The effect of packaging on Consumer Purchase Decision for Products of KFC Restaurants Limited Case: KFC Restaurants and take away- Kampala.

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