EFFECT OF PRODUCT PACKAGING ON NIGERIAN

CONSUMERS’ BEHAVIOUR
BY

ADEOLA OSISANWO

A00016536

IRB Approval code: AUN-17-04-07

DECEMBER 2017

A PROJECT SUBMITTED IN PARTIAL FULFILMENT OF THR

REQUIREMENTS FOR THE AWARD OF BACHELOR’S
DEGREE OF BUSINESS MANAGEMENT/ENTREPRENEURSHIP

Presented to:
The School of Business and Entrepreneurship
American University of Nigeria
Yola, Adamawa State, Nigeria
 CERTIFICATION

I hereby certify that this project was written by me, Adeola Osisanwo with ID number

A00016536 under the supervision of Dr. Raja Potluri. This is a record of my original

research work. It has not been presented before in any previous application for a degree

except fully acknowledge within this text. Information sources were properly

acknowledged through citation.

Signatures:

Student Name Supervisor

Department Chair Name/Coordinator Dean, SBE

 DEDICATION
This work is dedicated to God Almighty for giving me the strength to complete this project.

Also to my parents who have been by my side through my undergraduate years. To my

friends, thanks for your support. God bless you!

 ACKNOWLEDGEMENT

My appreciation goes to God Almighty. Without him I wouldn’t have been able to complete

this research project. He is worthy of my praise! To God be the glory!

I express my gratitude to my parents, Mr and Mrs Osisanwo. You have been my rock, always

there to support and encourage me even at rough times. I want to specially appreciate my

mum Mrs Elizabeth Osisanwo for your unceasing prayers upon my life. I know you’ve

always wanted the best for me to the extent of sacrificing. You are the ideal mum anyone

could wish for. Mr, Kolawole Osisanwo, thank you for being the father figure in my life. And

thank you for making sure I get the best quality education.

To my Faculty supervisor, Dr. Raja Potluri, I want to appreciate the time and effort you

dedicated to seeing the completion of my research project. I am honoured to have a PhD

holder to supervise my project. You were kind to confer your knowledge to me, thank you

sir.

Finally, I want to thank my friends. To mention a few; Jennifer Orya, Dooyum Ashaver,

Morolake Oshodi and Simi Dalyop for your encouragement, prayers and support. You guys

have been amazing and you would always be remembered.

 ABSTRACT
The sole purpose of this research is to determine the effect of product packaging on Nigerian

consumers. The knowledge derived from relevant literature was used to draft out organized

questionnaires to be filled by respondents residing in Yola and Jimeta towns, Adamawa State,

Nigeria. A total of 270 questionnaires were distributed to respondents but only 222

questionnaires turned out valid. With the information gathered, it underwent analysis with the

help of SPSS 21.0 and Microsoft Excel software. On the SPSS package, correlation and

significance (2 tailed) were used as statistical tools. Recommendations are that marketers

should know and understand the importance of product packaging because of its benefits as

Nigerian consumers consider the packaging of products at the time of purchase.

Key words: Product packaging, consumer behaviour.

 Table of Contents

ABSTRACT................................................................................................................................................ 5

CHAPTER ONE ......................................................................................................................................... 8

INTRODUCTION ....................................................................................................................................... 8

1.1 Background to the study ............................................................................................................... 8

1.2. Problem Statement ...................................................................................................................... 9

1.3. Research Questions ..................................................................................................................... 9

1.4. Hypotheses .................................................................................................................................. 9

1.5. Purpose of Study ........................................................................................................................ 10

1.6. Significance of Study .................................................................................................................. 10

1.7. Scope of the study ..................................................................................................................... 10

1.8. Limitations/Weakness of the study ........................................................................................... 10

CHAPTER TWO ...................................................................................................................................... 11

LITERATURE REVIEW ............................................................................................................................. 11

2.1. Product packaging...................................................................................................................... 11

2.2. Colour ......................................................................................................................................... 11

2.3. Shape & Size ............................................................................................................................... 11

2.4. Printed information ................................................................................................................... 12

2.5. Images & typography ................................................................................................................. 12

2.6. Hypotheses ................................................................................................................................ 12

2.7. Conceptual framework .............................................................................................................. 14

CHAPTER THREE .................................................................................................................................... 15

RESEARCH METHODOLOGY .................................................................................................................. 15

