The Moderating Role of Time Pressure on the relationship between package colour and consumer switching behavior

Abstract

This study evaluates the moderating role of time pressure on the relationship between package colour and consumer switching behaviour of detergent brands in Jos North Local Government Area of Plateau State, Nigeria. The study employed a quantitative research design while data were collected through self-administration of 384 questionnaires to consumers of detergent brands in three major markets in the capital city of Jos, Jos North Local Government Area of Plateau State. Theoretically, the study linked the Impulse Purchase Theory, Theory of Trying, and Unconscious Thought Theory into the realm of consumer switching behaviour while respondents were selected through non-probability sampling method. Multiple regression method was used to analyse the data with the aid of SPSS and AMOS v.21. The findings showed that Package colour has a significant relationship with consumer switching behaviour. Similarly, the study revealed a significant relationship between time pressure and consumer switching behaviour. Lastly, the study found out that time pressure moderates between package colour and consumer switching behaviour. Practically, the findings have implications for marketing managers, government and educational institutions.