Adeyemi, Abiodun Olanrewaju & Akpa, Rosemary
Department of Mass Communication,
Federal Polytechnic, Bida, Niger State
abiodun0781@gmail.com; rosieakpa@gmail.com
ABSTRACT: Traditionally, the primary function of a product’s package was to contain and protect a product but recent packaging trend and emergence has seen increased competition and clutter on retail store shelves make packaging an important marketing tool. This, by implication, means that packages must now perform many sales tasks ranging from attracting attention, describing the product, to making the sale. This study examined two product packaging variables (colour and design) and their impacts on sales volume of consumer shopping goods. The study adopted survey research design and the population comprised of the retail stores selling consumer shopping goods in Bida from which 25 were selected using convenience sampling. Well-structured questionnaire was carefully designed to elicit information from the selected retail outlets and they were analysed using SPSS and path analysis with two models. The results of the study indicated that packaging colour has a positive and significant impact on sales volume of consumer shopping goods; it also showed that packaging design has a positive and significant impact on sales volume of consumer shopping goods. It was therefore concluded that all the established relationships between product packaging and sales volume of consumer shopping goods were positive and significant thereby leading to the rejection of the claimed hypotheses (H1 and H2) and acceptance of alternative ones. It was therefore recommended that marketers and producers should ensure they design attractive and cost-effective packages to serve as a selling point for their products. Also, management of firms should make sure that their product packages are not deceptive to customers.
Keywords: Consumers; Product packaging, Impact, Sales volume, Consumer, Shopping goods