A study of the effects of packaging on profitability and company reputation.
Mukungurutse, Edward Tichaona.
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The objective of the study was to show that quality of packaging impacts on company profitability and reputation. The study looked at the company's current market position (especially the quality aspect) and where it wanted to be, and looked at other player's products quality. The study also looked at costs, especially the relationship of costs to profits. In production, the study compared machine and material performances statistics of local and imported materials. The study critically looked at internal records, especially correspondence between the company's purchasing department and suppliers of packaging and between the company's marketing department and customers. Vital information on all varieties of materials was technically appraised using internationally acknowledged standards measures from Standards Association of Zimbabwe (SAZ). Field studies (observation method) were carried out in wholesale and retail outlets to compare and confirm the differences and variances in performance of local and imported material. The observation also looked at consumer activity at point of sale (POS). After establishing the facts, the study came up with practicable recommendations that would allow the company to overcome quality related problems; this having been the primary objective of the study.