Nombo, Rose2020-04-222020-04-222017Nombo, R (2017) Assessment of the role of product packaging on sales of locally made food products in Tanzania: A Case of Dar es Salaam Region, Master dissertation, University of Dar es Salaam. Dar es Salaamhttp://41.86.178.5:8080/xmlui/handle/123456789/9903Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HD9017.T34N65)The study assessed the role of product packaging on sales of locally made food products. Two specific objectives guided the study. The first aimed to identify the factors or barriers hindering local food processors to meet customer needs on packaging and its role on sales of locally made products, while the second set to evaluate the perception of customers on local products packaging in relation to imported products and its role on sales of locally produced products. The study employed simple random sampling technique in selecting the sample size of 120 respondents, including 90 consumers and 30 producers. It also utilised questionnaires and interviews in collecting primary data whereas desk review helped to collect secondary data. Data presentation and analysis was done using qualitative and quantitative methods. Statistical Package for Social Sciences (SPSS) helped in the computation and tabulation process. The findings indicate that packaging elements such as colour, wrapper material and design, labelling and user-friendliness have great influence on consumer’s buying habit. The findings also pointed that consumers perceive well packaged food products as being of high quality and that they are now becoming more informed and conscious when choosing among brands. The findings also specify that most consumers still perceive imported food products as being of higher quality than local ones. High cost of packaging material and scarcity of packaging material suppliers are among key barriers to meeting packaging standards. This study recommends that local producers should improve production and comply with packaging standards in order to meet customer needs and increase sales.enFood industry and tradePackagingMarketingDar es Salaam regionTanzaniaThesis