ABSTRACT
The primary aims of it is research is to take a deep look on
how branding and packaging as tools for product differentiation in the
marketing of consumer product in Nigeria.
Branding is a name, symbol, sign given to a product in order
to differentiate from other manufactures products in the market. Packaging is
defined as group of activities of producing the wrapper or container for a
product.
The chapter one of this research is about the general
introduction about branding and packaging. The aim and objectives scope and the
significant and the limitation of the study.
Chapter two is talking about literature review that is past
work of different authors. And meaning, characteristics of product impact of
branding and packaging on marketing activities. The important of branding and
packaging as instrument for differentiation.
Chapter three, is about the data presentation and analysis,
research methodology and data collection instrument.
While chapter four is explaining the research methodology
that is the method of research use in there research.
Lastly chapter five is the summary of finding conclusion and
recommendation to the research.
TABLE OF CONTENTS
1.0 CHAPTER ONE: BACKGROUND OF THE
STUDY
1.1
Introduction
1.2
Statement of research problems
1.3
Aims and objectives of the study
1.4
Significant of study
1.5
Scope of the study
1.6
Limitations and constraints to the study
CHAPTER
TWO: LITERATURE REVIEW
2.1
Review on past work on branding and
packaging
2.2
What is packaging
2.3
Meaning of characteristics of product
2.4
Impact of branding and packaging on
market activities
2.5
Importance of branding an packaging
product as an instrument for product differentiation
2.6
How product differentiation helps
branding and packaging of product.
CHAPTER
THREE: RESEARCH METHODOLOGY
3.1
Research population and sample
3.2
Research approach
3.3
Data collective instruments
3.4
Administration of instruments
3.5
Method of data analysis
CHAPTER
FOUR: DATA PRESENTATION AND ANALYSIS
4.1
Brief History of global soap and
detergent industry (GSDI) Ilorin
4.2
Test of hypothesis
4.3
Analysis of result
CHAPTER
FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION
5.1
Summary of finding
5.2
Conclusion
5.3
Recommendations
References
CHAPTER ONE
1.1 INTRODUCTION
The duties performed by a company include the building of a
unique brand name that will eventually fit a product for easy identification.
A product is anything tangible that can be offered to a
market for attention, acquisition use or consumption that can satisfy a want or
need.
Product process tangible and tangible attributes which
include packaging service product also posses many characteristics which
include quality, features, styling, branding and packaging.
Branding can be defined as a process of using a particular
names, signs, trade marks, symbols by manufacturers or producers for easy
identification of their products from that of competition while brand is that
part which can be visualized e.g. coke, 7up, thermocool etc. for easy
identification of product which can be consumer or industrial product, branding
is used as a unique form for instance flahs detergent powder, vogue toilet soap
and canon photo copying machine each of them contain a unique symbol and sign
which aid in differentiating product in the market.
Packaging is an activity involved in designing and producing
suitable container and wrapper of a product. This can be primary and secondary
form.
In a common consumer product e.g. Hi-clean scouring powder
and flash blue detergent powder, the plastic ontainer that house the scouring
powder and the paper carton which contain flash scouring powder and flash
detergent as secondary package.
All those protection product from being damage and his appeal
directly and indirectly to the consumer.
Packaging is essential as promotional instrument to the
producers and sellers consumer re-use packaging for example bourn vital paper
packs are used by little kids to make many structure such as toy cars, toy
lorries and toy game posts. Pronto wives for storing purposes.
This study will be mostly concerned about how branding and
packaging have been effective tools for product differentiation in marketing of
consumer products.
Marketing is defined by Philip Kotler (1988) as a social and
management process by which individual and group obtains what they need and
want through creating and exchanging products and value with others. Another
definition says “marketing is the management process responsible for
identifying, anticipate and satisfying consumers requirement predictability.
Form this definition of marketing it is seen that it is only branding and
packaging that consumer can recognize their loyal brand and as such they can
make a repeat purchase for instance different colours of detergent package
consumers to differentiate their choice and type and this form loyalty to that
brand that eventually established and developed.
