QUALITY PACKAGING AND DISTRIBUTORS’ LOYALTY OF COSMETIC MANUFACTURING FIRMS IN SOUTH-EAST, NIGERIA

This work focused on quality packaging and distributors’ loyalty of cosmetic manufacturing firms in South-East, Nigeria. The work used survey method and generated primary data through questionnaire. The data collected were analyzed using Percentages and Mean while Pearson Product Moment Correlation Coefficient (through SPSS, version, 21.0) was used to test the hypotheses. It was found that there is significant relationship between quality packaging and customer referral of the firms studied, there is significant relationship between quality packaging and repeat purchase of the firms studied and there is significant relationship between quality packaging and customer retention of the firms studied. Based on the findings, the study recommended that companies should improve the quality packaging of their products as a means to achieve customer referral.