Abstract
Products Packaging and Its Effects on Consumer Patronage of Cadbury Plc Nigeria
Highlights
In recent years, packaging has developed well beyond its original function as merely a means of product protection and plays a key marketing role in developing shelf appeal, providing product information and establishing brand image, awareness and increasing sales. (Cateora & Graham, 2002)
Research Question What is the influence of product packaging on customer buying decisions and what are the effects of product packaging on market share?
Colour and Label should be seen as inevitable tools to increase market shares in an Cadbury Plc
Summary
In recent years, packaging has developed well beyond its original function as merely a means of product protection and plays a key marketing role in developing shelf appeal, providing product information and establishing brand image, awareness and increasing sales. (Cateora & Graham, 2002). Research Question What is the influence of product packaging on customer buying decisions and what are the effects of product packaging on market share?. Literature Review Conceptual Reviews Packaging has been defined by many authors in the literature and the various definitions are given in this study According to Keller (2003), packaging involves the activities of designing and producing containers or wrappers for a product He concludes that packaging like other elements, must achieve a number of objectives from the perspective of both the firm and consumers namely, identity of brand; convey descriptive and persuasive information; facilitate product transportation and protection; assist at-home storage and aid product consumption. The research findings show that a significant and positive relationship lies between the independent variable, attractive packaging, value and quality of packaging, impulse purchasing and the dependent variable consumer buying behavior. The data presented, analyzed and interpreted were based on the retrieved questionnaires
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