THE EFFECT OF PACKAGING ON CONSUMER BUYING BEHAVIOR

ABSTRACT

This study investigated the effect of packaging on consumer buying behaviour of packaged foods in Benin City, Edo State. The dimensions explored were: package size and shape, package colour and graphics, product information and packaging material; while consumer buying behaviour of packaged foods was the study dependent variable. Data were primarily sourced through online questionnaire, and a total of three hundred and eighty-five (385) questionnaire were found usable for the empirical analysis. The descriptive (frequency, mean and percentage) and inferential statistics (regression) were adopted for the study’s analysis. Specifically, the regression analysis revealed the following that: package size has a significant effect on consumer buying behaviour in Benin City, Edo state, package colour does not significantly influence consumer buying behaviour in Benin City, Edo state, product information have a significant relationship with consumer buying behaviour in Benin City, Edo state and that packaging shape significantly impacts on consumer buying behaviour in Benin City, Edo state. Based on these findings, it was recommended that: producers of packaged foods maintain an optimum package size devoid from acts of leaving empty spaces in their packaging in order to deceive prospective consumers into thinking that the product is big as a result of its large package size, package colour should be made simple, devoid from unnecessary colour combinations thereby reducing customers’ decision quotient in relation to package colour and in the long run maintain a positive consumer buying behaviour, companies should strive to maintain a positive image and as well package image as such would continuously endear consumers to them thereby maintaining a positive consumer buying behaviour in the long run, and producers of consumers’ goods should as a matter of utmost importance take into consideration consumers’ perception of packaging and ensure that their packaging attributes is in tandem with a favorable perception by the consumers.