PACKAGING STRATEGIES AND CONSUMER PATRONAGE OF E-TAILERS IN RIVERS STATE

Abstract This study examined the relationship between packaging strategies and consumer patronage of e-tailers in Rivers State, focusing on packaging colour and packaging material, with referral as the measure of consumer patronage. A descriptive survey research design was adopted, targeting consumers who have purchased products from e-tailers within the past 12 months. A total of 384 questionnaires were distributed, of which 250 were retrieved and found usable. Data were collected using a structured questionnaire and analyzed using descriptive statistics and Spearman rank-order correlation. The findings revealed that respondents’ perceptions of packaging colour and packaging material were generally neutral, though packaging material had a slightly stronger influence on referral behavior. Correlation analysis indicated a moderate positive and significant relationship between packaging colour and referral (r = 0.574, p < 0.05) and a stronger positive and significant relationship between packaging material and referral (r = 0.625, p < 0.05). The study concludes that while attractive packaging colour captures attention, durable and high-quality packaging materials play a more important role in building consumer trust and encouraging recommendations. Based on these findings, it is recommended that e-tailers in Rivers State invest in visually appealing and durable packaging to enhance consumer satisfaction, loyalty, and positive word-of-mouth marketing.