The Effect Of Packaging On Consumer Buying Behaviour

BACKGROUND OF THE STUDY 

There is increased awareness today concerning socio-economic development of the developing countries. This awareness has led to rapid growth of industries whose involvement in economic sector has made great impact towards the enhancement and betterment of her citizenry in terms of output, quantity and quality of product offered. 

The effect of packaging on the consumer buying behaviour being the core of this research work, unveil the significance of packaging as it influence consumer’s interest in company’s product. It is therefore important to note here that packaging is a strong motivational tool. It tends to be indispensable, even though the costs of packaging materials are still very high today. Its benefits cannot be underestimated. Packaging helps to protect a product by keeping it intact in its original state until it gets to the final buyer or consumers. 

Many authors have various definitions to the term “packaging”. Unamka and Ewurum (1995), define packaging as the general group of activities in product planning which involves the designing and producing of a wrapper for a product.

Some perishable and non-perishable goals need packaging. Conventional and promotional functions are the main function of packaging. The former is to protect products against damages, while the latter is to stimulate sales. This is why a well designed and attractive package helps to persuade and convince the consumer to buy a particular product.

Designing a package means much. It can be designed in a manner that is appareling and in such a way as to attract consumer’s attention to the product and personal interest.