The Effect of Packaging On Consumer Purchase Decision for Products of Kfc Restaurants Limited Case: Kfc Restaurants and Take Away- Kampala

TABLE OF CONTENTS

DECLARATION ................................................................................................................ ii

APPROVAL ...................................................................................................................... iii

DEDICATION ................................................................................................................... iv

ACKNOWLEDGEMENT ................................................................................................... v

TABLE OF CONTENTS .................................................................................................. vi

LISTS OF TABLES ............................................................................................................ x

ABSTRACT ...................................................................................................................... xi

CHAPTER ONE ................................................................................................................ 1

INTRODUCTION ............................................................................................................. 1

1.0 Introduction .................................................................................................................... !

1.1 Background of the study ................................................................................................ 1

1.2 Statement of the problem ............................................................................................... 2

1.3 Purpose of the study ....................................................................................................... 2

1.4 Objectives of the study .................................................................................................. 2

1.5 Research question ......................................................................................................... .3

1.6 The scope of the study ................................................................................................... 3

1.6.1 Subject scope .............................................................................................................. 3

1.().2 ·rime srnpe ··················································································································3

1.6.3 Geographical scope .................................................................................................... .4

CHAPTER TWO ............................................................................................................... 5

LITERATURE REVIEW ................................................................................................. 5

2.0 Introduction .................................................................................................................... 5

2.1 Review of the literature on packaging ........................................................................... 5

2.2 Related literature review on consumer purchase decision ............................................. 6

2.2. ldefination of consumer purchase decision ................................................................... 6

2.2.2 Determinants of consumer purchase decision ............................................................ 7

2.3 Related literature review on packaging and consumer purchase decision ..................... 9

VI

2.4 Conclusion ................................................................................................................... 10

CHAPTER THREE ......................................................................................................... 11

RESEARCH METHODOLOGY ................................................................................... 11

3.0 Introduction .................................................................................................................. I I

3. I Research Design .......................................................................................................... 11

3.2 Study Area ................................................................................................................... 11

3 .3 Study Population .......................................................................................................... I I

3.4 Sample Size ................................................................................................................. 12

3.5 Sampling techniques .................................................................................................... 12

3 .6 Sources of Data .......................................................................................................... 12

3.6.1 Primary data sources ................................................................................................. 12

3.6.2 Secondary data source .............................................................................................. 13

3. 7 Data collection instruments and methods .................................................................... 13

3. 7 .1 Questionnaire ............................................................................................................ 13

3.7.2 lnterviews guide ........................................................................................................ 13

3. 9 Data presentation and analysis ..................................................................................... 14

3. 9 .1 Drtta presentation ...................................................................................................... 14

3.9.2 Data analysis ............................................................................................................. 14

CHAPTR FOUR .............................................................................................................. 15

PRESENTATION, INTERPRETATION AND DISCUSSION OF FINDINGS ....... 15

4.0 lntroduction .................................................................................................................. 15

4.1 Findings on demographic characteristics of the respondents ................................... I 5

4.1.1 Findings on the gender of the respondents ............................................................... 16

4.1.2 Findings on the position held by the respondents ..................................................... 16

4.1.3 Findings on the age of respondents .......................................................................... 17

4.1.4 Findings on the marital status of the respondents ..................................................... I 8

4.1.4 Findings on the academic qualification of the respondents ...................................... 18

4.1.6 Findings on the period of stay in the factory oft he respondents .............................. 19

4.2 Finings on importance of packaging in KFC Restaurant and Take Away Ltd ............ 19

Vll

4.2.1 Whether there is importance of packaging I KFC Restaurant and Take Away Ltd. 19

4.2.2 Findings on the rate of packaging in KFC Restaurant and Take Away Ltd ............. 20

4.2.3 Findings on the importance of packaging in KFC Restaurant and Take Away Ltd.21

4.2.4 Findings on the rating function of packaging in relation to the respondents in KFC

Restaurant and Take Away Ltd ......................................................................................... 23

4.3 Findings on consumer purchase decision in KFC Restaurant and Take Away Ltd .... 24

4.3.1 Findings on the level of consumer purchase decision in KFC Restaurant and Take

Away Ltd ........................................................................................................................... 24

4.3.2 Findings on the determinants of consumer purchase decision in KFC Restaurant and

Take Away Ltd .................................................................................................................. 25

4.3 .3 Findings on rating of determinant of consumer purchase decision .......................... 26

4.4 The effect of packaging on consumer purchase decision of KFC Restaurant and Take

Away Ltd ........................................................................................................................... 27

4.4.1 Whether packaging has an effect on consumer purchase decision in KFC Restaurant

and Take Away Ltd ........................................................................................................... 27

4.4.2 Factors that affect packaging and consumer purchase decision ............................... 28

4.4.3 Findings on the views of respondents on the effect of packaging on the consumer

purchase decision in relation to KFC Restaurant and Take Away Ltd .............................. 30

CHAPTER FIVE ............................................................................................................. 32

SUMMARY OF FINDINGS CONCLUSION, RECCOMENDATION ..................... 32

5. 0 Introduction .................................................................................................................. 32

5.1 Summary of major findings ........................................................................................ .32

5.1.1 Summary of the findings on the demographic characteristics ................................... 32

5.1.2 Summary of findings on the importance of packaging on KFC Restaurant and Take

Away Ltd ........................................................................................................................... 32

5 .1.3 Summary on findings on the determinants of consumer purchase decision in KFC

Restaurant and Take A way Ltd. se ba ...... : ........................................................................ .3 3

5.1.4 Summary on findings on the effect of packaging on consumer purchase decision,

consumer purchase decision ............................................................................................. .33

5.2 Conclusion of the findings ........................................................................................... 33