3.1 INTRODUCTION ........................................................................................................................... 15

3.2 RESTATEMENT OF THE RESEARCH QUESTIONS .................................................................... 15

3.3 RESTATEMENT OF HYPOTHESIS .................................................................................................. 15

3.4 RESEARCH DESIGN ...................................................................................................................... 16

3.5 CHARACTERISTICS OF RESEARCH POPULATION.......................................................................... 16

3.6 SAMPLING METHOD ................................................................................................................... 16

3.7 DATA COLLECTION PROCEDURE ................................................................................................. 16

3.8 VALIDITY AND RELIABILITY OF INSTRUMENTS ............................................................................ 16

3.9 LIMITATIONS/WEAKNESS OF THE RESEARCH ............................................................................. 16

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

DATA PRESENTATION AND ANALYSIS ................................................................................................... 18

4.0 PART A: DEMOGRAPHIC INFORMATION ..................................................................................... 18

4.2 TESTING OF RESEARCH HYPOTHESES.......................................................................................... 20

4.3. DISCUSSION OF FINDINGS.......................................................................................................... 24

CHAPTER FIVE ....................................................................................................................................... 25

CONCLUSIONS AND RECOMMENDATIONS ........................................................................................... 25

5.1. CONCLUSION .............................................................................................................................. 25

5.2 RECOMMENDATIONS.................................................................................................................. 25

5.3 SUGGESTION FOR FURTHER RESEARH ........................................................................................ 25

Works Cited ........................................................................................................................................... 26

 CHAPTER ONE
INTRODUCTION
1.1 Background to the study
Packaging of products dates back to more than 5000 years and initially leaves were used
to package products. After the use of leaves, an Englishman was the first to use metal
packaging made out of sheet metal ‘’canister’’. Gradually, the use of plastic replaced the
initial forms of packaging (ambalaj).

Product packaging has become a form of publicity of that particular product. Packaging
of a product is defined as the wrapping material used on a product in order to contain,
identify, protect, display and promote (Entrepreneur). According to (Rizwan Ahmed) the
packaging color, wrapper, quality and other characteristics stimulates the consumer’s
behaviour.

Consumers purchase products to satisfy their needs. A consumer is one who buys
products and services for his/ her personal use and there are different reasons why individuals
spend their hard earned money to buy products and services. People acquire products because
of the desire to fulfil their basic needs e.g. thirst, hunger, shelter etc. It could also be as a
result of impulse buying. Impulse buying is simply an unplanned decision to buy (Business
Dictionary).

Consumer behaviour is simply the study of how individuals and search, select, use and
dispose of goods and services to satisfy their needs and wants.

There is huge competition in the business world, both locally and globally, and businesses
are competing with other businesses for consumers. This business world is changing also. As
trends change, the desires of the consumers are changing as well. Product packaging in
general is intended to protect the product but as at now, it is also intended to increase sales.
This is because it helps with promotion. Product packaging is used to attract potential
customers, in this way, companies have the opportunity to reduce promotional costs.
1.2. Problem Statement
With the growing numbers of businesses in Nigeria, marketers have to compete for

consumers. From personal experience and research it is shown that marketers ignore the

importance of product packaging. The problem of the research is:

i. To what extent does product packaging affect consumer buying behaviour

1.3. Research Questions

i. What is the relationship between color of product packaging and Nigerian

consumers’ behaviour?

ii. What is the relationship between size of product packaging and Nigerian

consumers’ behaviour?

iii. What is the relationship between labelling and Nigerian consumers’ behaviour?

iv. What is the relationship between shape of product packaging and Nigerian

consumers’ behaviour?

v. What is the relationship between product packaging imagery and Nigerian

consumers’ behaviour?

1.4. Hypotheses
(a) The colour of packaged products is significantly related to Nigerian consumers’

behaviour

(b) The size of packaged products is significantly related to Nigerian consumers’

behaviour

(c) The labelling on packaged products is significantly related to Nigerian consumers’

behaviour

(d) The shape on packaged products is significantly related to Nigerian consumers’

behaviour

(e) The images on packaged products is significantly related to Nigerian consumers’

behaviour
1.5. Purpose of Study
The purpose of this study is to examine the effect of product packaging on Nigerian

consumers’ behaviour in Nigeria.

