The Effects Of Packaging On Consumer Preference

The main objective of the study is to examine the effects of packaging on consumer preference; a case study of Promasidor Ghana Ltd (Cowbell). The specific objectives of the study are: To examine how the packaging of a product affect its patronage. To establish the major role of packaging on Cowbell products. To identify the relationship between packaging and consumer preference. The study adopted a quantitative design approach. Quantitative research designs are used when researchers seek to conduct statistical analysis, use lots of subjects, or strive for accuracy and to generalize. This was necessary because the descriptive research design provided the opportunity for thorough interpretation and explanation of the constructs for this study. One hundred and fifty (150) respondents were sampled out for the study. A non-probability sampling technique specifically convenience sampling was adopted for this study. Questionnaires were used as the data collection instrument. Questionnaires