The effect of packaging on consumer behavior:

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Kampala International University, College of Economics and Management
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!".
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
Packaging, Consumer behavior, Kenya.