 To determine the effectiveness of product packaging in creating positions in the

minds of Nigerian consumers

 To determine what product packaging characteristics appeal to Nigerian

consumers the most

1.6. Significance of Study

This proposed research generally, would be of both theoretical and practical significance.

Specifically, the significance of this proposed research includes:

i. Students and marketers are likely to benefit from the proposed research

ii. This research would provide relevant knowledge to marketers and students on the

importance of product packaging

iii. Marketers and students would learn how to make packaging strategic plans

iv. Marketers and students would gain knowledge on consumers’ behaviour

1.7. Scope of the study

It is safe to say that all Nigerian citizens are all consumers and they purchase products to

satisfy their needs but this research focuses on Adamawa residents from Yola and Jimeta

towns. Additionally, this research took about 3 months to be completed.

1.8. Limitations/Weakness of the study

This research could have more validity and credibility if a larger sample size was measured in

the process of this research. With a larger sample size, it could be possible to generalize for

all consumers resided in Adamawa State but a number of 222 individuals participated in this

research. Also, the use of mixed methodology (i.e structured questionnaires and focus

groups) could have been used but structured questionnaires were only used.
 CHAPTER TWO

LITERATURE REVIEW
2.1. Product packaging
According to (Gaafar Mohamed Abdalkrim) packaging is the demonstration or process of
containing, securing and displaying the substance or content through the long chain of
creation, handling and transportation to their destinations in as great condition, as they were,
at the time of production .Packaging is a vital piece of the marking procedure as it assumes a
part in conveying the picture and personality of an organization. Because of the change in
purchasers' way of life the enthusiasm for package as a device of sales promotion and
stimulator of impulse buying is developing progressively. So packaging has an essential part
in advertising communications, particularly from the purpose of sales and could be treated as
an essential factor amongst the most vital factors affecting Consumer's decision. Thus the
part of package in marketing communications expands: it must draw in buyer's consideration
and transmit sufficient estimation of item to purchaser in the brief time frame appropriate at
the point of sales. Consequently there is a need to investigate packaging and its components
in more detail, keeping in mind the end goal to comprehend which of these components are
the most vital for customer's decision.

2.2. Colour
(White) Brands can make use of colour in their packaging and item marks to set certain states
of mind and draw the eye, as it can summon diverse feelings or send messages about the
brand. Blue, for instance, can be utilized to bring out sentiments of trust. Then again, brands
can utilize brilliant hues like yellow and orange to help the item emerge and demonstrate that
the organization and items are enjoyable and exciting.

2.3. Shape & Size

Shape and size are two visual product packaging elements that are intertwined with each
other. Technology has brought about plastics which has led to new ways in packaging and
has been incorporated in the shape of packaged products. It is important for manufacturers to
put into consideration the shape of new products.

Package designers need to value the benefits concerned with shape and size to the perception
of the consumers. When producing, manufacturers should keep in mind conveying different
feelings or expressions to the shape of the products. For example, square gives an impression
of stability while circle gives an impression of perfection. Another important point to note is
the size of products. Larger packaged products are usually associated to the higher class.

With all things being equal, large packaged products appear are more likely to be bought if
the consumer doesn’t read the information regarding the volume of the product. Height also
is considered as another important aspect that consumers use as a guide for determining the
volume of that product (Viktoria Alervall)

2.4. Printed information

(White)The labels are essential and basic, since they pass on vital information like marketing
messaging and also materials used to make the item or product. The labels likewise build up
brand personality and improve name acknowledgment.

For purchasers showing routine response behaviour, the labels enable shoppers to rapidly find
the items they plan to buy. For shoppers who are buying for the first time, they help set up
brand personality and name acknowledgment. They give a product description and in
addition ingredients, information which is particularly imperative for shoppers who maintain
wellbeing reasons. The information imprinted on labels and packaging can impact the
purchase decision ultimately, convincing him buy an item or pass it by for another.

2.5. Images & typography

It is not surprising when retail brands remain faithful to using bold colours and images to
attract the interest of the consumers. Apart from pictograms, the use of photography helps to
convey messages.

