The University of Dodoma University of Dodoma Institutional Repository http://repository.udom.ac.tz

Business Master Dissertations

2014 Assessment of wine packaging effects on customer purchasing decision in Tanzania: a case of Hombolo and Miuji wine industries

Waziri, Amina Mohamed

The University of Dodoma

Waziri, A. M. (2014). Assessment of wine packaging effects on customer purchasing decision in Tanzania: a case of Hombolo and Miuji wine industries. Dodoma: The University of Dodoma. http://hdl.handle.net/20.500.12661/1259 Downloaded from UDOM Institutional Repository at The University of Dodoma, an open access institutional repository. ASSESSMENT OF WINE PACKAGING EFFECTS ON

CUSTOMER PURCHESING DECISSION IN TANZANIA:

A CASE OF HOMBOLO AND MIUJI WINE INDUSTRIES

By

Amina Mohamed Waziri

Dissertation Submitted in Partial Fulfillment of the Requirements for the Award of the Degree of Masters of Business Administration of the University of Dodoma

The University of Dodoma

October, 2014

CERTIFICATION

The undersigned certifies that has read and hereby recommends for acceptance by the

University of Dodoma dissertation entitled: “Assessment of Wine Packaging Effects on Customer Purchasing Decision in Dodoma Municipality: A Case Study of

Hombolo and Mihuji” in partial fulfillment of the requirements for the Degree of

Masters of Business Administration of the University of Dodoma.

…………………………………….

Dr Mark Paul Diyammi

(SUPERVISOR)

Date ………………………………

i DECLARATION AND COPYRIGHT

I, Amina Mohamed Waziri do hereby declare to University of Dodoma that this dissertation is a result of my own original work and that it has not been submitted for any degree award in any university for the award of the Degree of Masters of Business

Administration of the University of Dodoma.

Signature: …………………………..…

No part of this dissertation may be reproduced, stored in retrieval systems or transmitted in any other forms or means, photocopying, electronic or mechanical recording or otherwise without the prior permission of the author or University of

Dodoma on behalf.

ii ACKNOWLEDGEMENT

The finishing point of this study makes me recognizable with other people with unlike category in life. Those people who helped me in different ways discharge the study. I become conscious that without the help of these people I would not complete this work. In view of that, I express the cordial thanks to the Almighty God for giving me life and strength.

I recognize the subsequent people and organizations that provided assistance during this study. Without their support this work would not have been possible. First and foremost, I deeply thank Dr Mark Paul Diyammi (my supervisor) for his help, guidance, liable and resourceful scholarly contribution to make this study feasible. He undertook the last of guiding me from the initiation of the study during its execution through to the final write up of the Dissertation. The constructive criticism suggestions and encouragement motivated me to hard work.

With the deepest gratitude I wish to thank every person who has come into my life and inspired, touched and illuminated me though their presence. Thus, I am grateful to my guardian (Mr Farles V. Sanga), who invested the little he had in my life. I know a good number of friends who were academically excellent but were never sent to school.

What can I give in return that equals to what you gave me? Absolutely nothing!

(None!!!!!), with regular love accept my tons of thanks that come from the bottom of my heart. You always kept me moving.

iii My special heartfelt goes to my sisters (Hawa Waziri and Anes Mahenge) and to my special friend (Tunnuh Mgonda) for their tolerance and inducing unavoidable income nieces coursed to them during the periods of study.

For generously sharing their wisdom, love and divinity, I pay honor to appreciation to

The CETAWICO and Precious Blood staffs in responding during data collection of data. May the Almighty God bless them.

iv DEDICATION

This study is dedicated to my uncle Mr. Farles V Sanga and my sisters Mrs. Hawa

Waziri and Anes Mahenge for their moral, spiritual, financial and social support in my entire career life.

Moreover; it dedicated to my lovely sister Mrs. Mary Maina for her cooperation and guidance during the preparation of this report. I can pay nothing but only prayer.

v ABSTRACT

This study analyses the effects of wine packaging on customer purchasing decision in

Tanzania. The objective of the study was to discover customer purchasing decision in order to examine the effects and corrective measures to manage them.

The study employed Cross-sectional research design whereby a sample size of 90 respondents was used. Data collection method and tools such as questionnaires, observation and reading official documents was used and analyzed descriptively by

SPSS version 16 computer software by using the figures and tables.

The findings show that packaging materials have the role of facilitating storage, use and convenience of the products, protect products due to the environmental condition packaging are functioned not only for price mechanism but also transit, for different environmental such as moisture, gases, light, temperature etc. Likewise, social factors, the readily available/timely availability of the product and good packaging done by trained personnel were factors that influenced consumers‟ preferences and buying decisions. Though, high cost of packaging materials and brand familiarity were challenges consumers encountered because some could not distinguish between wine products of different industries.

The study recommends that the mode of payments, colour of the products, the appearance of the containers and the contained products must highly be regarded since it does attract consumers to buy the products. And policy makers have to understand and see a need for the adoption of packaging strategies so as to reach the lower income customer hence to maximize consumers' preferences by enhancing product quality in order to create a competitive advantage.

vi TABLE OF CONTENTS

CERTIFICATION ...... i DECLARATION AND COPYRIGHT ...... ii ACKNOWLEDGEMENT ...... iii DEDICATION ...... v ABSTRACT ...... vi TABLE OF CONTENTS ...... vii LIST OF TABLES ...... x LIST OF FIGURES ...... xi LIST OF APPENDICES ...... xii LIST OF ABBREVIATIONS AND ACRONYMS ...... xiii

CHAPTER ONE ...... 1 INTRODUCTION AND BACKGROUND TO THE STUDY ...... 1 1.0 Introduction ...... 1 1.1 Background to the Study ...... 2 1.2 Statement of Research Problem ...... 5 1.3 Objectives ...... 7 1.3.1 Main Objectives ...... 7 1.3.2 Specific Objectives ...... 7 1.4 Research Questions ...... 7 1.5 Significance of the Study ...... 8 1.6 Scope of the Study ...... 8 1.7 Limitations of the Study ...... 9 1.8 Summary ...... 10

CHAPTER TWO...... 11 LITERATURE REVIEW ...... 11 2.0 Introduction ...... 11 2.1 Definitions of the Key Concepts ...... 11 2.1.1 Idea of Packaging ...... 11 2.1.2 Types of Packaging Materials ...... 16 2.2 Consumers‟ Preference ...... 18 vii 2.3 Functions of Packaging for the Safety of Products ...... 18 2.3.1 Packaging as the Quality Measurement...... 19 2.3.2 Packaging as a Communication Instrument ...... 20 2.3.3 Packaging as a Tangible Object ...... 21 2.4 Theoretical Framework of the Study ...... 21 2.4.1 Marketing Theory ...... 21 2.4.2 The Theory of Planned Behavior...... 23 2.4.2.1 Limitations of the Theory of Planned Behaviour ...... 26 2.4.3 Labelling Theory ...... 27 2.4.4 Wine Packaging World Wide ...... 28 2.4.5 The Top World Wine Producers ...... 33 2.4.6 The Top Wine Producers in Africa...... 36 2.5 Knowledge Gap ...... 38 2.6 Conceptual Framework...... 40 2.7 Summary ...... 43

CHAPTER TREE ...... 44 RESEARCH METHODOLOGY ...... 44 3.0 Introduction ...... 44 3.1 Description of the Study Area ...... 44 3.2 Research Design ...... 47 3.2.1 Quantitative Research Design ...... 48 3.2.2 Qualitative Research Design ...... 48 3.3 Sample and Sampling Procedures ...... 48 3.4 Data Collection Procedures ...... 49 3.5 Data Collection Methods ...... 50 3.6 Data Analysis and Presentation ...... 51 3.7 Validity and Reliability ...... 53 3.8 Ethical Issues and Consideration ...... 54 3.9 Summary ...... 55

CHAPTER FOUR ...... 56 DATA PRESENTATION, DISCUSSION AND ANALYSIS ...... 56 4.0 Introduction ...... 56

viii 4.1 Characteristics of the Respondents ...... 57 4.2 Demography of Respondents and Response Rate ...... 57 4.2.1 Demography of Respondents...... 57 4.2.2 Study and Response Rate ...... 58 4.2.3 The Sex of the Respondents ...... 59 4.2.4 Age of the Respondents ...... 60 4.2.5 Level of Education...... 61 4.2.7 Consumers‟ Working Sector ...... 64 4.3 Functions of Packaging Materials for the Safety of Wine Products by Considering Total Number of Frequency ...... 66 4.4 Factors That Influence Consumer‟s Preferences and Buying Decisions on Wine Packed Products ...... 68 4.5 Challenges of Packaging and Consumers‟ Preferences ...... 71 4.6 Functions of Packaging Materials for the Safety of CETAWICO /Missionaries of Precious Blood Packed Products ...... 73 4.7 Summary ...... 76

CHAPTER FIVE ...... 77 SUMMARY, CONCLUSION AND RECOMMENDATIONS ...... 77 5.0 Introduction ...... 77 5.1 Summary of the Study ...... 77 5.2 Findings of the Study ...... 78 5.3 Conclusion ...... 81 5.4 Recommendations ...... 81 5.5 Guiding Principle Implications ...... 84 5.6 Areas for Further Research ...... 84 REFERENCES ...... 85 APPENDICES ...... 91

ix LIST OF TABLES

Table 4.1: Demography of Respondents (N=90) ...... 58 Table 4.2: Functions of Packaging Materials for the Safety of Wine Products by Considering Total Number of Frequency ...... 68 Table 4.3: Factors That Influence Consumers‟ Preferences and Buying Decisions (N=90) ...... 71 Table 4.4:Challenges of Packaging and Consumers‟ Preferences (N=90) ...... 73 Table 4.5: Functions of Packaging Materials for the Safety of CETAWICO Products 75

x LIST OF FIGURES

Figure 2.1: Conceptual Framework ...... 25 Figure 2.2: Top Wine Regions of the World ...... 34 Figure 2.3: Conceptual Framework ...... 40 Figure 3.1: Map of Dodoma Region ...... 46 Figure 4:1: The Sex of the Respondents ...... 59 Figure 4.2: Age of the Respondents ...... 61 Figure 4.3: Level of Education ...... 62 Figure 4.5: The Occupation of the Respondents ...... 64 Figure 4.6: Consumers‟ Working Sector...... 65

xi LIST OF APPENDICES

Appendix I: Questioners for the Respondents...... 91 Appendix II: Interview Guide ...... 95 Appendix III: Interview Guide Questions ...... 100 Appendix IV: Research Budget and Sources of Funds ...... 101 Appendix V: Time Frame ...... 103

xii LIST OF ABBREVIATIONS AND ACRONYMS

CETAWICO Central Tanzania Wine Company

CM Corporate Management

CNN Cable News Network

FB Federal Bureau of Investigation

FGDs Focus Group Discussions

INRA Institut National de la Recherche Agronomique

LTD Limited

PhD Doctor of Philosophy

SPSS Statistical Package for Social Sciences

TPB Theory of Planned Behavior

US $ United States Dollar

US United States of America

xiii CHAPTER ONE

INTRODUCTION AND BACKGROUND TO THE STUDY

1.0 Introduction

One of the reason which may be taken as the tool of the positioning product is packaging. Role of packaging is broadening and may include functions such as to attract attention, assist in promotion; packaging may include image, logo, slogan, color, symbol, name and quality to insure the technology of enclosing or protecting products for distribution, storage, sale and use. Packaging also refers to the process of design, evaluation and production of packages. Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use (Pavithra, 2008).

Idea of packaging has got an excellent reputation and solid experience in the field of manufacturing packaging machines. The company is supported by a sound manufacturing base at New Delhi with a qualified team of design & Production

Engineers along with a dedicated & conscientious, highly skilled work force. Among the major developments in the modern competitive market system, one is packaging. It is one of the recent innovations that have acquired a key place in consumer decision making (Pavithra, op.cit.).

The chapter provides the study overview, background information regarding the effect of packaging and its impact on consumers‟ preferences in reference to wine drinks products. It describes the background information, states the problem, research

1 objectives and questions, the significance, scope, limitations and structure of the research study.

1.1 Background to the Study

The twenty first century consumer seems to be not only bothered about the ultimate benefit that the product provides, rather he/she places adequate weighted on the allied benefits such as quality, delivery, installation, warranty, ease of shopping, using convenience, etc. which are influenced by the packaging of the product (Liu, 2011).

Packaging is engaged in the evolution from production orientation to marketing orientation. Packaging performs two major functions; product protection and product marketing (Kotler, et al., 2005). Given the characteristics of production, mechanical and environmental conditions it encounters in the distribution system, marketers can design a minimum package that can assure its arrival to the consumer in a saleable condition. A minimum package, therefore, is one that protects the products at the lowest possible cost. While major consumer‟s product companies claim packaging as a marketing aid, they place the control of packaging in the hands of purchasing and production departments (Lurie and Mason, 2007).

Packaging may be defined as a general group of activities in the product planning which involves designing and producing the container or wrapper for a product (Kotler and Armstrong, 2008). Packaging, as a marketing tool which is employed in the competitive strategy of the firm, has a recent origin.

However, with the changes in the market conditions, packaging decisions have moved relatively higher in the hierarchy of importance. The traditional marketing mix which

2 constituted four set of decisions viz., product, price, physical decision and promotion is extended with the inclusion of packaging (Kotler, et al., 2005). The structural changes in the market environment (income, education, awareness, technology, competition) have rendered packaging from being merely a residual decision in the beginning of the twentieth century to a prominent decision today (Silayoi and Speece, 2007). The facts which necessitated increased emphasis on packaging decisions in the overall competitive strategy of the modern competitive firm are oligopolistic structure of the market, impulsive shopping, self-service stores, customer convenience, effective communication, sales promotion, legal requirement and product life cycle (Pavithra,

2008).

Packaging obviously is closely related to labeling and branding because a label often appears on the package and the brand is typically on the label. It is the art, science and technology of preparing goods for transport and sale (Briston and Neil, 1986).

Packaging forms an integral part of the cost structure of a product, since there is hardly any product which can pass on from the producer to the hands of the consumer without being packed or without an outer covering or container. It has been rightly remarked that “in a successful product, the packaging is as intrinsic as the raw materials that go to make it up” (Sojka and Giese, 2001). Thus, packaging is an important consideration which should form a part of any scientific production planning and good packaging not only facilitates convenience in transportation and storage but also attracts consumer to pay more. The packaging reduces the marketing cost and protects the quality (Lurie and Mason, 2007). However, packaging must be of good quality, strong enough to withstand the shocks and loadings normally encountered during transport, including trans-shipment between transport units and warehouses as well as any removal from a pallet or over pack for subsequent manual or mechanical handling (Pavithra, 2008). 3 Packaging must be constructed and closed so as to prevent any loss of contents that might be caused under normal conditions of transport, by vibration or by changes in temperature, humidity or pressure (Panwar, 2004).

