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.
EWA, E (2022). Effect Of Packaging And Branding On Consumer Buying Behaviour Of Selected Pasta Products In Abia State, Nigeria. Mouau.afribary.org: Retrieved Dec 23, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-packaging-and-branding-on-consumer-buying-behaviour-of-selected-pasta-products-in-abia-state-nigeria-7-2
EWA, EWA. "Effect Of Packaging And Branding On Consumer Buying Behaviour Of Selected Pasta Products In Abia State, Nigeria" Mouau.afribary.org. Mouau.afribary.org, 06 Oct. 2022, https://repository.mouau.edu.ng/work/view/effect-of-packaging-and-branding-on-consumer-buying-behaviour-of-selected-pasta-products-in-abia-state-nigeria-7-2. Accessed 23 Dec. 2024.
EWA, EWA. "Effect Of Packaging And Branding On Consumer Buying Behaviour Of Selected Pasta Products In Abia State, Nigeria". Mouau.afribary.org, Mouau.afribary.org, 06 Oct. 2022. Web. 23 Dec. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-packaging-and-branding-on-consumer-buying-behaviour-of-selected-pasta-products-in-abia-state-nigeria-7-2 >.
EWA, EWA. "Effect Of Packaging And Branding On Consumer Buying Behaviour Of Selected Pasta Products In Abia State, Nigeria" Mouau.afribary.org (2022). Accessed 23 Dec. 2024. https://repository.mouau.edu.ng/work/view/effect-of-packaging-and-branding-on-consumer-buying-behaviour-of-selected-pasta-products-in-abia-state-nigeria-7-2