Abstract:
Sale ratio is vividly dictated by equal open product exposure to consumer attention. In
these situations, the determining factor of sale is the quality of packaging. Since madein-
Ghana products remain integral part of our daily life in Ghana, it is therefore high
time that practitioners of the industry presented it safe to the consumer by packaging
them very well. On the market where local products stand in contrast with foreign ones,
packaging deficiencies of local products stand out. The ultimate goal of increasing sale
is however achieved through attractive packaging structure and quality content. This
thesis seeks to achieve the quality role packaging play in the marketability of products
on Ghanaian markets. The descriptive method of qualitative approach is purposely
employed to describe the procedures and processes in designing and constructing
packages. The general design of the pack should be underpinned with functions of a
package (protect, preserve, promote, contain and handle), with good surface graphics,
attractive but reduced colours, illustrations presenting a true and honest picture of the
content, the shape should provide convenience in handling, easy for refilling and the
ability to stand or with low support. For the purpose of this research, paper card is used
as a suitable package material for the selected products (alchoholic beverage; pito, palm
wine, akpeteshie, fruit juice; mango and pineapple juice, traditional herbal medicine;
typhoid medicine). This research is carried out in the Eastern and Greater Accra regions
of Ghana. The main sample and sampling technique adopted for the study was
purposive sampling. Interview guide, observation checklist were the main instruments
used to collect data. A structured interview guide was used to collect data from 30
respondents. However, findings reveal that plastic reduces the potency of herbal
medicine after a while in the sun. This act affects most of our locally produced products
as they are displayed in the open under the sun for sale. Also, the study reveals that
producers of locally manufactured products such as akpeteshie, pito, palm wine and
traditional herbal medicine package their products using second hand bottles scavenged
from the environment. Finally, some locally produced alcoholic beverage such as palm
wine, akpeteshie and pito are consumed the same old traditional way despite the health
implications. The study concludes that various packaging materials such as glass
bottles, plastic containers, polythene bags used to package locally manufactured goods
are industrial products and Ghanaian local producers consider these packaging
materials to be more expensive and would increase cost of production.The study
recommends that durable paper card material for packaging is encouraged because it is
cheaper, easy to come by, easy to manipulate without heavy machinery, will allow for
easy storage, clear labeling, no leakages, wouldn’t add additional cost to production
and will make products consumer friendly. This will make the entrepreneur reach the
aim of consumer satisfaction and hence maximize sales.
Description:
A THESIS IN THE DEPARTMENT OF MUSIC EDUCATION, SCHOOL OF
CREATIVE ARTS, SUBMITTED TO THE SCHOOL OF GRADUATE
STUDIES, UNIVERSITY OF EDUCATION, WINNEBA, IN PARTIAL
FULFILMENT OF THE REQUIREMENT OF THE AWARD OFMASTER OF
PHILOSOPHY (ARTS AND CULTURE) DEGREE.
JUNE, 2018