PACKAGE GRAPHIC DESIGN AND CUSTOMERS’ PATRONAGE
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Abstract
The study focused on package graphic design and customers’ patronage. Specific objectives of the study were to examine the effect of colour, image and shape as a metrics of package graphic design on customers’ patronage. This study utilized descriptive survey research design. Data was gathered from primary source. The population of the study comprises of customers of three supermarket includes Sterleg supermarket, NAO supermarket and Chico supermarket, all in Ado–Ekiti, Ekiti Nigeria. Convenience sampling technique was used to select 130 respondents. 5-point likert scale option of structured questionnaire was used. Content validity was used to determine the validity of the instrument by giving to research experts who modified and made the necessary correction so that the instrument can measure adequately. The value of the test of reliability was 0.85 with the aid of Cronbach’s Alpha reliability method which indicated that there is internal consistency of the instrument. Simple linear regression statistical tool was used to test the hypotheses through Statistical Package for Social Sciences (SPSS) version 23. The findings show that that colour, image and shape have significant effect on customers’ patronage. The study attracts recommendations as follows: Manufacturing company should engage in using attractive colour on the package of their product in order to enhance customers’ patronage., Manufacturing company should beef up the image of their product package to increase customers’ patronage and also they should design the shape of their product package to entice customers to patronage their product.
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