Effect of Product Package on Brand Involvement in Consumer Goods Markets of Lagos State Nigeria

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dc.contributor.authorKesinro Olalekan Rasheed
dc.contributor.authorOjo James Olanipekun
dc.contributor.authorAkinsunmi Adedayo Sydney
dc.date.accessioned2026-10-15T09:58:18Z
dc.date.available2026-10-15T09:58:18Z
dc.date.issued2015
dc.description.abstractThe 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.
dc.identifier.citationKesinro, 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.
dc.identifier.urihttps://repository.crawforduniversity.edu.ng/handle/123456789/1448
dc.language.isoen
dc.publisherAmerican Journal of Marketing Research
dc.relation.ispartofseries1; 3
dc.titleEffect of Product Package on Brand Involvement in Consumer Goods Markets of Lagos State Nigeria
dc.typeArticle
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