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Abstract
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Article Information:
An Analysis of the Effect of Product Packaging on Consumers’ Buying Choice in Calabar Municipality, Cross River State, Nigeria
F.L. Lifu
Corresponding Author: F.L. Lifu
Submitted: January 19, 2012
Accepted: February 08, 2012
Published: April 15, 2012 |
Abstract:
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Good packaging and quality product that matches the price often calls for repeated patronage from
consumers which enable the firm to stay in business. Good and attractive packaging of products creates readily
available market for the firm and may help to cut down on advertising cost. The study examines the effect of
good packaging of products on consumers’ buying choice as well as on impulse buying. Data were obtained
from the administration of 400 copies of a structured questionnaire to consumers who come for shopping at
market places, supermarkets and high traffic points across the metropolis using accidental sampling technique.
The bivariate regression results revealed that 79 and 81% of consumers’ decision to buy a particular product
as well as impulse buying was accounted for by the packaging style of the product, while the ANOVA results
indicated that attractive packaging influenced consumers’ buying choice and impulse buying (p<0.05). In order
to be sustainable and stay in business in the present day competitive and computerized market, the study
advised organizations to balance both packaging and the quality of their products to meet the level cost they
want as well as to build consumers’ confidence and loyalty, as consumers take product quality foremost and
would not compromise quality for anythingelse.
Key words: Buying choice, consumer, impulse buying, product packaging, product patronage, satisfaction, regret
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Cite this Reference:
F.L. Lifu, . An Analysis of the Effect of Product Packaging on Consumers’ Buying Choice in Calabar Municipality, Cross River State, Nigeria. Asian Journal of Business Management, (2): 186-191.
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ISSN (Online): 2041-8752
ISSN (Print): 2041-8744 |
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