Packaging Attributes and Consumers' Patronage of Milk Products

Abstract

This study was on packaging attributes and consumers' patronage of milk products. It was conducted specifically to determine the effects of packaging colour, design of wrapper, quality of packaging material, and packaging information on consumers’ patronage of evaporated milk brands. It was a cross-sectional study that obtained primary data from 168 consumers of evaporated milk brands using a structured questionnaire. Data analysis was done using descriptive statistics, and the hypotheses developed for the study were tested using multiple linear regression. Consequently, the study revealed that design of wrapper, quality of packaging material and packaging information had significant positive effects on consumers’ patronage of evaporated milk brands, while packaging colour had no significant effect in this regard. Therefore, the study recommended that manufacturers of evaporated milk brands should pay little attention to packaging colour in their packaging design process because consumers’ patronage of evaporated milk brands is influenced by more important factors than packaging colour, such as design of wrapper, quality of packaging material and packaging information. As such, we recommended, among others, that it is imperative for manufacturers of evaporated milk brands to use quality materials such as water-proof, air-tight and healthy materials to package their products to prevent damage to the product and consumers’ health.