Browsing by Author "Peter, Esther Ufuful"

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    PRODUCT PACKAGING AND CONSUMER BUYING BEHAVIOUR OF COCA COLA AND BIGI COLA BRANDS
    (DEPARTMENT OF MASS COMMUNICATION FACULTY OF SOCIAL SCIENCES NASARAWA STATE UNIVERSITY, KEFFI, 2021-06-10) Peter, Esther Ufuful
    This research work, “product packaging and consumer buying behavior ” see/cs to investigate the interrelationships between product packaging and consumer buying behaviour among consumers of Coca cola and Bigi Cola brands in Nasarawa and Plateau states. The population of the study which was drawn from Nasarawa is 2,523,395 and Plataea state is 4,200,442, the sum total of the populations is 6,723,837 million people. The sample size was drawn from the population and determined by using Taro Yamane formula to determine the sample size which is 400. Survey research design was employed in carrying out the study with questionnaire as an instrument for data collection. Data collected were then analysed using the Likert 7point scale. Finding revealed that product packaging influences consumer buying behaviour of Coca cola and Bigi Cola brands in Nasarawa and Plateau states. This finding is in tandem with consumer buying behaviour theory, among other theories which this study was anchored on. Therefore, the study recommended that manufacturers of products in a competitive market should explore and experiment on product brands packaging. This is because the biggest distinction between two products is the branding and brands are the greatest assets of any business. More emphasis should be given to research in the area of brands creation through better product packaging like Coca Cola and Bigi Cola Brands. Advertisement goes beyond Jingles on radio and television or the internet; it is recommended that more attention should also be paid to ensure the quality of the products.