Abstract

The aim of this study is to determine the effect of shape, typography and quality of packaging on consumer purchase decision of Macleans toothpaste in North Central Nigeria. The population of the study are users of toothpaste in north central Nigeria. The study adopted survey research design. The population size was arrived at using Cochran formula for unknown population where 423 was used as the sample size for this study. Primary data were collected using structured questionnaire from the respondents. The information gathered was evaluated using statistical package for social sciences (SPSS) software. The study deployed factor analysis using structural equation modelling (SEM) in smart partial lease square (SEM) for data analysis. The study concluded that packaging shape and packaging quality has negative and insignificant influence on consumer purchase decision towards Macleans toothpaste hence, failed to encourage purchase decision in North central Nigeria, while package typography has a positive effect on consumer purchase decision towards Macleans toothpaste in North central Nigeria and contributed significantly to consumers’ choice. Thus, Macleans toothpaste should redesi gn their package shape using unique design features that appeals to culture and ideas of the target market. Macleans toothpaste should deploy the use of superior materials in the design of their products. Lastly, Macleans toothpaste should sustain the typography on their package, however they should consider reviewing it on a regular basis.