Influence of product package and quality on purchase decision of fast-moving consumer goods (FMCG) in Lagos state, Nigeria
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Date
2024-10
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UNIZIK Journal of Marketing (UJofM)
Abstract
The study examined the influence of product package and quality on purchase
decision of Fast-Moving Consumer Goods (FMCG) in Lagos State. The aspects
of product package included in the study are colour, labelling, design, and
sustainable material. The research design used for the study is explanatory,
and a questionnaire was used to collect the data. Cluster sampling was used
to divide the population into five administrative divisions and three divisions
(Ikeja, Ikorodu and Epe) were randomly selected. Two hundred (200) copies
of the questionnaire were administered, and one hundred and twenty-six
(126) were retrieved and used for the analysis. The data collected were
analysed using frequency distribution, mean, standard deviation and
multiple regression. The results indicated an R Square value of 57.3%. The
findings showed that colour (b1=0.021, t=0.654, p=0.514˃0.05) does not
significantly influence purchase decision, thus disproving the first hypothesis.
It was also found that labelling (b2=0.137, t=4.770, p=0.000<0.05), design
(b3=0.112, t=3.691, p=0.000<0.05), and sustainable material (b4=0.255,
t=9.130, p=0.000<0.05) have a significant positive influence on purchase
decision thereby accepting the hypotheses accordingly. Furthermore, the
study revealed that product quality (b5=0.171, t=5.352, p=0.000<0.05)
significantly influences purchase decision. Therefore, the study recommended
that FMCG companies should prioritise product quality and the dimensions of
product packaging in their strategies by focusing on labelling, design and
sustainable material.