Packaging as a Promotional Tools in the Marketing of Consumer Goods
CHAPTER ONE
OBJECTIVE OF THE STUDY
The ultimate purpose of this study is to examine how good packaging service as a promotional tool in the solves and promotion of a company’s product, and to give a guide to manufacturer of consumable products about some things that they should put into consideration when they are developing a package for a product.
CHAPTER TWO
LITERATURE REVIEW
OVERVIEW OF MARKETING
Marketing is as old as man. in te society. it is a away of life, a discipline, as well as an organization function. marketing hs been misconstructed by most of the people. Ebue (2000;01) see marketing s wasteful, unprofessional, intrusive and manipulate while Nnolim (199:p.12) sees it as buying and selling.
Onyeke (199:p.15) sees marketing as the process of knowing te consumers needs and satisfy their needs. This misconception made it difficult for marketing to gain acceptance outside of the conventional business world. This scenario notwithstanding, the image of marketing is changing racially.
THE MARKETING MIX
The four basic decision areas in marketing are jointly called the marketing as we are going to discussed.
Product: This is the determination a company basic product polices, establishment of specific to be purchased.
Product plaining is an outstanding assignment in the product strategy of all decisions required plan, time and price, with attendant services. To add new, subtract an old or undersired and maintain, modify, or improve the existing products to meet demand needs most profitably. In marketing, product management pays special attention to quality and provision of necessary service to accompany the product.
Place: Distribution of products is a more challenging assignment that of their final consumer counters parts. These products are often distributed though the development is also necessary because of the need for adequate product knowledge. the logistically aspects of product handling also come under the broad topic of physical distribution, especially when the company stocks products indifferent regional locations.
Ifezue (2009:112-113), emphasized that product normally move to the market through three main trade channels, they are as follows;
- Direct from the manufacturers
- From the merchant wholesalers
- Agent middlemen such as brokers, selling agents, manufacture agents.
Promotion: The ultimate purpose of promotional effort is to the company as well as its products to the knowledge of te customers and other relevant publics to help sell the products. Promotion has the common goal of bringing one or more prospect closer to a purchase decision every promotional proposal should form paint of an overall integrated marketing programme one the other hand the marketing programme is supposed to bring the elements of the marketing mix into balance to support the optimum overall strategly in line with the corporate goals of the organization. Promotional objectives. it is very important to have specified objectives when planning promotional activities both for industrial and for consumer products with clearly specified objectives, the message media selection and selling effort can be most effectively handled to accomplish what is intended.
CHAPTER THREE
METHODOLOGY
DESIGN OF THE STUDY
The research methodology shows the work plan that the research adopted on carrying out this study, it defines the sources of data population of study sample size determination research instrument, questionnaire deign sampling techniques and data collection and treatment.
AREA OF THE STUDY
This Study Is On Packaging As A Promotional Tools In The Marketing Of Consumer Goodsn It Was Carried Out In Nasco Company.
CHAPTER FOUR
DATA PRESENTATION AND ANAYISIS
This chapter focuses in the presentation of primary data collected through questionnaires their analysis, interpretation and subsequent testing of hypothesis.
Data analysis has been divided into two sections or two segments. section A or segment A deals with the responses from management of NASCO Company section B or segment B deals with the responses from the final consumer or customers. But all are analyzed using the number of questionnaire dully returned (172).
CHAPTER FIVE
CONCLUSION AND RECOMMENDATION
Conclusion
This paper sought to ascertain packaging as a promotional tools in the marketing of consumer goods. The literature suggests that packaging does indeed play a significant role in marketing consumer goods from a promotional perspective. It emerged that respondents generally agreed that packaging served as a temptation to purchase a product. Overall, respondents felt that that packaging provided sufficient information when purchasing a product.
The results also indicate that packaging made it easier to differentiate one brand from another. There was also overall agreement that packaging led to brand loyalty. Interestingly, the findings revealed that there was no strong belief that the NASCO company had received criticism from consumer. It emerged that respondents felt that packaging did not serve mainly to protect a product. There was a strong indication that packaging acted as a silent salesman. Respondents, generally, were of the belief that packaging can be deceptive. It emerged that there were no statistically significant differences between males and females on all the items, except that of the colour of packaging arousing interest. There were no statistically significant differences across the various age categories and perceptions of packaging. There was also no statistically significant difference between education level and perceptions of packaging.
Recommendations
Based on the findings of the empirical study, recommendations are made. Marketers must use packaging effectively as a tool in tempting the consumer to purchase. This would find suitable application in impulse purchasing, a phenomenon that has become prevalent in today’s marketplace. Increased expenditure on packaging could prove beneficial. The information provided on packaging should be elaborate, at the same time, not being too
cluttered or confusing, thereby become counterproductive. Marketers must use packaging to good effect in order to differentiate their offerings from those of competitors. To this end, brand names, logos, packaging shape, packaging dimensions, packaging texture and other cues must be made explicit so that the brand identity through the package is explicit. This is important, considering the number of competing products in the fast moving consumer market. Marketers must use packaging to effective use with a view to developing brand loyalty with customers. Consumers are aware that packaging does not serve entirely to protect a product. The communication and convincing value of packaging thus comes to the fore. To this end marketers need to maximize communication via packaging. This is associated with the finding that consumers believed that packaging acted as a silent salesman. Consequently, marketers need to employ non-human selling tactics, via packaging, with a view to moving products off shelves. Marketers need to be cognizant of the fact that consumers believe that packaging can be deceptive. To this end, they must ensure that the packaging itself and messages/information on packaging is credible and not misleading.
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