PERCEIVED INFLUENCE OF ABF-3 ANTIFUNGAL CREAM PRODUCT PACKAGING ON THE PURCHASE DECISION OF UNIVERSITY OF IBADAN UNDERGRADUATES

ABSTRACT This study examined the perceived influence of ABF-3 antifungal cream product packaging on the purchase decision of University of Ibadan undergraduates. The objectives is to identify the usage pattern of ABF-3 antifungal Cream among University of Ibadan undergraduates, to assess the factors that predisposes University of Ibadan undergraduates to use ABF -3 Antifungal cream, to examine the perceived influence of ABF-3 anti fungal cream product packaging on the purchase decision of University of Ibadan undergraduates. The theories employed were Perception theory and Uses and Gratification theory. The research methodology used for this study was descriptive survey while the instrument was questionnaires used to collect relevant information from the population, however a total of four hundred copies of questionnaire were administered and the simple random sampling technique was used to select the respondents. The data gathered were analysed using Statistical Package for Social Science (SPSS v21) in form of tables, percentages and frequency count.The findings disclosed a majority of users (55.3%) find the packaging attractive, which may influence their decision to purchase the product. From this study, 39.4% reported that the colour and design caught their attention. Also, not many students 37.7% of users, agreed that ABF-3 is more effective because of how it is packaged, and a small number of students, 35.6%, stated they would recommend it partly due to its packaging. The study concluded that , packaging design, particularly its attractiveness, color, and design, plays a significant role in influencing purchase decisions for ABF-3 antifungal cream. the study recommend that the product Quality should also be maintained in order to allow for higher customer satisfaction and more repeated purchase.