The Relationship Between Packaging and Consumers Purchase Intention (A Case Study of Nestlé Nigeria Product)
Abstract
Survey research design was adopted for this study. Primary and secondary sources of data were used. The primary data include a structured questionnaire used to elicit information from the target respondents who were customers of Nestle Nigeria Plc. while the secondary data encompass the use newspapers, books, journals or periodicals, a total of 325 respondents were selected for the study using random sampling technique. Multiple regression analysis and t-test were used to test the hypotheses that were generated for the study at 0.01 significant levels.
The findings showed that that 1% shift in packaging (as a whole) will result in 88.9% shift in consumer purchase intention. Also there is significant relationship between picture quality and customer purchase intention. The study reveal that a 1% shift in picture quality will result in 85.2% shift in customer purchase intention. The analysis further shows that labelling, colour combination and picture quality (as an elements of packaging) will jointly and independently predict consumer purchase intention given the respective results, Picture quality (β = .563, P < .01), Colour combination (β = .292, P < .01), Labelling (β = .329, P < .01), in the analysis based on the findings of the study, it was concluded that packaging is an engine that propel uniqueness of a product in the market, the picture quality and other attributes of packaging stand out amongst other products so as to draws attention of customers. More so, packaging attracts consumers’ attention particularly when consumers are not very familiar with the brands.
Key words: Consumer; Packaging; Relationship; Consumer purchase intention
Keywords
Full Text:
PDFDOI: http://dx.doi.org/10.3968/%25x
Refbacks
- There are currently no refbacks.
Copyright (c)
Reminder
- How to do online submission to another Journal?
- If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:
1. Register yourself in Journal B as an Author
- Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.
2. Submission
- Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.
We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: caooc@hotmail.com; ibm@cscanada.net; ibm@cscanada.org
Articles published in International Business and Management are licensed under Creative Commons Attribution 4.0 (CC-BY).
INTERNATIONAL BUSINESS AND MANAGEMENT Editorial office
Address: 1055 Rue Lucien-L'Allier, Unit #772, Montreal, QC H3G 3C4, Canada.
Telephone: 1-514-558 6138
Website: Http://www.cscanada.net Http://www.cscanada.org
E-mail: caooc@hotmail.com
Copyright © 2010 Canadian Research & Development Centre of Sciences and Cultures