ABSTRACT

The main objective of this study was to examine the effect of packaging and branding on consumer buying behaviour of selected pasta products in Abia State, Nigeria. The specific objectives of the study were to: examine the effect of packaging elements (colour, size, wrapper design) on customer patronage of selected pasta products in Abia State, Nigeria: ascertain the effect of brand name, brand image and brand association on customer repeat purchase of selected pasta products in Abia State, Nigeria; examine the effect of consumer brand awareness, brand experience and brand knowledge on customer patronage of selected pasta products in Abia State, Nigeria; and to determine the effect of package label, brand benefit and brand equity on customer repeat purchase of selected pasta products in Abia State, Nigeria. AH customers of the selected pasta products in Umuahia, Abia State of Nigeria formed the population of the study. The sample size for the study was 380 customers of the selected pasta product in the study area. The study analysed field data according to the stated objectives of the study. AH analyses and test of hypotheses were done with multiple regression, model. The electronic software used was the SPSS software version 20.0. Findings revealed that packaging colour, packaging size and wrapper design are significant and positive factors affecting customer patronage of selected pasta products in the study area. The study also revealed that brand name, brand image and brand association affect customer repeat purchase of selected pasta products in the study area. Brand awareness and brand knowledge were positive and significant factors affecting customer patronage of selected pasta products in the study area. The study recommended that pasta products manufacturers should develop innovative packages. They should also lay more emphasis on visual package elements and aesthetic components which should be soothing for the eyes. Pasta products manufacturing firms should strive to build strong brand equity through their brand names. All pasta manufacturing firms should pay attention to good product packaging using a combination of enticing elements. They should remember that poor packaging is one of the causes of product failure in the market. Thus, necessary packaging standards must be set and implemented accordingly for better protection and promotion of pasta products.