THE ROLE OF TRADE FAIR AND EXHIBITIONS IN THE MARKETING OF COSMETICS PRODUCT A STUDY OF USERS OF SOAP IN PORT HARCOUT
Abstract
This study examines the impact of packaging on consumer buying behavior with particular reference to selected products in Nigeria. The research investigates how elements such as color, design, material, and labeling influence consumers’ perception and decision-making at the point of purchase. Data were collected through questionnaires and analyzed using descriptive statistics. Findings reveal that packaging significantly affects consumer preference and brand loyalty. The study concludes that effective packaging serves not only as a protective medium but also as a strategic marketing tool that enhances product appeal and stimulates purchase decisions. Recommendations include adopting innovative and eco-friendly packaging designs to attract and retain customers.
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