Customer Perception of Package Elements and Purchase Intention (A Case Study of Two(2) Brands of Air Fresheners
Chapter One
OBJECTIVE OF THE STUDY
The objectives of the study are;
- To ascertain how packaging components (color, size, design, printed information) influence consumer perception of air freshener
- To ascertain effective packaging guide, the marketers to gain customer loyalty
- To ascertain whether product packaging changes the perception of consumers, which affects over-purchase intention
CHAPTER TWO
LITERATURE REVIEW
Purchase Intention
An attention capturing color helps to consumer to visually see and differentiate the competitive brand (Nilsson & Ostrom, 2005). Now a day, consumer is experiencing a lot of products when he visits the supermarket but he only purchases those products whose colors attract his attention. Color of packaging has different meaning such as a green color show the natural, secure relaxed or easy going. Red colors indicate the human excitement, hot, passionate and strong. Orange colors represent the power, affordable and informal. Brown colors show the informal and relaxed masculine nature whereas white color indicates goodness, purity, cleanliness, refinement and formality. Black color power authority and mystery. Consumer often perceived the quality by using or relating the color (Leichtling, 2002). Consumer take different meanings of different color and it relate the color with their beliefs and preferences (Lichtle, 2002). A color becomes cause to effect the consumer perception toward the price. For instance an orange color is perceived more incorrect twice than blue color of cloths in shop (Babin et al., 2003). Different studies by Roullet (2004) shows the effect of different color over consumer perception towards the quality, price and consumer attraction. His major studies were over medicines products, the use of brown, red or orange color require special safety guidelines on the opposite side. The former represent the treatment of sophisticated diseases, quickly in action and high price than blue, green and yellow. A picture folder / icon, exercise lesson and symbols over the packaging which induce the appetite of food like products (Klimchuck & Krasovec, 2007). All that material which are often used in package design and structure have effect on the consumer emotions, perception to quality and buying behavior while Consumer like the material of package which is environment friendly (Smith, 1993; Shimp 2000). Information about benefits, key inputs used in product and its effects over health and environment is also printed over packaging (Shimp, 2000). It helps to create the trust and build the relationship among the consumers (Klimchuck & Krasovec, 2007). In the marketing packing is most important thing for any product because some time only packaging attract the consumer and they purchase product due to attractive packaging ( Sauvage 1006) argue that packaging shape of the product make image of product Underwood et al 2001 noted that packaging picture is important as compare to the verbal communication because they provide more increasing and also attract the consumers (underwood 2003) suggest that some time consumer purchase the product due to their color because they give some meaning to the different color.
Element of packaging
Packaging includes the sub elements such as price, product, place and promotion which work with marketing tools (Cutler, 2011). In early days the value of packaging was10% then it reached to 50% of items. Now a day it is about 70% of items values. A good packaging material help to protect the product form external damaging factors, store, introduced and sale of new product. The color, font style on label and packaging structure enhance convince the user to create the positive image of brand. A study of consumer behavior become too important because social and psychological trait stimuli the person what is purchase and why (Rosta et al, 1997). A good design meets the modern requirement of customers which lead to the more satisfaction (Iran Manesh, 2008).
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought to customer perception of package elements and purchase intention.
Sources of data collection
Data were collected from two main sources namely:
(i)Primary source and
(ii)Secondary source
Primary source:
These are materials of statistical investigation which were collected by the research for a particular purpose. They can be obtained through a survey, observation questionnaire or as experiment; the researcher has adopted the questionnaire method for this study.
Secondary source:
These are data from textbook Journal handset etc. they arise as byproducts of the same other purposes. Example administration, various other unpublished works and write ups were also used.
Population of the study
Population of a study is a group of persons or aggregate items, things the researcher is interested in getting information on customer perception of package elements and purchase intention. 200 selected staffs of air wick and febreze in Lagos state was selected randomly by the researcher as the population of the study.
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was on customer perception of package elements and purchase intention. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of customer perception of package elements and purchase intention
Summary
This study was on customer perception of package elements and purchase intention. Three objectives were raised which included: To ascertain how packaging components (color, size, design, printed information) influence consumer perception on air freshner, to ascertain effective packaging guide, the marketers to gain the customer loyalty and to ascertain product packaging change the perception of consumers, which effect over purchase intention. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 selected staffs of air wick and febreze in Lagos state. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made HRMs, marketers, senior staffs and junior staffs were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
The manufacturer, when was made, what are their weight, types etc. It also shows how to use the product. The element of the packaging like (color, design, material, size, labeling) are very important for product, keep customer delighted and for the producer who used printed information in packaging as a product promotion with the comparison of highly expensive advertisement. While the element of packaging keeps customer attraction toward the product and have direct impact on consumer buying behavior. This research has several conclusions that purchase intention and consumer perception have direct impact on the consumer purchase behavior. The quality of the packaging material can save product, attractive product, more preferable product and positive perception toward the product. Beautiful background, color, shape, proper labeling, arrows, icons, and small (smart) packaging inspire the consumer toward the product
Recommendation
It is also recommended that the marketing and business should be pay the proper attention toward the good packaging. If they use, accept, launch/introduce the poor packaging then they will face cause of the product failure. So it is necessary for the marketing manager that they should focus on the packaging standard and implement the strategy that product packaging are consider factors and dimensions of marketing.
References
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