Packaging and Consumers' Brand Loyalty of Fast Moving Consumer Goods

This study examines packaging and consumer brand’s loyalty of fastmoving consumer goods in Calabar municipality, Cross River State. Cross sectional survey research design is adopted, while primary data are obtained from 169 respondents with the aid of a structured questionnaire. Data analysis is done using multiple regression in the Statistical Package for the Social Sciences (SPSS 27). The findings of the study reveal that packaging colour/design, material sizes, and information has a significant effect on consumer brand loyalty of fast-moving consumer goods. Therefore, the study recommends that firms should bring eye catching colours/design, different packaging sizes to attract customers and information about the product ingredient, direction for use, firm’s head office, possible branches and outlets for distributions in the package.