Tag Archives: consumer buying behaviour

The Role of Packaging in Consumer Buying Behavior: A Case of Selected Small-Scale Entrepreneurs in Arusha City (Published)

This study sought to examine the role of packaging among the small-scale entrepreneurs in consumer buying behavior in Arusha City. The study used a quantitative approach to collecting and analyzing data from a total of 219 respondents. Closed-ended questionnaires were used to collect data. The findings revealed that the label of the package is important in the decision buying process, the quality of the packaging material is important during the buying process and packaging color impacts consumer behavior during the buying process. Society culture, business culture, customer’s family culture, and customer’s lifestyle culture were important factors towards customers buying behavior. Finally, the study revealed that the existence of the relationship between the small-scale entrepreneurs packaging practices and the buying behavior of consumers in Arusha City was a factor for small-scale entrepreneurs in the study area to compete with other products from outside the country. The study recommended that small-scale entrepreneurs in Arusha City should be creative and innovative in terms of packaging. It was also recommended that the Government through the Small Industries Development Organization (SIDO) should train the small-scale entrepreneurs in Arusha City on packaging related matters to promote customer buying behavior.

Keywords: Packaging, consumer buying behaviour, small-scale entrepreneurs

Influence of Packaging on Consumers’ Buying Behaviour of Soft Drinks in Accra, Ghana (Published)

The study assesses the influence of packaging on consumers’ buying behaviour of soft drinks in Accra, Ghana. The objective of the study was to examine the forms of packaging used by the soft drink industry in Accra, Ghana; to find out the relationship between packaging and consumer buying behaviour in the soft drink industry in Accra, Ghana and to determine the elements of packaging influencing consumer buying behaviour in the soft drink industry in Accra, Ghana. The study adopted the survey design. Data were gathered from a convenient selected sample of 220 soft drink consumers in Accra, Ghana using a structured interview guide and data analyses carried out using SPSS version 20. The findings of the study revealed plastic bottles packaging ranked first, aluminium cans packaging ranked second, paper packaging ranked third and glass bottle packaging ranked fourth as forms of packaging used by the soft drink industry in Accra, Ghana.  At another level, the study shows a significant relationship between packaging and consumer buying behaviour. Based on the findings, the study recommends the soft drink industry in Accra, Ghana to concentrate on the use of plastic, aluminium can and paper as forms of packaging to influence consumers’ buying behaviour whilst reducing the use of glass bottle packaging. Also, It is recommended that packaging should be given utmost priority by soft drink producers in Accra since it has a significant relationship with consumer buying behaviour; can act as a ‘silent salesperson’, helping consumers by bringing a particular brand to their attention

Keywords: Packaging, consumer buying behaviour, soft drinks