Impact of pharmaceutical packaging on consumer buying behaviour of otc drugs in port harcourt, Nigeria
This study investigates the role of pharmaceutical packaging on consumer buying behaviour of over the counter (OTC) drugs in Port Harcourt. The research is based on consumers visiting community pharmacies within Port Harcourt. A well-structured questionnaire using a 5-point Likert scale was designed and used for this study to obtain primary data from respondents. Section A of the questionnaire includes questions pertaining to respondents demographic data such as age, sex and educational qualification while Section B contains questions on packaging colour, background image, packaging material, design of wrapper, and other innovations which are all pharmaceutical packaging dimensions (independent variable) and consumers buying behaviour (dependent variable). Due to changing consumers’ lifestyle the interest in package as tool of sales promotion and stimulator of impulsive buying behaviour is increasing. The result showed that pharmaceutical packaging has a great influence on consumer buying behaviour. As such it can be concluded that packaging has an important role in marketing communications, especially at the point of sale and could be treated as one of the most important factors influencing consumer’s purchase decision.