BEVERAGE PACKAGE MATERIAL AND BRAND ASSOCIATION AMONG POST GRADUATE STUDENTS IN RIVERS STATE

Abstract

This study aims to investigate how customer brand associations are impacted by product packaging. Today, marketers place a high value on consumer choice. According to studies, the packaging attracts consumers' attention to a particular brand, enhances its reputation, and stimulates their impressions of the product. There so many thing which can effect consumer purchase decision one of them is packaging and its elements. For this reason, we conducted research to know views of our respondents about how beverage packaging material specifically impact on their brand association. In this regards, survey was conducted to collect primary data from post graduate students in Rivers state. The data was analyzed using SPSS. Findings suggested that all four elements of the packaging have significant positive association with purchase intention.