Packaging on consumer buying behaviour: a case study of Coca Cola Company Brarudi, in Burundi
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Date
2011-04
Authors
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Publisher
Kampala International University; College of Economics and management
Abstract
The aim of this research is to get the study to point toward role of packaging on consumer buying behavior. The basic purpose of behind it to find out how such factors are behind the success of packaging. The objectives of the study were to establish the effect of packaging on the buying behavior; to measure the relative impact of each packaging element on the consumers and to establish some of the measures that can be taken to identify the right packaging for Coca Cola Company, Brarudi. The methods used for data collection were questionnaires to the major respondents and interview guides to the key informants. The consumer buying behavior is dependent variable. The packaging is the most important factor. Packaging elements like Packaging color. Background Image, Packaging Material, Font Style, Design of wrapper, Printed Information and Innovation is taken as predictors. Due to increasing self-service and changing consumers' lifestyle the interest in package as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. So package performs an important role in marketing communications, especially in the point of sale and could be treated as one of the most important factors influencing consumer's purchase decision. Literature analysis on question under investigation has shown that there is no agreement on classification of package elements as well as on research methods of package impact on consumer's purchase decision. By this research i sought to reveal elements of packaging having the ultimate effect on consumer choice. Taking into consideration that package could be treated as a set of various elements communicating different messages to a consumer; the research has recommended that Brand is important and its strategy is in consideration in the units. Product packaging is valuable for brand equity, product differentiation, market segmentation, new product introduction, pricing, promotion to mention but a few. Brand name using plan implementation must be effective in the units.
Description
A research report submitted to the School of Business and Management in partial fulfillment for the requirements for the Award of the Degree of Bachelor of Marketing Management of Kampala International University
Keywords
Consumer buying behaviour, Coca Cola Company Brarudi, Burundi