Ghanaian Exports: Meeting EU Customer Expectations Through Effective Packaging Design

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Packaging design has been identified as one major challenge in the Ghanaian Export Sector especially Non-Traditional Exports. This thesis discusses Ghanaian exports and how to meet the European Union customer expectation through the application of effective packaging design. Based on a sampled population of 25 exporters and 18 consumers who are not Ghanaians, the research revealed that Ghanaian exports do not meet EU customer expectation mainly because the packaging designs and labelling do not exhibit strong visual appearance. For that matter they cannot communicate clearly the products’ values and benefits in the minds of the consumer. Environmental accountability or sustainability issues are not considered at all. The researcher used qualitative research method to gather data through questionnaires, interviews and observations. The researcher made several recommendations. Among them are: Government agencies, institutions, SME’S (Small Scale Enterprises) and other stakeholders in the export industry should be educated as regards the requirements, needs and expectations of the importing country especially in relation to packaging. Also, research and development centres for packaging should be created in schools and colleges. Students in tertiary institutions and colleges should be encouraged to do their thesis or dissertations in packaging. Finally, this thesis attests to the fact that packaging plays a critical role in nation building. It serves as a means of identification and communication. Packaging helps to develop human culture. It is therefore prudent for Ghanaian exporters to invest more into effective packaging design in order to meet customer expectations.
A thesis submitted to the School of Graduate Studies, Kwame Nkrumah University of Science and Technology in partial fulfilment of the requirements for the award of the Degree of Master of Communication Design,