ABSTRACT

The study examined the effect of product packaging on consumer’s preference of Cadbury Nigeria products. It specifically examined the effect of package graphics (colour and artwork design) on consumer preference, analyzed the effect of package dimensions (shape and size) on consumer preference, measured the effect ofthe information a package bears on consumer preference in the study area, ascertained the effect of the package wrapper on consumer preference in the study area and determined the effect ofthe text font on consumer preference in the study area. 90 consumers of products of Cadbury Nigeria Limited were randomly selected and well structured questionnaires administered to them for data collection. Descriptive and inferential analysis were used to analyze the data collected. The result revealed that 62.2% ofthe respondents are females compared to their male counterpart which is 37.8%. 74.4% of the consumers were still single while 25.6% were married. Age wise, majority of consumers (53.3%) are within the ages of 18 - 28 years with the mean of 22.57 years and have earned income between N20,001 - N50.000 month!}' with the mean of N38.571. In testing the hypothesis correlation analysis was used. Findings also revealed that the major Cadbury Nigeria product patronized/preferred by consumers in the study area was Bournvita. It was revealed that the most important aspect on the basis of colour and artwork as a component of packaging is the transparency of the package as it appeals more to the consumers, the most important aspect on the basis of shape and size as a component of packaging is the attractiveness of the package’s shape and size as it appeals more to the consumers, the most important aspect on the basis of label as a component of packaging is the product information on tire package as it gives details about the product with mean score , the most important aspect on the basis of wrapper as a component of packaging is that product wrapper appeals to the consumers, the most important aspect on the basis oftext-font as a component of packaging is that a stylish text-font type on the product package appeals to the consumers. It is strongly recommended that marketers should look beyond the physical attractiveness which packaging communicates when designing a package for a product; emphasis should be drawn to the products useful value (i.e. its benefits).