The impact of product packaging on customer satisfaction: a case of Crown Beverages Company Kampala, Uganda
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Date
2007-10
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kampala International University; School of Business and management
Abstract
The aim of the study was to examine the impact of packaging of soft drinks on customer satisfaction. The study was carried out in Crown Beverages Company in Kampala Uganda. It is franchise of PepsiCo with it's headquartered in New York. Having been in existence since the early 1980's it is known to be producing three different types of soft drinks, which are Pepsi-cola, Mirinda Fruity and Mirinda Orange. The study used a descriptive research on effects of packaging on customer satisfaction. This design was chosen because it illustrated clearly the relationship between packaging and customer satisfaction. This company faces a problem of not having a variety of different product lines and the packaging it uses is the same thus not satisfying its customers. A market research carried out by the researcher showed that Pepsi-cola is the only drink that is taken more often because of its low content of gases. The product should maximize the brand value. This is also a factor affecting customer satisfaction where Crown Beverages Company should not only look at maximizing of profits but also the brand value. Therefore the company should be able to use the best ways to maximize the brand value; this will create a demand for its products hence an increase in sales. Major recommendations from the study include; “Look at new ways of changing the size of its packaging and increasing or reducing the quantity but the quality should remain constant. " By the company changing the package of its product is should not be optimistic about the sales as the change may create a decrease in demand due to lack of awareness. • The company should implement new strategies of advertising its products so as to create awareness and increase the market reach.
Description
A research proposal submitted to the School of Business and Management in partial fulfillment of the requirements of a Bachelor of International Business Administration at Kampala International University
Keywords
Product packaging, Customer satisfaction