Home           Contact us           FAQs           
     Journal Home     |     Aim & Scope    |    Author(s) Information      |     Editorial Board     |     MSP Download Statistics
2012 (Vol. 4, Issue: 2)
Article Information:

An Analysis of the Effect of Product Packaging on Consumers’ Buying Choice in Calabar Municipality, Cross River State, Nigeria

F.L. Lifu
Corresponding Author:  F.L. Lifu 

Key words:  Buying choice, consumer, impulse buying, product packaging, product patronage, satisfaction, regret
Vol. 4 , (2): 186-191
Submitted Accepted Published
January 19, 2012 February 08, 2012 April 15, 2012

Good packaging and quality product that matches the price often calls for repeated patronage from consumers which enable the firm to stay in business. Good and attractive packaging of products creates readily available market for the firm and may help to cut down on advertising cost. The study examines the effect of good packaging of products on consumers’ buying choice as well as on impulse buying. Data were obtained from the administration of 400 copies of a structured questionnaire to consumers who come for shopping at market places, supermarkets and high traffic points across the metropolis using accidental sampling technique. The bivariate regression results revealed that 79 and 81% of consumers’ decision to buy a particular product as well as impulse buying was accounted for by the packaging style of the product, while the ANOVA results indicated that attractive packaging influenced consumers’ buying choice and impulse buying (p<0.05). In order to be sustainable and stay in business in the present day competitive and computerized market, the study advised organizations to balance both packaging and the quality of their products to meet the level cost they want as well as to build consumers’ confidence and loyalty, as consumers take product quality foremost and would not compromise quality for anythingelse.
Abstract PDF HTML
  Cite this Reference:
F.L. Lifu, 2012. An Analysis of the Effect of Product Packaging on Consumers’ Buying Choice in Calabar Municipality, Cross River State, Nigeria.  Asian Journal of Business Management, 4(2): 186-191.
    Advertise with us
ISSN (Online):  2041-8752
ISSN (Print):   2041-8744
Submit Manuscript
   Current Information
   Sales & Services
Home  |  Contact us  |  About us  |  Privacy Policy
Copyright © 2015. MAXWELL Scientific Publication Corp., All rights reserved