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
