Packaging Strategies and Customer Patronage of Agricultural Produce Firms in Rivers State

<p><em><span lang="EN-GB">This paper investigates the relationship between packaging strategies and <span>customer patronage of agricultural produce firms in Rivers State</span>. The aim was to examine the relationship between packaging strategies and <span>customer patronage of agricultural produce firms in Rivers State using packaging size and packaging material as dimensions</span>. </span></em><em><span>The study adopted the explanatory and cross sectional survey approach</span></em><em><span lang="EN-GB">. 203 copies of questionnaire were distributed. The Multiple Regression Analysis Statistical tool was used with the aid of Statistical Package for Social Sciences (SPSS version 23.0), discriminant validity (AVE) and Cronbach Alpha verified the internal consistency and validity status and the results were positive. The findings of the study showed that packaging strategies significantly related with <span>customer patronage of agricultural produce firms</span>, thus enhancing price and referrals. Based on the findings, the study concluded that packaging strategies and customer patronage significantly correlated. Therefore, the study recommends that, Agricultural produce firms should periodically evaluate how consumers respond to their product packaging so as to enhance the competitiveness of their products in the market.</span></em></p>