ABSTRACT
This
project work on an analysis of packaging as a promo tool in the marketing of
product. (A case study of petals Enugu). Chapter one explained the purpose and
the significance of the study. The main purpose of the study is to show the use
of packaging s a promo tool in the marketing of the product. Its study shows
the importance of packaging as promo tool to both the customer and the
companies. Chapter two dealt with the review related literature, the scope of
the study and the field. The study here reveals what was hidden about packaging
as a promo tool. Chapter three contains the research methodology research
design and method in data collection analysis. Primary data collected through
questionnaire and oral interview, then secondary data from textbook and other
various research materials. The questionnaire will be given to staff and
customer of petals to staff and customer of petals to draw out information on
whether packaging as a promo tool has effect on marketing of product. Chapter
four of this project analyzed the facts collected. Chapter five analyze the
findings, conclusion and recommendation. Recommendation in the view of finding,
the researcher suggests the possible solution to improve on packaging.
TABLE OF CONTENTS
Title
page - - - - - - - - - - -- -- - -
- - - - - - -- - - - - - - - - - i
Approval
page- - - - - - - - - - -- -- - -
- - - - - - - - - - - - - -ii
Dedication
- - - - - - - - - - -- -- - -
- - - -- - - - - - - - - - - - iii
Acknowledgement-
- - - - - - - - - -- -- - -
- - - - - - - - - - --iv
Table
of content- - - - - - - - - - -- -- - -
- - - - - - - - - - - - -v
Abstract - - - - - - - - - - -- --
- - - - -- - - - - - - - - - - - - -viii
CHAPTER ONE
Introduction-------------------------------------------------------------1
1.1 Background
to the study- - - - - - - - - -- - - - -
- - - - -1
1.2 Statement
of problem- - - - - - - - - - -- -- - - - - - -- - -3
1.3 Purpose/Objective
of the study- - - - - - - - -- - - - - -4
1.4 Significance
of the study- - - - - - - - - - -- - - -
- - - --5
1.5 Research
question- - - - - - - - - - -- -- - - - - - -- - - - -5
1.6 Formulation
of Hypothesis- - - - - - - - - - - - - - - - -
- 6
1.7 Scope
of the study- - - - - - - - - - -- -- - -
- - -- - - -- -7
1.8 Definition
of terms- - - - - - - - - - -- -- - - - - - -- - - - -8
CHAPTER
TWO
Introduction-
- - - - - - - - - -- -- - -
- - - - - - -- - - ------10
2.1 Review
of related literature; Development
Effective Packaging- - - - - -10
2.2 Packaging
Decision - - - - - - - - - - - - -- --
- - - ---17
2.3 The
Importance of Packaging- - - - - - - - -
- - - - - - -21
2.4 Consumer
Behaviour Towards Packaging
or Effective of
Packaging on Consumer----------------24
2.5 Summary
of Related Literature-------------------------29
CHAPTER
THREE
Methodology----------------------------------------------------------33
Introduction- -
- - - - - - - - - - - - - - - - - - - - - - - - - - - - 33
3.1 Design
of the study- - - - - - - - - - -- -- - -
-- - ----33
3.2 Area
of the study- - - - - - - - - - -- -- - - - -- - - - ---34
3.3 Population
of the study- - - - - - - - - - -- - - - - ----34
3.4 Sample
of the study- - - - - - - - - - -- -- - - -- - ----35
3.5 Instrument
for data collection- - - - - - - - - - -
- ---35
3.6 Validation
of instrument- - - - - - - - - - - - - - - - ---36
3.7 Distribution
and retrieval of instruments- - - -
----36
3.8 Method
of data analysis- - - - - - - - - - - -
- - - ----37
CHAPTER
FOUR
4.1
Data
Presentation and Analysis- - - - - - - -
- - - - -38
4.2
Presentation and Analysis of data collected from
the questionnaire Distributed to Relevant
Staff
and customers petals company, Enugu- - - -- --
- 38
4.3
Testing
and interpretation of Hypothesis- - - - - - - 50
CHAPTER FIVE
Summary, Conclusion and
Recommendation
5.1
Summary of findings- - - - - - - - - -
-- -- - --- - --- 59
5.2
Conclusion- - - - - - - - - - -- -- - -
- - -- - - - - - - --60
5.3
Recommendation- - - - - - - - - -
-- -- - - -- - - - - --63
5.4
Limitation
of the study- - - - - - - - - - -- - - -
- -- - -64
5.5
Suggestion
for further research. - - - -- -- - -
- - 65
References-
- - - - - - - - - -- -- - -
- - - - - - - - - - - -- 66
Appendix
A-
- - - - - - - - - -- -- - -
- - - - - - - - - - - - 67
Questionnaire-
- - - - - - - - - -- -- - -
- - - - - - - - ---68
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
One of the major pillars of marketing is
the provision of goods and services to satisfy the needs and wants of the
consumer at a profit to the firm. Thus the provision of the product for the
satisfaction of the consumer or customer is the focus of marketing thereby
making produce a fundamental tool of marketing. Although the world of marketing
today is a world of unprecedented competition where company with goods and
services work extra hard to survive, such company must adopt sound marketing
mix in order to compete favourable. The basic marketing mix is the product development
and product mix. The product mix also called product component not complete
without packaging.
