Effect of Good Product Design and Packaging on Market Value and the Performance of Agricultural Products in the Ghanaian Market

Abstract

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.