THE IMPACT OF PRODUCT PACKAGING ON CUSTOMER SATISFACTION, A CASE OF CROWN BEVERAGES COMPANY KAMPALA, UGANDA

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ABSTRACT

The aim of the study was to examine the impact of packaging of soft drinks on

customer satisfaction. The study was carried out in Crown Beverages Company in

Kampala Uganda. It is franchise of PepsiCo with it's headquartered in New York.

Having been in existence since the early 1980's it is known to be producing three

different types of soft drinks, which are Pepsi-cola, Mirinda Fruity and Mirinda Orange. The

study used a descriptive research on effects of packaging on customer satisfaction. This

design was chosen because it illustrated clearly the relationship between packaging and

customer satistacnon.

This company faces a problem of not having a variety of different product lines and the

packaging it uses is the same thus not satisfYing its customers. A market research carried out

by the researcher showed that Pepsi-cola is the only drink that is taken more often because of

its low content of gases.

The product should maximize the brand value. This is also a factor affecting customer

satisfaction where Crown Beverages Company should not only look at maximizing of profits

but also the brand value. Therefore the company should be able to use the best ways to

maximize the brand value; this will create a demand for its products hence an increase in

saies.

Major recommendations from the study include;

" Look at new ways of changing the size of its packaging and increasing or

reducing the quantity but the quality should remain constant.

" By the company changing the package of its product is should not be

optimistic about the sales as the change may create a decrease in demand due

to lack of awareness.

• The company should implement new strategies of advertising its products so

as to create awareness and increase the market reach.

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APA

Research, S. (2022). THE IMPACT OF PRODUCT PACKAGING ON CUSTOMER SATISFACTION, A CASE OF CROWN BEVERAGES COMPANY KAMPALA, UGANDA. Afribary. Retrieved from https://afribary.com/works/the-impact-of-product-packaging-on-customer-satisfaction-a-case-of-crown-beverages-company-kampala-uganda

MLA 8th

Research, SSA "THE IMPACT OF PRODUCT PACKAGING ON CUSTOMER SATISFACTION, A CASE OF CROWN BEVERAGES COMPANY KAMPALA, UGANDA" Afribary. Afribary, 16 Aug. 2022, https://afribary.com/works/the-impact-of-product-packaging-on-customer-satisfaction-a-case-of-crown-beverages-company-kampala-uganda. Accessed 01 Feb. 2023.

MLA7

Research, SSA . "THE IMPACT OF PRODUCT PACKAGING ON CUSTOMER SATISFACTION, A CASE OF CROWN BEVERAGES COMPANY KAMPALA, UGANDA". Afribary, Afribary, 16 Aug. 2022. Web. 01 Feb. 2023. < https://afribary.com/works/the-impact-of-product-packaging-on-customer-satisfaction-a-case-of-crown-beverages-company-kampala-uganda >.

Chicago

Research, SSA . "THE IMPACT OF PRODUCT PACKAGING ON CUSTOMER SATISFACTION, A CASE OF CROWN BEVERAGES COMPANY KAMPALA, UGANDA" Afribary (2022). Accessed February 01, 2023. https://afribary.com/works/the-impact-of-product-packaging-on-customer-satisfaction-a-case-of-crown-beverages-company-kampala-uganda