Description
Abstract
This project studies the Effect of product packaging on organizational productivity. Packaging is an important part of the branding process as it plays a role in communicating the image and identity of a company. This research paper examined the impact of packaging on organizational productivity. Structured questionnaire was employed to collect data with the aid of face-to-face interviews from 100 participants through the purposive sampling method. Sampling population was used to avoid possible errors in dealing with the population. The population was narrowed down to determine the sample size using Yaro Yamani statistical formula. Results showed that packaging has a significant effect on organizational productivity. Results also found that packaging and other factors such as brand name, pricing, and promotion jointly predict organizational productivity, which accounted for 98% variance of sales turnover. The study concluded that a specific package must be developed for each product because variations in packaging can make a product saleable in various target markets. Keywords: Packaging, Brand name, Pricing, Promotion, organizational productivity and Nigeria Breweries.
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