ABSTRACT
The project examines the
effect of packaging on consumer buying behaviour with reference to Unilever
Company. The study main objective is to know the impact of product packaging on
consumer buying decision and also to know whether consumer rely on product
packaging in necessary information concerning the use of the product. The
primary source of data collection was used in gathering data from respondents.
A structure questionnaire was designed by the researcher and validity by two
experts from the statistics department was used to obtain data Chi-Square (X2)
was used to test hypotheses formulated. It was discovered that package can
attract with simple readable message about the product. The study concludes
that cost of production has been as problem in production but, packaging
without a quality, proper pricing, appropriate advertising and sound marketing
plan is of little value. And recommends amongst others that they should be
locked at as profit building of sales innovation rather than a cost cutting
tool. In this sense, producer of omo should manage it and improve on their
package design and package materials for the products.
TABLE
OF CONTENTS
Title Page
Certification
Dedication
Acknowledgements
Abstract
Table of
Contents
Chapter One: Introduction
1.1
Background to the Study
1.2
Statement of Research Problem
1.3
Objective of the study
1.4
Research Questions
1.5
Statement of Hypothesis
1.6
Significance of Study
1.7
Scope of the Study
1.8
Limitations of the Study
1.9
Operational Definition of Terms
Chapter Two: Literature Review
2.1 Definition of Packaging
2.2 History of Packaging
2.3 The Purpose/Importance of Packaging
Consumer Goods
2.4 Reasons why Packaging Occupies an Important
Place in Marketing
2.5 Criticism Against Packaging
2.6 Legal Implication of Packaging Consumer
Good
2.7 Packaging as Promotional Tool for the Marketing of Consumer Goods (OMO)
2.8 Packaging as it Affect Unilever Nigeria
Limited
2.9 Summary of the Chapter
Chapter Three: Research Methodology
3.1 Research Design
3.2 Population of the Study
3.3 Sample/Sampling Procedure
3.4 Method of Data Collection
3.5 Validation of Instrument Used
3.6 Method of Data Analysis
Chapter Four: Data Analysis, Interpretation and Discussion
4.1 Presentation of Data
4.2 Data Analysis/Hypothesis Testing
4.3 Discussion of Findings
Chapter
Five: Summary of Findings, Conclusion and Recommendation
5.1 Summary OF Findings
5.2 Conclusion
5.3 Recommendations
5.4 Suggestion for Further Studies
References
Appendix I
Appendix II
CHAPTER
ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
The importance of packaging goods in product marketing has
made it indispensable despite the high cost.
A package keep a product intact to final consumer package
is very important even for perishable goods such as tomatoes. The importance of
packaging can not be over emphasized, especially when one consider the severed
function it performs in consumer attraction and satisfactions. The detergent
industries represent a typical example of an important in the purchase
decision. The package can be designed in such a way to attract attention in the
shelves of supermarkets or stores.
Excellently designed packages are directly translated into
difference in sales appeal. The study will examine the effect of packaging on
consumer buying decision.
1.2 STATEMENT OF RESEARCH PROBLEM
Packaging is a very important element in marketing the
product especially in the detergent industry.
The strategies importance of packaging has been in area of
improving the product performance. Despite the indispensable value of
packaging. The research is faced with the problem of knowing why money products
are sold unpacked or poorly packed in our markets
1.3 OBJECTIVE OF THE STUDY
The objectives of this study work (study) are as follow;
1.
To
know the impact of product packaging on consumer buying decision.
2.
To
find out the effect of packaging on the total profit of the company.
3.
To
identify what variable the consumer refers most in packaging in term of shape,
size and colour.
4.
To
know whether consumer rely on product packaging in necessary information
concerning the use of the product.
5.
To
study the strategies areas of information in designing product packaging.
6.
To
understand consumer behaviour with regards to a product package. Packaging of
product provide source of guide for the consumer in purchase process.
1.4 RESEARCH QUESTIONS
Having sported the problems of study, remedies lies on how
the research works of those question that affect the packaging of “OMO”.
a.
How
does packaging affecting consumer buying decision.
b.
To
what extent is packaging of a product important as a means of identification
that companies have adhered to?
c.
To
what extent can packaging help a company to achiever her profit sale goods.
d.
What
are those intrinsic value consumer preferred most in package?
e.
Do
consumer rely on product package for necessary information about the products
content and usage.
f.
How
does the packaging of product protect it from damage in shipping and spoiled in
storage?
1.5 STATEMENT OF HYPOTHESIS
Hypothesis One
Ho: A good package does not affects consumer buying decision.
HI: A good package affect consumer buying decision.
Hypothesis Two
Ho: Package does not quickly identify the product by using trade name
or trademark.
HI: Package quickly identify the product by using trade name or
trademark.
Hypothesis Three
Ho: A good package does not creates impact on consumer buying
decision.
HI: A good package creates impact on consumer buying decision.
Hypothesis Four
Ho: A good product does not necessary concern the information of
product.
HI: A good product is necessary concern the information of product.
1.6 SIGNIFICANCE OF STUDY
The importance of packaging and it effect on the consumer
can not be over emphasized. One thing is for a company to invest so much on
packaging and another thing is to receive the returns in increase sales due to
user and so on.
Therefore researcher intends to identify and highlight those
factors that are necessary in soap package design and their effect on consumer
buying decision.
On completion of this study, the report would be of immense
value to detergent company and researcher in the field.
1.7 SCOPE OF THE STUDY
The study shall dive into the impact of packaging on buying
decision in the attainment of sales profit quotes and the impact of packaging
goods. A case study of omo product of Unilever Nigeria Plc.
1.8 LIMITATIONS OF THE STUDY
Due to the shortness of time and limited period allocation
for the writing of the project, the researcher could not thoroughly carryout a
more detailed and elaborate work.
Beside, continued
lecture, assignment and test did not make it an easier task.
Finance is another limiting factor which hindered and
travelling to universities and polytechnics, in search for effective work.
Absence of current published materials, such as journal and
publication related to the effect of the research.
With all these put together, there was no way the research
could escape any of this project work. Nevertheless, the best was still put in
place in using the available materials.
1.9 OPERATIONAL DEFINITION OF TERMS
The following words are some of the terms used in this
project work.
Packaging: This can be seen as a
process designing and producing a container or a wrapper for a product.
Consumer: These are individuals
who purchase or buy product or goods and service for personal use or household
use.
Wrapper: Design the out line
from which the container may be made.
Mass
Marketing:
This is the major portion of the population made up of a large number of
usually middle class and working class.
Data
Analysis: This
is the selection of the instrument you need to carryout research by separating
into part and interpreting figures.
Brand: This is the name or
mark intended to identify a product of one seller or groups of seller and
differentials product from competing products or competitors.
Labelling: This is the part of
product that carries information about the product.
Price: This is the value
agreed upon by the member in the exchange processes. It is a means that allows
product and services to get value in the eye of both buyer and sellers.
Promotion: This can be seen as one
of the market mix (4ps) that communicate with individuals or groups or
organization directly or indirectly to facilitate exchange by influencing
audience, member to accept an organization product.
Product: A product is any thing
favourable and unfavourable, tangible or intangible attraction, attractors
acquisition use or consumption that includes packaging colour, price,
manufacturer, and retailer.
Trade
Mark:
This is a legal designation indicating that the owner has exclusive use of
brand or part of a brand and that law from using it prohibits others.
Trade
Name:
This is selecting a legal name of an organization rather than the name of a
specific product i.e, the name under which a company operates.
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