Branding and Packaging as Tools for Product Differentiation in the Marketing of Consumer Product in Nigeria
CHAPTER ONE
AIMS AND OBJECTIVES OF THE STUDY
This research work will be useful for practical purpose which shows how the attributes to the products in relation to branding and packaging as an added quality, can help or assist in marketing of product.
Other purpose of the study is itemized below:
- To investigate and find out result whether packaging and branding helps in differentiating consumer’s product in relations to soap and detergent manufacturing industries.
- To know whether branding and packaging serve as promotional instruments.
- To carry out investigations on the effect of branding and packaging in creating and stimulating repeats purchase.
- To carry out investigation on how consumer choose their brand and factors that influence their choice and how to treat the factors.
- To identify the brands of soaps carried out by Global soap and detergent industries limited Ilorin that is most beautiful and to identify different types of packaging sizes and structures.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
DEFINITIONS OF PACKAGING
Packaging is now generally regarded as an essential component of our modern life style and the way business is organized. Packaging is the enclosing of a physical object, typically a product that will be offered for sale. It is the process of preparing items of equipment for transportation and storage and which embraces preservation, identification and packaging of products. Packing is recognized as an integral part of modern marketing operation, which embraces all phases of activities involved in the transfer of goods and services from the manufacturer to the consumer. Packaging is an important part of the branding process as it plays a role in communicating the image and identity of a company. ÏÒ Kotler (2006:106) defines packaging as “all the activities of designing and producing the container for a product.” Packaging can be define as the wrapping material around a consumer item that serves to contain, identify, describe, protect, display, promote, and otherwise make the product marketable and keep it clean. Packaging is the outer wrapping of a product. It is the intended purpose of the packaging to make a product readily sellable as well as to protect it against damage and prevent it from deterioration while storing. Furthermore the packaging is often the most relevant element of a trademark and conduces to advertising or communication. The definitions of ‘packaging’ vary and range from being simple and functionally focused to more extensive, holistic interpretations. Packaging can be define quite simply as an extrinsic element of the product (Olson and Jacoby 2002:65) an attribute that is related to the product but does not form part of the physical product itself. “Packaging is the container for a product – encompassing the physical appearance of the container and including the design, color, shape, labeling and materials used” (Arens2001:320). ÏÓ Most marketing textbooks consider packaging to be an integral part of the “product” component of the 4 P’s of marketing: product, price, place and promotion (Cateora andGraham, 2002: 358). Some argue that that packaging serves as a promotional tool rather than merely an extension of the product: Keller (2008:360) considers packaging to be an attribute that is not related to the product. For him it is one of the five elements of the brand – together with the name, the logo and/or graphic symbol, the personality and the slogans. While the main use for packaging can be considered to be protection of the goods inside, packaging also fulfils a key role in that it provides us with a recognizable logo, or packaging, so that we instantly know what the goods are inside. From the consumer perspective, packaging plays a major role when products are purchased – as both a cue and as a source of information. Packaging is crucial, given that it is the first thing that the public sees before making the final decision to buy (Vidales Giovannetti 2005:156).
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain Branding and Packaging as Tools for Product Differentiation in the Marketing of Consumer Product in Nigeria. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of Branding and Packaging as Tools for Product Differentiation in the Marketing of Consumer Product in Nigeria
Summary
This study was on Branding and Packaging as Tools for Product Differentiation in the Marketing of Consumer Product in Nigeria. Three objectives were raised which included: To investigate and find out result whether packaging and branding helps in differentiating consumer’s product in relations to soap and detergent manufacturing industries, to know whether branding and packaging serve as promotional instruments, to carry out investigations on the effect of branding and packaging in creating and stimulating repeats purchase, to carry out investigation on how consumer choose their brand and factors that influence their choice and how to treat the factors and to identify the brands of soaps carried out by Global soap and detergent industries limited Ilorin that is most beautiful and to identify different types of packaging sizes and structures. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from soap and detergent industry limited, Ilorin Kwara state. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
Since packaging is a dynamic force and the flag bearer of branded products in our society, influencing consumer buying behaviour, manufacturing firms should see it as a competitive tool and not toil with it because it projects the good image, brand and quality of a product while serving as a live wire to sales volume and product protection.
Recommendation
Manufacturing firms should periodically evaluate how consumers respond to their product packaging so as to enhance the competitiveness of their products in the market.
- detergent industry limited should always ensure that their packaging appeals to their consumers which will increase the sales of their products. 3. Manufacturing firms should ensure that the packaging reflects the quality of their product.
Since packaging brings real benefit to every firm that package their products, firms should always include packaging in their product decision so as to create
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