Product Packaging Characteristics and Consumer Buying Decision of Bread Brands in Delta State, Nigeria

Abstract

Product packaging is a marketing tool primarily designed to hold and protect firm product’s image in the mind of the consumers. In recent times, firms are gradually realizing the efficacy of good packaging so as to elicit and create immediate consumer recognition of a brand.  To this end, this study investigated the influence of product packaging on consumer buying decisions of brands of bread in Delta State. The specific objectives were to investigate the influence of product package emotional appeal, product package workability, and product package size on consumer buying decisions on brands of bread in Delta State. The study adopted a descriptive research design using a survey research method. The population of the study comprised the consumers of brands of bread in Delta State. The sample size was 384 consumers which was derived using the Cochran sample determination. A structured questionnaire was used as an instrument of data collection for the study. Findings of the study showed that product package workability and product package size have positive and significant influence on consumer buying decisions of bread brands in Delta State. The study also found that product package emotional appeal does not have a significant influence on consumer buying decisions on brands of bread in Delta State of Nigeria. Based on these findings, the study concludes that product packaging has a positive effect on consumer buying decisions on brands of bread in Delta State, Nigeria. The study recommended amongst others that brand managers and dealers should continue to maintain and also invest more on the functional attributes of the bread package for improved consumer repurchase decisions.