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Author(s): Prof. (Mrs.) C. A. Obi, Enyekit E. Owaji (PhD).

Volume/Issue: Volume 1 , Issue 1 (2021)

Abstract:

The study adopted the survey research design. The population of the study consisted of 125 respondents. The random sampling technique was used to get the sample size used in the study. The researchers used a structured questionnaire for data collection was titled “Influence of Self-Affluence of Product-Packaging on Consumers Buying Decisions that were rated on a 5-point rating scale of Very High Influence (5), High Influence (4), Average Influence (3), Little Influence (2) and No Influence (1). To establish the reliability of the instrument used in the study, the instrument was trial-tested, using 20 consumers from different tertiary institutions in Delta State. Data collected were analysed, and the instrument’s internal consistency using the Cronbach Alpha formula yielded a reliability index of 0.76 and was considered reliable. The study’s data were analysed using frequency counts, percentages and the mean, whereas t-test statistic was used to test the null hypothesis at a 0.05 level of significance. Also, Scheffe’s test showed a significant difference. This study’s findings revealed that; consumers self-esteem and ego were influenced positively in their buying decision of household products in tertiary institutions in Rivers State. The t-test result showed no significant differences in the mean responses of male and female consumers on the self-affluence influence aspect of product packaging on their buying decision in tertiary institutions in South-South. It was recommended that; manufacturers should improve the packaging of their products to provide more customers satisfaction; manufacturers should ensure that corporate and brand image goes along with the improved quality of the products.

Keywords:

Self-Affluence, Product-Packaging, Consumers, Buying Decision and Household Products.

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