Paul, VincentDoshiro, Musa UmarBala, Ali YusufObere, Yahaya MuhammadLukman, Aisha Umar2023-12-112023-12-112019-06-17Paul, V. et. al. (2020) IMPACT OF PACKAGING ELEMENTS ON CONSUMERS DECISION PROCESS OF PURCHASING SUPERMARKETS CONSUMABLE AND NON-CONSUMABLE GOODS IN KEFFI -TOWN, NASARAWA STATE NIGERIAhttps://keffi.nsuk.edu.ng/handle/20.500.14448/2299The packaging is a powerful tool utilized by manufacturing firms of products to fascinating prospects and consumers to make purchasing. The first purchasing might lead to repeat purchasing or a retrial thereby establishing brand loyalty. One of the critical elements in the marketing of any product is the packaging. Marketers considered packaging, the integral aspect of marketing strategy as a vital factor in product planning and development just as customers or consumers give pride to packaging. The way a product is perceived in the market by merely seeing the package may be a good determinant of the products' success or failure in a competitive business environment. This study evaluates the impact of packaging elements on consumers purchasing decision of supermarket products in Keffi Town, Nasarawa State Nigeria. The study adopted a survey research design using a structured questionnaire in gathering the data. The sample size was determined by Taro Yamane from the four hundred (400) copies of the questionnaire distributed; three hundred and nine (309) copies were properly filled and returned. It was gathered from the findings that there are elements that influence consumers purchasing decision process for products and the relationship is positively related thus, increase in the components leads to increase in consumers purchasing decision process for products. Also, there is a positive significant impact on the changes in consumers purchasing behaviour which means that increase in the packaging will increase the changes in consumers purchasing behaviour. Further, packaging has a positive significant effect on the changes in consumers’ decision process of purchasing supermarket products which means that increase in the packaging will increase the changes in consumers’ decision process of purchasing the products. From the findings, the study recommends that proper attention should be given to all elements of packaging to facilitate positive purchasing decisions by the consumers and product packages should be unique, attractive, cultural conformity, easy handling, protective, to ensure good product brand image.enPackaging Elements, Purchasing Decision, Consumable and Non-Consumable Goods, Supermarket Products.Article