Babcock University Research Portal

PERCEIVED INFLUENCE OF PRODUCT PACKAGING ON THE PURCHASE DECISION OF STUDENTS IN A NIGERIAN UNIVERSITY

Authors: AJILORE Kolade

Publication Type: Journal article

Journal: Journal Of Communication And Media Research

ISSN Number:

Downloads

Views

Abstract

Due to the crucial role that packaging plays in informing and enhancing the aesthetical value of a brand, its essential contribution to marketing cannot be downplayed. With the stiff competition going on among non-alcoholic beverage marketers, it is essential to investigate the role that packaging plays on Babcock university undergraduates’ purchase of these drinks as well as to determine the most significant element in non-alcoholic beverage packaging that influences this choice. This research was anchored on the VIEW model. Using the survey research design, from a population of 5787, the sample size of 220 was drawn with the aid of Saunders, Lewin & Thornhill (2009) formular. A result of 0.806 was derived from the instrument reliability test (Cronbach’s Alpha) while the data obtained were subjected to both descriptive and inferential analysis. The study found that label (28.2%) was the most important element of packaging that influenced respondents’ purchase of carbonated drinks because of the information on n addition, respondents’ knowledge of carbonated drinks was accountable for increase in patronage (p<0>

Key Words: Carbonated Drinks Packaging, Purchase, Knowledge, Brand Loyalty

Access to Documents

External Link
Download
Digital Object Identifier

Keywords

AJILORE,K. . (2018). PERCEIVED INFLUENCE OF PRODUCT PACKAGING ON THE PURCHASE DECISION OF STUDENTS IN A NIGERIAN UNIVERSITY, 10 (), 15-15.

AJILORE,K. . "PERCEIVED INFLUENCE OF PRODUCT PACKAGING ON THE PURCHASE DECISION OF STUDENTS IN A NIGERIAN UNIVERSITY" 10, no (), (2018): 15-15.

AJILORE,K. and . (2018). PERCEIVED INFLUENCE OF PRODUCT PACKAGING ON THE PURCHASE DECISION OF STUDENTS IN A NIGERIAN UNIVERSITY, 10 (), pp15-15.

AJILOREK, . PERCEIVED INFLUENCE OF PRODUCT PACKAGING ON THE PURCHASE DECISION OF STUDENTS IN A NIGERIAN UNIVERSITY. 2018, 10 ():15-15.

AJILORE,Kolade , . "PERCEIVED INFLUENCE OF PRODUCT PACKAGING ON THE PURCHASE DECISION OF STUDENTS IN A NIGERIAN UNIVERSITY", 10 . (2018) : 15-15.

A.Kolade , "PERCEIVED INFLUENCE OF PRODUCT PACKAGING ON THE PURCHASE DECISION OF STUDENTS IN A NIGERIAN UNIVERSITY" vol.10, no., pp. 15-15, 2018.

Access to Documents

Keywords

About Us

Admissions

Contact Us

Policies

ALUMNI

STUDENT POPULATION