Effect of Product Packaging on Consumer Buying Decision of Cosmetics Brands in Asaba, Delta State Supermarkets

Abstract

The study examined the effect of product packaging on consumer buying decision of cosmetics brands in Asaba, Delta State Supermarkets. Stratified random sampling method and a cross-sectional survey research design technique was used in the study. In Asaba, Delta State, 214 female supermarkets customers were chosen as the sample size. The sample size was determined by using Krejcie and Morgan sample size determination formula. The study's research instrument was a structured questionnaire with response graded on a five-point Likert scale. Content validity and test-retest reliability approach was used to evaluate the instrument's reliability. Descriptive statistics and multinomial logistic regression was used as statistical technique. Findings showed that the dimensions of product packaging such as product information, packaging materials and package graphical design has positive effect on consumer buying decision. This implies that the dimensions of product packaging explained the variability of consumer buying decision of cosmetic brands in supermarkets. The study concluded that product packaging has positive effect on consumer buying decision of cosmetic brands in Asaba, Delta State Supermarkets. Excellent materials, safety measures, and special abilities are required for packaging, such as eye-catching graphics, photos, and colors, to raise the product's quality. The study recommended that packaging material draws the attention of female customers, cosmetic manufacturers should devote greater attention to the packaging of their products in order to expand their market share. The package should have a proper and appealing graphic design so that customers can quickly recognize and distinguish a company's goods from others.