Cardinal Issues In Product Package Research And Their Impact On Consumer Loyalty ( A Study Of Nigeria Breweries Plc)

ABSTRACT

The general objective of this study is to determine the effect of product packaging of selected companies in the food and beverage industry in Nigeria. On this objective, a survey method was adopted by using questionnaire to obtain responses from sample of 200 consumers of Nigeria Breweries product selected by convenience random sampling method. Objective one (I} and two (2) were analysed with 't' test, objective four (4) was analysed by analysis of variance (ANOVA). Rank order correlation coefficient was used to analyse the hypotheses formulated for the study. The findings reveals that product attractiveness does not reasonably influence nor encourage consumer loyalty. The researcher has therefore; recommended that firms should research to know governmental policies affecting packaging so as to abide by it, meet up international packaging standard in order to get optimum benefit of quality packaging .