The effects of packaging characteristics on consumer perception about liquid soaps in Ghana
Annan, Benjamin Atta (2018)
Pro gradu -tutkielma
2018
School of Business and Management, Kauppatieteet
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2018121050276
https://urn.fi/URN:NBN:fi-fe2018121050276
Tiivistelmä
The main objective of the research was to establish the characteristics of packaging that influences consumers’ perception concerning liquid soap. The characteristics of packaging that were researched upon were categorised into two, namely visual and informational elements. The visual elements include size, colour, graphics, shape, and material, whereas the informational elements include origin of product, manufacture and expiry date, ingredient, regulatory body, and environmental concern.
A quantitative research technique was used where six different hypotheses were designed with the aid of existing literature. Each of the hypotheses included independent and dependent variables. A multi-item questionnaire was designed and distributed to 500 respondents through email. 413 respondents answered the questionnaire. The statistical analytical tool SPSS was used to analyse the data.
The results of the empirical data analysis indicate that all six (6) hypotheses were accepted. The six (6) acceptable hypotheses included independent variables such as, size, colour, graphics, information, shape, and material. To answer the research question, the regression analysis revealed six (6) independent variables as the elements of packaging characteristics that influences consumers’ perception. These elements included information, size, colour, graphics, material, and shape in high-low order of influence. Again, the research revealed that size was identified as the most attractive visual element of packaging characteristics that influences consumers’ perception about liquid soap. Furthermore, the research revealed that manufacture/expiry date was the most important informational element of packaging characteristics that influences consumers’ perception about liquid soap. Clearly, these results relate to results of previous research in the same field. Most available literature in this field reveal that colour, shape, size, graphics and information attract consumers’ attention depending on the context and the culture in which the research was carried out.
A quantitative research technique was used where six different hypotheses were designed with the aid of existing literature. Each of the hypotheses included independent and dependent variables. A multi-item questionnaire was designed and distributed to 500 respondents through email. 413 respondents answered the questionnaire. The statistical analytical tool SPSS was used to analyse the data.
The results of the empirical data analysis indicate that all six (6) hypotheses were accepted. The six (6) acceptable hypotheses included independent variables such as, size, colour, graphics, information, shape, and material. To answer the research question, the regression analysis revealed six (6) independent variables as the elements of packaging characteristics that influences consumers’ perception. These elements included information, size, colour, graphics, material, and shape in high-low order of influence. Again, the research revealed that size was identified as the most attractive visual element of packaging characteristics that influences consumers’ perception about liquid soap. Furthermore, the research revealed that manufacture/expiry date was the most important informational element of packaging characteristics that influences consumers’ perception about liquid soap. Clearly, these results relate to results of previous research in the same field. Most available literature in this field reveal that colour, shape, size, graphics and information attract consumers’ attention depending on the context and the culture in which the research was carried out.