The Effect of Packaging On Consumer Behaviour: A Case Study of Eden Tea- A Brand of Karirana Tea Company, Kenya

ABSTRACT The aim of the research was aimed at investigating the effect of packaging on consumer behavior. The types of research used are qualitative and quantitative techniques. The aim of the research is to; research how packaging has improved on consumer purchases. The management through the research has been able to know how the customers are educated about keeping their environment clean and about their safety and health. The management has also seen how lifestyle would really affect consumer purchase like the working class women, single parents, and of course increase in single working class as their consumption pattern differ. Also what type packaging is the most attractive to the consumers and waste prevention can be achieved through using recyclable materials and decomposing materials.

TABLE OF CONTENTS

DECLARATION ............................................................................................................... .i

DEDICATION .................................................................................................................. ii

ACKNOWLEDGEMENTS ............................................................................................ iii

TABLE OF CONTENTS ................................................................................................ .iv

LIST OF TABLES ........................................................................................................ vii

LIST OF FIGURES ....................................................................................................... viii

ABSTRACT ...................................................................................................................... ix

CHAPTER ONE ................................................................................................................ !

l.Ointroduction ..................................................................................................................... l

1.1 Background To The Study ............................................................................................. !

1.1.2 Background Of The Case Study ................................................................................. 2

1.2 Statement Of The Problem ............................................................................................ 2

1.3 Purpose Of The Study .................................................................................................... 2

1.4 Objectives Of The Study ............................................................................................... 2

1.4.1 Major Objectives ........................................................................................................ 2

1.4.2specific Objectives ....................................................................................................... 3

1.5 Research Questions ........................................................................................................ 3

1.6area Of The Study ........................................................................................................... 3

1.7 Scope Of The Study ....................................................................................................... 3

1.7.1 Geographical Scope .................................................................................................... 3

1.7.2 Theoretical Scope ...................................................................................................... .4

1.7.3 Content Scope ............................................................................................................. 4

1.8significance Of Study ..................................................................................................... 4

1.9 Conceptual Frame Work .............................................................................................. .4

CHAPTER TW0 ............................................................................................................... 6

2.0 LITERATURE REVIEW ........................................................................................... 6

2.1 Theoretical Review ........................................................................................................ 6

2.2.0 Revie\ OfT he Re.lated Literature ................................................................... , .......... 7

I

2.2.1 Packaging .................................................................................................................... 7

2.2.1.1 Packaging Strategies ................................................................................................ 8

2.2.1.2 Criticism OfPackaging ........................................................................................... 8

2.2.2 Consumer Behavior .................................................................................................. ! 0

2.3research Hypothesis ...................................................................................................... 13

CHAPTER THREE ......................................................................................................... 14

3.0 RESEARCH METHODOLOGY ............................................................................. 14

3 .I Research Design .......................................................................................................... 14

3.2 Target Population ........................................................................................................ 14

3.3 Sample And Sampling Procedure ................................................................................ l4

3.4 Data Collection Instruments ...................................................................................... 14

3.4.1 Questionnaires .......................................................................................................... 15

3.4.2 Interviews ................................................................................................................. 15

3.4.3 Observations ............................................................................................................. 15

3. 5 Research Procedure ..................................................................................................... 16

3.6 Processing And Data Analysis .................................................................................... 16

3.7 Statistical Data Treatment ........................................................................................... 16

3.8 Ethical Considerations ................................................................................................. l6

3.9 Limitations Of The Study ............................................................................................ 16

CHAPTER FOUR ............... ............................................................................................ 18

PRESENTATION AND DISCUSSION OF RESULTS ............................................... 18

CHAPTER FIVE ............................................................................................................. 28

5.0 SUMMARY OF THE FINDINGS, RECOMMENDATIONS AND CONCLUSION

........................................................................................................................................... 28

5.1 Summary Of The Findings .......................................................................................... 28

5.2 Conclusion ................................................................................................................... 28

5.3 Recommendations ....................................................................................................... 29

Areas Of Further Research ................................................................................................ 30