INFLUENCE OF PACKAGING ON CONSUMER PURCHASE DECISION

Abstract

Packaging plays an important role in the marketing of not only company’soffering but also corporate image. It is in consideration of this basic fact that good productpackaging is advanced. It is a fact that most packages in the Nigerian market have beendeceptive and labels do not carry sufficient information concerning the product content, usageand storage. This packaging defect is traceable to the fake products and the aggressive needfor profit making on the part of manufacturers. One has discovered that packaging is animportant marketing tool, which should not be overlooked since effective packaging producesfortune to the company. Through the review, one discovered that the success of most productsespecially the newly launched ones largely depend on the amount of packaging directedtowards it. The Nigerian consumer has grown both in education and awareness. To this effect,manufacturers should emphasize on those aspects of packaging characteristics that attract theconsumers in order to enhance the product choice. The benefit of product packaging touchesboth the consumer and the manufacturer. The consumer benefits in terms of after use benefitsof the packaging and satisfaction derivable. The manufacturer benefits in terms of enhancedcorporate image coupled with abundant product sales. Besides, packaging gives familysemblance to products from the company’s product line. In line with the observation of thiswork, it is hereby suggested that manufacturers give priority attention to their packaging. Thisis a surer way of selling not only their products but their unassailable corporate image. Theauthor also recommends that government should strengthen its agencies charged with theprotection of consumers’ rights and by so doing government intervention will be noticeable.