Packaging Attributes and Consumer Patronage of Cosmetics in Calabar Metropolis, Cross River State

Ezekiel Tom Ebitu,Samuel Etuk,Olom, Patricia Akwaya,Joy Ekoi Ofem

doi:10.32996/jbms.2021.3.1.4

Ezekiel Tom Ebitu, Samuel Etuk + Show 2 more

Open Access

https://doi.org/10.32996/jbms.2021.3.1.4

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Abstract

The research examined packaging attributes and consumer patronage of cosmetics in Calabar Metropolis, Cross River State. It was conducted to determine how packaging attributes influenced consumer patronage of cosmetic products in Calabar Metropolis. The study specifically explored the effect of brand name, packaging information and design of packaging wrapper on consumer patronage of cosmetics in Calabar Metropolis, Cross River State. Cross sectional survey research design was adopted and primary data were collected from 139 cosmetic consumers in Calabar Metropolis using structured questionnaire. The data collected were analyzed using multiple linear regression in the Statistical Package for the Social Sciences (SPSS 23). The findings revealed that brand name, packaging information and design of packaging wrapper had a significant effect on consumer patronage of cosmetics in Calabar Metropolis, Cross River State. Hence, it was concluded that packaging attributes had a significant effect on consumer patronage of cosmetics in Calabar Metropolis, Cross River State. Therefore, the following recommendations were made: manufacturers of cosmetics in Calabar should strive to build strong brand names for their products by maintaining the highest level of product quality in order to enhance consumer patronage; adequate product information should be displayed on the packaging of cosmetics in order to enable consumers make informed purchase decisions; , and manufacturers of cosmetics in Calabar should consistently ensure that attractive designs are displayed on the packaging of their products in order to entice consumers to patronize.

Highlights

IntroductionAs of 2018, the Nigerian cosmetics industry was worth an estimated market value of N500 billion annually (Okereocha, 2018), and given the country's large female population, the industry is projected to grow larger over the several years
1 Nigeria is a huge market for cosmetic products and plays host to some of the most prominent cosmetic dealers and brands in the world
The findings revealed that brand name, packaging information and design of packaging wrapper had a significant effect on consumer patronage of cosmetics in Calabar Metropolis, Cross River State

Summary

Introduction

As of 2018, the Nigerian cosmetics industry was worth an estimated market value of N500 billion annually (Okereocha, 2018), and given the country's large female population, the industry is projected to grow larger over the several years. Dealers and marketers have taken advantage of this situation as an economic opportunity to produce and market cosmetics to Nigerian consumers. Given the market value and potential of the industry, cosmetics manufacturers and marketers vigorously compete with each other to gain market share using various marketing strategies and programmes including packaging. It is so important that most marketers believe it is the fifth “P” of the marketing mix (Ebitu, 2019) and it is considered to be an important element in product strategy.

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