CONSUMERS’ PERCEPTION OF THE USEFULNESS AND NECESSITYOFPRODUCT LABEL INFORMATION ON FAST MOVING CONSUMER GOODS (FMCG): A STUDY OF ORAL-B.

Abstract

Consumers' concerns about food quality and safety have grown as a result of previous food crises and the never-ending discussion over the appropriateness of genetically modified organism of food products, prompting them to evaluate the use of product label information. The need for knowledge on the best method and basis for consuming food products have increased greatly, and now the label information that will provide these details can now be identified through the primary data of the product. One of the most important methods for customers to discover what's in their food is to look at the label. It allows them to make informed decisions based on all relevant information regarding the food’s safety and sanitary nature. So this study was conducted to find out if consumers use the label information and deem it necessary. In line with the objectives of this research, the instrument of data collection used was the structured questionnaire; distributed to a sample size of 285 out of the 1,385 students of the school. The data gathered was thereafter analysed, presented and interpreted using the descriptive data analysis technique. The results from the data analysis showed that majority of Mountain Top University undergraduates find product label useful and it happens to be one of the purchase decision determinants. The study recommended that FMCG companies and brands address the issue of product labelling to meet the needs and wants of the consumers.