INFLUENCE OF PRODUCT PACKAGING ON CONSUMER PATRONAGE OF COCA-COLA NIGERIA PLC BRAND A STUDY OF FEDERAL POLYTECHNIC STUDENTS EDE
Abstract
ABSTRACT
This study examined the influence of product packaging on customer patronage of Coca-Cola Nigeria PLC products among Federal Polytechnic Ede students. The objectives of the study were to examine the impact of product packaging on customers’ buying decisions, assess the influence of product packaging on repeat purchase decisions of customers, evaluate the effect product packaging on customers brand loyalty of Coca-Cola Nigeria PLC products and evaluate the various packaging strategies employed by Coca-Cola Nigeria PLC to enhance customer patronage. Descriptive survey research design was employed to gather data through a structured questionnaire to a total population of 211 employees of Coca-Cola Nigeria PLC. The data collected were analyzed using descriptive statistics, including frequency counts and simple percentage. Also, linear regression analysis was used to test the hypotheses stated in the study. Findings of the study revealed that product packaging has significant impact on customers’ buying decisions, repeat purchase decisions of customers as well as on customers brand loyalty of Coca-Cola Nigeria PLC products. Furthermore, the effective packaging strategies employed by Coca-Cola Nigeria PLC to enhance customer patronage were revealed and they are; eco-friendly packaging, protective packaging informative packaging branding-focused packaging and seasonal or promotional packaging. The study concluded that product packaging is a critical factor that businesses cannot afford to overlook and therefore, for Coca-Cola Nigeria Plc, effective packaging strategies have not only attracted new customers but have also retained existing ones, reinforcing the company's brand equity and ensuring continuous market success. Lastly, the study recommended among other things that Coca-Cola Nigeria Plc should continuously invest in innovative and attractive packaging designs that align with changing consumer tastes and preferences and that the company should regularly conduct market research to understand evolving customer preferences regarding packaging
Keywords: Product packaging, Customer patronage, Customers purchase decisions, Brand loyalty, Customers
Word Count: 297
Full-Text Access Notice
In accordance with the NERD Policy on promoting peer-reviewed publication, public access to the full text of a project, thesis or dissertation is restricted for three years, allowing the author and supervisors sufficient time to pursue peer-reviewed publication.
During this period, researchers with legitimate academic or research purposes may request authorisation directly from the author to enable NERD to release the indexed full texts of the work using the form below.