Branding is very important and helps producer since:
i.
It encourage repeat purchase at lower
cost to the producer
ii.
It develops loyal customers to that
brand through repeat purchases.
iii.
It builds up corporate image of the
organization
iv.
It leads to product identification and
protection
1.2 STATEMENT OF RESEARCH PROBLEM
In any research work,
certain problem are usually identified for the study to solve. It is the way a
problem is defined that governs the ability of decision makers to search and
identify appropriate solution. In this resgards, below are the study;
i.
What are the problem consumer face in
their choice of brand and how has branding and packaging been effective in
marketing of consumer products?
ii.
Hs there been any benefit that the
consumers and producer get from branding a product?
iii.
Have branding packaging not been
considered to be ways of deceiving consumers of the quality of that of an
advantage of the corporate image of the organization?
iv.
How could be consumer who suffered
disappointment due to poor quality of the product be identified and then
compensated so that he could make a repeat purchase?
1.3 AIMS AND OBJECTIVES OF THE STUDY
This research work will
be useful for practical purpose which shows how the attributes to the products
in relation to branding and packaging as an added quality, can help or assist
in marketing of product.
Other purpose of the study are itemized below:
i.
To investigate and find out result
whether packaging and branding helps in differentiating consumers product in
relations to soap and detergent manufacturing industries.
ii.
To know whether branding and packaging
serve as promotional instruments.
iii.
To carry out investigations on the effect
of branding and packaging in creating and stimulating repeats purchase.
iv.
To carry out investigation on how
consumer choose their brand and factors that influence their choice and how to
treat the factors.
v.
To identify the brands of soaps carried
out by Global soap and detergent industries limited Ilorin that is most beautiful and to identify
different types of packaging sizes and structures.
1.4 SIGNIFICANCE OF THE STUDY
Apart from the benefits
the researcher stands to gain from this study, the study will be of greater
benefits to the organization in question. This project related to why is
necessary and worthwhile to understand the study and the importance of it is
the consumer and producer of a special product.
i.
The study of branding and packaging as
effective tools for product differentiation in marketing consumer products.
ii.
The economic and social importance of
consumer product particularly toilet soap and detergent, powder soap to Nigeria economy
of great importance and any study that would enhance the producers success.
The significance of the
study can be explained with respect to the following.
i.
Discipline:
this study is importance to the discipline of marketing as it relates to
branding and packaging as tools for product differentiation.
ii.
The
society: This study will also be of benefit to the whole
society as it is relevant to branding and packaging as a tool for product
differentiation.
iii.
Business
organization: this study is limited to any global soap
detergent the Ilorin
and how they can manage their soap or differentiate if from other soap.
iv.
It is part of the requirement for the
award of Higher National in marketing and it will enrich the knowledge if the writer.
1.5 SCOPE OF THE STUDY
This study can not
cover all product that required branding and packaging. Therefore, an attempt
is made to limit this research to the study of soap and detergent in global
soap and detergent industry limited, Ilorin Kwara state.
The scope of the study is limited to the business
organization
1.
Concept:
this study is limited to the business organization
2.
Industrial
scope: this study cover the area of branding and packaging
as a tool for product differentiation is the marketing consumer product in Nigeria.
3.
Territory
scope: This study is expected to cover all Global soap and
detergent industries in Nigeria.
1.6 LIMITATIONS AND CONSTRAINTS OF THE STUDY
Gathering of all needed data in most studies is usually met
with a number of obstacles and constraints.
1.
Financial barriers stand as a big
constraints during exercise and had limited the full success of this study.
This is because a lot of money was required administer questionnaires do also
the time deusted to conduct the interview was base upon looked appointment
which was not reliable for several days.
2.
Lack of cooperation of some respondent
because of their tight schedule particularly the market women who were always
buy attending to their customer. This I was often asked to make repeat call.
However, despite all
these constraints the research believes that this study achieve the desires
objective.
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