TABLE OF CONTENT
Title Page…………………………………………….. i
Approval page……………………………………… ii
Dedication …………………………………………. iii
Certification page………………………………… iv
Acknowledgement………………………………… v
Table of content…………………………………. vi
List of table………………………………………… ix
Abstract……………………………………………. xii
CHAPTER ONE
- INTRODUCTION……………………………… 1
- Background of the Study………………….. 3
- Statement of the Problem……………………….. 6
- Purpose of the Study……………………………. 7
- Significance of the Study…………………….. 8
- Research Question………………………………. 8
- Hypothesis………………………………………… 9
- Scope of the Study………………………………… 10
1.9 Definition of terms………………………………. 11
CHAPTER TWO
2.1 A Brief introduction…………………….. 13
2.2 key feature of packaging……………….. 18
2.3 Importance of packaging………………… 20
2.4 packaging as an instrument of segmentation…22
2.5 Summary of Literature Review………………. 26
CHAPTER THREE
RESEARCH METHODOLOGY
3.0 Introduction………………………………………… 28
3.1 Research Design…………………………………… 28
3.2 Area of the Study…………………………………. 29
3.3 Sample of the study.. …………………………….. 29
3.4 Instrument for Data collection…………………. 30
3.5 Validation of the Instrument…………………… 31
3.6 Distribution and Retrieval of the Instrument….. 31
3.7 Method of Data Analysis………………………….. 32
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.0 Introduction……………………………………. 33
4.1 presentation and Interpretation of Data……. 33
4.2 Findings…………………………………………. 45
4.3 Discussion of the Findings………………… 46
CHAPTER FIVE
5.1 Summary of Findings……………………… 53
5.2 Conclusions………………………………….. 55
5.3 Recommendations…………………………… 55
5.4 Limitations of the Study……………………. 57
5.5 Suggestions for further studies………….. 58
References…………………………………………… 59
Appendix A- letter of Request…………………. 60
Appendix B- Questionnaire…………………….63
LIST OF TABLES
TABLE TITLE
Table 3.1 population
Table 3.2 Data Analysis
Table 3.4.1 Number of Distributions and customers
Table 4.2 Analysis of Distributors
Table 4.3 Analysis of Customers
Table 4.4 Can the company depend on the product package as
ADVERTISEMENT
Table 4.5 The acceptance of the product by the customer. It is a function of the package
Table 4.6 Do the nature of Product packaged in any way influence the customers purchase of the product
Table 4.7 How often do customers complain about the package of company’s product.
Table 4.8 The most appending colour a product package should have is ?
Table 4.9 Is it justifiable for the company to spend huge some of money in developing the package of their product?
Table 4.10 In your own opinion, do the product quality the same role with packaging in consume acceptance of the product.
Table 4.11 In which areas should the improve modification of their product package
Table 4.12 Do you agree with the company to depend on the package as a means of promotion.
Table 4.13 Do the package in any way serve as protective measure to the product content
Table 4.14 Do the package of product helps in its competition with other products in the market?
Table 4.15 Do modification in the package of the product in any way try to increase the sells volume of the product?
Table 4.16 What is your advice to the company concerning the package of its product
Table 4.17 Can you identify and after-use need of the product packaged container that makes you accept the product.
Table 4.18 Test of Hypothesis one
Table 4.19 Level of significance
Table 4.20 Tests of Hypothesis two
Table 4.21 Decision Rule Table
ABSTRACT
This research work examines and approaches and appraises The relevance of packaging product of consumer goods A case study of P.Z industries Nigeria Onitsha Branch. The importance of packaging as a marketing tool was appraised with the aim of asseting its consumer good of P.Z products. To carry out this research work, a total of five hundred distributors and consumer were assesses among which a sample of 50 Onitsha metropolis. To gather data personal interviews and two sets of questionnaire white use, one for consumers and the other for distributors. To analyze the data collected, percentage was used which Chi-square technique was adopted in testing the hypothesis and it was tested at 5% level of significance. The following hypotheses were tested. There of the product influences the consumer good (a)The package of the product determines the product life cycle. (b). In the course of the research, useful findings were made among which are the right package colour that attract a consumer.
CHAPTER ONE
The relevance of packaging product of consumer goods (A case study of Pz Industries Nigeria)
Pz it was formed & owned by Goerge Paterson and Georgee Zochinis it entered into Nigeria in 1989, its main and head office is at 45/47 Town planning way Iluperu Industrial Estate PMB 21132 Ikeja Lagos Nigeria. Our wide product range includes compting television, DVD players, home Pz industries Nigeria Plc provider of Fonca manufacturers Tissue paper, Joy soap, Baby soap, Roberts Antiseptic, detergents Zip, Baby car Vaseline.
- INTRODUCTION
Most managers define packing in different ways ranging from the simple to most complex actually a product is defined as “A bundle of attributes that consumers want or need. It can be said to be the set of triangle and intangible attribute of the goods, service, region, place or idea that is being exchanged “ Mercedes-Benz, company dose not sell just cases, they also co-operate image, structure, quality, dependability and goods tests as well as transportation. Before a company decode to introduce a new product or boost the sales a existing gone, they package for it and what they want it to be.
Then if the packaging it’s product are equal to the environments the optimum is approached. If the environment is greater, damage will result if the package and product are greater, then over packaging result in profit robbing extra cost-Dennis E. Young. U.S.A. packaging has now become a distinct area of
study in marketing department of some universities like Michigan state university, Rochaester institute of Technology etc. certain mechanical devices are presently in use to determine and anlyze it’s critical protective function. It is very important to adequately package forces that may be acting against it while on transit. Despite that a product needs to over package their product. The package to a product does not only perform protective function it also provides some promotional functions even before organization started, the packaging has been in existence. God in creation care natural package to the following tomatoes, eggs, onions, cabbage and manages etc. by his actions, God even highlighted the relevance of packaging product of consumer goods. No consumer goods a product that is not properly packaged.
