ABSTRACT

 This research work is centered on Effect of Product Packaging on Consumer Patronage of Toothpaste in Ikwuano Local Government Area, Abia state, Nigeria. The specific objective of the study is to examine the influence ofproduct size on consumer purchase intention, examine the impact ofproduct colour on consumer purchase intention, evaluate the effect of product quality on consumer purchase intention, ascertain the effect oflabeling on consumer purchase intention, ascertain the relationship between toothpaste package design and consumer patronage in the study area. The methodology adopted for the study was based on descriptive survey, it was observed that there are a few necessities or consumables that consumers of all ages, sex or status cannot do without - such as toothpaste. Consumers are bombarded with too many choices of product brands to use, one of which is toothpaste. The study investigated the effects of Product Packaging on Consumer Patronage of Toothpaste in Ikwuano Local Government Area of Abia State, Nigeria. Result from the socio-economic characteristics of the toothpaste consumers shows that a total of 50.9% of the toothpaste consumers were males; while the remaining 49.1% were females. Marital status of the respondents shows that approximately 39.09% of the sampled toothpaste consumers were single, while 37.27%, 14.54% and 9.09% represent married, divorced and widowed respondents separately. The Pearson Correlation Coefficient between Toothpaste quality and consumer purchase intention shows that there is a significant positive relationship between the two variables. The result of the analysis shows that the higher the excellent packaging quality ofthe toothpaste, the higher the consumers purchase intention. By implication, it can be deduced that a 1% shift/increase in toothpaste package quality will result in 90.1% shift/increase in consumers purchase intention. It has been established from the study that toothpaste size and consumer purchase intention were found to be positively linked; thus reducing one entails the reduction of the other. Hence, it could be indicated that toothpaste packaging size influences the consumers purchase intention. This could be as a result of the fact that many consumers might like larger product quantity and quality at the same price or at lower prices. Multiple Regression Result for Toothpaste Packaging and Consumer Patronage shows that toothpaste labeling and consumer purchase intention were found to be positively linked; thus, reducing one entails the reduction of the other. Hence, it could be inferred that exceptional toothpaste packaging labels influences the consumers purchase intention. Since packaging has become a primary vehicle for communication and branding of toothpaste, toothpaste manufacturers are therefore enjoined to design high quality package. There should be evaluation and re-evaluation of the quality of their packages in order to explore all the opportunity accrued to packaging concept through policy formulation and implementation.