PRODUCT PACKAGING AND CUSTOMER LOYALTY OF BREWERY FIRMS IN ABIA AND IMO STATES, NIGERIA

Abstract

This study product packaging and customer loyalty of brewery firms in Abia and Imo States, Nigeria. The study used survey research design, and questionnaire served as the instrument of data collection. The data collected in this study were analyzed using simple percentage, mean statistic and Pearson Product Moment Correlation Coefficient (PPMCC) at 0.05 level of significance through Statistical Package for Social Sciences (SPSS version 23.0). It was discovered that there is significant relationship between product packaging and customer loyalty, there is significant relationship between Packaging information and customer referral, there is significant relationship between Packaging size and repeat purchase and there is significant relationship between Packaging size and customer referral. The study concludes that the achievement of repeat purchase and customer referral in organisation is dependent on how an organisation innovates its products (through, attractive packaging information and size); hence innovation contributes to organisational growth. It was recommended that Production of various sizes of product should be encouraged to allow customers have the opportunity to make a choice based on their income. The design on the product should provide information about the product quality and content to achieve repeat purchase. Also, the information on a product should be very comprehensive and appealing to so as to achieve customer patronage and referral.