The impact of packaging on sales performance: a case study of Mukwano Industries, Industrial Area Kampala -Uganda.
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Date
2010-04
Authors
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Publisher
Kampala International University, College of Economics and Management
Abstract
The study was conducted under the topic "Packaging and Sales Performance" and it had
three objectives; to find out the effect of packaging on product quality, to find out how
packaging contributes to sales performance and to establish the relationship between
packaging and sales performance.
The study adopted a qualitative, descriptive research design based on secondary data and
collected from internet based documents, and library based textbooks, journals and
presentation documents.
The study found out that packaging in essentially used to present products from any
external threats that could easily interfere with their state and get them destroyed.
However, with increased market competition, packaging proved to be one of the effective
ways of differentiating products either by color, size, visual appeal, ease of use, storage
and transportation which are the major stakes in decision making and choice. The study
found out that indeed packaging proved to be a strong force towards increasing sales
performance.
The study concluded that there is a significant relationship between packaging and sales
performance.
It was recommended that manufacturers and producers should always conduct market
surveys before adopting certain packaging features to determine the most attractive and
preferred ones, and also to continue monitoring the performance of the packages in the
market after the implementation and ton take timely remedial actions in order to save the
company's image and product performance.
Description
Research report submitted to the School of Business and Management in partial fulfillment of the Award of a bachelors Degree of International Business Administration of Kampala International University
Keywords
Packaging, Sales, Performance, Uganda