The Effect of Packaging on Perceived Quality and Purchase Intention of Made-In-Ghana Brands

Abstract

This article examines the impact of product packaging on the purchasing intention of Made-In-Ghana brands using Agbeve Herbal Centre Products as case study. Opining on the fact that packaging elements such as color, wrapper design, background image, and innovative ideas all have significant impact on consumers’ purchasing intention, the study establishes that visual appeal is more significant than the qualitative aspect of packaging given the area of study. Methodologically, both primary and secondary data sources were utilized through a survey research approach. The paper argues that while many Ghanaians want to purchase made in Ghana products, the packaging discourages them. In this regard, consumers are reluctant to purchasing Agbeve herbal products due to very poor packaging. The study findings revealed that given the challenge at hand, lack of packaging design experts has hampered packaging development as there are very few packaging design experts compared to the number of SMEs in the country. Ghana, to a large extent, lacks packaging design experts to help in such areas as design, and production of packaging structures. As a result, there are many manufacturers who are ready to improve upon their packages but cannot get the necessary expertise. Also, institutions such as the Food and Drug Authority and Ghana Standard Board mandated to implement the existing but inadequate laws on labeling and packaging are faced with many challenges and hence, many products with no user information are found on the market. Furthermore, education and the influx of imported products have enlightened many consumers about what a good packaging structure is. As a result, there is a growing urge for brands to be enhanced by manufacturers which stands as a major challenge to local manufacturers, many of whom do not have the means to meet such expectations. The study therefore recommends among others that, in a bid to suiting international packaging standards, a strategic campaign on the improvement of local manufacturing climate through policy, regulatory and enlightenment framework review while complementing manufacturing of Made-In-Ghana products through exploring current packaging trends so as to enhance sales and overall trade development.

Keywords: Product Packaging; Marketing; Perceived Quality; Purchase Intention

DOI: 10.7176/EJBM/11-5-09