ABSTRACT

The research was an extensive study on the effect of packaging on the profitability of selected consumer goods in Umuahia North, Abia State. The objectives of the study were to analyze the effect of colour on company sales growth; to examine the effect of design on customer patronage and to ascertain the effect of labelling on customer perception. A sample size of 133 was adopted for the study through a simple random sampling method. Data for the study were mainly from primary sources and these were collected through the aid of a well-structured questionnaire administered to the respondents. The data were analyzed using multiple regression model for objective one, spearman's rank order for objective two and objective three were analyzed using correlation model. The study findings were that colour, shape, design and labeling were the significant sectors of packaging that influenced profitability. However, the study recommended that product branding, product differentiation should be taken seriously in the production of consumer goods to enhance effective and efficient marketing with strategic market segmentation which will enhance better customer satisfaction, secondly, strategic plan should be put in place to achieve effective product positioning and producers should stress more on products attributes such as shape, colour, quality etc so as to attract preference to their product against that of the competitors.