Business Management Dynamics

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ISSN: 2047-7031

bmd Business and Management Dynamics bmd
ISSN: 2047-7031  
Volume  3   Issue 1  2013  
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Article Abstract
Application of the “VIEW” Concept of Packaging in Evaluation of Promotional Effectiveness
Keywords:  “VIEW”, packaging, sachet, Peak milk, promotional effectiveness
AKABOGU, OKEY CHRISTOPHER
This research focused on the void that may be extant due to the little attention given to the application of conceptual/theoretical approaches to study packaging as an increasingly potent promotional tool. The study used the "VIEW" concept of packaging as the conceptual or theoretical framework to evaluate the promotional effectiveness of the sachet of Peak milk. Using a survey sample of 250 respondents, convenience/judgmental sampling methods were used to obtain data on consumers' retrials of sachet Peak milk in Awka, capital city of Anambra State, Nigeria. The data were analyzed using multiple regression and analysis of variance (ANOVA) procedures. The results from the study indicate that the "VIEW" concept of packaging is relevant and significant in the evaluation of promotional effectiveness; in terms of consumers' retrials of sachet Peak milk. The packaging variables (visibility, information, emotion, and workability attributes) in the "VIEW" concept explained about 53% of the variability in retrials, with the visibility, and information components having dominant influences on consumer segments who indicated that they are likely to retry sachet Peak milk. The study recommends studying the "VIEW" concept variables along with other packaging and promotional variables, in order to compare their relative contributions to promotional effectiveness.
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