INFLUENCE OF PACKAGING COLOUR, PACKAGING MATERIAL, AND ATTRACTIVENESS OF WRAPPING ON CONSUMER PURCHASING DECISIONS FOR MADE-IN-NIGERIA CONSUMABLE PRODUCTS IN NASARAWA STATE

Abstract

This study examined the influence of packaging attributes on consumer purchasing decisions for made-in-Nigeria consumable products in Nasarawa State, with particular emphasis on packaging colour, packaging material, and the attractiveness of wrapping. Adopting a causal research design, the study sought to establish cause-and-effect relationships between packaging attributes and consumer purchasing decisions. Data were collected from consumers of locally manufactured consumable products across the three senatorial districts of Nasarawa State using a structured questionnaire. A sample size of 450 respondents was determined using Cochran’s formula and selected through a multistage sampling technique. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed for data analysis. The findings revealed that all three packaging attributes exerted positive and statistically significant effects on consumer purchasing decisions, with the attractiveness of wrapping emerging as the most influential determinant, followed by packaging colour and packaging material. The study concludes that effective packaging design plays a critical role in shaping consumer perceptions and influencing purchase behaviour in a competitive consumable goods market. Based on the findings, the study recommends that manufacturers adopt strategic and culturally appealing colour schemes, invest in high-quality and protective packaging materials, and prioritise innovative and aesthetically attractive wrapping designs to enhance product appeal and improve consumer purchasing decisions.