The Relationship Between Packaging and Consumers Purchase Intention (A Case Study of Nestlé Nigeria Product)

Abstract

This study investigated the effects of packaging on consumer purchasing intention, using Nestle Nigeria Plc as a case study. The objectives are to assess the degree to which packaging influence consumers purchase intention, to determine the rate at which packaging creates attention,. to know if package attracts customers attention to particular brand, enhances its image and influences consumer’s perceptions about the product, and to examine the effect of poor packaging on purchase intention of consumers and level of market share of an organisation.
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