Packaging has found a crucial place in the agri-business value chain over the years. That is, packaging has developed well beyond its conventional purpose of simply protecting products to a key marketing role in developing shelf-appeal, providing product information, and establishing brand image and awareness. This in other words suggests that the visual appearance or look of a product with respect to its package design play a vital role to its marketability. It is therefore of essence that the effect of good product design and packaging on market value and the performance of agricultural products is looked into. This article looks at the effect of good product package design on the market value and performance of agricultural products in the Ghanaian market.
Cite this paper
Kwaku, A. R. and Fan, Q. (2020). Effect of Good Product Design and Packaging on Market Value and the Performance of Agricultural Products in the Ghanaian Market
. Open Access Library Journal, 7, e6714. doi: http://dx.doi.org/10.4236/oalib.1106714.
Wells, L.E., Farley, H. and Armstrong, G.A. (2007) The Importance of Packaging Design for Own Label Food Brands. International Journal of Retail & Distribution Management, 35, 677-690. https://doi.org/10.1108/09590550710773237
Annan, A.B. (2018) The Effects of Packaging Characteristics on Consumer Perception about Liquid Soap in Ghana. Lappeenranta University of Technology, Lappeenranta.
Essuman, K. (2008) Overview of Ghanaian Packaging Industry: Challenges and Opportunities. Presentation at Department of Communication Design, KNUST, Kumasi.
Vyas, M. (2015) Packaging Design Elements and Users’ Perception: A Context in Fashion Branding and Communication. Journal of Applied Packaging Research, 7, Article 5. https://doi.org/10.14448/japr.04.0005
Dobson, P. and Yadav, A. (2012) Packaging in a Market Economy: The Economic and Commercial Role of Packaging Communication. University of East Anglia, Norwich.
Kuvykaite, R., Dovaliene, A. and Navickiene, L. (2009) Impact of Package Elements on Consumer’s Purchase Decision. Economics & Management, 14, 441-447.
Adhikari, S. (2006) Country Paper: Nepal (2). In: APO. 2006. Postharvest Management of Fruit and Vegetables in the Asia-Pacific Region, Asian Productivity Organization (APO) and FAO, Rome, 200-208.
Adelina, B. and Morgan, H. (2007) Consumer Buying Behavior and Perception toward Retail Brand Baby Products. European Journal of Scientific Research, 120, 145-157.
Lunardo, R. and R. Guerinet, (2007) The Influence of Label on Wine Consumption: Its Effects on Young Consumers’ Perception of Authenticity and Purchasing Behavior. 105th Seminar, Bologna, 8-10 March 2007, 69-84.
Hysen, B., Mensur, V., et al. (2008) Analysis of Consumer Behaviour in Regard to Dairy Products in Kosovo. Journal of Agricultural Research, 46, 311-320.