Appearance and packaging of food products play an important role in influencing consumer perception and subsequent acceptance because the first taste is almost always with the eye (Frontiers, 1996). Extrinsic packaging attributes provide consumers with social and aesthetic utility and strongly influence expectations of sensory perception (Lamb et al, 2004). Those expectations have been shown to be very robust against later disconfirmation when consumers actually taste the product

(Ampuero and Vila, 2006). Despite what we know about the underlying psychological influence packaging exerts on product, colour has the power to illicit an emotional response from the viewer (Sekaran, 2004). For example, the colour red commands attention and invokes aggression or a sense of urgency. Pantin-Sohier (2009) in his study on the influence of colour in pharmaceutical packaging asked patients to attribute specific qualities to a medical treatment‟s properties based on ten different coloured packages. The results showed that 94% of patients believed that they should handle the red package‟s contents with precaution. In contrast to red, blue is considered passive, calm, and cool. While colour is important when considering general responses, it is also important when considering gender-specific responses; as women have positive reactions to cool hues like pinks, blues, and purples (Panwar,

2004).

According to Panwar, (2004), Packaging is the act of containing, protecting and presenting the contents through the long chain of production, handling and transportation to their destinations in as good a state, as they were, at the time of

4 production packaging is an important part of the branding process as it plays a role in communicating the image and identify of a company. Due to increasing self – service and changing consumers‟ lifestyle the interest in package as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. So packaging has an important role in marketing communications, especially from the point of sales and could be treated as one of the most important factors influencing Consumer‟s purchase decision.

In today‟s cultural retail environment, consumers are over helmed with choice in order to make purchase. The consumers need to make fast decision though some of the consumer needs to pass at least five stage in order to make post purchase and packaging is the one of the factor that make the consumer quick decision in weather to buy or not. Besides, reputations of packaging play a large part on consumer ultimate purchase decision and because of this, packaging must be understood so that it can be appropriately used by a number of marketers (sellers) in other hand packaging may cause higher customer.

1.2 Statement of Research Problem

As consumers increasingly demand sustainably-produced products, producers, brands and retailers can drive loyalty and enhance brand equity by promoting improvements in wine packaging and transportation. Today, virtually all goods manufactured or processed require packaging at the end of their production. Packaging decisions have to be included early in marketing plans as an integral part of the total marketing strategy (Panwar, 2004). For competitive viability packaging plays a vital role as it protects the quality and quantity of the products.

5 Furthermore, it stimulates sales. After all, it is the first thing seen before making purchase choices and it is widely recognized that over 50% of purchasing decisions are made at the shelf or point of purchase (Frontiers, 1996). Numerous market trends suggest a growing packaging role as a brand communication vehicle. Once a brand becomes familiar, companies do not have to spend much on advertising because consumers will reach the brand automatically (Panwar, 2004). The big challenge that a marketer in today‟s world faces is to translate the attraction from the packaging to a purchasing decision. In this vein, companies just have to manage timely deliveries, so that meanwhile a consumer may not switch to the nearest competitors due to unavailability of the product (Belch and Belch, 2001).

Packaging communicates and is capable of attracting consumer‟s attention. It can communicate images that influence consumer perception, appeal to the consumer‟s emotions and motivate desire for the product and should also be considered as a promotional tool, especially within the retail environment (Sekaran, 2004). When comes to the wine industry packaging have become more kind of advertisement which makes promotion to the customer in purchasing decision Therefore, this study focused on exploring the role of packaging and its impact on consumers‟ preferences regarding wine drinks products in order to come out with suggestions which would provide directions towards better quality packaging improvements for its consumers.

Therefore, this study attempted to investigate the effect of packaging in customer purchase decision.

6 1.3 Objectives

1.3.1 Main Objectives

The general objective of this research was to analyse “the effect of wine packaging on customer purchasing decision in Tanzania, CETAWICO Ltd (Hombolo) and the

Presious Blood Missionaries of (Mihuji) in particular.

1.3.2 Specific Objectives

In order to search for information on how packaging become an issue when it comes to customer purchase decision in all levels of the buyers income, the study was guided by the following specific objectives:-

i. To assess how does packaging affect the customer purchase decision.

ii. To assess how does the packaging attract the customer.

iii. To identify the challenges of packaging and consumers‟ preferences for the

packed products of wine industries in Dodoma.

1.4 Research Questions

In order to achieve the stated objectives, the study strived to answer the following questions:

7 i. How does packaging affect the customer purchase decision?

ii. How does the packaging attract the customer?

iii. What are the challenges of packaging and consumers‟ preferences for the

packed products of wine industries in Dodoma?

1.5 Significance of the Study

The importance of the study based on both knowledge and personal contribution. The packaging may create the uniqueness of the product or service hence create more customer expectation in quality and value also it may help in tackle competition in the market also packaging also plays an important role for portraying information about the product. Outside packaging may contain directions on how to use the product or make the product. Also the packaging will help in attracting the customer in purchase decision. When it comes to personal contribution may happen when the customer satisfies the product or service. Likewise, added value (cross merchandising and buy- one-get-one-free promotions) increases value-for-money perception in the mind of the consumers, since it does play a key role as a medium in the marketing mix, promotion campaigns and price criteria.

1.6 Scope of the Study

The study focused on exploring the role of packaging and its impact on consumers‟ preferences regarding wine drinks products. It aimed at finding out how packaging influences much the purchasing of the product. Packaging of the product can be

8 viewed in difference ways depending on how a customer is satisfied. The following are the importance of packaging the products.

The protective function of packaging essentially involve protecting the contents from the environment in addition; packaging must also reliably be able to withstand the many different static and dynamic forces to which it is subjected during transport, handling and storage operations. The goods frequently also require protection from climatic conditions, such as temperature, humidity, precipitation and solar radiation, also the purpose of the sales functions of a package is to enable or promote the sales process and to make it more efficient. On other hand, promotional material placed on the packaging is intended to attract the potential purchaser‟s attention and to have a positive impact upon the purchasing decision also the various items of information printed on packaging provide the consumer with details about the contents and use of the particular product also it has got the additional function in particular relates to the extent to which the packaging material or packaging containers may be reused once the package contents have been used.

1.7 Limitations of the Study

The limitations of the study were as follows;

i. Financial Constraints: The financial support was expected from researcher‟s

pocket money. For that case, the researcher was limited to attend all consumers

of wine products in both industries in order to gather or collect data as it was

not easy to reach all respondents. Thus, a sample was a right approach out of

the population.

9 ii. Time factors: The time allocated for data collection was very short compared to the importance and monotonous work of collecting data.

iii. Response rate: The response rate was low due to the fact that respondents were busy with their activities thereby affecting the study and made the researcher to have continuous follow-ups. Some of the respondents had bad perception that they felt themselves that they could be taken as drunkards.

1.8 Summary

The chapter has provided the study overview, background information regarding the effect of packaging and its impact on consumers‟ preferences in reference to wine drinks products. It described the background information, states the problem, research objectives and questions, the significance, scope, limitations and structure of the research study. While the next chapter (Chapter Two) presents the literature review for the study.

10 CHAPTER TWO

LITERATURE REVIEW

2.0 Introduction

This section reviews the related literature to point out the visions of other scholars relating to the issue understudy. It shows the effect of packaging in customer purchase decision and the research intended to answer the following question connecting projects researcher must be aware of the fulfilled work of other investigators, in particular those reported in literature, regular updating of bibliographies is essential for determining how ones study fit with the literature, similarities between researcher findings and the work of others is indicative of validity. Finally, comparison with the literature will provide information about which findings from the study are new and enable the investigator to address the significance of the study.

2.1 Definitions of the Key Concepts

2.1.1 Idea of Packaging

Many wine characteristics, such as region of origin, grape variety and brand reputation can only be changed in the very long term by most wine producers to react to consumer demand and market conditions. On the contrary, attributes such as the packaging and labeling of a wine are in the short term control of a winery and have attracted growing research interest over the last years. Packaging design of food products in general and wine specifically was shown to influence consumers‟ sensory

11 expectation and taste evaluation (Deliza and MacFie, 1996; Lange et al., 2002;

Szolnoki, 2007). Orth and Malkewitz, (2008) report five distinct holistic packaging design styles for which consumers have different product associations. Consumers‟ liking of a wine was found to be influenced by the label design and labeling information (Szolnoki, 2007). Also when actually choosing wine, consumers were found to react to label style, label colour and labeling information (Lockshin, et al.,

2009; Mueller et al., 2009; Mueller, et al., 2010).

Prior research analyzing individual responses found that different consumers like different packaging and label information (Mueller et al., 2010; Lockshin, et al., 2009;

Szolnoki, 2007; Szolnoki and Mueller, 2009). Whereas such preference heterogeneity can be observed on the Individual level, it is possible that these differences cancel each other out over the total market. For instance, if one segment prefers a traditional label style this effect on demand and price could be offset by another segment preferring chateau-style labels (Lockshin, et al., 2009), resulting in a similar demand for both label styles on the aggregate level. Accordingly, it is uncertain if the previously observed impact of wine packaging and labeling on individual consumer preferences indeed translates into different market prices.

A range of economic hedonic pricing studies have shown price premiums or discounts relative to the average market price for different wine characteristics. Most of them have concentrated on extrinsic attributes such as region and country of origin (Nerlove,

1995; Oczkowski, 1994), grape variety (Steiner, 2004; Schamel and Anderson, 2003), wine type (Ling and Lockshin, 2003), vintage (Schamel and Anderson, 2003;

Oczkowski, 1994) and producer characteristics (Nerlove, 1995; Oczkowski, 1994; Ling and Lockshin, 2003). Some have also studied how price is impacted by wine critic scores or expert sensory evaluations (Oczkowski, 2001; Combris, et al., 1997, Landon 12 and Smith, 1997, Bentzen and Smith, 2008). Also, Nerlove, (1995), Combris, et al.

(1997), Combris, et al., (2000). Only Costanigro, et al. (2007) analyzed if the availability of label information was related to wine prices listed in a wine magazine.

No prior study explored the relationship between wine packaging and market price.

The idea of packaging now days in competitive environment, the role of package has changed due to increasing self-service and changing consumers‟ lifestyle. Firm‟s interest in package as a way of sales promotion is growing increasingly. Package becomes an ultimate selling proposition stimulating impulsive buying behavior, increasing market share and reducing promotional.

According to Rundh, (2005) package attracts consumer‟s attention to particular brand, enhances its image, and influences consumer‟s perceptions about product. Also package imparts unique value to products (Underwood, Klein & Burke, 2001; Silayoi

& Speece, 2004), works as a tool for differentiation, i.e. helps consumers to choose the product from wide range of similar products, stimulates customers buying behavior

(Wells, Farley & Armstrong, 2007). Thus package performs an important role in marketing communications and could be treated as one of the most important factors influencing consumer‟s purchase decision. In this context, seeking to maximize the effectiveness of package in a buying place, the researches of package, its elements and their impact on consumer‟s buying behavior become relevant issues. Writing analysis on question under investigation has shown that there is no agreement on classification of package elements as well as on research methods of package impact on consumer‟s elements of package and their impact on consumer‟s purchase decision (Silayoi &

Speece, 2004).

13 According to Dhar, (2007), packaging plays an important role at this meeting point

(also known as the point of purchase), as this is the most important point of interaction between brands and consumers; it is at this stage that consumers decide which product to purchase. According to Duncan, (2005), the packaging is the main instrument of communication with which companies can deliver brand messages. Accordingly, the packaging needs to be perceived as a highly important marketing communication tool in communicating the brand message, and has to be utilized to the fullest at the point of purchase in order to attract consumer attention.

Bed Nath Sharma, (2008), studied New Consumer Product Branding, Packaging and

Labeling in Nepal. This paper focuses on existing practice of branding, packaging and labeling of new products in consumer product manufacturing units. The study method was Descriptive presentation of facts collected through questionnaire survey concerned with different section of consumer new product (soap, biscuit, noodles, cigarettes and

The study further investigates the new consumer product packaging and labeling status in manufacturing units. They are aware about the value of packaging and labeling.

Majority of the consumer product 84.37% (27 out of 32 responses) are using product label as a simple tag attached to the product or an elaborately designed graphic that is part. The product that designed well has impacted the customer in purchasing decision because most of the customers believe that a good packaging is a good product and quality and this lead to the increase of demand in purchasing perception. The good packaging leads t the loyal customer because of believing that the customer has toward the product.

As a current marketing communication tool, the packaging has to be able to deliver the brand message to consumers by way of its design. For the customer who always buys

14 certain kind of a product to accompany and use such product and find positive intention toward the product then she may be used a communication tools in a way of complimenting the product and this will lead to advert of the product. Example on how to use the product, expiring date and the date of manufacturing, effect of that product when found misuse of the product. This simplify the marketing process hence increase the demand of the product.

Also the product that are good and well parceling makes the different meaning found uniqueness of the product this is to say there are many company that have permanent customer due to good service that they provided including the way they pack their product. Though some of the customer influenced much by the way product is packaging also there some affected by well designed product in such a way that for the low income people may afraid to buy such kind of product thinking that the product is in high quality. This is to say the packaging most of time are for loyal customer and not for discount one. For low income people consider much the product that is not well parceling.

There are six variables that must be taken into consideration by producers and designers when creating efficient packaging namely; form, size, colour, graphics, material and flavor (Kotler et al., 2005). Similarly, Kotler, (2003) distinguishes six elements that according to him must be evaluated when employing packaging decisions namely; size, form, material, colour, text and brand. For example, colour plays an important role in a potential customer‟s decision making process as certain colours set different moods and can help to draw attention. Another good example of successful use of colour psychology is in the Apple iPod advertisements (Lurie and

Mason, 2007). They use simple tri-tone colour schemes of black, white and a bright

15 background colour. The bright background colour is to give the advertisement a fun feel and the contrasting white on black is to focus attention (Kotler et al, 2005).

Colour affects human behavior such as some colours make us happy whereas others make us sad. While making purchase decision, colour scheme becomes more obvious.

The effect of colour has been studied widely to know the consumer's perception

(Kotler and Armstrong, 2008). Consumer opinions of an adequate colour are associated with discernments of other quality features such as taste, aroma, satisfaction and nourishment levels. Positive effect can be gained by using one or more packaging variables. In some products clear packaging is used to allow consumers to view food colour, incident light and taxonomy (Lamb et al, 2004). Packaging size and shape are also significant elements in designing the package. A consumer interacts with these two elements in order to make volume judgments, e.g. consumers perceive more elongated packages to be larger (Silayoi, et al., 2007).

2.1.2 Types of Packaging Materials

The most widespread types of packaging material are paper, glass, and aluminum, fiber board, plastic and steel as given by Kotler, et al., (2005).

 Paper

Paper is one of the most extensively used packaging materials, because of being light in weight, cheap in price and easily available. The use of corrugated cardboard, instead of wooden boxes has reduced weight of packaging materials on one hand and made safe and easy transportation on the other hand.

16  Glass

The use of glass, as packaging material has almost been given up, especially for food items e.g. for beverages because any slight jerk or shock causes it to break into pieces, which is not only material loss but also is harmful for human health; as the results usage of glass has been replaced with Tin and Plastic. Glass is the most common form of packaging waste, although it has been returned to the factories now days for recycling, yet because of its insecure nature, it is being avoided as packaging material.

 Aluminum

It is commonly used in packaging of food items, such as cans of soft drinks and in tin packed provisions as foil to protect food stuff from decomposition by preventing access of oxygen. The used aluminum as scrap is sold on high price because aluminum is recycled economically because 20 recycled aluminum cans, can be made with the energy it takes to manufacture one brand new one.

