ABSTRACT
This
study investigates the influence of packaging on the purchase of cosmetics
products among final year female students in three higher institutions in
Enugu: University of Nigeria, Enugu Campus (UNEC), Enugu State University of
Science and Technology (ESUT), and Institute of Management and Technology
(IMT). The study aims to understand how packaging affects consumer purchasing
decisions, identify the key elements of effective packaging, and evaluate the
extent to which packaging can serve as a marketing tool in the competitive
cosmetics industry.
The
population of the study comprises 8,100 final year female students from the
aforementioned institutions. Using Yaro Yamane's statistical distribution, a
sample size of 381 was determined to be representative of the population. This
sample was selected to provide insights into the purchasing behavior and
preferences of young female consumers regarding cosmetic products.
Data
were collected through questionnaires distributed to the selected sample. The
analysis involved descriptive statistics, including tables and percentages, to
present a clear understanding of the data. Multiple regression tests were used
to interrogate the hypotheses generated, allowing for an in-depth examination
of the relationships between packaging variables and consumer purchasing
behavior.
The
analysis revealed several key findings regarding the impact of packaging on the
purchase of cosmetic products: Good packaging design significantly attracts consumers
to purchase the product; Consumers do not primarily view packaging as a source
of product information; Effective product packaging is an essential marketing
variable that influences consumer perceptions and purchasing decisions; Packaging
quality affects the perceived value and price of cosmetic products.
The
study highlights the critical role of packaging in a competitive environment,
especially in the cosmetics industry. Consistent with Warren Twedt's (1968)
view, the potential contribution of superior packaging to profitability is
substantial. A well-designed cosmetic package can significantly enhance sales
by being visually appealing and distinctive enough to stand out on retail
shelves. Besides attractiveness, packaging must also offer benefits such as
portability and ease of use. For instance, compact designs that fit into a
pocket cater to the fast-paced lifestyle of working-class consumers.
Moreover,
the study found that a provocative and pragmatic cosmetic packaging design has
the potential to catch consumers' attention, convincing them to make a
purchase. This finding underscores the importance of packaging as both a
functional and promotional tool in modern marketing.
Based
on the study's findings, the following recommendations are made to manufacturers
and marketers of cosmetic products: Manufacturers should design packaging
components that are visually appealing to promote rapid sales; Packaging should
clearly convey information about the product's contents; Packaging should be
designed to fulfill a promotional function, enhancing the product's
marketability; Manufacturers should use environmentally friendly materials that
are recyclable or biodegradable.
TABLE OF CONTENTS
CHAPTER
ONE
INTRODUCTION
1.1 Background
of the Study
1.2 Statement
of the Problem
1.3 Research
Question
1.4 Main
Objective
1.5 Hypothesis
of the Study
1.6 Significance
of the Study
1.7 Scope
of the Study
1.8 Limitation
of the Study
1.9 Definition
of Terms
CHAPTER
TWO
REVIEW
OF RELATED LITERATURE
2.1 Definition
and meaning of packaging
2.2 The
Role of Packaging in Marketing
2.3 An
Overview of Packaging
2.4 Consideration
in Packaging Designs
2.5
Global Trends in Packaging
2.6 Packaging
of Cosmetics
2.6.1 Prestige
Makes Glass
2.6.2 Large
size imply value
2.6.3 The
Decoration’s The Things
2.6.4 Metal
in Beauty
2.7 Summary
of Literature Review
CHAPTER
THREE
RESEARCH
METHODOLOGY
3.1 Research
Design
3.2 Area
of Study (i.e. Location of the Study
3. 3 Population
of the Study
3.4 Determination
of Sample Size
3.5
Sample Technique
3.6 Method
of Data Collection
3.7 Source
of Data
3.8 Analysis
of Data
CHAPTER
FOUR
DATA PRESENTATION,
INTERPRETATION AND ANALYSIS
4.0 Introduction
4.1 Allocation and Rate of Returns of
Questionnaire
4.2 Analysis of Data from Consumer’s
Questionnaire
4.3 Test
of Hypothesis
Testing Hypothesis 1
Testing Hypothesis 2
Testing Hypothesis 3
Testing Hypothesis 4
Testing Hypothesis 5
Testing Hypothesis 6
CHAPTER
FIVE
SUMMARY
OF FINDING, CONCLUSION AND RECOMMENDATION
5.1 Summary
of Findings
5.2 Discussion
of Results
5.3
Conclusion
5.4 Recommendation
REFERENCES
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Packaging plays a major role in all the strategic
marketing areas of product development, pricing, distribution and promotion.
The traditional “four PS” of the marketing mix are related, but only packaging
is complexly intertwined with all.
STANTON (1981) defined packaging as “the general group
of activities in product planning that involves designing and producing the
container or wrapper for a product’, while dictionary of marketing (181)
defines packaging as “the art of packing goods in efficient and attractive
containers.
The conventional purpose of packaging is to function
as a container or wrapper fro product to save it from spillage or danger.
Secondly, it serves as a vehicle that enables the
product to be conveyed from the manufacturing point to the consumption point.
Manufacturers by so doing have satisfied consumer`s desire by providing
packaged goods that guarantees product protection. Packaging does not only
protect the product but also is a tool of exhibition.
The
need for packaging and the development of packaging were caused by the fact
that production and consumption took place at separate places and times. The
division of labour meant that the produced goods had to be distributed and
transported. Due to our climatic properties, even in the prehistoric ages some
kind of storing vessels was needed to keep gathering crops. In this way the
packaging become a link between production and consumption.
