THE MODERATING ROLE OF CONSUMER CHARACTERISTICS ON THE INFLUENCE OF PACKAGING FEATURES ON BEVERAGE BRAND EQUITY AMONG POSTGRADUATE STUDENTS IN RIVERS STATE

Abstract

This study examines how consumer characteristics moderate the influence of packaging features on beverage brand equity among postgraduate students in Rivers State, Nigeria. The global beverage industry has experienced significant transformation, with packaging playing an increasingly strategic role in brand differentiation. While previous research has established the importance of packaging in brand building, limited studies have explored the boundary conditions determining when and for whom packaging features are most effective. Using a mixed-methods approach, data were collected from 346 postgraduate students across government-owned universities in Rivers State through structured questionnaires. The study employed univariate analysis of variance to test the moderating effect of consumer characteristics on the packaging-brand equity relationship. Results revealed that packaging features—including size, weight, shape, color, and attractiveness—significantly influence consumer value judgment. The analysis demonstrated that consumer characteristics, particularly age, substantially moderate the influence of packaging features on brand equity (R² = 0.762, p < .001). The interaction effect between package design and age (F = 105.704, p < .001) was the strongest predictor, accounting for more variance than either main effect alone. Respondents aged 26-30 years showed the highest likelihood of brand differentiation based on packaging features, while those above 46 years demonstrated distinct evaluation patterns. The study concludes that brand differentiation success depends on the strategic match between packaging design and target consumer characteristics. Beverage companies should develop age-targeted packaging strategies to maximize brand recognition and equity in competitive markets.