Influences of Packaging on Consumers’ Choice of Agricultural Products in Enugu, Nigeria
This study focused on packaging and its influence on consumers’ choice of agricultural products in Enugu metropolis, Nigeria. In addition, it also aimed to ascertain the relationship between packaging of agricultural products and their perceived quality. The study population is made up of agro-product consumers in Enugu metropolis, Nigeria. A total of 165 questionnaires were administered to respondents. Data obtained through questionnaires were tabulated and analyzed using simple percentages while the chi-square was used to test the research hypotheses. The major findings of this study were that packaging has a direct relationship both to consumers’ choice of agricultural products and their perception of the quality of such products. Accordingly, the researchers conclude and recommend that improved packaging design for agricultural products is essential in attracting consumers and positively influencing their choice of purchase.
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Document Type: Research Article
Affiliations: Department of Marketing, University of Nigeria, Enugu Campus, Enugu State
Publication date: January 1, 2017