ABSTRACT
The purpose of this research work is to analyze the role of packaging as a
promotional tool in the marketing of different brands of weavons. In nowadays
competitive marketing environment the role of package has changed due to
increasing self-service and changing consumers’ lifestyle. Firms’ interest in package
as a promotional tool is growing increasingly. Package becomes an ultimate selling
proposition stimulating impulsive buying behaviour, increasing market share and
reducing promotional costs. However, the following objectives were formulated; to
analyze the extent packaging influences buying behaviours find out the impact of a
change in package on the sales of the product, to ascertain whether brand packaging
promote the company’s image, to know the extent producers consider packaging in
their product decisions, to determine if consumes associate the appearance of a
product to its quality. The study had a population of 1,693, out of which a sample
size of 324 was realized using Taro Yamane formula. Instrument used for data
collection was primarily questionnaire. 324 copies of questionnaire were distributed
and collected.
The survey research method was adopted for the study while chisquare
was used to test the hypotheses. The findings showed that there is relationship
between packaging influence and buying behaviour and that there is impact of change
in the package of a product. Also there is relationship between brand packaging and
company’s image, and the producers consider packaging in their product decisions
and finally that consumers associate the appearance of a product to its quality. The
study recommended that manufacturing firms should periodically evaluate how
consumers respond to their product packaging so as to enhance the competitiveness
of their products in the market.
