Jatto, A.ABello, K.AZubair, O.S2025-04-292025-04-292023Jatto, 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) 25-372645-3150https://uilspace.unilorin.edu.ng/handle/123456789/15572This 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.enBrand AwarenessBrand ImageColorConsumer Buying BehaviorConsumer Purchase IntentionsPackagingPZ Cussons NigeriaPLC