ABSTRACT

This is an explanatory research which sought to determine packaging as an influencing factors in the purchase of Beer which has robbed firm of higher profitability, which can be achieved if proper packaging is been applied. Consumers of Beverage/Brewery products in most cases evaluate the quality of a particular brand by concept of its package in relation to the brands. Thus the important question to ask at this point is has Nigeria Brewery been able to identify that their customer actually need in terms of packaging. The research tries to ascertain how packaging can assist in advancing the company's sales profit goals, also to identify what variable's the consumer prefer most in packaging in terms of colures, shape, size and quality and also to identify the usefulness of packaging in consumer satisfaction. The research made use of survey method of data collection to generate data for the study and the correlation coefficient (rxy) was used for hypothesis testing. Field survey was also used to determine the validity of the hypotheses adopted for this study. The findings revealed that packaging provides customers with relevant and accurate information, enhances product sales, influences customers purchase, leads to customer's loyalty, reduces spoilage and extends the product's life cycle. The findings made led to the conclusion that the success of the firm especially those in beverage business depends on the adoption of the marketing concept as the recognition of packaging as one of the promo tools and also recommend firms to improve on the packaging system so as to improves sales.