Impact of Packaging on Consumer Buying Behavior of Selected Beverage Brand Among Undergraduates

Student: Jennifer Isioma Nwaokenyen (Project, 2025)
Department of Marketing
University of Benin, Benin City, Edo State

Abstract

This study examines the impact of packaging on consumer buying behavior of selected beverage brands among undergraduates. Using a sample size of 395 respondents, data were collected through online-administered questionnaires and analyzed using descriptive statistics (frequency, mean, and percentage) and inferential statistics (regression and ANOVA). The findings reveal that Milo’s packaging was perceived as the most effective, with high ratings in design and aesthetics, material durability, and convenience. Visual element, structural and informational elements of packaging significantly influenced consumer buying behavior, with standardized beta coefficients of 0.332, 0.137 and 0.214, respectively, both statistically significant (p < 0.001). Demographic analysis indicated variations in responsiveness, with younger consumers (18–22 years) and males being more influenced by packaging elements. Practical recommendations include enhancing overall design , improving functional features, providing clear labeling, targeting demographic preferences, and adopting sustainable packaging strategies to align with emerging trends and consumer values

Keywords
Packaging Consumer Buying Behaviour Visual Elements Structural Elements Informational Elements Demographics Undergraduates Beverage Brands
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