Effects of Packaging on Consumers' Purchasing Decisions

Abstract

This research work is an empirical study to examine the effects of product packaging on consumers purchasing decisions and to investigate whether there is a significant relationship between packaging and brand image. Descriptive survey research was adopted through the use of a four point likert, scale questionnaire to collect data from sample of 217 respondents drew from the population of study. Researchers formulated two hypotheses: there is no significant effect between product packaging and consumers' purchasing decisions and there is no significant effect between product packaging and brand image. The hypotheses were tested with correlation and simple regression analysis and ANOVA through statistical package for social science (SPSS) and the following conclusions were drawn: that product packaging has strong effect on consumers' purchasing decisions and product packaging also have positive effect on product brand image. Based on these findings, researchers recommended that proper attention should be given to all elements of packaging to facilitate positive purchasing decisions by the consumers and product packages should be unique, attractive, cultural conformity, easy handling, protective, to ensure good product brand image. Sabitu Owotutu Olalekan | Adegbite G. Adewale"Effects of Packaging on Consumers' Purchasing Decisions" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-1 | Issue-6 , October 2017, URL: http://www.ijtsrd.com/papers/ijtsrd2274.pdf http://www.ijtsrd.com/management/marketing-management/2274/effects-of-packaging-on-consumers'-purchasing-decisions/sabitu-owotutu-olalekan

Authors and Affiliations

Keywords

Related Articles

Experimental and Numerical Investigations on Melting Behavior of PCM in Storage Tank

The present work investigates the thermal performance of storage unit using phase change material by experimentally and numerically. Commercial grade stearic acid is used as phase change material (PCM) packed in two cyli...

SiC MOSFET and IGBT Hybrid Shunt Active Filter and its Application on a 10 KVA Harmonic Load System

This paper introduces a energy efficient, cost effective hybrid shunt active filter SAF concept and it application on a 10 kVA harmonic load system, with current harmonic rejection capability compared to IGBT based SAF s...

Institutional Rural Land Dispute Management Strategies Lessons from Buhera District, Zimbabwe

The research sought to assess the effectiveness of institutional rural land dispute management strategies. The research was carried in the form of a case study, in which a sample of 40 participants from a population of 1...

Performance Appraisal of Human Resources in Anglo-Saxon Higher Education Institutions in Cameroon

Performance appraisal is one of the areas of human resources in educational administration which brings about school effectiveness. When school activities are well apprised and results communicated, corrections will be e...

Applicability of ERP in Indian Small and Medium Enterprises

ERP Enterprise Resource Planning may be thanks to integrate the information and processes of a corporation into one single system. Its main goal is to integrate knowledge and processes from all areas of the organization...

Download PDF file
  • EP ID EP358251
  • DOI -
  • Views 163
  • Downloads 0

How To Cite

(2017). Effects of Packaging on Consumers' Purchasing Decisions. International Journal of Trend in Scientific Research and Development, 1(6), -. https://europub.co.uk/articles/-A-358251