The effect of packaging design on brand loyalty: An investigation of a food product in Abuja
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Background of the study
Packaging design is a critical element of product marketing that significantly influences brand loyalty, particularly in the food industry. In Abuja, a leading food product has undergone packaging redesign to reflect modern aesthetics, sustainability, and quality assurance. This initiative aims to capture consumer attention and enhance the overall brand experience (Nwankwo, 2023). Attractive, functional packaging not only preserves product integrity but also communicates brand values and differentiates the product from competitors. Studies have shown that innovative packaging designs can create an emotional connection with consumers, thereby increasing brand loyalty and repeat purchases (Adeleke, 2024). In a market like Abuja where consumers are becoming more discerning about product presentation and sustainability, packaging design serves as a crucial touchpoint in the customer journey (Babatunde, 2025). Despite its importance, there is limited research on how packaging design specifically affects brand loyalty in the food sector. This study investigates the impact of packaging design on consumer loyalty, focusing on aesthetic appeal, functionality, and sustainability perceptions.
Statement of the problem
Although packaging design is a key factor in product presentation, its direct effect on brand loyalty for food products in Abuja is not well understood. Consumers may be drawn to attractive packaging; however, if the design does not align with product quality or brand values, loyalty may not be sustained (Nwankwo, 2023). Inconsistent design elements and the high competition in the food industry further complicate the impact on loyalty (Adeleke, 2024). This study seeks to determine the role of packaging design in fostering brand loyalty, addressing the gap between consumer expectations and actual brand commitment, and offering insights for food companies to optimize their packaging strategies (Babatunde, 2025).
Objectives of the study:
To evaluate the impact of packaging design on consumer brand loyalty.
To identify design elements that drive consumer attachment to the brand.
To provide recommendations for enhancing packaging design to boost loyalty.
Research questions:
How does packaging design influence brand loyalty for a food product in Abuja?
Which packaging elements are most effective in building consumer loyalty?
How can food companies optimize packaging design to improve brand loyalty?
Significance of the study
This study is significant as it explores the connection between packaging design and brand loyalty in the food sector. Findings will provide actionable insights for food companies in Abuja to create packaging that not only attracts consumers but also fosters long-term brand commitment. The research contributes to marketing literature and offers practical recommendations for designing packaging that enhances consumer trust and loyalty (Adeleke, 2024).
Scope and limitations of the study:
The study is limited to assessing the impact of packaging design on brand loyalty for a specific food product in Abuja. Findings may not be generalizable to other food products or regions.
Definitions of terms:
Packaging Design: The visual and structural design of a product’s package intended to attract consumers and communicate brand values.
Brand Loyalty: The degree to which consumers consistently repurchase and support a brand.
Food Product: An edible item produced and marketed for consumption.
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