PACKAGING AS A TOOL FOR COMPETITIVE MARKETING: A COMPARATIVE STUDY OF SELECTED NIGERIA AND FOREIGN CONSUMER PRODUCT (A STUDY OF UNILIVER NIGERIAN PLC, LAGOS AND PZ CUSSONS UNITED KINGDOM, MANCHESTER)

ABSTRACT

This research work investigated packaging as a tool for competitive marketing: A Comparative Study of selected Nigerian and foreign consumer product (A case study of Uniliver Nigerian Plc in Lagos and PZ Cusson United Kingdom). The inability of firms in Nigeria and foreign countries especially in food and beverage industry to come to the knowledge of the role of packaging in the creation of competitive advantage which resulted to low sales. Therefore the researcher tried to investigate the appropriate pack

aging the firms would use to determine increase attributes of product package, product feature, product optimization and customer attraction. The researcher reviewed some related literature enabled her to base her fact on the study. Spearman’s correlation coefficient and regression analysis where used in analyzing the work and 80 (Eighty) questionnaires served as the sample size. Chapter four as analyzed proved that there is a major relationship to the hypothesis being tested. This portrays packaging as truly and important tool in competitive marketing.

TABLE OF CONTENT

CHAPTER ONE

Introduction

1.1 Background of the study - - - - - - - 1

1.2 State of problems - - - - - - - - 2

1.3 Objectives of the Study - - - - - - - 2

1.4 Research Questions - - - - - - - 3

1.5 Research Hypotheses - - - - - - - 3

1.6 Scope of the Study - - - - - - - - 4

1.7 Limitations of the Study - - - - - - - 4

CHAPTER TWO

Literature Review

2.1 Introduction - - - - - - - - 6

2.2 Nature and Concept of Packaging - - - - - 6

2.3 Strategic functions of Packaging - - - - - 7

2.4 Strategy in Packaging - - - - - - - 8

2.5 Qualities of a Good Packaging - - - - - - 9

2.6 Planning the Packaging - - - - - - - 10

2.7 Packaging and Promotion - - - - - - 10

2.8 Packaging and Product Identification - - - - - 11

2.9 Cost Effectiveness - - - - -- - - - 11

2.10 Packaging in the Larger Society - - - - - - 12

2.11 Environmental Impact of Packaging - - - - - 13

2.12 Re-use and Recycle of Package and Reverse Logistics Management 13

2.13 Consumers Expectations of package both ultimate and Intermarries 14

2.14 Packaging as a tool for Public Relation - - - - 14

2.15 Summary - - - - - - - - - 15

CHAPTER THREE

3.1 Research Design - - - - - - - - 16

3.2 Area of Study - - - - - - - - 16

3.3 Population of the Study - - - - - - - 16

3.4 Determination of Sample size - - - - - - 17

3.5 Method of Data Collection - - - - - - 18

3.6 Sampling Technique - - - - - - - 18

3.7 Method of data Analysis - - - - - - - 18

3.8 Model Specification - - - - - - - 18

3.9 Validity - - - - - - - - - 19

3.10 Reliability - - - - - - - - - 19

CHAPTER FOUR

4.1 Data Presentation and Analysis - - - - - - 20

4.2 Test of Hypotheses - - - - - - - 20

4.2.1 Test 1 - - - - - - - - - 21

4.2.2 Test 2 - - - - - - - - - 23

4.2.3 Test 3 - - - - - - - - - 24

4.2.4 Test 4 - - - - - - - - - 27

4.2.5 Findings - - - - - - - - - 29

4.3 Discussion of Findings - - - - - - - 30

CHAPTER FIVE

5.0 Summary, Conclusion and Recommendation - - - - 31

5.1 Summary of Major Findings - - - - - - 31

 5.2 Conclusion - - - - - - - - - 32

5.3 Recommendation - - - - - - - - 33

References - - - - - - -- - 34

Appendix 1

LIST OF TABLES

Table 4.1 Distribution and Return of Copies of Questionnaire

Table 4.2 Attributes Evaluation of product of Unilever and PZ.

