IDEAS home Printed from https://ideas.repec.org/a/rss/jnljms/v5i6p3.html
   My bibliography  Save this article

An Assessment of the Role of Branding and Packaging in the Product Market

Author

Listed:
  • Olanrewaju Makinde Hassan

Abstract

The study is on examining the role of branding and packaging in the marketing of a product. We perceived that the role branding and packaging of a product could play in the marketability of the product cannot be overstated. Hence, the objective of the study is to assess what role branding and packaging plays in the marketing of a product. The sample population comprised of a cross section of Lecturers and students of Kogi State University, Anyigba. The study sourced primary data through the use of questionnaire and interview method from the sampled population. Secondary sources were; textbooks, sales document, journals and internet facility. The study made use of statistical tools like the frequency table and percentage to present its data, while the chi-square research technique was used to analyze and interpret collected data with reference to our stated hypotheses. Our results revealed that there is a strong relationship between the branding and the packaging of a product and the marketability of the product. This intuitively means that the brand name of a product and the manner in which the product is packaged plays a significant role in the marketability of the product and in its sales. We therefore recommended that producers of goods should end eavour to build for themselves a brand name that is enduring to guarantee a measure of control and shares in the product market. In addition, the packaging of their product should also be such that can attract a buyer naturally without necessarily tasting the content of the product.

Suggested Citation

  • Olanrewaju Makinde Hassan, 2015. "An Assessment of the Role of Branding and Packaging in the Product Market," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 5(6), pages 445-457.
  • Handle: RePEc:rss:jnljms:v5i6p3
    as

    Download full text from publisher

    File URL: http://rassweb.org/admin/pages/ResearchPapers/Paper%203_1497380812.pdf
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rss:jnljms:v5i6p3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Danish Khalil (email available below). General contact details of provider: http://www.rassweb.org .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.