The Impact Of Packaging Decision On Sales Performance Of Flour Products

The Role of Packaging in Product Performance

Discuss About The Packaging Decision On Sales Performance For Flour Products.

Business organization’s success depends on some factors such as availability of market, raw material production and services quality, and level of competition: all these directly affect the number of sales of the products and services. However, in many occasions, a good number of businesses operators tend to forget that packaging is an important marketing tool used in attracting the attention of since in the culinary world consumers tend to feed through their eyes (Peacock et al., 2016).  In general definition, packaging refers to any material or product designed to be used as a container or a protector of a specific product. The definition provides one major role of protection that has always been used by different organizations. The definition creates a perception of that the product is independent from the packaging material. The effect of this truth is that packaging has minimal effect on the consumer behavior towards the product, a notion that was popular in the past decades. The major packaging materials used are plastics, metals, brick carton, paper, cardboard and glass.

All these in the past days, product performance relied on the quality and the efforts exerted by the Appealing product packaging does not only offer protection but marketer towards creating the product awareness. However, due to the current change in consumer’s needs, behavior and perspectives, packaging has developed into an important tool in today’s business as a way of awareness creation among the consumers also a medium of marketing leading to the change of consumers experience and behavior (Basch et al., 2016). Large number of businesses has realized that packaging is an important aspect for them to remain relevant in the market as packaging no longer serves one role of product protection. Product packaging has been recognized as the silent sales agent with the help of several attributes such as graphics color and information. Packaging size and weights of products affect the consumer choice of products since some tend to be bulky and heavy. The weigh and the inconvenience of carrying such items lead to difference buying trends that eventually affect the sales performance of the flour (Lee et al., 2016).

 Consumers pose culture of fixing products into their minds that are stored as images that tend to influence future purchasing trend of the product leading to competition not only among different products but also in the same type of product and quantity (Meemik et al., 2018). Packaging sizes such as 1kg, have different effects on sales, brands and costs that affect the sales trend of the products. The packaging of the product affects the price of the product, as those that use heavy packaging raw material tends to add the price to the product that eventually affects the sales of the product. Therefore, some organizations regulate the price of the products by using either cheap or expensive raw materials such as

Factors Affecting Consumer Behavior towards Product Packaging

Several studies have been conducted by various researchers to verify the impact of packaging on the product performance in the market and most of them have concluded that packaging has a close relationship with the product performance (Guillard et al., 2015).  Same product with different packaging also tends to have a different effect on the consumer purchasing trend depending on various aspects such as information that aids in decision making by the consumer.

Other researchers also denote the effect of color, design and packaging material on consumer’s preferences. It is clear from the researches that combination of all these elements acts as a marketing tool for those particular products. Like other companies, packaging sizes of flour have impacted consumer’s behaviors on the flour product produced by Bakhresa Group Of Companies.

Bakhresa Group based in Tanzania is the largest Industrial Houses in East Africa. The company started in the mid-70s in the Port City and developed from a humble manner and currently has extended its branches to various nations such as Zanzibar, Kenya, Malawi, Rwanda, Burundi and South Africa. The company has diversified its products to include bakeries products, dairy products, grain and milling products, media stations and many others. The grain and milling companies, have various products such as Azam Tambi flour that have different in the sales performance, especially on the weight and size. Bakhresa is an auxiliary company of Bakhresa Group of companies based in Dar es Salaam, Tanzania. It is the top industrial houses in the Eastern region of Africa with annual turnover more than the US $250 million annually (Bakhresa report, 2011).

Barkhresa Group manufactures flour that is packaged in different forms and weights such as 2kg and 3 kg. The packaging natures of the products have impacted considerable change in the sales revenue of different sizes of the flour products with one product collecting more revenue more than others. As stated on the background, product packaging has developed the functional role of protection into a marketing tool to many organizations in the today’s business arena. Packaging has adopted the roles of nutritive information, shelf appeal, awareness and brand image notwithstanding the quality. There is no doubt that a large number of East Africa consumers have a strong appeal on the nature of the products packaging. However, there are insufficient studies that have been done on the effect of the packaging on the sales performance of the same product. Therefore this forms the basis of this research. Therefore the paper is focused on identifying the impacts of packaging on sales performance regarding the different aspects such as size, color, information and graphics of the flour products produced by Barkhresa Group Manufactures. The knowledge obtained from the paper is important to every business owners who want to improve the sales performance through changing the packaging size and even design and  materials.  

