The Impact of Packaging and Branding on the Marketing and Productivity of Locally Produced Goods in Nigeria

Abstract

This study examined the significance of packaging and branding in the marketing of locally produced paints in Nigeria, with a particular emphasis on a few local government districts in Lagos State. Purposive random selection was used to choose one hundred (100) employees from the companies to be our respondents. Through a self-monitored questionnaire survey, information was acquired. Two hypotheses were proposed for the research. Simple percentages, frequency, and descriptive statistics were used to analyse the data. The results of the study showed that the companies that were being studied used the produced brand name for their products as the foundation for their advertising. It also showed that optimal packaging keeps the product from changing chemically and that branding and packaging are the greatest ways to boost profitability. According to the study, businesses should hire brand managers to ensure that their products have a strong brand and incorporate packaging technologists into the decision-making process. Additionally, corporations were advised to invest more time and money in branding and packaging.