AN ANALYSIS OF PACKAGING AS A PROMO TOOL IN THE MARKETING OF PRODUCT. (A CASE STUDY OF PETALS ENUGU)
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AN ANALYSIS
OF PACKAGING AS A PROMO TOOL IN THE MARKETING OF PRODUCT. (A CASE STUDY OF PETALS
ENUGU)
ABSTRACT
This project
work on an analysis of packaging as a promo tool in the marketing of product.
(A case study of petals Enugu). Chapter one explained the purpose and the
significance of the study. The main purpose of the study is to show the use of
packaging s a promo tool in the marketing of the product. Its study shows the
importance of packaging as promo tool to both the customer and the companies.
Chapter two dealt with the review related literature, the scope of the study
and the field. The study here reveals what was hidden about packaging as a
promo tool. Chapter three contains the research methodology research design and
method in data collection analysis. Primary data collected through
questionnaire and oral interview, then secondary data from textbook and other
various research materials. The questionnaire will be given to staff and
customer of petals to staff and customer of petals to draw out information on
whether packaging as a promo tool has effect on marketing of product. Chapter
four of this project analyzed the facts collected. Chapter five analyze the
findings, conclusion and recommendation. Recommendation in the view of finding,
the researcher suggests the possible solution to improve on packaging.
CHAPTER ONE
INTRODUCTION
1.1
BACKGROUND TO THE STUDY
One of the
major pillars of marketing is the provision of goods and services to satisfy
the needs and wants of the consumer at a profit to the firm. Thus the provision
of the product for the satisfaction of the consumer or customer is the focus of
marketing thereby making produce a fundamental tool of marketing. Although the
world of marketing today is a world of unprecedented competition where company
with goods and services work extra hard to survive, such company must adopt sound
marketing mix in order to compete favourable. The basic marketing mix is the
product development and product mix. The product mix also called product
component not complete without packaging.
Throughout
the world, packaging plays a significance role in the protection, presentation
and promotion of consumer goods and durable, it reduces damage and loss to
goods-in-transit, helps in storage and as well minimizes stealing.
Traditionally,
packaging have been viewed in a very practical fashion as a way as of
protecting the physical goods as it moves through the distribution channel or
means. However packaging in developing nation would sound to be out of place
when we still see market women and traders wrap their product with banana
leaves, used newspaper, and green leaves. These traditional method of packaging
notwithstanding, the need for packaging is growing fast and cannot be over-
emphasized. In recent time, marketer have be conscious of the fact that
packaging is important in the decision to purchase a product. Traditional
belief of the manufacturer through the emphasis made have packaging meant for
protecting the product only. It can now be seen that in most of the
super-market now. Various colourful and indigenous packages are used especially
when the product are competing for attention.
The aim of
this research work or study is to examine the use of packaging as a promo tool
in the marketing of product. Also it aims at finding out to what extent
packaging influence behaviour.
1.2 STATEMENT OF THE PROBLEM
Such problem
associated with packaging as a promo tool in the marketing of product in the
petals company includes;
The petals
company is faced with the problem of knowing whether packaging is a good
promotional tool; whether it affects consumer buying decision and their buying
behaviour or habit.
The company
found it very hard to position the unique or feature of their product in the
mind of consumer or customer.
Whether it
project the image of the company (ie packaging).
Another
problem the petals company is having presently is whether packaging or package
of a product constitutes one of the determinants of the seller of their
products.
1.3 PURPOSE / OBJECTIVES OF THE STUDY
The main
objective of this study is to critically asses the areas of problems and seek
to proper solution.
It is necessary
to find out.
The impact
of a change in the packaging or package of a product.
The studies
will find out among others whether packaging has positive effect on the buying
habit and decision of the consumers or customers.
To know what
extent producers are considering packaging in their product decision.
1.4
SIGNIFICANCE OF THE STUDY
This research work will go a long way to
solve the research problem. It will find the importance of packaging as a promo
tool to both consumer and the companies. To the company, it will show the
effect of packaging as a promo tool in the marketing of their products.
To the
consumer, it will show that packaging is part of the product bought by them.
This study will also help the research appreciate how to use packaging in
increasing sales of any products as well enable the company gain their
confidence and goodwill.
1.5 RESEARCH
QUESTION
Does
packaging influences on buying habit of beauty care product.
Does
packaging attract more customers.
Is packaging
a promo tool in the marketing of product.
Does modern
technology have any impact on sales package development.
Can a
customer reject a particular brand of product due to bad package.
1.6 FORMULATION OF HYPOTHESIS
The
following hypothetical statement are designed to help us in representations in
both null and alternatives.
Ho1: A good
packaging cannot serve as a substitute to advertising
H1: A good
packaging can serve as a substitute to advertising
Ho2: A good
packaging policy cannot improve a brand image.
H1: A good
packaging policy can improve a brand image.
Ho3:
Packaging is not a silent salesperson
H1:
Packaging is a silent salesperson
Ho4: An
attractive packaging does not create impulse buying.
H1: An attractive packaging creates impulse
buying.
Ho5: A
beautiful packaging design cannot attract consumer.
H1: A beautiful package design attract consumer.
1.7 SCOPE OF
THE STUDY
The scope of
this work is narrowed to the use of packaging or an effective promotional tool
in the marketing of beauty care product as it related to impulse buying,
protecting company’s image and its effect as a silent salesperson. This study
intends to figure out how packaging as a promo tool will be used in improving
the company’s performance within particular interest on marketing of beauty
care product. Also, it will cover the marketing of the product and effects of
promotional efforts.
1.8
DEFINITIONS OF TERMS
MARKETING:
Marketing is
the management process responsible for identifying, anticipating and satisfying
customer requirement profitably (British chartered institute of marketing
1989).
COMMUNICATTION:
Communication is the interchange of
thoughts, ideas, and information between two or more persons (Udeaha 2003:313).
PRODUCT:
Product is a
bundle of expectations; product or benefit offered to consumers by both profit
seeking and non-profit organization. (Markin 1979:246/7)
PROMO-TOOL:
Promo tool
include advertising, personal selling, sales promotion, publicity or public
relations and packaging (Mr. Okafor A.I)
DISTRIBUTION:
According to
Philip Kotala 1980 he defined distributions a route of taking the transferring
entitle to a product from its user to owner of its final consumer.
PACKAGING:
Packaging
refers to as what is used to protect the product from damage, shipping and
handling and to lessen spoilage if the product is exposed to air or to other
element.
PACKAGE:
Package
simply means a container, box, a bag in which things are wrapped or packaged.
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