THE INFLUENCE OF PACKAGING AS A PROMOTIONAL TOOL IN THE DETERGENT INDUSTRY (A CASE STUDY OF PZ CUSSONS PLC ABA)
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THE
INFLUENCE OF PACKAGING AS A PROMOTIONAL TOOL IN THE DETERGENT INDUSTRY (A CASE
STUDY OF PZ CUSSONS PLC ABA)
ABSTRACT
This
research work was carried out to show that packaging could serve as a promotion
tool in the detergent industry, using PZ Cussons Plc Aba as a case study to
arrive at a valid study.
The
researcher made effort to pin point the role, importance, problems and
challenges facing as regard to the packaging practices.
Also steps
were taken to determine the possible solution to the above mentioned problems.
To better understand the research topic, the researcher views the opinion and
contributions of scholar and experts in various fields as regards the subject
matter.
Furthermore,
questionnaire was used to collect instant information from the research
population of 200 respondents determined using the yaro yumen model. The data
were tabulated and subjected to analysis in percentages.
However,
conclusions were drawn based on the findings established.
Finally,
research draws conclusion and recommendation.
TABLE OF
CONTENT
Title page –
– – – – – – – – i
Approval
page – – – – – – – – ii
Dedication –
– – – – — – – iii
Acknowledgement
– – – – – – – iv
Abstract – –
– – – – – – – v
Table of
content – – – – – – – vi
CHAPTER ONE
1.0.
Introduction:
1.1.
Background of the study:
1.2.
Statement of the problem:
1.3.
Objective of the study:
1.4.
Relevant research question:
1.5.
Significance of the study:
1.6. Scope
of the study:
1.7.
Limitations of the study:
1.8.
Definition of terms:
CHAPTER TWO
2.0.
Literature review:
2.1. The
concept of packaging:
2.2.
Definition of packaging:
2.3. Basic
packaging function:
2.4.
Planning the package and its language:
2.5.
Influence of packaging on the company’s product:
2.6.
Importance and problems of packaging in marketing:
2.7.
Considerations in packaging decisions:
2.8.
Decision involved in packaging:
CHAPTER
THREE
3.0.
Research design:
3.1.
Introduction
3.2.
Research design
3.3.
Description of data collection instrument:
3.4. Sample
size determination:
3.5. Sample
technique:
3.6.
Validity and reliability for the research instrument:
3.7. Data
analysis tools:
CHAPTER FOUR
4.0.
Presentation and analysis of data
4.1.
Introduction:
4.2.
Presentation of tables:
CHAPTER FIVE
5.0.
Summary, conclusion and recommendation
5.1. Introduction:
5.2. Summary
of the findings:
5.3.
Conclusion:
5.4.
Recommendation:
Bibliography
Appendix
Questionnaire
CHAPTER ONE
INTRODUCTION:
Packaging
can said to be the material used to wrap or protect goods, so packaging is the
science, art and technology of enclosing or protecting products for
distribution, storage, sales and use.
PACKAGING
BENEFITS EXPENSES:
During the
mid-1900, several influences contributed to turn packaging into an integral.
Furthermore,
marketers began to view packaging as a tool to exploit detergent containers.
Companies have substantially reduced the packaging cost
PROMOTIONAL
TOOLS:
Has not only
lured customers to your safe, but it has also brought about where you can gauge
trends and determine their views on the industry. So therefore production
packaging from the end of the promotion chain and it close in time for the
actual purchase.
Production
package forms the end of the promotional chain and it close in time; it is an
expanding powerful and unique tool in the modern marketing environment.
Packaging influence consumer to buy a particular brand in our study.
1.1.
BACKGROUND OF THE STUDY:
In the past,
the management of different organizations has considered packaging significant
only for the products, thereby learning the responsibility of packaging to the
version manufacturing departments. However, a marketing manager regards package
as the source of supplementary promotion to his brands.
It attracts
the customers thereby enabling the customers to carry out a purchase without
difficulties.
In modern
economy, a well improved packaging is done to attract buyer who need
information about the product.
The Nigeria
market has been described as seller’s markets goods are relatively scarce and
consumers are only anxious and willing to buy whatever product is made
available at price they can afford. There is little completion in the market
and therefore, the customers have the limited choice to produce variety and
quality for most emphasis in promotional function of the package.
In spite of
his general lack of market orientation in the marketing of most consumers’
goods, the detergent industry is highly competitive. The intensity of
competition is great in the area of product development, packaging design and
market generation.
Today,
manufacturers lay much emphasis on packaging design because the presence of
good product package in sell service store can induce consumers to make
purchase.
Packaging
has been serving not only as a label, but also in an increasingly recognized as
an effective motivator device for sales promotion.