Packaging then can be seen as all the activities of designing and producing the container or wrapper for a product (Stanton W.J.1981) while (Bush and Huston 1985) defined packaging as the container or wrapper for product item.
Packaging product has been seen as part of marketing mix. In other words, producers and marketers have mostly seen it as an effective action and product promotion in the area of attracting and influencing consumer action towards a product.
Moreover, in modern marketing, the find packaging of a product is mostly regarded as the product. From marketing and consumer point of view, it is the total product that consumer buy. In most cases consumers compare the quality of a product used to their expectation of a given product.
- BACKGROUND OF THE STUDY
Packaging can be through of as a system of building blocks. The smallest size units are the retail or consumer package or cartons on sees 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. The background of this study hinges on the total appraisal of the relevance of this block called packaging on the actions to consumers goods pertaining to their level of purchase of product in Pz Nigeria Plc.
Appraising the relevance packaging product on pz the particular product. Some benefits derived from goods packaging may include
- It embales projects to different one product from the other preventing the mistake of making wrong choice of brand.
- Services as sales appeal material when wards like “a self application” or “a re-usable jar” is within on the package.
- Packaging sell more easily when the product is beautifully designed
- Packaging makes self-service retailing with effective package system
- Packaged goods on the shelf at retail out lets services as invisible sale people.
A firm can package it products in as a package that is easy to handle minimizes damages, losses, thus boosting profit on the sale side, packaged goods typically give more attractive and easily accepted by consumers than goods without package.
Many companies have increased the sales volume of an article simply by re-designing it’s package. At the point of purchases, the package can as a silent sales person often it is said that the cost of a product increase as a result of designing attractive package for the products especially on soap and cosmetics product line as such consumers are sensitive to cost of a product and not always the packaging. Effective communication affects most purchase dissonance which consumes always experience after making purchase information on package most at times dispel dissonance.
- STATEMENT OF THE PROBLEM
On a visit to the company of case study the researcher had an interaction with the manager of the company Pz industries plc, Onitsha Branch. The manager answering some questions from the researcher concerning the relevance of packaging on the customer product. The problem he enumerated are as follow:
- Some packaging which have old designed product are rejected in the market by consumer goods.
- That some products that lack basic promotional features dose not appeal the customers hence are reduced in sales volume.
- Packaged that are not properly products with containers that have attractive colour and designed not attract customers goods.
- PURPOSE OF THE STUDY
the purpose of this research work which hinges on the relevance of packaging on customers package of Pz Nigeria products have no their marketing and consumption rate. The purpose can be examined as follows.
- To know the relationship between good packaging of Pz products and the products and the level of customer accept of the goods.
- To find out a decrease in the sales volume of the company’s product is it as result of bad packaging?
- To give suggestions on what the company should do on package modification recycling after use purpose which can enhance the consumer good of the products.
- SIGNIFICANCE OF THE STUDY
This study is aimed at serving as an instrument for the encouragement of better packaging for made in Nigeria products. It will also make manufacturer’s via Pz Nigeria plc and others to understand the importance of ggood packaging product in the development of Nigeria economy. To enhance a better packaging in Pz industries in Nigeria. This study can also serve as a reference text for whoever may find it relevant.
The study also contributes to bank of knowledge in marketing department
- RESEARCH QUESTIONS
In order to make findings in the research work. The research questions which shall help in providing answer which shall help solving the research problem. The question are as afollows.
- Does packaging of the product influence the consumer purchases of Pz products.
- Can the packaging in anyway help to promote the product?
- Can customers reject a particular brand of the product due to bad packaging?
- Do modern technology have any relevance of packaging product development?
- In what best ways and sizes can the company package theier product
their products?
- HYPOTHESIS
In this research work, assumptions are being made or “the relevance of packaging products of consumer good, some of these assumptions are the hypothesis could be proved right or wrong with data collected and findings critically analyzed.
The following hypothesis are designed to aid to the analysis null hypothesis is represented by HO while the alternate hypothesis is represented by HA.
- HO: package of a produt do not influence the consumer good purchases
- HA: good packaging can influence the product life cycle.
- SCOPE OF THE STUDY
Pz industry as the researcher’s case study many branches and department in many parts of this country. They have brnaches in Lagos ( corporate Office) Aba, Enugu, port Harcourt and Onitsha but the research is based at Onitsha branch of the company in Anambra State. This is as a result of its closeness to the researchers and its industrial nature. This decision is also made as a result of its closeness to the limited time that constrain his going to branches. But that not withstanding the findings in the branch was an interesting one and helps to award some things that the above case study has neglected as a result of the relevance of packaging product.
- DEFINITION OF TERMS
Package: A box, a bag, a container in which things are wrapped or peacked.
Packaging materials: used to wrap or protect good that are sold in shops and stores.
Packaging concept: The consciousness of a company as to how or what the package does to the product. Being conscious of the role of packaging of a firm’s product.
Product strategy: Modeling and packaging a product in such a way that it will be better and more acceptable than the competitors products.
Container: To box, bottle etc. in which something can be stored or transported, a large metal, or wooden box of a standard size in which goods are packed so that they can easily be lifted into the shop.
Consumer Affluence: this means consumers are willing to pay a little for convenience, appearance dependability of a better package.
Labeling: Attatching a piece of paper that contains information about a product.
Target market: This is particular sector of the market in which producer has packaged his product satisfy.
Protective function: This is the orle played by the package of a produict whci prevents the product from spillage or contamination.
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