PACKAGING INNOVATION AND CONSUMER PATRONAGE OF FOOD AND BEVERAGE BRANDS IN NIGERIA

Abstract

This study examined packaging innovation and consumer patronage of food and beverage brands in Nigeria. The study adopted the correlation survey research design. Data were collected from managers and marketers of some selected quoted food and beverage companies in Rivers State. A sample of 261 respondents was used for the study. The sample size was determined using the Taro Yamen’s formula. A structured questionnaire was used to elicit data from the respondents. The data collected were analyzed statistically while the hypotheses were tested using Spearman Rank Order Correlation Coefficient (rho). The SPSS 22.0 version was used to correlate the data on the study variables. The study found a significant relationship between packaging materials innovation and consumer patronage intention of food and beverage brands. This study also found a significant relationship between packaging materials innovation and repeat patronage of food and beverage brands. This study equally reported a significant relationship between packaging design innovation and consumer patronage intention of food and beverage brands. This study also discovered a significant relationship between packaging design innovation and consumer patronage intention of food and beverage brands. Based on these findings, it was concluded that packaging innovation significantly enhance consumer patronage of food and beverage brands in Nigeria. Based on the conclusion, it was recommended that manufacturers of food and beverage products in Nigeria should embrace packaging innovation as it would enhance consumer patronage of their brand.