If a manufacturer wants the consumers to always remember his/her products, the use of font
styles, sizes and colours are elements that most likely would influence the memory of the
consumers (Viktoria Alervall)

2.6. Hypotheses
(a) The colour of packaged products is significantly related to Nigerian consumers’
behaviour
(b) The size of packaged products is significantly related to Nigerian consumers’
behaviour
(c) The shape on packaged products is significantly related to the Nigerian
consumers’ behaviour
(d) The labelling of packaged products is significantly related to Nigerian consumers’
behaviour
(e) The images on packaged products is significantly related to Nigerian consumers’
behaviour
 2.7. Conceptual framework

INDEPENDENT VARIABLES DEPENDENT VARIABLES

 Consumer behaviour
 Product package colour
 Product package size
 Product package shape
 Product package labelling
 Product package imagery

FACILITATING VARIABLES

 Technological innovations in packaging

 CHAPTER THREE
RESEARCH METHODOLOGY
3.1 INTRODUCTION
This chapter includes the means used in the collection of data for this research study. It
also covers the research methodology including the introduction, research design,
statement of research question, statement of hypothesis, characteristics of the research
population, sampling method, data collection, validity of research instrument and
limitation to the research

3.2 RESTATEMENT OF THE RESEARCH QUESTIONS

With the help of the research questions, a direction was given to source for data to
facilitate the research instrument.

(a) What is the relationship between color of product packaging and Nigerian consumers’
behaviour?
(b) What is the relationship between size of product packaging and Nigerian consumers’
behaviour?
(c) What is the relationship between shape of product packaging and Nigerian
consumers’ behaviour?
(d) What is the relationship between labelling and Nigerian consumers’ behaviour?
(e) What is the relationship between product package imagery and Nigerian consumers’
behaviour?

3.3 RESTATEMENT OF HYPOTHESES

(a) The color of packaged products is significantly related to Nigerian consumers’
behaviour
(b) The size of packaged products is significantly related to Nigerian consumers’
behaviour
(c) The shape of packaged products is significantly related to Nigerian consumers’
behaviour
(d) The labelling on packaged products is significantly related to Nigerian consumers’
behaviour
(e) the images on packaged products is significantly related to Nigerian consumers’
behaviour
3.4 RESEARCH DESIGN
This research was facilitated by the utilization of research survey method. The research
design used a defined population and collected data from this defined population. With the
data collected, required information about product packaging and their perception was gotten
from the population.

3.5 CHARACTERISTICS OF RESEARCH POPULATION

Since the title of the research is the effect of product packaging on consumers’ behaviour, the
research population was majorly based on consumers. For the reason of movement limitation,
the consumers involved in the research are from Adamawa State. The research is a study on
individuals in Yola, Adamawa State. In essence, the Nigerian consumers for the research
were in summary:

a) Are residents of Adamawa State

b) Males and Females are both represented

3.6 SAMPLING METHOD

For this research, simple random technique was used on the population. The respondents
were chosen at random from the population. Two hundred and seventy individuals were
randomly from the population. The respondents consisted of both male and female and are
residents of Adamawa state. The reason for choosing the random sampling method is because
of offering an equal chance to be selected.

3.7 DATA COLLECTION PROCEDURE

In the course of the research, questionnaires were handed to the respondents to give answers
about their opinions on product packaging. The questionnaires were divided into parts A and
B. The questionnaires included the aspects of products of product packaging, their behaviour
of product packaging and demographic profile.

3.8 VALIDITY AND RELIABILITY OF INSTRUMENTS

A total of 270 questionnaires were handed to respondents to gather information. The
researcher consulted the supervisor to test the validity and reliability of the structured
questionnaires. The supervisor deemed the questionnaires fit and approved the questionnaires
for distribution.

3.9 LIMITATIONS/WEAKNESS OF THE RESEARCH

This research could have more validity and credibility if a larger sample size was measured in

the process of this research. With a larger sample size, it could be possible to generalize for
all consumers resided in Adamawa State but a number of 222 individuals participated in this

research. Also, the use of mixed methodology (i.e structured questionnaires and focus

groups) could have been used but structured questionnaires were only used.
 CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.0 PART A: DEMOGRAPHIC INFORMATION
Table1: Demographic profile of the respondents (In percentage)

Demographic Antecedents Frequency Percentage of respondents

(%)

