The Effect of Packaging on Promoting and Marketing of Locally Made Goods in Nigeria: A Study of Selected SMEs in Ebonyi State
Keywords:
Local, Marketing, Packaging, Products, Promotion, SMEsAbstract
This paper examined the effects of packaging on the promotion and marketing of locally made products among SMEs in Ebonyi State. The paper using a survey approach obtained information with a five point likert scale from nine SMEs spread across the three
political zones in Ebonyi state. The data gathered was analyzed with Z-test with the aid of 20.0 version of the statistical package for social sciences (SPSS). The result showed a mean of 0.0000000 which is less than the 0.5 level of significance. The paper recommended among others that Marketing managers and strategist in SMEs should re-examine the packaging system of their products to make them more customer focused and that Intrinsic features of the product (e.g., nutritional content) and extrinsic features of the product (e.g., brand name, packaging), have a potential importance in distinguishing the product, hence should conspicuously be seen
on the package.
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