Effect of Packaging on Purchase Behaviour of Selected Brands of Weavon in Umuahia, Abia State, Nigeria
DOI:
https://doi.org/10.31150/ajebm.v6i5.2204Keywords:
Packaging, Package quality, package colour, package size, consumer purchase behaviourAbstract
The general objective of the study was to examine the effect of packaging on purchase behaviour of selected brands of weavon in Umuahia, Abia State. Specifically, the study aimed to; examine the effect of package quality on customer satisfaction of selected brands of weavon in Umuahia, Abia State; examine the effect of package colour on customer loyalty of selected brands of weavon in Umuahia, Abia State; and to examine the effect of package size on purchase retention of selected brands of weavon in Umuahia, Abia State. The population of the study covered consumers of weavon brands in Umuahia, Abia State Nigeria. They were infinite in nature. Convenience sampling which is a non-probability sampling procedure was used in selecting a total sample of 200 weavon customers from Umuahia, Abia State of Nigeria. Regression result in the study revealed that product colour statistically and significantly impacts on customer loyalty of selected brands of weavon in Umuahia, Abia State in a positive manner. It was revealed in the study through regression analysis that product size impacts significantly and positively on purchase retention of selected brands of weavon in Umuahia, Abia State. The study recommended that package design of weavon brands should have a pleasing appearance, to encourage potential customer to form a favourable impression for the product. The reuse of a package or component for other purposes should be encouraged by the weavon products manufacturers.
Downloads
References
Adetayo, H. O., Opele, A. M. & Olasehinde, S. A. (2019). Influence of packaging on choice of fast-moving consumer goods at the point of purchase among shoppers in southwest, Nigeria. International Journal of Economics, Commerce and Management. VII, Issue 12, 85-101
Ahaiwe, E. O & Ndubuisi, U. (2015). the effect of packaging characteristics on brand preference for cosmetics products in Abia State, Nigeria. British Journal of Marketing Studies, 3(8), 79-90
Ampuero, O. & Vila, N. (2006). Consumer perceptions of product packaging. European Journal of Marketing, 39(1/2), 54–70.
Cooper, D. R., & Schindler, P. S. (2013). Business Research Methods. New York: Irwin/
Ghosh, B. K. (2016). Impact of packaging on consumers' buying behaviour: a case study of mother dairy, Kolkata. Parikalpana: KIIT Journal of Management, 12(2), 27-34.
Gonzalez, M. P., Thorhsbury S. & Twede, D. (2007). Packaging as a tool for product development: Communicating value to consumers. Journal of Food Distribution Research, 38(1)
Griffin, R. C., Sacharow, S. & Brody, A. L. (2013). Principles of PackageDevelopment,2nd ed. Van Nostrand Reinhold, New York.
Hagtvedt, H., & Patrick, V. M. (2008). Art Infusion: The Influence of Visual Art on the Halmstead University.
Hanlon, J. F. (2017). Handbook of Package Engineering, 2nd ed. McGraw-Hill, New York.
Hill, A. (2011, April 9). Beauty Packaging Identity Trends. Retrieved February 3, 2015, from http://www.doeni.gov.uk/niea/wastehome/regulation/regulations_packaging/definition_of_pckaging.htm http://dx.doi.org/10.1108/03090560510572016
Keller, K. L. (2013). Strategic brand management: Building, measuring and managing brand equity, 2 nd ed., Englewood Cliffs, NJ: Prentice-Hall.
Keller, Kevin L. (2008). Strategic Brand Management. New Jersey: Pearson Education.
Kotler, P. (2012) Marketing Management: Millennium Edition, July
Kotler, P. (2013) Marketing management, 9 thed. Upper Saddle River: Prentice-Hall.
Kotler, P. & Keller, K., (2011) Marketing Management (14th edition). London: Pearson
Kotler, P. (2012). Marketing Management, Prentice-Hall, Upper Saddle River, New Jersey.
Madden, T. J., Hewett, K., & Roth, M. S. (2012). Managing images in different cultures: A cross national study of color meanings and preferences. Journal of International Marketing, 8(4).
Maiksteniene, K. & V. Auruskeviciene (2008). 'Manufacturer and retailer brand acceptance under different levels of purchase involvement', Inzinerine Ekonomika-Engineering Economics(1). McGraw-Hill.
Ndulue, S. I. (2020). Product Packaging and Consumer Buying Behaviour of selected Beverage Products in Anambra State. International Journal of Business & Law Research, 8(1),12-21
O’Shaughnessy, J. (2013). Competitive Marketing: A Strategic Approach, 3rd ed.
Olakunori, O. (2012) Successful Research, Theory and Practice (Rev Ed) Enugu: Computer Edge Publisher. Packaging Design. Advances in Consumer Research, 308-312. 52
Patrick K, Ladipo, Thaddeus, Ojufayo, (2011), The multiple of packaging in the international Perception and Evaluation of Consumer Products. Journal of Marketing Research, 379-389.
Rettie, R., & Brewer, C. (2012). The verbal and visual components of package design. Journal of Product Brand Management, 9 (1).
Rundh, B. (2013). The multi-faceted dimension of packaging. British Food Journal, 107(9).
Silayoi, P., & Speece, M. (2007) the importance of packaging attributes: a conjoint analysis approach. European Journal of Marketing, 41 (11/12).
Smith, P., & Taylor, J. (2017). Marketing communications: an integrated approach (4th edition). London: Kogan Page.
Underwood, R. L. (2013). The communicative power of product packaging: creating brand identity via lived and mediated experience. Journal of Marketing Theory and Practice, Winter.
Underwood, R. L., Klein, N. M., & Burke, R. R. (2011). Packaging communication: attentional effects of product imagery. Journal of Product & Brand Management, 10 (7).
Vazquez, D., Bruce, M., & Studd, R. (2013). A case study exploring the packaging design management process within a UK food retailer. British Food Journal, 105 (9).
Vila, N., & Ampuero, O. (2007). The role of packaging in positioning an orange juice. Journal of Food Products Marketing, 13 (3).
