An Assessment of Elizade University Students’ Response to Product Packaging: a Study of Nivea’s Moistourising Lotions

ABSTRACT
This research investigates the influence of product packaging and how consumers respond to Nivea’s moistourising lotion among undergraduate students at Elizade University. The study is specific on the inherent roles on how typography and its influence of brand identity shape responses such as colour, age, skin type. With the aid of theories of Hierarchy of Effect Model and Cue Utilization Theory, this research explores how different attitudinal stage can affect the response of consumers when they come in contact with a Nivea moistourising lotion. It looks at how Nivea is perceived by the undergraduates of Elizade University and these how this perception over time shapes their various preference in brands and their unique buying patterns. The study made use of descriptive survey. The study uses a sample size of 229 copies of questionnaire administered to the respondents within Elizade University in which 190 copies were returned. The data were analyised using frequency and percentage method. This research findings showed that respondents associate Nivea with positive packaging and that typography contributes meaningful to how students respond to the product. Findings suggest that while some students are price sensitive, peer influence remains relevant as to why people purchase Nivea, especially if conveyed through packaging and typography strategy that strongly connotes the integration of brand loyalty on the continued use of Nivea among university students.