Product Package as Determinant of Brand Loyalty in Food and Beverages Markets of Lagos State, Nigeria

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dc.contributor.authorKesinro Olalekan Rasheed
dc.date.accessioned2026-10-09T12:24:52Z
dc.date.available2026-10-09T12:24:52Z
dc.date.issued2015
dc.description.abstractThe main objective of the study is to determine the relationship between package design and brand loyalty in FMCGs markets of Lagos State, Nigeria. The descriptive survey design was adopted for the study. 2374 consumers of packaged food and beverages 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 = 0.320; 0.289; 0.291; 0.368; 0.363) in the food and Beverages Industry and this could be achieved through effective choice of label information, logo, brand size and shape. The study however, recommended that marketing practitioners must ensure that product package is consumer – friendly, package design must be done to enhance adequate sensory pleasure and stimulation, aesthetic components should be soothing for the consumers eyes, brand label and logo should be simplified and contain accurate information.
dc.identifier.citationKesinro, O. R. (2015). Product Package as Determinant of Brand Loyalty in Food and Beverages Markets of Lagos State, Nigeria. American Journal of Marketing Research. Vol.1(3). Pg. 150-157.
dc.identifier.urihttps://repository.crawforduniversity.edu.ng/handle/123456789/1446
dc.language.isoen
dc.publisherAmerican Journal of Marketing Research
dc.relation.ispartofseries1; 3
dc.titleProduct Package as Determinant of Brand Loyalty in Food and Beverages Markets of Lagos State, Nigeria
dc.typeArticle
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