A successful marketing strategy usually depends on a firm’s understanding of its customers, what they need and how it persuades them to buy from it. The study assess the effect of product packaging on the sales volume of small and medium scale bakery firms. Survey research design (with the combination of both qualitative and quantitative approaches) was been adopted for this study among 197 management of bakeries in five (5) Eastern States. Data collected using questionnaire was analyzed and presented using linear regression at 5% level of significance. The result of the study revealed that Product packaging has a significantly affect the sales volume of small and medium scale bakery firms in South East of Nigeria (r = .844; F = 449.311; t = 21.197). It was concluded that marketing strategy in form of product packaging adopted in bakery firms influences the performance of small and medium scale bakery firms in south-east of Nigeria and leads to increased sales performance. The management of bakeries within the south east of Nigeria, should engage the services of professionals who are knowledgeable about customer reactions towards images, colours and texts in order to continuously develop and improve on their packaging so as to boost their performance was recommended.
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