IMPLICATIONS OF PRODUCT PACKAGING ON CUSTOMER PATRONAGE OF LOCALLY PROCESSED OASIS BREAD IN KANO METROPOLIS
Iweama Vincent Okwudili, PhD and Ifediba Emmanvitalis Emeka, PhD
Volume 7 Issue 1
Abstract
The study focused on the implications of product packaging on customer patronage of locally processed Oasis Bread in Kano Metropolis. It examined the effects of product packaging design on customer patronage; determine the effects of colour of product packaging on customer patronage among others. Survey research design was adopted for the study. A structured questionnaire of 5 points likert scale was used. The reliability of the instrument was analyzed using Cronbach Alpha and Spearman rank order correlation coefficients at 0.825 and 0.782 respectively. The paper concludes that product packaging forms such as product design, colour of product packaging, quality of product content and product material all have significant positive correlations on customer patronage of locally processed Oasis bread in Kano metropolis. It recommends attractive, sparkling design and high quality products among others.
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