IDENTIFICATION TENDENCIES IN THE ONOMASTICS OF NON-ALCOHOLIC BEVERAGE PACKAGING DESIGN IN AKURE, NIGERIA

Non-alcoholic beverages (NAB) are widely consumed by diverse demography. Also, there are myriads of names for branding NAB for identification purposes. However, the proliferation of various naming styles on NAB packaging—such as cans, bottles, cartons, and plastics—can lead to misinterpretation, causing consumers to mistakenly associate these products with different categories. This misinterpretation can result in consumers spending more time searching for their preferred products or avoiding them altogether. Previous research highlights instances of negative brand names that evoke strong responses that may send contary signal. In Nigeria, despite the potential impact of such naming styles on consumer behavior, there has been little public outcry against them. This paper contributes to existing knowledge on product naming strategies by focusing on NAB packages commonly sold in Akure, Nigeria. Utilizing a quantitative research design associated with a survey method, the study involves visiting the Akure shopping mall to observe NAB package designs. The sample includes 184 NAB package designs across various categories: 37 milk brands, 46 soft drink brands, 31 wine brands, 38 fruit drink brands, 16 tea brands, 13 cocoa-based drink brands, and 9 coffee brands. Data collection methods include participatory observation, and the brands are classified based on onomastic styles. Participants aged 12 to 41 years observe a visual display (VD) of the sampled NAB, where only the names and shapes are available for viewing, with all other packaging variables eliminated to avoid noise. Participants then rate the ease of product identification on a scale from 5 (Very Easy) to 1 (Very Difficult). This study aims to examine how consumers perceive these brand identities in terms of onomastics, providing insights for stakeholders— brand managers, manufacturers, marketers, entrepreneurs, food regulation agencies, and designers—to achieve successful product branding