Packaging As A Competitive Tool For Marketing Of Consumer Goods A Study Of Pz Cussons Aba, Abia State, Nigeria :-Ukaegbu camelus. C.
ABSTRACT
Packaging is an important part of the branding
process as it plays a role in communicating the image and identity of a
company. This research paper examined packaging as a competitive tool for
marketing of consumer goods. Structured questionnaire was employed to collect
data with the aid of face to face interview from eighty participants through
purposive sampling method. Inferential statistics was used to analyze the data,
specifically, ordinary least squares multiple regression method was employed
with aid of statistical package for social science (SPSS) version 16. Result
showed that packaging has significant effect on sales turnover. Result also
found that packaging and other factors such as brand name, pricing and
promotion jointly predict organization sales turnover, which accounted for 98%
variance of sales turnover. The study concluded that a specific package must be
developed for each product because variations in packaging can make a product
saleable in various target markets.
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UKAEGBU, C (2026). Packaging As A Competitive Tool For Marketing Of Consumer Goods A Study Of Pz Cussons Aba, Abia State, Nigeria :-Ukaegbu camelus. C. . Repository.mouau.edu.ng: Retrieved Feb 10, 2026, from https://repository.mouau.edu.ng/work/view/packaging-as-a-competitive-tool-for-marketing-of-consumer-goods-a-study-of-pz-cussons-aba-abia-state-nigeria-ukaegbu-camelus-c-7-2
C., UKAEGBU. "Packaging As A Competitive Tool For Marketing Of Consumer Goods A Study Of Pz Cussons Aba, Abia State, Nigeria :-Ukaegbu camelus. C. " Repository.mouau.edu.ng. Repository.mouau.edu.ng, 10 Feb. 2026, https://repository.mouau.edu.ng/work/view/packaging-as-a-competitive-tool-for-marketing-of-consumer-goods-a-study-of-pz-cussons-aba-abia-state-nigeria-ukaegbu-camelus-c-7-2. Accessed 10 Feb. 2026.
C., UKAEGBU. "Packaging As A Competitive Tool For Marketing Of Consumer Goods A Study Of Pz Cussons Aba, Abia State, Nigeria :-Ukaegbu camelus. C. ". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 10 Feb. 2026. Web. 10 Feb. 2026. < https://repository.mouau.edu.ng/work/view/packaging-as-a-competitive-tool-for-marketing-of-consumer-goods-a-study-of-pz-cussons-aba-abia-state-nigeria-ukaegbu-camelus-c-7-2 >.
C., UKAEGBU. "Packaging As A Competitive Tool For Marketing Of Consumer Goods A Study Of Pz Cussons Aba, Abia State, Nigeria :-Ukaegbu camelus. C. " Repository.mouau.edu.ng (2026). Accessed 10 Feb. 2026. https://repository.mouau.edu.ng/work/view/packaging-as-a-competitive-tool-for-marketing-of-consumer-goods-a-study-of-pz-cussons-aba-abia-state-nigeria-ukaegbu-camelus-c-7-2