PACKAGE MATERIAL AND BEVERAGE BRAND AWARENESS AMONG HOUSEWIVES IN SOUTH-SOUTH NIGERIA

Abstract

Background: Package material attributes consist of package quality, durability, safety, sophistication, and perceived cost. These attributes function as intrinsic quality signals that consumers use to identify and categorise brands at the retail shelf, making them potent brand awareness drivers. This study examined the influence of package material attributes on beverage brand awareness among housewives in the South-South geopolitical zone of Nigeria. 346 housewives participated in a cross-sectional survey. Five material attribute items were regressed against brand awareness. The model achieved the highest R² in the packaging-awareness series (R² = 0.434, F(5, 340) = 52.051, p < 0.001). Material durability (β = 0.417) and sophistication (β = −0.392) were dominant. The null hypothesis was rejected. In conclusion, Package material is a more powerful predictor of brand awareness than design, with durability as the primary positive driver. Manufacturers should invest strategically in durable packaging materials as a brand awareness lever.