Packaging Size and Weight Effects on Consumer Choice of Products

The paper tries to analyses help in understanding the effect of packaging on the sales performance of the flour product from Barkhrsa Group companies. Thus, the paper will try:

• To find out the impact of packaging size(1kg against 2 kg flour) on sales performance
• To check the effect of packaging elements on different sizes of the flour on the sales performance
• To measure the relative impact of each packaging element on the sales performance

The paper aims at studying the impact of packaging and the contribution of the packaging elements to the sales performance of organizations in focus on the Barkhrsa Group Company. At the end of this study, the following expectations should be well achieved:

•    A proper understanding of the existing works of the scholars on the impacts of the packaging on the sales performance of a product, while identifying the areas of weakness that can be worked upon for future benefit.
•    A clear understanding of the meaning of packaging
•    Roles of packaging in the sales performance of a product
•    How the elements of packaging impact the sales performance

Packaging refers to the process of designing a protective cover of a product through various materials such as paper, metal glass and wood. The packaging does not only protect the product but also serves as important roles in the consumer experience, product protection and product marketing. Both the product marketing and consumers experience have a direct impact on the sales of the produce. Therefore, appealing and effective packaging material tends to improve the attraction of a product to customers that eventually increases the urge of purchasing the product. Increased purchasing urge affects the sales performance of the produce. Thus it is very imperative for every business organization to engage ensure that the product packaging engages the consumer’s attention hence increasing the sales performance. Sales performance of a product refers to the ability of a particular product to attract the targeted customers more than others. Product sales performance is always determined using various methods such as the quality, price, material used in production, the producer and many others; however, among that determinant, packaging has never been so important to many business organizations.

Bakhresa is an auxiliary company of Bakhresa Group of companies based in Dar es Salaam, Tanzania. It is the top industrial houses in the Eastern region of Africa with annual turnover more than the US $250 million annually (Bakhresa report, 2011).

Packaging has a long history as the initial forms were leaves and trees barks that were used by the ancient people to cover various products. The nature of packaging changed through the years and came into full realization during the Industrial Revolution. The industrial revolution impacted the development of the new process of manufacturing products and packaging products too. The initial materials were metal that was used to make cans for food and beverages products: these materials provided excellent protection of the product’s moisture and flavor till the consummation period. Glass contains with secured wire on the closure were used to contain food during heating and preservation. However, these glasses did not last long and  got replaced by metal cans for heating food. In the early 1800s, the first package of paperboard was availed, through the folding of cartoons, and is still used to date for the shipment of products. In the same years of the 1800s, plastic packaging was discovered but was never used till the 20th century, and the first applications were during the World War II in contain foods for the soldiers.

Bakhresa Group of Companies and Its Flour Products

William Painter, the Founder of Crown Holdings, are the first people to gain the packaging patent that shaped the food and beverage packaging material by remodeling the use of a cork on the glass bottles. Since then several innovations and improvements have taken place to develop the packaging sector used by various products across the world. Some packaging material today has different capabilities such as oxygen-absorbing properties that enable them to eliminate residual oxygen hence reducing the oxidation of the products.

• Primary packages- these refer to the products instant package and always retained until that time that the consumer is ready to consume the product. Primary packages include plastic packets for clothes or bottled water.
• Secondary packages –these refer to the additional coverage given to a product to offer protection and always retained till the consumer is ready to use the product such as soap wrapper.
• Transportation packages –these refer to the containers responsible for product storage during transportation such as wooden boxes used to carry electronics during shipping.

Every business always puts maximum focus on expanding the sales performance of the products and services to remain relevant or command a market share. Various means that companies resort too for the sales expansion include discount offers, product promotion, accessibility of the targeted marketing and many others.  A considerable number of companies currently has realized that packaging is also critical in improving the sales performance of the particulars products as a result of the branding that is created through packaging.  The packaging actually should be included among the 4p’s of the marketing mix. Some products tend to have poor performance due to the poor packaging material used even if the quality of the substance is superb, while others tend to have a significant volume of sales irrespective of the product quality. Branding of a product tends to hold a long-lasting effect on consumers and always entails elements such as logos, taglines, slogans that must always be included in the packaging material.  The common marketing mix is the people, promotion, place, and price, but it is high time that companies embrace the role of packaging especially those that are in the food industry and one the fifth marketing mix.

In the today’s business, the top brands fully embrace the role of marketing using various aspects contained in the packaging material. Such practices have changed the notion of the protective role of packaging since without such elements on the packaging materials then customers tend to doubt the authenticity of such products leading to wavering sales trend of the product that might eventually lead to poor sales performance.

