Professional Documents
Culture Documents
Chapter One 1.1 Background of The Study
Chapter One 1.1 Background of The Study
1. INTRODUCTION
1.1 Background of the Study
Many companies have enjoyed the impact of branding in their days to day activities. So
many product produced today get to the satisfaction of the consumer based on the infor
mation that displays on the brand, as well a quality of packaging. Levitt (1983)
It is also important of notice there is need to keep improving on the new branding and g
ood quality to meet up with the modern business requirement. It is equally important to
notice that the improvement level of product been mentioned should be a long way to
meet up the consumer satisfaction. (kotler et al.1998)
Branding has helped many production industries in differentiating their product from ma
ny other products in the market. It gives a deep meaning to the product in order to convi
nce the consumers. In the same or company give along duration to their product order it
need or required by the final consumers.
• In the ever increasing competition of today's global market the need for effective prod
uct branding is crucial. The product has come to play a more important role as a brand
communication vehicle. Today, virtually all goods that are manufactured or processed r
equire some in some phase of their production or distribution. This research will focus
on the assessment of branding and packaging on Consumer buying behaviour in case o
f Bekoji natural spring water.
1.2 Statement of the Proble
m
1.2 Statement of the Problem
• The motive that had called for the research into the m
ineral water market has been that today in Ethiopia, t
o locally manufacture mineral water called Bekoji wat
er which were almost of similar mineral content and c
onsumers were likely to switch from one brand to ano
ther easily and this had made the competition very int
ense. With the increase of competition due to improv
ed brands and packaging, Consumers were faced with
infinite choices to satisfy their needs and wants. Man
ufacturer must critically understand the concept
1 .
1.3 Objectives of the Study
1.3.1 General objective of the study
The main objective of this study was to assessment of branding and packaging on cons
umer buying behaviour in Bekoji natural spring water in Bekoji town.
1.3.2 Specific objective of the study
Objective of our research study was To assess how Consumers are using the brand and
the package of the product.
To identify how the nature of branding and packaging serve as a means of attracting t
o purchase decide.
To identify important element of packaging and branding related to the Consumers bu
ying behavior.
To identify how consumers prefer the package
To identify how Consumer were satisfied with the brand and package of Bekoji natural
spring water
•
1.5 Scope of the Study
The scope of this study was strictly limited only to Bekoji spring Water Company in Bekoji town by emph
asizing the role of branding and packaging of product on consumers buying behaviour.
Packaging can be classified into three different levels namely primary, seco
ndary and shopping Packages the decision on how to carry this level of pa
ckaging is done by the effort of the manufacturers. Keller (1998)
1. Primary Packaging: This refers to product immediate living/wrapper. Th
e primary package Remain on the product until the consumer is ready to u
se it like the toilet soap, sweet, chewing gum etc. In other instance, the pri
mary package is retained throughout the entire life span of the product. Ex
ample perfume, Vaseline etc.
2. Secondary Package: These are additional layers that protect the primary
package which are discarded at the level of wholesaler or retailer for ex
ample, the cupboard boxes containing the bottles of perfume are a secon
dary package and produce additional protection and promotion.
• 3. Shipping Package: This refers to further identification etc. in wooden b
oxes, metal boxes crates.
2.5.3 Packaging as an Aid to Marketing