Title: EMPIRICAL STUDY OF PACKAGING AND ITS EFFECT ON CONSUMER PURCHASEDECISION IN A FOOD AND BEVERAGES FIRM
Abstract: This study was carried out to ascertain the “Impact of Packaging
on Consumer Purchase Decision”. 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.
Publication Year: 2015
Publication Date: 2015-02-01
Language: en
Type: article
Access and Citation
Cited By Count: 13
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