Gender Male 105 47.3

Female 117 52.7

Age 18-23 131 59.0

24-29 44 19.8

30-35 27 12.2

36-41 14 6.3

42 and above 6 2.7

Educational Below Secondary

background School 2 0.9

Secondary School 7 3.2

Undergraduate 157 70.7

Graduate 56 25.2
 Marital Status Single 171 77.0

Married 46 20.7

Divorced 5 2.3

The table above shows the demographic information of respondents in a nutshell. Looking at

the gender of the respondents, there were a number of 105 males out of 222 respondents with

a percentage of 47.3% while females were a total of 117 out of the 222 respondents, with a

percentage of 52.7%. From the same table, it shows that majority of the respondents are from

the ages 18-23, with a percentage of 59.0%. From the ages 24-29, 44 respondents were

represented from a total of 222 respondents. There were 27 respondents that are between the

ages 30-35, with a percentage of 12.2%. From the ages 36-41, 14 respondents participated

and they accounted for 6.3%. Respondents that are 40 years and above were 6 in number,

with a percentage of 2.7%. The table above depicts that 2 of the respondents have not

completed secondary school, with a percentage of 0.9%. 7 respondents are have completed

secondary school only, accounting for 3.2%. Majority of the respondents are undergraduate

students, with a percentage of 70.7%. 56 respondents have graduate degrees, with a

percentage of 25.2%. Also, the table shows the representation of respondents based on their

marital status. A number of 171 respondents are single and accounts for 77.0% of the total

number of respondents (222). 46 respondents out of 222 respondents are married with a

percentage of 20.7%. A number of 5 respondents are divorced, they account for 2.3% of the

population.
4.2 TESTING OF RESEARCH HYPOTHESES
H1 The color of packaged products is significantly related to Nigerian consumers’

behaviour.

H1 Pearson Correlation= -.039

The color of packaged products is
INVALID
Sig (2 tailed)= .560
significantly related to Nigerian
N= 222
consumers’ behaviour

According to the table above, the Pearson correlation is -0.39, which is close to 0. This means

there is a weak relationship between color of packaged products and Nigerian consumers’

behaviour. Again, -.039 is a negative correlation. It connotes the value increase in one

variable causes the decrease in value of the other variable. Also, the significance value (2

tailed) is .560 which is greater than 0.5. It indicates there is an insignificant correlation

between the color of packaged products and Nigerian consumers’ behaviour. This declares

that hypotheses one which states that the color of packaged products is significantly related to

Nigerian consumers’ behaviour, invalid.

H2 The size of packaged products is significantly related to Nigerian consumers’

behaviour

H2 Pearson Correlation= -.314

The size of packaged products is
VALID
Sig (2 tailed)= .000
significantly related to Nigerian
N= 222
consumers’ behaviour

The table above, reveals the relationship between the size of packaged products and Nigerian

consumers’ behaviour is a mild one. The Pearson correlation result (-0.314) is also an inverse

relationship whereby the increase in one variable causes the decrease in the other variable.
The significance value equals .000 which directly indicates that the two variables (product

package size and consumer behaviour) are significantly related. This makes hypotheses two

valid.

H3 The shape of packaged products is significantly related to Nigerian consumers’

behaviour

H3 Pearson Correlation= -.329

The shape of packaged products is
VALID
Sig (2 tailed)= .000
significantly related to Nigerian
N= 222
consumers’ behaviour

The results above show the Pearson correlation to be -.329. The negative sign automatically

makes it an inverse relationship. It can also be classified as a mild relationship between the

shape of packaged products and Nigerian consumers’ behaviour. The sig (2tailed) is .000,

making the relationship statistically significant between the shape of packaged products and

Nigerian consumers’ behaviour. The results above signifies that hypotheses three is valid.

Hypotheses three states that the shapes of packaged products is significantly related to

Nigerian consumers’ behaviour.

H4 The labelling on packaged products is significantly related to Nigerian consumers’

behaviour

H4 Pearson Correlation= -.198

The labelling on packaged products is
VALID
Sig (2 tailed)= .003
significantly related to Nigerian
N= 222
consumers’ behaviour
Above, the Pearson correlation states -.198. It means it is both a negative relationship and

also a weak relationship. This is because the value of -.198 is very far from the value 1.

Because it is a negative relationship, the value change of one variable causes the value

change of the other variable. The significance result reads .003, meaning the two variables

(product packaging labelling and consumer behaviour) significantly related. Hypotheses four

which states the labelling on packaged products is significantly related to Nigerian

consumers’ behaviour becomes valid.

