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The study makes the assessments on packaging of beverageand its influences the consumer
choice of products. The specific objectives of the study were to establish the attributes of
packaging in SBC products, to find out the impact of packaging on consumer choice of SBC
products and to identify the relationship of packaging volume on sales volume in SBC
products. The study adopted a case study research design. The target population was 30
respondents from SBC in Nyakato district in Mwanza region. Primary data and Secondary
data were used. In primary data was used questionnaires and Interview while in secondary
data was collected using documentary reviews such as published and unpublished materials,
relevant documents pertaining in sales records, books, newspapers, reports and other
information through websites. Also data were analyzed quantitatively using SPSS computer
software.
The factors that influence the consumer choice of products from SBC package according to
research findings are those package elements which were used by company such as
Informative labeling, material designed, material used in packaging and also Packaging
volume which means those elements influencing them to purchase products. Also from the
company through its package changes they can see the impact of their package to their
consumers by looking after the demand, sales volume and also purchase repeating. The study
recommends that in order to increase the sales through the package invasions they needed to
put that new package (glass package) only itself into the market and not to put different glass
package with different price this because most of consumers they found to be dilemma of not
consuming a new package due to the price of new package is high and customers are price
sensitive. So when customers they see different package always they will bends into the old
package because the price is low while the company needs to sell their new package so as to
retaining their customers and gain profit. |
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