Effect of Packaging on Purchase Behaviour of Selected Brands of Weavon in Umuahia, Abia State, Nigeria

The general objective of the study was to examine the effect of packaging on purchase behaviour of selected brands of weavon in Umuahia, Abia State. Specifically, the study aimed to; examine the effect of package quality on customer satisfaction of selected brands of weavon in Umuahia, Abia State; examine the effect of package colour on customer loyalty of selected brands of weavon in Umuahia, Abia State; and to examine the effect of package size on purchase retention of selected brands of weavon in Umuahia, Abia State. The population of the study covered consumers of weavon brands in Umuahia, Abia State Nigeria. They were infinite in nature. Convenience sampling which is a non-probability sampling procedure was used in selecting a total sample of 200 weavon customers from Umuahia, Abia State of Nigeria. Regression result in the study revealed that product colour statistically and significantly impacts on customer loyalty of selected brands of weavon in Umuahia, Abia State in a positive manner. It was revealed in the study through regression analysis that product size impacts significantly and positively on purchase retention of selected brands of weavon in Umuahia, Abia State. The study recommended that package design of weavon brands should have a pleasing appearance, to encourage potential customer to form a favourable impression for the product. The reuse of a package or component for other purposes should be encouraged by the weavon products manufacturers.