PRODUCT PACKAGING AND ADVERTISING AS CORRELATES OF CONSUMER BUYING BEHAVIOUR IN AWKA URBAN, ANAMBRA STATE, NIGERIA

  • Bernard Chukwukeluo Chine, Ph.D Nnamdi Azikiwe University, Awka, Nigeria
  • Anthony Ugochukwu Nnedum, Ph.D Nnamdi Azikiwe University, Awka, Nigeria
  • Precious Ike Federal University, Ndufu-Alike, Ikwo (FUNAI), Ebonyi State, Nigeria
Keywords: advertising, consumer, consumer purchasing behavior, product packaging, social factors

Abstract

The study examined the relationship between product packaging, advertising and consumer buying behaviour. Packaging of fast moving consumer goods and advertising as correlates of consumers buying behaviour have not received adequate research efforts. Two hundred and fifty participants drawn from Eke-Awka which is the major urban market in Awka, capital of Anambra state, served in the study. They have a mean age of 31years and standard deviation of 7.34 with a minimum and maximum educational qualification of first school leaving certificate and higher national diploma or degree respectively. Questionnaire was the only instrument employed to obtain data. Both Pearson product moment correlation and multiple regression statistics were used to analyze the data. The three hypotheses formulated for the study were confirmed. For instance, for the first hypothesis, r= .75 and the second hypothesis, r= .76. The multiple regression analysis confirmed the third hypothesis R2= .425, R2(adj)= .181, F(3,247)= 36.46, PL.01; The implication of the results was discussed.

Author Biographies

Bernard Chukwukeluo Chine, Ph.D, Nnamdi Azikiwe University, Awka, Nigeria

Department of Psychology

Anthony Ugochukwu Nnedum, Ph.D, Nnamdi Azikiwe University, Awka, Nigeria

Department of Psychology

Precious Ike, Federal University, Ndufu-Alike, Ikwo (FUNAI), Ebonyi State, Nigeria

Department of Psychology

Published
2018-07-31
Section
Articles