Packaging tools entail colors, company logos, description and many others that are being used to create packaging design (Aifeng, 2015). The packaging design helps the products to market it through the “look and feel” aspects that create a considerable urge within the customers to purchase the product. The design, in other words, act as direct marketing as the product itself is capable of creating the purchase need and trend without the inducement of the marketing personnel.

• Color- in the today world consumers possesses color vocabulary used in evaluating the packaging color of a product that has a direct link to the product. Additionally, color differentiates brands from other competing brands making it easy for the consumer to choose. Consumers color perception varies by factors such as culture, and each color have product suitability (Meernik et al., 2018). Therefore, it is imperative for the marketer to identify the association of color, product, and the targeted customers.
• Material – material is a visual element of packaging that passes important messages to the consumer in regards to the quality of the contained product. The cheap packaging material is mostly associated with substandard products while expensive packaging material is mostly associated with quality products.
• Design- the packaging design tends to create an iconic brand image on consumers mind, and the beautiful and attractive designs influence the purchasing design that eventually determines the sales performance of the product (Xi & Xiaodong, 2017).
• Verbal elements of packaging- these include the information drafted on the packaging material regarding the product information, nutritional information and many others tends to boost the consumer’s decision on the product(Tal, Niemann & Wansink, 2017). Products with full illustrative verbal elements tend to convince consumers of the authenticity unlike those that have less and shabby verbal elements. 

Problem Statement

Packaging, material, color and design of covering, brand image, printed information, innovation, concerns of actual use are some of the packaging elements that influence the buying behavior of the consumers. The presentation of the packaging influences the decision of the buyer on consuming a product. Product packaging is a cross-functional and multi-dimensional marketing strategy that is important in meeting the consumer needs satisfaction, saving cost and reduction of packaging material usage leading to substantial improvement in the company’s profits. Packaging role has drastically changed from the protector of the product to the point of sale. Originally, packaging was only used to protect the product, but currently, it is also used as a point of persuasion of the consumer to purchase the product (Balabanis & Craven, 2012).

Packaging plays an important role in the promotion of the product through conveying information, price indication, quantity and quality of the products, information on ingredients and direction of use of the product. Packaging plays a critical role in the identity of the product brand. The social responsibility of packaging such as misleading product, packaging, and non-environment friendly packaging affects the brand identity in the market and bring the negative perception of the product by the consumer leading to loss of customers to the competitors in the market. Consumers nowadays demand ethically. The consumers nowadays demand an environmentally friendly product and are more likely to purchase products whose packaging is perceived to be friendlier to the environment.

Below are the main aims of packaging:

• Communicate the message to the buyer

The packaging shows results of the intended information to the target audience. The package communicates information to the buyer. It shows the intended use of the product, directions on use and the intended results of the product. All the intended information are visible on the package of the products. For example with flour products, the image of the end product is usually clear on the packaging, and it attracts customers to the product (Hanlon, 2011).

• To attract the buyer

Packaging must also draw attention to itself on the shelves. There are different products with the same result and for a product to sell; the packaging of the product must stand out. It is ensured through effective image, color, size, and logo.

• To create the desire for the  product purchase

The packaging also convinces the buyer that the product can meet and satisfy their needs. It has to add value such as conveniences and ease of use of the product. It attracts the consumers to the product.

• To sell the product

Objectives

The packaging also creates the desire for the continuous purchase of the product. It does not only sell the product ones but creates a desire for repeat purchase with values such as reusable features of a product

According to Charles et al. (2011) packaging has four apparent marketing functions.  Packaging promotes the products, contains and protects, guides consumers on how to use the products and facilitates recycling and facilitates the damage to the environment. The packaging does not only protect the company’s product; it develops the perception of the product I the mind of the consumers. Companies have to pay attention to the packaging of their products as it makes the products visible and attractive to the consumer resulting in the increased or decreased sales of the product (Charles et al., 2011)

Companies use different Colors to draw the consumer attention to their products. It also differentiates the products of different companies. Color plays an important role in influencing the decision-making process of customers. According to Kelly (2010), companies use different colors to emphasize the different feelings for different products. For example black is associated with power, blue for trust, red indicates energy, green for balance or fresh and organic products. Color is an important component of packaging as consumers’ associate colors with products. The perception of color influences the likeliness of a consumer to purchase a product. Different colors symbolize different meanings to consumers. Colors such as purple, orange and yellow have a different meaning as the perception and culture of the consumer. The perceptions influence the decision of the customer to purchase a product or not. Different cultures have different perceptions about color, and most religions have sacred colors (Silayoi & Speece, 2016). The brand image motivates the consumption of products. The interaction of the consumer personality and the image of the products to be purchased also influence the product point of sale. It determines whether the consumer would purchase a product or not (Hill & Lynchehaun, 2009).

