INFLUENCE OF PACKAGING ON CONSUMER PURCHASE DECISION

Abstract

Packaging plays an important role in the marketing of not only company’s
offering but also corporate image. It is in consideration of this basic fact that good product
packaging is advanced. It is a fact that most packages in the Nigerian market have been
deceptive and labels do not carry sufficient information concerning the product content, usage
and storage. This packaging defect is traceable to the fake products and the aggressive need
for profit making on the part of manufacturers. One has discovered that packaging is an
important marketing tool, which should not be overlooked since effective packaging produces
fortune to the company. Through the review, one discovered that the success of most products
especially the newly launched ones largely depend on the amount of packaging directed
towards it. The Nigerian consumer has grown both in education and awareness. To this effect,
manufacturers should emphasize on those aspects of packaging characteristics that attract the
consumers in order to enhance the product choice. The benefit of product packaging touches
both the consumer and the manufacturer. The consumer benefits in terms of after use benefits
of the packaging and satisfaction derivable. The manufacturer benefits in terms of enhanced
corporate image coupled with abundant product sales. Besides, packaging gives family
semblance to products from the company’s product line. In line with the observation of this
work, it is hereby suggested that manufacturers give priority attention to their packaging. This
is a surer way of selling not only their products but their unassailable corporate image. The
author also recommends that government should strengthen its agencies charged with the
protection of consumers’ rights and by so doing government intervention will be noticeable.