ABSTRACT
This research work was carried out as a result of researcher’s desire to research the impact of packaging on product patronage in consumer goods market. The work examined two populations namely staff and consumers. Two hypothesis were formulated and questionnaire drawn and distributed for the two population. The result of the findings was analyzed using tables and percentages. The hypothesis was later tested and based on the result. The recommendation is that the company should improve in the method of conducting their packaging strategies program me so as to reduce dissatisfaction experienced by some of her consumers. And the following conclusion drew. The benefits offered by packaging strategy are increased revenue, market share and building bran. Consumers on their own part enjoy the packaging strategy due to the incentives it gives
TABLE OF CONTENT
Title page i
Declaration ii
Certification iii
Dedication iv
Acknowledgement v
Table of Content vi
List of Tables x
Abstract xii
CHAPTER ONE
INTRODUCTION
1.1 Background of the study 1
1.2 Statement of the Problem 4
1.3 Objective of the Study 4
1.4 Research Questions 5
1.5 Research Hypotheses 6
1.6 Significance of the Study 6
1.7 Scope of the Study 7
1.8 Limitations of the Study 7
1.9 Definition of Terms 8
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.0 Introduction 9
2.1 Overview of Product Packaging 9
2.2 Functions of Packaging: 12
2.3 Factors Responsible for the Use of Packaging as a Marketing Tool 13
2.4 Packaging Strategies and Policy: 14
2.5 Packaging Design Decision: 17
2.6 Impact of Packaging on Maltina Drink Market 18
2.7 Summary of Literature Review 20
CHAPTER THREE
RESEARCH METHODOLOGY
3.0 Introduction 21
3.1 Research Design 22
3.2 Sources of data: 22
3.3 Population of the Study 23
3.4 Sample size Determination: 23
3.4.1 Sample Size for Consumer: 23
3.4.2 Sample of Staff Members 25
3.5 Research Instruments Used 26
3.6 Validation of Instrument 27
3.7 Method of Data Analysis 27
CHAPTER FOUR
4.0 RESULT AND DISCUSSION 29
4.1 Data presentation. 29
4.1.1: Analysis of Data Distribution. 34
4.2 Test of Hypothesis 39
CHAPTER FIVE
SUMMARY OF FINDING, CONCLUSION AND RECOMMENDATIONS
5.1 Summary of Findings 44
5.1 Conclusion 44
5.3 Recommendation 45
References 47
Appendix A 49
LIST OF TABLES
Table1 the total questionnaire distributed 29
Table 2: Number of Questionnaire returned 30
Table1: personal indication as to whether packaging strategy bring about repeat purchase. 30
Table2: management of Maltina as to whether packaging strategy has increased awareness of the product. 31
Table 4: Personnel response as to whether packaging strategy efforts of maltina have been effective 31
Table 5: Personnel indication as to whether the company evaluates its packaging strategies on product patronage to ascertain its effectiveness32
Table 6: The management of maltina product reasons for undertaking packaging strategies 32
Table7: The staff responses as to whether packaging strategies has increase sales of maltina product. 33
Table 8: management responses as to whether packaging strategies has created improved awareness of the company product 33
Table 9: Personnel responses as to whether packaging strategies brought about repeat purchase 34
Table 10: consumer indication of the period they purchase more units 34
Table11: consumer response on whether people become aware of maltina product because of packaging strategies. 35
Table 12: consumer response on whether packaging strategies leads to repeat purchase 35
Table 13: consumers response as to whether they participated in Maltina packaging from 14th feb.-12th April 36
Table 14: consumer response as to whether they won any gift during promotion 36
Table 15: consumer indication as to whether their gift were redeemed 37
Table 16: Consumer indication as to whether packaging strategies led to increase awareness 37
Table 17: consumer response as to whether packaging strategies increase their sales 38
Table 18: Consumers response as to whether packaging strategies leads to repeat purchase 38
Table 19: Consumers indication of the rationed behind the purchase of Maltina product 39
CHAPTER ONE
INTRODUCTION
1.1 Background of the study
The orientation of the mass marketing approach is that every human being is a buyer and anything produced by a firm must be purchased by consumers. All marketing firms employ strategies to improve their products patronage in any competitive market environment; these strategies attract a sustainable patronage and do maximize profits as well. This research is basically on the impact of packaging strategies on product patronage in consumer goods. Nigeria bottling firms and Maltina packaging companies within Aba metropolis as firms that operate in a competitive packaging in Aba.
It tends to analyze these marketing activities and strategies in order to see how favourable, these firms are competing. Competition may be seen as a “complex interation in which a business firms” operate are affected not only by its action but by the actions or strategies of competitive firms, and involving a sequence of initiatory moves by one firm and counteracting responses by its competitor.
The competitive environment often determines the success or failure of product therefore firms must develop an effective strategy for dealing with the competitive environment. It situation of intense competition, forms that are committed to survival may have little option as to the strategies it adopts.
The firms has to closely monitor the activities of their immediate competitions as well as recognizing any threats from remote or potential competitions, because their actions influence his short-term and long-term strategies and plans.
A firm is more likely to hurt by emerging competitor or new packaging than current competitors.
Forms attempts to find out some distinctive features that will set them off from their competitors and thus enable them make profit in the market.
Nigeria breweries plc , pioneer and largest brewing company in Nigeria was incorporated in 1946. In June 1949 the company recorded a landmark when the first bottle of star larger beer roller off its Lagos brewery bottling lines. This first brewery in Lagos has undergone several optimization processes and as today boasts of the most modern brew house in the country.
