The Relevance of Packaging and Branding as a Communication Vehicle of Locally Made Rice. A Case Study of Wacot Rice Ltd
CHAPTER ONE
Objectives of the study
This study was based on the following objectives;
- To identify the forms of product packaging used by akara as business communication vehicle.
- To identify the challenges faced in product packaging their products towards improving success of their business.
- To find the relationship between product packaging and the sales volume
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Conceptual Framework
Packaging can be thought as a system of building blocks. The smallest size units are the retail or consumer packages of cartons one seen on the shelves of stores. The building block hierarchy is important to remember because each of the different building blocks is inside another and their total effect must be to protect the product. He further states that packaging is the container or wrapping for a product item. In the view of (Kotler 2000), packaging includes the activities of designing and producing the container for a product. The container is called the package and it might include up to the three levels of materials. For instance, the aftershave lotion is a bottle (primary package) that is in the cardboard box (secondary package) that is in a corrugated box (tertiary package) shipped containing many dozens of the product. Packaging has come to stay as a potent marketing tool. Well-designed packages can create convenience and promotional values. Many marketers have called packaging a fifth P along with price, product, place and promotion. However, most marketers treat packaging as an element of the production mix strategy. 16 Packaging can be considered as having many functions or uses. However, (Kotler 2000), classified the functions of packaging into three and they are; (a) Protective functions (b) Utility factor functions and (c) Promotional functions Protective packaging must perform the following functions:
- To protect the materials themselves and to protect them from other items.
- To restrain them from undesired movements within the containers when in transit.
- To separate the contents or prevent undesired contact, such as through the use of corrugated fiberboard partition used in the shipment of glassware.
- To cushion the content form outside vibration and shocks.
- To support the weight of identical containers this will be stacked above fore fairly uniform weight distribution within the package for easy handling.
- To provide for fairly uniform weight distribution within the package easy handling. The utility factor functions include the offer of:
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 FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain the relevance of packaging and branding as qa communication vehicle of locally made rice. 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 the relevance of packaging and branding as communication vehicle of locally made rice
Summary
This study was on the relevance of packaging and branding as qa communication vehicle of locally made rice. Three objectives were raised which included: To identify the forms of product packaging used by akara as business communication vehicle, To identify the challenges faced in product packaging their products towards improving success of their business and to find the relationship between product packaging and the sales volume. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from WACOT Rice Ltd. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
Therefore, findings revealed that firm embarks on branding and packaging of its products so that customers can easily identify it. The finding also showed that the firm packages it product in the present way so as to prevent chemical changes of the product due to its chemical composition. It has also been established that packaging and branding have the combined effect of increasing the profitability of firms
Recommendation
Firms should introduce policies for branding and packaging of its products so as to attract its targeted audience.
- Provision should be made for good branding and packaging of any firm’s products so as to create more profit for the company.
- Firms should review their branding and packaging methods and come out with fine packaging so as to sell its products to consumers because good branding and packaging sells the company.
- Finally, branding and packaging should be given more attention by firms who are into full time production.
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