Assessing Packaging Colours as an Effective Communication Tool in Consumer Decision Making.

Abstract

The study assesses packaging colours as a communication tool in consumer decision making. Probability Sampling (Simple Random Sampling) was used in selecting sample for the research in other to make generalization. With this technique, the researcher gave individuals an equal chance of being selected as a subject. In all 40 respondents were selected for the study. Tools employed for data collection were questionnaire design. The study reported that personal factor influence many to purchase a particular packaged food, followed by impulse buying and social factors emerging as the second influential factor in package food, followed by cultural factors and psychological factors greatly influence consumer purchase decisions. Comparing both questions indicates that the consumers who feel Good when they first see familiar food package colours recorded the highest percentage and Very good exceed those who feel Very bad and Bad when they see familiar packaged food colours. The findings again shows that the percentage of consumers who feel Good and Very Good when they first see Unfamiliar food package colours are less than who feel Bad and Very bad when they see Unfamiliar food packaged colours. And these responses attest to the fact familiar packaged food colours play a very big role in advertising.