PRODUCT PACKAGING AND CUSTOMER PATRONAGE OF ORAL-B TOOTHPASTE IN AKWA IBOM STATE UNIVERSITY, OBIO AKPA CAMPUS

The study examined the effect of product packaging on customer patronage of Oral B toothpaste at Akwa Ibom State University, (AKSU), Obio Akpa Campus. The independent variables product packaging was proxied by packaging information, packaging convenience and packaging attractiveness (X) while the dependent variable (Y) was maintained as customer patronage of Oral B toothpaste. The researcher adopted survey research design. The population of the study covered all the undergraduate students (4627) in Akwa Ibom State University, (AKSU). Taro Yamane formula was used to realizes 370 sample size for the study. Undergraduate students were used as respondents of the study. And questionnaire was the major instrument for data collection. The data were analyzed with descriptive statistics (mean, frequency and percentage) and inferential statistics (simple linear regression model). The result revealed that: there is significant relationship between packaging information and customers’ patronage of Oral-B toothpaste in AKSU, Obio Akpa Campus. Also, there is positive and significant relationship Between packaging convenience and customers’ patronage of Oral B toothpaste in AKSU, Obio Akpa Campus. And there is positive and significant relationship between packaging attractiveness and customers’ patronage of Oral-B toothpaste in AKSU, Obio Akpa Campus. In conclusion, product packaging significantly affects customer patronage of Oral-B toothpaste at Akwa Ibom State University, (AKSU), Obio Akpa Campus. The researcher recommended that, a product looks very attractive when properly labeled. Package tagging provides vital information to the consumers, information that will protect them against adulteration or imitations. Oral-B should ensure that its package information is not deceptive, they should provide all the necessary information in their package labels, this will promote customers’ patronage.