 Steel

Currently steel is being used as packaging material for foods, beverages and paints as well as aerosols. Steel is recycled in great extent to minimize product cost. A survey declares that around 16% of energy saving is observed because of recycling of steel.

 Plastic

17 The use of plastic as packaging material brings so many advantages for instance plastic is light weighted, long lasting and easily available material. The cost of plastic is a bit cheaper as compare to aluminum and steel.

 Mixed Materials

Instead of using a single material for packaging, the trend to use mixed materials is proven more beneficial in form of reducing energy consumption although combining different materials makes reprocessing difficult. Lack of facilities and necessary technologies to separate mixed materials have become great obstacle to recycle because without separating these materials contamination cannot be avoided (Kotler and Armstrong, 2008).

2.2 Consumers’ Preference

This is an art whereby the consumers show their interest on the product and react on it by buying (Lamb, et al., 2004). The performance of the consumer mostly is done by informing and sometimes persuading by telling the advantages of using the product.

The performance of the consumer can be done through personal selling and television advertisements (Liu, 2011).

2.3 Functions of Packaging for the Safety of Products

Packaging has an important role in marketing communications, especially from the point of sales and could be treated as one of the most important factor influencing consumer‟s purchase decision (Draskovic, et al., 2011). As the role of packaging in marketing communications increases, it must attract consumer‟s attention and transmit 18 adequate value of product to consumer in the short period right in the place of sale.

Lamb, et al., (2004) argue that there are four important functions or dimensions for packaging. These include all Kotler's dimensions but in other names, these dimensions are; protection of products and consumer; promotion of products; facilitation of storage, use and convenience of products and facilitation of recycling and reducing environmental damage. However, apart from those four functions Anonymous, (2008) provide others such as;

2.3.1 Packaging as the Quality Measurement

The quality of the package and the quality of the actual product are the core elements of purchasing decision making. When the consumer forms an opinion towards the new package, the packaging design variables are highly important. The consumer makes a quality evaluation based on the packaging attributes and the overall package. Here, the consumer may perceive the usefulness of the package and judge the favorability of the new product. Packaging is a quality measurement for the products. When the consumers view the new package on the shelf, they are usually forced to make a quality evaluation of the product through experience with the package (Holmes, et al.,

2012). Quality judgments are influenced by product and package characteristics. When the package communicates high quality, frequently the consumer assumes the product itself as a high quality item. If the package gives the impression of low quality, the consumer perceives the actual product as a low quality item. Underwood, et al., (2001) suggest that consumers instinctively can imagine how the product looks, tastes, feels, smells, and sounds while viewing pictures and images on the package.

19 Packages should be exciting and safe and have a high quality at the same time. Food product expectations are created by packaging elements such as labeling and product information. Here, the colour element also plays an important role. Colours on the package can be perceived and associated with quality attributes, such as flavor and nutrition (Singh, et al, 1995). Imram, (1999) believes that a positive effect can be gained by combination of packaging elements; color, clear packages and incident light.

In food service, the food products chosen for display are selected for their color and appearance attributes (Silayoi, et al., 2007). The quality combined with product price can influence the purchase intention. The price of lower-priced packaged goods receives less attention than high-priced goods. The attitude towards the package and expected product quality has influence on the consumer‟s purpose to buy a low-priced packaged product in the supermarket (Holmes, et al., 2012).

2.3.2 Packaging as a Communication Instrument

Packaging design impacts the consumer at the point of sale as well as at the point of future handling and using the product. It becomes a part of the consumers‟ experience and influences the future purchasing decisions. According to Stewart, (2004) the way the package can be opened and closed, the way it fits neatly onto the refrigerator, all these factors and qualities can provide emotional feedback which reinforces the brand value and assists product satisfaction.

20 2.3.3 Packaging as a Tangible Object

The package design contains visual and sensual attributes which communicate to the consumer. Visual elements relate more to the perception and attractiveness, whereas sensual refer to the physical sensation (Kotler, et al., 2005). The way how the consumer interacts with the object, its surface and material can influence the evaluation of product content and quality. Hence, the designing of the package as a physical object is very important as is the creation of attractive visual elements. From a physical point of view, a package is a container that directly contacts the product, protects, preserves and identifies it. Vidales, (1995) identifies three types of packaging.

First, primary packaging which is in direct contact with the product. Secondary packaging consists of one or more primary packages and has the role of protection, identification and communication tools. Tertiary packaging consists of two previous packages and its function. The task of the third type of package is to distribute, unify and protect products throughout the commercial chain (Ampuero and Vila, 2006).

2.4 Theoretical Framework of the Study

2.4.1 Marketing Theory

This Theory was introduced in 2007 by Elina Jaakkola which analyses purchase decision-making for products and services that are acquired and used by consumers, but chosen by professional service providers. This is done by comparing the distinct characteristics of purchase decision-making in the contexts of professional consumer services and organizational and consumer buying. Three aspects are elaborated on: the

21 actors involved the purchase-decision task, and the nature of the decision-making process. It is concluded that professional consumer services represents a unique setting for purchase decision-making and cannot be considered equivalent to the organizational or consumer setting. The article proposes a theoretical framework incorporating the typical characteristics of professional services as a decision-making context, specified in a set of propositions regarding the relative influence of the parties on the purchase decision. Practical and research implications are also presented.

Consumer and organizational decision-making concerning the selection and use of products and services is one of the key issues in marketing research. Despite professional service providers‟ influence on the purchase decisions for many products and services, this aspect of their work has been given very little consideration

In literature, Research on buying behaviour in the context of services has mainly focused on the use or selection of service providers (Ettenson and Turner, 1997; Farrell and Schroder, 1999; Gallouj, 1996; Hill and Neeley, 1988). An exception is made by authors who have contributed to the „surrogacy‟ literature (e.g. Aggarwaland Cha,

1997; Hollander, 1971; Hollander and Rassuli, 1999; Solomon, 1986). „Surrogate shoppers‟ are defined as commercial enterprises that are consciously engaged and paid by the consumer or other party to make or facilitate selection decisions on behalf of the consumer (Hollander and Rassuli, 1999). Such surrogates are typically service providers, for example personal shoppers, financial advisors, or wedding planners.

Although Hollander and Rassuli, (1999), as well as Aggarwal and Cha, (1997) postulate that surrogate buyers are experts in a particular product category and act as professional advisors to their clients, Solomon. (1986) and Forsythe et al., (1990) discuss surrogate usage in situations in which consumers would be equipped to make the purchase decision, but lack the time or the motivation. 22 While similarities between professional service providers and surrogate shoppers are considerable, surrogate shoppers are not necessarily professional service providers, and the characteristics of professional services are not considered in surrogacy frameworks. Furthermore, the surrogacy research seems to be more concerned with the antecedents and process of consumer surrogate usage, than the actual purchase decision-making within the provider-customer dyad (Forsythe et al. (1990).

2.4.2 The Theory of Planned Behavior

The Theory of Planned Behavior (TPB) started as the Theory of Reasoned Action in

1980 to predict an individual's intention to engage in a behavior at a specific time and place. The theory was intended to explain all behaviors over which people have the ability to exert self-control. The key component to this model is behavioral intent; behavioral intentions are influenced by the attitude about the likelihood that the behavior will have the expected outcome and the subjective evaluation of the risks and benefits of that outcome.

The TPB has been used successfully to predict and explain a wide range of health behaviors and intentions including smoking, drinking, health services utilization, breastfeeding, and substance use, among others. The TPB states that behavioral achievement depends on both motivation (intention) and ability (behavioral control). It distinguishes between three types of beliefs - behavioral, normative, and control. The

TPB is comprised of six constructs that collectively represent a person's actual control over the behavior.

23 i. Attitudes - This refers to the degree to which a person has a favorable or

unfavorable evaluation of the behavior of interest. It entails a consideration of

the outcomes of performing the behavior.

ii. Behavioral intention - This refers to the motivational factors that influence a

given behavior where the stronger the intention to perform the behavior, the

more likely the behavior will be performed.

iii. Subjective norms - This refers to the belief about whether most people approve

or disapprove of the behavior. It relates to a person's beliefs about whether

peers and people of importance to the person think he or she should engage in

the behavior.

iv. Social norms - This refers to the customary codes of behavior in a group or

people or larger cultural context. Social norms are considered normative, or

standard, in a group of people.

v. Perceived power - This refers to the perceived presence of factors that may

facilitate or impede performance of a behavior. Perceived power contributes to

a person's perceived behavioral control over each of those factors.

vi. Perceived behavioral control - This refers to a person's perception of the ease or

difficulty of performing the behavior of interest. Perceived behavioral control

varies across situations and actions, which results in a person having varying

perceptions of behavioral control depending on the situation. This construct of

24 the theory was added later, and created the shift from the Theory of Reasoned

Action to the Theory of Planned Behavior.

Figure 2.1: Conceptual Framework

Source: Adopted from Ajzen (2006)

25 2.4.2.1 Limitations of the Theory of Planned Behaviour

There are several limitations of the TPB, which include the following:

i. It assumes the person has acquired the opportunities and resources to be

successful in performing the desired behavior, regardless of the intention.

ii. It does not account for other variables that factor into behavioral intention and

motivation, such as fear, threat, mood, or past experience.

iii. While it does consider normative influences, it still does not take into account

environmental or economic factors that may influence a person's intention to

perform a behavior.

iv. It assumes that behavior is the result of a linear decision-making process, and

does not consider that it can change over time.

v. While the added construct of perceived behavioral control was an important

addition to the theory, it doesn't say anything about actual control over

behavior.

vi. The time frame between "intent" and "behavioral action" is not addressed by

the theory.

The TPB has shown more utility in public health than the Health Belief Model, but it is still limiting in its inability to consider environmental and economic influences. Over the past several years, researchers have used some constructs of the TPB and added other components from behavioral theory to make it a more integrated model. This has been in response to some of the limitations of the TPB in addressing public health problems.

26 2.4.3 Labelling Theory

Beginning in the 1950s with the work of people like Becker and Lemert (and continuing down to the present day in the pages of the journal, Social Problems), the symbolic interactions approach to deviance began to focus on the way in which negative labels get applied and on the consequences of the labeling process. Edwin

Lemert, for example, made a distinction between primary deviance and secondary deviance. Primary deviance is rule-breaking behavior that is carried out by people who see themselves and are seen by others as basically conformist.

People break rules in all kinds of circumstances and for all kinds of reasons, such that

Lemert thought sociology can't possibly develop any general theories about primary deviance. But when a negative label gets applied so publicly and so powerfully that it becomes part of that individual's identity, this is what Lemert calls secondary deviance. These dramatic negative labeling become turning points in that individual's identity; henceforth s/he is apt "to employ his or her deviant behavior or a role based upon it as a means of defense, attack, or adjustment to the problems created the subsequent societal reaction." (Lemert) Having been processed by the juvenile justice system and labeled a delinquent, or harassed by the police as a gang member, the individual takes on that label as a key aspect of his/her identity.

Labeling theorists have also been concerned to identity the conditions under which labeling take place, whether as crime or mental illness or homosexuality. Howard

Becker began to analyze these conditions in his book, Outsiders, written in the 1950s.

In Becker's terminology, those who take the lead in getting a particular behavior negatively labeled (or in getting a negative label removed) are called moral 27 entrepreneurs. Moral entrepreneurs can be individuals (for example, Anthony

Comstock, who in the 1860s waged an almost single-handed campaign to get Congress to pass laws against pornography, including birth control); organizations (in Becker's analysis of the origins of the Marijuana Tax Act of 1937, it is officials of the Treasury

Department and the FBI who are most responsible for promoting legislation against marijuana); or social movements (as with the battered women's movement, which changed both laws and practices relating to the treatment of spousal violence).

Labeling theorists have also examined the consequences of labeling in terms of people's subsequent lives. At the extreme are those who argue that a whole "deviant career" may well be the result of the misfortune of having been labeled. In other instances, as with the Chambliss reading, "The Saints and the Roughnecks," inequities in the labeling process are highlighted but without claiming that the label is the whole explanation of people's subsequent deviance.

2.4.4 Wine Packaging World Wide

Wine has become a significant beverage in many nations around the world. For example, in 2003, over 233 million cases of wine were sold in the United States and sales totaled 21,800 million dollars (Adams Wine Handbook, 2004). However, the last forty years have seen a dramatic drop in wine consumption in France.

In 1965, the wine consumption per people per year was 160 liters. In 2005, according to the INRA, people didn‟t drink more than 70 liters of wine in a year. Moreover, from

1980 to 1990, people over 14 years who drunken wine have decreased from 80 to 67 % of the population. In 2005, only 62 % of them pretend drinking wine. That is one

28 million French people less than in 2000. Why the decline in wine market? Wine experts suggest that this decrease in wine consumption is not surprising when one realizes how the status of wine has evaluated. The status of wine seems to have transited from “wine as an aliment” to “wine as pleasure” (Corbeau, 1997).

Wine was former considered as a whole part of the meal, while today it is associated with pleasure. That transition also explains that regular wine consumers are not as numerous as before. Regular consumers represented 60 % of consumers over 14 years in 1980, 40 % in 1995 and only 33 % in 2005 (Onivins, 2001). These figures highlight that people drink less, and it also seems they want to drink better. The desire for quality and the degree of expertise of consumers has increased.

As a questionnaire carried out in 2005 emphasized, consumers pay more attention to signs of quality, as AOC French label. When French people were asked “Do you know what the AOC is ?”, they were 58 % to answer yes, while they were only 41 % ten years ago (Onivins, 2005). Along with the issue represented by the drop of the wine market, there is also another issue represented by young people.

A dynamic analysis provides information about future wine consumption. The weak wine consumption by young people suggests that wine consumption in the future is likely to keep low. Because regular wine consumers, especially represented by old people, won‟t be replaced after their disappearance, a decrease of wine 70 consumption in France is therefore unavoidable. The APC econometric model forecasts a decline in wine consumption between 13, 3 % and 18, 1 %. Despite this decline of per capita consumption volumes in France, French producers don‟t seem to be interested in marketing as a useful tool to sell wine. However, marketing practices

29 seem to be efficient in selling wine. For instance, researchers about the influence of store atmospherics have concluded that classic music made people buy more wine

(Areni and Kim, 1993). North et al. (1999) have lately evidenced a relationship between the geographic origin of music in a point of purchase (French versus German) and the choice of products. Consumers buy more wines coming from a geographic place congruent with the music: if the music is French, consumers buy French wine; if it is from Germany, they buy wine from there.

At the same time, consumers often make their choices among a large numbers of alternatives in a very short time (Britton, 1992). In this context packaging becomes a fundamental marketing tool for the winery. As Rocchi and Stefani (2005) suggest, the shape of the bottle, the colour of glass, types and drawing in the label should attract the attention of the potential purchaser, distinguishing a specific wine bottle from several competitors. One marketing concept of interest to relate to wine packaging in order to understand how to make wine sell good could be authenticity. In general terms, authenticity can be defined as the fact of being original (McLeod, 1999). Researchers go as far as to state that the search for authenticity is one of the cornerstones of contemporary marketing (Brown et al., 2003). They have identified that authenticity is often more contrived than real, but in the case of wine, authenticity is real.

