RELATIONSHIP BETWEEN PRODUCT PACKAGING AND CONSUMER PATRONAGE OF ORAL B TOOTHPASTE IN UYO METROPOLIS

This study examined the influence of packaging attributes—color, design, and texture—on consumer patronage of Oral B toothpaste in Uyo Metropolis. Three hypotheses were tested to understand the relationships between these packaging elements and consumer behavior. The findings revealed that all three attributes had statistically significant relationships with consumer patronage, though their effects varied in magnitude. The first hypothesis (Ho1) focused on the relationship between color and consumer patronage. The results indicated a small positive relationship, with a statistically significant p-value (p < 0.05). This suggests that the appeal of the color of the packaging has a slight but meaningful effect on consumer decisions to purchase Oral B toothpaste. The second hypothesis (Ho2) investigated the role of design in consumer patronage. Despite a small coefficient, the design of the packaging had a significant impact on consumer behavior, supported by a statistically significant p-value (p < 0.05). However, the effect of design was weaker compared to other packaging attributes. The third hypothesis (Ho3) explored the effect of texture on consumer patronage. The results demonstrated the strongest relationship, with texture showing a pronounced positive impact on consumer behavior. The p-value confirmed its statistical significance, indicating that texture has the most significant influence among the packaging attributes studied. In conclusion, the study suggests that packaging attributes—color, design, and texture—play a crucial role in influencing consumer decisions. While all three factors have significant relationships with consumer patronage, texture emerged as the most influential factor in driving consumer choices for Oral B toothpaste in Uyo Metropolis. These findings underscore the importance of effective packaging design in marketing strategies, particularly in competitive markets where consumer choices are heavily influenced by product presentation.