Authors :
Dr. Musa Gambo K.K.
Volume/Issue :
Volume 9 - 2024, Issue 4 - April
Google Scholar :
https://tinyurl.com/4m6u8pxm
Scribd :
https://tinyurl.com/pp3zet5w
DOI :
https://doi.org/10.38124/ijisrt/IJISRT24APR118
Abstract :
Innovations in packaging has seen significant
development due to industrial processing of food and
need for instant food due to lack of time to prepare food
from fresh ingredients. This study explores the
application of packaging in marketing local food
products in local and foreign markets with a special
focus on an indigenous food processing company; Dala
Foods Nigeria Limited, makers of packaged Kunun
Tsamiya brand. The study adopts qualitative research
approach through case study method in order to have an
in-depth exploration of how packaging contributes to the
success of Kunun Tsamiya in the market. The selection
of participants is made by applying a non-probability
sampling technique through convenience sampling.
Structured open-ended questions are applied in the
interview and the responses are presented using
descriptive analysis of the thematic areas covered by the
interview. Findings of the study reveal that packaging is
a valuable marketing tool as it plays a significant role in
food product marketing. Similarly, it contributes
immensely towards the marketing and success story of
Kunun Tsamiya in both local and foreign markets.
Therefore, it is highly recommended that our local
companies and individual producers of food products
should warmly embrace and use proper packaging in
marketing their products without any delay.
Keywords :
Packaging, Food Products, Market, Kunun Tsamiya, Innovation.
Innovations in packaging has seen significant
development due to industrial processing of food and
need for instant food due to lack of time to prepare food
from fresh ingredients. This study explores the
application of packaging in marketing local food
products in local and foreign markets with a special
focus on an indigenous food processing company; Dala
Foods Nigeria Limited, makers of packaged Kunun
Tsamiya brand. The study adopts qualitative research
approach through case study method in order to have an
in-depth exploration of how packaging contributes to the
success of Kunun Tsamiya in the market. The selection
of participants is made by applying a non-probability
sampling technique through convenience sampling.
Structured open-ended questions are applied in the
interview and the responses are presented using
descriptive analysis of the thematic areas covered by the
interview. Findings of the study reveal that packaging is
a valuable marketing tool as it plays a significant role in
food product marketing. Similarly, it contributes
immensely towards the marketing and success story of
Kunun Tsamiya in both local and foreign markets.
Therefore, it is highly recommended that our local
companies and individual producers of food products
should warmly embrace and use proper packaging in
marketing their products without any delay.
Keywords :
Packaging, Food Products, Market, Kunun Tsamiya, Innovation.