In relation to symbolic Interactions‟ perspective on education, the focus will be on the work of Howard, (1951, and 1963). In a study involving some 60 teachers about their views on the ideal pupils, most relate this concept to hard work, good conduct and appearance. And it was found that the pupils' behaviors were influenced by the way teachers interact with them. If the teacher labels a student in a particular way, he/she will interact according to this definition with the pupil and this interaction will

30 influence the pupil's behavior and self image. The pupil will then come to see him/herself as predicted by the teacher and will act as such. Consequently, the label leads to the self-fulfilling prophecy of the teacher.

This attitude also affects interaction within streaming classroom systems. Keddie,

(1973) found that teachers' expectations in different streams also determine interactions and teaching methods and materials used. For instance, pupils I stream C were given lesser attention, knowledge and were seen by teachers as trouble makers, failures and uninterested in school while those in stream A were termed as the ideal pupil since they were more willing to work hard, accept teachers' authorities and become successful.

David, (1967) related the emergence of subcultures to labeling and streaming. He found that those labeled as troublemakers were found to be placed in lower streams and those with more acceptable behaviors in higher streams. Consequently, to protect their sense of worth, those labeled as trouble makers seek out company with those in the same situation and are awarded a high status among those who break school rules.

Thus, to miss classes, cheek to teachers, plying truant and being termed as trouble makers bring them prestige in the eyes of their group. This is what Hargreaves termed as the non-conformist delinquents.

Woods, (1979, 1983) using Merton's typology of adaptations pointed out that the way pupils deal with their school life depends on whether they accept or reject the aim of academic success and its norms to achieve them. In his study, he identified eight different modes of adaptation to the school and they are as followed:

31 i. Ingratiation: the most positive adaptation, pupils try to get the favors of

teachers and they may be regarded by their classmates as the teachers' pet.

ii. Compliance: this is typical to those pupils who are new in a school, these

students they comply to their new setting and aim to succeed

iii. Opportunism: Pupils develop a stable attitude to school and at this level

students might fluctuate between trying to gain teachers' approval and that of

their peer group.

iv. Ritualism: they reject the goals of education but are not difficult to control;

they usually do not break the school rules but are not concerned to achieve

academic success or to gain teachers' approval.

v. Retreatism: pupils who develop more deviant adaptations and who reject both

the goals and means lay down by the school, but without outright rebellion.

They pass time by daydreaming in lessons but do not consciously try to oppose

the values of the school.

vi. Colonization: this is characterized by indifference to goals with ambivalence

about means. This type of pupils attaches no important significance to

academic success but do not want to fail either. They want to avoid trouble and

can even cheat if they think they have little chance to succeed.

32 vii. Intransigence: these pupils are indifferent to school rules, academic success

and reject accepted standards of behavior. They are less afraid to hide their

deviance.

viii. Rebellion: rejection of both goals and means and their replacement by

alternatives. The school life of those pupils has other objectives than its very

purpose. For instance, girls might be more interested in their personal

appearance and boys while boys being interested in entering the world of work

as soon as possible and show disapproval to school rules by their deviant

behaviors.

2.4.5 The Top World Wine Producers

 Each year we discover more countries producing wine. For instance, did you know there are vineyards in the Gobi Desert? It‟s no doubt that up-and-coming wine regions are intriguing, but there are just 10 countries producing 80% of the wine on the planet. Let‟s take a closer look at the top wine producing regions of the world (Source: www.wineinstitutr.org, 2010).

The below figure 2.2 depicts the top 3 major wine regions of the world are France,

Italy and Spain. They produce almost half of all the wine produced in the world. To help you wrap your brain around the sheer volume of wine they make: The subsequent

Countries are the worldly leading wine packers. The researcher observation commences be ascending order:

33 Figure 2.2: Top Wine Regions of the World

Source: www.wineinstitutr.org, 2010

i. France: While France and Italy compete for the top wine production region of

the world they are also reducing wine production every year. France has

lowered production by 11% since 2007 Major Grapes (Merlot, Grenache)

(www.wineinstitutr.org, 2010)

ii. Spain: Spain is home to the largest vineyard acreage in the world. Despite this

fact, Spain also has much lower wine yields than neighboring France and Italy

resulting in less total wine (Major Grapes Tempranillo, Airén).

iii. Argentina: Algentina continues to grow their wine production year after year

resulting in the highest growth rate (8%) of the top 5 wine producers in the

world. Argentina relies on wine exports.(Major Grapes Malbec, Chardonnay).

34 iv. Germany: German wine is known for their aromatic white wines. German

wines are exported primarily to US and UK (Major Grapes Riesling, Müller-

Thurgau).

v. Chile: Chile is proud of the red wine variety Carmenere, known as the „lost

varietal‟ of Bordeaux Still, export markets demand traditional varieties. (Major

Grapes Cabernet, Chardonnay).

vi. Italy: Italy may be second to France, but there is a growing trend in both

countries to remove vineyards. Italy has reduced their production by at least

7% since 2007.(Major Grapes Sangiovese, Trebbiano).

vii. United States: 90% of wine from the United States is from California.

California is home to the world‟s largest wine producer, Gallo, in Modesto, CA

(Major Grapes Cabernet Sauvignon, Chardonnay).

viii. Australia: Australia relies primarily on the wine export market. Since the US

dollar has weakened, Australia is expanding their wine marketing in Hong

Kong and Asia.(Major Grapes Shiraz, Chardonnay).

ix. South Africa: South Africa has long been known for its Chenin Blanc and

produces the largest volume of Brandy in the world (Major Grapes Chenin

Blanc, Colombard).

35 x. Portugal: Portugal is known for Port wine, a high alcohol dessert wine from

northern Portugal made by blending several grape varieties (Major Grapes

Port grapes, Alvarinho) (www.wineinstitutr.org, 2010).

2.4.6 The Top Wine Producers in Africa

Africa is also not behind in the production of wine. The leading countries in the production of wine are the following:-

i. South Africa: When comes to the Africa wine industries, South Africa may be

the dominant force in Africa's wine economy, but as the continent's middle

class emerges and disposable incomes increase, entrepreneurs in some unlikely

destinations are making inroads in the fine wine industry. As the world's eighth

largest wine producer, South Africa's wine trade contributed 26.2 billion rand

($2.4 billion) to the country's economy with exports increasing by more than a

quarter in 2013, according to the South African Wine Industry Information and

Systems (www.wineinstitutr.org, 2010).

ii. Matome Mbatha, market manager at Wines of South Africa, said that wine is

becoming increasingly popular on the continent but the industry is still in its

infancy outside South Africa. He added: "The process of production and

sustainability of wine in African nations, other than South Africa, still has a

long way to go in order to be competitive in the global market. We are still to

see another African country produce wine at the level and quality of South

Africa." By opening vineyards and chateaus across the continent, some of

Africa's lesser known winemakers are hoping to challenge that assertion and

36 South Africa's 350-year dominance of the region's wine business. From fruity

Chenin Blancs to rich-berry Cabernet Sauvignons, CNN takes a look at the

next generation of "New World" wines from some of Africa's lesser-known

producers.

iii. Zimbabwe (Charlevale): Nestled in a plush Zimbabwean valley on the

Nyamasanga River, the Bushman Rock Estate is one of the country's most

prominent vineyards, producing a range of fine wines. As is the way with our

wonderful continent, the old world grape varieties have been altered by our

conditions. Jonathan Passaportis, Bushman Rock manager, remarks that The

Charlevale is the winery's flagship tipple. A dry, oaked white wine blend of

Semillon, Sauvignon Blanc and Muscat, the Charlevale has hints of fresh

gooseberry and an acidic, lemony finish. Jonathan Passaportis said a

combination of high-altitude vineyards; hot summers and cool nights make

land-locked Zimbabwe an ideal location for wine growing. Whilst great wines

are being made from Zimbabwean vineyards, some of which have received

awards in international competitions, there is still room for growth in both

quality and quantity."

iv. Passaportis said that Zimbabwean wines are gaining recognition on the

international stage as tourists visit the country's vineyards."Our wines have

more in common with traditional European wines and yet, as is the way with

our wonderful continent, the old world grape varieties have been altered by our

conditions, resulting in a truly Zimbabwean wine."

37 v. Kenya (Leleshwa Sauvignon Blanc): A light and tropical blend with a

summery aroma, the Leleshwa Sauvignon Blanc is the Rift Valley Winery's

flagship vintage. The wine is produced high up in Kenya's Rift Valley,

thousands of meters above sea level, and is owned by the Kenya Nut Company.

Emma Nderitu, a spokesman for the winery, said: Leleshwa is "unique in the

sense that it is thought impossible to grow vines in this region. More than that

it is thought that it can't be a good quality wine." With a growing consumer

base and plans to expand around Africa, the Rift Valley Winery, which sits on

the equator, is proving that good quality wine can be produced in extreme

climates. She added that the winery does not have enough volume to export to

European and U.S. markets yet: "We are currently intensively expanding our

vineyards to cover 250 hectares ... we have received requests to export here but

we are still at our expansion phase."

vi. Tanzania (Dodoma wine): Tanazania's Dodoma region produces three wines

dry white, red and "natural sweet."Khadija Madawili, technical manager at

SABMiller Tanzania, said the red wine has a smooth, rounded taste and is best

with "Nyama Choma," a local delicacy of roasted spiced meat, while the

"natural sweet" wine is the perfect complement for light salads

(www.wineinstitutr.org, 2010).

2.5 Knowledge Gap

Scholars have examined the issues of packaging and how they influence the customer in buying decision, in various studies such as the effect of colour has been studied widely to know the consumer's perception (Kotler and Armstrong, 2008). The scholar have analyzed that packaging has a little impact in cost base product, the customer 38 may determine the colour of the quality of that product basing on the price. (Nerlove,

1995, Combris et al., 1997, Combris, et al. 2000), other scholars analyzed if the availability of label information was related to wine prices listed in a wine magazine.

No prior study explored the relationship between wine packaging and market price.

(Costanigro et al, 2007).

However, the various studies in Tanzania and other parts of the world have reported the problem and on how the best can be done to respond to the packaging in order to meet the customer preferences. Above all, there is a scholarly gap to generate new idea especially on how packaging of wine products impacts on customers‟ purchase decision; taking into account that customers vary in their levels of income. Therefore, this study attempted to cover that knowledge gap.

39 2.6 Conceptual Framework

Figure 2.3: Conceptual Framework

Independent Variable Dependent Variable

Innovation Trained PersonnelPersonnel

Consumers’ Packaging preferences materials

Increase or Increased or Decrease of Decreased Innovation trained personnel

Source: Adopted from Kikula, (2012)

40 The variables are elaborated as follows:-

i. Packaging Materials

These are materials/instruments which are used to bunch the product for the easiest to carry or transport from one place to another. The product can be packed in the glass material, box, aluminium, etc. (Panwar, 2004).

ii. Increased or Decreased Innovation

This involves the process of developing an idea or invention into good and quality services for competition in the marketplace. Certain products can be affected by the increase or decrease of the innovation if there is a shift in competition of the product.

If this happens the management will try to innovate different designs of the product so as to attract customers and protect their products (Sojka and Giese, 2001).

iii. Innovation

This is the process of translating an idea or invention that creates value for which customers will pay for. To be called an innovation, an idea must be replicable at an economical cost and must satisfy a specific need. Innovative packaging may actually add value to the product if it meets a consumer‟s needs such as portion control, recyclability, tamper-proofing, child-proofing, easy-open, easy-store, easy-carry and non breakability (Kotler. et al., 2005). Manufacturers today struggle to have packaging that maintains the key equities of the brand, stands out appeal on the retailer‟s shelf and is sustainable but with lower production costs. The customer can adopt the product

41 on the basis of its innovative packaging which shows the relation between buying behavior and innovation of packaging.

iv. Consumers’ Preference

This is an art whereby the consumers show their interest on the product and react on it by buying. The performance of the customer mostly is done by informing and sometimes persuading by telling the advantages of using the product (Lamb, et al.,

2004).

v. Increase or Decrease of Trained Personnel

The number of trained personnel can increase or decrease depending on the performance of the product in the market. If the product will be highly demanded in the market automatically the production of the particular product will increase resulting into high demand of personnel so as to move with the need of customers and vice versa. If the number of personnel will increase, the management of the company will have a need to train new personnel as to produce high quality products (Frontiers,

1996).

vi. Trained Personnel These are staffs of the company who are trained to become skilled in different sections of production and selling of the products e.g. skilled in the packaging process of the product while others being skilled in selling by preparing different advertisements according to customers‟ preferences (Underwood, et al., 2001).

42 2.7 Summary

This section has reviewed the interconnected literature to position out the visions of other scholars connecting to the question understudy. It showed the effect of packaging in customer purchase decision and the research intended to answer the question linking to projects and researcher was aware of the fulfilled work of other investigators, in particular those reported in literature, regular updating of bibliographies is essential for determining how ones study fit with the literature, similarities between researcher findings and the work of others is indicative of validity. Finally, comparison with the literature will provide information about which findings from the study are new and enable the investigator to address the significance of the study.

To sum up, the chapter has provided the study overview, in introduction, definition of key concept, types of packaging material, consumer preference and the functional of packaging and the conceptual framework. While the next chapter (Chapter Three) research methodology of the study.

43 CHAPTER TREE

RESEARCH METHODOLOGY

3.0 Introduction

After having discussed chapter two concerning the literature review, the subsequent chapter (Chapter III) discuses about the methods used in the study. It begins by presenting the descriptions of the Study area, followed by presenting the research design and case study. Further, the research sample and the sampling criteria used to identify the participants of the study are discussed. Thereafter, the chapter presents the data collection procedures, data collection methods and data analysis. The chapter winds up with a section on validity and reliability.

3.1 Description of the Study Area

Dodoma Region lays at 40° to 70° Latitude South and 350° to 370° Longitude East it is a region centrally positioned in Tanzania and is bordered by four regions namely;

Manyara in the North, Morogoro in the East, Iringa in the South and Singida in the

West. Much of the region is a plateau rising gradually from some 830 meters in Bahi

Swamps to 2000 meters above sea level in the highlands north of Kondoa.

The region was established in 1963 consisting of three rural districts and one

Township Authority. To date, Dodoma region has four rural districts and one urban

District namely; Dodoma-Rural, Kondoa, Mpwapwa, Kongwa and Dodoma Urban.

The region is the 12th largest in the country and covers an area of 41,310 sq. km

44 equivalent to 5% of the total area of Tanzania Mainland. Based on the growth rate of

2.4 percent and taking 1988 as a base year, the current (2012) Regional population is estimated at 1,735,000 Dodoma Urban 280,781 whereby male 135,094 and female

145,688 latitude of -6,1833(650‟59.988”S) and longitude of 357500 (3545‟0.000”E) and it have altitude of 1032 m above the sea level. It coordinates are 6o0‟0”E in DSM

(degree minutes second) or -6 and 36(in decimal degree).

The study was conducted in Dodoma it is managerially divided into one parliamentary constituency, 4 divisions, 37 wards, 39 villages, 100 mitaa and 222 hamlets. While the original inhabitants of the District are believed to be the Wagogo and Warangi there are now a quite good amount of mixed tribes from neighboring regions; this is due to trade and cultural relationships in the area. According to the population and housing census of 2012, Dodoma District had 410,956 people of which male are 196,487 and females 211,469 with the households‟ size growth of 4.4. The number of households is

93,339.Growth rate is 2.7% Economic activities carried at Dodoma Urban are agriculture, fishing activities, trading and industries activities. The Figure 2.1 indicates the locality of the area of the study.

