THE INFLUENCE OF PACKAGING ON THE MARKETING OF AGRICULTURAL PRODUCTS (A STUDY OF DARUL-SALAM AGRICULTURAL MIXTURE, OSOGBO, OSUN STATE)

This study explores the influence of packaging on the marketing of agricultural products, focusing on Darul Salam Agricultural Mixture in Osogbo, Osun State, Nigeria. The research aims to determine how packaging attributes—such as color, shape, design considerations, and size—affect consumer perception and buying behavior. Key objectives include assessing whether consumers associate packaging color with product quality, the impact of package shape on purchasing decisions, the role of packaging design in producers' decisions, and the influence of packaging size on consumer perception. A descriptive and causal research design was employed, utilizing survey methods to collect data from a sample of 117 respondents, including staff and customers of the case study organization. Data analysis was conducted using simple percentage and regression techniques. Results indicate a significant positive influence of packaging on consumer perception of agricultural products, with a strong correlation coefficient (r = 0.259) and a highly significant F-statistic (p < 0.05). Additionally, findings show that consumers do associate packaging color with product quality (r = 0.301, p < 0.05), underscoring the importance of color in shaping consumer perceptions. The study concludes that packaging plays a critical role in marketing agricultural products, influencing both consumer perception and purchase decisions. These insights can help agricultural producers improve packaging strategies to enhance consumer appeal and market competitiveness.