ABSTRACT
The sole purpose of this research is to determine the effect of product packaging on Nigerian
consumers. The knowledge derived from relevant literature was used to draft out organized
questionnaires to be filled by respondents residing in Yola and Jimeta towns, Adamawa State,
Nigeria. A total of 270 questionnaires were distributed to respondents but only 222
questionnaires turned out valid. With the information gathered, it underwent analysis with the
help of SPSS 21.0 and Microsoft Excel software. On the SPSS package, correlation and
significance (2 tailed) were used as statistical tools. Recommendations are that marketers
should know and understand the importance of product packaging because of its benefits as
Nigerian consumers consider the packaging of products at the time of purchase.
Key words: Product packaging, consumer behaviour.
Table of Contents
ABSTRACT………………………………………………………………………………………………………………………………5
CHAPTER ONE ………………………………………………………………………………………………………………………..8
INTRODUCTION………………………………………………………………………………………………………………………8
1.1 Background to the study…………………………………………………………………………………………………8
1.2. Problem Statement……………………………………………………………………………………………………….9
1.3. Research Questions ………………………………………………………………………………………………………9
1.4. Hypotheses ………………………………………………………………………………………………………………….9
1.5. Purpose of Study…………………………………………………………………………………………………………10
1.6. Significance of Study ……………………………………………………………………………………………………10
1.7. Scope of the study ………………………………………………………………………………………………………10
1.8. Limitations/Weakness of the study ……………………………………………………………………………….10
CHAPTER TWO ……………………………………………………………………………………………………………………..11
LITERATURE REVIEW……………………………………………………………………………………………………………..11
2.1. Product packaging……………………………………………………………………………………………………….11
2.2. Colour………………………………………………………………………………………………………………………..11
2.3. Shape & Size……………………………………………………………………………………………………………….11
2.4. Printed information …………………………………………………………………………………………………….12
2.5. Images & typography…………………………………………………………………………………………………..12
2.6. Hypotheses ………………………………………………………………………………………………………………..12
2.7. Conceptual framework ………………………………………………………………………………………………..14
CHAPTER THREE……………………………………………………………………………………………………………………15
RESEARCH METHODOLOGY ……………………………………………………………………………………………………15
3.1 INTRODUCTION……………………………………………………………………………………………………………15
3.2 RESTATEMENT OF THE RESEARCH QUESTIONS …………………………………………………………..15
3.3 RESTATEMENT OF HYPOTHESIS ……………………………………………………………………………………..15
3.4 RESEARCH DESIGN ……………………………………………………………………………………………………….16
3.5 CHARACTERISTICS OF RESEARCH POPULATION………………………………………………………………..16
3.6 SAMPLING METHOD …………………………………………………………………………………………………….16
3.7 DATA COLLECTION PROCEDURE …………………………………………………………………………………….16
3.8 VALIDITY AND RELIABILITY OF INSTRUMENTS………………………………………………………………….16
3.9 LIMITATIONS/WEAKNESS OF THE RESEARCH…………………………………………………………………..16
CHAPTER FOUR …………………………………………………………………………………………………………………….18
DATA PRESENTATION AND ANALYSIS ………………………………………………………………………………………18
4.0 PART A: DEMOGRAPHIC INFORMATION………………………………………………………………………….18
4.2 TESTING OF RESEARCH HYPOTHESES………………………………………………………………………………20
4.3. DISCUSSION OF FINDINGS…………………………………………………………………………………………….24
CHAPTER FIVE ………………………………………………………………………………………………………………………25
CONCLUSIONS AND RECOMMENDATIONS……………………………………………………………………………….25
5.1. CONCLUSION………………………………………………………………………………………………………………25
5.2 RECOMMENDATIONS……………………………………………………………………………………………………25
5.3 SUGGESTION FOR FURTHER RESEARH…………………………………………………………………………….25
Works Cited………………………………………………………………………………………………………………………….26
CHAPTER ONE
INTRODUCTION
1.1 Background to the study
Packaging of products dates back to more than 5000 years and initially leaves were used
to package products. After the use of leaves, an Englishman was the first to use metal
packaging made out of sheet metal ‘’canister’’. Gradually, the use of plastic replaced the
initial forms of packaging (ambalaj).
Product packaging has become a form of publicity of that particular product. Packaging
of a product is defined as the wrapping material used on a product in order to contain,
identify, protect, display and promote (Entrepreneur). According to (Rizwan Ahmed) the
packaging color, wrapper, quality and other characteristics stimulates the consumer’s
behaviour.
Consumers purchase products to satisfy their needs. A consumer is one who buys
products and services for his/ her personal use and there are different reasons why individuals
spend their hard earned money to buy products and services. People acquire products because
of the desire to fulfil their basic needs e.g. thirst, hunger, shelter etc. It could also be as a
result of impulse buying. Impulse buying is simply an unplanned decision to buy (Business
Dictionary).
Consumer behaviour is simply the study of how individuals and search, select, use and
dispose of goods and services to satisfy their needs and wants.
There is huge competition in the business world, both locally and globally, and businesses
are competing with other businesses for consumers. 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.
This is because it helps with promotion. Product packaging is used to attract potential
customers, in this way, companies have the opportunity to reduce promotional costs.
1.2. Problem Statement
With the growing numbers of businesses in Nigeria, marketers have to compete for
consumers. From personal experience and research it is shown that marketers ignore the
importance of product packaging. The problem of the research is:
i. To what extent does product packaging affect consumer buying behaviour
1.3. Research Questions
i. What is the relationship between color of product packaging and Nigerian
consumers’ behaviour?
ii. What is the relationship between size of product packaging and Nigerian
consumers’ behaviour?
iii. What is the relationship between labelling and Nigerian consumers’ behaviour?
iv. What is the relationship between shape of product packaging and Nigerian
consumers’ behaviour?
v. What is the relationship between product packaging imagery and Nigerian
consumers’ behaviour?
1.4. Hypotheses
(a) The colour of packaged products is significantly related to Nigerian consumers’
behaviour
(b) The size of packaged products is significantly related to Nigerian consumers’
behaviour
(c) The labelling on packaged products is significantly related to Nigerian consumers’
behaviour
(d) The shape on packaged products is significantly related to Nigerian consumers’
behaviour
(e) The images on packaged products is significantly related to Nigerian consumers’
behaviour
1.5. Purpose of Study
The purpose of this study is to examine the effect of product packaging on Nigerian
consumers’ behaviour in Nigeria.
To determine the effectiveness of product packaging in creating positions in the
minds of Nigerian consumers
To determine what product packaging characteristics appeal to Nigerian
consumers the most
1.6. Significance of Study
This proposed research generally, would be of both theoretical and practical significance.
Specifically, the significance of this proposed research includes:
i. Students and marketers are likely to benefit from the proposed research
ii. This research would provide relevant knowledge to marketers and students on the
importance of product packaging
iii. Marketers and students would learn how to make packaging strategic plans
iv. Marketers and students would gain knowledge on consumers’ behaviour
1.7. Scope of the study
It is safe to say that all Nigerian citizens are all consumers and they purchase products to
satisfy their needs but this research focuses on Adamawa residents from Yola and Jimeta
towns. Additionally, this research took about 3 months to be completed.
1.8. Limitations/Weakness of the study
This research could have more validity and credibility if a larger sample size was measured in
the process of this research. With a larger sample size, it could be possible to generalize for
all consumers resided in Adamawa State but a number of 222 individuals participated in this
research. Also, the use of mixed methodology (i.e structured questionnaires and focus
groups) could have been used but structured questionnaires were only used.
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