CHAPTER
ONE
INTRODUCTION
1.1
Background
to the Study
Individuals
have to decide the order of preference in which their wants are to be
satisfied, thus objective of every item or product purchased. The effect of
product packaging on sales volumes could be termed to mean all those which
impinges on a products sales volume due to its packaging. Afolabi, (2000).
Packaging
is a form by which the content of a particular product is protected while in
transit in store and also while seen. According to Pinya and
Mark (2001), packaging protects the product during movement through the
distribution channels. In the marketing function, packaging provides an
attractive method to convey messages about product attributes to consumers at
the point of sale. It may be difficult to separate these two package functions,
as they are usually interwoven.
Recently,
marketers have recognized the value of packaging and understanding the vital
role it plays in generating sales by connecting with consumers at the point of
purchase (Jonathan, 2010). In other words, well packaged product attracts
consumers’ attention to the product as it occupies shelf space in stores.
Therefore, companies conduct different research plan on how to improve product
packages; their colors and designs to appeal to their consumers.
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