ABSTRACT
The main objective of
the study was to determine the effect of packaging on consumer buying decision.
The study sought to determine the effect of packaging reuse, protection
function and packaging information on consumer perception and purchase
intentions of the brand. The researcher use descriptive survey as research
design with judgmental sampling techniques to select the respondents of the
study. Structured questionnaire was used as research instrument and the data
analyzed using simple regression. The study showed that packaging reuse affect
consumer perception and purchase intention, protection function also affect
consumer perception and purchase intention of the brand. It was also seen that
packaging information were amongst the predictors of consumer intention and
purchase intentions of the brand. It concludes that proper packaging techniques
must be fully harnessed to induce consumer perception and purchase intentions.
Based on the findings, the researcher recommended that the management of
bottling companies should work on producing recyclable and reusable packaging
which will not only increase sales, promote impulse buying. The researcher recommended that management should take into cognizance and
package their product work based on the status of the customer, as it has a way
of influencing profit positively, and that the management of bottling companies
should ensure that customers products
are tailored to reduce damages as well as offer protection of its content along
the distribution channel of the organization
since their purchase capacity has a very positive and significant
influence on their sales volume, which in turn affect their profit. The
researcher also recommended that firms should see packaging information as a
positioning and differentiation tool.
JOHN, C (2022). Effect Of Packaging On Consumer Buying Decision In The Soft Drink Industry. Repository.mouau.edu.ng: Retrieved Dec 22, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-packaging-on-consumer-buying-decision-in-the-soft-drink-industry-7-2
CHISOM, JOHN. "Effect Of Packaging On Consumer Buying Decision In The Soft Drink Industry" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 06 Oct. 2022, https://repository.mouau.edu.ng/work/view/effect-of-packaging-on-consumer-buying-decision-in-the-soft-drink-industry-7-2. Accessed 22 Dec. 2024.
CHISOM, JOHN. "Effect Of Packaging On Consumer Buying Decision In The Soft Drink Industry". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 06 Oct. 2022. Web. 22 Dec. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-packaging-on-consumer-buying-decision-in-the-soft-drink-industry-7-2 >.
CHISOM, JOHN. "Effect Of Packaging On Consumer Buying Decision In The Soft Drink Industry" Repository.mouau.edu.ng (2022). Accessed 22 Dec. 2024. https://repository.mouau.edu.ng/work/view/effect-of-packaging-on-consumer-buying-decision-in-the-soft-drink-industry-7-2