ABSTRACT
This research work is talking about the influence of packaging on the purchase of cosmetic product in Aba metropolis. We try to find out the packaging strategies, understand the meaning, possibilities, advantages and effect of cosmetic packaging and how it influence consumer to buy more. This work covers five chapters, chapter one deals with the introduction, background of the study, statement of problem, objectives of the study, research question, statement of hypotheses, delimitation, limitation, the importance of the study etc. chapter two originated with a literature review which talks about various approaches to the definition of packaging, the role of packaging in marketing, an overview of packaging, global trend inn packaging, packaging of cosmetic etc. chapter three deals with the research design, area of study, population of study, determination of sample size, sample technique, method of collecting data, source of data, analysis of data etc. chapter four explained the presentation, interpretation and analysis of data while chapter five is all about summary of findings, conclusion and recommendation and bibliography.
TABLE OF
CONTENTS
Title
page i
Declaration
ii
Certification iii
Dedication
iv
Acknowledgments v
Table
of contents vi
List
of Tables ix
Abstract xi
CHAPTER ONE
INTRODUCTION
1.1
Background of the Study 1
1.2
Statement of the Problem 2
1.3 Objective of the Study 3
1.4 Research Question 3
1.5
Hypothesis of the Study 4
1.6
Significance of the Study 4
1.7
Scope of the Study 5
1.8
Limitation of the Study 5
1.9
Definition of Terms 6
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1 Definition and
meaning of packaging 7
2.2. The Role of Packaging
in Marketing 12
2.3
An Overview of Packaging 14
2.4
Consideration
in Packaging Designs 15
2.5
Global Trends in Packaging 18
2.6
Packaging
of Cosmetics 19
2.6.1 Prestige Makes Glass 21
2.6.2 Large side imply value 21
2.6.3 The Decoration’s The Things 22
2.6.4 Metal in Beauty 23
2.7
Summary of
Literature Review 24
CHAPTER THREE
RESEARCH METHODOLOGY
3.1
Research
Design 26
3.2
Area of
Study (i.e Location of the Study) 26
3.3
Population
of the Study 27
3.4 Determination of Sample
Size 27
3.4
Sample
Technique 28
3.5
Method of
Data Collection 28
3.6
Source of
Data 28
3.8 Validity and Reliability
of Instrument 28
3.9
Analysis
of Data 29
CHAPTER FOUR
DATA PRESENTATION, INTERPRETATION AND ANALYSIS
4.0 Introduction 30
4.1 Allocation and Rate of Returns of Questionnaire 30
4.2 Analysis of Data From Consumer’s Questionnaire 31
CHAPTER FIVE
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION
5.1 SUMMARY OF FINDINGS 48
5.2 Discussion of Results 48
5.3 Conclusion 49
5.4 Recommendation 49
REFERENCES 51
QUESTIONNAIRE 53
LIST OF TABLES
Table 1: Based on the response ratio of questionnaires 30
Table 2: Based on the Usage Ration 31
Table 3: This is the Basis of those Who Use Cosmetics 31
Table 4: Based on the Frequency of Usage of Cosmetics 32
Table 5: Based on the Respondents Understanding of Packaging 32
Table 6: Based on the Extent of Packaging Attraction 33
Table 7: Based on the Frequency of Attraction of Cosmetic Packages 33
Table 8: Based on the Willingness of the Respondent to Pay for High
Quality Packaging 34
Table 9: This is Based on the Degree Packaging is Considerate as a
Determinant Factor 34
Table 10: On the Basis to Which Packaging Creates Loyalty 34
Table 11: Based on the Extent of Good Cosmetic Communicate Function
about the Product. 35
Table 12: Based on Whether the Cosmetics Influences the Respondent 36
Table 13: Based on whether Packaging serves as Source of Information
about the Product. 36
Table 14: Based on the Extent Cosmetic Packaging serves as source of
Information. 37
Table 15: On the Basis of how Packaging helps to Solve
Identification Problem During
Purchase. 37
Table 16: Based on the Effect of Packaging on the Price of the
Product. 38
Table 17: Based on the Respondents Cosmetic Packaging Element. 38
Table 18: On the Basis of Whether Packaging Serves other Purposes Apart
from Protection. 39
Table 19: On the Basis of the Extent Packaging Serves Other
Purposes. 39
Table 20: On The Basis Of Other Views of the Respondents About
Packaging Of Cosmetic. 39
Table 21: On the Basis of Impact of Packaging to Sales 40
USING THE METHOD OF MULTIPLE REGRESSION
Table 1: Variables Entered/Removed 41
Table 2: Model summary 42
Table 3: ANOVA 42
Table 4: Coefficient 43
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) defined 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 for product to be
save from spoilage 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 climate 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. Manufactures 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 Aba Abia State.
