EFFECT OF PACKAGING ON CONSUMER BUYING CHOICE OF SELECTED CONSUMER GOODS: A STUDY OF AQUA VINCAL WATER, MAKURDI, BENUE STATE

ABSTRACT The study examines the effect of packaging on consumer buying choice of selected consumer goods: A study of Aqua Vincal Water in Makurdi, Benue State. The survey design was employed. The population of this study constitute all distributors of Bottled and Sachet Water which was within the geographical sampling technique which is a non-probability sampling sample of 134 respondents. In this study both the primary and secondary data were used. Questionnaire are produced and administered to customer buying choice of selected consumer goods in Makurdi was used and administered for the collection of data from the respondents. The data collected were processed electronically using Statistical Packages for Social Sciences (SPSS Version 22). The statistical test used in the testing of the hypotheses was Pearson Product Moment Correlation Coefficient. The study found a significant relationship between packaging colour, packaging material and packaging font style and consumer buying choice of selected consumer goods in Makurdi, Benue State. Based on the findings of the study, we recommended that consumer goods manufacturing firms should focus much of their attention on Colour and Labelling of their products so that their market share can be increase, because colour and label attract attention of market people, it is recommended that the organization should not relent in its packaging material efforts as these have been found to be very useful in attracting customers for purchase trials and organizations should pay attention to the font style used. The font style used on the label and its value has to be highlighted while promoting the product in the market and must also be more useful technically.