The effect of packaging on consumer behavior:
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Date
2009-08
Authors
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Publisher
Kampala International University, College of Economics and Management
Abstract
This research project represents the findings of the field research on "The EFFECT OF
PACKAGING ON CONSUMER BEHAVIOR. These findings are based on the
infonnation given by various respondents in the field.
Packaging is the science, art and technology of enclosing or protecting products for
distribution, storage, sale and use. It also refers to the process of design, evaluation and
production of packages.
Consumer behavior thus is the study of individuals, groups or organizations and the
processes they use to select, secure, use, and dispose of products and services, to satisfy
needs, It refers to the study of when, why, how, where and what people do or do not buy
people are in business to provide benefits for customers - at a profit. They are not in
business just to make products and provide services.
In market philosophy, the meaning or objective of all businesses should be to improve the
lives of others. Emphasis has to be on improvements to the life of the customer or
consumer who will in turn reciprocate by paying cash ifhe or she feels that the benefit or
improvement received is worth at least the price paid.
Thus, there has to be a reason why consumers buy a product or service. In fact "there is
no such thing as an accidental sale!".
Description
A research dissertation submitted to the school of business and management in partial fulfillment for the award of Bachelor’s Degree in business administration (marketing) of Kampala International University
Keywords
Packaging, Consumer behavior, Kenya.