The study appraised the effect of product packaging on consumer patronage of Cadbury Plc Nigeria; and examined the effect of product packaging on market share of Cadbury product in Nigerian. Primary data were sourced for the study. The data were obtained through administration of a questionnaire to 154 respondent of Cadbury in Nigeria. simple random technique was also used in selecting management staff of the organisation. These respondents were in the positions to supply the type of information needed for this study. Data collected were analyzed using simple percentages, frequencies distribution, mean, standard deviation and median; and regression analyses. The results of the analysis revealed as indicated by the respondents that product packaging has s significant effect on consumer patronage. This is shown in response as 50% of the respondents in the survey agreed that consumer buying behavior is been influence by product packaging. This is also shown in response as 50% of the respondents in the survey Strongly agreed that product packaging influence the performance of an organization. This study further showed that product packaging has the ability to increase the sale of an organization as showed in response as 60% of the respondents agreed that packaging has a positive relationship with sale volume of an organization. From the findings, in the Hypothesis 1, F stats of 28.772 was obtained. This was significant as the p value is less than 0.05. From the findings, Hypothesis 2, F stats of 26.865 was obtained. This was significant as the p value is less than 0.05. The study concluded that Product packaging has been found to have favorable effect on consumer patronage and consumer purchasing decision as well as increasing the sales of an organization. Thus, product packaging should be seen as inevitable tools in an organization, small, medium and large scale enterprise. However, before this could be achieved, a thorough market survey should be undertaken in other to achieve the desired result. The study recommends that Management should consult with the marketing, sales and production department on the kind of packaging tools which will be effective and attractive enough and the one that is cost effective.
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In-Text Citation: (Benjamin, Ajisafe, Adare, & Ayodele, 2019)
To Cite this Article: Benjamin, F. S., Ajisafe, T., Adare, A. C., & Ayodele, O. H. (2019). Products Packaging and Its Effects on Consumer Patronage of Cadbury Plc Nigeria. International Journal of Academic Research in Business and Social Sciences, 9(7), 590–613.
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