Product Packaging and Consumer Purchase Decision in Service Industry in Port-Harcourt.

Abstract

This study examined the effect of product packaging on consumer purchase decisions in the service industry in Port Harcourt, specifically focusing on Kilimanjaro Restaurant. Descriptive survey research design was used in the study. The research particularly examined the effects of packaging design, color, material, and labeling on consumer decision-making. Data was collected from 185 customers of Kilimanjaro Restaurant through structured questionnaires. The analysis employed was descriptive statistics (mean, frequency, percentage) and inferential statistics (multiple regression analysis) using SPSS version 25. Findings showed that all packaging attributes significantly impact consumer purchase decisions. Packaging design and color were effective in attracting attention and shaping perceptions of product quality and freshness. Similarly, packaging material and quality fostered trust and convenience, while labeling and product information enhanced consumer confidence and informed decision-making. Together, these factors accounted for 71.4% of the variation in consumer purchase decisions, highlighting the significance of packaging as a marketing tool in the fast-food service sector. The study concluded that product packaging plays a crucial role in influencing consumer purchase decisions at Kilimanjaro Restaurant. The study recommends that managers should invest in innovative and visually engaging packaging designs to attract customers and differentiate products from competitors.