Labeling is also another packaging factor that influences the consumer purchasing behavior; it provides information on the category, instructions for the product and the ingredients of the product. Not only the taste of the product influence the consumer to purchase a product but also the extrinsic factors such as the awareness of the brand, labeling, origin, price influences the decision of the consumer to purchase a product. The labeling of products assists customers to differentiate products more easily (Morris, 2015). Labeling assists consumers to take less time when searching for products they need. Packaging with a distinctive appearance and description of the ingredients with simple and accurate information are more likely to be purchased by consumers under time pressure.  The health and nutrition issues influence the decision of the customer as they are more concerned with the ingredients of the products (Coulson, 2010).  

Intended Outcomes of the Study

The packaging material is another factor that affects the decision of the consumer to purchase a product. The material is used to prevent the product from external damages or loss. The quality of the materials affects influences the decision of the customer to purchase a product. For example, the customers associate a high-quality packaging material with to the quality of the products and are more likely to purchase the product with high-quality packaging material to the low-quality packaging material. The quality is associated with values of the products by the consumer (Taylor & Smith, 2014). The perception of the customer towards a material can influence their perceived quality of a product. The customer might not buy a product due to the perception of the material used in packaging. The material also has an impact on the sales of a product.

Packaging is also used to identify the product. The identification of the product plays an important role in drawing the attention of the consumers of the product. The wrapping design influences the choice of some products associated with kids. The goodly wrapped design is eye-catching and helps differentiate some products on the shelves drawing the attention of the consumer and eventually purchasing the product. The printed information with the details of price, description, and quality of product helps with the identification of the brand. Shah et al., (2013) indicates that labeling makes the product more visible and important element of marketing the product.  The information on the packaging supports the marketing and communication strategy of the company and helps establish the brand image and identity.

Many scholars and practitioners agree that a brand image is important to the products sales performance. Processing of information and differentiation of the preferred brand are influenced by the perceived value created by the image packaging of the product. The image of the packaging product is important as it increases the familiarity of the product with the consumer. The consumer identifies and differentiates the brand from others through the image. Brand image is assumed as a set of brand associations that is collected in the mind of the consumers (Mowen and Minor, 2011). According to Wijaya (2013), the brand image describes the framing of memory about a brand which contains the results of interpretation by the consumer to the messages, attributes, benefits, and advantages of the products. The brand image is basically what the consumers think and feel about the brand identity. The image, therefore, represents the brand perception that reflects objective or subjective reality.

Literature Review

 Consumers feel more comfortable with famous brands of products and purchase them as they feel that they know the products. They have an assumption that the famous brand is reliable, easy to find, always available and quality is also good hence mostly chosen by consumers. Being innovative about the packaging design also increase the perception of the value of the product in the mind of the consumer. When the products meet the requirement and needs of the customers, the innovative design may attract them to the product. Things such as easily opening, recyclable, storage mode of the product are more appealing to the needs and preference of the customer. The consumers are more likely to purchase products with these features.

The importance of packaging has also led companies to deceive their customers to make sales. Some brands take advantage of the impact of packaging to deceive their customers into buying products. Passing off is a common cause of many brands. Passing off describes the situations where companies find the relationship of their product to the need of the customer while in reality, the relationship does not exist (Clarke & Sweeny, 2010). Another deceptive feature used by companies in packaging is the development of private brands and using similar coloring, logo, lettering, size, and shape to popular brands to deceive the consumer into purchasing when not keen. The misleading labeling also leads the consumer into receiving incorrect information on the product they want to purchase (Grace & Cohen, 2012).

According to Gonzale et al. (2017), the main function of packaging is to protect the product against potential damage during transportation, selling and storage of the product and enhances the conveniences during the performance of these activities. Packaging is used to protect the product from contamination as the consumer do a lot of touching of the product in the shelves. The packaging allows the consumer to evaluate the product easily and acquire the information they are looking for as the packaging communicates adequately to the consumer through labeling, image, color and other features. Packaging plays an important tool in communication and identity of the products. Companies use these to their advantage and have turned it into the main marketing strategy.

