PACKAGING LABEL AND CONSUMER PURCHASE DECISIONS ON INSTANT NOODLES IN SOUTH-EAST, NIGERIA

The study examined packaging label and consumer purchase decisions on instant noodles in South-East, Nigeria. The study was carried out to identify the extent packaging label enhances organisational patronage of noodle companies. The study used the cross sectional research design and research instrument via questionnaire to collect data. The analysis of data was done using tables, percentages and means. Pearson Product Moment Correlation Coefficient (through SPSS version 21.0) was used to test the hypotheses. From the 3 hypotheses stated, it was discovered that there is significant relationship between packaging label and customer preferences; Packaging label significantly associate with cultural preferences. Packaging label associates with Income status. It was concluded that the achievement of favourable consumer decision and patronage depends on the attractive nature of packaged label of the noodle products. Based on the findings, the study recommends that packaged label should be very quality since it can be use to enhance customer preferences and retention, the label on the product should be very unique to differentiate the organisational products with its competitors to achieve different cultural recognition and acceptance. Also the label and graphics on the products should be very appealing to people of different income background so as to achieve public acceptance.