INFLUENCE OF PRODUCTS’ PACKAGING AND BRANDING ON CONSUMERS’ BUYING DECISION IN SABON GARI MARKET
Kabiru Musa and Ovosi Bilkisu Mohammed
Volume 9 Issue 2
Abstract
This study has been conducted on influence of packaging and branding of goods and services as a marketing strategy. The study formulated two hypotheses on packaging and branding are independent variables and consumers buying decision is dependent variable. The method used to carry out this study was survey research by administered questionnaire to wholesalers and retailers in Sabon Gari market. The questionnaire was divided into three parts. Part A questions on packaging, part B questions on branding and part C questions on consumer buying decision respectively. The method used for data analysis was multiple regressions by the used of SPSS. And the results indicated that packaging and branding positively influence the consumers buying decision by consumers selecting goods and services from wholesalers and retailers. Keywords: Packaging, Branding, Marketing, Strategy
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