45 The Figure 3.1: Map of Dodoma Region

D O D O M A U R B AN D IS TR IC T

H O M B O LO

#S M s is i N G a w a y e

#S #S H o m bo lo m a k u lu

M k o y o C H IH AN G A #S

C h ih a n g a #S

#S Z e p is a H o m bo lo b w a w a n i #S

#S M c h e m w a M z a k w e #S #S lo o N za s a b m M B A LA W AL A M AK U TU P O R A o H #S e V e y u la ak #S L M b a la w a la #S

M S A LA TO Ip a la

M s e m b e ta #S M s a l a t o #S #S #S K it e le la #S Lu g a l a IP A LA C h a h w a #S C h ig on g w e M IY U JI M a h o m a n y ik a M a h o m a m a k u lu #S #S #S V ik o n je N a la M p a m a a #S #S #S #S M iy u ji N AL A N d a c h i N ZU G U N I

#S M t u m b a N zu g u n i #S #S S w a s w a

ZU Z U Zu z u Ih um w a M TU M B A #S D O D O M A #S Y# D o do m a m a k u lu

#S K IK O M B O M ic h e s e #S #S #S Iy u m b u C h id id im o K Ik o m b o

#S #S M k o n z e N ty uk a #S M a p in d u zi N k o n g 'o n h a #S

#S M K O N ZE TAM B U K AR E L I #S C h ol ol o C h is ic h ili M b a b a la 'A ' #S N G H O N G 'O N H TA

#S

M B A B A LA #S M a t u m b u lu D O D O M A U R B A N D IST R I C T M b a b a la 'B ' #S # #S Y D IS T R IC T H E A D Q U A T O R S

C h izo m o c h e #S D IV IS IO N H E A D Q U A T O R S

#S #S V IL L A G E C E N T E R M p u n g uz i D O D O M A M J IN I D IV IS IO N H O M B O L O D IV IS IO N M P U N G U Z I K IK O M B O D IV IS IO N

#S Z U Z U D IV IS IO N N k u la b i R A I L W A Y M A IN R O A D M IN O R R O A D 26 A U G O S T 2 00 8 W A R D B O U N D A R Y 10 0 00 0 10 0 00 20 0 00 K ilo m e te r s D IV IS IO N B O U N D A R Y B y:LA N G IB O L I,M .J (B D E P M II: IR D P 2 00 8 ) D IS T R IC T B O U N D A R Y

Source: Dodoma Urban Profile, 2014.

46 In addition, CETAWICO is the enterprises in the fullest since the word a commercial activities and social commitment. It produces organic wine at 1100m above the sea level on plateau in Tanzania approximately 700km south of the equator in Hombolo village in the Dodoma Region. Where An Italian missionaries fifteen years earlier had started an experiment which is bordered in impossible to plant wine and make wine.

3.2 Research Design

This study was based on two basic approaches: the ethnomethological and the mixed method approach. The ethnomethological approach allows for the researcher to let people express their worldview. With this approach, people can focus on how they make sense out of their everyday life when they encounter a researcher, and at the same time the researcher is able to get into the people‟s lives and construct practical explanations from the perspective of the people (Potter, 19990). Such approach is important in seeing how people make meaning of the world around them (Morris,

1997). With the mixed methods approach, this study makes use of the quantitative and qualitative techniques in data collection and analysis. This is to make use of compatibility of the quantitative and qualitative methods rather than polarizing them, for complementary and triangulation purposes. Thus, the science-based “objectivity” of quantitative methods Chung, (2009), is complimented with the science-based quality of things (Dabbs, 1982).

The quantitative method employed in the study purposively to analyze the relationship between packaging and purchasing decision while qualitative method used to capture word market of a product towards toward competition.

47 3.2.1 Quantitative Research Design

This depended on the secondary data. Data collected so as to analyze the effect of packaging on consumer purchasing decision. Because Tanzania is growing and packaging has become a biggest challenge to consumer and producer .of the wine product to collected. Due to the those challenges the data has to be collected so as to understand the how packaging influence the customer purchasing decision

3.2.2 Qualitative Research Design

Qualitative research is about exploring issues understand questions and answering questions by analyzing and making sense of a structured data. This qualitative research design was used so as to understand the factors that the customer prefers when making the decision on buying wine products. Together with secondary data the researchers intend to get more clarification so as to understand the situation on how packaging influences the customer purchasing decision as well as function of packaging to the user and producer.

The design was relevant to the study because allowed a single observation point to study a phenomenon, allowed a researcher to rely on personal observations and allow employing few representatives (Jacques, 1993).

3.3 Sample and Sampling Procedures

The targeted populations on the study was 90 respondent in both industries

CETAWICO and Missionaries precious blood the customer classified according to the

48 sex, age, level of education professionals and occupations. Quota sampling technique was used to ensure that we get representative from various areas Quota sampling is a judgmental sampling in nature with constrains that a sample includes a minimum number of representatives from each specified subgroup in the population (Aaker, at al., 2002). With this sampling method, the most accessible individuals are the ones who are included in the sample (Millward, 2004). The method is less costly, convenient and can be set up very quickly (Saunders, 2004). Quote sampling was selected purposively.

3.4 Data Collection Procedures

Before data collection, the questionnaire and the rest of the data collection tools like the interview was conducted and the questions are presented by English language. This is because English language is common language to the respondent especially the customer of wine product because the buyer is in the level of educated. However, for in-depth interviews and focus group discussions the researcher used Swahili as the majority of the respondents use these languages. The questionnaire was tested and later adjusted accordingly before data collection.

The first thing that was done after reaching to those three regions was to introduce to the authorities, signing visitor‟s books and permission was granted to undertake the research. The research assistants were all trained in order to collect data systematically.

After administering the questioners, they were all collected and placed in one box.

They were, then, all crosschecked for apparent mistakes and unclear signals, and numbered for easy computerization and identification of each respondent with his/her respective questionnaire.

49 Those respondents found comfortable in writing and reading were asked to fill the questionnaires themselves. But other respondents were not able to write and read and for that matter structured interview where the interviewers filled the questionnaires themselves were employed.

3.5 Data Collection Methods

In this part of the research methods, the researcher presents techniques that were used in data collection and how they were utilized. Methods used for data collection are interviews, questionnaire, panels, observations, documents and many others. The methods are then categorized into two streams which are qualitative and quantitative.

As already stated, this study has an approach that uses mixed methods. It is for this reason that there was quantitative data collected together with qualitative data. While for quantitative data, there was use of a structure for qualitative data there was use of in-depth interviews.

For quantitative data, a structured questionnaire was administered in English language to the respondents. Each respondent was approached personally by the interviewer.

Questionnaire was introduced and after permission from the interviewee, one question after another was read, a response was given, and recorded on the questionnaire sheet.

The questions were translated in Swahili since it might decrease the risk of misunderstanding (Brayman, 2007.

For qualitative data, the in-depth interviews and focus group discussion (FGDS) were used. In-depth interviews were conducted to a selected number of customers of wine

50 product both women and men. The interviews conducted were semi-structured in nature meaning that the content of interview to a certain extent was determined prior to the interview. The respondents were approached, explained the purpose of the research and the content of the upcoming interview, consent was given after which the interview took place. In order to make sure that the inter views covered all of the important topics, an interview guide was developed to guide the process, however, the researchers did not strict themselves to the interview guide.

All interviews were conducted with only one respondent at ago. For the FGD, the respondents were collected and the discussion was conducted in out of the office. All interviews and the FGD were conducted in Kiswahili this was done in order to avoid a risk of misunderstandings and limiting the respondent‟s language. This is in accordance with (Bryman, 2007) who suggests that interviews should be conducted in the respondent‟s primary language since the communication is likely to be more effective. In addition to the interviews, the study also made intensive use of secondary information and this consisted of books, reports, articles, conference papers and the website by using suitable phrase and search words.

3.6 Data Analysis and Presentation

Data analysis and presentation is process of inspecting, cleaning, transforming, and modeling data with the goal of discovering useful information, suggesting conclusions, and supporting decision making. Pallant, (2007) stated that, in a research process the data analysis method has its own part. The letter, assimilate evidence in order to obtain answer to the research questions, Kothari, (2002). The researcher will analyze item-to-

51 item putting into account the importance of each item under the study. Data analysis will constitute data from publications.

To pave a way for smooth analysis, collected raw data were processed. The key activities in data analysis are editing, coding, classification and tabulation of collected raw data (Adam, 2008). Data entry which aims at converting gathered data to a minimum for viewing and tabulation is also a part of data processing (Bhattacharya,

2003).

To secure quality standard of data for analysis editing was done to remove errors and omissions on the collected data. According to (Kothari, 1990), editing is done to ensure that the data are accurate, consistent with other fact gathered, uniformly entered, as completed as possible and have been arranged to facilitate coding and tabulation. Coding which involve assigning numerals to responses enable a researcher to enter the data quickly using numeric keypad of a keyboard and with few errors

(Saunders, 2004).. Coding facilitated efficient analysis as it helped to reduce bulkiness of responses to manageable one and hence the possibility of making errors during data entry was minimized.

Data entry and analysis were done by using SPSS. Quantitative data from the questionnaire was coded and entered in the SPSS program. With the SPSS, there was use of descriptive statistics in order to determine the different percentages of the respondents. There was importing of data from SPSS to Microsoft word for drawing

Pie charts, tables, line graphs and histograms. In order to make different comparisons, the means were used.

52 Qualitative data was analyzed with the use of content analysis, a method that examines artifacts of social communication, which included written documents or transcriptions of recorded verbal communication such as interviews and field notes (Van, 1995), was key to this study. The different in-depth interviews and FGD were transformed into free-flowing summaries in order to condense the information for looking for special characteristics of messages relating to the issue of packaging. The results obtained are presented in different forms such as tables, figures, percentages and narrative notes.

Pie charts, line and bar graphs diagram were used for easy interpretation and understanding of the research findings.

3.7 Validity and Reliability

Validity is the extent to which a test measures what it claims to measure. It is vital for a test to be valid in order for the results to be accurately applied and interpreted

(Kendra, 2009). Reliability is the extent to which results are consistent over time.

Results are referred to as reliable if the same results can be reproduced under a similar methodology then the research instruments are considered to be reliable. To achieve reliability and validity, the following steps was followed:

The first step was on the selection of respondents. The selection of the respondents was based on the established sampling procedure for the quantitative data; for the quantitative data, respondents were selected based on opportunity to learn.

The second step was on the data collection. Since data was collected by several interviewers, these were trained on how to use the data collection tools. There was possibility of triangulation on the data collected because of the different types of data

53 collected, on the one hand, and the repetitiveness of the same questions, on the other hand. With a high degree of stability on the data, then there is a high degree of reliability, implying that the results are repeatable.

Under this step, data was collected using multiple methods (questionnaire, interviews and FGD) and from different units of analysis. This helped to capture evidences from different angles and thus improved validity of data and information obtained. Third step was referred as data computerizations. The quantitative data collected was computerized in order to avoid unnecessary loss of data and conduct more precise analysis with the use of computer software. Pilot test on the questionnaire was done after which some versions were made to eliminate ambiguities in the questionnaire.

3.8 Ethical Issues and Consideration

During the study, the researcher sticks on to human rights national policies and paid attention to rules and regulations. That is, the data were collected after clearance to carry out the research study was obtained from the University of Dodoma.

Other consideration was about Informed Consent of Respondents and Confidentiality.

In the study area, friendship with the respondents was reached in order to inquire about their consent. The respondents were assured in advance that the information they provided would be kept confidential and private would be used only for the research purpose. In effecting human rights, the respondents were free to pull out at any time during data collection and during interview sessions.

54 3.9 Summary

The part has presented the practical procedures for this study. It has presented the research design based on the ethnomethodological and mixed methods approaches.

While due to its embedment in the ethnomethodological approach the study makes use of the case study, it collects quantitative and qualitative data, on the one hand, and analyses the data with the use of statistics and content analysis, on the other hand. The chapter has winded up with the issues related to validity and consistency, coming chapter (Chapter IV) discuses about the presentation and discussion of the result.

55 CHAPTER FOUR

DATA PRESENTATION, DISCUSSION AND ANALYSIS

4.0 Introduction

This chapter concern with the analysis of data and discussion of the research findings.

In this chapter the data which were collected from the research questionnaires, interviews and observations as well as from the objectives of the research which were set forth in chapter one have been presented and analyzed. The researcher has presented the facts which were discovered during the study. The findings which were situate forth have depended on the data collected which are edited and coded for the purpose of completeness and accuracy and have been classified into meaningful relationships to indicate what it means in the context of the research report. The research basically carried out the research in the limits of the research investigation questions; therefore, within this chapter the analysis of data and the research findings are interpreted with respect to research questions/hypotheses developed to guide the study.

This is the most essential part of this research since it is the Centre of the study and it provides answers to the examined question. This party gives a general idea of the general observation based on what was pragmatic by the researcher in the field and on the responses. Beyond the scope of this chapter, the researcher has presented the statistical gathering and the quantitative tests of the data on the basis of the research questions developed to guide the study. The results which are being presented in this

56 chapter should be viewed in consideration of the scope and limitations of the study pointed out in the early chapters.

In this chapter response rate has been dealt with first, followed by characteristics and findings from Man Frequency distribution was used to organize data, to give meaning to the response rates and facilitate insight. In relevant tables the frequency distribution of responses has been arranged by occurrence from the highest to the lowest obtained from the responses. Furthermore, tables, graphs and charts were drawn using Statistical

Package for Social Science (SPSS) and excel.

4.1 Characteristics of the Respondents

The interviewed respondents in this study were Managers, Workers and Statistical

Logistic Officers of the intended study area in Dodoma Municipality, particularly in the studied Area. As well the consumers of the targeted area were involved in the study both male and female by filling questionnaires where by the characteristics distribution of respondents included sex, age, marital status, and level of education as here under described.

4.2 Demography of Respondents and Response Rate

4.2.1 Demography of Respondents

The demography of the respondents included; gender (sex), age, and level of education, occupation and consumers‟ working sector. The results show the following as given in Table 4.1below:

57 4.2.2 Study and Response Rate

The sample studied were ninety in total which contained all customer of wine product and questionnaires distributed, and all respondents were collected, this represents rate of 100% as summarized in the table 4.1 below.

Table 4.1: Demography of Respondents (N=90)

Demography Frequency Percentage % Gender (Sex) 62 68.9 Male Female 28 31.1 Age ( years) Frequency %Fall <20 8 8.9 20-29 16 17.8 30-39 22 24.4 40-49 26 28.9 50 and above 18 20 Level of Education Secondary education 7 7.78 Bachelor education 32 35.6 Masters/PhD 51 56.7 Occupation Professionals (doctors, lawyers & 47 52.2 engineers) Administrators/Executive officers 34 37.8 Non professionals 9 10 Consumers’ Working sector Public 32 35.6 Private 58 64.4

Source: Field Survey Data, 2014

58 Table 4.1 above shows that out of 90 respondents, 31.1% were females and 68.9% were males. This indicates that female conquered by men in the study from the fact that, women normally take soft drinks rather than alcoholic one, whenever needed as supported by Marella, (2009) while men lagged behind. Moreover, both female and male involvement was important because while men highlighted the function of packaging materials as promoting the products due to increased or decreased innovations; women stated the function of packaging as for practical labeling of the product (communication) which is influenced by social factors such as groups, family, roles and status. Likewise, both female and male highlighted the challenges of packaging and consumers‟ preferences such as brand familiarity and the colour of the product as supported by Silayoi and Speece, (2007).

