IMPACT OF PRODUCT PACKAGING ON CONSUMER BUYING DECISION
Abstract
This study investigates Impact of Product Packaging on Consumer Buying Decision Data for the study was collected using questionnaire for the selected occupation in Jos metropolis. For the period of 2020 to 2024 which was food and beverage industry in Jos, Plateau State. The study employs survey design and the data collected were analyzed using descriptive statistics to provide summary statistics for the variables and correlation analysis is also carried out using Pearson Product Correlation technique to assess the correlation between the dependent and independent variables. GLS regression is used in testing the study hypotheses using SPSS software. The study reveals that Packaging segmentation, packaging attractive and packaging differentiation have significant effect on Customer buying decision in packaged foods and beverage products in Jos metropolis. The study therefore recommends Producers should invest in high-quality, visually appealing packaging that uses appropriate colors, shapes, and labeling to attract attention. Packaging should be both aesthetically pleasing and functional to meet the expectations of diverse consumers
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