Abstract
This study was conducted in Cameroon, specifically targeting consumers of Chocojoy products, and aimed to investigate variables such as packaging color, material, label, and shape that may influence consumer purchasing behavior. A questionnaire containing a series of systematically structured questions was distributed to the respondents so that the researcher could obtain the necessary information from the respondents. A total of 400 questionnaires were administered to study respondents and 325 responses were received. We used the Cochrane formula to determine the sample size from the total population. Chi-square was used to test the hypotheses. The results showed that there is a relationship between packaging color, packaging material, packaging labeling, and purchasing behavior. Packaging recommends that manufacturers should regularly assess how consumers respond to their product packaging to make their products more competitive in the marketplace.
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