Influence of packaging on consumer purchase decisions of cereal-based fast-moving consumer goods

Abstract

The cereal-based fast-moving consumer goods (FMCG) market in Lagos State, Nigeria, is experiencing rapid growth, driven by a rising middle class and increasing consumer awareness. Packaging has emerged as a key factor influencing consumer buying behaviour in this competitive environment. This study investigated the impact of packaging—specifically colour and background imagery—on consumer purchase decisions in Lagos State, using Nestlé's Golden Morn as a case study. Guided by the Theory of Planned Behaviour and Cue Utilisation Theory, the study adopted a descriptive survey design. Primary data were collected through a structured questionnaire administered to 133 consumers, selected through purposive and simple random sampling across retail outlets in Lagos State. Data were analysed in SPSS using descriptive statistics and correlation analysis to evaluate the relationships between packaging attributes and consumer purchase decisions. Findings revealed a strong positive correlation between packaging colour and consumer purchase decisions (r = 0.659, p < 0.001) and an even stronger correlation with background imagery (r = 0.685, p < 0.001). These results align with observed consumer behaviour in Lagos retail spaces, where packaging often serves as the first interaction between the product and the buyer. Beyond visual appeal, packaging communicates quality, trust, and brand identity. The study recommends that cereal-based FMCG brands adopt packaging strategies that are visually engaging and culturally relevant to their target audience to enhance product visibility, influence purchasing decisions, and encourage long-term customer loyalty.