The effect of packaging on Consumer Purchase Decision for Products of KFC Restaurants Limited Case: KFC Restaurants and take away- Kampala.
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Date
2018-12
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kampala International University, College of Economics and Management Sciences .
Abstract
The study investigated the effect of packaging on consumer purchase decision for
products of KFC Restaurant and Take Away Ltd. The study was guided by the following
objectives;
1. . To find out the importance packaging to KFC Restaurant and Take Away Ltd.
11. To investigate the determinants of the consumer purchase decision in KFC
Restaurant and Take Away Ltd.
111. To find out the extent to which packing affects consumer decision 111 KFC
Restaurant and Take Away Ltd.
The researcher used related literature on the literature on packaging, definition of
packaging. Importance of packaging, purchase decision of consumers, factors
determining the consumer purchase decision and conclusion of different authors,
scholars. from internet, text books and journals.
The research design involved both qualitative and quantitative data, the population of the
study was of 40 respondents consisting and the sample size was 10 consisting of 3
marketing staff 3 sales staff and 4 customer. Sampling method was stratified random
sampling. both primary and secondary data were used, questionnaires, interview guides
and documentary analysis were the methods and instruments and the statistical method
was explained by the formula below;
6Ld:::.
p = 1------c--n
(n: - l)
Where 1 and 6 are constants
I- Summation
cl - Difference
cl' - difference squared
n - No of observations
The researcher also represented, interpreted, and discussed the study findings according
to the study objectives and questionnaire data.
The researcher summarized, concluded and gave recommendations according to the study
objectives and questionnaire data including limitations and areas of further research
Description
A research report submitted to College of Economics
and Management in Partial Fulfillment of the
Requirements for the Award of Bachelor's
Degree in Tourism and Hotel
Management of Kampala
International University.
Keywords
Consumer Purchase Decision, Packaging, Effect, Products, KFC Restaurants