Abstract:

This study examined the effects of packaging and innovativeness on the performance of herbal medicine businesses in Gombe State. A quantitative research approach was adopted, and primary data were collected through a structured questionnaire from owners and/or managers of herbal medicine businesses. The study employed purposive and snowball sampling techniques. The findings showed that packaging had a positive and insignificant effect on business performance (β = 0.421, t = 2.417, p = 0.018), while innovativeness had a positive and significant effect (β = 0.630, t = 2.886, p = 0.000). The model produced an R2 value of .560, indicating that the predictors jointly explained 0.56 of the variance in business performance. The study concluded that strengthening modern packaging can improve the performance of herbal medicine businesses in Gombe State. The study recommended that herbal businesses owners should embrace continuous improvement in product packaging and hygienic handling in order to strengthen their competitiveness and customer patronage.