Packaging Trends in Ghana

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.