ABSTRACT

This research work focuses on the effect of packaging on consumer buying behaviour, a case study of Nestle Nigeria PLC. The objective of this study was to examine “Effective of packaging on consumer buying behaviour”. Questionnaire was distributed to the sample size of 80 respondents. The sampling technique was simple random sampling. The hypotheses were tested using simple percentage method. Based on the research, the findings revealed that; there is a significant relationship between packaging and consumer buying behaviour, poor packaging quality affects consumer buying behaviour, and inadequate package design affect consumer buying behaviour. The study then recommended that; Nestle Nigeria PLC should adopt an effective packaging method in order to increase sales level of their consumer products.     

Key words: Packaging; Consumer; Buying behavior; Purchase decision  

TABLE OF CONTENT

Title page

Dedication

Acknowledgement

Abstract

Table of content

CHAPTER ONE: INTRODUCTION

Background to the Study

Statement of the Problem

Objectives of the Study

Research Questions

Research Hypotheses

Significance of the Study

Scope and Limitation of the Study

Historical Background of the Study

Definition of Terms

CHAPTER 2: LITERATURE REVIEW

2.01 Conceptual Framework

2.02 Empirical Framework

2.03 Theoretical Framework

CHAPTER 3: RESEARCH METHODOLOGY

3.01 Research Design

3.02 Data Source and Methods of Collection

3.03 The Study Population

3.04 Sample Size and Sampling Technique

3.05 Research Instrument Specification

3.06 Measurement of Variables

3.07 Method of Data Presentation and Analysis

CHAPTER 4: DATA PRESENTATION AND ANALYSIS

4.01 Data presentation and Analysis

4.02 Test of Hypotheses

CHAPTER 5: SUMMARY, CONCLUSIONS AND RCOMMENDATIONS

5.01 Summary of Findings

5.02 Conclusions

5.03 Recommendations

Bibliography

Appendices