Effects of Packaging on Consumer Preference for Selected Branded Breads in Ado-Ekiti

The study evaluate the effect of labeling on consumer preference; examine the relationship between design of wrapper and consumer preference; and assess the effect of packaging colour on consumer preference. A descriptive survey research design was adopted for the study. The population of the study comprises all consumers of branded bread in Ado Ekiti. The sample size was 120 consumers of branded bread in Ado Ekiti selected through census and convenient sampling techniques. Primary data used for the study were gathered through the administration of well-structured questionnaire. Questionnaire was used to elicit information on labeling, design of wrapper and packaging colour. Data gathered were analysed using regression model. The findings reveal that labeling is statistically significant at 0.05 level (t=6.057), p(0.05) and that the co-efficient of determination (R2) is .139 and (R) is .373 which implies that consumers attached importance to well label bread, meaning that labeling have significant positive effect on consumer’s buying behaviour. Also, result show that there is positive relationship between design of wrapper and consumer’s buying behaviour and that it is statistically significant at 0.05 level (t=1.203), p(0.05) and that the co-efficient of determination(R2) is .207 and (R)is .455, which implies that consumers cherish wrapper that is well design, meaning that design of wrapper have significant positive effect on consumer’s buying behaviour. Furthermore, findings show that packaging colour is statistically significant at 0.05 level (t=5.338), p(0.05) and that the co-efficient of determination(R2) is .192 and (R) is .438, which implies that consumers of branded bread in Ado Ekiti cherished good and fixed toothpaste colour, meaning that packaging colour have significant positive effect on consumer’s buying behaviour.
The study concludes that improved packaging of branded bread by producers and marketers led to a positive result on consumer preference for branded bread in Ado Ekiti. It recommends that marketing manager should focus on packaging standard and implement the strategy that product packaging are consider factors and dimensions of marketing.