S. U. Ehimen

Product packaging and customer patronage of love bite bread in the super market in Enugu State

The study examined product packaging and customer patronage of love bite bread in selected super market shops in Enugu State. This study sought to determine the effects of product packaging design on customer patronage, assess the effects of colour of product packaging on customers, and ascertain the nature of the relationship between labelling information and customer patronage. A descriptive survey research design was adopted for the study. The population was 180, and the same was used as the sample because of its small size. Out of 180 copies of the questionnaire distributed, 150 copies (83.33%) were returned. The hypotheses were tested using simple linear regression and Pearson product moment correlation coefficient. The findings revealed that product packaging design has a positive and significant effect on customer patronage (r = 0.960; t = 41.883; p < 0.05). Colour product packaging has a positive and significant effect on customer patronage (r = 0.924; t = 29.403; p < 0.05). There is a significant positive relationship between labelling information and customer patronage (r = 0.870, p < 0.05).