ABSTRACT
This research was conducted to
examine packaging as a marketing tool for marketing consumer goods take NASCO
as a case study. Data gathering were merely primary including personal
interview and questionnaire ot management and staff of NASCO company. Percentage
was used to analyze the data collected. The research was guided by three
hypotheses formulated which was tested using the chi-square statistical tool to
verify the tenacity of the statement of the null hypotheses formulated to see.
TABLE OF CONTENTS
Title Page
Certification
Dedication
Acknowledgement
Abstract
Table of Contents
Chapter One: Introduction
1.1
Background
of the Study
1.2
Statement
of Research problem
1.3
Objectives
of Study
1.4
Research
Question
1.5
Statement
Hypothesis
1.6
Significance
of Study
1.7
Scope
of the Study
1.8
Limitation
of the Study
1.9
Operational
Definition of Terms
Chapter Two: Literature Review
2.1
The
Meaning and Definition of Packaging
2.2
Importance
of Packaging Consumer Goods
2.3
Forms
of Packaging
2.4
Packaging
Policies and Strategies
2.5
Reasons
why Packaging Occupies Important Place in Marketing
2.6
Criticisms
of Packaging
2.7
Legal
Implication of Packaging consumer Goods
2.8
Packaging
as a Promotional Tool for the Marketing of Consumers Goods
2.9
Summary
References
Chapter Three: Research Methodology
3.1
Research
Design
3.2
Population
of the Study
3.3
Sample
and Sampling Procedure
3.4
Method
of Data Collection
3.5
Validation
of Instrument
3.6
Method
of Data Analysis
3.7
Cut-Off
Point/Decision Rule
Chapter Four: Presentation and Analysis of Data
4.1
Presentation
of Data
4.2
Data
Analysis
4.3
Testing
of Hypotheses
Chapter Five: Summary of Findings, Conclusion and
Recommendations
5.1
Summary
of Findings
5.2
Conclusion
5.3
Recommendations
5.4
Areas
of Further Study
References
CHAPTER ONE
INTRODUCTION
1.1
BACKGROUND OF THE STUDY
In the
contemporary marketing, packaging has become so important that it cannot be
ignored buy marketers in management of product. Marketers now pay more
attention to packaging because of its vital role in the management of a product.
A
market can commit a great measure of resources to develop a product invest
much more into advertising campaign and
other personal selling efforts used as the most acceptable pricing effort.
Yet
may discover to his greatest surprise that the product is not acceptable to the
target consumers after a close receiver of the cause of such development. The
market might find out that he has either used the long package or ignorantly
not given package its right place in the course of product planning.
Nowadays
it is obvious that packaging is a significance define and companion in the
competitive market place. The widespread use of self-services sealing,
automatic vending machine and battle for space. The widespread use of
self-services selling automatic vending.
Machine
and battle for space in the shop makes packaging strategy indispensable. Most
middlemen in the channel of distribution are financial to centre to producers
that uses effectiveness packaging. Safety in packaging has become a promotion
marketing and social issue in recent years.
1.2
STATEMENT OF RESEARCH PROBLEM
It is
noted that most marketing companies do not consider packaging as very important
promotional tool when managing their product ingredients. As a result of these,
it has become necessary to bring the knowledge of the marketers to the
significance of packaging as promotional tool for the marketing of consumers
goods must go into proper product planning in term of developing an effective
packaging policies or strategies for their products.
1.3
OBJECTIVE OF THE STUDY
The
ultimate purpose of this study is to examine how good packaging service as a
promotional tool in the solves and promotion of a company’s product, and to
give a guide to manufacturer of consumable products about some things that they
should put into consideration when they are developing a package for a
product.
1.4
RESEARCH QUESTION
For
the purpose of this study, the following research questions have been designed to
guide study;
1.
Does
the packaging of consumer goods effect its smooth marketing?
2.
Does
packaging have any effect on the promotion in NASCO Company.
3.
Does
the management of firms always consider the social responsibility of packaging
a product?
4.
Has
the packaging of NASCO Company received criticism from consumers?
The
question will guide the researchers in the study of packaging as a promotional
tool in the marketing of consumer goods.
1.5
STATEMENT OF HYPOTHESIS
The
two hypotheses were formulated for the study to test the two relationship that
exist between the two variables “consumer goods and packaging”.
The
null hypotheses and the alternative hypotheses were used for this purpose.
Hypothesis One
HI: Packaging
ahs numerous indispensable effects in the enhancement and promotion of a
company’s product like the NASCO Company.
Ho: Packaging products commands speed
solves delivery.
Hypothesis Two
HI: The
completion of a product is not directly influenced by packaging.
Ho: The completion
of a product is directly influenced by packaging.
1.6
SIGNIFICANCE OF THE STUDY
The
significance of this research work induce;
1.
To
give firms clues on how to plan and produce a good package that will help them
to market their product.
2.
To
make firms to understand the role packaging plays in the solves of consumer
goods in self servicing store.
3.
To
enable firms to understand that goods packages of consumers goods is a must for
any firm that wish to increase profitability.
4.
To
enable industrial operators to understand the various criticism of packaging by
consumers of their product.
5.
To
enable consumers to understand the role good packaging play in the protection
of the consumable goods.
6.
To
enable firm to understand that package is not only for packaging products, but
it is also a promotional tool.
1.7
SCOPE OF THE STUDY
This
project is aimed at investigating the role packaging play on the promotional
activities of NASCO Company as they affect the sales of the company products.
Much
attention will be paid to the company. The information received from them in
form of feedback will then form the basis of this project.
1.8
LIMITATION OF THE STUDY
Due to
the shortness of time and limited period allocated for the writing of the
project, the researcher could not thoroughly carry out a more detailed
elaborated work. Besides combining lectures assignment and test did not make it
an easier task.
Absence
of currently published materials, such as journals and publications related to
the topic posed another serious limitation to the study.
Traveling
from Auchi to Aviele along Benin Auchi express way with motorcycle in search of
materials for effective work did not make the study an easier task with all
these put together. There was no way the researcher could prevent any of them
from effecting the final write up of this project work.
Nevertheless,
the best was still put in place, in using the available materials.
1.9
OPERATIONAL DEFINITION OF TERMS
Packaging: Means all the activities of designing and producing the
container or wrapper for a product.
Promotion: This is seen as one of the marketing mix that communicates
with individual, groups or organization directly or indirectly to facilitates
exchange by influencing audience member to accept an organizational product.
Brand: This is made up of a name and a mark intended to identify a product of
one seller or group of seller and differentiate a company product from
competing products or competitors.
Labeling: This is the part of product that carries information about the product.
Price: This is the value agreed by the member in the exchange process. It is a
means that allows products and services to get value in the eye of both buyers and the sellers.
Consumer: This is individual who purchase or buy goods and services for personal
use or household use.
Data Analysis: This is selecting the king of instrument you need to carry
out a research by separating data into parts and interpreting the figures.
Product: Is any thing that can be offered to a market question use or consumption
that satisfied the desired needs, which includes packaging colour, price
manufactures and retailer.
Trade Mark: This is a legal designation indicating that the owner has
exclusive use of brand or part of a brad and that law prohibits others from
using it.
Trade Name: This is a selected legal name of an organization rather than
the name of a specific product i.e. the name under which a company
operates.
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