ABSTRACT
This study investigates the role of
packaging in the marketing performance of a manufacturing firm, using PZ
Nigeria Plc as a case study. The primary objective is to understand how
packaging is utilized in production and its effectiveness in enhancing product
durability and lifespan in the market. The research further examines the impact
of packaging on sales volume, market share, and profitability.
A survey approach was adopted for
this research design, with data collected through a well-structured
questionnaire. The study's population comprised manufacturers, wholesalers, and
consumers, totalling 344 respondents, including 30 staff members of PZ Company,
wholesalers, and 314 customers. Data analysis was conducted using ANOVA to
validate the responses and test the hypotheses.
The findings reveal several key
insights. Firstly, packaging plays a critical role in providing a competitive
advantage by conveying crucial information to consumers about the product and
its competitors. It significantly contributes to the profitability of an
organization, as well-packaged products appear more attractive, enhancing their
marketability and justifying higher price points. The study also finds that
effective packaging promotes the product, boosting the market share of PZ
Nigeria Plc products. It improves sales volume by offering convenience and
fulfilling promotional functions that stimulate demand, leading to higher sales
turnover and profitability.
Moreover, the research indicates that
packaging serves as a differentiation tool, setting apart cosmetic products
from different firms. Effective packaging not only protects and promotes the
product but also enhances its identification and market presence. The primary
aims of packaging, such as protection, promotion, identification, and
profitability, were consistently supported throughout the study.
In conclusion, the study emphasizes
that proper attention to packaging by product managers can significantly
enhance sales and turnover. Packaging should be entrusted to skilled and
qualified designers to outcompete rivals effectively. As packaging serves
protective, promotional, and informational roles, it is imperative that careful
consideration is given to its design and implementation. Additionally,
different cosmetic product lines may require distinct packaging solutions to
avoid environmental pollution.
Based on these findings, the study
recommends that companies prioritize packaging as a competitive tool.
Organizations should analyze consumer responses to optimize packaging
strategies and identify attractive colors and designs. Emphasis should be
placed on informative and well-designed packaging labels to assist consumers at
the point of purchase. Furthermore, companies should focus on satisfying the
preferences of women, who are the primary consumers of cosmetic products, by
ensuring timely and affordable product availability for profit maximization.
TABLE
OF CONTENTS
CHAPTER
ONE
INTRODUCTION
1.1 Background of Study
1.2 Statement of problem
1.3 Objective of the study
1.4 Research question
1.5 Research hypothesis
1.6 Significance of the study
1.7 Scope of the study
1.8 Limitations
of the study
1.9
Definition
of Term
CHAPTER
TWO
REVIEW
OF RELATED LITERATURE
2.1 The Concept of Packaging
2.2 Definition of Packaging
2.2.1 Reason for
packaging
2.3 Basic Packaging Function
2.4 Planning the Package
2.5 The Cosmetic Market in Nigeria
2.6 Importance and Problem of Packaging in Marketing Performance
2.6.1 Problems Confronting Cosmetic Packaging
2.6.2 Criticism of packaging
CHAPTER
THREE
RESEARCH
METHODOLOGY
3.1 Research Design
3.2 Sources of Data
3.3 Sampling Plan
3.3.1 Sampling Unit
3.3.2 Sampling Size
3.3.3 Sampling Procedure
3.3.4 Sampling Method
3.4 Population of study
3.5 Data Analysis Technique
CHAPTER
FOUR
DATA
PRESENTATION, ANALYSIS AND INTERPRETATION
4.1 Data Presentation
4.1.1 Demographic of the Respondents
4.2 Test of Hypotheses
4.2.1. Hypotheses 1
4.2.2 Hypothesis II
4.2.3 Hypothesis III
CHAPTER
FIVE
SUMMARY,
CONCLUSION AND RECOMMENDATION
5.1 Summary of Findings
5.2 Conclusion
5.3 Recommendations
5.4 Area for Further Research
REFERENCES
CHAPTER
ONE
INTRODUCTION
1.1 Background of Study
Product manufactured by the producers
needs to be moved from the manufacturing point to the point of consumption.
Thus movement of product cannot be done without proper packaging to serve as
protective devices in transit and warehouses packaging plays an important sole
as a medium in the marketing mix to glamorize your product of a firm is judged
by the packaging before buying. It is therefore relevant to look into packaging
of a product and continuously. Without attractive package, a product of a firm
can just be bought for trial.
Also a firm should not only
considerate on attractive packaging nor neglect the quality to which a product
should have which is vital to enhance repeated sales. A good packaging strategy
will endeavour to produce packaging that is unique, functional, safe, and easy
to remove, promote product benefits and reinforce the brand.
In opinion of Kotler (1960),
packaging is all the “activities of designing and producing the container for a
product”. It can be defined as the wrapping material around a consumer item
that serves to contain, identify, describe, product marketable and keep it
clean. Packaging can appear such as paper/fire board, plastic, glass, steel,
aluminium, wood packaging etc. a well-designed packaging is meant to make the
product sellable as well as to produce against damage and prevent it from
deterioration while storing.
Packaging is a relevant element of a
firm’s trademark. It is an essential component of our modern life style and the
way business is organized. Packaging embraces all phase of activities involved
in the transfer of goods and services from point of production to consumption.
