COMPETITIVENESS OF A PRODUCT BASED ON ITS PACKAGE: A CASE STUDY OF TANZANIAN LOCAL CONSUMER PRODUCTS
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Abstract
Industrialization is a holistic notion as it is not relying on a single factor e.g. foreign investments or availability of resources. The holistic nature of the notion is in the sense that it requires integration of multiple entities such as technology, policies, market assurance, product competitiveness etc. just to mention as a few to actualize it. It has been noticed that most of the local producers ignore the very substantial part of packaging which is a marketing tool when it comes to selling a product. This results to poor performance of the product in the market. Following this, a research was conducted based on the local consumer products (cocoa, peanut butter, cashew nuts & tea bags) to assess and inspect the way packaging was done on different products in the supermarkets located in Dar es Salaam. The assessment was based on two groups of packaging aspects that includes structural elements and graphical elements of packaging. Structural elements composed of packaging material and wrapper design whereas graphical elements composed of label and images on the package.
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References
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