Authors : Kwame Agyeman-Budu; Desmond A. Komashie

Volume/Issue : Volume 9 - 2024, Issue 9 - September

Google Scholar : https://tinyurl.com/yprtchja

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DOI : https://doi.org/10.38124/ijisrt/IJISRT24SEP518

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Abstract : Product packaging plays a key role in consumer purchasing decision as packaging promote brand identity and customer loyalty. However, the African black soap prepared in Ghana has not seen the best of packaging, hence, its rejection in international marketplace. It is in this vein that the researcher sought to examine effect of packaging on consumer buying decision of African black soap (Alata Samina). Correlation and cross-sectional design were used. Cluster and simple random were used to select 245 respondents. Findings revealed that best packaging influence consumers’ perception to buy local Alata Samina soap recorded a cumulative mean of 4.69198 and standard deviation of 3.31842, suggesting respondents’ agreement that best packaging induce consumer buying decision. In terms of relationship, it was clear that strong positive link exist between packaging elements and consumer buying decision; Packaging colour had r(245) = 0.882, p<0.05, Background image had r(245) = 0.881, p<0.05, Packaging materials had r(245) = 0.882, p<0.05, Font style had r(245) = 0.876, p<0.05. Printed information had r(245) = 0.772, p<0.05, Labelling, wrapper design and creativity had r(245) = 0.882, p<0.05. Standard Multiple Regression was used to analyzed the effect of packaging elements on consumer buying decision and the result were packaging colour had 53.8% and statistically significant effect of r(245) = 0.538, p<0.05. Brand image had 85.3 % and statistically significant effect of r(245) = 0.853, p<0.05. Printed information had 73.8% and statistically significant effect of r(245) = 0.738, p<0.05. Packaging materials had 62.6% and statistically significant effect of r(245) = 0.626, p<0.05. Innovation had 92.3 % and statistically significant effect of r(245) = 0.923, p<0.05. Labelling quality had 76.5% and statistically significant effect of r(245) = 0.765, p<0.05. Design of wrapper had 44.2% and statistically significant effect of r(245) = 0.442, p<0.05. However, font style had only 1.2% and this effect is not statistically significant; r(245) = 0.012, p<0.05. This means that most consumers do not believe that font style influences consumers’ purchase decision. The study recommends that Institute of Packaging Ghana, Federation of Ghanaian Exporters, Ministry of Trade and Industry, Ghana Exports Promotions Authority and Association of Ghana Industries should collaborate to improve the packaging skills of the local African black soap producer. The essence is to enable them to package their products to meet the export market standards.

Keywords : Consumer Buying Decision, Brand-Image, Font- Style, Innovation, Labelling, Packaging, Packaging Colour, Printed Information, Wrapper-Design.

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