Abstract:
Packaging of food and beverage products affects consumers’ attitudes in many ways. The present study sought to examine how packaging affects customers’ attitude towards GGBL products. The research was based on a survey; questionnaires and interview guide which were used to elicit the information from the manager of GGBL in and Kumasi and sixty consumers of GGBL products. The consumer population were randomly sampled, whilst, the GGBL manager was purposively sampled. Data collected from the questionnaires were analysed by Statistical Package for the Social Sciences (SPSS) Version 2.0, whilst, descriptive methods were used to present the qualitative data. The study showed that the packagings of the GGBL products are meant to prevent the products from destruction, make products appeal and make differentiation in the market.
Description:
The food and drink industry encompasses farming, food production, packaging and distribution (Stahlberg & Maila, 2009). The industry is focused on meeting customers' demands for convenience, variety and choice and in recent years seen issues such as packaging, health and low prices becoming increasingly important to consumers. Packaging within the industry is becoming increasingly important due to the competitive nature of the sector (http://businesscasestudies.co.uk/case-studies). Many organisations including the Guinness Ghana Brewery Limited considers such issues paramount.
