Impact of Packaging on Consumer Buying Behavior in Nasarawa State

Abstract

A lot of firms in the industry have embarked on one strategy or the other in order to gain more market share for their products. In an attempt to get more customers to purchase their products, companies have engaged in different innovations so as to make their product compete with that of competitors, the packaging form is one way to gain consumer notice. In spite of the fact that packaging and how consumer evaluate benefit/value on the basis of the packaging to make buying decisions have been extensively investigated, the results have not sufficiently established a relationship between packaging and consumer buying decision, particularly in Nigeria. The study thus investigates the effect of packaging on consumer buying behavior in Nasarawa state using ordinary least square (OLS) regression method. Findings from the study showed that there is a direct significant relationship between product differentiation and consumer evaluation. It thus holds that product differentiation has significant effects on consumer evaluation of the product. It was revealed also that there is a direct significant relationship between labeling and consumer awareness. It therefore holds that labeling has significant effects on consumer awareness of the product; while, labeling was also discovered to have significant effect at creating consumer awareness of the product. Based on the forgoing, the study thus recommends that there is the need for organization to concentrate their efforts on making the package of products very attractive in order attract and retain the interest of their customers.