ABSTRACT
The
study investigated on the role of packaging on consumer goods marketing. The
objective of the study are to examine the extent to which packaging size
affects consumer goods marketing, to examine the extent to which packaging logo
affects consumer goods marketing and to examine the extent to which packaging
design affects consumer goods marketing.
To achieve the objectives of the study, correlational research design was
adopted. The researcher adopted primary data in getting the required information.
In testing the hypothesis correlation coefficient was used. The findings
revealed that that there is a significant relationship between the packaging
size and consumer goods marketing. The findings also revealed that there is a
significant relationship between packaging logo and consumer goods marketing.
The
researcher recommends that the marketing and business should be pay the proper
attention toward the good packaging. If they use, accept, launch/introduce the
poor packaging then they will face cause of the product failure. So it is
necessary for the marketing manager that they should focus on the packaging
standard and implement the strategy that product packaging are consider factors
and dimensions of marketing.
TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION
1.1 Background of the
Study
1.2 Statement of the Problem
1.3 Objectives of the Study
1.4 Research Questions
1.5 Research Hypotheses
1.6 Significance of the Study
1.7 Scope
of the Study
1.8 Limitations
of the study
CHAPTER TWO
REVIEW OF RELATED
LITERATURE
2.1 Conceptual Framework
2.2 Costs of Packaging
2.3 Packaging Planning
2.4 Influence of
Packaging and Consumer Buying Decision Making
Process
2.5 Element of packaging
2.6 The Strategic Importance of Packaging
2.7 Criticism of Packaging
2.8 Qualities of Packaging
2.9 Purchase Intention
CHAPTER
THREE
RESEARCH
METHODOLOGY
3.1 Research Design
3.2 Area of the study
3.3 Method of Data Collection
3.4 Population of the
study
3.6 Validity of the
Instrument
3.7 Reliability of the
Instrument
3.8 Method of Data
Analysis
3.9 Model Specification
CHAPTER FOUR
DATA
PRESENTATION, ANALYSIS AND DISCUSSION ON
FINDINGS
4.1 Data presentation
4.2 Hypothesis Testing
CHAPTER FIVE
SUMMARY OF FINDINGS,
CONCLUSION RECOMMENDATION
5.1 Summary of Findings
5.2 Conclusion
5.3 Recommendations
References
Appendix: Research
Questionnaire
CHAPTER ONE
INTRODUCTION
1.1 Background of the
Study
Packaging means the dish, the container and the system
coordinated that not only ensure desired good health during the production
process to consumers, but attempts to create a strong connection, between the
producer and the consumer in a way to create higher added value for supply
chain in the process of transportation, distribution, storage and sale (Soroka,
2002). Today, packaging is not considered a foreign element, but is considered
part of the product and it is one of the main factors influencing the minds of
consumers when purchasing products. Products packaging must be in such a way
that is able to communicate with customers and is seen among other similar
products available in stores and even attract (Rundth, 2005).
In recent environment, there are
large numbers of companies which also deliver the identical product in market.
Consumers see thousands of brands in a single visit to the market. In this
competitive environment packaging has become an effective tool to capture the
consumer purchase intention (Bloch, 1995). In this competitive environment
packaging helps to differentiate the product or achieve competitive edge
(Karbasivar & Yarahmadi, 2007). Graphic includes name, typography and
structure design include size of packaging or products. All packaging dimension
have positive effect on consumer brand experience and purchase decision, it
lead toward the brand loyalty. Packaging becomes useful tool to convenience
marketers to capture the customer attraction and get competitive advantage or
competitors.
Packaging performs the important rule
for attracting the customers. Due to enhanced competition in our daily lives,
product packaging has come to play a more important role as a brand
communication vehicle. Packaging decision is to be considered first marketing
plan in total marketing strategy (Lewis, 1991), Taleghani et al (2011) noted
that service, quality, usage & storage also have impact on consumer satisfaction.
When consumer is satisfied then they repurchase the product of that brand. Rentie
& Brewer (2000) believe that more than 73% of purchase decision is depend
on the product storage, selling place.
