EMPIRICAL STUDY OF PACKAGING AND ITS EFFECT ON CONSUMER PURCHASE DECISION IN A FOOD AND BEVERAGES FIRM
Journal Title: European Journal of Business and Social Sciences - Year 2015, Vol 3, Issue 11
Abstract
This study was carried out to ascertain the “Impact of Packaging on Consumer Purchase Decisionâ€. The objectives of the study are to investigate the role of product attractiveness in stimulating consumer interest in a product, to examine whether product differentiation influence consumer evaluation of the product, to determine the effect of labeling in creating consumer awareness of the product and to investigate how product design can facilitate consumer trial purchase. Samples were drawn from loyal customers of a particular multinational company in food and beverage industry in Nigeria. While Regression was used to test the four hypotheses for this study. The core findings from the result obtained revealed that labeling can create consumer awareness. Product cataloguing and tagging can draw the attention of consumers, it also revealed that consumers are attracted to buy the product because of its shape, color and design of the product.It was concluded that packaging plays a positive role in the consumer purchase decision. It was recommended thatorganizations should pay attention to the information used. It must also be more useful technically.Management should ensure that their product package is not also deceptive.
Authors and Affiliations
Taiye Tairat Borishade| Business, Entrepreneurship and Innovation Research Cluster, Department of Business Management, College of Development Studies School of Business, Covenant University, Pmb 1023, Ota, Ogun State, Nigeria. Tel: +2348087788532 E-mail: taiye.borishade@covenantuniversity.edu.ng, Ogunnaike, OlalekeOluseye (Ph. D)| Business, Entrepreneurship and Innovation Research Cluster, Department of Business Management, Covenant University, Pmb 1023, Ota, Ogun State, Nigeria. E-mail: Olaleke.ogunnaike@covenantuniversity.edu.ng Tel: +2348077170991, Dirisu Joy Favour| Department of Business Management, College of Development Studies School of Business, Covenant University, Pmb 1023, Ota, Ogun State, Nigeria, ONOCHIE Maxwell prosper| Department of Administration and Management Crawford University, Igbesa. Ogun State, Nigeria
Keywords
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