MEASURING THE EFFECT OF PACKAGING ON CONSUMER BUYING BEHAVIOUR

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dc.contributor.authorUdende, Patrick
dc.contributor.authorIorkase, Sylvester
dc.contributor.authorTsafa, Tina
dc.date.accessioned2019-05-06T11:16:53Z
dc.date.available2019-05-06T11:16:53Z
dc.date.issued2014
dc.description.abstractA noticeable feature of business performance is fluctuation in sales of different products and several factors including packaging are responsible for this. A survey was therefore, conducted in June, 2014 with the aim of establishing if packaging significantly influences consumers’ buying behaviour. The research was based in Ilorin, Abuja and Lagos, Nigeria. Using the simple random sampling, questionnaires were administered on 300 consumers to obtain data which were analysed by Special Package for Social Scientists (SPSS) while Chi-square was used to test the hypotheses. Findings from the 287 (96%) respondents that returned the questionnaires show a strong relationship between packaging and consumer’s buying behaviour as 98% of respondents admit that they are attracted by packaging and 95% respondents admit to have also bought products due to the way such products were packaged. The study concludes that though packaging serves as a tool of sales promotion and stimulator of impulsive buying behaviour, other factors like product quality and price significantly influence buying behaviour. The paper recommends among other things that due to changing consumers’ lifestyle producers should evolve new packaging approaches as well as complement packaging with quality.en_US
dc.identifier.issn0795-6967
dc.identifier.urihttp://hdl.handle.net/123456789/1831
dc.language.isoenen_US
dc.subjectCommunication, tools,en_US
dc.subjectInformation and communication technologies,en_US
dc.subjectGovernance,en_US
dc.subjecte-governance,en_US
dc.subjectModernityen_US
dc.titleMEASURING THE EFFECT OF PACKAGING ON CONSUMER BUYING BEHAVIOURen_US
dc.typeArticleen_US

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