Packaging And Product Sales On Business Firms A Case Study Of Century Bottling Company Mukono

The topic of the study was packaging and product sales of business firms with Century Bottling Company being the case study. The researchers interest was to find out whether packaging contributes to increase in sales volumes, to find out how the attractiveness of packages influence sales and to ascertain the different factors to consider when developing a package. The researcher used questionnaire as a data collection method. Qualitative and quantitative research methods were used to have deep insight into the view of the respondent on the impact of packaging to product sales of business firms. The researcher also used qualitative and quantitative research design, the study was a case study which was an intensive descriptive, and holistic analysis of a single entity; the bounded case. The study population was 50 respondents out of 664 employees from various departments of century bottling company; it was aimed at studying a single entity in-depth in order to gain insight into the larger cases. The researcher analyzed the data collected from the field using micro soft office excel. From the study, all respondents were aware of packaging of products and think it's a great contributor to increase sales of products. The respondents also argued that attractive packaging materials and other factors like environmental factors, health concerns, and value addition among others need to be considered when developing packaging materials in order to increase on the sales of products of business entities. The researcher also recommends that business firms should invest more in creative packaging ideas so as to help solve the challenges which can't be eliminated by other areas of marketing.