International Journal of Applied Marketing and Management

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Influence of Packaging Dimensions on the Patronage of Cosmetic Products among Female Students of the University of Uyo, Nigeria


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1 Department of Marketing, University of Uyo, Nigeria
     

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The study was focused on the influence of packaging dimensions on the patronage of cosmetic products among the female students of the University of Uyo, Nigeria. The researchers investigated the influence of packaging colour, labelling, and packaging materials, on the patronage of cosmetic products among the female students of the University of Uyo, Nigeria. The survey research design was adopted for the study and a simple random sampling of 250 respondents were used for the study. The researchers adopted the primary data collection method. The primary data were sourced through a well-structured questionnaire. Three hypotheses were tested using simple linear regression analysis. The findings of the study revealed that there is a positive influence of packaging dimensions (colour, labelling, and packaging materials) on the patronage of cosmetic products among the female students of the University of Uyo. Based on the findings of the study, it was recommended that manufacturing firms consider packaging and its dimensions as the ideal method of marketing communication, to enhance consumer patronage of the organisation’s products.

Keywords

Packaging Dimensions, Colours, Labelling, Packaging Material, Customer Patronage
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  • Influence of Packaging Dimensions on the Patronage of Cosmetic Products among Female Students of the University of Uyo, Nigeria

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Authors

Samuel George Etuk
Department of Marketing, University of Uyo, Nigeria
Nfawa Erasmus Usani
Department of Marketing, University of Uyo, Nigeria
Emem Akaninyene Sampson
Department of Marketing, University of Uyo, Nigeria
Ini Smart Udoh
Department of Marketing, University of Uyo, Nigeria

Abstract


The study was focused on the influence of packaging dimensions on the patronage of cosmetic products among the female students of the University of Uyo, Nigeria. The researchers investigated the influence of packaging colour, labelling, and packaging materials, on the patronage of cosmetic products among the female students of the University of Uyo, Nigeria. The survey research design was adopted for the study and a simple random sampling of 250 respondents were used for the study. The researchers adopted the primary data collection method. The primary data were sourced through a well-structured questionnaire. Three hypotheses were tested using simple linear regression analysis. The findings of the study revealed that there is a positive influence of packaging dimensions (colour, labelling, and packaging materials) on the patronage of cosmetic products among the female students of the University of Uyo. Based on the findings of the study, it was recommended that manufacturing firms consider packaging and its dimensions as the ideal method of marketing communication, to enhance consumer patronage of the organisation’s products.

Keywords


Packaging Dimensions, Colours, Labelling, Packaging Material, Customer Patronage

References