ABSTRACT
This project work focuses on the
effect of packaging on sales of company’s products with Guinness Nigeria Plc Benin City as a case
study. It is aimed at assessing the impact of packaging and involve branding of
product cover either to enhance appearance or for preservative purpose. The
objectives of the firms market value and how packaging affects the marketing
power of a product. Data were collected through the use of questionnaire and
oral interview alongside. The data collected were carefully analyzed using
statistical method such as Chi-square and simple percentage method. Based on
the analysis data, the following findings were made; Packaging of company’s
product affect their identification, packaging of company’s product serve both
promotional and preservative purpose and finally, it was observed that
packaging enhance the marketing force of a company’s product. It was then
concluded that packaging has been a strategic tools employed for easy
marketability of company’s products. The following were thereafter recommended
to the producer of a company’s product; adequate attention should be given to
packaging of product since packaging is positively related to sales, company’s
policy should expressly specify the goal of packaging so that it would be well
understood by the various level of her workforce and finally, companies should
ensure that quality of their product commensurate the description on the
product packaging so as to sustain the confidence of her product company’s on
their product.
TABLE OF CONTENTS
Title page
Certification --- --- --- --- --- ---- --- --- i
Dedication --- --- --- --- --- ---- --- --- ii
Acknowledgement --- --- --- --- --- --- iii
Table of Contents --- --- --- --- --- --- --- v
Abstract --- --- --- --- --- ---- --- --- vii
CHAPTER
ONE: INTRODUCTION
1.1
Background to the Study --- --- --- --- --- 1
1.2
Statement of the Problem --- --- --- --- --- 3
1.3
Research Questions --- --- --- --- --- 3
1.4
Objective of the Study--- --- --- --- ---- --- 3
1.5
Statement of Hypotheses --- --- --- --- --- 4
1.6
Scope of the Study--- --- --- --- ---- --- 4
1.7
Significances of the Study--- --- --- --- --- 5
1.8
Limitation of the Study--- --- --- ---- --- 5
1.9
Operational Definitions of Terms --- --- --- --- 7
CHAPTER
TWO: LITERATURE REVIEW
2.1 Concept
of Packaging --- ---
--- ---- --- 10
2.2 Types of Packaging and their Various Effects
--- --- 13
2.3 Packaging Policies and Strategies --- --- --- --- 20
2.4 Relevance of Product Packaging to Customers
--- --- 22
2.5 Importance of Packaging to Customers --- ---
--- 26
2.6 Challenges
of Product Packaging to Organization --- 28
2.7 Classification of Packaging --- --- --- --- --- 30
2.8 Criteria for Good Packaging --- --- --- --- 32
CHAPTER
THREE: RESEARCH METHOD
3.1 Research Design --- --- --- --- ---- --- 35
3.2 Population of the Study --- --- --- --- --- 35
3.3 Sample and Sampling Technique --- --- --- --- 35
3.4 Method of Data Collection --- --- --- --- ---- 36
3.5 Method of Data Analysis --- --- --- --- --- 35
CHAPTER FOUR: DATA PRESENTATION ANALYSIS AND INTERPRETATION
4.1 Presentation of Data --- --- --- --- ---- --- 38
4.2 Data Analysis --- --- --- --- --- --- --- 38
4.3 Test of
Hypotheses --- --- --- --- --- --- 41
4.4 Discussion of Findings --- --- --- --- --- 48
CHAPTER FIVE: SUMMARY CONCLUSION AND RECOMMENDATIONS
5.1 Summary --- --- --- --- --- --- --- 49
5.2 Conclusion --- --- --- --- --- --- 50
5.3 Recommendations --- --- --- --- --- --- 51
References
Appendix
CHAPTER
ONE
INTRODUCTION
1.1 Background to the Study
Packaging has a great influence or impact in the lives
of human and product alike. Most physical products have to be packaged and
labeled. Some packages such as the coke bottle and eggs container are world
famous. Many marketers have called packaging a fifth “P” along with Product,
Price, Place and Promotion (Kotler, 2000). Most manufacturing industries today
employ high technological equipment and techniques in the design and production
of product’s, is not deemed complete until a befitting package is designed and
produced for it. The package here is looked upon as the last marketing mix
variable along the channel of production of consumer goods production.
Packaging has become a potential marketing tool well
designed and can create convenience and promotional values. It is imperative
that any type of packaging should protect the product from damage, pilferage
and deterioration through sales channel to its ultimate consumer and in the
process of its usage. It is paramount that most consumer products can be
package in some kind of container, if they are to be marketed intensively with
its inherent handling procedure and technique along with sales channel. The
research study will be justified by seeking to find whether consumer have been
recommended for improvement.
Further more, a product is basically made up of two
distinct parts, “The Product content and the Package” itself. But, at this
juncture, more time needs to be focused to the sales of a company’s product. It
is important to adequately package a product to protect it against all external
forces that may be acting on the product while in transit. Product packaging
not only protects the product during transit from the manufacturer to the
retailer, but it also prevents damage while the products sit on retail shelves.
The influence of packaging on the sales of company’s
product has recently increased tremendously. At times, it becomes very
difficult to determine whether greater emphasis should be on the protective
function of packaging than on its promotional function.
Due to increase importance, presently attached to
packaging, its marketing has stopped to be regard as any person’s job. The job
of product’s packaging now rest on the hands of qualified product managers or
marketing specialist in most organization.
