PACKAGING AS A BRAND COMMUNICATION VEHICLE

PACKAGING AS A BRAND COMMUNICATION VEHICLE:
CASE STUDY OF FAN MILK LIMITED, TAMALE

Thesis submitted to the Institute of Distance Learning,
Kwame Nkrumah University of Science and Technology,
Kumasi in partial fulfilment of the requirements for the award of Degree in
Commonwealth Executive Masters in Business Administration (CEMBA)

By
PATRICK AMOFA AMPONG

JUNE, 2011

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DECLARATION
I hereby declare that this submission is my own work towards the Commonwealth
Executive Masters of Business Administration (CEMBA) and that, to the best of my knowledge, it contains no material previously published by another person nor material which has been accepted for the award of any other degree of the university, except where due acknowledgement has been made in the text.

Patrick Amofa Ampong (PG 3035609)

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(Student Name & ID)

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Date

Certified by:
Prof. Steve Sobotie
(Supervisor)

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Certified by:
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(Dean)

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ABSTRACT

In the ever increasing competition of today‟s global market the need for effective product promotion is crucial. In this environment the product packaging has come to play a more important role as a brand communication vehicle. Little research has been conducted within this area in Ghana and hence the purpose of this thesis was to examine how product packaging can be used as a brand communication vehicle.
Specifically, the study focused on how the design of the product package affects consumers‟ perception of the brand, the impact of packaging on consumers‟ attitudes towards unfamiliar brands, and the benefits consumers associate with brand‟s packaging. In this study, the theoretical and empirical literature on packaging and branding was reviewed. To achieve the objective of the study, data was collected through focus group interviews with male students and female

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