TABLE OF CONTENTS
DECLARATION ................................................................................................................. i
APPROVAL ....................................................................................................................... ii
DEDICATION ................................................................................................................... iii
AKNOWLEDGEMENTS ................................................................................................. iv
TABLE OF CONTENTS .................................................................................................... v
LIST OF TABLES ........................................................................................................... viii
LIST OF FIGURES ........................................................................................................... ix
ABSTRACT ........................................................................................................................ x
CHAPTER ONE .................................................................................................................. 1
INTRODUCTION ............................................................................................................... 1
1.1 Background to the Study ............................................................................................... 1
1.2 Statement ofthe Problem ............................................................................................... 2
1.3 Purpose ofthe study ....................................................................................................... 2
1.3.2 Specific Objectives ..................................................................................................... 2
1.4 Research Questions ........................................................................................................ 3
1.5 Scope of the Study ......................................................................................................... 3
1.5 Significance of the Study ............................................................................................... 3
1.6 Justification ofthe study ................................................................................................ 4
1.7 Conceptual Framework .................................................................................................. 4
CHAPTER TWO ................................................................................................................. 5
LITERATURE REVIEW .................................................................................................... 5
2.0 Introduction .................................................................................................................... 5
2.1 Concept ofpackaging .................................................................................................... 5
2.1.1 Objectives of packaging .............................................................................................. 6
2.1.2 TheRelevance ofPackaging as a Marketing Tool.. .................................................... 6
2.1.2.1 Reaching the target market ...................................................................................... 7
2.2 Consumer Buying Behavior .......................................................................................... 7
v
2.4 Packing on consumer buying behaviour ...................................................................... 14
CHAPTER THREE ........................................................................................................... 24
RESEARCH METHODOLOGY ...................................................................................... 24
3.0. Introduction ................................................................................................................. 24
3.1 Study Area ................................................................................................................... 24
3.2 Research Design .......................................................................................................... 24
3.3 Sample Size ................................................................................................................. 24
3.3. Sampling Procedure .................................................................................................... 24
3.4 Methods of Data Collection ......................................................................................... 25
3.5 Data Analysis ............................................................................................................... 25
3.6 Ethical consideration ................................................................................................... 25
3.8 Validity and reliability ................................................................................................. 26
3.8.1 Validity ..................................................................................................................... 26
3.8.2 Reliability ................................................................................................................. 27
3.9 Limitations ofthe Study .............................................................................................. 27
CHAPTER FOUR ............................................................................................................. 28
PRESENTATION, INTERPRETATION AND DISCUSSION OF THE FINDINGS ..... 28
4.0 Introduction .................................................................................................................. 28
4.1 Demographic Characteristics of Respondents ............................................................. 28
4.1 profile of the respondents ............................................................................................ 28
4.2 The effect of packaging on the buying behavior in Coca Cola Company ................... 29
4.2.1 The packaging of any product/brand ....................................................................... .29
4.2. 2 Attractive packaging ................................................................................................ 30
4.2.3 Purchasing goods as advised by family or friends ................................................... .31
4.2.4 The products offered by leading brand are always better ......................................... 32
4.2.5 Selecting a products according to your life style ..................................................... .32
4.2.6 The color of packing ................................................................................................. 33
4.3 The other factors that affect consumer buying behavior in Coca Cola Company,
Brarudi ............................................................................................................................... 34
VI
4.3.1 The creative Font Style in Packaging of any product .............................................. .34
4.3.2 The products packaging having attractive background ............................................ 35
4.3.3 Design of product wrapper inspire in purchasing ..................................................... 36
CHAPTER FIVE ............................................................................................................... 39
SUMMARY OF THE MAJOR FINDINGS, RECOMMENDATIONS AND
CONCLUSIONS ............................................................................................................... 39
5.0 Introduction .................................................................................................................. 39
5.1. Summary and Discussions .......................................................................................... 39
5 .1.1 Effect of Packaging on consumer buying behavior ................................................. .39
5.1.2 Other factors that affect consumer buying behavior. ................................................ 39
5.1.3 Measures taken to identify the right packaging materials ........................................ 39
5.2. Conclusion .................................................................................................................. 40
5.3. Recommendations ....................................................................................................... 40
5.4. Suggestions for Further Research .............................................................................. .42
REFERENCES .................................................................................................................. 43
APPENDICES ................................................................................................................... 46
I. RESEARCH INSTRUMENTS ..................................................................................... 46
ABSTRACT The aim ofthis research is to get the study to point toward role of packaging on consumer buying behavior. The basic purpose of behind it to find out how such factors are behind the success of packaging. The objectives of the study were to establish the effect of packaging on the buying behavior; to measure the relative impact of each packaging element on the consumers and to establish some of the measures that can be taken to identify the right packaging for Coca Cola Company, Brarudi. The methods used for data collection were questionnaires to the major respondents and interview guides to the key informants. The consumer buying behavior is dependent variable. The packaging is the most important factor. Packaging elements like Packaging color. Background Image, Packaging Material, Font Style, Design of wrapper, Printed Information and Innovation is taken as predictors. Due to increasing self-service and changing consumers' lifestyle the interest in package as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. So package performs an important role in marketing communications, especially in the point of sale and could be treated as one of the most impm1ant factors influencing consumer's purchase decision. Literature analysis on question under investigation has shown that there is no agreement on classification of package elements as well as on research methods of package impact on consumer's purchase decision. By this research i sought to reveal elements of packaging having the ultimate effect on consumer choice. Taking into consideration that package could be treated as a set of various elements communicating different messages to a consumer; the research has recommended that Brand is important and its strategy is in consideration in the units. Product packaging is valuable for brand equity, product differentiation, market segmentation, new product introduction, pricing, promotion to mention but a few. Brand name using plan implementation must be effective in the units.
