INFLUENCE OF PACKAGING ATTRIBUTES ON CUSTOMER RETENTION AMONG CONSUMERS OF FOOD AND BEVERAGE PRODUCTS IN DAMATURU, YOBE STATE, NIGERIA
Keywords:
Visual Packaging, Functional Packaging, Informational Packaging, Customer Retention, Food and BeverageAbstract
This study examined the influence of packaging attributes on customer retention in the food and beverage industry in Damaturu, Yobe State, Nigeria. Specifically, it investigated the effects of visual, functional, and informational packaging attributes on consumer retention. A survey research design was employed, targeting a population of 3,570 consumers, with a sample of 346 respondents determined using the Krejcie and Morgan (1970) table. Data were collected using structured questionnaires and analyzed through Pearson correlation and multiple regression analyses. The findings revealed that visual packaging attributes (r = 0.72, p < 0.01), functional packaging attributes (r = 0.66, p < 0.01), and informational packaging attributes (r = 0.61, p < 0.01) all have significant positive effects on customer retention. Multiple regression analysis further showed that these three variables collectively explained 61% of the variance in customer retention (R² = 0.61, F = 175.32, p < 0.01). The study concludes that effective packaging design, quality, and clear product information are critical drivers of consumer loyalty. It recommends that businesses adopt innovative, visually appealing, and functional packaging, adhere to regulatory standards, and enhance the clarity of product information to strengthen brand loyalty.References
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