In 1957 the company commissioned its second brewery in aba follow by Kaduna brewery in1963 and Ibandan brewery in 1982.in 1993, the company acquired its fifth brewery in Enugu and in 2003 a sixth brewery Ama brewery sited at Amaeke Ngwo in Enugu state was commissioned. Ama brewery is today ,the biggest brewery in Nigeria . Operation in the old Enugu brewery were discontinued in 2004 following the completion of( Ama brewery) . An ultra- modern malting plan was acquired in Aba in 2008
The company now has eight operation breweries from which its high quality products are produced and then distribution to all parts Nigeria addition to the two malting plans in Aba and Kaduna. It also has sales offices across the country.
Nigeria breweries plc has portfolio of high quality brands star beer was launched in 1949 followed by Gulder lager beer 1970 Maltina the nourishing malt drink was introduced in 1976 followed by legend extra stout in 1992 and Amstel Maltan in 1994 ,Heineken lager beer was re-launched into the Nigeria market in 1998,maltian sip-it packaged in tetpraks was launched .in 2005 while launched in2006. Climax a herbal energy drink was launched in 2010 following the accusation of Sona system and life breweries in2011 Goldberg larger, Maltna gold and life continental lager were added to the brand portfolio.
As a major concern, Nigeria breweries plc encourages the establishment of ancillary businesses these include manufacturers of bottles, cans, crown, corks, label, cartons, plastic crates and service providers such as hotels/clubs distributors, transporters, events managers, advertising and marketing communication. Nigeria breweries plc is also a recipient of many other awards for its operations and high quality brands.
1.2 Statement of the Problem
Nigeria Breweries PLC has for long been facing serious competition for its products due to the co-existence of similar firms such as Guinness Malt packaging company which produces identical products, in the same locality. Hence an apparent problem confronting the firms focuses on what marketing strategies should be used in order to achieve continuous sales maximization.
The situation becomes more problematic due to intense competition by rival firms, Maltina as the product seen to be more popular in the market compared to those of Guinness Malt. For the firm to remain in business and grow, it must compete favorably with others to cover cost and through sales maximization. Also for the firm to increase its profitability and market shares, its product must be readily and widely acceptable in the market. But for these to be achieved, the firm’s marketing strategies must be efficient. Therefore, the need to adopt the most suitable strategies by Maltina Company, for profit maximization and fighting competition cannot be over emphasized.
1.3 Objective of the Study
The general objective of the study is to investigate the impact of product packaging on product patronage in consumer goods with special reference to Maltina soft drink; a product of Nigeria breweries. Specifically, these objectives include:
1. Identifying the product packaging strategies employed by Nigeria Breweries in marketing Maltina
2. To determine the extent to which the product packaging firms and to make suitable recommendations
3. To identify the marketing problems of packaging firms and to make suitable recommendations.
1.4 Research Questions
Research questions are questions that the researcher poses to guide him in his search for the solution to the research problem. Based on these, the following research questions will be considered in this research work
1. What are the product packaging strategies employed by Nigerian Breweries in the marketing of Maltina?
2. To what extent has the packaging of Maltina improved its patronage?
3. In what ways can the packaging of Maltina and other beverages be improved in the Nigerian breweries?
4. Does decision on marketing mix consumers satisfaction and repeat patronages?
1.5 Research Hypotheses
The researcher has formulated some hypotheses, which are stated below:
H0: Effective packaging of Maltina drink does not improve its patronage.
H1: Effective product packaging of Maltina drink improves its patronage.
H0: Effective packaging does not lead to increase in sales of Maltina drinks.
H2: Effective packaging leads to increase in sales of Maltina drink.
H0: Packaging has not brought about repeat purchase of the Maltina product.
H3: Packaging has brought repeat purchase of the Maltina product.
H0 is the null hypothesis
H1 is the alternate hypothesis
1.6 Significance of the Study
This work will be of immense benefit to the Nigeria Breweries especially in the area of research and quality control. Gaining significant shares of the market requires careful planning and through fully, well-executed marketing strategies. The strategies can be classified into four marketing decision making areas: Product, Distribution, Promotion and Pricing. These together make up the marketing mix. A firm therefore must concern itself with the above in order to ensure continuous patronage of their customers and also attract more customers to their products.
1.7 scope of the Study
This project embraces packaging in general as it is applied by Nigeria Breweries, Aba in the packaging of Maltina, soft drinks. The work covers the basic concepts of packaging and its impacts on patronage consumer goods. For the sake of financial problems and other factors the study is limited to Nigeria Breweries Aba.
1.8 Limitations of the Study
In carrying out this research work, some obstacles were encountered. Such obstacles are briefly explained here:
Financial Obstacles: The fund needed to conduct this study was not easy to come by. The cost of getting relevant materials, like typesetting and building the work and other spending associated with it was a task.
Time factor: Time within which to complete this project was very short
Dynamic Consumer Behaviour: Another limitation is the problem of correctly detecting the actual behavoiur of some consumers towards the goods they patronize. This is because there were some rationales behind the purchasing Amstel Malt, Guinness Malt etc and not necessarily because of the incentives attached to it.
Bureaucracy: Because of office bureaucracy or red tapesion and anti-research attitudes of Nigerians, difficulty was encountered in getting information needed for the project.
1.9 Definition of Terms
Marketing: Is the identification of consumer needs and devising ways to satisfy them using marketing strategies.
Strategy: This is defined as stated steps or an action that shows how the firm objectives will be achieved through such resources like finance and manpower allocation.
Marketing Strategy: A planned allocation of resources to achieve a sustainable competitive advantage in selected product market.
Competition: It could be defined as a contest between firms for a purpose of achieving market dominance.
Industry: Is a group of firms producing goods that have close substitutes for one another.
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