Consumers’ Satisfaction with 7up Packaging: an empirical Analysis

Abstract

This study focuses on the lacuna apparently extant because of the, probably, insufficient use of theoretical frameworks to measure and analyze packaging influences on consumers' satisfaction with 7up soft drink in Nigeria. The "VIEW" theory of packaging is the operationalized theoretical framework on which this study rests. Using a structured questionnaire, the influences of the "VIEW" packaging variables on consumers' satisfaction with 7up soft drink were obtained through a survey of a convenience sample of 300 consumers of 7up in Awka, capital city of Anambra State, Nigeria. The data obtained were computer analyzed using multiple regression analysis and analysis of variance (ANOVA) procedures. The study found that the "VIEW" theoretical framework explained about 46% of the variability in consumers' satisfaction with 7up in the study area. Only the Visibility (V) and Information (I) components of the "VIEW" theoretical framework significantly influenced consumers' satisfaction with 7up in the study area. Except for the education segments, the study found significant differences in satisfaction across the age and income segments of consumers of 7up in the study area.