INFLUENCE OF PRODUCT PACKAGING AND LABELLING ON CONSUMER’S PURCHASE DECISION OF SELECT SOAP DETERGENT IN UYO”.

The study focused on “Influence of Products Packaging and labelling on Consumers Purchase Decision of select soap detergents in Uyo”. This research was chosen because of the mere fact that most customers were not enlightened about products packaging and labelling. The study to delimit to consumers residing in Uyo metropolis. The design of the study was the survey method. The study’s tool was the questionnaire; the data were obtained from responses from the respondents that is from the questionnaires. The population of the study based on 2006 census was 554090 and a sample of 309 was considered for this study. In analyzing the data the researcher adopted simple percentage as statistical tool. Findings revealed that most consumers were not fully aware of advertising on packaging and labelling of select soaps determent. Secondly, consumers were not aware of which detergent was good in order for them to patronage it. Based on these findings, the study recommended that effective advertising of packaging and labelling of soap detergent should be done by the advertisers. Also, marketing segmentations should be carried out in order to reach to the ultimate consumers. Also, reliable communication channels should be used by the manufacturers of detergent in order to draw the attention of buyers based on packaging and labelling.