Effect of Product Packaging on Consumer Choices of Food & Beverage Products, Nairobi County, Kenya

Abstract

The purpose of this research was to determine the effect of product packaging on consumer choices for Food and Beverage products in Nairobi County, Kenya. The study was guided by the specific research question: What is the effect of package color, package material and package design on consumer choice of Food and Beverage products? The study adopted descriptive and explanatory research techniques in order to achieve the results and draw useful conclusions. Primary data was collected by using structured questionnaire and with the help of three qualified research assistants; raw data was recorded using tabulations, bar graphs and pie charts that vividly showed the results. From the foregoing discussions and findings presented under chapter four, the researcher herein concluded that the research objective as set out under chapter 1.3 was achieved and that there was influence of package color on consumer choice of food and beverage products at 71% endorsement level by the 145 respondents sampled. Further, the researcher concluded that there was influence of package material on consumer choice for food and beverage products at 80% endorsement level by the 145 respondents sampled. The researcher also concluded that there was influence of package design on consumer choice of food and beverage products at 87.5% endorsement level by the 145 respondents sampled. It was finally concluded by the researcher that on the basis of the results presented in table 4.7 and table 5.2 on package color associations, that consumers generally associate certain package colors with certain products due to past experience and personal prejudices. The study also revealed the most dominant package colors for certain commonly purchased food and beverage products. This has marketing implications to the marketer as an opportunity to influence consideration set whenever a consumer seeks out similar products to satisfy the needs and wants from time to time. Package color if perceived positively will cause the consumer to enlist the product in the consideration set thus increasing the possibility of being selected amongst a set of alternatives. The overall average respondent endorsement level was 79.5% about the hypothesized interaction between the study variables. The independent variables were package color, package material and package design whereas the dependent variables were purchase action, preference, referrals, attention and product recall. The value of the study was determined that it would be an eye opener and basis for further research involving other elements of packaging and that it would offer useful marketing insights to practicing marketers and packaging sub-sector manufacturers in guiding effective packaging strategies. In addition, the study would offer useful tips to government policy advisers for purposes of improving industry regulatory provisions. The study recommended that marketing firms could apply lessons learned about effect of color and color combinations in attracting attention and brand identification. The study recommended application of lessons learned about impact of package design to guide on regulations about standard package sizes for various food and beverage product categories to ensure fair business practices. Last but not least, the researcher recommended application of lessons learned about effective package material in determining shelf-life that would support possible adoption of mass marketing strategy