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

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.