EFFECT OF PRODUCT PACKAGING ON CUSTOMER PATRONAGE OF LIQUID WASH IN KARU LOCAL GOVERNMENT AREA OF NASARAWA STATE, NIGERIA

Abstract

Product packaging impacts unique value to the product and firms use this strategy to influence customers to patronize them. Packaging of liquid wash has been used by small businesses in Karu Local Government area of Nasarawa state such as liquid wash labeling, liquid wash colouring and liquid wash packaging in order to ensure frequent patronage of customers of the product. The study examines the effect of product packaging on customer patronage of liquid wash in Karu Local Government Area of Nasarawa State, Nigeria. The study used survey research design. The population of the study is the customers and sellers of liquid wash in Karu Local Government Area of Nasarawa State, Nigeria. The study used questionnaire to obtain data and was analysed using regression (OLS) technique with the aid of SPSS statistical software 25.00. The findings indicate that product packaging contribute significantly to customer patronage as well as product labeling. The study recommend that producers of liquid wash should continue to use effective packaging, especially those with residual value, in order to attract customer patronage. However, they should avoid product packaging that appears misleading or dishonest.