The impact of packaging on consumer purchasing decision of Coca-Cola product among Lagos State Students

ABSTRACT

The study investigates the impact of packaging on consumer purchasing decisions, with a focus on the Coca-Cola brand among students of Lagos State University, Ojo Campus. Packaging plays a critical role in marketing by influencing consumers’ perceptions, attitudes, and buying behavior. The study examines key packaging elements, including color, design, quality, labeling, and attractiveness, and evaluates their effects on consumer choice, impulse buying, and brand loyalty. Four research hypotheses guided the study: the relationship between attractive packaging and consumer behavior, the influence of value and quality of packaging, the effect of shabby packaging, and the role of packaging in triggering impulse purchases. A descriptive survey research design was adopted, and data were collected from 200 students using a structured questionnaire based on a 5-point Likert scale. The sample was selected to represent a balanced population in terms of gender and age. Data analysis involved descriptive statistics including mean and standard deviation, and regression analysis to test the hypotheses. Findings reveal that attractive packaging (color and design) and high-quality packaging significantly positively influence consumer buying behavior, while shabby packaging negatively affects purchasing decisions. Furthermore, eye-catching packaging and promotional labeling were found to encourage impulse buying. These results underscore the importance of strategic packaging as a tool for enhancing product appeal, differentiating brands, and boosting sales in competitive markets. The study concludes that companies should invest in innovative and high-quality packaging designs to strengthen consumer engagement and drive purchasing decisions. Recommendations are made for marketers and brand managers to focus on packaging elements that resonate with consumers’ preferences and psychological triggers.