Abstract: Packaging is any container or wrapping in which a product is offered for sale and can consist of a variety of materials such as glass, paper, metal or plastic depending on what is to be contained. The study investigates the relationship between product package and consumer purchase behaviour in the Food and Beverages markets of Lagos State, Nigeria. The descriptive survey design was adopted to examine 17,552,940 consumers of packaged food products in Lagos State (Lagos State Bureau of Statistics, 2005). The proportionate sampling technique (a variant of stratified sampling method) was used to draw a sample of 2,500 consumers across the 20 local government areas of Lagos State. Questionnaire was the main instrument for data collection rated on a 6 – point Likert scale. 2374 copies of questionnaire were successfully returned representing a response rate of 94.96%. Data were analysed using the descriptive statistical techniques of Pearson Product moment correlation (r) and Simple Regression Analysis. The results of the study reveals that product package significantly affect consumer purchase behaviour of a brand (R=0.535; R2 = 0.286; p<0.05) which can be achieved through effective choice of label information, logo, brand size and shape which are all ingredients and attributes of good package design for a brand. The study recommends that aesthetic components of the product package should be soothing for the eyes of the consumers to enhance good point – of – purchase appearance.
Keywords: Packaging, Branding, Product package, Purchase behaviour.
Title: Product Brand Package and Consumer Purchase Behaviour in Food and Beverages Industry of Lagos State Nigeria
Author: KESINRO Olalekan Rasheed, OYENDE Adeleke Adedapo
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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