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Perceived Influence of Product Packaging on the Purchase Decisions of Students in a Nigerian University

Authors: AJILORE Kolade , & Ogunwemimo Oluwafisayo

Publication Type: Journal article

Journal: Journal Of Communication And Media Research

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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 it. In
addition, respondents’ knowledge of carbonated drinks was accountable for increase in patronage (p<0> as well as brand loyalty (p<0> ensure that they disseminate accurate information on the product labels as it predicates patronage. They should
leverage on other packaging elements in order to increase their brand survival.

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AJILORE,K. Ogunwemimo,O. . (2018). Perceived Influence of Product Packaging on the Purchase Decisions of Students in a Nigerian University, 10 (), 1-1.

AJILORE,K. Ogunwemimo,O. . "Perceived Influence of Product Packaging on the Purchase Decisions of Students in a Nigerian University" 10, no (), (2018): 1-1.

AJILORE,K. and Ogunwemimo,O. and . (2018). Perceived Influence of Product Packaging on the Purchase Decisions of Students in a Nigerian University, 10 (), pp1-1.

AJILOREK, OgunwemimoO, . Perceived Influence of Product Packaging on the Purchase Decisions of Students in a Nigerian University. 2018, 10 ():1-1.

AJILORE,Kolade , and Ogunwemimo,Oluwafisayo . "Perceived Influence of Product Packaging on the Purchase Decisions of Students in a Nigerian University", 10 . (2018) : 1-1.

A.Kolade & O.Oluwafisayo , "Perceived Influence of Product Packaging on the Purchase Decisions of Students in a Nigerian University" vol.10, no., pp. 1-1, 2018.

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