EFFECT OF PRODUCT PACKAGING ON CONSUMER BUYING DECISIONS OF PRODUCTS OF SMALL ENTERPRISES IN NORTH CENTRAL STATES AND FEDERAL CAPITAL TERRITORY, ABUJA

Abstract

Product packaging is the wrapping of product with identifiable material which describe, protect, promote and make the product marketable and appealing to consumers. This study examined product packaging on consumer buying decisions of products of Small Enterprises in North Central States and Federal Capital Territory, Abuja. Colour, packaging materials, font size and print-ed information proxied product packaging. This study adopted survey research design while struc-tured questionnaire was used to generate data. A five-point Likert scale were five; (1) Strongly Disagree, (2) Disagree, (3) Neutral (4) Agree and (5) Strongly Agreed was used for the questionnaire. Multiple regression was used to analyse the data generated through questionnaire. The findings revealed that Font Size and Printed Information positively influence consumer buying deci-sions, while packaging colour and packaging material have insignificant influence on consumer buying decisions. Therefore, the study recommends that Managers of Small Enterprises in North Central States and Federal Capital Territory, Abuja should enhance Font Size and Printed Information which already contributes to the level of sales experienced by Small Enterprises in North Central States and Federal Capital Territory, Abuja. However, Managers of Small Enterprises in North Central States and Federal Capital Territory, Abuja should introduce appealing colours on their packaged products and quality material in their packaged products.