ABSTRACT

This research project is very crucial study for petals Ltd. The study was motivated by the necessity of packaging as promotional tools in the marketing of beauty care products. This research project aimed at the following.

a.       To identify packaging as a promotional, in order to increase sales and profitability of the product.

b.       To determine whether a good package can help improve a brand image.

c.        To determine whether a good packaging can help to increase its sales.

d.       To determines whether a good package can serve as a substitute to advertising.

The population of study comprises of the personnel of petals Ltd., distributors and consumes of petals beauty care. The researcher used data collection were questionnaire and oral interview. Tables and percentages were used in presenting and analyzing to data collected. The chi – square statistics was used to test the various hypothesis. The overall promo tool adopted by petals has helped to increase sales and profitability of the product tremendously. Based on the findings, the researcher recommences the following: The company should

1.  Be unique in packaging design

2.   Choose the type of packaging that must be assessed against its attributes during the appraisal of the design proposals.

3.           They should have it in mind that packaging is a complement to media advertisement.

4.           Since the company knows that properly designed package serves as a constant reminder of the firms production. It is recommended that it should incorporate all those things that will project the company’s image. The conclusion of the study of the petals Beauty care which is one of the leading cosmetics produce by petals Nigeria Limited has been successful and in order to keep up its marketing of the product, the company should use a properly designed attractive and captivating package.

TABLE OF CONTENTS

Title Page

Approval Page

Dedication

Acknowledgement

Abstract

Table of Contents

CHAPTER ONE: INTRODUCTION

Statement of Problems

Objective of Study

Research Hypothesis

Significance of Study

Limitations of Study

Scope of the Study

Brief History of the company

CHAPTER TWO:         LITERATURE REVIEW

Developing Effective Packaging

Package Decision

Package Design

Package size

Package cost

Packaging Growing Use

Evaluation of Alternatives

System Approach to Packaging

Effect of Packaging on Consumers.

CHAPTER THREE:     RESEARCH METHODOLOGY

Research Decision

Data collection Method

Population of Study

Sample Size Determination

Sample size for personnel staff

Sample size for Distributors

Questionnaire Design

Questionnaire Administration

Validity Test

Reliability Test

CHAPTER FOUR: DATA ANALYSIS AND DISCUSSION OF FINDINGS

Data Analysis

Hypothesis Testing

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION

Summary

Conclusion

Recommendation

Bibliography

Journals

Questionnaires

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

The word of marketing today is a word of unprecedented competition where company with goods and services to work extra- hand to survive such company must adopt sound marking mix in order to compete favourable.

The basic aspect of marketing mix is the product development and product mix. The product mix or component is however not complete without packaging.

Throughout the world, packaging plays a significant role in the protection presentation and promotion of consumer goods and durables; it helps in the storage, reduces damage and loss to good – in – transit and minimizes pilferage.

Traditionally, packages have been viewed in a very utilitarian fashion, that is, as a way of protecting the physical goods as it moves through the distribution channel. However, packaging in developing nation would sound to be out of place when we still see market women and traders wrap their wares with banana leaves, used newspapers, and green leaves. These traditional methods of packaging not with standing, the need for packaging is growing fast and cannot be overemphasized. In recent times, marketers have been conscious of the fact that packaging is important in the decision to purchase a product. Emphasis have therefore been shifted from the traditional belief of manufacturers that package is meant for protecting a product only. It can now be seen that in most of the super- market, various colourful and indigenous packages are used especially when the products are competing for attention.

According to the contribution of professor Julius Onah in the book, mass media and marketing communication principles, perspectives and practices, edited by Dr. Ikechukwu Nwosu (1996), where a Survey was conducted in Nigeria, “ Usuable when Empty” dominated the elements of package appeal with 36.9% frequency of mention. When the respondents were asked to indicate the type of packaging, plastic (46.9%) and glass (30.5%) came top most in the list (Nkeora & Associates 1970). However, packaging is not important only in after use services, the success of the modern super market derives primarily from the establishment of self- service operation at such a small net profit figure is dependent upon the movement of goods based on packaging.

Packaging could be said to exist in all field of human activity, the marketing consultant who tastefully furnishes his offices is trying to  package, both himself and his offices for acceptance by his client. Also, the young single girl who uses cosmetics, to enhance her beauty is packaging herself for greater acceptance by the wife- seeking bachelor”.

