Role of Packaging on Consumer Goods Marketing

ABSTRACT

The study investigated on the role of packaging on consumer goods marketing. The objective of the study are to examine the extent to which packaging size affects consumer goods marketing, to examine the extent to which packaging logo affects consumer goods marketing and to examine the extent to which packaging design affects consumer  goods marketing. To achieve the objectives of the study, correlational research design was adopted. The researcher adopted primary data in getting the required information. In testing the hypothesis correlation coefficient was used. The findings revealed that that there is a significant relationship between the packaging size and consumer goods marketing. The findings also revealed that there is a significant relationship between packaging logo and consumer goods marketing. The researcher recommends that the marketing and business should be pay the proper attention toward the good packaging. If they use, accept, launch/introduce the poor packaging then they will face cause of the product failure. So it is necessary for the marketing manager that they should focus on the packaging standard and implement the strategy that product packaging are consider factors and dimensions of marketing.