June 2025 Edition

PRODUCT PACKAGE AND CONSUMER POINT-OF-PURCHASE BEHAVIOUR IN LAGOS FOOD AND BEVERAGES INDUSTRY NIGERIA

KESINRO Olalekan Rasheed, Ph.D

Abstract

Packaging is any container or wrapping in which a product is offered for sale and can consist of a variety of materials such as glass, paper, metal or plastic depending on what is to be contained. The study investigates the relationship between product package and consumer purchase behaviour in the Lagos food and beverages markets, Nigeria. The descriptive survey design was adopted to examine 25,000,000 consumers of packaged food products in Lagos State (Lagos State Bureau of Statistics, 2021). The proportionate sampling technique (a variant of stratified sampling method) was used to draw a sample of 2,500 consumers across the 20 local government areas of Lagos State. Questionnaire was the main instrument for data collection rated on a 6 – point Likert scale. 2374 copies of questionnaire were successfully returned representing a response rate of 94.96%. Data were analysed using the descriptive statistical techniques of Pearson Product moment correlation (r) and Simple Regression Analysis. The results of the study reveals that product package significantly affect consumer purchase behaviour of Nestle products R=0.535; R2 = 0.286; p<0.05) which can be achieved through effective choice of label information, logo, brand size and shape which are all ingredients and attributes of good package design for a brand. The study recommends that aesthetic components of the product package should be soothing for the eyes of the consumers to enhance good point – of – purchase appearance.

Keywords

Packaging, branding, product package, point-of-purchase behaviour

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