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Effects of Packaging on Consumers’ Purchasing Decisions

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Effects of Packaging on Consumers’ Purchasing Decisions


Sabitu Owotutu Olalekan | Adegbite G. Adewale

https://doi.org/10.31142/ijtsrd2274



Sabitu Owotutu Olalekan | Adegbite G. Adewale "Effects of Packaging on Consumers’ Purchasing Decisions" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-1 | Issue-6, October 2017, pp.301-309, URL: https://www.ijtsrd.com/papers/ijtsrd2274.pdf

This research work is an empirical study to examine the effects of product packaging on consumers purchasing decisions and to investigate whether there is a significant relationship between packaging and brand image. Descriptive survey research was adopted through the use of a four point likert, scale questionnaire to collect data from sample of 217 respondents drew from the population of study. Researchers formulated two hypotheses: there is no significant effect between product packaging and consumers’ purchasing decisions and there is no significant effect between product packaging and brand image. The hypotheses were tested with correlation and simple regression analysis and ANOVA through statistical package for social science (SPSS) and the following conclusions were drawn: that product packaging has strong effect on consumers’ purchasing decisions and product packaging also have positive effect on product brand image. Based on these findings, researchers recommended that proper attention should be given to all elements of packaging to facilitate positive purchasing decisions by the consumers and product packages should be unique, attractive, cultural conformity, easy handling, protective, to ensure good product brand image.

Product, Packaging, Consumers, Purchasing Decisions


IJTSRD2274
Volume-1 | Issue-6, October 2017
301-309
IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470
Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

International Journal of Trend in Scientific Research and Development - IJTSRD having online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International Journal which provides rapid publication of your research articles and aims to promote the theory and practice along with knowledge sharing between researchers, developers, engineers, students, and practitioners working in and around the world in many areas like Sciences, Technology, Innovation, Engineering, Agriculture, Management and many more and it is recommended by all Universities, review articles and short communications in all subjects. IJTSRD running an International Journal who are proving quality publication of peer reviewed and refereed international journals from diverse fields that emphasizes new research, development and their applications. IJTSRD provides an online access to exchange your research work, technical notes & surveying results among professionals throughout the world in e-journals. IJTSRD is a fastest growing and dynamic professional organization. The aim of this organization is to provide access not only to world class research resources, but through its professionals aim to bring in a significant transformation in the real of open access journals and online publishing.

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