Influence of coffee packaging on consumer purchase decision

Abstract

Packaging plays an important role in the marketing of not only company's offering but also corporate image. It is in consideration of this basic fact that good product packaging is advanced. It is a fact that most packages in the Nigerian market have been deceptive and labels do not carry sufficient information concerning the product content, usage and storage. This packaging defect is traceable to the fake products and the aggressive need for profit making on the part of manufacturers. One has discovered that packaging is an important marketing tool, which should not be overlooked since effective packaging produces fortune to the company. Through the review, one discovered that the success of most products especially the newly launched ones largely depend on the amount of packaging directed towards it. The Nigerian consumer has grown both in education and awareness. To this effect, manufacturers should emphasize on those aspects of packaging characteristics that attract the consumers in order to enhance the product choice. The benefit of product packaging touches both the consumer and the manufacturer. The consumer benefits in terms of after use benefits of the packaging and satisfaction derivable. The manufacturer benefits in terms of enhanced corporate image coupled with abundant product sales. Besides, packaging gives family semblance to products from the company's product line. In line with the observation of this work, it is hereby suggested that manufacturers give priority attention to their packaging. This is a surer way of selling not only their products but their unassailable corporate image. The author also recommends that government should strengthen its agencies charged with the protection of consumers' rights and by so doing government intervention will be noticeable.