4.2.3 The Sex of the Respondents

Figure 4:1: The Sex of the Respondents

70 Gender (Sex) Male 60 Female 50

40

30

20

10

0 Frequency Percentage %

Source: Field Survey Data, 2014

59 4.2.4 Age of the Respondents

The age distribution of the respondents which was less than 20 years was 8.9%, 20 and

29 years was 17.8%, 30 and 39 years was 24.4%, 40 and 49 years was 28.9% and those

50 years and above was 20% as presented in figure 4.2. Majority of the respondents

28.9% were between less that 40 and 49 years of age. These gave opinion that the functions of packaging materials are for the facilitation of recycling and reducing environmental damages as campaigned by activists globally as supported by Lurie and

Mason, (2007) although, they were influenced by good packaging designed by trained personnel while providing the challenges encountered by producers as being high cost of packaging materials.

However, those who were between 30 and 50 years and above had of the opinions that the functions of packaging materials are to protect products and consumers influenced by attractive packaging and the taste of the product as supported by Pavithra, (2008) while highlighting the challenges of packaging and consumers‟ preferences as the price of products supported by Liu, (2011).

60 Figure 4.2: Age of the Respondents

<20 35 20-29 30-39 30 40-49 50 and above 25

20

15

10

5

0 Frequency %fall

Source: Field Survey Data, 2014

4.2.5 Level of Education

The results in figure 4.3 indicate that 7.78% of the respondents had secondary education, 35.6% bachelor of education and 56.7% was masters or PhD holders.

Education of respondents played a vital role regarding the role of packaging and its impact on consumers‟ preferences. While those who had secondary education were influenced by the reasonable price, taste as supported by Sekaran, (2004) and the perception of the product; those with bachelor, masters or PhD holders saw the role of packaging as a communication tool and were influenced by cultural factors such as culture, sub-culture and social class. They highlighted the challenge of packaging and consumers‟ preferences as after sales services which were provided by producers.

61 This is to say that the aged people are the one who enjoy drinking wine compared to the middle of age .however most professionals said to be civilized much compared to non educated people of which they enjoy much drinking beer and other low class alcoholic drinks though some of the wine are non alcoholic but some kind of a little experience viewed that some kind of civilized drinks are of the kind of wine and

Champagne etc. Consider figure number 3 which describe the percentage fall in the level of education.

Figure 4.3: Level of Education

60 Level of education Secondary education Bachelor 50 education Masters/Ph D 40

30

20

10

0

Source: Field Survey Data, 2014

4.2.6 The Occupation of the Respondents

62 The results in Figure 4.5 show that 52.2% of respondents were professionals (doctors, lawyers and engineers), 37.8% were administrators and executive officers while, 10% were non-professionals. Those who were professionals pointed out the role of packaging as protecting the product and consumer, and the factors that influenced consumers‟ preferences and buying decisions such as good packaging designed by trained personnel, reasonable price and readily available/timely availability of products.

They highlighted the challenges of packaging and consumers‟ preferences as education of the consumer and brand familiarity as supported by Holmes et al., (2012). Likewise, those who were administrators, executive officers and non-professionals identified factors such as increased or decreased innovation of the products, taste and cultural factors as supported by Gofman et al., (2010) while providing the challenges of packaging and consumers‟ preferences for the packed products such as appearance of the product and education of the consumer.

63 Figure 4.5: The Occupation of the Respondents

60 Professionals (doctors, lawyers & engineers) Administrators 50 /Executive officers

Non 40 professionals

30

20

10

0

Source: Field Survey Data, 2014

4.2.7 Consumers’ Working Sector

The results in Figure 4.6 showed that 35.6% of the respondents were public servants while 64.4% working in private sectors. Those who were public servants pointed out the function of packaging materials as for the facilitation of storage, use and convenience of the product as supported by Kotler, et al., (2005). They were influenced by the retailers‟ influences and social factors while pointing out the challenges of packaging and consumers‟ preferences as mode of payments and brand familiarity.

64 Those who worked in private sector could highlight the function of packaging materials as promoting the product. Moreover, they were influenced by the readily available/timely availability of the products and reasonable price while pointing out the challenges of packaging and consumers‟ preferences as brand familiarity and colour of the product as supported by Kotler and Armstrong, (2008).

Figure 4.6: Consumers’ Working Sector

Public

Private

70

60

50

40

30

20

10 Private Public 0

Source: Field Survey Data, 2014

65 4.3 Functions of Packaging Materials for the Safety of Wine Products by

Considering Total Number of Frequency

The results in Table 4.2 showed that the majority of respondents (85.6%) were able to examine the role of packaging materials highlighted according to their understanding for the safety of products; while the minority of respondents (14.4%) being unable as indicated above. Specifically, the results in Table 4.2 showed that (78%) of respondents stated that, packaging materials have the function of facilitating storage, use and convenience of the products as supported by Silayoi and Speece, (2007). This was done in order to satisfy the legal requirements of the product disclosure and enabling consumers to use the package while offering products in various forms convenient for use by different users.

Moreover, packaging materials protect products and consumers as reported by (82%) of respondents because this was performed not only for physical functions such as transit, but also for environmental influences such as moisture, gases, light, temperature etc.

Likewise, packaging materials promote the product attractiveness as reported by (84%) of the respondents in order to attract consumers‟ attention and encourage them to examine the product. This became a way for a new product to be noticeable among familiar packages offered by other competitors. Furthermore, the results in Table 4.2 showed that (87%) of the respondents identified the other function of packaging materials as product identification as supported by Kotler, et al., (2005) which provides the consumer with the information about the product. This described the contents and consisted of product use and the legally required information. It plays a

66 promotion role that stimulates the desire to purchase the product and can also assist product branding. However, packaging materials have the function of communicating the product as reported by (90%) of the respondents which includes the practical labeling of the product.

Finally, packaging materials have the function of facilitating recycling and reducing environmental damage as reported by (93%) of the respondents. This helps to minimize waste and the amount of recycled packaging materials in order to promote energy recovery, re-use and recycling of packages.

In general, the results in this part imply that packaging materials have the role of facilitating storage, use and convenience of the products (78%) which is done in order to satisfy the legal requirements of the product disclosure and enabling consumers to use the package while offering products in various forms convenient for use by different users.

Moreover, packaging materials protect products and consumers (82%) because this is performed not only for physical functions such as transit, but also for environmental influences such as moisture, gases, light, temperature etc. Likewise, packaging materials promote the product attractiveness (84%) in order to attract consumers‟ attention and encourage them to examine the product.

However, packaging materials perform a function of product identification (87%) which provides the consumer with the information about the product. Furthermore, packaging materials have the function of communicating the product (90%) which includes the practical labeling of the product. Finally, packaging materials have the

67 function of facilitating recycling and reducing environmental damage (93%) which helps to minimize waste and the amount of recycled packaging materials in order to promote energy recovery, re-use and recycling of packages.

Table 4.2: Functions of Packaging Materials for the Safety of Wine Products by Considering Total Number of Frequency

Function Percentage % Yes No Protection of products and consumers (during 82 18 transportation, display, purchase and consumption) Facilitation of storage, use and convenience of 78 22 the products Communication (practical labeling of the 90 10 products) Product attractiveness 84 16 Facilitation of recycling and reducing 93 07 environmental damage Product identification 87 13 Total 85.6 14.4 Source: Field Survey Data, 2014

4.4 Factors That Influence Consumer’s Preferences and Buying Decisions on

Wine Packed Products

The second objective of the study was to examine the factors that influence consumers‟ preferences and buying decisions on wine packed products. For this purpose, the researcher asked the respondents to identify/mention (in terms of Yes or

No along with likert scale variables) different factors which would influence consumers.

68 The results in Table 4.3 show that the majority of respondents (76.4%) were able to identify the factors that influence consumers‟ preferences and buying decisions on wine packed products; while the minority of respondents (23.6%) being unable as indicated in Table 4.3. Specifically, the results in Table 4.3 show that (70%) of the respondents were influenced by wine packed products from the perception of the product (interpreting the sensory information).

This is consistent with the work done by Kotler and Armstrong, (2008) which assisted consumers to understand the surroundings and phenomena of the product while enabling them to get the information automatically and react according to their needs, wishes or experiences. Moreover, retailers‟ influences (72%) played a great role because some of them had marketing skills to persuade consumers to purchase the products. However, attractive packaging as reported by (88%) of respondents which is the first thing that the consumer sees before making the final decision to buy the product influenced consumers.

On the other hand, social factors (such as groups, family, roles and status) as reported by (83%) of the respondents and supported by Sekaran, (2004) influenced consumers because certain people influence each other when belong to the same social groups.

Moreover, the readily available/timely availability of the product (76%) and good packaging done by trained personnel (95%) who produce high quality products were influential factors.

Furthermore, (68%) of the respondents identified cultural factors (such as culture, sub- culture and social class) as among the factors that influenced consumers‟ preferences and buying decisions because these affected consumers‟ behaviours such as traditions,

69 taboos, values, perceptions and wants. Moreover, the reasonable price (60%) reported by consumers (respondents) as supported by Gofman, et al., (2010) for wine packed products influenced consumers‟ buying decisions because when comparing to other products, wine products were better off.

Likewise, the taste (72%) of wine products was influential to consumers because, what they produced was what consumers wanted. Finally, increased or decreased innovation of the product as reported by (95%) of the respondents influenced consumers‟ preferences and buying decisions of wine packed products. This made the company to translate the invention into good and quality services in order to compete in the market.

In general, the results imply that, the perception of the product (70%) which assisted consumers to understand the surroundings and phenomena, retailers‟ influences (72%) with marketing skills to persuade consumers to purchase the products and attractive packaging as reported by (88%) of respondents as the first thing that the consumer sees before making the final decision to buy the product influenced consumers. Moreover, social factors (83%), the readily available/timely availability of the product (76%) and good packaging done by trained personnel (80%) were influential factors.

Furthermore, cultural factors (68%) as among the factors that influenced consumers‟ preferences and buying decisions affected consumers‟ behaviors such as traditions, taboos, values, perceptions and wants while the reasonable price (60%) of wine packed products, influenced consumers‟ buying decisions because when comparing to other products, wine products were better off. Likewise, the taste (72%) of wine products was influential to consumers because, what they produce was what consumers wanted.

70 Finally, increased or decreased innovation of the product (95%) influenced consumers‟ preferences and buying decisions of wine packed products and made the company to translate the invention into good and quality services in order to compete in the market.

Table 4.3: Factors That Influence Consumers’ Preferences and Buying Decisions (N=90)

Factors Percentage % Yes No

Attractive packaging 88 12 76 24 Readily available/timely availability Perception (interpreting the sensory information) 70 30 Reasonable price 60 40 Retailer‟s influences 72 28 Increased or decreased innovation of the products 95 05 Good packaging done by trained personnel 80 20 Taste 72 28 Cultural factors (culture, sub-culture and social 68 32 class) Social factors (groups, family, roles and status) 83 17

Total 76.4 23.6

Source: Field Survey Data, 2014

4.5 Challenges of Packaging and Consumers’ Preferences

The results in Table 4.4 below show that the majority of respondents (83.4%) were able to identify the challenges of packaging and consumers‟ preferences for wine packed products; while the minority of respondents (16.6%) being unable as indicated above.

71 The results in Table 4.4 showed that mode of payments (82%) (for example, to buy the packaging materials is said to be un reliable), colour of the products (85%) which sometimes did not match the tastes and preferences of consumers, and the appearance of the product (70%) which could not attract consumers to buy the products as reported by respondents were among the challenges encountered. However, (68%) of respondents identified after sales services to be one of the challenges as demanded by consumers when buying commodities in order to stimulate the market demands for competitive viability.

Furthermore, high cost of packaging materials (85%) as reported by respondents and supported by Pavithra, (2008) was a great challenge making the price of products to rise anonymously and make consumers hesitate to buying the product. Moreover, brand familiarity (90%) was a challenge to consumers because some could not distinguish between wine product and other products produced by other industries of wine However, education of consumers (92%) was low something which was needed to be enhanced by the concerned. Finally, the price of product as reported by (95%) of the respondents made some consumers to abide to wineproducts because their purchasing power was diminishing.

In general, the results from this part imply that mode of payments (18%), colour of the products (15%) and the appearance of the product (30%) did not attract consumers to buy the products. However, after sales services (32%), high cost of packaging materials (15%) and brand familiarity (10%) were challenges consumers encountered because some could not distinguish between wine products and other products produced by other industry of wine product. Finally, education of consumers (92%)

72 which needs to be enhanced by the concerned and the price of product made some consumers to abide to wine products because their purchasing power was diminishing.

Table 4.4:Challenges of Packaging and Consumers’ Preferences (N=90)

Challenges Percentage % Yes No High cost of packaging materials 85 15 Appearance of the product 70 30 Brand familiarity 90 10 Colour of the products 85 15 After sales services 68 32 Mode of payments 82 18 Education of consumer 92 08 Price of product 95 05 Total 83.4 16.6 Source: Field Survey Data, 2014

4.6 Functions of Packaging Materials for the Safety of CETAWICO

/Missionaries of Precious Blood Packed Products

The results in Table 4.6 showed that the majority of respondents (83.6%) were able to examine the role of packaging materials highlighted according to their understanding for the safety of products; while the minority of respondents (16.4%) being unable as indicated above.

Specifically, the results in Table 4.6 showed that (76%) of respondents stated that, packaging materials have the function of facilitating storage, use and convenience of the products as supported by Silayoi and Speece, (2007). This was done in order to satisfy the legal requirements of the product disclosure and enabling consumers to use 73 the package while offering products in various forms convenient for use by different users. Moreover, packaging materials protect products and consumers as reported by

(80%) of respondents because this was performed not only for physical functions such as transit, but also for environmental influences such as moisture, gases, light, temperature etc. Likewise, packaging materials promote the product attractiveness as reported by (86%) of the respondents in order to attract consumers‟ attention and encourage them to examine the product. This became a way for a new product to be noticeable among familiar packages offered by other competitors.

Furthermore, the results in Table 4.6 showed that (80%) of the respondents identified the other function of packaging materials as product identification as supported by

Kotler, et al., (2005) which provides the consumer with the information about the product. This described the contents and consisted of product use and the legally required information. It plays a promotion role that stimulates the desire to purchase the product and can also assist product branding.

However, packaging materials have the function of communicating the product as reported by (90%) of the respondents which includes the practical labeling of the product. Finally, packaging materials have the function of facilitating recycling and reducing environmental damage as reported by (90%) of the respondents. This helps to minimize waste and the amount of recycled packaging materials in order to promote energy recovery, re-use and recycling of packages.

