CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Individuals have to decide the order of preference in which their wants are to be satisfied, thus objective of every item or product purchased. The effect of product packaging on sales volumes could be termed to mean all those which impinges on a products sales volume due to its packaging. Afolabi, (2000).
Packaging is a form by which the content of a particular product is protected while in transit in store and also while seen. According to Pinya and Mark (2001), packaging protects the product during movement through the distribution channels. In the marketing function, packaging provides an attractive method to convey messages about product attributes to consumers at the point of sale. It may be difficult to separate these two package functions, as they are usually interwoven.
Recently, marketers have recognized the value of packaging and understanding the vital role it plays in generating sales by connecting with consumers at the point of purchase (Jonathan, 2010). In other words, well packaged product attracts consumers’ attention to the product as it occupies shelf space in stores. Therefore, companies conduct different research plan on how to improve product packages; their colors and designs to appeal to their consumers.
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