PACKAGING AND SALES PERFORMANCE OF SMALL AND MEDIUM SIZE EXPORTING FIRMS INSOUTH-SOUTH, NIGERIA
Abstract
The study investigated the relationship between packaging and sales performance of food and beverage exporting Small and Medium Enterprises (SMEs) firms sector in South-South, Nigeria. The study adopted a descriptive survey research design, with the questionnaire as the major instrument for primary data collection from a population involving 160 firms involved in exporting food and beverages. A copy of the questionnaire was administered to the sample made up of managers and owners of the firms. The questionnaire was validated by experts while the reliability test result using Cronbach Alpha produced a value of 0.814. Both descriptive and inferential statistical tools were employed to analyze the data with SPSS (version 21.0). The statistical result showed that packaging had a positive and significant relationship with sales performance. Based on the results, it was concluded that packaging is an important branding strategy that could influence significantly the marketability of Nigerian products in the international marketplace. It was therefore recommended that Nigerian SMEs that are exporting food products should package their food products in quality containers so as to avoid damages during transit or shipment. The use of quality and protective packages will ensure the safe delivery of goods to their destination and increase sales turnover and repeat patronage.
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