H5 The images on packaged products is significantly related to Nigerian consumers’

behaviour

H5 Pearson Correlation= -.149

The images on packaged products are
VALID
Sig (2tailed)= .027
significantly related to Nigerian
N= 222
consumers’ behaviour

The table above, shows the Pearson correlation to be -.149. First of all, it is an inverse

relationship. An increase in value of a variable would cause a decrease in value of the other

variable. Also, it shows there is a weak relationship between the two variables. The

significance figure (.027) is less than 0.5, making it a statistically significant correlation

between the images on packaged products and Nigerian consumers’ behaviour. It assures the

validity of hypotheses five which states that the images on packaged products is significantly

related to Nigerian consumers’ behaviour.

CONCISE TABLE FOR HYPOTHESES TESTING

S. Hypotheses Statistical Tools Applied Result

No
(Software R studio)
H1 The color of packaged products is Pearson Correlation= -.039
significantly related to Nigerian
Sig (2 tailed)= .560
consumers’ behaviour INVALID
N= 222

H2 The size of packaged products is Pearson Correlation= -.314

significantly related to Nigerian
Sig (2 tailed)= .000
consumers’ behaviour VALID
N= 222

H3 The shape on packaged products is Pearson Correlation= -.329

significantly related to Nigerian
Sig (2 tailed)= .000
consumers’ behaviour VALID
N= 222

H4 The labelling of packaged products Pearson Correlation= -.198

is significantly related to Nigerian
Sig (2 tailed)= .003
consumers’ behaviour VALID
N= 222

H5 The images on packaged products Pearson Correlation= -.149

are significantly related to Nigerian
Sig (2tailed)= .027
consumers’ behaviour VALID
N= 222
4.3. DISCUSSION OF FINDINGS
With the help of answered questionnaires from the respondents in Adamawa state, the

hypotheses and research questions were answered. In general Nigerian consumers give

importance to product packaging to some extent. In most cases, the packaging of a product

drives them to buy some certain products. From the results of the hypotheses testing, the

color of packaged products is the least important attributes compared to the other attributes

tested (size, shape, labelling and imagery) to consumers in Adamawa State.

According to the hypotheses testing results, hypothesis one turned out to be invalid because

there is a weak relationship. This now states that the color of packaged products is not

significantly related to Nigerian consumers’ behaviour. This means that Nigerian consumers

pay less attention to the color of product packaging when purchasing products. Hypothesis

two is valid because a strong relationship exists between the size of packaged products and

Nigerian consumers’ behaviour as shown from the results of the correlation tool. This implies

that prime importance is given to the size of the product packaging during the time of

purchase by Nigerian consumers. Hypothesis three results shows that there is a weak

relationship but also shows significance in the behaviour of Nigerian consumers. Indicates

the shape of packaged products is paid attention to. Hypothesis four testing states that the

labelling of packaged products is significantly related to Nigerian consumers’ behaviour. It’s

found that it is valid as there’s a weak relationship but a significance between the two

variables. Lastly, hypothesis five states that the images on packaged products is significantly

related to Nigerian consumers’ behaviour. From the generated results, it reveals that there is a

weak relationship between images on packaged products and Nigerian consumers’ behaviour

but there is a significance which makes the hypothesis valid.

 CHAPTER FIVE
CONCLUSIONS AND RECOMMENDATIONS
5.1. CONCLUSION
Product packaging has many benefits attached to it that it does for a product. It only does not
form as a way of advertisement but also protects the content of the package. In other words,
product packaging is the technology of protecting products for storage, sale and use. It also
refers designing the packaging of products.

In conclusion, using the analysis and findings discovered in this research study, product
packaging is an aspect that must not be neglected by manufacturers and marketers. If
neglected it may cause the firm to lose potential customers.

5.2 RECOMMENDATIONS
The following points are my recommendation to manufacturers and marketers. They include;

i. Marketers and manufacturers should endeavour to carry out research on the product
packaging preferences of their target market. In other, to attract more consumers to
their products and consequently increase profit.
ii. Marketers should study the product packaging features of successful substitutes in the
market and use that to differentiate their products.

5.3 SUGGESTION FOR FURTHER RESEARH

The following topics should be considered for further research:

i. Effect of product packaging of food and beverages on the consumers’ perception on

food quality and safety
ii. Effect of product packaging on environmental conscious consumers
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