Throughout the world, packaging plays a
significance role in the protection, presentation and promotion of consumer
goods and durable, it reduces damage and loss to goods-in-transit, helps in
storage and as well minimizes stealing.
Traditionally,
packaging have been viewed in a very practical fashion as a way as of
protecting the physical goods as it moves through the distribution channel or
means. However packaging in developing nation would sound to be out of place
when we still see market women and traders wrap their product with banana
leaves, used newspaper, and green leaves. These traditional method of packaging
notwithstanding, the need for packaging is growing fast and cannot be over-
emphasized. In recent time, marketer have be conscious of the fact that
packaging is important in the decision to purchase a product. Traditional
belief of the manufacturer through the emphasis made have packaging meant for
protecting the product only. It can now be seen that in most of the
super-market now. Various colourful and indigenous packages are used especially
when the product are competing for attention.
The
aim of this research work or study is to examine the use of packaging as a
promo tool in the marketing of product.
Also it aims at finding out to what extent packaging influence
behaviour.
1.2 STATEMENT OF THE PROBLEM
Such problem associated with packaging
as a promo tool in the marketing of product in the petals company includes;
1)
The petals company is faced with the
problem of knowing whether packaging is a good promotional tool; whether it affects
consumer buying decision and their buying behaviour or habit.
2)
The company found it very hard to
position the unique or feature of their product in the mind of consumer or
customer.
3)
Whether it project the image of the
company (ie packaging).
4)
Another problem the petals company is
having presently is whether packaging or package of a product constitutes one
of the determinants of the seller of their products.
1.3 PURPOSE / OBJECTIVES OF THE STUDY
The main objective of this study is to critically
asses the areas of problems and seek to proper solution.
It
is necessary to find out.
1.
The impact of a change in the packaging
or package of a product.
2.
The studies will find out among others
whether packaging has positive effect on the buying habit and decision of the
consumers or customers.
3.
To know what extent producers are
considering packaging in their product decision.
1.4 SIGNIFICANCE OF THE STUDY
This
research work will go a long way to solve the research problem. It will find the
importance of packaging as a promo tool to both consumer and the companies. To
the company, it will show the effect of packaging as a promo tool in the
marketing of their products.
To
the consumer, it will show that packaging is part of the product bought by
them. This study will also help the research appreciate how to use packaging in
increasing sales of any products as well enable the company gain their
confidence and goodwill.
1.5 RESEARCH QUESTION
1)
Does packaging influences on buying
habit of beauty care product.
2)
Does packaging attract more customers.
3)
Is packaging a promo tool in the
marketing of product.
4)
Does modern technology have any impact
on sales package development.
5)
Can a customer reject a particular brand
of product due to bad package.
1.6 FORMULATION OF HYPOTHESIS
The
following hypothetical statement are designed to help us in representations in
both null and alternatives.
(1)
Ho1: A good packaging cannot
serve as a substitute to advertising
H1:
A good packaging can serve as a substitute to advertising
(2)
Ho2: A good packaging policy
cannot improve a brand image.
H1:
A good packaging policy can improve a brand image.
(3)
Ho3: Packaging is not a
silent salesperson
H1:
Packaging is a silent salesperson
(4)
Ho4: An attractive packaging
does not create impulse buying.
H1:
An attractive packaging creates impulse
buying.
(5)
Ho5: A beautiful packaging
design cannot attract consumer.
H1:
A beautiful package design attract
consumer.
1.7 SCOPE OF THE STUDY
The
scope of this work is narrowed to the use of packaging or an effective
promotional tool in the marketing of beauty care product as it related to
impulse buying, protecting company’s image and its effect as a silent
salesperson. This study intends to figure out how packaging as a promo tool
will be used in improving the company’s performance within particular interest
on marketing of beauty care product. Also, it will cover the marketing of the
product and effects of promotional efforts.
1.8 DEFINITIONS OF TERMS
MARKETING:
Marketing
is the management process responsible for identifying, anticipating and
satisfying customer requirement profitably (British chartered institute of
marketing 1989).
COMMUNICATTION:
Communication
is the interchange of thoughts, ideas, and information between two or more
persons (Udeaha 2003:313).
PRODUCT:
Product is a bundle of expectations; product
or benefit offered to consumers by both profit seeking and non-profit
organization. (Markin 1979:246/7)
PROMO-TOOL:
Promo tool include advertising, personal
selling, sales promotion, publicity or public relations and packaging (Mr.
Okafor A.I)
DISTRIBUTION:
According to Philip Kotala 1980 he
defined distributions a route of taking the transferring entitle to a product
from its user to owner of its final consumer.
PACKAGING:
Packaging refers to as what is used to protect the product
from damage, shipping and handling and to lessen spoilage if the product is
exposed to air or to other element.
PACKAGE:
Package simply means a container, box, a bag in which things
are wrapped or packaged.
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