adequate examination, resulting in decision dilemmas about the type of packaging to utilise for a product.
I believe that packaging is significant as a promotional mix, and that the response of customers to the package requires careful investigation; such analysis reveals the relevance of packaging as a form of promotion such as self-advertising, point of purchase display, product publicity, and longevity.
The overall design of a package should assist a shopper in identifying the brand among many other competing products, and the new promotion strategy introduced by some manufacturing firms by redesigning packages, especially the light weight non-returnable,
aluminium can and plastic bottle e.g., the one used by beverage companies like Coca-Cola and 7up bottling companies, the introduction of canned alcoholic drinks (canned beer) by Nigerian Breweries Plc, etc. hay-c contributed and
1.8 Limitations of the Study
Most studies are limited in their ability to collect all of the necessary data. During the course of the investigation, the researcher will most likely meet various hurdles, which may act as restricting factors for the study.
Some foreseeable restrictions include:
1. The availability of adequate information. The company- Linder study may be unwilling to provide important information.
2. Poor responses to questionnaires are expected.
3. A shortage of books on the subject is also expected.
Aside from these issues, the findings and recommendations of this study will be based on the responses provided via questionnaires, observations, and oral interviews.
1.9 Operational Definition of Terms
Packaging refers to the general processes involved in product planning, including the design of a product’s wrapping. Packaging has two fundamental functions: containment and promotion. Containment is critical for efficient physical distribution, while the promotional part of packaging seeks to generate demand.
customer Behaviour: It is described as the way a customer perceives, thinks, or reacts to purchases of goods and services, which are influenced by circumstances beyond the market’s control.
Brand Name: – It assists the manufacturer in differentiating his products at the point of sale, as well as developing, advertising, and promotional methods to raise consumer awareness.
Marketing Mix:- The corporation uses a set of controlled factors and their levels to impact its target markets. These are the four P’s: product, pricing, promotion, and place.
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