An Assessment of the Role of Branding and Packaging in the Product Market

An Assessment of the Role of Branding and Packaging in the Product Market

Author(s) by Olanrewaju Makinde Hassan
Pages 445-457
Keywords Assessment, Role, Branding, Packaging, Product, Market
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Abstract


The study is on examining the role of branding and packaging in the marketing of a product. We perceived that the role branding and packaging of a product could play in the marketability of the product cannot be overstated. Hence, the objective of the study is to assess what role branding and packaging plays in the marketing of a product. The sample population comprised of a cross section of Lecturers and students of Kogi State University, Anyigba. The study sourced primary data through the use of questionnaire and interview method from the sampled population. Secondary sources were; textbooks, sales document, journals and internet facility. The study made use of statistical tools like the frequency table and percentage to present its data, while the chi-square research technique was used to analyze and interpret collected data with reference to our stated hypotheses. Our results revealed that there is a strong relationship between the branding and the packaging of a product and the marketability of the product. This intuitively means that the brand name of a product and the manner in which the product is packaged plays a significant role in the marketability of the product and in its sales. We therefore recommended that producers of goods should end eavour to build for themselves a brand name that is enduring to guarantee a measure of control and shares in the product market. In addition, the packaging of their product should also be such that can attract a buyer naturally without necessarily tasting the content of the product.

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