Product Packaging and Consumer Patronage of Pharmaceutical Products in the Katsina Metropolis

Abstract

Existing empirical literature on product packaging and consumer patronage is quite scarce in the developing economies including Nigeria. Hence, there is the need for more empirical investigation in this area. This study, therefore, examines the impact of product packaging on consumer patronage using 480 users of pharmaceutical products in the Katsina metropolis. The study utilized cross-sectional descriptive survey design, descriptive statistics and multiple regression techniques. Findings indicate that packaging colour and packaging material have a positive and significant impact on consumer patronage, while packaging information has a negative but significant impact on the consumer patronage. The study concludes that right colour combination, quality material and information embedded or embossed on packaging will arouse consumers’ interest and attract their attention, and consequently, improve the level of patronage. The study recommends that manufacturers of pharmaceutical products should package their products with adorable colours to improve patronage level. The paper also recommends that manufacturers of pharmaceutical products should carry out survey aimed at determining or discovering colours that are more appealing to users with a view to packaging their products in such colours.