AN ASSESSMENT OF THE IMPACT OF PACKAGING ON ORGANIZATIONAL SALES TURNOVER IN PHARMACEUTICAL INDUSTRY; THE CASE OF SHALINA HEALTH CARE GHANA LIMITED.
AN ASSESSMENT OF THE IMPACT OF PACKAGING ON ORGANIZATIONAL SALES TURNOVER IN PHARMACEUTICAL INDUSTRY; THE CASE OF SHALINA HEALTH CARE GHANA LIMITED.
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Date
2022
Authors
KINGSLEY, OTOO
7201780005
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Abstract
Packaging and its consequences have received attention from both practitioners and academics, with several scholars attempting to investigate impact of package and its elements on consumer’s overall purchase decision whilst others – on every stage of consumer’s decision-making process. Nevertheless, the extant literature on this issue do not provide unanimous answer concerning impact of package elements on consumer’s buying behaviour. In light of this, this research examines the impact of packaging on the sales turnover of pharmaceutical products at Shalina Healthcare Ghana Limited using a quantitative research approach and purposive sampling technique. The data relies mainly on primary data which was sourced via a questionnaire. Using purposive sample and cross-sectional data of 150 customers of the firm, the study found that there exists a relationship between product packaging, sales turnover, product attractiveness, and consumers’ interest. It further establishes that packaging impacts positively decision making of consumers of Shalina’s healthcare Limited. The study further reveals that product attractiveness impacts positively and significantly in stimulating consumers’ interest towards the product of Shalina healthcare Limited. The study therefore concludes that product packaging plays a critical role in the marketing of products as well as generating sales turnover. The study recommends that since product packaging influences sales turnover, Shalina and its management should put in measures to manage its brand personality and the overall packaging elements effectively to increase its sales turnover over time. aFurther studies could increase the sample size used and could explore the same phenomena from the employee’s perspective.