Browsing by Author "TANO ANDREWS"

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    Evaluating the effects of packaging on consumer behaviour of bottled mineral water in ghana. Evidence from sunyani municipality.
    (KNUST, 2023) TANO ANDREWS
    Over the past decade, a large number of bottled water packages have entered the Ghanaian market, but a few of them have maintained competition. The purpose of this study was to evaluate the effects of packaging on consumer behaviour of bottled mineral water in Ghana. The research focused on Sunyani Municipality. The study used a quantitative research design to collect and analyze data from a total of 200 respondents. Closed-ended questionnaires were used to collect data. A descriptive survey research design was used for the study using frequencies, percentages, means, and standard deviation. The findings revealed that bottled water is very attractive, has adequate information regarding the product, is valuable, package material easy to use and essential, is very durable, and is communicative. Factors such as color, attractiveness, taste, quality, price, availability, and packing are considered important ones. The attractiveness of bottled water packaging influences respondents’ purchase decisions, and the taste of bottled water packaging influences respondents' purchase decisions. The study also revealed that most of the respondent’s favorite bottle of water is well packaged, packaging entices them to buy their bottles of water, their favorite packaged bottled water offers quality products, and their favorite packaged bottled water offers quality products. The study concludes that packaging can be said to be an effective marketing tool; it plays a major role in the sale of products and also helps companies gain a sustainable competitive advantage in the marketplace. An integrated approach that involves all stakeholders; producers, distributors, retailers, and consumers is highly required for one’s brand to sear into the minds of consumers. The enforcement of quality and packaging of bottled water products has a positive relationship with companies’ performance in terms of growth, market share, and profitability. The study recommended that companies should consider producing bottled water at a cheaper cost at the expense of the quality in an attempt to fix low prices. The managing of packaging requires a high level of multi-disciplinary efforts. The crusade to promote a package of bottled water will be fruitless if the distributors and retailers that serve as the interface between producers and consumers are not adequately trained to handle water products safely. Finally, Packaging should be very attractive in terms of color, taste, quality, and label information and writing should be eligible. This can enhance consumer trafficking which leads to impulse purchases thus packages are attractive.