Mobilization of the Sales of Products in Ghana through Effective Packaging

Abstract

The poor packaging of some products in Ghana negatively affects their massive sales. This is largely seen in the poor standard of layout, design/illustration, lettering style selection, selection of colours and printing. The study was carried out to investigate into the factors that cause the low packaging standards of some products in Ghana. The study was driven in the concurrent triangulation design of the mixed method research design with questionnaire and direct observations being the main data collecting instruments for the research. Descriptive and case study research methods were adopted for the study. A total sample of 300 respondents constituting of package designers, manufacturers of products, shop attendants and clients some of whom were purposively sampled and others randomly sampled were engaged in the study. The quantitative data were analyzed using SPSS while the qualitative data was analyzed via thematic analysis. The analysis of the findings of the study revealed that effective packaging via the use of appropriate lettering style, colours, layout, illustrations and printing quality makes up the ‘silent salesman' that maximize the sales of many products in Ghana.  The study concludes that effective packaging can be a powerful tool to persuade consumers and lead to an increase in the sales and profits of products in Ghana. The study tasks managers of companies and graphic designers who produce packaging for products to pay close attention to the package design of their products since it is the vital fulcrum that maximizes the sales of products.