ABSTRACT

The sole purpose of this research is to determine the effect of product packaging on Nigerian consumers. The knowledge derived from relevant literature was used to draft out organized questionnaires to be filled by respondents residing in Yola and Jimeta towns, Adamawa State, Nigeria. A total of 270 questionnaires were distributed to respondents but only 222 questionnaires turned out valid. With the information gathered, it underwent analysis with the help of SPSS 21.0 and Microsoft Excel software. On the SPSS package, correlation and significance (2 tailed) were used as statistical tools. Recommendations are that marketers should know and understand the importance of product packaging because of its benefits as Nigerian consumers consider the packaging of products at the time of purchase.