Besides, the influence of packaging on sales of
company’s product can as well be ascertained if one tries to see the adverse
effect of a poor package on a product. It will not only kill the product image
in the long run but it may also create stigma on the product and create
dissatisfaction along the channel of intermediaries (Okafor, 1995).
1.2 Statement of the Problem
The purpose of this research study is to assess the
effect of packaging on the sales of consumer products. In order to achieve this
purpose and make its findings such more significant in practical applications,
Guinness Nigeria Plc, Benin City
has been chosen as a study unit.
1.3
Research
Questions
To this end, the
following questions are relevant:
(1)
Does packaging have significant effect on
the consumer’s desire to purchase a particular product?
(2)
Does it require high level of expertise to
make an effective product packaging of company’s products?
(3)
What effects has packaging on the
value of company’s product?
1.4 Objective of the Study
The
objective of this project is to assess the effect of packaging in the sales of
company’s product. They include the following:
i.
Whether there is need for packaging in
manufacturing organization.
ii.
To determine the effectiveness and
efficiency of packaging in the organization.
iii.
To determine what should be the correct
decision towards packaging.
iv.
If there is any form of packaging that is
the best for products especially that of Guinness Nigeria Plc, Benin City.
v.
To find out the role of packaging on the
firms market value.
1.5 Statement of Hypotheses
The following are the statement of the hypothesis:
(1)
Packaging does not have any significant
influence on the sales of company’s product.
(2)
Packaging does not affect the price of a
company’s product.
(3)
Packaging does not play importance role in the
promotion and protection of the company’s product.
1.6 Scope of the Study
The
study is mainly concerned with the effect of packaging on the sales of consumer
product which the researcher limited to Guinness Nigeria Plc, Benin City. Also, the research study is
focused on the influence of product acceptance and the effect of prices on
packaging of consumer products.
1.7 Significance of the Study
The
effect of packaging on the sales of consumer product cannot be over-emphasized.
Since consumers make quick judgments about product’s based on packaging. The
packaging of a product communicates brand, image and usage having realized the
present dynamic and the human want/need. It becomes essential for Guinness
Nigeria Plc to know the importance of packaging as manufacturing organization.
This
study will be of importance to Guinness Nigeria Plc Benin City, because it will
lead them to the importance that consumers attach to packaging.
To the
consumers: Packaging is the main way products are advertised and identified.
And it’s what attracts the consumer to take a look on the product as its sits
on store shelves, and so they purchase the well packaged product. Finally, it
serves as a reference material to other researchers who want to make further
research into the study.
1.8 Limitation of the Study
In every human
endeavor, there is always limiting factors in an attempt to achieve the desired
goals of this study, the researcher encountered numerous problem since
situations are not constant.
The following are some of the difficulties the
researcher encountered. This includes:
Finance:
financial problem constitute a major problem in this research work especially
with the present trend of the economy and as a student who is dependent. Among
the major cost, the cost incurred in printing in an administering questionnaires,
cost of writing materials and other miscellaneous expenses.
Time:
Time constraints are another major limitation to this work. The fact that the
department schedule the programme of sessions and in between determines the
deadline of project supervision and submission makes it a fixed variable factor
to project writing and to work within this limited means all kinds of
adjustment ranging from lecture hours, study hours to travelling hours etc.
Another major constraint encountered was the biasness and unwillingness of the
respondents to put their information. It took the researcher visit to the
respondent before getting the desire information as most of the respondents
were not always available.
Transportation:
Increase in bump prices of petroleum product by government as at a time of
research affected the cost of this study and increase in the cost of
transportation which affected the researcher’s pocket.
1.9 Operational Definition of Terms
Packaging:
Packaging is the technology of enclosing or protecting products for
distributing, storage, sale and use. It is also the process of design,
evaluation and production of packages. Packaging can also be described as a
coordinated system of preparing goods for transport, warehousing, logistic,
sale and end use. Packaging contains, protects, preserves, transports, informs
and sells.
Sales:
Sales is the general activities of giving a product to a buyer for exchange for
price.
Personal
selling: Personal selling is a face to face selling in which a
seller attempts to persuade a buyer to make a purchase. It is a strategy that
sales people use to convince customers to purchase a product, service or
solution.
Marketing:
According to the American Marketing Association (AMA) Board of Directors,
Marketing is the activity, set of institutions and processes for creating,
communicating, delivering and exchanging offerings that have value for
customers, clients, partner and society at large.
According
to Kotler, marketing is the science and
the art of exploring, creating and delivering value to satisfy the needs of a
target market at a profit. Marketing
identifies unfulfilled needs and desires. It pinpoints which segments the
company is capable of serving best and it designs and promotes the appropriate
products and services.
Consumers:
A consumer is one that consumes, especially one that acquires goods or services
for direct use or ownership rather than for resale or use in production and
manufacturing. A consumer is the final buyer and or user of a product for personal consumption
or house hold use.
Product:
Product is a good, service, or idea consisting of a bundle of tangible and
intangible attributes that satisfies consumers and is received in exchange for
many or some other unit of values. A product is a good, idea; method,
information, object or service created as a result of a process and serve a
need or satisfies a want. It is a combination of tangible and intangible
attributes (benefits, features, functions, uses) that a seller offers a buyer
for purchase.
Target:
This is a set of well defined consumer whose needs the company seek to satisfy.
Labeling:
Labeling is part of the language of packaging and refers to any printed
information appearing on or with the packaging that describes a product.
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