Mustafa (2007) says that consumer
purchase of product is highly depending on the product environmental safety.
The most important aspect of the product is the packaging and often to the
critical factor in the success of failure of the given product (Schoell, 1985).
According to the silayoi and speece (2007) following are the element of the
packaging (shape, color, symbol, graphics patterns, pictures, size). Images are
important since they may serve as a diagnostic piece of information in some
product purchase situations (underwood et al., 2001). Color selection is also
one of the most important components of the packaging and brand design that
further increase the visual stimuli, also considered important tool for
creating and sustaining the brand and make the corporate image in the consumer
mind. And also strongly associated with the different brand (Madden et al.
2000). Packing shape and size have an impact on a consumer’s purchasing
decision. Mostly consumers are attracted with that product which can use easily
and carry (Silayoi and Speece 2004).
1.2 Statement of the
Problem
Package attracts consumer’s attention to particular brand,
enhances its image, and influences consumer’s perceptions about (Rundth, 2005).
Also package impacts unique value to products (Underwood, Klein & Burke,
2001; Silayoi & Speece, 2004), works as a tool for differentiation, i.e.
helps consumers to choose a product from wide range of similar products,
stimulates customers buying behavior (Wells, Farley & Armstrong, 2007).
Thus package performs an important role in marketing communications and could
be treated as one of the most important factors influencing consumer’s purchase
decision. In spite of the importance of packaging, there are still challenges
facing product packaging. However, the major problem associated with product packaging
includes; cost of packaging. While packaging can do a lot to get customer
attention, and even add value to a product, it also adds to the cost of
production. New packaging can be expensive to develop, adding to the cost of
products. Another problem is lack of packaging strategy. Lack of packaging
strategy can affect organizational objective towards packaging. Decision making
is also a problem facing product packaging. There are different types of product
packaging. So the decision to adopt a particular package may be a problem to an
organization (Severin, 2007).
1.3 Objectives of the
Study
The general objective of the study is to examine the role of
packaging on consumer goods marketing. However, the specific objectives
include; to:
(i)
examine the extent to
which packaging size affects consumer goods marketing.
(ii)
examine the extent to
which packaging logo affects consumer goods marketing.
(iii)
examine the extent to
which packaging design affects consumer
goods marketing.
1.4 Research Questions
The
research question for this study include:
(i)
to what extent does packaging
size affect consumer goods marketing?
(ii)
to what extent does
packaging logo affect consumer goods marketing?
(iii)
to what extent does packaging
design affect the marketing of consumer goods?
1.5 Research Hypotheses
The hypotheses to be tested in the course of this study will
be stated as follows:
H01: there is no significant
relationship between packaging size and consumer goods marketing.
H02: there is no significant relationship between packaging
logo and consumer goods marketing.
H03: there is no significant relationship between packaging
design and the marketing of consumer goods.
1.6 Significance of the
Study
This
study will be of great significance to marketers of consumer goods, this is
because the knowledge of this work will help them in their planning and control
strategies to achieve effective sales. Secondly, Consumers will also benefit
from the work because with effective packaging, consumer satisfaction could be
achieved. The study will also help students in upgrading their knowledge on
product packaging, elements of product packaging and the importance of product
packaging. Finally, the research will serve as a reference material to
researchers in their future research.
1.9
Scope
of the Study
The
focus of this study to examine the roles of product packaging on consumer goods
marketing. The study will be carried out in Aba, Abia state using Nestle
Nigeria plc for data generation.
1.10
Limitations
of the study
Perceived limitations to this study include the following;
(i) Behaviour of the respondents: Most respondents are reluctant to
provide the information that could researcher during research. This could
affect the researcher in achieving his goal.
(ii) Non-availability of records: This is one of the most important
limiting factors in the course of the study. This includes the problems of
easily getting the appropriate data due to bureaucracy which hinders the
information flow in the country.
(iii) Inflation:
High cost of research instrument affects
researchers in their researcher work. Due to high cost of research material the
researcher may be limited to some certain materials.
(iv) Weather: Weather condition is another limiting factor that
affects researchers in their research work. Harsh weather may not be
comfortable for the researcher during his research work.
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