PACKAGING ATTRIBUTE AND MARKETING PERFORMANCE OF FOOD AND BEVERAGES FIRMS IN RIVERS STATE

Abstract

This study focused on examining the association between packaging attribute and marketing performance of food and beverages firms operating in Rivers State. The study adopted a cross-sectional survey research design. The target population of this study was made up of twenty-seven (27) food and beverages firms operating in Rivers State. This study adopted census sampling technique because the population is small. That means all the elements in the population, i.e. the entire food and beverages firms in Rivers State were studied. However, four (4) respondents from each of the twenty-seven firms making a total of 108 respondents were draw to provide data for the study. Structured questionnaire designed in five point Likert scale of very high to very low extent was used to collect primary data. However, the researcher was able to retrieve only sixty–six (66) copies of the questionnaire distributed, while fifty-seven was used for analysis. The Pearson Movement Product Correlation and Partial Correlation were used to determine the correlation between the variables in the study with the aid of the Statistical Package for Social Sciences (SPSS) version 23.0. The study found that packaging attribute and marketing performance are correlated as packaging attribute posited statistically a significant relationship with measures of marketing performance covered in the study. The study concludes that packaging attribute has a strong, positive and significant influence on marketing performance of food and beverage firms in Rivers State. We therefore recommend amongst others that food and beverage firms in Rivers State should focus on packaging attribute and make customers’ interests their priorities and develop product strategies based on the needs and wants of customers and should analyze packaging graphic and colour to take advantage of opportunities in the industry.