ABSTRACT

The study is an evaluation of the effect of product repackaging on the performance of selected firms in Nigeria, with special reference to Nestle Nigeria PLC and Cadbury Nigeria PLC. The overall objective of this study is to evaluate the effect of product repackaging on the performance of selected firms in Nigeria while the specific objectives are to determine the impact of repackaging on market share expansion, the effect of repackaging on sales volume, and to access the impact of product repackaging on corporate profitability. The research design is time series experimental design, while the sources of data are from published annual reports of the two firms understudy. Data were analyzed using i-test of difference of mean, correlation coefficient R and spearman Rank order correlation coefficient, Based on three hypotheses that were formulated and stated in their null forms. as the findings indicate that repackaging does not contribute significantly to the expansion of market share and that repackaging does not contribute significantly to enhance the growth of corporate profitability. The research therefore recommends that companies involved in product repackaging should expand their market through promotion to create awareness of the repackaged products as means to increasing profit based enhanced turnover. Finally the cost of repackaging that was found to be high thus did not contribute significantly to growth on corporate profitability, could be managed based on the spreading of cost of repackaging over a space of years.