Packaging As A Competitive Tool For Marketing Of Consumer Goods A Study Of Pz Cussons Aba, Abia State, Nigeria :-Ukaegbu camelus. C.

ABSTRACT

 Packaging is an important part of the branding process as it plays a role in communicating the image and identity of a company. This research paper examined packaging as a competitive tool for marketing of consumer goods. Structured questionnaire was employed to collect data with the aid of face to face interview from eighty participants through purposive sampling method. Inferential statistics was used to analyze the data, specifically, ordinary least squares multiple regression method was employed with aid of statistical package for social science (SPSS) version 16. Result showed that packaging has significant effect on sales turnover. Result also found that packaging and other factors such as brand name, pricing and promotion jointly predict organization sales turnover, which accounted for 98% variance of sales turnover. The study concluded that a specific package must be developed for each product because variations in packaging can make a product saleable in various target markets.