In general, the results in this part imply that packaging materials have the role of facilitating storage, use and convenience of the products (76%) which is done in order to satisfy the legal requirements of the product disclosure and enabling consumers to

74 use the package while offering products in various forms convenient for use by different users. Moreover, packaging materials protect products and consumers (80%) because this is performed not only for physical functions such as transit, but also for environmental influences such as moisture, gases, light, temperature etc. Likewise, packaging materials promote the product attractiveness (86%) in order to attract consumers‟ attention and encourage them to examine the product.

However, packaging materials perform a function of product identification (80%) which provides the consumer with the information about the product. Furthermore, packaging materials have the function of communicating the product (90%) which includes the practical labeling of the product. Finally, packaging materials have the function of facilitating recycling and reducing environmental damage (90%) which helps to minimize waste and the amount of recycled packaging materials in order to promote energy recovery, re-use and recycling of packages.

Table 4.5: Functions of Packaging Materials for the Safety of CETAWICO

Products

Function Percentage % Yes No Protection of products and consumers (during 80 20 transportation, display, purchase and consumption) Facilitation of storage, use and convenience of the 76 24 products Communication (practical labeling of the products) 90 10 Product attractiveness 86 14 Facilitation of recycling and reducing environmental 90 10 damage Product identification 80 20 Total 83.6 16.4

Source: Field Survey Data, 2014

75 4.7 Summary

Conclusively and precisely, the chapter has discussed the examination of data and presentation of the research findings. It inaugurate with Demographic silhouette of the

Study Population pursued by the investigation of objectives of the study, at the same time as the subsequent chapter (Chapter Five) portrays the synopsis, conclusion and recommendations for the further area concerning the same observable fact.

76 CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.0 Introduction

This chapter presents the debate of the findings of the study as investigated and presented in the prior chapter. The chapter is prearranged in five sections. The conversation predominantly speaks about the results acquired in the study to those of parallel studies recapitulated under the literature review part. The whole discussion is centered on the major research questions inspected.

5.1 Summary of the Study

This study launched the background and problem of the study in Chapter One, reviewed literature on the Assessment of Wine Packaging Effects on Customer

Purchasing Decision in Dodoma Municipality: A Case Study of Hombolo and Mihuji

Chapter Two delineated and discussed the research methodology in Chapter Three and presented and discussed the research findings in Chapter Four. And Chapter Five centers on conclusions and recommendations founded on the literature reviewed in

Chapter Two and data presented and discussed in Chapter. The chapter gives a comprehensive rundown of all research findings that were collected during fieldwork survey in the city of Dar es salaam.

The chapter gives also the conclusions of all the objectives that are established during the development of research proposal. The conclusion was then followed by the number of suggestions that stand as a way forward to help ending the problem of

77 child‟s right violation. The recommendations provided can only be productive if taken into account by the stakeholders who deal with this issue for the benefit of Tanzania development and its community and the society at large. The chapter winded up with proposing out different suggested areas for researchers to conduct other studies if they may be interested in such field of investigation.

5.2 Findings of the Study

An investigation of Wine Packaging Effects on Customer Purchasing Decision was carried out in Dodoma Municipality specifically at Hombolo and Mihuji. The findings from the study regarding the role of packaging and its impact on consumers‟ preferences showed that, packaging materials have the function of facilitating storage, use and convenience of the products though some of the company do packaging in order to satisfy the legal requirements of the product disclosure and enabling consumers to use the package while offering products in various forms convenient for use by different.

As well, the findings demonstrates that packaging materials have the function of smooth the progress of storage, utilize and convenience of the products, protect products due to the environmental condition packaging are functioned not only for price mechanism but also transit, for different environmental such as moisture, gases, light, temperature etc. similarly, social factors, the readily available/timely availability of the product and good packaging done by trained personnel were factors that influenced consumers‟ preferences and buying decisions. Although, high cost of packaging materials and brand familiarity were challenges consumers encountered

78 because some could not distinguish between wine products of CETAWICO and missionaries precious blood products.

The traditional marketing mix which constituted four set of decisions viz., product, price, price and promotion is extended with the inclusion of packaging. The structure of the product can changes the whole market environment (income, education, awareness, technology, competition) have rendered packaging from being merely a residual decision in the beginning of the twentieth century to a prominent decision today. The facts which necessitated increased emphasis on packaging decisions in the overall competitive strategy of the modern competitive firm are oligopolistic structure of the market, impulsive shopping, self-service stores, customer convenience, effective communication, sales promotion, legal requirement and product life cycle.

Additionally, packaging materials protect products because this is performed not only for price purpose but also transit, also for environmental influences such as moisture, gases, light, temperature etc. Likewise, packaging materials promote the product in order to make consumers‟ pay attention and encourage them to examine the product.

However, packaging of a product gives the consumer some of the details about product. Up till now, packaging materials have the function of communicating the product which includes the practical labeling of the product. Furthermore, packaging materials have the function of facilitating recycling and reducing environmental damage.

Furthermore, the perception of the product assisted consumers to understand the surroundings and phenomena, the first thing that the consumer sees before making the final decision to buy the product leave it is the way product is packed and then the

79 other three PS is followed so as to influenced consumers. Moreover, social factors

Furthermore, cultural factors as among the factors that influenced consumers‟ preferences and buying decisions affected consumers‟ behaviors such as traditions, taboos, values, perceptions and wants while the reasonable price of wine packed products, influenced consumers‟ buying decisions because when comparing to other products, wine products were better off. Nevertheless, the taste of wine especially

CETAWICO products influential more the consumers because, what they produce was what consumers wanted.

Generally most of respondent were the women of which they respond over 68% while male were 28% and most of the majority are at the age of 40-49.and are the literacy one though the level of education were masters and PhD while secondary education were little respondent.

When it comes to the challenge of packaging and customer preference the high cost of packaging material bring about 85%while appearance of product on the sense of convincing the customer to purchase product is about70%. Though some of the customer prefers the bland and the familiarity of the product, and it brought about 70% and the colour of the packed product most of the respondent prefers attracted about

85%.also most of the consumer have high level of education about packaging product and its about 92% and they value the products by considering the price of the product.

The consumer prefers much price if and only if the product are well packed and it‟s all about95%. The packing of the has got different function though in this study the researchers has the little function especially the wine product which is packed by the glass type of the product.

80 The study finalize that packed product has 80% of protection because wine product is filled in glass form of packaging therefore whenever mishandled the damage may occur. also 76% is fore storage use in a different environment condition while 90% packaging used to communicate (used as advertisement when product arrive n the marketing line.) consumer may be attracted in such a way that the product is packed.

However recycling of the packaging in this kind of packaging is not applicable because most of the wine glass is disposable though it applies in the other soft drinks which packed with plastic example water bottle.

5.3 Conclusion

Presented findings of this study provide enough evidence to establish the conclusion that in spite of their well intentioned of improvement and effectiveness of their factories remained are some challenges of low effectiveness that depicts the continued need of organization for their wine packing.

5.4 Recommendations

Since the defined general objective of this study was to analyse “the effect of wine packaging on customer purchasing decision in Tanzania, Cetawico Ltd (Hombolo) and the Precious Blood Missionaries of (Mihuji) in particular.

Packaging materials utilized by CETAWICO and Precious Blood Missionaries products is to protect the products along with giving the attention customers so as to demand for the products. Also packaging performs a function of identifying products and to facilitate the customer‟s attraction. The perception of the product which assisted

81 consumers to understand the surroundings and phenomena persuaded consumers to purchase the products produced by trained personnel while making the company to compete in the market of wine. However, after sales services, education of the consumers, high cost of packaging materials and brand familiarity became challenges consumers encountered because some could not distinguish between CETAWICO products and Precious Blood Missionaries with other wine products produced for example the product manufactured by DODOMA WINE. Most of the customers do not distinguish the kinds of the product. All they know is wine and they consume the product by looking on the volume of the alcohol and not type of wine and where it comes from though the price are almost the same.

Eventually, the study finds that most of the customer of this product are the educated ones and have a medium status. Unlikely, the people of low class do not afford to buy this kind of the product. This stud viewed in the sense that most of these customers are civilized one.

The study recommends that the mode of payments, colour of the products, the appearance of the containers and the contained products must highly be regarded since it does attract consumers to buy the products. And policy makers have to understand and see a need for the adoption of packaging strategies so as to reach the lower income customer hence to maximize consumers' preferences by enhancing product quality in order to create a competitive advantage. Based on the results as presented, analyzed and discussed in chapter four, different recommendations have been formulated to assist the stakeholders to deal effectively with issues related to wine packing role in

Tanzania. The following are measures to be taken to improve the situation that

82 currently needs improvement in Dodoma factories and other places around the country.

Also from the above findings, the researcher has projected the subsequent approvals;

i. On the function of packaging materials for the safety of wine packing products:

it is suggested that the management needs to put emphasis on and enlarge the

packaging materials they utilize in order to establish the competitive advantage

for the company and increase its market share. This is by satisfying both

customer of low income and those of the standard one and the high class

customers. This is because the study has viewed that most of the consumer that

consume the product are the one of the age of 40-49 however this group are the

group in which their income are little stable compared to the group of 20-39.by

developing creativeness will help the company acquire new customer and

hence expansion.

ii. In the case of influencing consumers‟ preference and buying decisions: it is

important that CETAWICO and Missionaries Precious Blood and marketers

learn more about the attributes that consumers need (basic product) and to learn

more about the demand of the customer and thus will stimulate the supply

chain in the wine marker especially in Tanzania that would attract consumers‟

attention and interest hence; giving the product more attraction.

iii. The challenges of packaging and consumers‟ preference: Challenges of

packaging and consumers‟ preferences need to be eradicated for the purpose of

attracting more customers for wine packed products .this is to say that the

industry has to develops the other kind of packaging and to consider much in

83 the priced product so as to allow the low income people to buy the product

hence expansion and brings the wine product into word market.

5.5 Guiding Principle Implications

Policymakers have to see a need for the adoption of packaging strategies to maximize consumers' preferences by enhancing product quality in order to create a competitive advantage.

5.6 Areas for Further Research

The study explored the role of packaging and its impact on consumers‟ preferences on

Cetawico and missionaries‟ precious blood drinks products; it is advised that further studies could be done on the following issues:

i. The factors that may affect consumers' perception of product quality regarding

its packaging.

ii. Consumers‟ possession of literacy skills for the choice of products why well

designed and packaging product perceived to have high price of a product.

84 REFERENCES

Aaker, et al., (2002), Marketing Research, Singapore: Jon Wiley and Sons, Inc.

Adam, J. and Kamuzora, F. (2008), Research Methods for Business and Social Studies, Morogoro, Mzumbe Book Project.

Ajizen, I. (2006), Behaviour Interventions Based on Theory of Planned Behaviour, McgrawHill, New York.

Alan, B. and Bell, (2007), “Business Research Methods”, Revised Edition, Oxford University Press, Online Resource Centre.

Ampuero, O and Vila, N. (2006), "Consumer Perceptions of Product Packaging", Journal of Consumer Marketing, Volume: 23 Issue: 2. pp. 100-112.

Anonymous, (2006), “Food Retailing in the 21st Century - Riding a Consumer Revolution”, http://www.fmi.org.

Baradyana, J. And Ame, A. (2007), Quantitative Technique for Business Decision, Dar es Salaam, Mkuki Na Nyota Publishers Ltd.

Belch, M. and Belch, M. (2001), "Marketing", 2th Edition. Irwin. Boston.

Bentzen, J. & Smith, V. (2008), Do Expert Ratings or Economic Models Explain Champagne Prices?, International Journal of Wine Business Research, 20(3), pp.203-243.

Bhattacharya, M. (2003), “Understanding Research Methods and its Applications” (2nd edition).

Briston, J. and Neil, T. (1986), Packaging Management, Gower Press. New York.

Carmines, B. and Zeller, A. (1979), Primary and Secondary Data Collection Methods, Macmillan. New York.

Combris, P.,et al.,(1997), “Estimation of a Hedonic Price Equation for Bordeaux Wine: Does Quality Matter”?. The Economic Journal, 107 (2), pp.390-402.

Combris, P.,et al.,(2000), “Estimation of a Hedonic Price Equation for Burgundy Wine”, Applied Economics, 32 (8), pp.961-967.

Conway, M. (1997), “Fossil Priapulid Worms”, Palaeontological Associations Special Papers in Palaeontology, 20; pp.1-95.

85 Cooper, J. and Schindler, M. (2008), Perfect Sample Size in Research, Macmillan, New Jersey.

Costanigro, M. et al., (2007), “Segmenting the Wine Market Bades on Price: Hedonic Regression when Different Prices mean Different Products”, Journal of Agricultural Economics, Vol. 58 (3), pp.454-466.

Deliza, R. & MacFie, H. (1996), “The Generation of Sensory Expectation by External Cues and Its Effect on Sensory Perception and Hedonic Ratings”, A review Journal of Sensory Studies, 11(2), pp.103-128.

Draskovic, L. et al., (2009), Consumer Behaviors for Food Products in India. 19th Annual World Symposium, Indian Institute of Management.

Frontiers, A. (1996), "Planning for Consumer Change in Europe 1996/1997," Henley Center; Cited in Connolly and Davison (1996) "How Does Design Affect Decisions at Point of Sale?," Journal of Brand Management, Vol. 4, No.(2), pp: 1-100.

Gluckman, L. (1986), “A Consumer Approach to Branded Wines”. European Journal of Marketing, 20 (6): pp.21-31.

Gofman, A. et al.,(2010), “Accelerating Structured Consumer-Driven Package Design”, Journal of Consumer Marketing, Emerald.

Haripuram, K. (1986), “Factors Influencing Consumer Decision Making Process - A Behavioural Analysis”, Indian Journal of Marketing, 17 (6): pp. 3-9.

Harry, Potter. (1990), “Are Opponent Findings of Nonlinearity due to Structural Instability”, Economic Time Series. Staff Report, New York City, USA.

Holmes, G. et al., (2012), “Consumer Reaction to New Package Design”, Journal of Product and Brand Management, Emerald.

Imram, E. (1999), "Consumer Perceptions of Product Packaging", Journal of Consumer Marketing, Vol 3, pp. 55-60.

Jacques, (1993), “Does Financial Real Improve Private Investment in Developing Countries”? Journal of Development Novel.

Jarvenpaa, S. (1989), “The Effect of Task Demands and Graphical Format on Information Processing Strategies”. Management Science, 35(3), pp. 285- 303.

Jobber, D. and Lancaster, G. (2000), Selling and Sales Management, 5th Edition, Pearson Education Limited.

86 Kaurshal, R. et al., (1976), “Purchasing Behaviour Pattern of the Consumer and Their Brand Preferences for Washing Soaps/Syndicates: A Case Study of Simla”, Indian Journal of Agriculture Marketing, 8: pp. 49-50.

Kendra, C. (2009), Identify Crisis-Theory and Research ABCD, New York, Wards Worth Language Learning.

Kin Chung Lo, (2009), “Possibility and Persimibility”, Working Papers 2009-01, York University, Department of Economics.

Kosslyn, S. (1994), Elements of Graph Design, New York, W. H. Freeman.

Kothari C. (1990, Research Methodology-Methods and Techniques (2nd ed). New Dellhi: K.K Gupta for New Age International (P) Ltd.

