Browsing by Author "Nkum, Olivia Diana"

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    The impact of customer care on consumer purchasing behaviour in the bottled water industry in Ghana, the mediating role of packaging.
    (KNUST, 2019-10) Nkum, Olivia Diana
    In achieving the main aim of this research, a quantitative survey was employed with a well-designed questionnaire as a tool for the collection of data to evaluate how consumers of bottled water in the Kumasi Metropolis view the customer care practices and the packaging concept of bottled water products and whether packaging mediates the relationship between customer care and consumer purchasing behaviour. Two different questionnaires were employed; one for the employees of a top brand bottled Water Company within the Kumasi Metropolis and the other for consumers of bottled water within the Kumasi Metropolis. In all 384 respondents were sampled, constituting 82 employees and 302 of customers. The customers were sampled through multistage sampling and the employees through simple random method. The collected data was processed and fed to the Statistical Software Programme for Social Sciences (SPSS) for the appropriate statistical analyses. The data was analysed using both descriptive and inferential analytical methods. The study established that competency of the employees positively influenced the purchasing behaviour of the consumers and the credibility of the bottled water companies also positively influence the purchasing behaviour of consumers. As part of the critical findings of the study, competency and courtesy of the employees of the bottled water companies positively influenced the packaging of the products in terms of colour of the wrappers, the wrappers and innovation of the bottled water packages. The colour of the bottled water package and the innovativeness of the packaging were both found to positively influence the purchasing behaviour of consumers of bottled water products. The study further revealed that the relationship between the competency and the purchasing behaviour of the consumers was mediated by the colour of the packaged bottled water. The relationship between the competency and the purchasing behaviour of the consumers was mediated by the innovation of the packaging of the bottled water products. The relationship between the courteous attitude of the employees and the purchasing behaviour of the consumers was mediated by the colour of the wrapper of the bottled water products. The study also further revealed that the relationship between the courtesy of the employees and the purchasing behaviour of the consumers was mediated by the innovation of the bottled water packages.