Effect of Product Packaging on the Sales Volume of Small and Medium Scale Bakery Firms in South East Nigeria
Journal Title: International Journal of Academic Research in Business and Social Sciences - Year 2019, Vol 8, Issue 6
Abstract
A successful marketing strategy usually depends on a firm’s understanding of its customers, what they need and how it persuades them to buy from it. The study assess the effect of product packaging on the sales volume of small and medium scale bakery firms. Survey research design (with the combination of both qualitative and quantitative approaches) was been adopted for this study among 197 management of bakeries in five (5) Eastern States. Data collected using questionnaire was analyzed and presented using linear regression at 5% level of significance. The result of the study revealed that Product packaging has a significantly affect the sales volume of small and medium scale bakery firms in South East of Nigeria (r = .844; F = 449.311; t = 21.197). It was concluded that marketing strategy in form of product packaging adopted in bakery firms influences the performance of small and medium scale bakery firms in south-east of Nigeria and leads to increased sales performance. The management of bakeries within the south east of Nigeria, should engage the services of professionals who are knowledgeable about customer reactions towards images, colours and texts in order to continuously develop and improve on their packaging so as to boost their performance was recommended.
Authors and Affiliations
Chukwuma . , Anthony Ifeanyi, Emma Ezenyilimba, Vincent N. O. Aghara
Keywords
Related Articles
- EP ID EP564605
- DOI 10.6007/IJARBSS/v8-i6/4296
- Views 57
- Downloads 0
Influence of Accountability and Transparency on Governance in Islam
The world has reached a consensus that good governance is significant for human resource development in any society. It was on this background that this paper looks at the influence of accountability and transparency fro...
Effects of Job Characteristics on Employee Satisfaction in the Public Radio Stations in Syria
Based on the existing literature indicates that job characteristics, job satisfaction, organizational commitment, and organizational citizenship behavior are very important for effective organizational functioning, the p...
Perception of the Effectiveness of Information Content in Newspaper Advertising in Promoting Government’s New Policy: Goods and Services Tax (GST)
In Information Management (IM) field, one of the important and critical part is dissemination of information. It is also an important phase in Information Life Cycle Management. This phase is where information is activel...
Entrepreneurial Leadership Capabilities and Innovativeness in Academic Libraries: A Research Model
Entrepreneurial leadership offers an approach for library leader to be envisage, opportunistic, visionaries and influentials in facing the transformation of an academic libraries due to fiscal constraints and pressure to...
The Impact of Integrated Psychospiritual Module among the Drug Addicts in Malaysia in Elevating the Psychospiritual and Drug-Related Locus Of Control Level towards the decrease of Relapse Rate
The fluctuating number of relapse cases among the drug addicts in Malaysia has been creating many worries to all parties. This urges the parties to this problem to restudy its contributing factors, improve current treatm...