The study was carried the role of product packaging towards the sales volume of Baking Industry Company Uganda limited. The study was guided by the following objectives; to identify the forms of product packaging used by dairy products company Uganda limited in promoting their sales, to examine the role played by product packaging towards the sales volume of the Baking Industry company Uganda limited, to identify the challenges faced in product packaging their products towards improving success of their business and to find the relationship between product packaging and the sales volume Baking Industry. The researcher used descriptive, cross-sectional and explanatory research designs. Data was collected using questionnaires, interview guide. Data was collected from two sources; primary and secondary source using a sample size of 50 respondents. It was found that Hot loaf bakery company widely used various forms of packages with 100% respondent of made on the type of package that is plastic, plastic paunches, plastics bottles, Automatic pouch making, Hot loaf bakery filling & pouch sealing machines with a printing provision. The study concluded that The findings also indicated that not only Packages that affect sale volume but there are other factors such as research and development, good customer care, price reduction, good after sale service and wide coverage which influenced consumption behavior of the customers in the market. The researcher recommended that Hot loaf bakery need to understand the product packaging towards the sales volume and which media to communicate to consumers. It should put a lot of emphasize in planning promotional programs and set promotional goals and strategies and should ensure to carryout evaluations and control of packaging and make adjustments where possible.

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