Product Packaging and Sales Volume a Case Study of Sugar Corporation Uganda Limited in Buyukiwe District, Lugazi Town

Abstract

This study was designed to find out the impact of product packaging and sales volume in Buyukiwe District, Lugazi Town. It was specifically intended to identify the role played by product packaging towards sales volume of SCOUL.

The researcher used both qualitative and quantitative research designs with a case study and a size of 59 out of 90 respondents. Both primary and secondary data was used and the data collection methods included use of questionnaires and interview guides to collect in-depth information; they contained both open-ended and closed questions and data was analyzed using SPSS. This was used to describe newly methods of packaging used by SCOUL to package their products.

The respondents included; managers, financial controllers, supervisors, customers, and sales agents.

The study established that product packaging has great impact on the sales volume of SCOUL and improvements in the sales volume was as a result of packaging of their products. The findings show a strong positive role of product packaging towards sales volume. The study also established that though most literature focuses on product packaging towards sales volume.

The study recommends that SCOUL managers should adopt the wide use of radio advertising strategy because they are mostly used by people they could be their clients for SCOUL product. Also different languages can be used on same radio this becomes cheap by the SCOUL to meet different customers of different cultures using languages like Kiswahili, English, Luganda and Runyankole. Market research need to be emphasized so that through research customers needs and wants can be discovered. This will enhance the production of client’s tastes and preference s in the proper measured than can be affordable to the m

In conclusion, the relationship between package activities and sales volume can be termed as a strong positive correlation, this is because package activities drive sales. If marketing department ignores the role played by package activities to boost the company sales volume then it neglects a very important aspect offered by the relationship. Use of promotional activities is more viable to reach and benefit the customer, they come to know about the products, their information and product availability, it makes mass distribution possible and makes customer aspire to higher and higher things in life making life a saga of continuous struggle to acquire what they do not have, as a result firms increase on their production which in turn lead to increase in sales volume.

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