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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