Consequently, marketers have not only started
according unprecedented recognition to the concept of packaging as a marketing
instrument but have started using it
extensively as one of the major variables that can be adjusted to, to be able
to attract the consumer`s attention, especially in the self-service stores.
Packaging as a marketing instrument plays a significant role. Cosmetics
packaging trends are changing every day. Packaging has become more innovative
as consumers demand convenience and performances in their cosmetic purchase.
Manufacturers and marketers are challenged to deliver new innovative packaging
that meets consumer`s needs at more affordable prices.
In recent times, cosmetic
industry has attracted a lot of new entrant especially local manufacturers and
each of them came with his own brand into the market. They resolve to compete
with any other brand in the market, whether local or foreign and also to force
his own brand into the consumer`s shopping bag. Since the cosmetic industry is
facing stiff completion in Nigeria, a lot has been written on traditional
packaging, but emphasis have not been made on the need for an ideal modern
packaging design on cosmetics.
Nwokoye (1981) said “that
for some product classes such as cosmetics, packaging and brand naming are
major items of promotional strategy”. A well made product if not dressed in a
function packaging often remain on the shelf of the seller. Moreover, it has opined
and confirmed that eyes catching bright coloured packaging adorning the shelf
of stores and shops promote sales.
Therefore, in any
competitive environment or situation like the cosmetic industry in Nigeria to
get on with or ahead of the trend of activities the products must be packaged
for high-impact visual selling. The Nigeria consumer though faced with scarcity
of goods and limited choice can still select from variety of cosmetic products,
both local and foreign. The product and
markets being ware of this competition, tries to enhance the future of their
products by promoting them through innovative packaging designed with adequate
information on them.
1.2 Statement of the Problem
Business companies and firms market their
goods and services to the public in order to reap profit, for future survival
and growth of the business. Packaging as
one of the variables of modern marketing mix help in achieving not only
marketing objective but also overall corporate objectives. To be able to
discharge this responsibility secondly, there is need to choose correctly and adequately
the packaging design that will effectively communicate the required information
by the firm, to the target market. This has become necessary due to competitive
and depressive characteristics that the Nigerian economy and cosmetic industry
market is currently exhibiting in the recent times.
About
two to three decades ago, packaging was performing only the traditional role of
containerization and protection. Manufacturers were not bothered if the
packaging design had any aesthetic appeal, or whether they communicated and
convinced the customers to purchase. All they were after was just to contain
and distribute their products to the market.
However, with global
trends in packaging and the competitive nature of cosmetics marketing,
manufacturers now save and appreciate packaging as a promotional medium and
subsequently as a means of increasing sale. In
cognizance of the above, it has become necessary to investigate the influence
of packaging on the purchase of cosmetics products in Enugu, Enugu State.
1.3 Research Question
1. Can a good package design attract a
customer to buy a product particularly cosmetics?
2. Do consumers look at cosmetics product`s
package as a good sources of information about the product?
3. To
what extent does packaging influence consumer choice?
4. Can
good cosmetic product packaging play promotional function?
5. Is
product packaging an important marketing variable?
6. Does
good product package affect the price of cosmetic product?
1.4 Main Objective
The primary objective of
this research work is to determine the influence of packaging on the purchase
of cosmetics products in Enugu. The
specific objectives include:
1.
To
determine the influence of a good packaging in attracting consumer to buy
cosmetic product.
2.
To
ascertain whether cosmetic product package is a source of information about the
product.
3.
To
determine whether good product package influence consumer choice.
4.
To
establish whether a product packaging play promotional function.
5.
To
determine whether cosmetic products packaging is an important market variable
6.
To
ascertain whether cosmetic product package affect the price of the product
1.5 Hypothesis of the Study
The following hypothesis
will be tested to determine the influence of packaging on the purchase of
cosmetics products in Enugu, Enugu State.
1.
Ho.
A good package design of a product does not attract consumer to buy the
product.
2.
Ho.
Consumer do not look at product`s package as a good source of information about
the product.
3.
Ho.
A good product package cannot play
promotional functions.
4.
Ho.
product package is not an important
marketing variable
5.
Ho. Packaging design does not affect the price of
cosmetics product.
6.
Ho. Packaging does not influence consumer choice.
1.6 Significance of the Study
The study will enhance
the manufacturers understanding regards to what good packaging and labeling can
and will do for their profit maximization goal. From the above it is helpful to
understand product packaging describes the outward tangible elements of a
product. This includes colour, size, weight, pictures, labels, textures, shapes
and materials of product packaging. It is clear that the impact of packaging is
deep and felt in all sectors of the economy and that it`s important cannot be
over emphasized. Ensuring an effective
and efficient packaging system involves, however a number of cost element which
include the increasing cost of better and appropriate materials and their
aesthetics values, improved technologies, professional charges, etc.
1.7 Scope of the Study
The
scope of the study can be seen in two ways. That is, conceptually and
geographically. Conceptually, the study
was confined to the concept of packaging, qualities of good packaging and the
extent to which packaging can influence
the purchase of consumer and also
can be sued to promote products. It investigates everyday detail that has to go
into good packaging of cosmetic products as well as labeling. The study sought
to identify and critically assess the advantages and disadvantages of having
good packaging.
Geographically, the study was carried out
in Enugu metropolis Area. Viz: University of Nigeria Enugu Campus UNEC, which
has a population of 6,625 thousand according to the SUG (Student Union
Government) record. The metropolis was selected based on the fact that it is
arguably the commercial hub of the country. The study is valid within the
period for which data was collected.
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