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Impact of Product Packaging on Brand Performance of Nigeria Fast Moving Consumer Goods


Young U. Okwuise, Sylvester Ukwandi and Tennyson Oghoghomeh
Abstract

Objectively, this investigation is to determine the impact of product packaging on brand performance product packaging is an important strategy to modify and redesign an organization on product and services to consumers in Nigeria Fast Moving Consumer Goods (FMCG). Data were collected with the aid of structured validated questionnaire with items measured with a Likert type scale. Data was done using the descriptive and inferential statistical tool. The method of survey was a survey research design with linear regression as the statistical method deployed. Hypotheses rested were done using the regression model. The findings show that there is a significant positive relationship between product packaging and brand performance. Protection, promotion, communication, convenience all exhibited a substantial optimistic association with brand performance. Conclusively, packing has a substantial feature in the presentation of varied consumers consumables with a key place in the communication of advantages for customers. The study recommended that establishments and industrialists, of Nigeria Goods of flying purchaser consumables, should employ product packaging through protection, promotion, communication and convenience as a good strategy to enhance brand performance. The study affirmed that (FMCG) do adopt different strategies of packaging planning to achieve good product performance.

Volume 12 | Issue 8

Pages: 444-451

DOI: 10.5373/JARDCS/V12I8/20202604