Abstract

Due to the crucial role that packaging plays in informing and enhancing the aesthetical value of a brand, its essential contribution to marketing cannot be downplayed. With the stiff competition going on among non-alcoholic beverage marketers, it is essential to investigate the role that packaging plays on Babcock university undergraduates’ purchase of these drinks as well as to determine the most significant element in non-alcoholic beverage packaging that influences this choice. This research was anchored on the VIEW model. Using the survey research design, from a population of 5787, the sample size of 220 was drawn with the aid of Saunders, Lewin & Thornhill (2009) formular. A result of 0.806 was derived from the instrument reliability test (Cronbach’s Alpha) while the data obtained were subjected to both descriptive and inferential analysis. The study found that label (28.2%) was the most important element of packaging that influenced respondents’ purchase of carbonated drinks because of the information on it. In addition, respondents’ knowledge of carbonated drinks was accountable for increase in patronage (p<0.05, β=0.292) as well as brand loyalty (p<0.05, β=0.198). Based on the findings, it was recommended that manufacturers should ensure that they disseminate accurate information on the product labels as it predicates patronage. They should leverage on other packaging elements in order to increase their brand survival.

Key Words: Carbonated Drinks Packaging, Purchase, Knowledge, Brand Loyalty

*Kolade Ajilore, Ph.D., is an Associate Professor in the Department of Mass Communication, Babcock University, Ilishan-Remo, Ogun State, Nigeria.

**Oluwafisayo Olubukola Ogunwemimo, Ph.D., is a Lecturer in the Department of Mass Communication, Babcock University, Ilishan-Remo, Ogun State, Nigeria.

^AMCRONJournal of Communication and Media Research, Vol. 10, No. 2, October 2018:   15 – 25