EFFECT OF PRODUCT PACKAGING DESIGN AND GRAPHICS ON CONSUMERS’ CHOICE OF BREAD BRANDS IN ABUJA METROPOLIS, NIGERIA
Iyaji Eleojo Inekwe, C. I. Okeke, PhD and Ibrahim yusuf Ohida, PhD
Volume 11 Issue 1
Abstract
This study set out to determine the effect of packaging on consumers’ choice for bread brands in Abuja metropolis. Specifically, the study examined the effect of product packaging design and graphics on consumers’ choice of bread brands in Abuja metropolis. The study adopted survey research design as the method for collection of the primary data required to test the two formulated hypotheses for the study. Primary data were collected using structured questionnaire that was administered on four hundred and fifty three respondents selected from the infinite population of bread consumers in Abuja metropolis. The data were presented on tables and applied in testing formulated hypotheses using Partial Least Square Structural Equation Modeling. The findings of the study are that packaging design has positive and significant effect on consumers’ choice of bread brands while packaging graphics has positive and insignificant effect on consumers’ choice of bread brand. The study concluded that all the two packaging attributes can be applied in varying proportions in repackaging bread brands for increased consumers’ choice of bread brands in Abuja metropolis. The study recommended that Bread marketers in Abuja should invest in using appealing colors, clear labeling, and high-quality materials that enhance the overall visual appeal and convey product quality. The marketers should also focus on enhancing the graphic elements of their packaging. Keywords: Brand Choice, Bread, Design, Graphics, Packaging
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