Impact of Product Branding and Packaging on Consumer Purchase Intention: A Study of PZ Cussons Nigeria, Plc.
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Date
2023
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Publisher
Bayero Journal of Africa Entrepreneurship Studies
Abstract
This research investigates the impact of product branding and packaging on consumer
purchase intentions using PZ Cussons Nigeria, PLC as a case study. Employing a survey
research design, data was collected from 344 respondents in Ilorin Township, Kwara State,
Nigeria with the aid of questionnaire. The study analyzed the effects of brand image,
packaging color, and brand awareness on consumer buying behavior, consumer perception,
and purchase decisions. Results indicate that brand image significantly influences consumer
buying behavior, with brand ambassadors, perceived price, and perceived quality playing
pivotal roles. Packaging color has a substantial impact on consumer perception,
emphasizing the importance of strategic design. Additionally, effective brand awareness
strategies, including advertising and sales promotion, significantly influence purchase
decisions. The study concludes with recommendations for enhancing brand image,
optimizing packaging design, and continuously adapting brand awareness strategies to
positively shape consumer purchase intentions.
Description
Keywords
Brand Awareness, Brand Image, Color, Consumer Buying Behavior, Consumer Purchase Intentions, Packaging, PZ Cussons Nigeria, PLC
Citation
Jatto, A.A, Bello, K.A, & Zubair, O.S. (2023). Impact of Product Branding and Packaging on Consumer Purchase Intention: A Study of PZ Cussons Nigeria, Plc. Bayero Journal of African Entrepreneurship Studies. 5(2) 25-37