The impact of packaging on sales performance: a case study of Mukwano Industries, Industrial Area Kampala -Uganda.

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Kampala International University, College of Economics and Management
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.
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
Packaging, Sales, Performance, Uganda