The milk industry in the Eastern Cape is very competitive and milk suppliers must use all means, including packaging, to influence buying behaviour. The aim of the study was to investigate customer preferences with regard to milk packaging in the Nelson Mandela Bay (NMB) area. The purpose was to develop a better understanding of customer preferences so that packaging could be designed to satisfy customer expectations and needs. The research design was based on a quantitative approach (non-experimental) and the study was descriptive in nature. The measuring instrument was a self-developed questionnaire, which was developed based on the literature study and previous empirical studies conducted by Adam and Ali (2014a) and Ahmed, Pumar and Amin (2014). The sample consisted of 199 adult shoppers in the Nelson Mandela Bay area, selected through snowball and quota sampling. Data was collected with the help of fieldworkers, coded into Microsoft Excel and processed with statistical software. Descriptive statistics and canonical correlation analysis were used to identify customer preferences and relationships between the different dimensions of milk packaging. The results revealed that size, materials, convenience in handing and product information (expiry date) were important. Colour and design were not regarded as important by the target group.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:28295 |
| Date | January 2017 |
| Creators | Herbst, Ruben Andreas |
| Publisher | Nelson Mandela Metropolitan University, Faculty of Business and Economic Sciences |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Masters, MA |
| Format | xi, 61 leaves, pdf |
| Rights | Nelson Mandela Metropolitan University |
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