EFFECT OF PACKAGING ON CONSUMERS PURCHASE DECISION (STUDY OF CONSUMERS GOODS IN CALABAR, METROPOLIS, CROSS RIVER STATE NIGERIA)

Study is about, effect of packaging on consumers purchase decision on consumers. This study is about, effect of packaging on consumers goods in Calabar metropolis Cross River State Nigeria. The specific objectives are to examine the effect of quality of packaging material, brand image and printed information on consumers purchase decision of consumers goods in Calabar Metropolis Cross River State Nigeria. The researcher developed three research questions and hypotheses to guide the study. A survey research design was utilized for the study. 1208 consumers in Calabar metropolis constituted the population of the study from which a sample size of 300 was derived with the aid of Taro Yamane formula. Findings revealed that quality of a product and brand image has a positive impact on consumers purchase decision. Furthermore, findings also revealed that printed information have a significant positive relationship with consumers purchase decision. It was concluded that the quality of packaging material of the product is important in the decision buying process, the brand image is also important during the buying process and printed information impacts consumer purchase during the buying process. These factors are essential in promoting the buying decision of consumers. The study further concluded that there are some other factors that promoted the customers' buying behavior. In line with the findings, the study recommended that packaging and quality of product as a matter of necessity should be included as a major policy decision in organization. As this will help them compete with other similar products from within and outside the country, and promote customer purchase decision. However, to be able to be sustainable in present day competitive and computerized market, firms should be able to balance both packaging and quality to meet the level of cost they want as well as building customers confidence and loyalty. It was also recommended that a strong brand image is more important and as such the company should work to keep its brand image strong for sell.