1.2
Statement of problem
As shown in the chairman’s statement
of the year ended 31st may 2014 being the 66th annual general meeting of
PZ Cussion Nig Plc held at Hilton, Abuja on Thursday October 2014, 11:00 am,
the following problems where state; poor trading environment, lower consumer
disposable income, higher transportation cost, post disruption, high input
level, insecurity, political situation perception in Nigeria.
1.3 Objective of the study
The objective of the study is to find
out how packaging is being used in production of goods in a manufacturing firm.
Also, it will examine how packaging serves as an instrument of increasing the
life-span or durability product in the market. It also tend to look into the
following
i) To
examine the effect of packaging on sales volume.
ii) To
examine the effect of packaging on market share.
iii) To
investigate how packaging contributes profitability.
1.4 Research question
These are the research question for
the purpose of this study
a) How
dose packaging contribute to the sales volume Company?
b) Does
packaging have any effect on market share PZ Company?
c) How
does packaging contribute to the profitability of PZ Company?
1.5 Research hypothesis
H0: Packaging has no significant influence no sales volume.
H1: Packaging
has significant influence on sales volume.
H0: Packaging has no significant
influence on market share.
H2: Packaging has significant influence
on market share.
H0: There is no significant influence on
packaging profitability.
H3: There is significant influence on
packaging profitability.
1.6 Significance of the study
The significant of this study is to
help manufactures of a firm through packaging, capture the customer’s attention
either to buy the product or not. I also tend to examine the vital role
packaging plays in marketing goods and product of a manufacturing firm and its
input on the firms sales volume and image. This study will also be of help to
manufacturing firms in identifying the marketing performance of the packaging
pattern that will meet the needs of their customers.
1.7 Scope of the study
This study examines the importance or
relevance of packaging on cosmetics manufacturing firm with particular
reference to PZ Nig Plc Aba, Abia State such as the nature and it effect in
marketing performance.
1.8 Limitations
of the study
As a result of the
present fuel scarcity in Nigeria with its attendant high cost of
transportation, the researcher was unable to cover all the areas where these
perishable goods are produced for this reason the areas of study were limited
to Aba metropolis. Marketing of those goods was unable based on the few markets
visited. Most of the data and information sought were not easily available
because most of them don’t exist; some officials who could have helped were not
willing to provide materials sought from their offices. It has to be printed
out that there were no much published data on this topic at the time of this
study. As a result of these handicaps encounter, the researcher has to rely on
answers, to the structured questionnaire sent out to people.
1.10
Definition of Term
Packaging can be useful aids in
selling product, partly duties to how well they provide the previously
mentioned benefits. Packaging as a set of activities in product planning that
involves designing and producing the container or sapper for a product and lead
to sale in another way.
a)
Package:
A set as an act of placing a product or goods in a special “HOUSE” contains
material before material that protect the actual product from weather and
others destructive agents. A package that is superior to others in protecting
the product and facilitating its use in a definite selling tool.
b) Marketing:
marketing is a business activity designed to direct the flow of goals and
services from the manufacturer to selected group of buyers through the exchange
process.
c) Firm:
An
organisation that employs production resources to obtain product and /or
services which are offered in the market with the aim of making a profit.
d) Consumers:
This consists of the activities of industrial customers in acquiring goods and
services for personal consumption to determine and using them to satisfy the
requirement of the organisation. Consumer goods can be further be classified
into convenience goods, shopping goods specialty goods and unsought goods. They
also refer to as the final users.
e) Product:
A
product can be seen as anything that is offered for acquisition. Use and
disposal, and that statics the needs of the target market. Product is the
element of marketing mix that represents the basic offering being made to
consumer. It is everything (both Favourable and unfavourable) that one receives
in an exchange, it is a complexity of tangible and non-tangible attributed,
including functional, social and psychological utility or benefits. A product
may be goods, services or an idea. There are three levels of products such as
core product, formal and augmented product.
f) Brand:
This
could be named, symbol which a company use to identify its products and
differentiate its products from other products.
g)
Brand
Name: Brand name is the part of the brand you can call e.g.
star.
h) Brand
Mark: this is part of the brand like logo used in
identifying company’s product. It can only be observed and recognized.
i)
Trade Mark: this is the aspect of the brand
that gives the producers legal backing or right to use with this trade mark,
you can sue any other person that may use it. It gives you legal protection.
j)
Strategy:
This is the material and the method of production used to achieve promotional
packaging objectives.
k)
Advertising:
Any paid firm of non-personnel communication about an organisation, person,
goods, service or idea by an identified sponsor through a medium.
l)
Marketing
Mix:
They are set of controllable tactical marketing tools and promotion that the
firm blends to produce the response it ants in the target market.
m) Competition:
Is all the actual and potential rival offerings and substitutes that a buyer
might consider
n)
Competitors:
Are companies that satisfy the same customer needs.
o)
Market
share: This shows the ratio or size of the whole market served
by the company’s products in particular market size.
p)
Service:
According to Macmillan English dictionary service in a corporate setting is
when a business or organization earns money by providing help, information or
advice to the public.
q)
Marketing:
Inyanga
(1998) defines marketing as the process of researching and anticipating
individual and/or organizational needs and wants, producing, pricing promoting
and distributing the goods and service that will, satisfy these needs (wants)
to the consumption ends at positive rewards to the producers or seller.
r)
Profitability:
This
implies the potential of maximizing the sales or revenue to exceed the company
cost of production (Inyanga, 1998).
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