An Analysis of the Effect of Product Packaging on Consumers’ Buying Choice in Calabar Municipality, Cross River State, Nigeria

Good packaging and quality product that matches the price often calls for repeated patronage from consumers which enable the firm to stay in business. Good and attractive packaging of products creates readily available market for the firm and may help to cut down on advertising cost. The study examines the effect of good packaging of products on consumers’ buying choice as well as on impulse buying. Data were obtained from the administration of 400 copies of a structured questionnaire to consumers who come for shopping at market places, supermarkets and high traffic points across the metropolis using accidental sampling technique. The bivariate regression results revealed that 79 and 81% of consumers’ decision to buy a particular product as well as impulse buying was accounted for by the packaging style of the product, while the ANOVA results indicated that attractive packaging influenced consumers’ buying choice and impulse buying (p<0.05). In order to be sustainable and stay in business in the present day competitive and computerized market, the study advised organizations to balance both packaging and the quality of their products to meet the level cost they want as well as to build consumers’ confidence and loyalty, as consumers take product quality foremost and would not compromise quality for anythingelse.