Influence of Packaging on Consumer Buying Behaviour of Fast Moving Consumer Goods
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Abstract
The study investigated influence of packaging on consumer buying behaviour (CBB) of fast moving consumer goods (FMCG). Goods selected for this study were beverage brands. Namely, Bournvita, Milo and Ovaltine. The specific objectives of the study were to: examine
customers’ perception of packaging elements; ascertain the relationship between packaging elements (visual, structural and informational) and CBB; and find out if consumer demographics significantly influence CBB of the selected beverage brands. To achieve these objectives, a correlational and ex post facto design was adopted for the study. The research instrument – a questionnaire –was administered to respondents drawn
from these locations Ugbowo, Benin City and Airport Road, Warri, Delta State. Of the four hundred (400) questionnaires distributed, three hundred and eighty-five (385) were found to be usable. Data obtained were coded and analysed using descriptive and inferential statistics. The study found that of the various packaging elements, only the structural dimension (material, shape and size) had a significant relationship with consumer buying behaviour for the selected beverage brands: Bournvita, Milo and Ovaltine. Beverage manufacturers must therefore attend to these issues if they desire consumers to be favourably disposed to buying their products.
customers’ perception of packaging elements; ascertain the relationship between packaging elements (visual, structural and informational) and CBB; and find out if consumer demographics significantly influence CBB of the selected beverage brands. To achieve these objectives, a correlational and ex post facto design was adopted for the study. The research instrument – a questionnaire –was administered to respondents drawn
from these locations Ugbowo, Benin City and Airport Road, Warri, Delta State. Of the four hundred (400) questionnaires distributed, three hundred and eighty-five (385) were found to be usable. Data obtained were coded and analysed using descriptive and inferential statistics. The study found that of the various packaging elements, only the structural dimension (material, shape and size) had a significant relationship with consumer buying behaviour for the selected beverage brands: Bournvita, Milo and Ovaltine. Beverage manufacturers must therefore attend to these issues if they desire consumers to be favourably disposed to buying their products.
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