Based on the literature analysis of packaging, the visual element of packaging plays an important role in the consumer decision making of purchasing a product. The verbal elements of packaging have a strong effect on the consumers at high-level involvement. The highly involved consumers show more interest in the packaging and take into consideration the information about the product and express loyalty to a particular product. For consumers under time and pressure, the visual presentation of the product packaging influences their decision on the product to purchase (Wijayi, 2013). Hence, both the visual and verbal elements are equally important when designing the packaging of the product. It is a point of sale that should be considered more important. The packaging element is a good means of marketing communication towards the consumer as most consumers value the elements on the packaging of the product. The packaging helps attract the attention of the consumers for companies while on the other hand, it assists the consumer to choose their favorite brands and the products with the ingredients that suit their needs and requirements. The packaging also assists companies to promote their products in the competitive market. According to Taylor and Smith (2014), information on the packaging is an important component of the product, and it assists the companies to establish their brand and identity in the market. It is a good strategy for marketing the product. The information provides the information on the quality of the product, the price, and the identity of the product which assists consumers to decide on the product to purchase.

This section presented the methodology to be approved and adopted in performing this research which included; research area, study design, populace and sample size, and sampling systems, data collection measures and data analysis methods.

The research was performed at Barkhresa Food Products Company in Dar es Salaam Tanzania. It was selected due to its convenience to the researcher in getting the required information and data from the administration, workers and the consumers of the company’s products. Bakhresa provides goods and services of the global heights and that which is affordable to the best part of the consumers. The company is known for producing and packaging of high quality, nutritious and delicious creams, fruit juices of various types such as passion, orange, and mango juices respectively and flour products. Despite all these quality products, there have been public outcries concerning the packaging designed to pack various beverages and flours products in comparison to other players in the same industry. This has posed an urge to investigate the purpose of the company’s packaging and its effects on consumers’ preferences for the achievement of the organisation; thus requiring the research.

In this study, the cross-sectional research design was used as data were collected at a particular interlude of time from a comparatively hefty number of cases or units of inquisition under investigation and just one sample was analysed. This enabled the collection of data from various groups in a specified time (Ndunguru, 2006). Due to limited time and the expense involved, one sample was examined. Nevertheless, a study design plan or strategy to be used to obtain the expected or probable outcomes (Kothari, 2004).

The whole group or sections of individuals, occasion or things that are desirable to investigate explain the meaning of the population (Sekaran, 2004). The population involved in this research was 470 and consisted of the company’s staffs and consumers of the flour products.

The sample size will randomly and purposively select sample size comprised of 130 respondents (20 Flour’s company staffs and 120 consumers of the products).  Cooper and Schindler (2008) stated that, for any legitimate and dependable study to be conducted, its sample should not be less than 25% of its populace. In this case, the sample size is 26.6% of the populace; thus fulfilling their affirmations as shown in the table below.

Figure 1: Population and Sample size circulation

Group of respondents	Population	Sample	Method to be employed
Flour’s Company’s Staffs	140	10	Simple random sampling
Consumers	330	120	Purposive sampling
Total	470	130

Sampling methods offer a a wide variety of procedures so as to allow the one doing the research to minimize the quantity of data required by taking into consideration only data from sub-groups moderately than all probable cases or elements (Saunders et al., 2007). The research will apply two primary sampling methods which include simple random and purposive sampling.

The procedure will be used for the selection of the Flour’s company staffs. The reason for using this procedure is that every respondent had the same and independent opportunity of being selected.

The procedure will be applied as it is a non-random sampling method in which individual understanding of the respondent (concerning the function of packaging and its effect on consumer’s first choices) was put into consideration to major derived from the position one held or the functions s/he played in connection to a specific event. Therefore, respondents who included the consumers of these products were purposively chosen to obtain the set objectives.

Primary data and secondary collection procedures were utilized to attain the information from the respondents and other various sources.

The primary data collection that will be applied in this study included interviews, and questionnaires.

Interview

The employees were interviewed to get information concerning the function of packaging and its effect on customer’s favorites. With this regard, focus group debate was engaged involving group discussants who argued about specific subjects or issues under the facilitation of a examiner and sometimes using a recorder. It assisted the interviewee to be open to communicate oneself. According to Yin (2003) the interview tool is an imperative source of receiving information and it is supportive in managing survey connected matters as the research design shows.

Questionnaires

Questionnaires were applied to get information from consumers’ of the company’s products. The information inquired included the purpose of packaging materials for safety products, elements that manipulate consumer’s favorites for the packed flour. This balanced and supplemented information obtained under interview and documentary evaluation. The questionnaire will made and prepared in English but later translated into Kiswahili to get consistency of answers.

Secondary data are in this case are data that have been collected another person through statistical process. The secondary data used for the research included books and journals (literatures) and company’s reports.

Data were evaluated quantitatively using SPSS. Data were shown using tables for the explanation of the views of the respondent on various questions asked through planned questionnaires. Rate of recurrence and percentage distributions were used to illustrate most important variables. Qualitative data from interviews were analyzed using content examination.

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