Benin Metropolis

This study examined the influence of packaging on the patronage of fast food products in Benin metropolis. The objective of the study was to suggest ways in which patronage of fast food in Benin City will be improved. The theoretical construct and model were derived from “Howard Sheth Model”, Customers satisfaction theory by Henry Dixon (1999), and cognitive Dissonance Theory. The survey design was used in the study. The instrument for data collection was a researcherstructured questionnaire. The sample size was determined using the Taro Yamane formula, A sample of 390 respondent was selected through a simple random technique from 9 zones. The population of the study was 429,000 being the estimated population of Benin in 2018. The data generated were presented and analyzed using frequency table and simple percentages. The study revealed that packaging influenced Benin Residents patronage of fast food products. It was discovered that attractive colours on packs; graphic designs; package design; text; size; package materials and shapes greatly contributed to the increase in patronage of these products. A further finding revealed that socialization, beautification of packs, price, well spelt out nutritional benefits of the product, expiration period, proximity, cost, family-craving, convenience contributed to the increase in patronage of these products. It was therefore recommended that fast food operators should pay considerable attention to the packaging of their products to boost and sustain patronage