ACCRA POLYTECHNIC SCHOOL OF BUSINESSS AND MANAGEMENT STUDIES DEPARTMENT.

(HIGHER NATIONAL DIPLOMA (HND) MARKETING) TOPIC: PACKAGING AND ITS IMPACT ON CONSUMER BEHAVIOUR. (A CASE STUDY OF SPECIAL ICE MINERAL WATER) BY AYEH BRIDGET NYANSON

INDEX NUMBER: 01095539D

LECTURER: MR.CYRACUS BAPUUROH APRIL 2012

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Packaging and its impact on consumer behaviour

1.1INTRODUCTION/ BACKGROUND
The concept of consumer behavior has in recent times been subjected to keen microscopic analysis in the field of marketing. Several theoretical postulations have been advanced with respect to the mainstay antecedents of the concept. Many firms have therefore developed a new conceptual approach in marketing research by identifying the possible correlation that exists between packaging and the behavior of consumers. Packaging can be defined quite simply as an extrinsic element of the product. Packaging is the container for a product. According to Rundh (2005) package attracts consumers attention to particular brand, enhances its image, and influences consumers perceptions about product. Also package imparts unique value to products (Underwood, Klein & Burke, 2001; Silayoi & Speece, 2004), works as a tool for differentiation, i.e. helps consumers to choose the product from wide range of similar products, stimulates consumers buying behavior (Wells, Farley & Armstrong, 2007). Thus package performs an important role in marketing communications and could be treated as one of the most important factors influencing consumers purchase decision. The term consumer behaviour is defi ned as the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. Consumer behaviour focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. That includes what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, how often they use it, how they evaluate it after the purchase, the impact of such evaluations on future purchases and how they dispose of it. In this context, seeking to maximize the effectiveness of package in a buying place, the researches of package, its elements and their impact on consumers buying behavior became a relevant issue. Until recently packaging of product was not given much attention in the marketing industry. This is because the attitude of consumers was perceived to exist independent of how a product is packaged for a particular market. In other words, authorities in marketing research before now distinctively studied packaging of product and how consumers behave because, to them, the two were mutually exclusive.

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Packaging and its impact on consumer behaviour

Extensive empirical studies done by Synovate (2007) indicate that consumers in all markets are aware of and feel positive towards global packages but in developing markets, global packages have become shorthand for quality. Even though emerging market consumers feel positive towards global packages, this doesn't necessarily translate into purchasing behavior. Local manufacturers in emerging markets may have to battle to catch up with the perceived quality of large global brands but as their manufacturing and marketing improves, they may find many emerging market consumers who are very willing to consider local alternatives. This study will therefore operationalize the impact of packaging on consumer behavior with regards to special ice mineral water in the Ghanaian perspective. It is expected that by the end of the empirical study, practioners in the marketing industry will understand the true behaviour of consumers in the Ghanaian market. Marketing strategies will therefore be tailored with the outcomes of the study to help improve on productivity of firms.

PROBLEM STATEMENT
This research seeks to study the following; how will packaging provide a barrier against dirt and other contaminants thus keeping the product clean. Made in Ghana bottled water suffer from poor packaging, therefore cannot compete effectively with imported products. This is because bottles when used for packaging tend to be too expensive and overpriced. Will packaging protect the content against physical and chemical damage. For example, the harmful effects of air, light, insects, and rodents. Each product will have its own needs. Another problem that the research dwells on is what packaging will help the consumer to identify the item. Flexible packaging materials (sachets, PETs, polysacs etc) when used are poorly constructed and designed. The products quality therefore is sometimes compromised.

The study also seeks to study how packaging will persuade the consumer to purchase the item.

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Packaging and its impact on consumer behaviour

OBJECTIVES OF THE STUDY

To find out the effect of packaging on the buying behavior. Theoretical analysis of package elements and their impact on consumers purchase decision empirically reveal the elements having the ultimate effect on consumer choice in a case of different products

To check the effect of packaging elements on the buying behavior. To measure the relative impact of each packaging element on the consumer. To identify the elements which should be highlight while design the packaging.

RESEARCH QUESTIONS
What are the current weaknesses in the Ghanaian packaging structure? How does packaging of a product influence the behavior of consumers? Will the purchasing behavior of consumers always be a function of product packaging? How would the above questions help to determine consumer behavior with regards to packaging.

SIGNIFICANCE OF THE STUDY

This study is significant because it will produce data on the role of packaging as a marketing strategy that will be useful to: Members of the board or councils of the firm, t h e o w n e r o f the firm, those at the helm of the organization, which include h i g h l e v e l managers, and low level managers in the industry, Supervisors who carry out the actual marketing functions. The financial managers, accountants, auditors and

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Packaging and its impact on consumer behaviour

marketers who carry out marketing promotion and distribution. T h e j u n i o r s t a f f , the public at large and customers of the marketing firm.

SCOPE AND LIMITATIONS OF THE STUDY

The study will be done in the Accra metropolis. The selection criteria will include simple randomization of 500 respondents from the general population in a convenience division of the study setting into Accra east, west, north and south. Each division will constitute 125 respondents. This is to ensure fair representation and generalizability of the study. Accra will also be used as the population for the study given the heterogeneous and cosmopolitan nature of the metropolis. The implication is that diverse responses from the various respondents will perhaps be representative of the entire customers purchasing behavior regarding product packaging. Limitations of the study will be short period of time set to submit the report of the study. This has limited the scope of the study to the Accra metropolis for fast and easy collection of data. A longer time would have necessitated a wider scope to include other regions in the country for more varied responses. Again, the limited scope of the study to Accra will have the tendency of getting bias responses considering the relatively higher socio-economic status better working conditions of consumers living in Accra. Nevertheless this constraint will be contained perhaps because of the sampling technique adopted in getting 125 respondents from each of the four sections of the population.

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Packaging and its impact on consumer behaviour

CHAPTER DISPOSITION: ORGANIZATION OF WORK The study will be presented in five major chapters. Below is the proposed organization of the research work. CHAPTER ONE 1.0Introduction/background of the study 1.1 Problem statement 1.2 Objectives/aims of the study 1.3 Research questions/hypothesis 1.4 Importance of the study 1.5 Scope and limitations of the study CHAPTER TWO 2.0Literature review and theoretical perspectives of the study CHAPTER THREE 3.0Methodology 3.1 Instrument of data collection

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Packaging and its impact on consumer behaviour

3.2 Sampling technique CHAPTER FOUR 4.1 Data analysis and discussion of research findings CHAPTER FIVE 5.0Recommendations and conclusions of research work 5.1 Implications for practice and future research. 5.2 References

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Packaging and its impact on consumer behaviour