Packaging and the Incidence of Information Overload in a Low-Risk Market: a Study of Grocery Products

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Ladipo, P.K
Rahim, A.G
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This study investigates packaging and the incidence of information overload in a low-risk market, with special reference to grocery products. A descriptive research design based on cross-sectional approach was employed. Simple random sampling technique was used to select three retail stores within Lagos metropolis, while 300 consumers were surveyed, using convenience sampling technique. The approaches to data analyses were descriptive (mean andstandard deviation) and inferential statistics, using Pearson moment correlation analysis. Data obtained were analyzed using the Statistical Package for Social Sciences (SPSS-17). The findings of the study support the following propositions: (1) packaging is significantly recognized as a source of product information, (2) consumers are aware that packaging carries product information, (3) consumers employ packaging information to makepurchase decision, and (4) consumers considers (7 items of product information) adequate in making purchase decisions. The paper concludes that consumers utilized very few items of product information on packaging and the need for companies to take into consideration only items of product information that are relevant to consumer purchase decision. This will minimize information overload and simplify consumer buying decision. Finally, focusing on these key items of product information will also reduce cost of production, which leads to price reduction, increased patronage and by extension profitability.
Staff Publications
Packaging , Low Risk Market , Information Sources , Consumer Behavior,
Ladipo, P.K and Rahim, A.G (2013) Packaging and the Incidence of Information Overload in a Low-Risk Market: a Study of Grocery Products. European Journal of Business and Social Sciences, Vol. 1 (10) 61-72 pp.