Effect of Product Package on Brand Involvement in Consumer Goods Markets of Lagos State Nigeria
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Date
2015
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American Journal of Marketing Research
Abstract
The objective of this study is to investigate the relationship between package design and customer involvement in brand using the Food and Beverages Industry of Lagos State, Nigeria. The descriptive survey design was adopted for the study. 2374 consumers of packaged food products were proportionally sampled across the 20 local government areas of Lagos State. Questionnaire was the main instrument for data collection rated on a 6 – point Likert scale. Data were analysed using the descriptive statistical techniques of Pearson Product moment correlation (r) and Simple Regression Analysis. The results of the study revealed that package design significantly influence customer involvement in a brand (p < 0.05, R = 0.501; R2 = 0.251) and this can be achieved through effective choice of label information, logo, brand size and shape which are all ingredients and attributes of good package design for a brand. It was recommended that aesthetic components of the product package should be soothing for the eyes of the consumers to enhance good point – of – purchase appearance.
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Citation
Kesinro, O. R. Ojo, J. O., and Akinsunmi, A. S. (2015). Effect of Product Package on Brand Involvement in Consumer Goods Markets of Lagos State Nigeria. American Journal of Marketing Research. Vol. 1(3). Pg; 193-200.