EFFECT OF PACKAGING ON CONSUMERS’ PURCHASING BEHAVIOUR OF MADE-IN-NIGERIA AGRO-PROCESSED PRODUCTS IN PORT HARCOURT, RIVERS STATE

Abstract

This study centered on packaging and Consumers’ purchasing behaviour towards made-in-Nigeria agro-processed products in Port Harcourt. It was carried out to assess the effects of packaging material quality, design of packaging wrapper, packaging information and packaging colour on Consumers’ purchasing behaviour towards made-in-Nigeria agro-processed products in Port Harcourt. The study adopted cross-sectional survey design. Primary data were obtained from 128 consumers of made-in-Nigeria agro-processed products in Port Harcourt through a structured questionnaire. Data analysis and interpretation were done using descriptive statistics (simple per-centages and frequencies), while hypotheses testing was executed using multiple linear regression in the Statistical Package for the Social Sciences (SPSS 23). Consequently, the findings revealed that packaging material quality, design of packaging wrapper, packaging information and packaging colour had significant positive effects on Consumers’ purchasing behaviour towards made-in-Nigeria agro-processed products in Port Harcourt, Nigeria. Hence, the study recommended the following: manufacturers of locally-made agro-processed products should use high-quality materials such as cellophane, water-proof or air-tight cans and bottles to prevent spoilage, damage and safeguard consumers’ health during consumption; manufacturers of locally-made agro-processed products should make their products available in different packaging sizes in order to make them available to consumers of various economic backgrounds; vital product information such as basic ingredients, manufacturer/supplier information, country of origin, and manufacture/expiration dates should clearly be displayed on the packaging of locally-made agro-processed products in order to enable consumers make informed purchase decisions; and attractive colours and colours with positive interpretations depending on the cultural predispositions of the target audience should be used to decorate the packaging of locally-made agro-processed products in order to attract consumers’ attention, acceptance and patronage.