INVESTIGATING THE INFLUENCE OF PACKAGE DESIGN ON FAST FOOD CONSUMPTION IN IBADAN NIGERIA

Abstract

This research study was planned and conducted with the aim of investigating the influence of package design on fast food consumption in Ibadan, Nigeria with a view to ascertaining whether or not package design is added value to consumers’ purchasing rate of fast food. This study was conducted using random sample of 104 consumers of Cadbury plc. and Nestle Food Plc in Ibadan. Structured questionnaire was used to obtain responses from characteristic respondents who are consumers of the package products. Data obtained from the study were analysed using descriptive statistics, using the Statistical Package for Social Science (SPSS) the entire variables using Analysis of variance (ANOVA) (Version 20). Result of the finding shows that visual elements of the package design influence the purchase of the fast food product and have an input on consumer attraction. The package design elements such as picture, colour and information shows a mid-level relationship, while low level relationship was established between the package Size, technology, font style and layout. However, there is no significant difference between the fast food product that has the highest influence and the package design.