Impact Of Packaging On Organizational Marketing

1. Abstract or Introduction

In today’s competitive environment, packaging has become itself a sales promotion tool for the organizations. Even the consumer’s buying behavior also get stimulated by the packaging quality, color, wrapper, and other characteristics of packaging. Furthermore, it is also argued that quality packaging not only increases sales but also reduces market and promotional costs. Packaging is considered the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. (Ahmed, Parmer & Amin, 2014). Additionally, packaging also refers to the process of design, evaluation, and production of packages. Packaging can be described as a coordinated system of preparing goods for transport,

The main objective of this study is to explore the impact of packaging on Organizational Sales turn over.

4. Research Problem and Question

The management of Food Products Company wanted to study the impact of different type of packaging (plastic, glass and tetrapack) on the organizational sales turnover. Therefore, the sales are taken as a dependent variable and types of packaging are taken as independent variables. Sales are a ratio scale variable, whereas, the type of packaging is a nominal scales variable. If there is a difference in average sales due to various type of packaging, then it would be interesting to find out which type of packaging has the maximum impact on sales.

Research Questions:

• To check whether the use of plastic, glass and tetra packaging have different effects on sales revenues?

• To check whether size of stores influence sales

Prior Literature Review

Chaneta (2012) argues that packaging can increase sales by such promotionally-oriented moves as offering smaller or larger sizes more multipacks, better pictures of the product itself, illustrations of the product in use and more effective use of color. Additionally an attractive package may speed turnover so that total costs will decline as a percentage of sales.

Sajuyigbe, Ayanleke, & Ola (2013) report that packaging and other factors such as brand name, pricing and promotion were joint predictors of sales volume in Nigeria. They further argue that package design shapes consumer perceptions and can be the determining factor in point-of-purchase decisions which characterize the majority of shopping