The Imp Act Of Packaging On Sales Performance, A Case Study Of Mukwano Industries, Industrial Area Kamp Ala-Uganda.

ABSTRACT

The study was conducted under the topic "Packaging and Sales Performance" and it had

three objectives; to find out the effect of packaging on product quality, to find out how

packaging contributes to sales performance and to establish the relationship between

packaging and sales performance.

The study adopted a qualitative, descriptive research design based on secondary data and

collected from internet based documents, and library based textbooks, journals and

presentation documents.

The study found out that packaging in essentially used to present products from any

external threats that could easily interfere with their state and get them destroyed.

However, with increased market competition, packaging proved to be one of the effective

ways of differentiating products either by color, size, visual appeal, ease of use, storage

and transportation which are the major stakes in decision making and choice. The study

found out that indeed packaging proved to be a strong force towards increasing sales

performance.

The study concluded that there is a significant relationship between packaging and sales

performance.

It was recommended that manufacturers and producers should always conduct market

surveys before adopting certain packaging features to determine the most attractive and

preferred ones, and also to continue monitoring the performance of the packages in the

market after the implementation and ton take timely remedial actions in order to save the company's image and product performance.

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