Abstract

This paper investigates the influences of product packaging design on rational and irrational behaviours in consumption choices. Contemporary consumers display levels of rationality and irrationality in their consumption preferences. Rational factors influencing consumption patterns are considered to be thoughtful and evaluative while irrational factors are known to be impulsive and reactive.  Therefore, the study assessed the relevance of product packaging in prompting the patronage of some selected household items amongst university students. These items are phones, laptops and consumables. The students were randomly selected on gender basis. The collected data from respondents was analyzed using the Statistical Package Social Sciences (SPSS). Findings revealed that the influence of rationality and irrationality are inherent in consumer behaviours, but personal interest of consumers at a particular point in time takes precedence.  

Key Word: Aesthetics, Rational Consumers, Irrational Consumers, Product Packaging