THE IMPACT OF PACKAGING ON SALES OF CONSUMER PRODUCT OF GUINNESS NIGERIA PLC

Abstract

This study investigated the impact of packaging on sales of consumer product of Guinness Nigeria Plc and Cway Group in Benin City Nigeria. The study aimed to test and confirm the effectiveness of the common determinants of Packaging and how it affects the sales of Guinness Nigeria Plc Nigerian and Cway Group in Benin City Nigeria. Data for this study were collected through the questionnaire as a method of qualitative research. 157 questionnaires were obtained in giving the final result of this research. Descriptive statistics and Chi -Square were the main statistical tools employed in the analysis of data with the aid of statistical package for social science (SPSS) version 20. Result showed that packaging has significant effect on sales turnover. The study concluded that packaging is one of marketing tools that convey messages about the products to consumers. The study then recommends amongst others that before package development, management should take environmental responsibility, applicable environmental and recycling regulations into consideration and also the reuse of a package or component for other purposes should be encouraged by the managements of organizations and as well as package should not be littered by the consumers for healthy environment.