Abstract

The growth of competition has made it necessary for packaging to extend its traditional functions of containing and protecting to drawing attention to a particular brand, breaking through distinctive shape and design, variant sizes and labelling, thereby highlighting brand features and benefits. Hence, the main aim of this study was to analyze packaging as a promotional tool for enhancing consumer preference for Coca-Cola products. However, the specific objectives were to: examine the extent to which distinctive shape and design enhance consumer preference for Coca-Cola products; examine the extent to which variant sizes enhance consumer preference for Coca-Cola products; and examine the extent to which labelling enhances consumer preference for Coca-Cola products. Three null hypotheses were formulated in line with the research objectives. The study was conducted in Enugu metropolis. The study population was unknown, and which sample size of 384 was determined using Yamane formula for an infinite population. The instrument used for data collection was primarily a questionnaire. Statistical package for social sciences (SPSS) was used to aid the data analysis descriptively using frequency and percentage tables and mean scores while logistic regression analysis was used to test the hypotheses. The findings show that packaging- distinctive shape, variant sizes and labelling- significantly enhances consumer preference for Coca-Cola products. The study recommended that firms should enhance packaging to enhance consumer preference for their products.