The aim of this research work therefore, is to examine the use of packaging as a promotional tool in the marketing of beauty care products. Also, it aims at finding out to what extent packaging influences behaviour and salient features that make it a potent respect of competition.

STATEMENT OF PROBLEMS

Despite the increasing popularity of packaging in the promotion of goods and services, one cannot but agree that there are areas of problems which need to be studied. Through some business organisations are now using packaging to promote their wares, yet many business orangisations in Nigeria concentrate their marketing effort on the traditional elements in the marketing mix. The performance of their marketing activities. The rate at which wares or products are being advertised, one may be forced to ask questions bothering on the use of packaging.

In the application of marketing mix, many companies are faced with one problem of the other. It will not be out of place that they are confronted with packaging related problems. Such problems among others may be the following.

There is the need to know whether packaging is a good promotional tool: whether it affects consumer buying decision, whether it projects the image of a company and whether its usage is a good compliment or substitute for advertisement. Does the package of a product constitute one of the determinants of seller of that products

OBJECTIVES OF STUDY

The main objective of this study is to critically assess the area of problems and seek to proper solutions.

It is therefore necessary to find out the impact of a change in the package of a product. The studies will find out among others, whether packaging has a positive effect on the buying habit and decision of consumers. To determine whether the company is image is being projected through it’s packaging policy. To what extent producers are considering packaging in their product decisions.

RESEARCH HYPOTHESIS:

In determining the use of packaging as a promotional tool in the marketing of beauty care products, some null hypothesis, otherwise known, as tentative statements have to be tested. It is only when such statements are tested by way of asking relevant questions that solutions could be proffered, to likely problems in the study.

When these tentative statements are tested and found to be correct, then, they are accepted but where they are found to be otherwise, such statements are rejected.

The following tentative statements will therefore be tested to find out their validity.

1.              H0:  (Null Hypothesis): A good package cannot serve as a substitute to advertising.

Hi  (Alternative Hypothesis): A good package can serve as substitute to advertising.

2.              H0:  An attractive package does not create impulse buying.

Hi:  An attractive package does create impulse buying.

3.              H0:  Packaging is not a silent salesperson.

Hi:  Packaging is a silent salesperson.

4.              Ho; A good packaging policy cannot help improve a brand

Image.

Hi: A good packaging policy can help improve a brand image.

5.              H0: A beautiful packaging design cannot attract consumes.

Hi:  A beautiful packaging design can attract consumers.

SIGNIFICANCE OF STUDY        

This research work is significance in the sense that the outcome will go a long way to solve the research problems. It will show the importance of packaging as promotional tool, to both consumers and companies.

To the company, it will show the effect of packaging as a promotional tool in the marketing of their products.

To the consumers, it will show that package is part of the product brought by them.

LIMITATIONS OF STUDY:

Generally, speaking, all areas of human endeavour are characterized by some limiting factors. The successful completion of this research work might be faced with the following limitations:

Time and cost could be a major militating factor. The limited time that will be used for the research work might not provide room for accuracy and reliability of the results. One might have to make return visits top the respondents before getting the questionnaire answered which will involve increased transportation costs.

The small number of sample taken might also be a limiting factor on this research work because large samples lend themselves to more reliability and ensure sound validity of the result.

SCOPE OF THE STUDY

The scope of this research work is narrowed to the use of packaging as an effective promotional tool in the marketing of beauty care products as it related to impulse buying, projecting company’s image and its effect as a silent salesperson. It will cover the marketing of beauty care products and effects of promotional efforts.

BRIEF HISTORY OF THE COMPANY:

Franemm industry Limited marketers of petals cosmetics Limited was established in 1992. It is owned by Mr. Francis Nwakama. He is the present managing director of the company. It started as one-man business but now it has many branches all over the country. Nwakama held from Anabra State and he is married with children.

The organization commenced manufacturing of petals range of cosmetics products, but today, petals is a held name in Nigeria as he operate the nation as in all ECOWAS State. He is still making moves to develop new markets.

A national distribution network is maintained to ensure that the products are available all over the country.

Petals products are reputed for quality and most of its brands have become household adhered to in order to ensure that petals products are consistency dependable.

Franemm cosmetics industry is a well established company to reckon with in terms of beauty care products produced for consumer use. It is on of the leaders in the cosmetic industry.

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