AN ASSESSMENT OF THE INFLUENCE OF PACKAGING 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. A causal research design was adopted to identify and explain the cause-and-effect relationships between key packaging variables specifically product labelling and packaging innovativeness and consumer buying behaviour. The target population comprised consumers in Nasarawa State, and a sample size of 450 respondents was determined using Cochran’s (1977) formula, with a 17 per cent oversampling rate to accommodate potential non-responses. A multistage sampling technique was employed, involving the random selection of Local Government Areas across the state’s three senatorial districts and the cluster sampling of respondents within each selected area. Data were collected using a structured questionnaire. Data analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM) to examine the relationships between packaging attributes and consumer purchasing decisions. The findings revealed that both product labelling and packaging innovativeness exert significant influences on consumer purchasing decisions for made-in-Nigeria consumable products in Nasarawa State. Based on these findings, the study recommends that manufacturers enhance product labelling by providing clear, accurate, and easily accessible information to strengthen consumer trust and facilitate informed purchasing decisions. In addition, producers should invest in innovative packaging designs that enhance product appeal, differentiate products in the marketplace, and increase consumer purchase intention.