Charles and
John 91985) stated that a successful management of the product is to charge the
package in which is it is sold.
Many authors
lay much emphasis on packaging as a “fifth” in edition to price, place,
promotion and product and thus treat packaging as an element of product
strategy.
In Nigeria
today, manufacturers and consumers are sharing the immense benefits of the
product packaging and there is an increasing degree of concern shown by
manufacturers in providing packaging design and also the consumers rely on the
nature and information on the packaging of the goods and they purchase.
STATEMENT OF
THE PROBLEM:
In the past,
it was customary for managers to be more concerned with the product promotion
that seeks to improve the fundamental feature of their product but fail to show
that customers do not first spend to buy any on the satisfaction they drive and
show they are associated with the products.
The problems
that prompt me to embark in this research object are uneasy differentiation of
product from another especially in the detergent industry likes PZ cussons Plc
Nigeria.
So, there is
a problem of inadequate packaging innovation strategies in the packaging of
detergent complete with growing competitors.
However, the
problem of how the consumers appreciate the physical attributes of the certain
colours and adequate transformation about the product on the package.
OBJECTIVE OF
THE STUDY:
The
objective of the study is critically examine the role or influence of packaging
and what packaging will be able to do in the promotion of company product.
Having this in mind, the practice existing in PZ cussons Plc Nigeria, Aba Abia
State.
Some years
age, packaging was a mirror element in the marketing of product with this in
mind; the primary objects of this research have been;
Promotion,
which help to creates awareness and recognition to the product in the market.
To identify
the product so that customers can easily differentiate and patronize the
product such as added quality signals through creative use of colour, copy
materials and construction.
Achieve
consistency with other consistence colour graphic and product benefits for
reinforce the brand image.
1.4.
RELEVANT RESEARCH QUESTION:
In the
course of this work, the following research questions were highlighted in order
to get the input of package in the detergent industry.
Is there any
significant relationship between packaging and sales volume of a product.
Does
packaging serve as a relationship between packaging and promotion as a tool for
marketing in the detergent industry?
Is packaging
essential to your marketing plans?
Is packaging
a vital force in selling a product?
Does
packaging serves as a means of advertising?
Is the cost
of packaging justified at the end of the sales period?
1.5.
SIGNIFICANCE OF THE STUDY:
This study
will be good relevance to;
ORGANISATIONS:
It will enable the organization understands the important of packaging and
relationship has within the product.
CONSUMERS:
They will enable the final consumers to know and appreciate the woth product
which can be recognized by the consumer at first sight.
WOULD BE
RESEARCHERS: This study will also serve as a reference point to other
researchers who would wish to conduct in the field, and also to the
institutions.
This
research work will be relevant to every business student in marketing as
regards to the needs of packaging relationships to the product.
It is also
relevant for those who want to research more on the topic and also serve for
the reference purpose in the seedence seefers. It will also be relevant to the
government to create a good buying/selling relationship between the government
and individual organization for growth, survival and success.
1.6. SCOPE
OF THE STUDY:
The scope of
this study is limited to detergent industries like PZ cussons plc Aba. It
covers the packaging as a promotional tool for marketing of detergents.
It also
studies the consumer behaviour towards the package
It will try
to show whether PZ cussons will be able to do more sales when the product
package is well promoted. All finding will be limited to PZ cussons.
1.7.
LIMITATIONS OF THE STUDY:
However,
various problems were encountered in the course of carrying out this project
prominent among these problems was finance.
It cost me a
lot of money to travel from Nekede to Aba on several occasions to get the
required data. I equally made some contracts with some key managers of the
company on the phone.
I have to
visit even the internal on several occasions for secondary information needed
for this work.
1.8.
DEFINITION OF TERMS:
PACKAGING:Is
an activity involved in designing and manufacturing the container or wrapper
for a product. It is general group of activities in product planning that
involves designing and packaging the container or wrapper for a product
(Stanton, W.J. 1981)
TRADE
PROMOTIONS: This represents a manufacturer’s inducement or incentives owned at
improving the sales effectiveness of the dealers or middlemen. It includes
BONUS etc.
BAND: It is
a name, term, symbol or special design or some combination of these elements,
which is intended to identify, the goods or services of one seller or a group
of sellers. It is also a word, letter or group of words or a letter that is
alterable, used in the identification and differentiations are simply
classified into; (private) brand, family brands, individual brands.
Family brand
is when a manufacturer decides to use one brand name for all his products,
examples are Johnson and same powder, oil lotion etc.
Individual
brand is when the manufacturer gives a separate brand name for each of its
individual brand strategy, coca-cola, Fanta and sprite etc.
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