Complete Material Cost #3,000
Order for Complete Material now
(A STUDY OF AYMAN ENTERPRISES LIMITED AND LINDA MANUFACTURING COMPANY LIMITED)
ABSTRACT
The study is determined to examine the relationship between product packaging as a promotional tool in the marketing of different brands of weavons. The research design used the survey method of data collection to empirically examine the role of packaging as a promotional tool in the marketing of different Brands of Weavons. The population of the study is made of all staff of Ayman Enterprises Limited and Linda Manufacturing Company Limited. which was unknown. The sample size of this study is judgmental sample of 100. The questionaire was used to collect data from the respondents. The simple percentage was used to analyze the response. The Chi-Square statistical tool was used to test the hypothesis. Findings reveal that there is a significant impact of packaging on the marketing of different brands of weavons. Based on the findings of the study summary, conclusion and recommendations were made that 1. The items of a package or component for other purposes should be encouraged by the managements of organizations, management of organizations should increase budget for packaging, Package should be designed to separate components to better facilitate recycling, Before Package development, management should take environmental responsibility, applicable environmental and recycling regulations in to consideration, Package should not be littered by the consumers and management should ensure that package is not deceptive.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
In today’s competitive environment the role of package has changed due to increasing self-service and changing consumers’ lifestyle. Firms’ interest in package as a tool of sales promotion is growing increasingly. Package becomes an ultimate selling proposition stimulating impulsive buying behavior, increasing market share and reducing promotionalcosts. According to Rundh (2005) package attracts consumer’s attention to particular brand, enhances its image, and influences consumer’s perceptions about product. Also package imparts unique value to products (Underwood, Klein & Burke, 2001; Silayoi & Speece,2004), works as a tool for differentiation, i.e. helps consumers to choose the product from wide range of similar products, stimulates customers buying behavior (Wells, Farley & Armstrong, 2007). Thus package performs an important role in marketing communications and could be treated as one of the most important factors influencing consumer’s purchase decision. In this context, seeking to maximize the effectiveness of package in a buying place, theresearches of package, its elements and their impact on consumer’s buying behavior became a relevant issue.
Today, virtually all goods that are manufactured or processed require some packaging in some phase of their production or distribution; Packaging decisions are to be considered in early marketing plans as an integral part of the total marketing strategy (Panwar, 2004).Packaging is an important integrative aspect of the product and often a critical factor in the success or failure of a given product (Schoell, 1985).The packaging component of a product refers to any container in which it is offered for sale and on which information is communicated (Berkowitz et al, 1989).Packaging of consumer products is extremely important at the point of sale. It plays a major role when products are purchased. After all, it is the first thing seen before making purchase choices and it is widely recognized that over 50% of purchasing decisions are made at the shelf, or point of purchase (Ferrell, 1987; Frontiers, 1996).Innovative packaging can give a company an advantage over competitors. Packaging must be consistent with the product’s advertising, pricing and distribution. Companies usually consider several different package designs for a new product. To select the best package, companies usually test various designs to find the one that stands up best under normal use, easiest for dealers to handle and receives the most favorable consumer’s response (Lu et al, 2007).
The four most important functions of packaging are to contain and protect products, promote products, and facilitate the storage, use, and convenience of products. A fourth function of packaging that is becoming increasingly important is to facilitate recycling and reduce environmental damage (Lamb et al, 2004).This research focuses on the role of packaging as a promotional tool in the marketing of different brands of weavons.
1.2 STATEMENT OF THE PROBLEM
The basic function of packaging is to “preserve product integrity” by protecting the actual product against potential damage from “climatic, bacteriological and transit hazards” (Stewart, 1995).Product packaging has drastically affected the marketing of consumer goods such as weavons. It is therefore pertinent to find out the solution to such devastating issue.Packaging is far more than a salesman, it is a flag of recognition and a symbol of values”. It represents one of the most important vehicles for communicating the brand message directly to the target market (Nancarrow et al., 1998). As the retail environment becomes saturated with competitors varying for consumers’ attention, packaging has to work harder than ever if the product is to be noticed through the congestion of competitive products (Milton, 2001).Alongside this challenge, retailers are faced with the realisation that consumers not only differ in how they perceive brands but also in how they relate to these brands (Muniz and O’Guinn, 2001). It on this premises that the researcher wishes to examine the role of packaging as a promotional tool in the marketing of different brands of weavons.
