EMPIRICAL STUDY OF PACKAGING AND ITS EFFECT ON CONSUMER PURCHASEudDECISION IN A FOOD AND BEVERAGES FIRM

摘要

This study was carried out to ascertain the “Impact of Packagingudon Consumer Purchase Decision”. The objectives of the studyudare to investigate the role of product attractiveness inudstimulating consumer interest in a product, to examine whetherudproduct differentiation influence consumer evaluation of the product,udto determine the effect of labeling in creating consumer awareness ofudthe product and to investigate how product design can facilitateudconsumer trial purchase. Samples were drawn from loyal customers ofuda particular multinational company in food and beverage industry inudNigeria. While Regression was used to test the four hypotheses for thisudstudy. The core findings from the result obtained revealed that labelingudcan create consumer awareness. Product cataloguing and tagging canuddraw the attention of consumers, it also revealed that consumers areudattracted to buy the product because of its shape, color and design ofudthe product.It was concluded that packaging plays a positive role inudthe consumer purchase decision. It was recommendedudthatorganizations should pay attention to the information used. Itudmust also be more useful technically.Management should ensure thatudtheir product package is not also deceptive.