Table 4.3 Product features as contribution factors to ease Customer’s Evaluation

Table 4.4 Product attribute and role performance differential Uniliver and PZ

Table 4.5 Attractiveness Uniliver and PZ

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Packaging is the bear or container that conveys product in the distribution channel. Packaging as the act of providing package for a product plays a significant role in the effective marketing of consumer goods.

Kotler (2006) defines packaging as the wrapping of material around a consumer item that serves to contain, identify, describe, protect, display, promote and otherwise make the product marketable and keep it clean. Furthermore, the package is often the most relevant element of trade mark and contributes to advertising or communication.

Stanton (2010) defines packaging as the general group of activities in product planning which involves designing and producing the container or wrapper of product.

Nwokoye (1981) adds that the basic functions of the package are to protect the product. Hence it must be durable so as to survive handling during distribution. Furthermore, Nwokoye (1981) adds that package fulfills some important promotional functions and should be aesthetically pleasing and be distinctive enough to stand out when placed side by side with competing brands on retail shelf.

Packaging can play a major role for consumer products, packaging is important. The packaging issues revolve round the materials of packaging and colour. Packaging is indeed an important element of branding. The packing may include up to three levels of materials. The primary package refers to materials protect the primary package and which is described when the product is about to be used and the shipping package refers to package necessary for storage, identification or transportation.

1.2 Statement of Problems

Firms in Nigeria, especially in the food and beverage industry are yet to come to the knowledge of the role of packaging in the creation of competitive advantage between their offer and those of competitive, this shows paucity in the knowledge of managing the quality of packages, building into packages features and attributes that offer, ensuring that corporate package play acceptable role and ensuring that packages attract consumers.

1.3 Objectives of the Study

The major objectives of this study are to access the place of packaging as a tool for a competitive marketing. While the subsidiary objectives are;

i. To determine whether there is a significant difference between the value assessment of the attribute of product package of Uniliver compared with PZ.

ii. To determine whether there is a significant difference of assessment of target market on the contribution of product features on customer evaluation of products of Uniliver compared to PZ.

iii. To determine if product package attributes in Uniliver contribute significantly to product optimization compared to those of PZ.

iv. To determine whether packaging as the basis of market offer contributes significantly to attracting consumers of Uniliver compared to PZ.

1.4 Research Questions

1) Does packaging determine a significant difference between the values assessments of the attribute of product package of Uniliver compared with PZ.

2) Do packaging determine a significant difference of the assessment of target market on the contribution of product features of customer evaluation of product of Uniliver compared with PZ

3) Do product package attribute of Uniliver contribute significantly to product optimization than those of PZ.

4) Does packaging as the basis of market offer contribute significantly to attracting consumers of Uniliver compared to PZ.

1.5 Research Hypotheses

1) H01: There is no significant difference between the values assessments of the attributes of product package of Uniliver compared with PZ.

2) H02: There is no significant difference of the assessment of target market on the contribution of product features on customer evaluation of product of Uniliver compared to PZ.

3)  H03: Product package attributes in Uniliver do not contribute significantly to product optimization compared to those of PZ.

4) H04: Packages as basis of market offer do not contribute significantly to attracting consumers of Uniliver compared to PZ.

1.6 Scope of the Study

The scope of the study is on overview of most important opinion bearing areas of product packaging as a tool for competitive marketing. A comparative study of selected Nigeria and Foreign consumer product. A study of Uniliver Nigerian Plc Lagos and PZ Cusson United Kingdom Manchester.

1.7 Limitations of the Study

Competition in many fields of consumer goods market is at its utmost point, companies in this market are there devoting all time to endow their particular packaging with distinctive personalities. The personality of package is conveyed not merely through advertising, messaging, rather through pricing, distribution and promotion etc. The marketing of consumer goods are so complex that the incidence of communication of a particular message for one product is very high in promotional activities. This problem will continue unless products are enclosed in strong and well designed package. This study will pinpoint and express the factors that are important to modern product packaging.

The study is primarily beneficial to the students who offer marketing as a discipline in school of business management, manufacturing, industries and consumer in general.

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