1.3 OBJECTIVE OF THE STUDY
The main objective of the study is to examine the role of packaging as a promotional tool in the marketing of different brands of weavons. The specific objectives are as follows:
i. To examine the extent to which packaging colour influence the marketing of different brands of weavons.
ii. To find out whether background image influences the marketing of different brands of weavons.
iii. To determine whether packaging material influence the marketing of different brands of weavons.
iv. To examine the relationship between font style and the marketing of different brand of weavons.
1.3 RESEARCH QUESTIONS
i. To what extent does packaging colour influence the marketing of different brands of weavons?
ii. Does background image influence the marketing of different brands of weavons?
iii. Does packaging material influence the marketing of different brands of weavons?
iv. What is the relationship between font styleand the marketing of different brand of weavons?
1.5 HYPOTHESES
The following hypotheses were formulated to guide the study.
HO: There is no significant impact of packaging on the marketing of different brands of weavons.
HI: There is a significant impact of packaging on the marketing of different brands of weavons.
1.6 SIGNIFICANCE OF THE STUDY
The importance of this study is to help or be of help to any manufacturing organization that would like to design a package, so as to help them in establishing a well rooted product through the enhancement of sales. It is also of great importance to other companies in that at the end of the study, they would diligently make reference to this work and also take the necessary measures to meet up with efficient and effective product packaging that will improve their levels of sales and have competitive edge /advantage over their competitors.
1.7 SCOPE OF THE STUDY
The study is delimited under the following heading: content scope, geographical scope and unit of analysis.
1. Content Scope: The content scope of this study involvesthe role of packaging as a promotional tool in the marketing of different Brands of Weavons. The dependent variable is packaging measure by package colour, Image, Package material and font style. While independent variable is Marketing measured by price, place and promotion, Market share and sales volume.
2. Geographical Scope:This study is delimited in Port Harcourt Metropolis with special reference to Ayman Enterprises Limited and Linda Manufacturing Company Limited.
3. Unit of Analysis: The unit of analysis in this research involves both senior and Junior staffs of the selected firms at the time of carrying out the study. The study covers the role of packaging as a promotional tool in the marketing of different Brands of Weavons.
1.8 LIMITATION OF THE STUDY
The study is limited to the following limitations:
The level of frankness in response to questions by the respondents is quite doubtful.
Finance: Accessing fund for the research work was difficult, and this to a great extent limited the quality of research activity.
Time: The time allocated to the research work was not sufficient to give room for further intensive work on the field of study.
Organization Policy: Policies of the organization limited the level of information received. The personnel of the firms were not willing to give information, stating that it was against the organization’s policy.
1.9 DEFINITION OF TERMS
The researcher took the pains in giving the definitions of some uncommon terms used in this study; this is done in order to make it possible for the project work to have the full knowledge of product packaging.
The following are some of the related terms used in the study:
Competitive advantage: It is a property that a business can have over its competitors.
Competitors: An organization or country that is engaged in commercial or economic competition with others.
Competition: The activity or condition of competing.
Consumer: A person who purchases goods and services for personal use.
Consumer goods: Goods bought and used by consumers, rather than by manufacturers for producing other goods.
Packaging: Materials used to wrap or protect goods.
Product: An article or substance that is manufactured or refined for sale.
Marketing: Marketing is a set of activities that facilitates the exchange of transaction involving “Economic goods and services,” for the ultimate purpose of satisfying human needs.
Complete Material Cost #3,000
Order for Complete Material now