EFFECT OF PRODUCT PACKAGING ON CUSTOMER SATISFACTION OF PETALS NIGERIA LIMITED ABUJA, NIGERIA

CUSTOMER SATISFACTION OF PETALS NIGERIA LIMITED ABUJA, NIGERIA

Abstract

The aim of this study was to examine the effect of product packaging on customers’ satisfaction of petals Nigeria limited Abuja. The study specifically examined the effect of colour of package, package design and package on customers’ satisfaction of petals Nigeria limited Abuja. The survey design was employed for the study while appropriate and relevant Primary data was collected for analysis through a well-structured questionnaire. The unit of analysis was consumer buying decision while respondents were customers of the company who provided data that was needed for analysis. The study employed a census sampling technique as the population of study was manageable. A combination of descriptive and inferential statistics was thereafter used to empirically and statistically analyze the data collected, with the aid of Statistical Package for Social Science (SPSS) version 23. Descriptive statistics was used to analyze the demographic characteristics of the respondents, the regression statistical tool was used to analysis and test the study hypotheses. Findings of the study revealed that; color of packages has no significant effect on customer satisfaction in the study area. (P-value 0. 012 < α 0.05; β=.157; t=2.531). Secondly, design of packages has no significant effect on customer satisfaction in the study area (P-value 0.000 < α 0.05; β=505; t=8.080). Lastly, images of packages have no significant effect on customer satisfaction in the study area (P-value 0.028 < α 0.05; β=.139; t=2.216). The study concluded that packages has effect on customer satisfaction in the study area. The study recommended that amongst others that management of petals Nigeria limited Abuja, Nigeria should set the minimum standard color of packages for their products so that it will reflect what its customers holds as fair and satisfying.