IJSSH 2017 Vol.7(6): 344-349 ISSN: 2010-3646
doi: 10.18178/ijssh.2017.V7.846

Product Packaging Innovation and Consumer Buying Behavior in Rwanda

Mutambuka Deo and Niyompano Hosee
Abstract—Consumer market grows rapidly every year and the number of competitors among different types of products and goods increases steadily. The general objective of the study was to analyze the contribution of product packaging innovation on consumer buying behavior in Rwanda. This study was descriptive, comparative and correlational design. The total population was 2081 bars, the sample size of the study was 95 respondents. This study employed the stratified random sampling technique. The major sources of data in this study was primary source of information. This research used inferential statistics to establish relationship between variables under study, while descriptive statistics frequency and percentage were used to indicate how was the understanding of respondents in this study. This study used SPSS and found that the Pearson correlation coefficient (r) equals to 0.977. This was confirming that there is a significant and positive relationship between product packing and consumer buying behavior in brewery industry. It is finally recommended that the marketers of the industry should not consider the packaging as the solely factor for the success of any product, therefore, they should also take up other important factors of the marketing while they are launching new products or revitalize old products.

Index Terms—Product packaging, consumer buying behavior, brewery industry.

Deo Mutambuka is with Jomo Kenyata University of Agriculcure and Technology and Mount Kenya University / Kigali Campus, Kenya (e-mail: deomuzungu2010@gmail.com).
Hosee Niyompano is with the Mount Kenya University, Kenya (e-mail: niyose04@gmail.com).

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Cite: Mutambuka Deo and Niyompano Hosee, "Product Packaging Innovation and Consumer Buying Behavior in Rwanda," International Journal of Social Science and Humanity vol. 7, no. 6, pp. 344-349, 2017.

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