1.3 Objective of the Study
The primary
objective of this research work is to determine the effect of packaging on the
purchase of cosmetics products in Abia State. The specific objectives are to:
1. determine
the influence of a good packaging in attracting consumer to buy cosmetic
product.
2. ascertain whether cosmetic product
package is a source of information about the product.
3. determine whether good product package
influence consumer choice.
4. establish whether a product packaging
play promotional function.
5. ascertain whether cosmetic product
package affect the price of the product.
1.4 Research Question
1.
What is the influence of good
package design in attracting a customer to buy a product particularly
cosmetics?
2.
To what extent can product
package be used as a good source of information about the product?
3.
To what extent does packaging
influence consumer choice?
4.
How does good cosmetic product
packaging play promotional function?
5.
How good product package affect the price of
cosmetic 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 Abia 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: Packaging does not
influence consumer choice.
4.
Ho: A good product package
cannot play promotional functions.
5.
Ho: Product package is not an
important marketing variable.
6.
Ho: Packaging design does not
affect the price of cosmetics product.
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 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 purchasing behaviour 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 will be united in Abia metropolis.
1.8 Limitation of the Study
The study faced some limitations. Challenges were faced
and exercises greatly by the following:
1. Lack of Time
Time is always a constraining
factor to all research work as no length of time may be said to be adequate.
This is true because topic research on experiences changes every time, this is
to say that the development affected in any field of study is not constant.
2. Respondents’ Attitude
Literacy level in
Nigeria is generally low. It is the expectation of the researcher that part of
the population may not co-operate due to suspicion and lack of enlightenment.
This however prolongs the time spent on each respondent. This challenge
requires a detailed explanation of the reason for the survey, which was also
time consuming.
The above mentioned challenges could militate against this study.
3. Cost
The research work
requires reasonable sum of money for producing questionnaire or interview
guides and transportation. Due to lack of fund, the researcher may be prevented
from traveling to other parts of the country for effective data collection,
hence only Abia State.
1.9 Definition of Terms
Aesthetics - This is the concept of beauty,
art, symbol and drama.
Appeal – Basis of selling proposition or advertising designed to match a
customer’s want, that is, the appeal identifies what customers desire and what
the product or service concerned can supply.
Brand – Establishing product name, wholly of a
proprietary nature and usually listed within the register of patents.
Emotional
appeals – These are appeals
designed to stir up some negative or positive emotions that will motivate
product interest or purchase.
Impulsive Buying – This is situation where a purchase is made without much advance
planning.
Noise – This refers to the ability and uniqueness of a package in
attracting customers.
Package – A package consist of both structure and appearance.
Package Design – is the activity of conceiving and realizing packages to achieve two
overall objectives’ ensure that the product is delivered safely to its final
destination and communicate the sales message and all other necessary
information about it, to purchase and to those involved in its distribution.
Sales promotion – Any non-face to face activity concerned with the promotion of
sales, but often taken also to include advertising and having close connection
within-store-mechandising.
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