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EFFECT OF PACKAGING ON CONSUMER BUYING CHOICE OF SELECTED CONSUMER GOODS

ABSTRACT

This research examined the effect of packaging on consumer buying choice of selected consumer goods in Calabar metropolis. The study was conducted in a bid to provide empirical evidence on the effect of packaging on consumer buying choice in order to assist dealers of consumer goods better understand consumer buying behavior and use that knowledge to influence customer patronage. It had the broad objective of investigating the effect of packaging on consumer buying choice of selected consumer goods in Calabar metropolis, and the following specific objectives: to examine the effect of packaging colour on consumer buying behavior towards Indomie Instant Noodles and Tummy Tummy Noodles in Calabar metropolis; to examine the influence of design of wrapper on consumer buying behavior of Indomie Instant Noodles and Tummy Tummy Noodles in Calabar metropolis; to examine the effect of quality of packaging material on consumer buying behavior of Indomie Instant Noodles and Tummy Tummy Noodles in Calabar metropolis; and to examine the influence of packaging information on consumer buying behavior of Indomie Instant Noodles and Tummy Tummy Noodles in Calabar metropolis. The research design adopted for this study was the cross-sectional survey research design. The research instrument used for this study was the structured Questionnaire. Analytical techniques comprising simple tables, percentages and the Simple Regression in the Statistical Package for the Social Sciences (SPSS version 20.0) were used to analyze and treat the data collected. The results obtained from the study showed that: packaging colour had a significant effect on consumer buying behavior of Indomie Instant Noodles and Tummy Tummy Noodles in Calabar metropolis; design of wrapper had a significant influence on consumer buying behavior of Indomie Instant Noodles and Tummy Tummy Noodles in Calabar metropolis; quality of packaging material had a significant effect on consumer buying behavior of Indomie Instant Noodles and Tummy Tummy Noodles in Calabar metropolis; and packaging information had a significant influence on consumer buying behavior of Indomie Instant Noodles and Tummy Tummy Noodles in Calabar metropolis. Taking the findings of this study into consideration, the following recommendations were made: Indomie Instant Noodles and Tummy Tummy Noodles should use culturally and socially acceptable colours to design the package of their products in order to attract customer patronage; the companies should use creative aesthetics and graphical designs to decorate the package of their products in order to visibly portray their features to customers and attract customers’ attention and patronage; the companies should use high quality materials which are capable of preserving and protecting the products and ensuring the safety of consumers’ health; and the companies should ensure that adequate information about their products; its usage, composition and precautions, is conspicuously published in or on the package of their products in order to enable consumers make informed purchase options.

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