EFFECT OF BRANDING AND PACKAGING ON CUSTOMER’S PURCHASE DECISIONS (A STUDY OF KOKODOME, IBADAN)

The study examined the effects of branding and packaging on customers purchase decision in KOKODOME, Ibadan. As noted by Dano and Odumten (2009), in Nigeria, as in the African continent, most locally produced products cannot compete with imported products due to defective packaging. The broad objective of the study is to investigate how consumer purchasing decisions for various fast foods in KOKODOME, Ibadan The study adopted a descriptive research design using survey techniques. The study finds out that the way product information is presented on packaging, including visuals, logos, and easy-to-read text, can also influence buying decision The study concludes that packaging affects the cost of a product. The study found that manufacturers can raise prices if their packaging is attractive and of good quality. The study recommends that proper attention should be given to all elements of packaging to facilitate positive purchasing decisions by the consumers and product packages should be unique, attractive, cultural conformity, easy handling, protective, to ensure good product brand image.