International Journal of Applied Marketing and Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

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


Affiliations
1 Department of Marketing, University of Uyo, Nigeria
     

   Subscribe/Renew Journal


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
User
Subscription Login to verify subscription
Notifications
Font Size

  • Adeola, O. (2017). Effect of product packaging on Nigeria consumers’ behaviour. A Project Submitted in Partial Fulfillment of the Requirements for the Award of Bachelors Degree of Business Management/ Entrepreneurship.

  • Adiele, K. C., Grend, M. D., & Chinedu, E. A. (2015). Physical evidence and customer patronage: An empirical study of Nigeria banking sector. British Journal of Economics, Management and Trade, 7(3), 188-199.

  • Anyanwu, A. (2000). Dimension of marketing (2nd ed.). Imo: Avan Global Publication.

  • Arens, W. (2007). Contemporary advertising. European Journal of Marketing, 25(3), 223-248.

  • Ashaduzzaman, M., & Mahbub, F. (2016). Understanding the role of packaging elements on buying detergent power in Dhaka City: A study on Bangladesh Asian. Journal of Business Research, 6(1), 2463-4522.

  • Ebitu, E. T. (2002). Promotional management: Concept and strategies. Calabar: Eddy Noll Publishers.

  • Ebitu, E. T. (2015). Marketing management and strategy. Calabar: University of Calabar Printing Press.

  • Etuk, S. G. (2018). Two-way communication and customer loyalty: A relationship marketing approach. Journal of Economics and Management Sciences, 1(3), 75-81.

  • Ezekiel, M. S., & Anyadighibe, J. A. (2014). The effect of packaging on consumer choice of cosmetic products University of Calabar community. ELK Asia Pacific Journal of Marketing and Retail Management, 5(1), 1-7.

  • Gaafar, M. A., & Raid, S. A. (2013).The role of packaging in consumer’s perception of product quality at the point of purchase. European Journal of Business and Management, 5(4), 69-82.

  • Jaja, H. P. (2019). Food presentation and customer patronage in fast food restaurants. Research Journal of Food Science and Quality Control, 5(1), 32-40.

  • Karedza, G., & Sikwila, M. (2017). The impact of packaging designs on consumer buying behaviour of FMCG during the Hyper inflationary and after the Dollarization Era in Zimbabwe. Asian Journal of Social Sciences and Management Studies, 4(1), 20-30.

  • Khan, S. K., Rehman, F. Sultan, F., & Rashid, K. (2016). Impact of label and packaging on consumer buying behaviour. Journal of Marketing and Consumer Research, 19(1), 13-21.

  • Kotler, P., & Armstrong, G. (2010). Principles of marketing (13th ed). New Delthi: Dorling Kinetersly Ltd.

  • Oaya, C. Z. T., Newman, O., & Ezie, O. (2017). Impact of packaging on consumer buying behaviour in Nasarawa state. International Journal of Sciences: Basic and Applied Research (IJSBAR), 36(4), 28-46.

  • Okeke, T. C., & Amobi, L. I. (2020). Influence of packaging on consumer buying decision of cosmetics (A study of consumers of beauty care cosmetics in Awka). International Journal of Scientific and Research Publications, 10(2), 2250-3153.

  • Opera, U. L., & Molitshwa, A. (2013). A review on the role of packaging in securing food system: Adding value to food products and reducing losses and waste. African Journal of Agricultural Research, 8(22), 2621-2630.

  • Patrick, O. O., Afolabi, Y. A., Emmanuel, A. T., & Monsurat, A. O. (2019). Influence of facilities on customer patronage among selected hotels in Southwest, Nigeria. Academy of Strategic Management Journal, 18(1), 1-9.

  • Taiye, T. B., Ogunnaike, O., Dirisu, J. F., & Onochie, M. P. (2015). Empirical study of packaging and its effects on consumer purchase decision in food and beverages firm. European Journal of Business and Social Sciences, 3(1), 44-53.

  • Wai Leng, L. (2010). The influence of packaging attributes on consumer’s purchase decision of packaged food (MBA). Universiti Sains Malaysia.

  • Winnie, C. R. (2015). The effect of product packaging on consumer choice of cosmetic brands: A case of students in USA Africa. A Project Sport Submitted to the Chandaria School of Business in Partial Fulfillment of the Requirement for the Degree of Masters in Business Administration (MBA).

  • Zekiri, J., & Hasani, V. V. (2015). The role and impact of the packaging effect on consumer buying behaviour. Ecoforum, 4(1), 232-240.


Abstract Views: 156

PDF Views: 0




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

Abstract Views: 156  |  PDF Views: 0

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