Kothari, C. (2004), Research Methodology, Methods and Technique .New Delhi: New Age International (P) Ltd.

Kotler, P. and Armstrong, G. (2008), Principles of Marketing, 12th Edition, Publisher: Pearson/Prentice Hall.

Kotler, P. et al., (2005), Principles of Marketing, 4th European Edition, Pearson Education Limited.

Kotler, P. (2003), Marketing Management, 9th Ed. Upper Saddle River: Prentice-Hall.

Kuvykaite, R (2009), "Impact of Package Elements on Consumer's Purchase Decision" Journal of Economics and Management. Vol 2, pp. 57-63.

Lamb, C, et al., (2004), "Marketing", 7th Edition, Thomson, South-Western, Canada.

Landon, S. & Smith, C. (1997), “The Use of Quality and Reputation Indicators by Consumers”: The Case of Bordeaux Wine, Journal of Consumer Policy, 20 (3), pp.289-323.

Lange, C. et al., (2002), “Impact of the Information Provided to Consumers on Their Willingness to Pay for Champagne: Comparison with Hedonic Scores”, Food Quality and Preference, 13(7-8), pp.597-608.

Ling, B., & Lockshin, L. (2003), “Components of Wine Prices For Australian Wine: How Winery Reputation, Wine Quality, Region, Vintage, and Winery Size Contribute to the Price of Varietal Wines”. Australasian Marketing Journal, Vol. 11 (3), pp.19-32.

Liu,Y. (2011), “How Packaging Designs of Cosmetics Affect Female Consumers’ Purchasing Behaviour”, Unpublished Thesis, Arcada University, Finland.

87 Lockshin, L. et al., (2009), “Development of a new method to measure how consumers choose wine”, The Australian and New Zealand Wine Industry Journal, Vol. 24 (2), 35-40.

Lurie, N. and Mason, C. (2007), “Visual Representation: Implications for Decision Making”, Journal of Marketing, 71(1), pp.160-177.

Marella, M. (2009), “Role of Packaging on Consumer Buying Behavior”, Global Journal of Management and Business Research, Volume 12 Issue 10 Version 1.0 June 2009. www.tribalfish.net.

Mensur, V. (2008), “Analysis of Consumer Behavior in Regard to Dairy Products in Kosovo”, Agriculture Research Journal, Vol 46, pp. 3-9.

Millward, R. (2004), and Brewerton P. (2001), Organizational Research Methods, London SAGE Publication Ltd.

Mueller, S. & Szolnoki, G. (2009), “Conjoint Analysis: Modelling Consumer Heterogeneity with Latent Class Regression”, Poster, 8th Pangborn Sensory Science Symposium, Florence, 26-30 July 2009.

Mueller, S. (2010), “What You See May Not be What You Get: Asking Consumers What Matters May Not Reflect What They Choose”, Marketing Letters, Vol. 21, Forthcoming.

Mueller, S. (2009), “How does shelf information influence consumers' wine choice?.”, The Australian and New Zealand Wine Industry Journal, Vol. 24 (3), pp.50-56.

Murphy, C. (1997), “The Verbal and Visual Components of Package Design”, Journal of Product Brand Management, 9 (1), pp. 56-70.

Ndunguru, P. (2006), Lectures on Research Methodology for Social Sciences, Mzumbe University, Mzumbe University Press

Nerlove, M. (1995), “Hedonic Price Functions and Measurement of Preferences - The Case of Swedish Wine Consumers”. European Economic Review, 39 (1), 1697-1716.

Oczkowski, E. (1994), “A Hedonic Price Function for Australian Premium Table Wine”, Australian Journal of Agricultural Economics, 38 (2), pp.93-110.

Oczkowski, E. (2001), “Hedonic Wine Price Functions and Measurement Error”, The Economic Record, 77 (239), Dec. 2001, pp.374-382.

Orth, R. & Malkewitz, K. (2008), “Holistic Package Design and Consumer Brand.

88 Panwar, J. (2004), "Beyond Consumer Marketing: Sectoral Marketing and Emerging Trends", Tejeshwar Singh for Response Books, New Delhi, Bangalore Press.

Pavithra, J, (2008), “A Study on Packaging and Value Addition in Traditional and Modern Consumer Retail Units. An Economic Analysis,” Unpublished Dissertation, University of Agricultural Sciences, Dharwad. India.

Saunders M. et al., (2004), “Research Methods for Business Students”, Prentice Hall.

Saunders, E. (2007), “Shopper Marketing: How to Increase Purchase Decision at The Point of Sale”, International Journal of Retail & Distribution Management, 35 (9), pp. 677-690.

Schamel, G. & Anderson, K. (2003), “Wine Quality and Varietal, Regional and Winery Reputations: Hedonic Prices for Australia and New Zealand”. The Economic Record, 79 (246), Sept. 2003, pp.357-369.

Sekaran, U. (2004), "Research Methods for Business: A Skill Building Approach", 4th, Wiley Student Editions. New Jersey.

Silayoi, P and Speece, M. (2004), “Packaging and Purchase Decisions: an Exploratory Study on the Impact of Involvement Level and Time Pressure”, British Food Journal, 106 (8), pp. 607-628.

Silayoi, P. (2007), “The Importance of Packaging Attributes: A Conjoint Analysis Approach”. European Journal of Marketing, 41 (11/12), pp. 1495-1517.

Singh, S. (1995), “Factors Influencing Preference for Milk Supply in Hissar City”, Indian Journal of Animal Production and Management, 11 (4): pp. 226- 228.

Sojka, J and Giese, J. (2001), The Influence of Personality Traits on The Processing of Visual and Verbal Information. Marketing Letters, 12(1), pp. 91-106.

Steiner, B. (2004), “French Wines on the Decline? Econometric Evidence from Britain”, Journal of Agricultural Economics, Vol. 55 (2), July 2004, pp.267-288.

Stewart, J. (2004), Marketing Communications: An Integrated Approach, 4th Edition, London, Kogan Page Ltd.

Subasinghe, M. (2003), Marketing Communications: An Integrated Approach, London, Kogan Page Ltd.

89 Szolnoki, G. & Mueller, S. (2009), On the Bottle or Inside the Bottle? The Relative Influence of Wine Packaging on Hedonic Liking and Purchase Intent, Poster, 8th Pangborn Sensory.

Szolnoki, G. (2007), “Die Messung des Einflusses der äußeren Produktgestaltung auf die Kaufbereitschaft – Dargestellt am Beispiel Weißwein”, Geisenheimer Berichte.

Underwood, R. (2001), “Packaging Communication: International Effects of Product Imagery”, Journal of Product & Brand Management, 10 (7), pp. 403-422.

VanDen B. and G.(1995), Games and Economic Behaviors 10, 122-142 (1995), “Trust, Reciprocity and Social History”, Joyce Berg, University of Lowa.

VanMaanen, J. (1982), Varieties of Qualitative Research, Beverly Hills, Sage.

Vidales. A. (1995), The Importance of Packaging Design for Own-Label Food Brands, New York, Prentice Hall.

Yin, R. (2003), Case Study Research: Design and Method: Applied Social Research Methods, Vol.5: Sage Publications Ltd.

90 APPENDICES

Appendix I: Questioners for the Respondents

Dear Respondents,

This questionnaire is simply for the purpose of collecting data for a research titled

“The effect of packaging on customer purchasing decision‟ the area of concentration is

CETAWICO and MISSIONARIES PRECIOUS BLOOD wine products; in Dodoma.

The study is conducted for academic reasons only as a partial fulfillment of the requirements for the award of a Master Degree in Business Administration in Dodoma

University.

In order for the organization to improve the quality of its packaging and satisfy customers‟ needs, I kindly beg you to respond to the questions to the best of your knowledge and I beg to free yourself in answering this questions. The information gathered will be used solely for academic purpose only and not otherwise.

A: Profile of the Respondents

The information requested will enable the researcher to make meaningful interpretation of the data obtained (Please tick your responses to the following questions).

91 1. Gender: Male [ ] Female [ ]

Less than 20 years [ ] 20-29 [ ] 30-39 [ ] 40-49 [ ] and more [ ]

2. Which of the following choice describes the level of your education?

No formal education [ ] Secondary education [ ] Bachelor degree [ ] Above college/bachelor (Master or PhD) [ ] Others, specify [ ]

3. Which of the following describe your occupation?

Professionals (doctor, lawyer, engineer) [ ] Administrative/ executive officers [ ] Non professionals [ ]

4. In which sector do you work (consumers‟ working sector)?

Public sector [ ] Private sector [ ]

92 Objective One: Tresses How Does Packaging Affect The Customer Purchase

Decision

5. Which parts of product attract you to buy the soft drinks? (one or multi choices)

a) packaging design [ ] b) brand [ ] c) price [ ] d) friend‟s recommendation [ ]

Objective Two: To assess how does the packaging attract the customer.

6. Do you think designed packaging has a significant impact on wine product?

a) yes [ ] b) no [ ]

7. Are you attracted by nicely designed packaging?

a) yes [ ] b) no [ ] 8. What kind of packaging design do you like? a) Paper, [ ] b) Glass, [ ] c) Aluminum, [ ] d) Fiber board, [ ] e) Plastic and [ ] f) Steel. [ ]

93 9. Which kinds of wine do you like the most? a) Red wine [ ] b) Dry wine [ ]

10. Functions of packaging materials for the safety of products

Please indicate your agreement or disagreement regarding the functions of packaging materials as follows; 1) SA=Strongly Agree 2) A=Agree 3) U=Uncertain 4)

D=Disagree 5) SD=Strongly Disagree.

Function Choice

Strongly Strongly agree Agree Uncertai n Disagree Strongly disagree Protection of products and consumers (as to prevent damage during transportation, display and purchase) Facilitation of storage, use and convenience of the products Communication (practical labeling of the product, what it does and its specifications) Promotion of products Facilitation of recycling and reducing environmental damage

94 Appendix II: Interview Guide

Please rate you answer on the impact of packaging on consumers‟ preferences by circling from the five (5) points scales below that reflects your view or opinion of the matter in concern.

11. Do you like the packaging of any product/ brand?

a) Strongly disagree [ ] b) Disagree [ ] c) Normal [ ] d) Agree [ ] e) Strongly agree [ ]

12. Do you think the products offered by wine industries are always better?

a) Strongly disagree [ ] b) Disagree [ ] c) Normal [ ] d) Agree [ ] e) Strongly agree [ ]

13. Do you select products according to your life style? a) Strongly disagree [ ] b) Disagree [ ] c) Normal [ ] d) Agree [ ] e) Strongly agree [ ]

95 14. Does the colour of packaging matters in purchasing a product?

a) Strongly disagree [ ] b) Disagree [ ] c) Normal [ ] d) Agree [ ] e) Strongly agree [ ]

15. The quality of packaging can protect product better? a) Strongly disagree [ ] b) Disagree [ ] c) Normal [ ] d) Agree [ ] e) Strongly agree [ ]

16. The product packed in high quality material is more preferable? a) Strongly disagree [ ] b) Disagree [ ] c) Normal [ ] d) Agree [ ] e) Strongly agree [ ]

17. Does the design of product wrapper inspire you in purchasing? a) Strongly disagree [ ] b) Disagree [ ] c) Normal/Neutral [ ] d) Agree [ ] e) Strongly agree [ ]

96 Product Packaging (Outlook and Physical Appearance)

18. Product packaging brings customer attention

a) Strongly disagree [ ] b) Disagree [ ] c) Normal/Neutral [ ] d) Agree [ ] e) Strongly agree [ ]

19. Product packaging increases product image and value a) Strongly disagree [ ] b) Disagree [ ] c) Normal/Neutral [ ] d) Agree [ ] e) Strongly agree [ ]

20. Product packaging represent as a good quality product

a) Strongly disagree [ ] b) Disagree [ ] c) Normal/Neutral [ ] d) Agree [ ] e) Strongly agree [ ]

21. What are factors that influence consumers’ preferences and buying decisions on CETAWICO /MISSIONARIES packed products?

97 Do you think that the factors given influence consumers‟ preferences and buying decisions? (Tick where appropriate).

No Factor Yes No

1 Attractive packaging

2 Readily available/timely availability

3 Perception (selecting, organizing and interpreting the sensory information) 4 Reasonable price

5 Retailers influence

6 Increased or decreased innovation of the products

7 Good packaging designed by trained personnel

8 Taste

9 Cultural factors (culture, sub-culture and social class)

10 Social factors (groups, family, roles and status)

98 22. What are challenges of packaging and consumers’ preferences for

CETAWICO /MISSIONARIES PRECIOUS BLOOD packed products?

Please indicate your agreement or disagreement regarding the challenges of packaging and consumers’ preferences as follows; 1) SA=Strongly Agree 2) A=Agree

3) U=Uncertain 4) D=Disagree 5) SD=Strongly Disagree.

Challenge Choice

y y

Strongl agree Agree Uncertai n Disagree Strongly disagree High cost of packaging materials Appearance of the product Brand familiarity Colour of the product After sales services Mode of payment Education of the consumer Price of the product

99 Appendix III: Interview Guide Questions

Objective Three: To identify the challenges of packaging and consumers’

preferences for wine industries product in Dodoma packed products.

i. What are the functions of packaging materials for the safety of wine products?

ii. What makes the customer make decision in purchasing wine product

iii. What are the factors that influence consumers‟ preferences and buying

decisions on cetawico /missionaries precious blood packed products?

iv. Is packaging be one of the factors that make the buyer make decision on

purchasing wine product

v. What are the challenges of packaging and consumers‟ preferences for packed

products?

“Thank You Very Much for Your Co-Operation

100 Appendix IV: Research Budget and Sources of Funds

In order to complete the research process, funds are compulsory. Thus, funds or operating cost for the research are expected to be obtainable from her own resources.

The budget covered the transport cost, stationeries, secretarial services, typing and printing documents. Further expenditures will be spending on meal, accommodation allowances and communication such as accessing internet services and use of cellular phones. The total cost for the proposed study is /= 1,620,800as indicated in table below:

101 Budget Breakdown

NO.OF AMOUNT TOTAL S/N PARTICULARS ITEMS PER ITEM AMOUNT 1 Pens 1box 10,000 5,000 2 Paper A4 1 ream 10,000 10,000 3 Collection fluid 1 bottle 3,000 3,000 4 Note book 1 5000 5000 5 Flash disk 1 20,000 20,000 6 Internet visiting 20000 7 Pencil 1box 200 2,000 8 Ruler 2 400 800 9 Transport cost 300,000 10 Meals allowance 500,000 11 Incentives 20,000 12 Printing costs 300,000 13 Photocopy costs 200,000 14 Binding cost 180,000 Data processing 15 and analysis cost 30,000 16 Contingencies 25,000 GRAND TOTAL 1,620,800

Source: Field Data Survey, 2014

102 Appendix V: Time Frame

ACTIVITIES 2013-2014 MONTHS

Aug/Sep Oct/Nov Dec/Jan Feb/Mar Apri May/June/Ju t ch l ly/ August Research Proposal preparation Proposal and submission of first draft Proposal and submission of first draft Data collection and analysis

Preparation and submission of the first draft of proposal

Correction and review of the dissertation and submission of second draft Submission of the final draft

Source: Field Data Survey, 2014

103