A Dissertation submitted in Partial fulfillment of the Requirement for the Award of the Degree of Master of Business Administration ( MBA-Corporate Management) of Mzumbe University
The study was conducted at Bakhresa Food Products Limited (BFPL) at Dar es Salaam. The study area was chosen because of being convenient to the researcher in obtaining data from the management and consumers of Azam products. However, upon these products, less has been done on Azam soft drinks products to explore the role of packaging and its impact on consumers‟ preferences for the success of the company; hence, requiring a study. The general objective of the study was to explore the role of packaging and its impact on consumers‟ preferences regarding Azam soft drinks products. Cross-sectional research design was used in the methodology. A sample size of 120 respondents was involved. Data collected were analysed descriptively by SPSS version 16 computer software. The findings showed that packaging materials have the function of facilitating storage, use and convenience of the products, protect products and consumers because these are performed not only for physical functions such as transit, but also for environmental influences such as moisture, gases, light, temperature etc. Likewise, social factors, the readily available/timely availability of the product and good packaging done by trained personnel were factors that influenced consumers‟ preferences and buying decisions. However, high cost of packaging materials and brand familiarity were challenges consumers encountered because some could not distinguish between Azam products and other products produced for example by Pepsi and Coca cola companies.
The study concludes that the mode of payments, colour of the products and the appearance of the product did not attract consumers to buy the products. Yet, after sales services, education of the consumers, high cost of packaging materials and brand familiarity were challenges consumers encountered. Policy makers have to see a need for the adoption of packaging strategies to maximize consumers' preferences by enhancing product quality in order to create a competitive advantage.