Effects of Labelling Attributes of Packaged Products on Consumer’s Choice in the Cape Coast Metropolis

Abstract

The purpose of the study was to assess the effects of labelling attributes of market products on consumer’s choice in the Cape Coast Metropolis. Data were collected from 123 consumers and shopkeepers/shop owners in the Cape Coast Metropolis. Presentation and analysis of the study’s data were done using percentages and frequencies which were discussed descriptively. Chi-square tests were also used to test the association between consumers’ demographic characteristics and consumers’ choice regarding mandatory labelling attribute of packaged products. Using mixed method, both descriptive survey and exploratory research designs were employed in the study. The study used non-probability (purposive and convenience) sampling techniques in selecting the study’s respondents. Questionnaire, interview schedule and observational checklist were the main instruments used to collect the data. The study among other things found that a significant number of the consumers usually go ahead and buy packaged products even if the mandatory labelling attributes they expect are not found on them. It was further found that consumers in the Cape Coast Metropolis pay critical attention to product’s expiry date before they buy. Though, illiteracy was found to be the major factor that accounts for some consumers’ lack of familiarity with mandatory labelling attributes of packaged products. Based on these findings, it was recommended that regulatory bodies such as Food and Drug Authority (FDA) and Ghana Standard Authority (GSA) should include in their advocacy efforts to the general public, the importance of paying attention to labels especially when buying packaged products.